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Are you ready to grow your floral business not only in profits but in creativity and fulfillment? Listen as Jeni Becht a wedding and event designer of over 25 years shares all the juicy details of growing and evolving her floral business into one of passion, purpose, and financial freedom. She shares all the secrets with actionable tips and strategies so you can wake up inspired and on a path to profitability while feeling lighter and more aligned in work and life. Join Jeni in building your business while ditching the overwhelm, avoiding burnout, and feeling fulfilled in work and life.
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Hello flower friends, this is Jen and you are listening to the Floral Hustle podcast. On this week's mini sode, we are going to talk about positioning yourself as an expert. And I had a couple consults this week, and that's what made me really think about this, um, because then in the Floral CEO Accelerator, we had been talking about your elevator pitch and positioning yourself as an expert.
And somebody asked me this really great question. They were like, what if I don't have 25 years? What if I don't have all this experience and you are still an expert because nobody's done wedding flowers before that's likely getting married. Like you have done more weddings than them. You're that, what makes you more of an expert is to be just like an inch ahead.
If you're an inch ahead. You are more of an expert. And so how I position myself as an, as an expert, I do that in a couple of different ways. I do that. Of course to clients, but I do that with other wedding professionals as well. I'm the go to person if they have a question, like, they can ask. If somebody is wondering they are dealing with another florist, and this, this is an exact actual story, they're dealing with another florist, this client wants to do something and that florist can't figure out or doesn't have ideas.
To bring to the table to figure this solution out. Do you have ideas or do you know how they would do that? Would you be willing to talk to them? And I absolutely would. I want to be the go to person that people could ask questions and feel safe. I want to be the go to person to be the authority that if you need to figure something out, hopefully you're just going to hire me.
Because I'm gonna figure it out for you. There's no thinking required. No you having to figure anything out. I'm just gonna handle it. I, this weekend, had a, it was the big last weekend of the year, and I was hired by, uh, I was referred to one of my favorite planners, who was actually my wedding, um, coordinator.
And she sent her this way because she knew that That as an expert, I would be able to handle this client because she was a handful that my confidence in whatever that person asked me would be delivered like with the utmost confidence that there would just be no gray area with this person gray area or just a smidge of doubt really wouldn't settle.
So out of seven florists that they interviewed and got price quotes, I was not the cheapest and I was hired. And it's because I positioned myself as an expert that whole time. Like, they don't have to worry. I do this. This is my jam. This is what I do. You don't need to worry. And it was funny because she said one of my positioning statements back to me.
Uh, the client did. Uh, which was, I mean, of course, this woman was just a, a handful. So any compliment you got, I was just running with it and she was looking at the flowers and she said, Well, you really got the colors right. You really are an expert in these jewel tone colors, just like you said you delivered.
And that was a huge compliment coming from this woman because she was just picking, I mean, she was even picking like the steak and how warm it was and all this, uh, it was just crazy to the planner. So, like, I was just going to take it. But that's one of my position statements, that I position myself as an expert in color.
I have had people say, I can't believe you're doing a white wedding. You are the queen of color. I am going to position to clients that I am an expert in color because I do a lot of color. I mean, I would say 75, 80 percent of my weddings are color. And I've also, that's full circled. Now I attract more color because I post more color, if that makes sense.
So a positioning statement can be something that just is basically like solidifying. You're making a good choice in choosing me. I'm a good choice. I am an expert. Look at this. And this is different than an elevator pitch, which I've covered on the podcast before. An elevator pitch is like a marketing pitch that you do when you're networking, you do when you meet somebody.
You can do in a pitch like that, a elevator pitch video on Instagram. So let me give you an example of an elevator pitch. Hi, my name is Jenny with Green Goddess Floral. I have been a florist for over 25 years. I have over 1, 700 weddings of an experience and I love whimsical, organic, garden style designs.
I love really lush designs. I absolutely love all things color. I do a lot of colorful weddings, so if you have a colorful wedding, I would love to be considered because it's my superpower. That's just like an off the cuff elevator pitch. But a positioning statement, this is a statement that I usually give near the end of my consults because I want to make sure that they know I'm the best choice.
I'm the best choice for you, and here is why. So I'm going through, and I ask Hey, did you by chance get a moment to check out the about us page and then I wait for their answer Yes, no. Oh, I think I did. Well, just in case you didn't get the the highlights off there I've been a florist for over 25 years.
I've done over 17 weddings So on the week of your wedding whatever could happen and nothing Will mess up your special day, you know, things happen with flowers and I know how to Make sure that everything is perfect on your wedding day And so it I've basically just told them I have a ton of experience Nothing is going to throw me off my game.
So those are our two kind of key things so just to let you know, like I have a team of people who work and support me and I Um, I wanna just make sure that your day is as low stress as possible, so if you hire me for the flowers, that will not be any stress, it'll be so easy, and I would love to be part of your special day.
So, I then just circled back and said, like, I'm gonna be your low stress option, I'm gonna be easy, you are not going to have to worry, cause I am an expert. And I do that near the end of my consult and then I transition that into my next steps statement. So then I'll go, so if you want to, you know, wait for your estimate, I kind of explained that process.
So, um, just so you know, in three days I'm going to be sending your estimate. And if you review that and everything looks good, I would love to then send my contract over and you return that. With a retainer of, you know, I say the amount depending on how big their wedding is and Then that will go towards your total.
Um, I would love to work with you I love your vision and I circle back basically with like the compliment sandwich. I Tell them that you know, I love their design aesthetic if I do if I don't like I'm not going to add that but I'd be super excited to do their wedding and then sell that excitement of You Like being involved in their special day and that is right near the end because I'm I'm closing with this Positioning myself as an expert then I'm closing with next steps So it's just a small thing But I do that at every single consult the next is like positioning yourself as an expert to somebody in the wedding industry that in that's equally as important because Especially as a wedding planner you have so many things like you Yesterday was, I was just witness to so many different moving parts of people who were not positioning themselves as an expert, which made so many different parts really uncomfortable for the planner and just really a lot of work, a lot of headache.
So when you position yourself as an expert to others, you're literally just telling them, Hey, you know, just to let you know, I've been a florist for 25 years. Uh, and I've done over 1, 700 weddings, so like I can really support you with any floral needs that you have all the way from a basic a la carte wedding, which is somebody for a lower budget, all the way up to like a 25, 000 full service.
Whatever you need, I can figure that out and I can make it as low stress as possible for you. Simple positioning statement and the planners want to feel, they want to hit the easy button. So make it easy for them. If you're really trying to figure out like what your positioning statement is, what your elevator pitch is, I know that I have been talking about this, but I'm going to throw out the branding bouquets, um, and business workshop that's coming up.
It is going to help you hone your brand to position yourself as an expert. Um, you have the option to get this video upgrade and it's Such a cheap video upgrade. It's like two 50 to get a video put together of you, basically with your elevator pitch, positioning yourself as an expert on social on your website.
And it's done by one of my favorite videographers. It's, I have the example on the sales page if you want to check it out. That video alone, if you hire somebody to do, would be a thousand dollars, and that's it's two 50. So go check out the workshop. It's at the floral hustle.com. Forward slash rockstar.
You can actually see all three workshops that are coming up. This workshop in January here in Minneapolis, Minnesota at one of my favorite venues, and we're going to be doing a really fun installation. You're going to learn two bouquet styles, a hand tied cascade and a hand tied, um, spiral technique bouquet, as well as we're going to talk things business.
You're going to get a full styled shoot gallery people. It's just this value for this workshop is just over the top. And if you use code FRIDAY, the week, uh, next week, I will give you 100 off of your ticket. So, go check that out at thefloralhustle. com forward slash rockstar or check it out in the show notes.
Thank you so much for listening, flower friend, and you have an amazing flower filled 📍 day.