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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. I had a really big month. Like the month of August was absolutely huge, and it caused me to reflect, like, how did I get there? How did I get to like... I mean, it was very close to $100,000 a month. Like, how did that happen? And I really thought about, like, I never waited to be ready to do something.
I always dove in. But in coaching, I often see people always waiting. They're always putting these like if and when statements around doing big things in their life. So stop waiting to feel ready because there is a really good chance that feeling will never come. You will be scared. You will be, you know, maybe have like that feeling in your chest like, "God, this is terrifying."
But if you do that thing scared and you survive it, you learn something, and suddenly you are a little more ready for that next big thing. Readiness is like often disguised as fear. "I'm not ready yet," can sound really responsible, really reasonable, but sometimes it really means like, "I'm afraid I'll fail.
I'm afraid someone will judge me. I'm afraid I'm not good enough. I'm afraid I'll charge too much and like get rejected. I'm afraid nobody will buy, or nobody thinks I'm talented. Nobody thinks... I'm afraid I'll look stupid." Like whatever it is, that is different from genuinely needing more preparation. So, "I am not ready" is just fear wearing a responsible outfit.
S- y- uh, really, like, when this happens, it also, that's when a lot of if and when statements come in. You're waiting for some big thing, and you're waiting for this thing to be true before I can move forward. If this happens or when this happens, I'll be able to do this. A lot of people do that around, like, when children are going to be older, or when they make a certain amount of money they'll be able to do something, or when, like, all of these fucking stars align, then I'll be able to do this big thing.
And that is just really procrastination in a different fashion, whatever you wanna call it. Like, we're just relabeling again, um, you know, just being scared and then going and procrastinating because of that fear So what do we do about that? Like, wh- what do we do if we say, "I can't raise my prices yet"?
Why? What do you need to do to do that? Do you need to update your pricing guide? Do you need another six months to think about it? Probably not. We sometimes just need to say, "Okay, is this thing..." Because realistically, updating your pricing guide is a very, very minimal input that probably doesn't take very long.
But you thinking about it and thinking, "Oh my God, I can't. I'm gonna have to update my pricing guide. I'm not gonna change my prices because I have to update my pricing guide, and that's just gonna take forever," and then you procrastinate. And then when you actually decide to do it, it's like this really easy thing, and you're like, "Crap, that wasn't that bad."
But it t- stood in your way of raising your prices because you were making this whole story that updating your pricing guide was gonna just be terrible, and that's usually not the case. So stop procrastinating, start taking action, and big things come with that. Because confidence comes from reps. If you guys have listened to the podcast for a while, I am an extremely confident person.
It's because I don't write a check I can't cash. When I say something or I'm going to do something, I do it. I keep the promises, and you've heard me say this exact things. I keep promises to myself. That is one of the biggest reasons why I am ha- I have had the success that I have had in my life, that I have...
I am sitting here, and I am recording this podcast episode, and I am on my dream farm. I just had my dream floral retreat here. Like, all of these things is because I keep the promises to myself. And once you start doing that, you become more confident. You did not become confident doing a consultation before doing consultations.
You did not become confident with installations before doing installations. You did not become confident speaking before you practiced speaking You need repetition. Then another, then another. Eventually, your nervous system goes, "Huh, this isn't so bad. I know how to do this. We got this." Confidence is just evidence you have collected about yourself.
So I often, when I'm coaching, uh, someone, you know, they're running into a sticky situation, and I can tell them exactly what, uh, they should say. Like, how I feel like this is going to land in the best case scenario. And I almost... I call it loading someone's lip. I'm loading your lip because then you're hearing it, you're hearing me say it, and then that's giving you the confidence because you're practicing what you need to say.
You're rehearsing what you need to say. And so that helps you go into that situation more confident. If it's a tricky situation, especially, you know, having somebody, like, load your lip, even if that's ChatGPT, if that's me as your coach, whatever, that is going to help you feel more confident going into that situation because now you are not just coming in and stumbling and fumbling because you're just going in, like, hot without really anything to back it up.
Practice is scary sometimes, but it is critical in building skills. Then that repetition of building those skills is going to help you just become more and more confident over time. I mean, there's a reason why, like, my consultations, like, I pretty much do the consultation the same way every time because I know that I have tweaked my process, and I know that it works When you start to have that type of repetition in your life, then you can start to see, okay, this didn't land, or I need to tweak this, or this goes really well.
And then you can just start to have this confidence that, like, you have this process down, and so put anybody in front of you and it's gonna go well. And then also remember, your first version of anything can suck. It is completely okay to fail, to not have something be perfect. Your first reel can be completely awkward.
Your first style shoot might not look like Vogue. Your first consultation might feel super clunky. Your first proposal might need improvement. Your first em- you know, freelancer might be uncomfortable. Like, literally, who cares? You are collecting information. Your first attempt is not supposed to look like someone else's hundredth attempt or hundredth execution You need to stop requiring certainty that this is absolutely going to work.
This is worth trying. You just, you need enough information to say, "This is like, I'm gonna try." Like, this is where the CEO really comes into place because CEOs make decisions without perfect information constantly. You do not need certainty. You need the next move. And then go into it with the 70% rule.
When you're roughly, like, 70% ready, move. The other 30% often will follow from doing that.
If you know enough to make reasonably smart decisions and the conse- consequences are recoverable, stop researching the shit out of it and go do it. Think, "What is the smallest brave action?" Instead of, like, saying, "I'm launching my entire new thing," try, "Hey, I am going to post that I'm offering it. I'm just gonna make a post.
I'm not gonna do this whole thing." Instead of becoming connected to every single wedding and planner, what if you just said like, "I'm gonna email one"? Instead of completely rebranding your company, what if you just updated what your Instagram said? Instead of raising every single price, what if the quote for the n- next inquiry had the new price?
This makes everything less intimidating and less overwhelming. Instead of waiting for, "I need a better portfolio before I can approach planners," put together your best 10 images and reach out to a planner Instead of, "I need to be more experienced before raising my prices," raise your next proposal, like, 10%.
Instead of, "I want to be doing more installations, but I'm not ready," create one controlled portfolio opportunity. Instead of, "I'm nervous about taking on Instagram," like, post one little 30-second talking head story. That's it, just one. Instead of saying, "I wanna network, but I don't know anyone," invite... Make one friend and invite them to coffee.
Invite one vendor friend. Super easy. You need to decide, do, and then discover what's working and what's not. Decide what you're actually trying to do. Do by taking the smallest meaningful action, and discover what happens, determine the next step. You do not need to know everything before starting, but sometimes sm- the smallest action gives you the answer Ready or not is not a prerequisite for taking action.
If you, if you may never wake up one morning and suddenly feel completely ready, so stop making readiness a requirement. Be scared, be imperfect, be 70% there, and take the next fucking step anyway. You deserve success, flower friend, and I am rooting for you. Thank you so much for listening, and you have an amazing flower-filled day.