Network with wedding vendors
Networking with other wedding vendors is undoubtedly the most cost effective way build a constant referral source. Check for local wedding networking groups and find one that aligns with your business. Consistently attend the events with the goal in mind of helping others and learning about their business. Meetup for coffee or lunch with vendors that you would like to work with again with the goal in mind of helping them. Ask them about their preferred style, ideal client, new projects they are working on, and goals or challenges they are facing in their business.
I can’t emphasize how important it is to listen to your brides and what they want for their wedding. Their wedding day is about them. Listen and ask questions about their preferences and challenges. If they request baby’s breath and carnations in a mason jar don’t provide a quote with hydrangeas and roses because that’s what you prefer.
Share your knowledge with the bride
Hopefully at this point you have networked some and worked on enough weddings that you know a decent amount about your local wedding industry and have a good sense of style. If your bride is hesitant about something give her your advice and tell her why. Also, ask your brides what else they have left to do. This is a great way refer other vendors that you think would be a good fit.
Send thank you notes
Remember brides always have other options – they could choose a different florist, recruit a friend or family member or DIY their wedding flowers. Send hand-written thank you notes to your brides after your first consultation. Let them know you like their style or flowers they have selected and would love the opportunity to work with them. Let them know you are here to help if they have any questions.
Charge your worth
Not charging your worth or discounting your price is a sure way to devalue yourself and your work. Not only are you leaving money on the table but this will never attract the type of clients you want to work with. If you don’t value your work don’t expect your brides to value it either.
Return calls immediately
Return calls or emails within an hour if at all possible or at least within 24 hours. If this is the first time a bride has contacted you, it’s entirely possible that she contacted other florists as well. Get ahead of your competition from the start by responding quickly. After you have met with a bride it is still very important to respond quickly – make her feel important.
Constantly check costs
Your options for purchasing flowers and supplies are endless. You don’t have to rely on your local wholesaler. There are plenty of growers, wholesalers and suppliers that ship fresh flowers or supplies. Price check and try lower cost options. You might be surprised to find that some lower cost wholesalers and suppliers offer better quality than what you are able to purchase locally.
Provide complimentary mockups of centerpieces when your bride purchases a specified number of centerpieces. Most people don’t know much about flowers (Nor should they!) and they can’t envision arrangements. Provide a mockup so they can see it and possibly make changes. This also gives you an opportunity to troubleshoot before the week of the wedding.
Pay attention to quality
I know you may be thinking this is a no-brainer but the lack of attention to detail that I see from some florists amazes me. Make sure your mechanics are covered, check for damaged blooms and greenery and fill in the holes. Don’t send out work that you aren’t proud of just for the sake of getting it done quickly. Your brides may not complain but their guests will definitely notice the sloppy work. It’s important to realize that there is always room for improvement and you can always do better quality work. If your budget and time allow, attend design workshops to improve your skills. If that’s not an option there are plenty of great books and resources online.
Here is a list of books:
The Flower Workshop by Ariella Chezar
Wedding Flowers by Paula Pryke
Wedding Flowers by Karen Tran
The Art of Floral and Event Design by Akeshi Akinseye
Designing with Flowers by Preston Bailey
Provide quotes quickly
Brides don’t want to have to wait two weeks for a proposal and they shouldn’t have to. You are losing brides if you don’t provide quotes before they ever walk out the door. By using an application like sockoflorist.com you are able to provide detailed quotes at the end of your first consultation.
What have you done to be more successful as a wedding florist? Comment below and let us know!