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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
 
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Hello flower friends on this mini sewed we're going to talk all about being the go to person not only For some wedding planners, but I want you to think of going outside of The norm like I live in the world of wedding floral And I have a lot of wedding vendors contact me But, like, what if you were just the go to flower person?
And, I really kind of had, like, a peek into what that really looks like this past week. Um, because I was contacted by so many different people. So, it started with a wedding, um, event decorator. So, a cultural decorator that was reaching out to me for a proposal. So, I want you guys to think about that. This is a cultural decorator that I have done cultural weddings, and they are branching out into proposals.
So think about that. Like, this is a whole new money market. And they were asking me if I had this heart arch. Like, you know what? I am considering buying this stupid heart arch because this is my fourth request for a heart arch for these proposals. I don't understand what is going on with proposals and people just going batshit crazy having these crazy elaborate proposals that they're hiring planners for.
It just blows my mind, but They're reaching out to me. They're asking me, you know, for the arch. I don't have the arch. Okay, what if you did these urns? They have the urns. I've decorated the urns. And then, they want a big hundred rose bouquet and then a bunch of rose petals. And so, I priced it out. It is like in April.
So, not a busy time. And it's on a Monday on top of it. So, I'm like Yeah, this is easy, and I think it was 2, 800. So, 2, 800, I've just, I'm their, like, go to person for floral, and that business is coming my way. And normally I have a minimum of 3, 000 for a vent, but they're picking it up. I mean, just easy peasy.
So then, I also had another, um, a wedding planner reach out. And they're doing like some home and garden show or something. And they were asking me for help. And it's actually when I'm going to be on spring break with my kids. But I said like, whatever you need, you can, you know, like use of mine or whatever.
Just building and solidifying my relationship with this person. I'm not gonna be here, but I do not care if they borrow my things. Because they just brought me a 38, 000 event, and I honestly, like, love her. Anyways, so like, she could borrow any of my things anyways, but I'm like, I'm the person she thought of to text.
Then, my other cultural, um, Decorator friend, Noor. Like, she was texting me and we were sending, you know, ideas back and forth on Instagram of things that we love. And then I had Essence Event Center, which is one of my favorite venues, and I love the venue manager. Like, she was even messaging me things on Instagram, going, oh my god, like, look at this table.
I would just, this is so amazing, and we were just Going back and forth, talking all about, um, you know, the workshop that we just had, and how amazing, and like, making next year's installation rockstar workshop even better. So, like, I am those, those venues, those, those people's go to flower person. I had the church call that I do weekly flowers for, and obviously this is a big change with us relocating because I'm no longer going to be, you know, in the area for them to get their church flowers, but like they were asking me for poems and everything for, um, for Poem Sunday.
So like, I am the go to flower person for so many people, and Are you that person? Like, I also, um, one of my, um, friends, he, their, his wife is a teacher, and he, he, teacher's principal or something like that was retiring, and so he had me make a hundred dollar bouquet. And like, There's another order of just adding up.
So these are all of these revenue buckets that I've talked consistently about. There's just all of these revenue buckets and they keep just kind of dripping in from different sources. And because I am that go to person for so many people, that helps you funnel in revenue from so many different sources.
So you could be that go to person. at your gym. You could be that go to person in your insurance office. You could be that go to person that somebody knows on Facebook. Whatever you can do to help strengthen those relationships and for to remind people that you are that go to person. Part CEO Mastermind is making sure you're consistently, gently Reminding your personal social circle that you are a florist.
I think it's ridiculous because I have been a florist since I was 16. I have always done flowers in some capacity. So even if you went to high school with me, you guys, you should know that I'm a florist. People forget. They're too into their own world. They're too into their own shit. And they're too into things being easy.
You need to Make it easy for them to press the easy button. And so, periodically, I go on my personal social media, usually once every three months, and I don't do a post, Hey everybody, come and support my business, blah blah blah. I do either, periodically I will do a direct post. Valentine's, Mother's Day.
But I will do gentle reminders, hey I'm a florist, with posting something I accomplished. Something cool that I made, if I got published, um, a cool styled shoot that I did, uh, the top ten things that I made that I'm absolutely in love with this year. Whatever it is, you can put a post together that isn't asking for people's business, it's just reminding them what you do.
And so, I did one, it was my most interactive post with ever. And it was the top, like, 10 things that I made this year that I'm in love with that I just wanted to share. And I had so many people, I had 56 people, like, actually commented on it. And they were like, oh my god, Jenny, you're so talented. Like, this is so beautiful.
I'm so proud of you. This is so next level. Like, you're just elevating yourself. And, like, just I mean, these are, I don't have a ton of Facebook friends because I personally don't give two shits, but like these are people who are going out of their way to comment, and so if you have a sizable amount, I have one friend who has, I think about 3, 300 Facebook friends, and most holidays she's getting anywhere from 60 to 75 Um, orders for that holiday, um, Mother's Day and Valentine's usually are the most.
But like, this is her posting in her personal circle. She's getting a ton of business from that. And there are many people that I know use their personal social circles to They already hopefully like you if they're your Facebook friend or they're your Instagram friend. Why not just push it to a little bit farther and be like, Yeah, I'm also a business owner and I would love for you to support me.
I know that I actually, this is a funny thing, I, you know, obviously everybody knows I go to CrossFit. I love my CrossFit gym. I'm so torn if I'm going to go to a gym close to, um, where I'm living or if I'm going to freaking drive. Uh, 45 minutes to go to this gym because I love this gym so much. And that's also just so much about creating a magnetic environment.
And an environment that people just love to show up at. And I asked the owner, I was like, Hey, do you know anybody in the gym? I don't even care if I fucking know them. Because I know the people who go to the gym and what kind of humans they are. And that they're generally good people. And do you know somebody who does this, this, or this?
Because we are looking at fixing up our house. So, do you have anybody in the gym that does that? And then he was like, hmm, that's a really good question. And like, we went through, and it was just interesting, because I just thought about, like, if anybody in the gym would have even promoted their business, because there's a Facebook page, like, I ten times would be more likely.
Because I would have a connection with them. So how can you create connections? How can you build relationships? I feel like, I mean, when I read the text message from that planner, she's like, hey honey, like, we are friends. I really genuinely care about her. We both have children with autism. We both, um, had our wild and crazy younger years that we have so much in common from.
Uh, and she's really fun and sassy and like, I love her design style. I want to build better relationships with her. Like, that is what so much of this business is about and if you think you can do it standing on your island, that is what's not working. This is all about building relationships, building community, building that go to person.
I want anybody to, in my phone, in their phone, I am Jenny Flowers. I want them to know that I, they can just call me. What's funny is sometimes I even will look and see what they have me entered as, if, if they're trying to text me or something, you know, right when we're, like, I was like, Hey, can you text me that?
And I'll see what my name is entered in. Because I'll know if I'm really resonating with what I do, is if an acquaintance has me with the word flowers in basically my name. So, what are you doing to position yourself? What are you doing to be that go to person? What are you doing when you get to work with that person that you are just making it like that?
It is so easy. It is so good. Like, the experience, the work that you deliver, your pricing, your whatever it is, like, it's so good that they're just like, this is my person. This makes my business look better. That could be a church, that could be an insurance person, that could be a funeral home, that could be a bridal shop, that could be so many things.
How can you make other people look good by working with them? How can you be so good that they can't even envision working with somebody else? That's what you need to be. Be magnetic. Build it. You are the go to person in flowers. And I swear your business will grow. Your business will do big things. You, your money will grow.
Things will just, just explode. When you get, like, five of those people under your belt, and especially when you niche down, and I know I did an episode last week all about niching down, but especially when you're niching down, people are straight up, like, scared to work with people who don't have experience in a niche.
Because they're like, what kind of horrible hot mess is this going to be? And I, I talked about it a lot. I have the Cultural Wedding Rockstar. If you want to niche down and you really become that go to person, you need to check out my workshop at thefloralhustle. com forward slash rockstar. This workshop could change your life.
Like, because if you become that go to person, you're going to become the go to person that gets all the budget. All the inquiries from this Jewish wedding planner, from this Nigerian, from this Hindu wedding planner, this cultural decorator, this whatever niche that you want to jump into, like you're going to learn so much about these niches in this workshop, it's going to be crazy, and you're going to have pictures to back it up.
If you have looked at my Instagram, The, the pictures from my workshops are next level. They are so beautiful. They are curated like you cannot believe. And they will make your portfolio look so just, I mean top notch. Um, if I can toot my own horn, my workshops are. So next level, and you are a part of learning how to make all those things happen.
So, check it out at thefloralhustle. com forward slash rockstar But, I want you to step back and go, am I anybody's go to human? Am I anybody's go to, like, floral human? And, if you're not, figure out how to become that. Figure out how to be magnetic. Figure out how to be the expert. Figure out how to be the solution provider.
I think one reason why I get more business is because I've become so good at figuring out pricing. So, like, people aren't waiting on me forever to figure out pricing. I can pretty much just figure it out because I have formulas of pricing per square foot, pricing based off of, um, base recipes and tweaking that.
I can make it so much easier, um, for somebody to work with me. And are you making it the easy button for them to work with you? Thank you so much for listening, flower friend, and you have an amazing flower filled day. đź“Ť