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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.
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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. On this week's episode, I wanna dive into wedding planners. This may sound like I am beating a dead horse, but. And that might be a very Minnesotan thing to say, but wedding planners are such a big part of my business and planners in general, that if you are not capitalizing, utilizing, trying to grow your relationships with wedding planners, you are missing out.
You are missing out on revenue, you are missing out. On frankly hitting the fucking easy button. And I wanna give you a situation, and I have talked about this recently because this has just made me a little bit more aware of how impactful wedding planners are and how impactful working with. Planners in general, and I'm not just talking about wedding planners specifically.
You can be working with corporate planners like people who specialize in event planning, period. That could be for birthdays, bar, bar mitzvahs. You guys are huge revenue. If you are in with the Jewish community and you can get into Bar Mitzvahs, that is a huge revenue opportunity for you. , it could be, , there's so many different kind of nichey, nichey planners out there.
Um, but corporate planners are huge, and especially around the holidays, they are helping companies pull off huge events for their holiday parties and nine times outta the time, they're gonna have some floral aspect on there. I also did a corporate event. Last March that was $40,000 that I booked two and a half weeks before because a new planner came on that I had a relationship with and it was go time to figure things out.
So we designed, ordered, executed everything within two and a half weeks. So the opportunity is there, but you might not know where to get started. And so that's what I wanna talk about today. How can you even get started with working with planners? And this is actually the topic in the floral CEO Mastermind this month.
I know, like I've mentioned, but I have also seen. Florists that I've coached who have developed relationships with planners and how impactful that has been for their business as well. So this month we are diving into the different types of planners and how different planners work with clients. It is complicated, really understanding okay, a planner sent me this.
And is asking me this, how are they working with the client? Like, I don't understand. And after all of these years of seeing the gamut of different requests I, I felt like it was important enough to just talk about that. Then we're gonna dive in. One of the training sessions is all about like, how can you.
Actually prospect. Uh, wedding planners. Event planners how do you network with them? How, like how do you start building relationships? And then we normally do a life coaching session every month because I'm a certified life coach and I feel like life and business go hand in hand. So we do some type of training in the mastermind and we're gonna talk about like building confidence to talk to planners and how to have that confidence because it's really important.
Especially with people who are professionals in our industry to come off 'cause confidence sells. And so those are just three of the topics. Plus we're having a hot seat, we're having an off hours. So go, go check out floral ceo.com/mastermind if you are ready for 2026 to be different because. I know what it feels like to be like, next year is gonna be different next year.
I'm gonna do things differently next year. And honestly, like I don't know how many times I've coached somebody and they kept going, next year is gonna be my year, and then the next year was gonna be their year and then next year. And so until you finally decide to make change, and yes, change takes an investment, things are likely going to be the same.
Unless you go all in. And so if you are all in on your dreams in 2026 and you even are like, is this right for me? Send me a dm, send me an email at jenny@floralceo.com. I would love to talk to you. So how do you get started with wedding planners? Wedding planners and event planners. So let's just talk about the different kinds.
So there are wedding specific planners, and normally when somebody is a planner, they usually, in my experience, they. Try to specialize, because when you specialize and you niche down, usually you know your knowledge is deeper and you become known for it. But I have run into planners that like, okay, they do weddings, but they also do some corporate events.
But normally a planner like stays in their lane of, they're a corporate. A lot of planners that really. Like they enjoy working corporate or they enjoy working weddings or they enjoy their niche. So like niche planners. Of course I have seen corporate niche planners that specialize in design. So this is actually a situation that happened.
I had a event planner slash designer, um, reach out to me and. Was working with a national, so this is how they got involved. It was a national agency and they were going to plan launch events for a program in all of their key markets. So then they reached out to me with a full design deck, and they found me on Instagram.
So that's proof to me. Like, make sure you're taking the venues, make sure you are putting yourself out there on Instagram, because I get people just saying that they found me on Instagram. Also, another thing, planners do not like to fill out Contact US forms if you do not have. Your email address somewhere on your website that will slow a planner down because they do not wanna fill out the boxes.
So that type of planner I love working with because for one who wouldn't love a design deck of a really cool concept and you know, they're reaching out to you to, get. Information, I'm working with you if you're available. Sometimes they want a price quote. Um, I'm gonna dive into when that happens and how to handle that in the Mastermind.
But if somebody's reaching out to you and they have that, to me, that's a really good sign. So. Getting started with one of those, you gotta put yourself out there to be known that you're, you're receiving that kind of work. You could be posting if you want to work with corporate, like potentially that could be one of your, uh, social media content pillars that you are posting on a weekly basis as one of your content pillars.
I do corporate designs. And that will help invite those people in that's the kind of work that you receive and you would like to work with them. You could have a evergreen, which I've, uh, an evergreen piece of creative is something that is timeless, just like I, evergreen is timeless. It doesn't die unless it's.
Diseased or something, but it's always there and so it's some content that you can come back to. And so you could have an evergreen content pillar that, or creative that you just run in your stories that has a link every time you post it. You could put a link to your corporate events. Contact us for. So then you're putting yourself out there and then that corporate event planner sees, oh yeah, they do corporate events.
I should reach out to them because 3M just reached out to me or whoever just reached out to me. So really making sure that you are putting out there that's going to help invite those people in. Same thing with wedding planners. You need to put out there that you do wedding flowers, that you work with Wedding Flo.
You know you're a wedding florist that specializes in weddings. You can specialize in weddings, but also do corporate events. That doesn't say that you can't work with both of those type of planners, but you need to be putting it out there. So really getting started is putting it out there that you do that kind of work.
I put out there on a regular basis that on do cultural weddings, so I attract. Cultural wedding planners. Planners who specialize in cultural events like Hindu weddings or Sikh weddings or Muslim weddings or whatever. I work with several planners that help put those and decorators like people who specialize in backdrops and structures and things like that.
Again, I'm putting myself out there. So you need to make sure, like starting with attracting that is making sure that you're presenting that that is a surface service that you offer and something that you can handle when it comes your way. So the next thing is to start working with those people. Try to follow them on social media.
Start engaging with them, that hopefully when you start engaging with more, the algorithm is going to see that, and hopefully that's going to start pushing your content when you're posting that evergreen content. When you're posting a beautiful wedding you did, when you post a beautiful bar mitzvah that you did when you post a beautiful Jewish wedding that you did, when you post a beautiful, beautiful cultural wedding, whatever it is.
Hopefully that content, the more you interact with that other person, hopefully that content will be more seen by them because you are showing a deeper level relationship. So starting to follow them, let's just say that you are somebody who specializes in, we're just gonna say Jewish weddings. I would do some basic Googling Jewish wedding planners and your market.
I then would go in and go, okay these are all the Jewish wedding planners that showed up. And maybe they showed up through Pinterest. Maybe they showed up through photographer, um, links, um, whatever. Then you're gonna go and find them on Instagram and Facebook. And you are gonna go in and follow them, then go in when you follow them and comment on three Jewish weddings.
This is so beautiful. Like I absolutely love this hipa. You know, and, and like say something that is of course specific to the picture. 'cause that makes sure that they understand that you're reading it, you're knowledging, you're not just spamming. Then you are going to post something like maybe in a couple days on another one of their pictures.
And so then you're just starting to cultivate, like your name is popping up. So then hopefully at this point, they've gone to their heart button in Instagram and they've, they've looked and they're like, oh, this person. They've followed me like three, four days ago, and they've commented on some of my posts and they've commented on my Jewish weddings.
Okay. I'm gonna go and I'm gonna look at their page and then I'm gonna see, oh, I see. They do Jewish weddings too, huh? I should keep them in mind. So like that's where you start planting the seeds, getting your name out there, getting your name in front of these people, and then. Make a list of 10 Jewish wedding planners or make a list of 10, uh, it doesn't matter what it is, whatever blame that you wanna be in, corporate event planners, luxury wedding planners, eco, or ones that you just really love their design or whatever.
Start trying to follow, interact, and build some type of relationship because I have had it happen that then I've been at a networking event. And I've seen that person and I know that person because I've seen their face on Instagram. They've seen my face. You guys, it is crazy the amount of people that come up to me and know who I am because I put my face on my Instagram page.
I put my face on my Facebook page so people know me. When people know you like. It makes a conversation so much easier when they feel like they know your face. When somebody feels like they know your voice. They, you guys, if you listen to the podcast, I guarantee if you came to one of my workshops, you and we are in person, or you were in my mastermind because you've listened to me because you know how I speak.
You know that I kind of talk like a sailor occasionally, you know that like. I sometimes talk fast. I mean, you just understand my man mannerisms. After this long, you start to feel more comfortable with that person as a human because your vo, their voice is just starting to settle in as something com like that feels comfortable versus you've never heard.
This person and all of a sudden you're in a room, you don't know really anything about, like, what if they talk really fast? What if you can't keep up? What if they're, when they're talking they really are judgmental. I mean, there's a million things I always equate it to think of when you're watching like American Idol.
Or one of those like singing shows and this little person's coming out and is kind of mousy and then all of a sudden they're just like belt knit. And then I heard one, and it was so funny 'cause Ka Perry was one of the judges and this woman came out and she started singing an Adele song. So, really. I like deep and soulful and beautiful, but then she started talking and she sounded like fricking mini mouse and they couldn't they couldn't get past her voice.
Sometimes you frankly do not like listening to someone's voice, and that is not like a bad thing. That's human nature. And when somebody can feel comfortable, when somebody can know your face and feel familiar with it, the more chances you have of building a relationship. So use what you got. Do a video even.
Hi, I'm Jenny from Green Goddess Floral, and I am a wedding and event florist. I have done over 1700 weddings and I really specialize in color. I love color, I love locally grown flowers like your elevator pitch. And we actually, uh, in my business bouquets and branding workshop. We go through and you have the opportunity to get a video done, um, by my amazing videographer friend Tim Thornberg, and he puts a video of these clips together of you basically talking about your business and marketing your business with your elevator pitch.
You can use it on social, you can use it on your website, but you're gonna get people used to your cute stinking face, and that is so powerful. You want to get in with planners, get your cute stinking face in front of them and get talking and get them to know you. Get them to just know how lovable you are because you guys, we all love flowers.
We wouldn't be doing this if we hated it. I've never met somebody that's I freaking hate flowers, but I'm doing this 'cause I have to. I've never, I mean, maybe there, those people are out there. I just haven't met 'em, but. Somebody's gotta fall in with you. They got to like just think that this person is a solution provider and they, they do what I need.
And especially with planners, their whole business is about attracting people who inevitably probably need flowers. Here is a person who their whole business is attracting a person who needs your product. Some planners do 15 weddings a year. Some planners do 50. I know planners that do 50 events a year.
Yes, they do some back to backs. Yes, they have maybe te a team that helps, but they do 50 weddings at 50. So let's just say that you have a really solid relationship with five planners that do 30 weddings a year, and each one of them sent you three. That's 15 weddings you guys, 15 weddings from you building five relationships instead of building 15 brand new.
Relationships with people off the street, off of Instagram, off of wherever. That is so powerful and. I know because two thirds of my income comes from those relationships. Hundreds of thousands of dollars a year. You guys comes from these type of relationships. That's why this is so, I'm so passionate about, I'm fired up, you guys.
I'm fired up about the floral CEO Mastermind this month because I know how powerful this is and I. I want you guys to have that knowledge to harness that it is so important to make the easy button accessible and wedding planners are the easy button your businesses missing if you are not capitalizing on this.
So getting started, get your face out there. Get marketing how you can serve. That specific niche of planner, wedding planner, cultural planner, corporate planner, Jewish wedding planner, bar mitzvah planner, whatever it is. And there's tons of like, just all of these like balloon slash baby shower planners and event decorators that are coming up, event decorators in general.
Those are whole. Kind of subset to market to any of those, those type of niche, they have access to so many clients, and those clients could be your clients. So I invite you in if you wanna dig deeper into this, if you really want your business to be different in 2026, go check out floral ceo.com/mastermind or send me a dm.
Ask me any questions you have about it because it will change your business in 2026. You deserve to get all of these things starting to line up and it's time to stop playing small. It's December, you guys, I'm always like fired up 'cause I'm dreaming big about. The, like, how I can help you guys, how I can make your dreams.
Like, especially now that I'm on the farm and so many things have come into alignment that I've been dreaming about for years and years and years, and that can happen for you. Like all these big dreams you have are totally possible while getting your kids off the bus while snuggling your kiddos like.
It has been so joyful. 'cause our chickens just started laying eggs like three nights ago and every night I'm so grateful that I can go out with our little egg basket and pick an egg with my son instead of having to worry about like, I used to work at night, you guys. I used to sell cars at night and then when I worked for corporate.
Like my mind, I was running a team, I was running this big sales organization. My mind was just there. And then when I wasn't doing that, I was focusing on the floral business and getting all that shit done. I was just spread thin and then, , managing a kiddo and that's when we were finding out like Bella had autism.
I mean, I've been through the gamut and I know that if you are in. The thick ass mud that feels so heavy that there is a way out. If you have big goals in 2026, I wanna support you and thank you for supporting me with listening to this podcast. I know I mentioned a little while ago, but I hit 300 episodes.
Um. That just felt so good because I know you probably don't know a lot about podcasting. I've learned a lot over the now years doing this, and most podcasts don't make it past 10 episodes. So to be at three, I think I'm at 3 0 6 now. It feels really good and I, that's how I know all of these little, like little strategies can have big dividends.
And you can too. So thank you so much for listening, flower Friend, and you have an amazing flower filled week.