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Jeni: Hello Flower friend.

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This is Jen and you are listening
to the Floral Hustle Podcast.

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Today we're gonna talk about seven
things for you to stop immediately.

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Stop now for a more profitable
2023 wedding season and beyond.

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Right now is the time of
year We are in planning mode.

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This is the time for you to
regroup and really strategize.

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How can I make next year better?

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What do I even want for next year?

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What do I have booked?

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What do I want to have booked?

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You know, in the big grand
scheme, I want X wedding or I

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want just general goal planning.

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This is goal planning.

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The new year is coming
New Year's resolution.

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By time this airs, the
new year will be here.

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But this is your opportunity to craft the
business that you love, the business you

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adore and ditch all the overwhelm that.

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Making your business business feel
heavy, making it feel like not

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aligned, making it feel just heavy.

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So here are some things
to really just stop doing.

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Really think about how you can implement
these as strategies going into next year.

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So first thing to stop doing is stop
guessing on cost pricing when you guess.

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You are literally asking for either a less
profitable wedding or a big old mistake

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because you did not do the legwork.

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And if you listen to my easy
installations, especially that

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episode, you can learn my easy formula
of figuring out a cost per square.

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So that you're not investing a ton of time
in this, but if you are just guessing, you

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are asking for issues, you are asking to
be less profitable because you are gonna

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go into that going, I just threw a number
out there and now I have to make it happen

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for that number, and you deserve better.

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And if your client does not
understand that, I cannot manifest.

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Like the cost on this because
it is a complicated thing.

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I cannot just spitball because
it is a complicated thing.

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Take that and just say, you know what?

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I really wanna make sure that I
am achieving the look and feel

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of your inspiration photos.

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and I wanna make sure that I'm
properly getting the foundation, um,

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of everything to accomplish that.

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And so it just takes me a little bit
of time to do the research to make sure

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that I am really making sure that I'm.

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Have you just love your installation
and, um, that I have enough flowers

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for it and all of those things,
so I'd be happy to just put that

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together in the pro uh, proposal.

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But if you have a rough
idea, like that is a range.

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You know, most of my installations start
at acts and I've done installations up to.

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because at that point, when you tell
somebody a range, they're usually gonna

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tell you your their budget for something.

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And if they don't, just say, you
know what, let me just estimate it.

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I know my range is a pretty broad one
because installations are so customized

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to each wedding that I really wanna do
my due diligence to make sure that I'm

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achieving everything that you want.

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And I'm making sure from a
foundation standpoint that I

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have all my ducks in a row.

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Leave it at that.

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So, stop.

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It's not helping you.

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It's only hurting you.

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Stop trying to be the cheapest in town.

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This was me.

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I was trying to be like race to the
bottom because I felt volume and doing a

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million weddings was the key to success.

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I actually, I did a, I think
it was 137 weddings one year.

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One weekend I had nine weddings, and then
somebody reached out to me for a funeral

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and I thought that was a brilliant idea
for me to do nine weddings and a funeral.

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I, I pulled it off, but this is while
I was working full-time, running a

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sales organization, having employees.

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I didn't have children, thank God,
because then I probably would've

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just like been in the Looney bin.

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, but it was crazy.

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So I, that happened to me because
I was the cheapest in town.

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I was literally undervaluing myself.

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I was sometimes losing money because
I wasn't estimating enough, um, for

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fluctuations and pricing in the market.

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I just wanted more, more, more, more
is gonna make me more successful.

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More, more, more is only gonna
bring you more headache and less.

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, you have profitability built into
that equation and being the cheapest

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in town is not one of those ways.

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If you are attracting all of those,
like wanting the cheapest options,

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the cheapest everything you need
to implement some processes.

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For one, I would implement having a
brochure for all your inquiries that has

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pricing guidance in it, and so you can.

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right away at dealing with price
shoppers that are looking for like

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the lowest price bouquet cuz they
think that they should be able to get

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bridesmaids for $45 or whatever it be.

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You give them that brochure.

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I would love to talk to you more
if, um, the pricing in my brochure

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is aligned with where your budget
is and if they don't reach out.

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I send one reply email if I don't hear
from them in a week because I use Gmail

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and it nudges me when I don't get a reply.

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So I go in when I get nudged and
I reply back and just say, Hey,

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I wanna make sure that you got my
brochure and see if you had any

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questions that I could ha help answer.

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Um, if not, it was.

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Thank you so much for considering me.

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End of discussion then.

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You're not wasting your time with price
shoppers by doing a full estimate.

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and spending that time on an
hour consult if somebody's

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looking for the chiefest in town.

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Third thing, stop comparing yourself.

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This is something, again,
I used to do a lot.

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I can't charge that because
I am not this florist.

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My work doesn't look like this
florist, so I can't charge like that.

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BS you are your own.

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Dictator of your prices.

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You are the own dictator of the work.

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You want to perform the work that you
want to be proud of, and often cheap

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budgets are not going to accomplish
that If you do have a situation that

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you have a couple that's reached out
and it looks super duper fun, but.

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they have a little bit lower budget.

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If there's one item in there that
absolutely is like on your floral

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bucket list or on something that you
have really wanted to put in your

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portfolio, I would price everything
accordingly to what you normally price.

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But that one item, and I would position
that item to them, is, I've priced out

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your wedding, but the one thing that
is really inspiring, Me about your

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wedding, and I want to use this as part
of my portfolio is this installation.

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I have given you a discount.

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This is if you really wanna
do it, and they're absolutely

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not budging on your budget.

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I, of course you can.

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Try them on.

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But if you just know, and I usually
just know after meeting with somebody

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what things look like, literally
go in there and just say, I'm doing

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this at a discount, um, because
it is a portfolio building piece.

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That way if they refer someone for
that exact same thing, , you don't need

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your portfolio built anymore, and it is
the regular price and you can explain.

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I use that as a portfolio building
piece and it is actually not something

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that I can do at that price again,
because that was not something that

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will sustain my business to keep doing.

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End of discussion.

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Easy peasy.

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So when you keep comparing
yourself to other Floris, for

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one, you are brainwashing yourself
that you are not as good as.

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Everybody has their strengths.

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Everybody has something
that shines about them.

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That's something that sticks
out that they are great at.

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And if there are things that you keep
comparing yourself and falling short,

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then you need to invest in yourself.

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Taking courses, doing things like
practicing, going to Trader Joe's.

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We have Trader Joe's like a grocery
store that like their flowers are

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unbelievably cheap because they're
buying in such volume that sometimes

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it's cheaper than the wholesaler.

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When in my earlier days, I would go
there and I would buy like $40 of

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flowers, $35 of flowers, and I would just
make different things, tear it apart,

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take pictures, and keep doing that to
build my confidence, but also build my

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portfolio because you also need to have
work that you can put out there that

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speaks to the work you want to be doing.

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and when you've done something,
you also feel more confident.

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You can understand recipes
a little bit better.

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You can understand maybe like the
spiral bouquet is something you're

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struggling with or making corsages
is something you struggle with.

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You know, you could just practice and
then that comparison, when you build

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confidence just starts to to dwindle.

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And if you are continuously comparing
yourself to people, especially

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on Instagram, unfollow them.

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You will not be missing out if they
do a wedding somewhere that is not for

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one, your ideal venue, your ideal type
of wedding, like just unfollow them.

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It's good for your brain to just
not even be exposed in my opinion.

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Next thing, stop using one
wholesaler or one flower source.

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. By putting your eggs in all in one
basket or one wholesaler, you can be

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disappointed and be subject to their
pricing or their price fluctuations on

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items because they have limited sources.

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I personally have three wholesalers.

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I have a flower co-op that is a co-op
of a local growers, and I have two

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flower farmers that I buy direct
from, and I grow my own flowers.

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I will often on hard to find
flowers, order from two locations

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to help up my chances, but I
also check prices accordingly.

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Hey, how much are your
toffee roses right now?

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Are you even able to get them?

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How much are your Ines right now?

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Are you able to get them in the summer?

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Are you able to get white,
ridiculous peach, reinos, whatever?

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How are you finding, you know,
whatever flower that you need

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for this wedding in three weeks?

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, ask them, get a ballpark price, and then
you can place your order accordingly.

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I have one wholesaler that I
only have delivered to me cuz

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they're a little bit farther away.

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I invest my time going to my main
wholesaler, looking at everything

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and knowing how everything is gonna
come together from a color palette,

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I go to the flower farmers in
person because I wanna be specific.

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Even if you're ordering by variety,
that variety can be a little bit

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different, or they could have
picked it at different times.

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So super important.

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But on top of that, my next item,
stop promising individual flowers.

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I'm, I, actually, I did
a whole episode on this.

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This is literally backing you into a
corner of not being profitable, because

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if that item for some reason becomes
a scarcity, you are paying a premium

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for it, and you might not have built
that into your wedding flower budget.

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So, I just stopped doing it several years
ago, and it feels so much freer, but

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it also helps make me more profitable
because I am not backed into a corner

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of having to have a specific bloom.

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So just stop.

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It's easy.

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Explain.

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If you listen to that episode, I
explain how you can make it a benefit

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to that couple, then have a minimum.

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And I know so many people are
like, I just need to do weddings.

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I need experience.

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Great.

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Have ala carte flowers.

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Um, which is a great way for people
to get, for one pricing guidance of

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what things cost for two great flowers
without a lot of work on your, your.

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Part.

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And plus you get a lot of creative
freedom because you are dictating

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everything that goes into the, from a
flower choice, from a design choice.

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Uh, you know, I just say they're
always in my classic garden style.

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Um, look.

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But I get to pick all the
blooms, um, based on what the

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best options at that time.

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The best options could be
something that's on sale.

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It could be something that I found
a deal on, one of the auctions

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on, then having a minimum.

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, you can actually back into that to,
from a profitability standpoint, if you

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wanna do two weddings in one weekend
and you wanna make X amount, okay, if

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I wanna make X amount and I'm running
at like a 40 or 50% profit margin, or

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whatever your percentage might be from
last year, or if you're looking at

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changing that, then you could of course
adjust that into this ac um, equation.

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Then I'm going to meet,
need to be charging x.

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. By having that minimum, you make sure
that you're covering your business

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expenses, you're making sure that if
you are taking on limited weddings, that

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that investment in your time is worth it.

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And so I see having a minimum as a
critical part of your business, if

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you are not going to be taking on
all these low budget, high volume

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type weddings because you are setting
the stage that I'm not gonna do O.

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I am going to have weddings that I want
to do, I enjoy doing that are something

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creatively fulfilling to me, and that
also fit into my profit equation.

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Then the last thing, start
sourcing supplies Now.

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And I know sometimes you might not have
the budget for it before your bride has,

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you know, POed up everything, um, or your
couple has paid, uh, you know, whatever.

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I, I do a $500 deposit that
goes towards their total.

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And then I don't take any money until
like 30 days out because I don't need

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the cash influx into my business.

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I would rather we finalize everything,
we get final payment than I'm paying

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for the flowers and so on and so forth.

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But I do source supplies now.

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I literally, when I see something
available that I know I'm going to need

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and it is at a normal market rate, is not
like elevated, I stop and I'm like, okay.

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I, I could buy some tubes of glue.

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I could buy some cylinder
bases for this year.

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I could buy some floating candles.

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Sometimes you can even strategically work
with your wholesalers to make sure you're

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getting a good deal by pre sourcing.

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Like they have pre-book on items.

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They have pre-book on candles,
pre-book on, you know, cylinder

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bases are common use items.

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Look at pre-book and see,
because that's going to be.

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your recipe of profitability.

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If you have these things and you aren't
all of a sudden paying a premium because

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you're like having to order on Amazon
or having to order it online somewhere

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because your wholesaler doesn't have it,
so plan ahead and you definitely will

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build in just a ti more profitability
because you're not paying a premium.

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Then also with those supplies, build
in things that are profitable for you.

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I introduce new collections periodically
of items that, for one, make it

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easier for me to meet with brides
because I can show them something

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that fits together aesthetically.

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I have these new rib candles, uh,
taper candle holders and uh, like

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ribbed beautiful glass bud vs.

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That.

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They go together and they're
stunning and like it's really easy.

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But that was an investment.

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I bought them before I even sold
them, but I knew I would sell.

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and I have sold them, I think
like seven times already.

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So they more than paid for, um, themself.

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But now is a time to source things like
that, that you can integrate, that you

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can make some money on because they
are on trend right now or whatever.

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And then have fun with that.

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Like it is fun for me to introduce new
things and I'm always on the lookout,

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like I actually just got delivered,
uh, a accent decor puzzle arch.

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I looked at it and I was like,
I can sell that to my brides.

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And it was 500 bucks, so it was an
investment, but it's like getting

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down to the end of the year.

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So I don't mind the tax seduction, and
I know next year I'm going to be able to

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rent that for a premium and I will recoup
my money in just a couple weddings, and

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then I will have this beautiful thing
to just rent out and make it profitable.

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So look at those decisions.

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because then you can book them
to your brides couples this

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year and really set yourself up.

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If you rent that arch out three times,
four times, you know if you've paid

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for it, and then you've made another
500, then you've made another seven

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50 or a thousand, and so you can
really capitalize on your investments

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that you've made into your inventory.

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Those are your seven things.

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Start now on implementing these
strategies and stop doing.

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All the thing.

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Stop guessing.

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Stop being the cheapest.

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Just start thinking you deserve
to be profitable because you do.

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You work hard, you want to have
your business be successful and

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sometimes you just gotta gotta rip
the bandaid off and make big changes.

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And so let's make big
changes and let's make 2023.

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Amazing.

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Thank you so much, flower friend.

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I hope you have a great flower.

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Bye-bye.