Flower & business design insights, inspiration, and advise for the modern day florist (or wannabe florist).
Step 1: Polish up Your Portfolio.
Your website is your storefront to the world. The same could be said about your pinterest and Instagram account. Make sure the work you share is the best quality. This means using high petal count flowers like garden roses, peonies, hydrangeas, etc. Use unique vases, gorgeous decor, and beautiful venues. Your photography should be professionally shot for the most part.
If you are new, work on building a portfolio based around your ideal bride. Pick a theme, collaborate with a few high quality vendors, and make magic.
For now you can clean up your website and social media by removing any poorly shot images, any cheap flower shots, and anything that does not say “wow”.
Step 2: Partner with photographers who shoot weddings you’d LOVE to do flower styling for.
Even if you are in a small town, there is a go to photographer who works with clients who have a discerning eye. That is who you need to connect with. Those clients understand the value behind their special day and appreciate quality. Most importantly will gladly invest in a florist who can make their vision come to life.
Guests remember the food, people and the décor/ambiance. Understand your value and align yourself with vendors who do the same.
Step 3: Create a consultation process – to – proposal delivery system.
Online, all roads should lead to one place. Your virtual consultation form. Create a form on your website that gathers your client’s information including the following:
If the client likes your ideas and wants to meet in person, you can send her an appointment booking link and require a $50-$100 for a booking session at your shop. If she decides to book with you within 1-2 weeks, you will apply her appointment fee to her overall order.
These three steps listed above just scratch the surface of what it takes to consistently book higher end brides. A huge piece, that varies from person to person, is believing you can do this.
It takes the same amount of effort into planning and ordering a wedding of 400 guests with a $1,000 budget as it does a $10,000.
If you liked this post, you’ll enjoy a free workshop we have called The Profitable Florist. Inside the webinar, you’ll learn more about the number one way to book higher end clients consistently. We cover everything from funerals, weddings, corporate, events, and more.
The biggest struggle with my new clients seems to be DIY brides. They come looking for professional work from the florist, when it is time to invest, they want to haggle. They may even say I have a cousin who has a kitchen and can do something like this.
The second struggle would be the phone and email tag that takes place after you’ve spent hours working on proposals and sharing your proprietary ideas with the bride. All of this to find out a week or two later, she is booking with another florist. Or even worst, going to Costco and Hobby Lobby with your ideas and a shopping list.
After a while if you keep encountering clients like this it will annoy the hell out of you. Instead of getting all in your feelings, I challenge you to set up some structures around your entire consultation process.
Make so that, before the bride picks the phone up to call you, she will know what is expected of her in order to work with you. Here are my top 3 ways to attract high end wedding clients.