Education and Business Training for Floral Designers.
I am so excited to share that I’m a guest on The Flower Podcast this week! Scott and I have talked a few times before (you can find all of my past episodes HERE!) and this week we’re talking to floral designers and farmer-florists who want to add weddings into their current business model. Click below to listen or head to wherever you get your podcasts to tune in today!
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.
The goal is to create a professional, curated group that’s NOT ON Facebook so that I can provide off the charts value.
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!
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!
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.
When I first started out in my business, I thought the goal was to book every client–no matter what!
Whatever reassurance a customer needed to be persuaded that I was the right florist for the job, that’s what I’d do!
But over time, with experience and concerted efforts to understand who my ideal customers actually are, I’ve come to realize that I don’t want to book every customer! Not by a long shot.
Well, it’s someone who doesn’t need to be convinced that I’m the right choice because they can already feel that I’m the best choice from the preliminary experience with my company and my brand (via my website, consultation and e-mail communication).
By tapping into who my clients really are and what they really care about, I’m able to reach them on a deeper level and develop a level of trust before we even speak and that means that “the right clients” get to “yes” more easily.
I’ve learned to let go of the clients who aren’t an easy fit. I only want to book the right customers for me.
“Alison’s email templates are an absolute life saver!
The email templates have taken off so much stress…just copy + paste, tweak a bit to customize with your own personality, and hit send. Client responses to the email templates I’ve used have been positive…the message is clear, and the tone is professional + kind. Absolutely worth the price in time saved!!” -Bethany
My downloadable pdfs, How To Write Proposals That Sell and Wedding Workflow show you how to spend less time before booking a client and how to lay out the steps for clients from the initial inquiry to post-wedding day follow-up! Combine them with my E-Mail Templates and Wedding Contract, you’ll have my entire communication package, plus you’ll save $30 off when you buy all 5 templates here.
I’ve streamlined my proposal process so that I’m not “giving away too many details”, yet I still provide enough detail that a client can trust that we’re on the same page.
And I clearly communicate the steps in our booking process, so neither one of us invests too much time before we’ve decided we’re a good match.
It may not happen over night, but with time and practice, the booking process starts to take shape and you’ll be able to prequalify clients before investing too much time.
You can take a shortcut with all my downloadable pdfs here!
Keep doing beautiful work!
With love from me to you,
P.S. If you have questions for me, don’t hesitate to drop me a line right here: floralartvt@gmail.com
I’ve seen an influx of florists asking about “ghosting” in my Facebook group. Particularly the question, “What can I do to fix this?”
If you, too, are experiencing customers who “disappear” without a word, check out today’s video where I talk about 2 reasons this may be happening plus 4 tips to help you correct this problem in my live chat on “Closing the sale”.
Click to watch if you’re getting ghosted:
Every florist can relate to your frustration when a customer just walks away! You’re not alone.
At this point in my business I have an excellent pre-qualification process. I think instead of just “weeding out” price shoppers, prequalification serves as a form of “customer service” by letting potential clients know some important details before we move forward:
#1. My requested minimum for THEIR event (if it’s further away, the minimum is more, for example, if there are 8 bridesmaids, it’s more than if you have 2 bridesmaids, etc.),
#2. That our first contact is via phone consultation,
#3. I will provide them some preliminary details and a quote and THEN THEY CAN BOOK OR NOT, but we’re not going further down this road (with multiple revisions, meetings, etc.) unless we’re on the same page at this point regarding price, style and trust….and a deposit.
Now, that said, I really do feel your pain; it’s not easy to “start from scratch” each season as we do in the wedding industry. No “repeat business” from last year’s couples makes what we do in the wedding biz very uniquely, stressful and we must be resilient when faced with rejection. Which is easier said than done sometimes.
But here’s how I see it, anyone who’s price shopping and doesn’t choose you, is a GOOD loss. You don’t want that customer….OK, maybe you just need “any customers” at some point, but in the long run, the price shopper isn’t a “type of customer” you can truly try to court and make loyal to you/your brand.
Your ideal customer (not necessarily “high-end” or “luxury customers”, but YOUR customers, the ones who want the work that you enjoy doing!) have to “find you” because you show up for them in a way that’s clear and obvious to them.
As I always say, we have to speak directly to their hearts so they can find us….and what happens on the flip-side is that these price shoppers start to realize that we are not talking to them.
They “weed themselves out” because they can feel your honesty, your quality, your vibe, and they want you. Not “just anyone”.
You’re not “the cheapest”; you have something more to give…and they feel that.
Your businesses depends upon understanding what your customers need, then, you serve it up on a silver platter, and if it’s “not for them”, they know it…..just as much as we do.
But for your ideal clients, the clients who LOVE you and are excited to work with you, THEY GET IT. They get you. They want what you do. They don’t need convincing because you’ve already shown them WHO YOU ARE.
This is the work I do on-the-daily….and what I teach in The Art of Good Business….and it IS a long game…..
But it was only a few years ago when I was “doing my art of good biz work” and I was just not booking as many weddings as I needed. And I was bummed. And kinda stunned. ‘Cause I was working SO HARD. And putting SO MUCH out there…..yet a friend of mine who wasn’t “doing all the things” and wasn’t trying so hard, well, she was booking GREAT gigs, easily…..her customers loved her. And I was at the same junction you seem to be now; “WHAT AM I DOING WRONG?”
“Oh nothing”, my friend assured me. “You’re great. You’re doing everything right”…..but I insisted, “No. You’re booking. I’m not. I’m working hard to express myself (blogging, revamped website, and doing some of my best design work), but I must be doing something wrong.”
So I used this “less than busy enough” time to “do even more work” and in the end, the season was “OK, not great”…..BUT THE NEXT YEAR was my BEST season yet. The season after that, even better, Last year, best so far…..
That season I was down, well, I lost my mojo or my vibe was not jiving with the clients I wanted or I was trying too hard….because despite my best efforts, and I mean really, deep rooted best efforts, people weren’t digging me.
All this is to say, you’re smart to ask “What can I do to fix this?” Because it is up to you to fix everything around here! This is your dream, your biz, your struggle….and your ideal customer to attract and wow and attract again, and again, and again.
Keep working. Keep looking for holes, clues, signs, signals, mis-communications that you can fix.
Keeping the faith in the off-season is hard when we’re not booking. Keep moving forward.
Keep doing beautiful work.
xo. -Alison
Definition of ‘Ghosted’ (via Huffington Post).
The term “ghosting“ (sometimes known as the “slow fade”) refers to the anecdotally pervasive act where one dater ends a relationship by simply disappearing. The ghost does not give an explanation of any sort, leaving the ghosted wondering where he or she went wrong.
It took me several years of building my floral design business before I felt like I finally started to hone in on my pre-qualification process.
OK, I’d heard that before, but I really, really wanted more customers! How was I supposed to ignore perfectly decent customers in pursuit of only the right ones? (This felt risky.)
Well, it wasn’t “easy” and it did take some practice, but I spent the new few years zeroing-in on the clients that I really wanted to work with and soon, I had a calendar that was 90% filled with “my ideal customers”.
(OK, I totally made up that number….maybe it was 88%?….maybe 95%….I didn’t do the math, but my customers rocked. I was psyched with almost every single client.)
It took me years, but now I understand that attracting the right customers to my business is not about mass appeal; it’s about niche appeal.
That’s what’s marketable about you/your brand.
If we want to attract “better gigs”, we must show our ideal customers who we are.
Click to watch: Prequalifying Clients, Live from Facebook.
Save yourself time and save clients time, too, by identifying early-on that you’re just not the right fit.
Make prequalifying part of your workflow.
Successful business owners don’t waste time in unnecessary meetings.
CEO’s say No to things that don’t fit the vision.
Prequalify.
I know so much about my potential clients, even the ones who don’t book me, because their inquiry forms tell me a lot of important details about who they are….beyond just “we’re planning a wedding”.
My pre-qualification process feels like customer service.
It’s worth taking the time to get to know my ideal clients so I can more easily attract them AND more easily identify the clients who won’t be “ideal” for my company.
Remember: Ideal customers don’t need convincing. They already dig you.
Thanks for reading & watching!
With love from me to you,