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Struggling to turn your floral design talent into a profitable, scalable, and stress-free business? Welcome to The Floral CEO® Podcast—the ultimate audio destination for wedding and event florists, flower-shop owners, and creative entrepreneurs who want to book bigger budgets, price with confidence, and lead like a true CEO.
Hosted by Jeni Becht, award-winning wedding florist, event designer, and floral business coach with 25 + years in the industry, each weekly episode dives into:
Profitable pricing strategies: markup formulas and minimums fine-tuned for weddings & events
Magnetic marketing & local-SEO hacks: social posts, blogs, and Google tricks that attract high-budget couples and planners
High-converting sales funnels: inquiry replies, proposals, and follow-up scripts that turn curious leads into dream clients
Streamlined systems & smart outsourcing: workflows, templates, and hiring tips that free you from the design bench
CEO mindset & sustainable growth: leadership habits and eco-friendly practices that keep both you and your business flourishing
Jeni pairs real-world success stories with actionable strategies you can implement today, so you’ll spend less time hustling and more time designing breathtaking bouquets, installations, and arrangements.
Ready to scale your florist business and reclaim your life? Follow, subscribe, and leave a review on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast app. 🌸
Connect & learn more:
Website & free resources: http://floralceo.com
Instagram & Facebook: @thefloralceo
Turn your passion for flowers into the six-figure floral business you deserve—one episode at a time.
Website- floralceo.com
Social @thefloralceo.com
Hello flower friends. Is this you? Are you going, "I wanna post more. I wanna follow up more. I wanna network more. I want to make more money." But those are all extremely vague hopes. I want you to, to kind of think when you've made these kind of big aspirations, you haven't tied any tangible, like, data with it.
"I want to post more" is very subjective. But what if you created the floor, the minimum? Instead of saying, "I wanna post more," what if you said, "I'm going into and I'm going to post as my minimum of three times wor- a week." Notice I didn't say, "I hope to." I didn't say, "When I'm inspired, unless I'm busy." Three is the minimum, the standard.
This is the floor, your base operating kind of system of success. You could post four times, you could post five times, but you do not go below three. Your floor is really the minimum version of you that you are willing to accept. Of course, it has to feel aligned, and realistically, your identity needs to shift to support that person Goals are often built around feelings.
People love setting the big goal. I wanna make $200,000. I want 30 weddings. I wanna post every day. I want 10 planners to work with. But then real life happens. Your kids get sick, summer vacation, wedding season, something happens in your family, you get a cold, whatever. Something gets in the way. But really like, "I wanna make $200,000," that isn't a strategy.
That's just a big hope and aspiration. I try to set goals that are very attainable because I'm backing into them on how I'm actually going to make them happen, and so can you. A giant goal starts feeling really impossible, and then you just do nothing. A floor realistically acts like a completely different question in this equation.
What is the minimum action I am willing to commit to, regardless of how I feel? This becomes a standard. Instead of like, if I'm feeling inspired, or if the sun and the moon are in alignment and I'm feeling really good, and I got eight hours of sleep last night, and I had a really amazing breakfast, and I only drank one thing of caffeine today, and nobody sent me shitty emails, and every client's completely reasonable, and my kids are great and just doing amazing.
Like, none of those things hinge on this thing happening because it's the standard Your floor should be embarrassably, embarrassingly achievable. Like, this should not be something like, "I am totally stressed out of it actually happening." I mean, it is important. The floor should not be something like, "I'm gonna post every single day," because that is probably not achievable if you've only been posting once a week or you've only been posting once a month.
What I often see coaching clients do is that they'll be like, "I wanna post five times a week," but they haven't posted in... They post maybe once in a month. Like, we need to make this somewhat chewable and digestible for us to actually be able... So that we just don't shut down because it's such an overwhelming thing that we are trying to make a standard operating part of our day, part of our life.
Especially if right now you only post twice a month, maybe the floor is three times a week. Two times a week, that would be magical, you guys. If you're posting, like, once a month, and you got into setting your floor as two times a week, like, that would be a fucking win, you guys. That is a win because you're actually posting.
Instead of going, "I'm gonna post five times. Oh, I missed a couple days. Oh, I'm gonna start again next week." That never works. When you set goals that are way too high, and then something gets in the way, it just shuts it down, and then, like, everything is rolling downhill into this crazy shit storm that is just not going to end well.
It's gonna end with you feeling like shit about it. It's gonna end with you not m- moving anywhere near your goals. So we need to figure out how the floor can protect the consistency. The floor should survive your busiest week, not just your most motivated week You also really need to go into this setting a floor that we need to stop negotiating with ourself.
If the floor is three posts per week, every Monday morning, you need to ask, "Should I-- what should I post this week?" The decision has already been made that you're posting three times. These decisions have already been made. The, the same thing comes with your CEO day every month. Follow-up, sales e- uh, outreach, like, bookkeeping, and all the crap we really don't wanna do, but we need to do, but we never really prioritize because it doesn't feel good.
We need to figure out how we make that a rhythm because CEOs know their numbers. Networking, exercising, content, rest. Like, you have already decided how you operate. Standards eliminate decisions, and your floor removes the daily negotiation One of the things that has been really a game changer, I think, for success.
You, you guys, I have been doing this podcast now four years. I think I have three... Uh, let's see,
380 some episodes. So two episodes a week, and I have done that f- four years. This is my floor, you guys. I do two episodes a week. The floor with the mastermind, I have my floor. I need to make sure that I'm going into Voxer daily. I have the floor of, I do a, um, hot seat call. We do an educational call. We do an office hours call and, um, a lot of times we have a secondary training that we're doing.
Like, that's the floor. That's what I do. That's how I run, and that's my minimum. If I wanna do a bonus training or if I wanna do something, that's additional. But this is my floor You need to set your floor not only in your business, but in so many other things. Like, it's my floor that I do certain exercise routines, that I, you know, have certain doctor's appointments.
Like, all these things are just, like, taking care of myself is in the floor. So how can you set all of these things that, that j- this is just the way my life is, and this is what supports me? And from there, then we, we just, we keep the promises to ourself. And that's, I think, of course, me setting all of these floors in my life definitely has made a huge impact.
But the second one is that I never write a check I can't cash. I keep the promises to myself. So if I'm going to say that I'm going to do something, I do it. I keep the promises to myself. And i- if you have been struggling with really making your goals, I would love for you to audit. When you say to yourself that you're going to do something, do you do it?
Does your heart and your head trust what comes out of your mouth? Or does it say, "I'm not taking this person seriously. They talk shit all the time, and we never really do what we say we're going to do. So why would I start doing it now?" So that just makes failure easier. That makes just not succeeding easier because we have all of these stories.
And the biggest story that we need to really shift is that we keep the promises to ourself. Because inevitably, when you start keeping the promises to yourself and you start setting things like, "Here is my floor of my minimum standard of what I'm going to do, and there's no fucking way that this isn't happening," everything changes.
It's huge All right. If we wanna make this really executable, let's do... I talk about life stuff a lot because our life is not, is way more than just our business. But when it comes to social media, your hope and dream is, "I wanna be more consistent," but your floor is, "I'm going to publish three pieces of content every week."
Anything above three is a bonus. Your hope, "I need to get better at following up. Every qualified lead receives at least two follow-ups before I assume they are dead." Now, this is part of how the business operates And CEO time. Your hope and dream is, "I want to spend more time working on my business instead of in my business."
The floor for that is, "I spend two uninterrupted hours every week working as the CEO in my business." You can spend six, but never zero. Networking, "I should connect with more planners." The floor, "I make one meaningful industry connection every month." If you met somebody that was truly meaningful every month, how would your business be different right now?
Money, "I want to be more profitable." "I review my numbers at once a month," is your floor. Or, "I will not accept a full-service wedding below my minimum." That is a floor. Boundaries, "I want better boundaries. I do not respond to non-emergency clients after X time." Now, it is not dependent on your mood and how you're feeling, and if it's at 9:06 or at 11:15 or 5:15.
This is your operating hours, and that's it. Your portfolio, "I want better weddings. I want better... I want luxury weddings." Your floor, "I will create or participate in two portfolio-building opportunities this year."
What about sales? Your hope and dream is maybe you want to book more weddings, but your floor is every week I take one action that will directly generate potential revenue
Plan or outreach, follow-up, emails, Instagram CTAs, venue relationships, portfolio updates, all the things. Floors cannot apply to what you don't do. I really like, you know, creating a floor around standards, but also a ceiling around bullshit. So for example, I don't do discount below X, or I don't take weddings under my minimum.
I do not work seven days a week. I do not answer client emails at s- at midnight. I do not accept more than X weddings a weekend. I do not let proposals sit for four days. I do not tolerate freelancers repeatedly showing up late or acting like nimnods. Your business needs a floor for what you require and ceilings for what you tolerate Create floors around outcomes and behaviors.
You cannot completely control, "I will book four weddings this month," but you can control your actions to support getting there. "I will follow up with every lead. I will post three times a week. I will con- contact one power every week. I will send one email to my list every week." This distinction is really different.
Do not build your floor around something another human has to say yes to. Build it around the actions you control. Plus, your floor should evolve. Maybe you start at three or maybe you start at two, then six months later you're like, "I'm crushing this." Then go to three. You're gradually raising your standards.
This connects perfectly like to being 1% better every day. If you were 1% better every day, what kind of human would you be in a, in a year? You do not need to dramatically raise your ceiling. Sometimes growth is simply raising the floor I want so many amazing things to happen for you, and I know that this key ingredient is part of that equation.
If you have two people, person A occasionally has an incredible week, and then the next week is a dumpster fire. Person B has a consistently good week every week. They're just really level. Over a year, person B will probably win because it's consistent You need to choose what area needs consistency.
Define what is your minimum acceptable standard. Protect what system ensures you never fall below it. Raise. Once that floor becomes normal, raise it slightly I would love for you to set your floors. What is your marketing floor, you guys? What is your sales floor? What is your CEO floor? What is your relationship floor?
And what is a, a personal floor that you want to set right now? These aren't wishes. This is simply how you operate now. Thank you so far- much for listening, flower friend, and you have an amazing flower-filled day