How to sell floral subscriptions in 2022

Wondering how to sell floral subscriptions in 2022? You're in the right place!

Floral subscriptions are definitely rising in popularity. Florists are recognising that having a set, recurring income is awesome. Customers are recognising that having flowers in their workspace or on the kitchen island is awesome.

It's the definition of win-win, right?

And from the outside, selling floral subscriptions feels like it should be simple. It's like "Who wouldn't want to have flowers delivered to their house regularly?"

It's easy learning how to sell floral subscriptions in 2022 should be super basic, right?

After you've gone through all the effort of getting the subscription tech sorted on your website, you step out into the big bad world and tell a few people about it.

Maybe you mention it to a few friends or family members. And then you sit back and wait for the orders to come rolling in...

...But all you hear are crickets. Nada. Nothing.

Maybe you've had a handful of customers pop on from now and then, but it's not the rush of revenue you thought it would be.

You're left feeling frustrated, wondering how everyone else makes it look so easy but you're left wondering what you're missing, wondering "WTF am I missing?"

Maybe you've even Google "How to sell floral subscriptions in 2022?" (Well hello there. Nice to see you too!)

Let's get into it!

I'm here to share a few helpful tips to make it easier for you to sell floral subscriptions this year!

Back to Basics: What is a Floral Subscription?

(I know it might seem obvious, but just in case the whole concept is new to you.)

Just like the name states, a floral subscription is a regular, recurring flower delivery you make to a customer. It might be a corporate client who received flowers for a reception table every week. Or it might be for a family of four to put on their kitchen table every week.

Typically, the frequency of the delivery is weekly, fortnightly or once per month. But there are no real set rules around timing.

Some florists require their clients to sign a contract, locking them into a specific window of time. Others allow their clients to navigate subscriptions on a self-serve basis, meaning they can go into their account and pause their order, update their details and change their information. (It's kinda like if you signed up for a CSA or weekly veggie delivery. The customer sets up their account info and then has total control over the details and delivery.)

What's the Most Common Mistake Florists Make in Offering Subscriptions?

One of the most common mistakes I see florists making when it comes to how to sell floral subscriptions in 2022, is offering up too many choices and too many options for their customers.

Most of us would assume that giving our customers choices, leaving the possibilities open, will lead to increased revenue.

But it doesn't.

Instead, it leads your customers to overwhelm and decision fatigue. And that always leads to no sale.

I know it sounds counter-intuitive but in actual fact, one of the most helpful things you can do for your customers is narrow down the choices. Yes. Scarcity leads to easier decision making, leads to more sales, leads to increased revenue.

So, if you're wondering where to start in terms of how to sell floral subscriptions in 2022, start with a very simple offering of two choices, each in just three sizes. One in a neutral palette, one in a more colourful palette. And make sure the size variation price points increase by at 30% between sizes.

For example, you might have your smallest size start at $135, your medium is listed at $175.50 and your large is listed at $228.15 (and yes, you can set your prices even higher than this).

My #1 Tip For How to Sell Floral Subscriptions in 2022

I used to think I needed to ask the client to supply the vase or that I needed to offer enough options to cater to a wide array of containers.

Turns out, it can be a lot simpler than that.

Turns out, one of the best sales tactics you can implement for floral subscriptions is to design with a specific vase in mind – a vase you pick. A vase that aligns with your vibe and your brand.

Every florist I've met has heaps of stories of showing up at a client's house, thinking we knew what container everything was going in...only to find out that container is actually four times bigger than the sizes they provided.

So, set yourself a little shopping mission. Go exploring and look around at different container options and find one that feels right for your floral designs.

Offer it up as a 'free' incentive for a new customer to start their subscription and then you'll know, with every week's bouquet you're making, it's going to look awesome because it's going in exactly that container.

Yes, it makes your job 100x easier. But just as important, it makes the flowers look great.

That adds to your customer's satisfaction and, because of that, they're more likely to tell their friends or share a photo on social media.

That, in turn, increases your exposure. More people find out about your offer. And, just by having offered a super simple solution for your customers, all of sudden you're experiencing the power of word of mouth marketing. SHAZAAM, more orders come in the door! So good, ain't it?

Let's Go Deeper: Selling Floral Subscriptions Like a Boss

Want more inspo to help you learn how to sell floral subscriptions in 2022? I've gotcha covered!

On this week's podcast, I'm diving deep into all things floral subscriptions. I'm passing along three tips to help you get better results when it comes to selling floral subscriptions in your business and we talk strategy.

Whether you're brand new to the idea of subscriptions or you've been selling floral subscriptions for a long time, this podcast episode will give you lots of juicy tips and tricks so you can sell floral subscriptions like a Boss.

Inside This Week's Podcast Episode You'll Learn:

The right marketing strategy to follow for selling floral subscriptions so you can get results faster

Sales tips to help you grow your revenue

My #1 approach to making it work so you make faster progress

Simple, step by step guidance on levelling up your floral subscription business today

Listen to the full episode here

Full Episode Transcript

 

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8 Website Must-Haves for Florists

Looking for a list of website must-haves for florists? You're in exactly the right place.

Y'all heard me preach about how important your website and I believe that down to my bones. Particularly now, with the continued increase in online ordering and more and more customers getting comfortable connecting with florists online.

Your website is the easiest way to make your sales process super simple as well as making marketing way more streamlined.

But it's also really easy to get overwhelmed sorting out website must-haves for florists. The additional layers of tech, trying to troubleshoot and getting totally confused by the possibilities, add-ons and additions is totally normal.

In fact, I just saw another ad from Shopify, celebrating how easy it is to get a shop set up on their platform. I think these ads actually make the issue even bigger for us.

Yeah, it is easy to get it set up and started but getting the products uploaded, looking the way you want it to look, getting the delivery date picker sorted, and the checkout streamlined in a way that suits the needs of your customers is a totally different game.

So, I thought it would be helpful to put together a list of my 8 website must-haves for florists.

Website Must-Haves for Florists – Tip 1: Your Website Is Your Flower Business.

One of the biggest changes to come out of the last two years of upheaval is that more customers are shopping online than ever before. In fact, the world of online shopping is expected to exceed $5.5 trillion dollars in 2022. That's a big number, right? (Check out this article from Cloudwards.net.)

No longer is having a brick + mortar shop the benchmark for success as a floral designer. In 2022, your website is your flower business.

So, the goal is to translate the in-store shopping experience, the expert status of being a professional florist into your flower business website, creating an easy-to-navigate online experience for your clientele and a money-making asset for your business.

Tip 2: Find a Restaurant Theme For Your Website.

If you are going to use one of the DIY platforms like Shopify or Squarespace, when you're looking for a theme to use, focus on restaurant and cafe themes.

In the early iterations of my website, I made the mistake of paying for a portfolio theme (yes I totally got sucked in by the prettiness of the templates). But then I had to back to the beginning, figure out how to add heaps of new content, set up new page layouts from scratch and add on extra plugins and widgets.

Learn from my mistake and save yourself a giant headache on Day 1: focus on finding a theme that works for a cafe, a bakery or a restaurant.

There are so many crossovers and similarities between floristry and restaurant services that you'll be able to repurpose a lot of the default theme templates and layouts to really fast track your progress.

It's one of the easiest shortcuts to adopt when you're sorting through florist website must-haves.

Tip 3: First Impressions Matter.

Particularly in our industry. We're selling a luxury service and marking up our designs at a hefty premium. That demands that we put our best foot forward in terms of our marketing and the first impression we present to our customers.

So, be intentional with your visuals, the flow on your website and the level of sophistication you put out into the world. As crazy as it sounds, your customers are going to use your website as a placeholder for your ability to design. That means those first impressions really do matter.

If you don't want to figuring all things florist website, be sure to join us inside Flower Boss Bootcamp – we give you the templatest to follow, the words to use on each page and give you the tools to make it easier to build a better flower business website. Click here to join us today.

Tip 4: Use Simple, Direct Words.

One of the common mistakes I see florists make is trying to be uber creative with the words they use on their website. Yes, there are SEO implications with our word choice but just as important is that we need to make our language as simple as possible for our customers to understand.

Most customers are incredibly intimidated and overwhelmed by the prospect of talking to a florist and if we use too much industry jargon, designer speak and just make it all too fancy and complicated, they're going to run screaming the other direction.

So, when it comes to things like 'Order flowers', just say that. You don't need to get fancy and go with 'fill your basket' or 'spread joy'.

The general rule I like to follow with website words is to stick with the language your seven-year-old nephew would understand. Keep it simple AF.

Tip 5: Set up an About Me Page

I spent years hiding behind the facade of our business because I was worried I'd get called out as a fraud or not good enough. Turns out, I lost customers because they didn't know there was a real person, a real family behind this business.

So, don't be shy about telling your story.

Share with your clients why you LOVE flowers, how you first fell in love with this work and what your mission is. In turn, you'll notice your clients will fall in love with you even more because they'll be able to see your passion and your drive.

The brand Toms is a great example of this. We can buy a pair of slip-on shoes from thousands of different businesses around the world.

But we buy Tom's because we know their story and want to support their mission.

Your flower business is no different. Embrace the discomfort and start to share your mission and passion with the world!

Tip 6: Integrate Your Instagram Feed

This has got to be one of my favourite shortcuts for making your website look good. Integrating your Instagram feed into a few pages on your website keeps the content looking fresh, but you don't have to spend any time going in and updating image galleries or uploading new photos.

And, rather than just having it on one page on your website, don't be shy about doubling up. I suggest having it on your homepage, your about me page and your main services page.

This one tip has got to be one of my favourites when it comes to website must-haves for florists.

Tip 7: The Top Navigation is More Important Than You Realise

I didn't realise this but there is actually a lot of thinking that goes into setting up that top navigation on your website.

The goal with the navigation is to make it easier for your customers to navigate themselves through your customer experience. You want to serve up the experience and your content one step at a time.

So, put yourself in your customer's shoes and map out the process you want your clients to experience – from the moment they land on the page, to where they want to go next, second and last. And go through it all step by step (better yet, have a trusted friend do it for you and give you an honest opinion.)

HOT TIP: One of the best lessons I learned is to NOT have your wedding enquiry form linked in that top navigation. Yes, it lead to lots of enquiries but most of them were a waste of time.

Tip 8: Take It One Step At a Time

The thing about getting a kick-ass website stored is it is a lot of work. And what seems like a simple idea (thanks to Shopify), ends up leading you down a whole path of solving lots of itty bitty problems, constantly running into roadblocks and then taking the time to figure out how to overcome it.

One of the reasons getting a florist website sorted is complicated is because we need to have lots of layers of tech. For example, when your customers are ordering flowers, there are some very specific plugins we need to include (i.e. card message, delivery date picker).

This is what makes florist business websites different to other websites (and much more complicated than Shopify pitches it to be).

One of the best things you can do is get off your computer and grab a pen + piece of paper. Map out the process. Go step by step and really think about the stages your client needs to go through.

You can even look at florists in other cities, heck even head on over to Interflora or Petals just to see the steps in the process. And then start to sort it out for yourself.

I find drawing myself a diagram and going through it in detail to be really helpful.

In my experience, of all the website platforms available, I like WordPress the best. I've found it to be the most flexible, SEO-rich and cost-effective option for florists.

I know the initial set-up on WordPress can be overwhelming so check out this YouTube video where I walk you through the process step by step.

So, when it comes to sorting through website must-haves for florists, remember to take it one step at a time.

My #1 Tip for Streamlining Your Approach

Your website can be one of your best allies in growing your business. All the struggle and frustration we experience in trying to sort out the tech and getting it working is 100% worth it. It's one of the greatest gifts we can give ourselves and our business.

One of the biggest reasons I've been such an advocate for getting a kick-ass website sorted is that it saves you thousands of hours of time. Literally.

And it doesn't even need to be the fanciest, most sophisticated solution out there. I'm not talking about the sexiest plugins and latest widgets. And I'm definitely not saying you need to spend $$$$ on it.

On this week's podcast episode, I'm sharing heaps of helpful shortcuts, tips and tricks and ideas to help you use your website to streamline your approach.

Spending a little bit of time now can free up so much time and energy in the future, giving you more flexibility and allowing you to spend more time flowering and less time admin-ing.

Inside This Week's Podcast Episode:

Simplifying the website building experience for florists

My go-to strategy for getting your website sorted

The five layers of every flower business website you need to pay attention to

What to focus on first when you next evaluating your own website and making planned updates

Listen to the full episode here

 

Full Episode Transcript


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How to Wedding Florist Consults With Ease – 5 Questions to Ask Your Clients

Struggling to figure how to wedding florist consults? Here's my go-to approach to making it easier for you (and your prospective clients)!

In 2018, I must have held the record for most wedding consults done and the least number of bookings made.

When it came to figuring out finding answers on "how to wedding florist consults" I was so lost!

Seriously. It felt like a crazy hamster wheel where I would show up for the consult, ask the questions, tell them I'd send them the quote and then either get ghosted or finally hear back that they went with someone cheaper. It was happening to me every single week.

Overcoming that challenge taught me so much and, most importantly, it got me to question how I was consulting my client consults and finding new, more efficient ways to do things.

Since that time, I've really mastered the art of the wedding enquiry process and started to really see that the process of how to wedding florist consult itself isn't the end-all, be-all. Rather, it's just one step in the customer experience we're providing our clients. It's like that one meeting is simply one piece of a bigger sales process, an experience you're providing your clients.

Rule #1: There Is No One 'Right' Way To Do Consults

We all have different strengths and different personalities. Don't shy away from that and don't assume that someone else's template is going to fit you perfectly.

Instead, I want you to think about your wedding consultation process as something that is intrinsically yours, built on your strengths and structure in a way that makes it easy for you to navigate.

Make your wedding flower consult process your own and, remember, you can forever be refining it, changing it and adjusting it.

Below, I've mapped out my five favourite questions to ask clients during a consultation – feel free to use them, try them out for yourself. But also, don't feel you must stick to this formula. Make the questions your own. Play around with the specific words you use and the order you sort through the details with.

At the end of the day, the most important thing to remember when it comes to wedding consults is that this is about building a relationship. You want to show up with professionalism and focus on building trust, really getting to know your clients and understanding what makes them tick.

As crazy as it sounds, how you navigate your consultations can set you up for a huge amount of creative freedom. If you can get a sense from your clients about their vision for the day, their priorities, what they're worried about and really dig into their priorities, you'll get such a clear picture of where you can push the creative experience and where you need to stick to a specific box.

BONUS TIP: Not sure what to include on your wedding flower enquiry form? Check out this YouTube Video: 3 Questions Every Florist Should Include On Their Enquiry Form

How to Wedding Florist Consults: 5 Questions to Ask Your Clients

QUESTION 1: Paint me a vision for the day. How do you see the day unfolding?

I like to lead with this question for two reasons: yes, it's helpful to get them to explain how they see their day going. But just as important: get them talking, have them share their vision and dedicate a bit of time getting comfortable with one another at the beginning of the session.

This question is all about setting the tone for the consult and building rapport. Your clients are as nervous as you are. Use the first 5-10 minutes to settle in, generate excitement and build that personal connection.

QUESTION 2: What are you most excited about on your wedding day?

This one question is incredibly powerful because it shows you where their values are and what really matters to the two of them.

A word of warning: don't be surprised if they aren't quite sure or they each have sort of conflicting ideas of what matters.

Not having a clear answer to this question is super common and in fact, it presents you with the opportunity to become truly indispensable.

Be the one who helps them sort out their priorities and they will take your guidance and input on all the things (particularly when it comes to prioritising budgets, colour palettes and flowers to feature).

Don't be shy about sharing your point of view and bringing them back to the task at hand: prioritisation.

QUESTION 3: What is your budget?

Yes, talking about money can feel uncomfortable but this one question serves your clients as much as it serves you.

This is one area I really shied away from in the early years of my business. I didn't want to talk about money and I didn't want to feel the awkwardness. But I know, my hesitation to talk about budgets is one of the reasons I wasted so much time and got ghosted by so many clients.

Now, just like you, most humans hate talking about money. This is true for your clients as well.

Your clients are going to feel embarrassed to bring it up and might even be filled with a sense of shame because they are convinced they don't have enough money (this is true no matter how small or big their budget is).

HOT TIP: I like to include this question on their initial enquiry form to avoid that uber awkward first money conversation. It's much easier to repeat the information from their initial enquiry form than it is to have them be the first to throw their hat into the ring.

At the end of the day, 99% of our clients don't have enough money to afford their entire wish list (that's why it's called a wish list, right?).

That's OK. Remember, you are the expert. You're there to help. Make it your goal to pass along your guidance and expertise and give them the information they need for them to make the right decision for them.

QUESTION 4: What is stressing you out the most?

This question is there to really built trust and create a better bond between you and your clients.

I've found that most couples getting married don't feel like they have enough people advocating for them, cheering them on or giving them the support to make decisions from a place of empowerment. Instead, they're trying to make sure they're not hurting anyone's feelings or hoping mum doesn't blow a gasket when she hears how much that archway is.

Become your client's #1 fan and be their #1 cheer person. They'll love you for it!

In addition to building a better bond with your clients, this question is really helpful to give you a bit of a heads up as to what to watch for on the big day.

Weddings bring up all sorts of emotions for all of us and it's helpful for us to know what we're walking into on the big day, right?

For example, it's super helpful to know if the bride is super stressed about being the centre of attention or if one of the pair is dreading what their Aunt Judy is going to do on the dancefloor.

Shortcut your progress and get access to the full suite of templates + how to guides with my Wedding Enquiry Masterclass. This course is part of the Flower Boss Bootcamp study vault. Join today and fast track your enquiry process!

QUESTION 5: If you could ask me anything, what would it be?

Yep. Give them a few minutes to ask any questions they might have. And give them permission to ask anything (quite literally, tell them it's OK if they think it sounds silly).

Remember, your clients haven't done this before (or if they have, they did 10+ years ago).

Be patient and shower them in kindness. A the end of the day, I have found this approach really does help set the foundation for being able to create an even bigger, better 'wow' client experience on the day.

Go Deeper: Wedding Consults Like a BOSS

It's normal to feel super intimated and overwhelmed navigating wedding consults. Most of us spend a lot of time worrying about how to respond to questions like "how many weddings have you done before?" or "show me your portfolio?"

We stay stuck, paralysed by our own insecurities and are afraid we're going to get called out as a fraud, feeling like an imposter. This is a totally normal human response when we're doing new things.

The remedy: create a plan for success.

Yes. When it comes to how to wedding florist consults, there is a simple formula to follow.

And it doesn't need to be super-duper complicated.

In this week's podcast episode I'm sharing some of my favourite principles for sorting through your approach to conducting wedding consult and giving you the tools to show up like a Boss at your next consult.

What you'll learn from this episode:

Why most florists approach how to wedding florist consults backwards (and how to make sure you're not!)

My five-part wedding consult framework

The fastest way to win a client's trust and book better clients – even if you're new

My #1 tip for showing up with confidence at your next wedding flower consult

Listen to the full episode here

 

Full Episode Transcript


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How to Run a Successful Flower Shop – My #1 Secret for Making it Work

I've been spending some time looking back at the early days of my flowering career. As much as it makes me want to cringe and I'm embarrassed by a lot of what I was doing, I've found it really helpful to reflect on all the mistakes I've made and see just how far I've come – particularly when it comes to learning how to run a successful flower shop.

I am on a mission to share as many of my epic failures and lessons learned as possible, with the goal to help you move forward and progress faster. It's like we all get to learn from the mistakes I made and then you'll be 10 steps ahead. Isn't that fun?

When it comes to learning how to run a successful flower shop, the list of mistakes we made is long. There are so many things I wish I had known and so many 'a ha' moments to share.

Even now, in 2022, florists are operating on a lot of misinformation about how to make a flower shop work and I want to help simplify this process. I want to fill the void of information and make it easier for you to get real results (and make more money).

At the end of the day, there is a lot to think about when it comes to how to run a successful flower shop. There are all the logistics around operations, insurance and retail leases. Then all the technology, POS and systems. Plus staffing and shop fit-outs.

And that's all BEFORE you even have a customer calling or coming into the shop to even get into the flowering and fulfilment.

I've put together this blog post to help cut through the overwhelm and help you get focused on what matters most. Because your time is precious. Your energy is limited and I don't want you to waste money on sh*t that doesn't work.

My #1 Secret for Making it Work: How to Run a Successful Flower Shop

I wish someone had told me, way back when I became my own boss, that I get to decide what success looks like to me.

I spend five years chasing someone else's definition of success and it was awful. It's like mindlessly climbing Mount Everest and then getting to the top, only to wonder "WTF is this? This isn't what I wanted?"

So let me save you from all that toil and trouble and lay it out for you as simply as possible: when you make the decision to start a business, you are signing up for being the person in charge. The head honcho. The person who holds that sign says 'The buck stops here.'

Most of the time, it's a scary place to be. It's new and unfamiliar and we put a lot of pressure on ourselves to get it perfect.

But being a business owner and flower boss is also one of the most empowering experiences a human can have. (I share more of this on Instagram, so be sure to follow along.)

I believe being a business owner really teaches us, as human beings, how to truly LIVE into the fullness of the human experience. To feel all the feelings and work through so many of our fear-based, scarcity-driven limiting beliefs.

So, if you're at a loss on what to do in your business and what direction to go, one of the most helpful exercises you can do for yourself and your business is to get clear on what success means to you. And be super literal and specific in your definition.

If you look up the definition of 'successful' on the interwebs, you get this: accomplishing a desired aim or result.

So, with that definition in mind, what is YOUR desired aim or result? Remember, you get to decide for yourself what you want success to mean and you don't need to pay attention to what anyone else is telling you "you should do".

Maybe you're like so many many of the florists inside my Flower Boss Bootcamp who want to have a beautiful shop front with a collection of giftware, home decor and a cute little flowering space.

Or maybe you're navigating a totally different path and only want to do 4 weddings a year, all with big fat 6-figure budgets.

Or maybe you're somewhere in between.

At the end of the day, you get to decide. You are the CEO, the woman in charge and this is your business. You get to define the outcome for yourself. (And no, you don't need to 'work your way up' or 'start small'.)

Being In Charge is Awkward

Yep. There you go. I said it.

Being a leader, being a CEO, being a Flower Boss doesn't come naturally to most of us.

We're very comfortable having someone else tell us what to do. When we're kids, our parents are in charge. Then we go to school and have teachers, principals, professors leading the way. And then we get our first job and, as an employee, we are still following someone else's lead.

Then, we make the decision to start a business and we bring all of that 'not in charge experience into our own work and inevitably 'outsource' the "being in charge" authority to others.

This is particularly true when we're wondering how to run a successful flower shop. We really like to tell ourselves there is a "right" way and a "wrong" way.

So, on our hunt for answers (and when we lack confidence), we might give our customers or clients the power to tell us what to create. Or we might have team members and staff who push us around. (I've experienced both.)

Here's the thing though: it's not your fault. You are not broken. You are a human being running a business and for most of us, no one sat us down and told us how intense this experience feels. No one has told us that when you own the business you get to decide what is done, how things are done and where the business is going.

It's OK that it feels new and awkward. It's OK to feel overwhelmed and confused. There is a lot to sort through.

You can do this. You can do hard things, right?

Go Deeper: My Flower Boss Success Formula

At the end of the day, your success is 100% up to you. No one else is going to come along and do the work for you.

You don't need to wait for permission. You don't need more qualifications and you definitely don't need more Instagram followers.

But you do need to decide you want this and you will make it happen. And then get to work.

Friend, it's time to double down on YOU. To recognise how capable and smart you are. This flower dream of yours was planted in your heart for a reason. I feel it in my bones.

It's time to step up and share your love of flowers with the world.

And no, you don't need to figure it all out on your own. In this week's podcast episode, I'm sharing My Flower Boss Success Formula.

Yes. Quite literally, I'm giving you the formula for showing up with more confidence, more clarity and giving you the inside scoop on how to embrace the discomfort of being the boss of your business.

What you'll learn from this episode:

The real reason we play small, stay small and talk ourselves out of massive action

The #1 secret to being intentional, mastering your mindset and showing up with more confidence

My 4-part framework for feeling successful (even if you're new and just getting started)

The value of hitting 'reset' on your business and coming back to basics

Listen to the full episode here

 

Full Episode Transcript

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Mothers Day Florist Business Tips: 3 Ideas to Smash Your Goals

As a creative entrepreneur, I love the high-pressure periods of Valentine’s Day, Mother’s Day + Christmas. I think it’s these periods that separate out the ‘good designers’ from the ‘great florists’ and the successful entrepreneurs from the starving artists.

When I first fell in love with flowers and toiled with the idea of starting a flower business, I had no idea how much expertise was required to navigate all the logistics and manage production. I was so swept up in all the beauty, the design mechanics, colour theory and trying to learn as much as I could about seasonality.

In our industry, no one really talks about the behind-the-scenes, the ins and outs of trying to sling that many flowers and manage a hectic trading period like Mother’s Day while still having your sanity stay somewhat intact at the end of it. So, finding Mother's Day Florist business tips can be like looking for a needle in a haystack, right?

When it comes to Mother's Day florist business tips, I like to think of it as a well-choreographed performance: it looks so effortless from the outside, but behind the scenes is a heap of plans, checklists and schedules.

Mother's Day Florist Business Tips: Get Your Website + Online Catalogue Sorted NOW

I liked to use the period leading up to Mother’s Day as a window to go in and make sure our online catalogue is up to date. If I'd been putting off a price increase or had an idea for a new product, I always used Mother’s Day as my deadline for new additions and updates. Anything I wanted to change, I'd make it my goal to get the updates sorted in the weeks before the big day.

Yes, of course, we’d make changes the other 51 weeks of the year but I liked to use Mother’s Day as an annual reminder to go in and evaluate our online catalogue more strategically and really make sure what we’re offering was still in line with our design aesthetic, flower availability, rising wholesale prices and evolving colour preferences.

So, tip #1 for florists looking to conquer Mother's Day 2022: put some time in your calendar this week to work through any updates you've been putting off. And yes, go in and raise those prices if it's been too long!!

Not sure what to offer in your online catalogue, here's my go-to approach.

Tip #2: Price Anchoring – Understanding Sales Psychology 

I learned about the idea of price anchoring when I was doing my MBA. It’s something I keep coming back to time and time again and Mother's Day is the perfect opportunity to put it to work for your flower business.

Now, I'm not gonna lie, when I first learned about it, I was kinda sceptical. I didn’t really think this big business idea would work for our little flower businesses but I'm glad to report, it totally does!

The simplest way to explain the concept of Price Anchoring is as follows: What’s the easiest way to sell a $1000 watch? Put a $10,000 watch next to it.

In the case of the watches, the goal isn't to actually sell the $10,000 watch. Instead, it's there to make the $1,000 more appealing and sell more $1,000 watches.

In the case of floral design, we can do exactly the same thing. We can use a premium-priced design, placed next to our average priced design and more people will be more inclined to pay even more. Thus, increasing our average order value. Yeah baby!

The first time I tried this idea out was for Valentine’s Day 2016 (yes, that seems like forever ago now). We intentionally created a bouquet of 3 dozen Cherry Brandy roses and slapped a juicy price on it. I had no intention of it actually selling that bouquet, but instead using it as an anchor for price comparison – its premium price tag was there to simply make everything else feel cheaper. It worked so good!

That one 3-dozen rose bouquet made the 2-dozen roses look way more appealing and our average sales increased. From that moment forward, I have used this strategy in a variety of areas of my business. I love experimenting with it and playing around.

These days, with more and more customers ordering online, we can take this exact strategy and put it to work on our websites – and it's even easier because you only have to photograph it, add in your fancy description and throw it up on your catalogue. It's like a one-time effort that keeps paying off (as opposed to in the shop when you need to keep designing it with fresh product).

Throwing a $450 or $600 product into the mix makes a really easy point of reference for your customers to then compare and come to the conclusion, ‘Oh yeah, I guess $150 for that bouquet is cheap’. Versus just having the $150 bouquet there and then they default to the $65 option.

So, on your list of updates to make on your website, make sure you add a new product that has a juicy price point – something that is 3-4 times higher than your average order value. (And remember, when someone orders that product, go in and make an even bigger one!)

Want a step by step guide to setting up a more effective florist website? Come join us inside Flower Boss Bootcamp and get all the tools + templates you need to fast track your growth (including my exact approach to setting up your website). Click here to join us today.

Tip #3: Review Your Google My Business Listing Today

When it comes to getting yourself sorted for Mother's Day, don't overlook some of the most basic marketing tactics we have available to us. Your Google Business listing is one of the most powerful (and free!) opportunities we have to get on our customer's radar.

And, when it comes to Mother's Day florist business tips, if you’re one of the many florists traditionally not open on Sundays, but you are trading on Mother’s Day Sunday, go in and make sure your hours are up to date for the big day.

Go in now, add in the specific hours you'll be open (i.e. answering the phone) and capitalise on some of those last-minute deliveries.

Plus, if it’s been a while since you’ve checked over your listing details, information and photos, take a few minutes to make sure it’s accurate and up to date.

Hot Tip: upload a few new photos to show the Google algorithm your business is active. This will help increase the organic reach of your listing and keep you current in the search world

More Free Stuff: How to Smash Your Revenue Goals for Mother's Day 2022

At the end of the day, there is a lot to focus on, particularly in the lead up to crazy times like Mother's Day.

If you want more support, a little clarity on what really matters and where to spend your time and energy to make the most of Mother's Day 2022, be sure to listen to this week's podcast episode. I'm sharing five tips to help you grow your revenue and make more money for Mothers' Day 2022. I'm also passing along more super practical Mother's Day Florist business tips.

I still think back to my very first Mother's Day and laugh awkwardly about all the things I assumed mattered, all the mistakes I made and what I'd do differently. I want to help you avoid the same mistakes I made and ensure your Mother's Day is a little less stressful than my first few years!

What you'll learn from this episode:

3 sales tactics to help you increase your average order value

Helpful strategies to follow to navigate the uncertainty and last-minute-ness of Mother's Day

My #1 tip for sorting through deliveries and logistics

My favourite tactics to implement to help you skyrocket your sales

Listen to the full episode here

 

Full Episode Transcript

 

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How to Improve My Florist Business – My #1 Sales Strategy

One of the things I wish someone had told me early on in my floral design + creative entrepreneurship journey is that when it comes to marketing + sales, one of the best things you can do is decide ahead of time what you’re selling.

When you’re first starting out, it’s tempting to think you need to offer up lots of choices and lots of options – that you need to cater to customers across all sorts of styles and aesthetics.

That sounds OK in practice but in reality, it leads to a lot of confusion and total overwhelm – for us and our customers.

This is exactly how we ran our flower business for years. And it was hard work – hard on the customers, hard on our business and hard on me, as a designer. It took me a long time (and a lot of money) to learn there is a better, easier way, a strategy we can follow that helps our customers and helps us.

It’s Time To Step Up and Take Charge: How to Improve My Florist Business

One of the biggest mistakes we designers make is not getting clear on exactly what they’re selling, handing over all your power and authority to your customer.

It’s kinda like if you decided to start a restaurant but, instead of deciding on a menu or cuisine, you just brought lots of different kinds of food and then waited for your customers to approach you and tell you what to make.

Could you imagine walking into your favourite cafe and, instead of the server handing you a menu, he looked at you and asked, “What would you like?” (leaving it entirely open-ended and expecting you, the hungry customer, to have come preferred with a recipe or cookbook).

This is exactly how we're taught to run our flower business. We are trained to have our customers tell us what to create, give us a reference picture and we're expected to know all the techniques and mechanics to be able to just make it.

When we do that, we're setting ourselves (and our customers) up for so much frustration. This approach requires your clients to have the same level of experience, expertise and flower knowledge we do, putting a huge amount of pressure on them.

And, for you as the designer, it leads to creative burnout and often requires you to spend hours and heaps of $$$ learning all sorts of different mechanics and styles. Plus, most of the time you don't even like the work going out the door (that was me!).

Over the past few years, I've heard similar stories from florists around the world, having been advised they need to cater to lots of different tastes and styles in order to grow their business. Philosophically, it makes sense. Practically, from a marketing + sales perspective, it’s an absolute nightmare.

The Paradox of Choice

Have you ever had that experience, where you’re trying to sort through making a decision and just feel overwhelmed by the options available to you? Maybe at the wine shop, looking at the 100s of options available. Or possibly in the chocolate bar section at the convenience store? (That was totally me as a kid!)

In the world of sales, there is a common anecdote that goes: “ A confused mind always says no.” As in, too much choice leads to overwhelm and confusion leads to the customer walking away.

One of the best sales studies I’ve learned about is called The Jam Study. Two psychologists set up an experiment, testing out their hypothesis on selling jars of jam. They wanted to see how sales were impacted by the number of options available to customers.

In one scenario, they set up the experiment with 24 different choices. In the second scenario, they limited it to 6.

Common sense might lead us to believe more choice is better, right? Turns out, the exact opposite is true.

When it comes to learning how to improve my florist business, there is such a thing as too much choice. In the case of the Jam Study, the psychologists found that sales increased when there were 6 products on offer (as compared to 24 options).

We floral designers can learn SO much from this one study. Our customers need us and want us to narrow down the choices and simplify our offer.

A Real-World Example: Apple iPhone

I often think about what a disaster it would be if we, as customers, had to walk into the Apple Store and were presented with shelves of wires, plastic screens, microchips and lenses as opposed to working phones and computers. As if the staff at Apple expect us, the totally tech ignorant customer, to come along and be able to tell the engineers what we wanted to made.

For me, I'd be in a spiral of confusion and overwhelm so quick I'd run screaming out the door. Me, the non-engineer type, has no idea what’s even possible when it comes to this sort of tech. I don't even know where to begin.

Apple has, in fact, does us a massive favour by limiting the number of decisions we iPhone customers need to think through. As of this moment in time, we can decide between basic things like (1) memory (2) colour (3) size (4) version. The rest, the amazing team at Apple have done for us.

We, floral designers, get to do the same thing in our flower business. You and I both know there are an infinite number of solutions when it comes to flowers. And, instead of relying on your customer to tell you what to create, it’s time to take charge and refine your offer.

Step #1 is to decide ahead of time what you think looks good, what ingredients you want to use and what formats you want to offer.

Simplification is the Secret to More Sales

One of the places I really saw this strategy work was when it came to table arrangements. A client would send us one of those generic emails that reads, “I’m having lunch for nanna’s 80th birthday next Thursday. And I’d like something for the table.”

Early on, we’d go back and forth with the customer for days, giving them heaps of options and overwhelming them with decisions and details.

In the end, when I saw how much time my staff was spending on all this back-and-forth, I realised I needed to find a better way. I’d have one of my best designers trying to sort through this for hours – in some cases, navigating the enquiry would take far longer than actually making the arrangements. I had had enough.

We sat down and decided OK, what do we want our go-to table arrangements to look like. We came up with a very simple framework.

  • Mini arrangement $85
  • Standard size $195
  • Premium $350

Rather than using a reference picture as a literal ‘please make me one of these chef’ directives, we started to use the reference pictures as a guide for colour palette, textures and overall vibe. We used it as a tool for communication, rather than a literal set of instructions on what to make.

It finally occurred to me that our clients were sending us reference pictures because (1) they thought they had to and (2) they didn’t know the words to describe what they liked.

PRO TIP: Looking for guidance on pricing your floral arrangements? Jump over here and grab my FREE pricing worksheets.

In the end, this new, simpler sales strategy changed the game for us. It cut down on 90% of the back and forth and streamlined our approach dramatically. Our clients loved how simple we made things and that helped us close more sales with less effort.  Better yet, it ensured that every design that went out the door met our standards. Win-win!

How to Effortlessly Sell Your Dream Designs

When you're looking for ideas on how to improve my florist business, keep this sales strategy in mind: stepping up and taking charge is the best way forward.

On a very practical note, remember that this sales strategy works for many different areas of your business. In fact, it applies to anything – ceremony features, funeral work, corporate arrangements, subscriptions.

If you're tired of saying yes to whatever is coming your way and feel totally embarrassed by the work you're being asked to create, you're not alone. That was me. 100%. Over the years, I've learned to flip the entire process on its head. There is an easier way!

It's time to put yourself back in the driver's seat and take control.

And that's precisely what I'm teaching in this week's podcast episode, passing along my exact approach to effortlessly sell your dream designs and giving you my best advice on how to improve my florist business.

What you'll learn from this week's podcast episode:

Why we're all taught the exact wrong approach to get orders and navigating event clients

My super simple solution to quoting designs you love and how to make it easier to close more clients

How to put yourself back in the driver's seat of your business and start making work you love

Streamline your wholesale ordering process and stop all the second-guessing

Listen to the full episode here

 

Full Episode Transcript

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Florist Website Templates – Avoid These 5 Mistakes

Confused by all the florist website templates? You're not alone.

In today's world of DIY website solutions like Shopify, WIX and Squarespace it's easy to get overwhelmed.

Particularly when you're just starting out and trying to do it all yourself.

No doubt, you've even asked yourself, is it worth it? Kathleen, do I really need a website? Is it that important?

YES!!!!!!

Your website is your single most important marketing and sales tool. In today's online shopping world, your website is more important than having a shop front or studio space.

But yes, sorting through all the options and trying to figure out florist website templates has a steep learning curve.

And I'll be the first to admit my journey to building a profitable flower business hasn't been easy. I didn't come out of the whom knowing all the things and I definitely didn't understand the world of websites.

I am a totally self-taught web person. I've learned everything I know from trial and error (and lots of random strangers who are great at teaching stuff on YouTube).

Florist Website Templates – Avoid These 5 Mistakes

Mistake #1: Picking a Portfolio or Photography Template

It's so tempting to pick one of those pretty, high impact websites, isn't it? This is exactly what I did on my first website. But then I got partway through the set-up and realised I was missing out on so much additional functionality.

What template should you look for? A restaurant template. The flower business + food business share so many similarities and using a restaurant, cafe or bakery template gives you access to so many shortcuts to make setting up your website heaps faster.

Mistake #2: Getting Sucked in By the Pretty Default Photos and Colours

The beauty of using a website template is that it shows you what the end product could look like. Except most of the images, content and colours supplied in the default templates still need to be updated by you.

I know exactly what it's like to feel uber frustrated when you find a pretty template and then try to go through the process of updating it with your own images...after what feels like hours of searching and editing you feel totally heartbroken and frustrated, hating all the images you have.

My favourite shortcut? Use stock photos to get you started. Then once you've got the first iteration up and running, invest in a brand photoshoot to really take your images to the next level.

When it comes to free stock photos, check out unsplash.com and pexel.com. But it's also worth checking out the paid version of canva.com. Alternatively, my go-to place for premium stock photos is creativemarket.com

Mistake #3: Overthinking the Words

At the end of the day, most of the words on your website are going to be dictated by the whole world of SEO.

This is particularly true for key headlines. So, instead of having 'Romantic, Hand-Crafted Flowers' as your H1 heading. You'll want to use something super functional like, 'Chicago Florist' – and then use your graphics, typefaces, and images to communicate the 'romantic, handcrafted' vibe.

Mistake #4: Too Many Image Galleries

I wish I had known this one from the beginning, but the whole project of creating big image galleries is a thing of the past.

Yes, your images can be a great way to get found on search but I found those big image galleries were a bit of a waste of time. It took me forever to format, upload, label and write in the descriptions. And my design aesthetic kept evolving so I find I always need to go back and remove old photos. All in all, it was all just too much fuss for me.

What did I do instead? I found linking in my Instagram feed was a better and easier solution. Set it up so your homepage, main service pages and your about page all have a snapshot of your latest 5-6 images from your Instagram feed. That way you can have a super simple page layout, but because the page brings in your IG content, it's constantly kept up to date and the images feel fresh. Yes, yes and more yes!

Mistake #5: Set It and Forget It

After you've searched through all the florist website templates, there is a big push at the beginning to get the first iteration of your website done and yeah, we all go through big overhauls any time we update our brand and level up our mindset.

But I also make it a regular habit to go in and make updates. And I do this almost every single week.

I'm constantly making tweaks and changes to my website. I truly believe there is no 'done' when it comes to our website and content.

For example, if you're offering daily deliveries and know you need to update your prices. Do it today. Right now. Don't delay!

Want more good stuff? Check out this blog post: How to Conquer the Google Game

Want more tips to help you sort through your website?

Getting your website is an epic task. There are 8,000 details to think through and the learning curve with the tech can feel like a lot. It's OK, we're here to help.

In my experience, getting your website sorted is an even bigger undertaking than fitting out a flower shop. But I promise the reward is 100% worth it!!! Your website can be your single most important sales and marketing resource and, for us, it's been one of the best investments we've made in our business.

Be sure to check out this podcast episode: How to Attract Bigger Budget Clients in Your Flower Business

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Online Catalogue Template for Flower Business – My Basic Framework

Struggling to figure out the right way to set up the online catalogue template for flower business? I've gotcha covered.

Navigating through all the details of your online catalogue is definitely a 'thing'. And yes, there is a specific strategy to follow. It's kinda like Goldilocks and the Three Bears: you don't want to offer too many options and you don't want to be too skimpy.

How Many Products Should You Include in Your Online Catalogue Template for Flower Business?

A few years ago I read about this study that a few psychologists did about selling jam. The general premise is that customers are MORE likely to buy when you limit their options. (You can read about it here.)

It sounds kinda counterintuitive, doesn't it? We as humans think we want to have an unlimited number of options. And as business owners, we fear missing out on sales if we aren't offering enough, right?

But at the end of the day, customers so want choice, but actually only from a limited number of choices. In the world of psychology, this concept is referred to as the Paradox of Choice.

In the case of the jam study, the psychologists found that more jam was sold when customers only had 6 options versus the initial 24 choices.

When I learned about this study, I immediately put it into action and put together a new framework for setting up the online catalogue template for flower business.

When it comes to setting up your daily deliveries, start with 12 products in your core offering. Set up your catalogue so that 50% of your products are presented in some sort of vase or container. And 50% is a hand-tied bouquet.

Why Not Just Add a Vase For An Add-On?

In our flower business, I found our customers came to us having decided ahead of time if they wanted something in a container or not. It's kinda like they came to our website with the format question already answered. They then looked through the photos and immediately eliminated the options that weren't the format they were looking for.

My experience is based on catering to a broad away of customers and living in a small town. So, if you operate in a big city and have a bigger population to work with and/or cater to a sophisticated audience, things might be different for you.

It's possible you're missing out on incremental revenue because your online catalogue isn't aligning to how your customers shop for flowers. Of course, every business is different and I reckon it's worth experimenting with both options. Track the data and then make a decision from there.

The most important thing to remember is to put yourself in your customer's shoes. Really think about how much expertise, experience and familiarity your clients have with ordering flowers and test out new hypotheses to really push the limits of what is possible.

Offer Three Size Options for Each Product

With each of the 12 products in your online catalogue template for flower business, set up three different sizes for each product. And make sure there is at least a 30% increase between each size.

For example, if your cheapest bouquet is $85 + delivery, then the next size up needs to be at least $110.50 and then the third is $143.65 (yes, they can be even more than this, just make sure the differences are noticeable).

Most customers aren't going to be able to tell the difference between an $85 bouquet and a $100 so make the price points and difference between the sizes you offer quite chunky. You can use your written descriptions to outline the basic sizes and educate your customers on what to expect (i.e. What's the difference between each size?).

Which Size Should I Show in the Pictures?

I'm lazy and kinda cheap. So when I set up our first online catalogue I just showed photos of only one size of bouquets. I didn't bother trying to take photos of each size. It was all too fussy for me.

Instead, I like to use the product description to give more detail, outline more specifics and give guidance on size. Want an example of what to write in the product description? Check out this YouTube video from the archives – 4 Details to Include in Your Online Catalogue

It's All a Work in Progress

One of the best lessons I've learned in my business is that nothing is permanent. This is particularly true with your website.

The nature of floristry is that every day there is a new set of customers coming into your little bubble. New babies are being born. More birthdays are being had. More get well soon gifts to be given.

This means that the customers who come to your website today aren't the same customers that visited last week (or even yesterday). So you can go in and update your website any day of the week.

For us, we found that more than 80% of our customers hadn't been to our website in the last 365 days.

Yes, you read that right.

More than 80% of our paying clients hadn't ordered in the past year. So they have no idea what was on there five weeks ago, let alone five days ago.

Don't delay! Stop telling yourself you'll do at the beginning of next quarter to the beginning of next financial year. Give yourself the go-ahead to go in today and make updates.

Your future self will love you so much because of it.

NEXT STEP: Wondering how to increase online orders? Google Ads is our go-to solution. Check out this super helpful blog post: 4 Google Ads Tips for Florists

Want more tips to help you get y our online catalogue sorted?

There is a lot of strategy that goes into getting an online catalogue sorted. Having the right mix of offers, but without too many options can be one of the best improvements you can make for your flower business. The first time I set up our online catalogue, I totally underestimated the task and I missed the mark with some of our solutions.

It's easy to overlook some of the finer details with an online catalogue. And it's really easy to do it wrong. If you need help sorting through your online catalogue, be sure to check out this podcast episode: What to Include in Your Online Catalogue as a Floral Designer

Enjoy the Podcast?

15 Instagram Tips for Florists and Flower Farmers

Feeling totally confused by Instagram and all things social media? Not sure what to post or where to go for guidance and help?

You're in the right place. Here are 15 Instagram tips for florists and flower farmers.

Instagram Works

Yes, you read that right. Instagram is an amazing platform to help you reach new customers and grow your client list. But it's so easy to get off track and spend time on things that just don't matter when it comes to all things Instagram.

At the end of the day, the most important lesson to learn is that we floral designers get to approach Instagram very differently from other industries. In fact, we get to break all the rules. Literally.

When it comes to Instagram tips for florists and flower farmers, we don't need to worry about the algorithm or chasing engagement.

Why? Because your followers ≠ your customers.

I know it flies in the face of everything everyone else is spouting out about Instagram but when it comes to selling flowers, finding customers for your flower business, having more followers isn't a recipe for success.

At the end of the day, the reason marketing in our industry gets to be so different is because our service is limited to a specific footprint and our customers are buying flowers to fill a specific need.

This means we have to follow a smarter marketing plan. We need to drop all of our assumptions and 'supposed to' storylines and get in the minds of our customers. It's time to start thinking like your customer and approach Instagram marketing from a more strategic, informed point of view.

My 15 Instagram Tips for Florists

  1. Map Out Your Hashtags – this is THE secret to getting found and getting on your customer's radar when they need you. Avoid general and generic hashtags like #whitewedding or #floristsofinstagram and focus on the hashtags your clients are actually using in their search.
  2. Curate your feed – yes, having a pretty, fancy feed attracts prettier, fancier clients. Your customers use your feed as a placeholder for your ability to design. So, level up your feed, elevate your vibe and you'll see a higher quality level of customers coming your way.
  3. Use Stock Photos – Yep. Jump on Google and do a quick search for "Free flower photos" just to see what comes up. Or use Canva.com, my most favourite resource for this (yes, paying for the premium version is worth every penny!).
  4. Use a Mix of Graphics + Photos – a feed filled with a wall of flowers is overwhelming for your customers. It all just starts to look the same. Break it up and create a new rhythm that works for you. Those design principles you use in your floristry, put them to work in your Instagram feed too!
  5. Level Up Your Captions – the easiest answer to 'what should I write about?' is to simply answer the very last question a customer asked you. Yep. It can be that straightforward.
  6. Repeat Stuff. A Lot – Yes you can repeat photos and captions. Ain't no rule against that, is there?
  7. Make Your Bio Clear – confusion always leads to no sale. Very specifically, make sure your location and delivery area are clear in your bio. If your customers aren't clear on your location or where you operate, they're immediately going to move on to the next supplier.
  8. Post Consistently – and define 'consistently' in a way that works for you and your business. At a minimum, post at least once a week. (And no, you don't need to post more than once per day. Remember, we don't need to try to beat the algorithm. We're playing a smarter game.)
  9. Use Instagram Stories to Show You're 'Open for Business' – the beauty with Instagram is you can bring your customers into your studio or shop without them even having to set foot inside. It's magical. Use Stories to do this.
  10. Set Up Your Highlights – Highlights are where you can save your Stories. A lot of new clients and potential customers will flip through your Highlights to get a taste of what your business is up to. It's like a 'best of' summary that you can customise based on your customer's needs.
  11. Skip Reels – I know. I know. Tik Tok and Reels are all the rage these days. But you gots a lot on your plate. Give yourself permission to not have to do all the things. Remember, we don't care about engagement and you're not worried about exposure, yeah? (re-read Tip #1)
  12. Plan Ahead – I use Planoly to map out my feed and make it look pretty. There is a desktop and phone version so you can sit down for one hour and plan out a whole week's worth of content with much less fuss. It makes the whole "curate your feed" job way funner.
  13. Talk About Budgets + Process – I know it's boring and not as charming as a cute set of emojis or your favourite poem. But putting in the effort to proactively educate your customers and answer their 2 biggest, most burning questions builds trust. Trust grows sales. In the end, you breaking the secrecy and being the florist who talks about money will make you more money. Yeah!
  14. Link in Bio – Set up a new, stand-alone page on your website that includes 5-6 buttons and nothing much else. Those buttons will point to the next logical step in your client's purchase process. This makes it easy in your captions because you can simply say 'Visit the link in our bio @..... to [insert next step]". (Hot tip, repeat your IG handle in your post to make it super duper easy for your customers to go to your bio.)
  15. Set up Instagram Shopping – the easier you make it for your customers to order flowers, book in a workshop or plan out their a la carte wedding blooms, the more money you'll make. It's so fun!

Want more tips to help you conquer the Instagram game?

As a floral designer, it's easy to fall into the crowd and worry about getting followers or chasing engagement. It's a hard habit to break, trust me!

But the truth is, when it comes to getting found by your dream customers on Instagram, learning to play a smarter game is the key to success. For my business, we landed so many high-value customers by getting really smart with our hashtag and content strategy.

I love sharing the insights we learned in our flower business, particularly when it comes to Instagram, because it's so opposite to what I used to assume. No more chasing followers or worrying about engagement. It's time to get your hashtag strategy sorted!

And in a recent podcast, I'm walking you through the exact strategy I use, breaking it down for you, step by step.

Enjoy the Podcast?

How to Handle Customer Complaints in Floristry – 5 Steps to Success

I'm not gonna lie, I used to crumble into pieces and fall into a hot mess any time a customer rang up with a complaint.

When it comes to learning how to handle customer complaints in floristry, I used to just walk around on pins and needles hoping I'd never have to deal with it.

There are so many things I wish I had known. And that is particularly true when it comes to how to handle customer complaints in floristry. But alas, it's yet another topic that no one shares about, right?

And if you're anything like me, you'll assume everyone else's business is absolutely perfect and there must be something wrong with you.

If that's your thinking, I'm here to tell you that's not accurate at all.

Customer complaints are a normal part of running a business. Every company on the planet deals with complaints.

Floristry is no different, peoples!

In fact, I would dare say the number of complaints we receive should be higher than average because we are (1) often dealing with hugely emotional situations and (2) our customers have no idea how the heck this whole flowering thing works.

So, instead of telling yourself that if you get a customer complaint you're doing it wrong, I want you to go out there and aim for a 5% complaint rate.

Literally, I want you to show up with courage and be brave enough to ask your clients for feedback. I want you to get your client's feedback and get their input.

In fact, instead of shying away and hoping you never receive a complaint, I want you to take the exact opposite approach.

The next customer complaint your receive, give yourself a gold star. You're doing it right!

Now, don't get me wrong. I want you to over-deliver, go above and beyond and make sure you're meeting (even exceeding) your customer's expectations. I don't want you to drive your business into the ground by cutting corners, skipping out on professionalism and just not caring. No ma'am.

But the point is, I want to avoid you falling into the all-too-familiar shame spiral.

Even better, when it comes to how to handle customer complaints in floristry, here is an overview of my approach.

{If you missed it, you can also check out this blog post: Five Tips to Help You Navigate Your Next Customer Complaint.}

How to Handle Customer Complaints in Floristry – 5 Steps to Success

STEP 1: Plan Ahead

Literally, sit down now and decide how you want to handle customer complaints and disappointed clients. What are your Standard Operating Procedures and corporate policy for navigating a customer complaint? What are the rules and guidelines you want to put into place.

STEP 2: Write A Script + Create Templates

Sometimes the phone will ring and it will be a customer who wants to 'talk to the manager'. Having a few talking points or a quick script to follow puts you back in the driver's seat and makes the conversation run smoother. Also, create a template response for DMs, emails and even reviews left on Google.

STEP 3: Reflect

99% of the time a customer complaint arises because (1) there hasn't been enough communication or (2) it's a failure in the process. Yes, you read that right. A customer complaint has nothing to do with your self worth or ability to weave magic with flowers. It's almost always a systems thing (which is why I will tell you to celebrate your client's feedback).

STEP 4: Make Improvements

Here's a shift in perspective that's helped me tremendously: a customer complaint can help you make more money and increase your bottom line. Yes. It is a little mind-blowing, isn't it?

But think about it, knowing most complaints stem from something as functional as better communication, a smoother process or a clearer system, when you get client feedback that something isn't working, it's the perfect opportunity to level up your systems, process and communication so you can continually make things better.

STEP 5: It's Ok to Feel Uncomfortable

At the end of the day, your brain is going to interpret a customer complaint as a form of rejection. Rejection makes your primitive brain freak out. It thinks you're getting booted out of the tribe, voted off the island and quite possibly you're gonna be left out in the cold. To die.

I know it sounds dramatic but that's why you feel the intense, physical reaction in your body. That, my friend, is a totally normal, completely human response. Nothing has gone wrong here. In fact, I want you to care, I want you to take complaints personally (it's a sign you actually care about the humans, yeah?).

But know that the discomfort of feeling rejection is part of the process. So when the phone rings or you get an email from a client, embrace the discomfort...and then jump right back to Step #1.

At the end of the day, dealing with customer complaints is part of the gig. It's part of the process when it comes to growing your business. As your business grows, as you reach more people and your flowers touch more humans, it's OK if someone is disappointed.

Remember, it doesn't mean anything about you, your business or your design ability. Your self worth is fully and totally intact, even if five customers call in the same day lodging the same complaints.

You can get to work and flip the script: use your next customer complaint as a sign that you're growing and expanding. Cause you are!

It's time to put your big girl pants on, go out there and get to work crafting your customer complaint's policy. Decide now what you want your customer complaints policy to be and then put it into action.

Want to learn how to show with more confidence and authority in your flower business?

Navigating customer complaints is one area of floristry that I know most of us struggle. But having a plan, a clear process for making it work, you start to really see what's possible in your business. And really doing the work to detach my self-worth and unwind my people-pleasing tendencies has skyrocketed my business growth.

Of course, no one talks about that stuff in our industry, do they? Everyone wants to keep showing up, swooning over the pretty flowers and bragging about how busy they are...meanwhile you and I wondering WTF we're missing, right?

I walked around for years believing I was broken, that there was something wrong with me. I thought I was the only one.

Turns out that's not true. Turns out, a lot of us struggle with confidence in our business. If that's you, you're not alone. And I'm here to help! Jump in and catch up on this recent podcast episode.

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