How To Improve Your Floral Business

How Are You Going To Improve Your Floral Business?

Step 1. Finish the year strong so you can start strong!

In today’s live Tuesday Q&A I take real questions from real florists…including questions on:

Freelance Floristry,
Florists Using Pictures That Aren’t Their Work,
The Cost Of Candles,
Last-Minute Changes,
When Do You Bring In Design Help,
Estimating Sales Goals,
When Florists Get Engaged,
& I share tips for A Discouraged Florist in her second year of business.

Click to watch:

Start your January STRONG with me in The Art Of Good Business program. Click here for details and click HERE to apply for a scholarship! Scholarship applications must be received by Dec. 10th at midnight Eastern time. Course Registration CLOSES on Dec. 20th.

Remember:

Clear Communication.

Authenticity Marketing.

Streamlined Sales Systems.

If you want to get good at sales, join me in The Art Of Good Business!

Closing note:

It’s easy to get discouraged; it’s more work to stay focused and on-task to gain momentum in your business; don’t get discouraged.

You can eliminate the competition and become the clear choice by sharing the voice of your brand.

Thanks so much for watching! Questions for me? Get in touch: floralartvt@gmail.com

xo. -Alison

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Join Me On Patreon

Want to book weddings more quickly?

I’m hosting a new training on Patreon!

The intention of this 6-month training is to serve as a behind-the-scenes pass to the strategies I use to attract awesome clients year after year and help you improve your booking, marketing and branding efforts.

Become a Patron!

In this private subscriber-only forum we’re going to dive deeper into EXACTLY how you can pre-qualify clients, perfect your consultation process, book weddings more quickly, and build a long-lasting brand.

Let me tell you a little bit more about this new thing I’m trying….

Become a Patron!

Question:

Would you like to get a closer look at how I fill my calendar every year with AWESOME CLIENTS WHO TRUST ME and book me without a meeting?

Answer:

Now, you can join me in a NON-Facebook space where you get behind-the-scenes training on:

How To Identify & Pre-qualify Customers BEFORE investing time in a consultation and proposal.
Phone Consultation Tips & Scripts (so you don’t have to meet clients until you’ve been paid).
Branding Building & Marketing Prompts for 6 months of weekly blog posts, social media content, IG posts. (This is for anyone who says “I don’t know what to write about” or “I don’t know what to post”.)

Sound good? Join me & become a patron today!

In this new subscriber-only space on Patreon, we’ll hone in on your ideal customers, sales copy, marketing strategy, and increase your confidence when pre-qualifying clients so that you can LOVE your business (and your life!) as you set yourself up for business success in the long run!

From where to find the right customers to spending less time on consultations, members can ask me anything about streamlining your systems to help you gain more freedom and ensure longevity in your business.

Become a Patron!

Goals:

The goal is to create a professional, curated group that’s NOT ON Facebook so that I can provide off the charts value.

We’ll be focused specifically on attracting clients, booking clients and developing a personal connection with your brand (even if you’re not sure you have a brand yet!).

I am ALWAYS engaged in what I call “the art of good business”;

this means ALWAYS striving to streamline, perfect and hone my skills, not only in floral design, but in ALL the elements of business that make up a high quality brand.

The training starts November 18-20th and then, you’ll continue to receive monthly training sessions thru April. (You don’t need to attend live to access the training!) If I reach 100 subscribers, I’ll release 2 videos (or mix of video and live Q & A) per month thru April!

Become a Patron!

Your success is my #1 goal. That’s why I’m offering multiple tiers of membership on Patreon–you can choose which subscription meets your business goals & budget. The first tier of membership is just $9 per month.

If you haven’t been over to Patreon yet, it’s a super user-friendly space where creators, artists, writers and teachers share their work with the people who sign up to support them, or learn from them, on their creative journey (aka their Patrons!).

If you’re reading this, but you’re not familiar with me yet, I’m Alison Ellis, a floralpreneur® with over 25 years of design experience. And while floral design is what brought me to the floral industry, my passion for the art of good business is what’s kept me in business for over 17 years!

Ask me anything! Leave a comment on a post anytime and I’ll address your questions in the upcoming training. You’ll get 3 training sessions in November. This may be a mix of recorded trainings and live Q & A…your input will help shape the content I deliver to you!

Become a Patron!

This is a super up-close and personal look at how I “conduct myself in business” and I’m looking forward to helping you incorporate some of my tips and tricks into your systems, too.

I’d be honored to have you join me on this brand building journey!
With love from me to you,
Alison

Note: Payments for the current month will be due on the day you subscribe and then, on the 1st of the month for recurring subscriptions. You can unsubscribe at any time.

Become a Patron!

By Alison Ellis 1 Comment

Should you book more luxury weddings?

If you want to have a successful floral design business do you have to focus on luxury weddings?

I’ve seen ads that claim to teach florists how to “book more luxury events” and “make a six-figure income”, but the truth is that most florists don’t service luxury events (or pay themselves a 6-figure salary!).

In fact, many florists aren’t fully equipped to do luxury events (staffing, space constraints, rental inventory on deck, etc.) so if you don’t do “luxury weddings”, you’re actually totally normal!

As I learned in my youth, “Mo money, mo problems”; that can certainly apply to luxury floral gigs, too.

Luxury events of the scale and scope that generate “a six figure income” require a few things:

High-end clientele that trusts you…
Unbelievable customer service…
Organizational systems…
A Team of pros (your floral army)…
Room to spread out and do your work…
Ladders…
Extra vehicles…
Multiple meetings…
The entire weekend thru Sunday afternoon….
Nerves of steel!

The sheer quantity of work involved in creating lush centerpieces for 200+ guests and hanging installations and an elaborate arbor or chuppah can be more than just a bit overwhelming for any floralpreneur®.

For example, if you don’t have a “go-to team” you can count on, then pulling off a large-scale event may be particularly difficult to execute.

You need a reliable team of professionals on deck who understand your expectations in order to flawlessly deliver a ton of details in a short amount of time. Without extra hands you can trust to help lift and schlep and climb ladders, “luxury weddings” can make you feel like you’re in over your head.

Pro Tip: Find your sweet spot!

To have a “successful business”, your work should not only make you money, but it should make you happy & fulfilled, too….in other words, you shouldn’t dwell in a constant state of overwhelm or aim for goals that aren’t truly in your heart.

Most of my weddings are in my “sweet spot” which is anywhere from $3,500-$6,500 range. They’re “big enough” to make it worth my while to block off my time and spend days designing for their event, yet I don’t need a floral army to meet my obligations and I can probably fit it all in my minivan for delivery without renting a larger vehicle.

I can appreciate the thrill and challenge of a larger event, but luxury weddings aren’t my bread and butter.

Once I involve multiple vehicles, multiple helpers, multiple hours of on-site installation over multiple days, the commitment from me goes up and the commitment from the client goes up as well (both financially and in regards to overall expectations).

If you’re intimidated by five-figure floral budgets and high-expectation clients or you’re simply not interested in providing extra time and attention and multiple on-site meetings to high-end clients, then “luxury” events may not be your dream gig. And that’s OK. Determine the price points that work best for your business goals so you’re working in your sweet spot.

Floral design is not a get-rich-quick scheme…

You won’t find a florist on this planet who’ll deny that what we do is hard work, so while turning a profit in your business is a necessity (and you should know your profit margin on every event!), your love of flowers and floral design is also an important ingredient for sustained success.

I’m not actually looking to grow a large scale floral design company. I like the work I do now.

I love floral design and specifically, I love my small, home-studio that focuses on wedding flowers. I consider myself a successful business owner; I’m happy with what I’ve built and continue to grow.

If you don’t LOVE floral design in your heart, you’re going to have a lot of very long days at work.

Let’s talk profit margins in your flower biz.

As a solo-business owner, who only hires occasional freelancers and weekend delivery & set-up assistance, there are some limitations on the amount of work I can take (and that creates an income cap!). For example, I’ve done 4 weddings in a holiday weekend before….and it was hell…..so I learned to never do that again!

So with limited weekends for events, how do florists create a financially viable business? Click here to check out some real floral industry stats and watch my live chat: How much does a florist make?…

The moral of the story is this:

You don’t have to book luxury weddings to be a successful floral designer.

Do what you love! Deliver what you promise. And keep doing beautiful work!

xo. -Alison

Additional resources:

10 Things I Did To Grow My Floral Design Business (click to read)
Want to book more weddings more quickly & Save $20 Off my Wedding Templates? (click here).

By Alison Ellis Leave a Comment

Live Training In January For Floralpreneurs

Is 2019 going to be your best year in business?

I’m sending out one last invitation before the end of the year to floralpreneurs to join me in my training, The Art of Good Business, before we start the next live session on Jan. 3rd….

If you’re a talented floral designer, but you also…

Write your own website copy & social media posts
Manage your marketing & branding strategy
Struggle with “selling yourself” sometimes
Still spend too much time with clients who aren’t a good fit
Wonder if you even have a brand yet…

Then this course is made for you!

You’ll learn how to focus your marketing efforts and take your website from beautiful to functional by honing the voice of your brand so that you can prequalify leads and attract more clients that love you. It’s easy to get started…

CLICK HERE TO SIGN UP!

You can do this course work at your own pace, but I’ll be LIVE in our private Facebook group every Thursday in January to walk you through the course content and answer your questions in real time!

I want to see you succeed…and I know that every small step leads to the next…so I’m here to support you so that you get results.

CLICK TO ENROLL BEFORE JAN. 2!

If you’re ready to get super focused on:

your business goals,

updating your branding and messaging,

and create a more engaging website (so it represents how awesome as you are and attracts more ideal clients!),

I’d be honored to have you on board!

(read on for details…)

The Art of Good Business includes:

6 pdfs (over 125 pages of lessons + 8 pages of worksheets) that you can download right to your computer; you can even print out the entire course if you’d like.
Over 4 hours of videos to supplement the written content.
Plus monthly livestreams in our private Facebook group to help keep you motivated and moving through the course all year long! I want you to see results and make positive changes in your business! In our private group we can interact with one another and I can address your specific questions.
You can also e-mail me directly with any questions you hay have (before, during or after the course).
REMEMBER: I’ll be walking through the course with you LIVE every Thursday in January!

Plus You’ll Get The 5-Day Business Plan Bonus:

Day 1: Planning ahead: Set your future-thinking business goals
Day 2: SWOTs (Identify 1 opportunity that you can act on this week!)
Day 3: Improving Sales Copy With “Benefits & Results”
Day 4: Bare Bones Business Plan (You can have a current and future plan for your biz this week!)
Day 5: Updating and Implementing (Because action is essential!)*

NOTE: THIS IS IMPORTANT WORK TO DO IF YOU’VE NEVER WRITTEN A PLAN.

Click here to sign up.

Testimonial:

“I just booked my biggest gig yet, by $3k…

I just have to say this course, Alison’s content works!…my ideal client is more clearly defined, I’ve mostly reworked my web copy, have been better about blogging, and more intentional about how I talk to my followers on social media posts.” -Jessica Ormond

How do you transform your business into a brand?

CLICK HERE TO ENROLL!

The total investment in this training is $1,000 and I have a 1 year payment plan option available at no interest and when you sign up by Jan. 2nd, you’ll be able to tune into all 5 livestreams in Jan (and replays will be available if you can’t tune in live).

Click here to take advantage of the payment plan: https://courses.realflowerbusiness.com/product/12-month-plan/

I’ll teach you how to level-up with actionable steps & stellar tips so that you can perfect your brand’s messaging in The Art of Good Business!

If you have any questions or hesitations about signing up, feel free to shoot me a quick e-mail and get in touch! floralartvt@gmail.com

I hope your 2018 is wrapping up on a good note and I wish you tons of success in the upcoming year.

With love from me to you,

Alison

By Alison Ellis Leave a Comment

5 Actions To Take When Business Seems Uncertain

True Fact: Your business will face uncertainty.

As a small business owner who focuses on fresh flowers for weddings and events, you may experience a lot of uncertainty!…for example…

Kim asked in my Facebook group (to florists who’ve been in business for many years):

“Do you have “off” seasons where your booking rates are down? Is this a marathon not a sprint?”

The short answer is yes! Business ownership is a long game…and the path to success isn’t a straight line.

So what do successful business owners do when it’s an “off” year?

Here are 5 ways to Take Action when you’re not sure what to do:

#1. Streamline your “Systems”. A “System” is essentially a process for how you accomplish a task in your business. Typically you document your systems in writing (ie your operating procedures or employee handbook), and use them to identify inefficiencies or opportunities for automation in your business.

Systems are critical for a successful business, because they allow you to:

generate income with way less effort
reply faster and more effectively with less stress
automate and streamline to get more done in less time

I have systems for client communication (and you should too), and I share my E-mail Reply Templates to help give florists a shortcut and you can find them HERE!

#2. Assess your SWOTs. What are your Strengths, Weaknesses, Opportunities & Threats?

If you only do 1 thing in an attempt to troubleshoot or plan ahead in your biz, I want to challenge you to take a few minutes to list out your SWOTs. (List as many as you can think of, but 2-5 per category is a good goal for a quick planning exercise.) What are you doing really well?…Which areas “need improvement”?

Now ask yourself:

How can you address one weakness?
And…What can you do to accentuate your strengths?

Pro tip: When things feel “off”, it’s essential to take an honest look at what’s going right and what threats or weaknesses you can address. You cannot improve what you do not measure!

#3. Update your website. I say this ALL THE TIME, but that’s only because it’s truly effective. Your website is the ONLY piece of your online presence that you actually own. You don’t own Instagram or Facebook or TikTok and they can change their algorithm anytime they want. Your website is truly yours.

Here’s where to focus your website efforts:

If you have your most recent pictures on Instagram, but they’re not on your website yet, make updating your gallery a priority!
Does your About Page have a photo of you and/or your team? If not, then do that TODAY! I don’t care if it’s a professional headshot or a selfie of you in your studio or at your desk….just let me see your face! Your customers are hiring YOU….don’t be afraid to show your face.
Improve your sales copy. This can be the trickiest aspect of website “stuff” for many florists, but the words you choose to use on your About Page, Weddings Page, Contact Page, etc. should be clear, concise and speak directly to your ideal customers. You’re not talking to “everybody”; you’re talking to the people who are most interested in what you do!
Blog. Yup. Still this. Blogging. It’s STILL how you optimize organic SEO, develop the voice of your brand and share your most recent happenings with your fans and followers.

If you need some tricks to make your website more engaging, you can get my BEST website secrets HERE.

#4. Connect with other vendors just to check in. Perhaps it’s the mutual referrals that you’ll gain….or perhaps it’s simply a sense of friendship and camaraderie that benefits you both…but “seeking to get” cannot be the motivation for reaching out. Seeking to connect should be the motive, nothing more!

You can choose to seek out a new relationship or simply check in with an established connection (perhaps someone whose work you respect, but you haven’t worked with much lately). Fellow florists, photographers, caterers, venues, you name it….if they serve the clients you wish to serve, they have the potential to be a good connection…but make sure it’s a two-way street. What can you offer to the friends and vendors you connect with? How can you help them?

People can sense when you “want something”….we ALL can tell when someone is reaching out to “get something from us”, but your fellow wedding vendors should be connections that you value and nurture…it’s not about what “they can do for you”, but about how you can help each other.

#5. Shorten the turnaround time on proposals for new clients. If bookings are slow, it’s important to turn proposals around in a timely manner. The quicker you send it out, the quicker you book it, so don’t drag your feet on proposal writing! T

he trick is to give enough detail that the client can trust you, but not give away so much detail that it takes 5 hours to write and send a quote to a client who isn’t under contract and cannot afford your quote.

You can find my shortcut for writing proposals in less time here: How To Write Proposals That Sell and Book More Weddings More Quickly!

Take some action in your business to plan for the future!…so you can keep doing beautiful work!

Remember: “Insight without action is worthless.” -Marie Forleo

how to start a floral design business, how to become a florist, floristry

After 17 seasons of running my home-studio business the reality of this is inescapable–at some point, every year, there is no “guaranteed” business for the next year. It may be a GREAT year in business this year, but next year’s success is still yet to be determined.

When you design wedding work, but you don’t have a brick & mortar flower shop, the idea of “repeat business” tends to be out of reach because someone planning a wedding this year, isn’t going to be back again next year!

And if you do run a brick & mortar shop, you have the ability to capture repeat business, but there’s daily stock & inventory to manage, employees you need to pay whether it’s a “good month” or a “bad month” and let’s face it, that’s a lot of pressure, too!

So no matter how you slice it, a business venture brings uncertainty, stress and responsibility….

BUT it also brings freedom, control and choice!…

I hope you’ll take action in your business TODAY to keep reaching for your goals.

xo. -Alison

Additional resources:

Click to read 4 Actions To Grow A Business