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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. This is Jen and on this week's, and actually I've done. Kinda a lot of episodes about this recently. But today I wanna talk about how to actually start making money in your floral business. And there are several layers to this, you guys, but the, the core message that I really want you to understand is that you can be booked out exhausted, but still broke because that was me.
I did 125 weddings and made no money. So I, I really want you guys to step back and if you, let's just say are at the beginning part of your journey and you are just starting, you know, like trying to figure out what way is up, how you're gonna do this how to price things, how to realistically just like how to do anything.
You know, how do you scale an event? How do you produce an event? How do you, how do you do anything? you can still at that point, at this very point, figure out how to make money. So I think many floors, and this identity actually was very tight, uh, very close to the cuff for me. I felt like if a lot of people were hiring me, that that equated to me being successful.
I equated busyness with success and I equated like revenue as being successful. So, like when I hit, you know, that magical, a hundred thousand dollars mark a million years ago. I was like, oh my God. Like, you know, it hit that and then you look at all your expenses, you look at, you know, the labor that, because especially I was working full-time, the labor that it took, you get to get there, like all these things just were like, holy shit.
I didn't make hardly any money even though I was really, really busy. Then I also didn't feel like I had any time freedom. I mean, I was booked like every weekend and I, there's one really memorable weekend. I did nine weddings and a funeral, like, it sounds like a movie, but it was nine weddings and a funeral I did in one weekend.
And like thinking about that now gives me the ick because that, like I was just going and. I was going hard. I was taking care of my dad at the time. I was in a relationship with someone who was like a toddler basically. And like I was taking care of everything. I was being the breadwinner. I was taking care of the house.
I was taking care of like the majority of everything in our life. And he was coasting along. And that felt heavy. I was working full time. I like it was just a lot and then I worked my ass off and made no money. And maybe you have, and it, I feel like I fundamentally ha am built different than most. I like working.
I actually enjoy working hard, but if I'm going to work hard, I better make fucking money doing it. And that was a big shift for me because this previous identity that I had was just like being busy equal, being successful, mean that meant I was cool and meant that, you know, all these other, you know, like the fraudy feeling validators came into Mark.
Like, look at how, you know, validated I am because all these people wanna buy to to hire me. But being booked every weekend doesn't mean inevitably that you're building wealth. Profit is what is left after flowers, labor overhead, screwing up, waste stress. Most busy florist are burnt out, but profitable florist build systems.
So the first thing, and I have talked a lot about. This system, but I've, I've done whole episodes dedicated to this. The profit first method of running your business to me for a long time was really hard for me to wrap my head around. I'm like, how can I estimate making profit? How can I even go into this?
With thinking that there's this formula that I can actually do, but after coaching so many florists and looking at so many florists numbers, I love to talk about money. If you are in your business and you're like, I don't know, like which way is up with my financials, like none of it makes sense. I don't know like how to break down things.
I don't know how to look at success. Like I would love to dig in that with, with you because. To me like that is super fun. That is super giving to really dig in because inevitably, at some point your worth will get tied to the amount of money. And that might not even be with you personally. It could be with your partner, your spouse you know, if you have children, like I, I remember I used to teach fitness classes.
I had Bella and I was gonna go back and I went back for a couple classes and you know, you make 25 to like $35 an hour to teach a lot of these classes. And like that value superseded, like being with her, superseded the value of me, you know, having fun and doing that. Something that I had loved for years and years, years before that.
And my motherhood value superseded that it wasn't worth that amount of money to be away from them. So there's always some balance of competition internally, like it's time, money often go together because, you know, to me, time freedom is the ultimate freedom. And if you were running around, and I mean, and I have done this, you guys, I am the first to say, like, I even, I bodi, um, my son had his birthday party this weekend and this one of.
His friends from school, we invited everybody from school, you guys, so this was also a first, because now we're in a school that, like you do that you give birthday invitations to everybody and we had 12 kids come in totality, including Bodhi. So it was like 11 kids showed up and I'm talking to this mom and she is a stay at home mom.
That has a fi, a kindergartner and a first grader. She's pregnant again and due in July. She's a little crunchy granola mom, you know, doesn't really believe in a lot of like mainstream ideals. And you know what? I am here for that on some things for sure, but. You know, she was like, so what do you do? And I was telling her all the things like, you know the floral business and the weddings and growing flowers and the coaching business.
And then, you know, like all the things with the farm business that I've been dreaming about and these workshops that I'm gonna be hosting. And she looked at me dumbfounded, like, how is that even possible? And I, she's like, how do you do all of that? And I was like, I genuinely run at a higher level than most.
I've always been built that way. I, I like having busy, but you know, as I've gotten older, you know, definitely time with the kids, I've prioritized things in a different way and they have been tied. More to like something being profitable rather than me just having to do something to do something. And, you know, it, it really, like, she looked at me like, dumbfounded like that.
How is that even possible? So I do know that different generations, I think she's, you know, ten-ish years younger than me different generations and actually just different humans have different thresholds. And so I, I fundamentally like. To, to work. I fundamentally like to, to win. And you know, if I get these things done, I win the day.
If I get these things, things done this week, I win the week. You know, if I get these things done this year, like I've won the year and I live my life in a state of, of wanting to win, and the first part of that is really measurement. How can you actually grow something that you have no idea what the actual measurement base is?
So when I really changed. The way I was looking at my business, I wasn't looking at the number of weddings, which I had really focused on. I was really focusing on like the averages and how can I increase that average. So if you own a retail shop, or you know, even as a florist, what is your average wedding order value?
What is your average order value? I, I love the conversations in the floral CEO Mastermind because we were actually talking about somebody did less for Valentine's Day but their average order in value increased by almost $50. It was a 40% increase. In their average order value. And you know, I, I wanted to lean in on like what that felt like because working really, really hard and hardly making any money, it will inevitably not feel good at some point.
So looking at metrics that you can go, is this success? I mean, I've had girls in the mastermind, and that I have one-on-one coach, that they've grown their wedding revenue as a full functioning retail shop. They've grown their wedding revenue by 50% in one year. After working with me I've seen people go from their just starting their business to booking out like 12 weddings in their first year of really launching their business, um, and going, you know, full steam into wanting to book weddings.
I, but they need to do that profitably because if they keep just booking weddings and they're not pricing correctly, and all the fundamentals, which are things that I teach in the floral CEO Mastermind, like that catches up with you. So there's this balance of those measurements, and to me, profitability is a me measurement.
So if your pricing for profit. You are inevitably the business will feel better. Um, and honestly, underpricing is the number one reason. Florists don't make money because you aren't going into, or you're overdelivering, overdelivering with something that I have. I have gone hard into overdelivering, like I have had somebody give me this really shitty budget and I just, I really liked them.
I really loved the flower colors, or I really loved when I went to the wholesaler. I fell in love with all this shit at the wholesaler. Pricing to be nice or to be affordable is going to be a slow death I saw in this. If you are a wedding florist and you are not in your state's bride Facebook groups, I definitely would go join.
Because for one, it's fascinated to see the questions that are asked, but I also think it is a way to really insert yourself with some consistency and frequency, because even if that bride didn't. Actually you know, post that post, another bride could be looking at it and seeing your name frequently, whenever there's a flower post, I think creates brand frequency, which is super important.
So when we go in and we're underpricing, we're really like the person that we're. Drastically hurting as ourself. But often we're comparing ourself. When we look on Instagram and we see a, i, my joke is like, you're showing me something on Pinterest, or you're showing me something on Instagram that, like a Minnesota Vikings, that was their wedding, or it was, you know, some New York socialites wedding or, or just something that isn't in the realm of that person.
Like they, they went big. They spent a ton of money and then that gets you feeling like you need to go, you know, commensurate. From a, a look standpoint, you know, if you price out something properly and it would cost $400, but the person's got a $200 budget, I have had so many florists go, how can I make this work?
You're not supposed to. You will not be profitable if you make somebody else's agenda work. Just because their budget is unrealistic doesn't mean that yours is like, you deserve to make money. Your pricing teaches people how to teach to treat you. And that goes from, uh, you know, like a basic. Bride reaching out for a la carte or a wedding planner that's looking for a $30,000 full service wedding.
Like your communication, your pricing is really dictating, and then inevitably that affects your profitability. When I started, and honestly like relationships that I've had. Have shifted with this belief shift that if I am going to do something, I am going to make money at it. So I, I want you to really feel that, like, hold your hand over your chest and go, when I do something, I deserve to make money for it.
You are not a nonprofit. You should stop running your business like one if, if you are not making money, stop comparing yourself to more experienced florists. Just be somebody who's doing a kick ass job who loves what they do and makes money at it. We don't need to prove anything to anybody. We just need to prove to ourself that this feels good.
And is worth our time because those are like, I think feeling good in your business and making something worth your time are, are two of the biggest struggles that I see florist kind of run through and somebody feels better about it after they go and they're like, oh my God, I can, you know, I've had people tell me that ultimately, like they don't wanna touch weddings with a 10 foot pole and they would rather chase.
You know, daily deliveries and when I go through the mental bandwidth doing 30 daily deliveries or one wedding takes, like, there's just so much clarity in going, okay, I could do like one big thing, or I could be worried about how to find 30 people to do an order from me that week. So really just think about am I pricing for profit?
Or am I operating my business out of fear? Am I doing things out of fear, which are disabling my ability to make profit? All right, then one big thing that. I think I've settled into in that I, I try to teach anybody that does coaching with me is that we don't need to do everything. We need to really focus on what makes us money.
Every year in January, we do a goal setting workshop, and in that we dive into really just like what made you money and what didn't, what drained you, what filled your cup? All of those things. And so going through, because not all revenue streams are created equal. I have had, and I think it is fascinating when I do, you know, start coaching somebody new, I ask them like, what are your revenue buckets?
What are you actually making money from? What do you feel like? And honestly, if you own a retail shop. Audit your deliveries. 'cause I guarantee if you have delivery staff, a delivery vehicle, delivery vehicle, insurance, and all those other things, and you're not charging accordingly for deliveries, you could easily be losing money.
I've coached three retail shops that. We're losing money on delivering flowers, which is crazy because it is a service and you deserve to make money for it. And where could anybody else get, you know, I, I've had some home base floors. They're like, oh, it was really close. So I delivered something for $5, or my delivery fee is like $10 if it's within 15 minutes of my house.
Absolutely not. I am not going to get my cold ass in Minnesota in a car, go drive somewhere 15 minutes away and then drive back for $10. Absolutely not like you are not operating at your value. You can't even pay somebody. It would cost more if you had an hourly employee. And they're making, let's just say $20 an hour.
And it took them 30 minutes round trip for that delivery. You just lost money you guys. Because by time that you not only paid that person for a half hour at $20 an hour, that's $10, then you're gonna be paying their social security match. You're gonna be paying their unemployment, their workman's comp, and then you're also gonna be paying for that vehicle, wearing down the brakes, potentially all the insurance related with it.
I mean, you lost money in that case. So. Try to find the holes in your ship and either plug 'em and cement the shit out of it so it's not happening again. Or sometimes things just need to go away, especially if they're draining your energy because I. I was coaching somebody recently and like I absolutely love her.
She's so adorable. But she is like the energizer bunny that wants to make everybody happy and wants just business, business, business, which I absolutely love. But I, I've, you shouldn't be doing something as the CEO in your business unless it's like a 50 to a hundred dollars an hour task. And that cracks a lot of people when they're just like, what?
It's like, no, your brain, if you created the space with all the things that you've accomplished, if you created that space, you could create some other kick-ass thing that could be your next money maker. And we need to start showing up there where we have space and capacity and maybe even time to. Sit in and go like, look what?
Look at all of this. Look at what I've done. And that could be, you know, on any number of things. Like, I mean, you could be a wedding business wedding, you know, an event florist that all of a sudden thought that they were gonna do daily orders, or thought that you, you were gonna do funerals or a la carte or, you know, you wanted to switch to some other thing.
It doesn't matter the thing if you test the thing. And it makes you miserable or doesn't make you any money, like that's a problem. We, but having that moment of reflection. Is the biggest game changer. So you need to be able to step back to have that moment of reflection is, is this working? Is this sort of working or is this not working at all?
What would make it better? What could I do to optimize it? What is the actual ROI on it? And actually digging into that makes such a big difference. My main thing is I would love for you to make more money without working more. So how can you increase profit without working anymore? You don't always need more clients to do that.
You need better margins. So how do you increase margin? You know, and, and also this was something that I struggled with. How do you increase margin but then not feel like you're doing a disservice to your clients? Because I often felt, I was like, oh my God, I can't charge that because like, you know, that's not a good value for my client because I used to, and I've, I've had relationships with, with decorators and I've had relationships with wedding planners that they just wanted me to give away everything.
Like they were just stuck in pricing five years ago when we've, you know, had price adjustments. Cost of living increases a million different things like labor costs more than it did five years ago. Rightfully so, the world costs more than it did five years ago. So some really, some ways that it, that you can increase your margins, not just by going and getting more clients, would be to raise your minimum, improve markups on things.
Making sure you're charging accordingly for a setup and delivery that is an easy way to sink her ship. I, I had a event decorator that I'm doing a wedding with that's actually they're from the cities. They're gonna be doing a wedding at a venue really close, and she just couldn't wrap her head around, you know, this delivery charge that I was charging.
Because I, I told her I will need to rent a U-Haul. It is eight big size urns and then some there were like some sweetheart table things and blah, blah, blah. So these eight urns alone will not fit in my van. An eight foot kind of four by eight foot van footprint. Not gonna happen. So I need that. So then she said, well, I wonder we're going to have a U-Haul wonder if we could pick them up so that you could just mean that.
And I said, okay, I'm guessing it's going to cost me $150 to rent, said U-Haul if you want. I am about 30 minutes from the venue. By the time you exit the highway and go the 15 miles. Out of the direct path. And then the 40, you know, the 30 minutes, that's about 45 miles. But you are going to have to go to the venue first to unload said car.
So you're realistically gonna be driving 60 ish miles. And not only are you gonna incur the mileage for that, so the mileage alone, at a dollar 29 a mile, you are going to spend $90 and then you're going to have to hire said team to drive to my studio. I need to be there to help load up and then drive it there, and then I need to get paid for for driving there and setting it up.
So $150. I mean, that wasn't my, my setup fee was way more than that. But that's what I'm allocating towards a rental car. And if you wanna circumvent that, go right ahead. You know I don't think that they even saw that, that wasn't they, they didn't look at the details that make that up. And when you make, and I really in 2026, I'm trying to make data-based decisions instead of feeling or even scarcity based decisions because then I know that this is making sense.
So another thing that you can do is better upsells. So you can work on if a client is. You know, saying that they want this big, beautiful arch, but realistically can only afford this arch. You can go in and maybe upsell them to, you know, a middle of the road arch. Or if you always at this venue do a bar arrangement or a bar feature, and this person did not have then that list, you could potentially try to upsell them into doing that.
The next thing is reducing waste, like flowers at the end of your event are costing you money. They're leftovers and just wasted money. So how could you reduce that waste? How could you streamline systems so that the whole process from start to finish takes less time? How could you streamline systems in your shop that they're just less?
Energy draw from you? How can you smart, a smarter source? I had you know, we have three wholesalers in our, our area. We actually have four, but I would consider doing business with, I do business with three of them. And one of them who I absolutely adore and they actually help sponsor part of the Floral Rockstar workshops.
And they came out here like trying to vet my business and they wanna increase. They wanna see how they can make it easier. They were like, they wanna help me source for the best deal. Do your wholesalers do that? Do they want to do the best job they can or are they coasting on their lazy ass laurels?
Because there could be a wholesaler that wants your business more, that will be more competitive, that will serve you at a different level, which will increase your profit margins more work isn't the solution? Better work, easier work, more impactful work is. And then going back to the profit first me method.
Pay yourself like the CEO, not you are not leftovers. Floris seem to just normalize not paying themself. I was actually in my mastermind, you guys talking about this because it is. I don't mean to get on a pestle, but like it's infuriating that I know that I can do huge impact to somebody who works with me.
I can help hold them accountable. I can give them strategies that I know work. I can help you increase your, you know, in some cases your wedding revenue by 40%. I can help you see holes in your business that you can't, but most florists don't have money to invest in coaching. And I was so shocked today, the facilitator of the Mastermind, they were like, because I of course want to help people, but I also see my value in my time and being paid for my time as everyone should, and I'm not being greedy or not being douchey, but when I have to pay someone to, you know.
Watch my children when I have to pay for all of these things to run this business. Do you know guys, it costs like a thousand dollars a month just to even turn the floral CEO business lights on and run my podcast, run my course platform, pay for all the tools, a thousand dollars. So. That to me, like I wanna make sure that I'm being really impactful for who I'm helping, and I'm giving them the biggest return on impact that I possibly can.
But so many florists are running around not paying themself, any, anything. They're overspending on product. They're underbidding, they're winging it with no fucking strategy and expect different results. You guys, if you are trying to do something bigger with your business, it is costing you money not to hire someone like me or not to be in a group surrounding yourself with people who want to be better because nobody changes something just out of the blue.
Like nobody just all of a sudden comes up with this random solution that is going to just change their business. Nobody's gonna come up with the random. Tenacity or the random effort to be like all of a sudden like, this is, I can't do this anymore. I spent money to get here, but I also, you know, when I did that, started to make more money and started to hold myself to a higher standard and I.
I like that is one of the biggest things that I try to teach people is you deserve to make more money and you should hold yourself to a higher standard of worth. Because I, I mean, I like, there is one woman in my mastermind that I absolutely adore her and she is going to be quitting her job of 30 years and going off her own.
And I believe in her more than probably anybody other than her husband. 'cause I'm guessing her husband equally knows how fucking amazing she is like I do. But that is what you need. You need somebody that believes in you so much and is going to push you to get uncomfortable to do things because if you don't, how is anything going to change?
And I don't mean to be on a soap box. Preaching, but when today they told me like, if Flos fundamentally don't make money, how are they going to be able to afford you helping them? And so maybe you should try to help wedding professionals. Like I felt like no. I know that there, I know because I've seen myself and I've seen other florists change their business to be profitable, but you have to wanna change.
You have to sometimes go and dig a little deeper to make that change happen. Craw first was another level of me digging in. Paying yourself is a non-negotiable expense. What changes when you expect your business to fund your life? What changes when you expect your business to pay you? That your time is worth money.
Your expertise, your artistry is worth money. Your business ex exists to support your life, not consume it. You deserve to be paid your value.
Then build a business model that matches your life. I, you know, say like today, even you know, 'cause I'm in a group of entrepreneurs that some people have a, you know, half a million dollar business and you know, some of them have a 400,000. But I work part-time, like my children are my biggest job in life.
My floral business and my coaching business and you know, also like all these things like the farm, my health, all these things like layer into a business model that matches my life. But all of it is centered around like what kind of schedule do I actually want going into this year? And the move has made me seriously reflective on.
What it is that it would take for me to get in a car and drive an hour to drop something off. I work part-time and have a pretty expansive business. And the thing is, I know that's possible because I do it. I have had very minimal other than coaching now for several months. Sure I'm doing estimates and I'm meeting with people and I'm doing all those things, but I sure as shit is, I'm not working, you know, 40 hours a week.
I think my scheduling availability in my calendar probably is around like 15 hours a week that somebody can schedule time with me. And that doesn't always get scheduled, obviously. The mastermind, you know, probably takes. Eight to 10 hours a month, meeting with clients and planners and things like that probably takes eight to 10.
So I, I mean, working very part-time, I, I run a very successful business and you can too, build offers and pricing that supports your lifestyle, long-term sustainability versus short term hustle. Do you want seasonal intensity with downtime? Like I know, 'cause I know this is how Minnesota is because it is fricking cold here in the winter.
You guys, and I actually kind of hate, and I use the word hate because I have to wrap every single thing in plastic. I have to buy so much plastic to wrap a winter wedding and it's, it's so gross. It's just not my favorite. And then I'd love for you to ask what kind of. Life. Is your current pricing actually buying you your current energy level or effort level?
What is that actually buying you? Are you putting in $200,000, you know, energy? Are you putting in like $50,000 energy? Are you bringing major CEO energy that you're like. I am gonna build, 'cause I wanna pay myself a hundred thousand dollars. I'm gonna build a $260,275,000 business so that I can do that because it all backs into formula if you're pricing correctly.
So I want you to think about some simple action items. Calculate your average profit per wedding. Calculate what your average wedding is, if you don't have that at this point, and then look at one price point, one thing or fee. If you are a retail florist, please go look at your delivery fees. 'cause I'm guessing it's could be better if you are a wedding and event florist.
Look at actually what it's costing you to. I, I know how much it costs me to get a U-Haul. If I'm going up to the cities and I'm keeping a U-Haul for two days and driving a back and forth, I know that that's a $250 expense. Like, do you understand those costs? So like, pick one and really understand the cost.
And then decide one boundary that really protects your profit. Like I am going to have less than 5% waste at the end of my wedding. I am going to make sure that I am accurately doing recipes and I'm not going and adding a bunch of shit. Whatever it is, you deserve to make money so. You do not need more hustle.
You need more clarity, confidence, and a business model that respects your time. If you're like, I still have no idea. I wanna work with you, I wanna support you. If you want to be around a group of like-minded women that are completely like some of my favorite humans, please join the floral CEO Mastermind.
It is a supportive environment. There are training topics that are needle movers for you that will help you see, because you're also seeing what other people are doing. You are getting Voxer access to me, which is a group chat, like if you have a question, a stumble or whatever. And then I'm always asking like a question of the week, like we did vision boards together.
What did you do this week to support yourself in moving towards your vision board? If you're really looking for a personalized money strategy, send me a DM or email me at Jenny jn i@floralceo.com, and I would love to help build a personalized money strategy for you. How can you make this profitable? How can you make more sails?
Like where are the holes? Where can we plug the boat? And then. If you just need more experience and you want to start elevating your portfolio. The workshops, there's three workshops coming up. You guys like one March 10th and 11th at Essence Event Center and it is going to be epic. It is so excited. Like the cake person just was emailing me 'cause we're gonna have an epic cake install.
I always love cake installs. They're like, that's kind of like one of my favorite things is doing cake installs and this is not going to disappoint. Then we have the Business Bouquets and branding workshop in April the 26th. Through the 28th. You can actually come and see my shop, come and see my home base studio, hang out with me like we're gonna talk business.
Any question is not like ask bring. I don't care if you bring a notebook full of questions. Proceed. I wanna hear 'em because I wanna help you be more profitable. I, I had, uh. A local florist, like do a coaching session with me and she was just like, you know, we actually bid the same wedding. And she's like, Jenny, I just always never understood like how you can just be so helpful because I want you to win as much as I wanna win, but like it gives me a totally different sense of satisfaction for you to win because I know that all of this time and energy, every time I hear success, like that's what makes us worth it.
I wholeheartedly believe if somebody pours into their business with the right strategy, with some basic design skills and principles in an aesthetic eye that you can do, you can do this. If you want more support, please reach out. Don't just sit there. I, I had a, a business coach ask me that I was interviewing to hire, and they were like, you know, I was like, okay, I'm gonna think about it.
And then they said like, okay, what are strategies that you're, when you leave, if you don't hire me, that are, you are, you can put in place that will help you get the result that I could help you get and with, you know, whatever their, their strategy or whatever. And I was just like. I didn't have an answer for that.
I didn't know what I was gonna do. And it's hard to sometimes because you don't know what, what that secret sauce is for you yet, or you don't know what you don't know. And even I had one of my mastermind girls that's gonna be quitting her job like. We even just went through her emails 'cause she was having, you know, a lull in her closing rate.
Do you even know what your closing rate is? That's another great question. Like if, if it's bad, like you need to look at that. And so she asked for my help to look at it and I was like, oh my God, these do not sound like you. And we tweaked them and she got such a better response and started closing deals again.
A outside person sometimes is the best medicine for someone's business because they can see you are so blinded by being in it that it's hard to really. Really kind of step back and have this 10,000 foot view, and especially when I have a view of a million different floral businesses, like I, I feel like I can key into and, and as a life and mindset coach, I can also see where maybe some of that is, is coming in to play.
Like where, how are we mentally. Screwing herself over because that's what I did for a long time. I mentally screwed myself by saying, you know, like, I'm creating flowers and it's fun and it's beautiful and it's art. Like, should I be really paid for that? And. Then I'd go on Instagram. I opted out of Instagram for so long because I just felt like this total imposter syndrome, and I was like, I'm not liking these other bitches, so I can't charge more because I'm not doing stuff like this florist.
And this florist. I'm not as cool as, and then like eventually. It was funny 'cause I was at, there's a, a local florist that is, um, has a flower friends party every year and it's super fun and, you know, she was talking about, you know, just like growing her business and you know how she just wasn't cool like a lot of the other florists.
And I looked at her, I was like, you are so fucking cool. How do you not know that? I was like, I barely know you and I know that. And she was just like, well, it's like kind of weird to say that. And I was like, I'm fucking cool. I am so cool. Like, I love myself, I love my business. I love what I do. I love what I create.
I love the life that I live. I'm fucking cool. I ride a motorcycle, you guys, and have mini donkeys, full sleeve tattoo, like how like I'm fucking cool. I'm a great mom. That's fucking cool. Like I'm a, I work so hard at being a good mom. Like so many moms should take an example, like like after being in Bloomington and coming to down here and just seeing even how momming is different.
And the standards of momming is different. Like it's just so different and like I know I'm like doing such a great, and she's like, I've never really looked at it this way. I was like, well, I barely know you and I think you're a badass person and look at all you've done. I was like, look at where we're standing right now.
And it's hard to again see that when you are standing in the quicksand. But if you step back and you're like, look at this really cool shop that I, I mean, even when people come here, they're like, look at this. Like look at this. Like look at the all this. I have cats running around, like greening people.
And you come in and there's many donkeys in the background and you walk in and my whole shop fills the whole bottom of this building and this building is so cool. But even when I was in Bloomington, like it was such a cool setup and I poured my heart into it. Everything is like just a refre reflection of, of your love for this and like it's really apparent with me in my business, like how much I love this, and I know that you probably love this just as much as I do, and if you don't, it's going to be probably a very short-lived job.
This job is about passion. It's about. Like just this deep desire to just create beautiful things and it's really hard to articulate what that exact same thing that like little secret, little saucy thing is about like being passionate about creating cool shit. When I started to change and I started doing some design classes and I started like exposing myself to like, it just shifted for me that I'm like, I could just create and like make so many cool things that would not only inspire others, but inspire myself.
And when I started to like start to look at weddings that way, my average wedding value went up. Because I was able to sell cool shit. I wasn't like, Hey, let's Walmart for weddings. You guys want baby's breath and mason jars? I could totally do that. No, I can't anymore. Actually, I do way cooler shit. Like if you want some fun pin frogs and some really cool containers with like a beautiful aesthetic of these like custom colored taper candles and these cool holders like that, I can do, but.
I am, I'm too much of an artist to wanna keep doing lame and making no money. And you might be at the point right now that like just anything is better than nothing. But when you grow someday, you'll be like, I wanna make cool shit and make more money doing it, and I can hope you get there. So thank you so much for listening.
Flower Friends, I've just like been so en engrossed in. Having somebody tell me to, like it was today actually, that maybe Floris weren't like the most ideal client for me to help because I am so passionate about people making more money and like to feel like it was hopeless. I was like, fuck no, it isn't like, absolutely not.
I know that you, 'cause they asked like a really do florist make money? And I was like, some of them do. I, I know that because I see the Audi come and rolling in the Audi a a seven rolling into our wholesaler. And, you know, I, I've coached the florists that are, have a quarter, quarter of a million, three quarters of a million dollar business.
And just wanna bring it to the next level. Like there's so much potential and I know it feels hard, but I am rooting for you flower friend. Thank you so much for listening, flower Friend, and you have an amazing flower filled day.