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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. Have you ever looked at like this successful florist and been like, "What are they doing different?" I wanna break down to you like what successful florists do differently because in my mastermind, in the years that I've been around like freelancers and just other business owners, uh, I have seen so much, but there are patterns, and patterns can be copied, or patterns can be, you know, something that you can just try to take a little bit of this and a little bit of that and start sprinkling those things into your life.
One thing that I think is crazy different is they take action before they have all the answers. You guys, like before I knew how to hang something from somewhere or how to do some crazy shit, like I didn't 100% know how to do it. I had a good idea or good clue. I mean, now I, I can just like in my brain go look at a picture, and it just comes together.
But you had to take that bold, brave action before because, eh, without that, you still would've been stuck back there. So don't spend a year saying, "I should reach out to planners." Just send an email. Don't wait until your website is absolutely perfect. Launch that bitch. Launch it. They, uh, they do not necessarily feel more confident with when those things are done.
Like the simple... There are simple, w- willing ways to move while you are comfortable because, I mean, hopefully, hopefully we're always a little uncomfortable. I feel like that's like a staple in success. You always feel like the battery is just getting tweaked up just a little bit, like the, you know, the volume is just getting tweaked up, and that's normal.
But like how you handle that is just so telling. Successful people are always not less scared. They're just less time negotiating with their fear. So you got this, both people equally like, "Oh my God, I'm so scared of this shit, " this blah. But the one person's just like, "Yep, it is what it is. Let's move forward."
That is a huge difference. All right. Then another big difference. Successful people actually know their numbers. Successful florists do not just know like the basics. They know I had a $20,000 month. They know what did the flowers cost? What did the labor cost? What did I actually net make? What was my average booking?
What-- how many inquiries did I get? How many booked? Where did they come from? What is profitable? What isn't? Because revenue alone can lie to you. Revenue can make you feel successful and can look sexy, but profit tells you whether you actually are. And successful florists don't avoid their numbers because they're uncomfortable.
They use their numbers to make decisions All right, number three, they are consistent even when nobody is clapping Like that is, I mean, that's with everything. You know how many times you have to work out before your butt gets just a teeny tiny bit firmer? Or you lose a couple pounds? Like, all of these things take work When you are looking for clapping, and it's at a point where it's just, like, not gonna happen, it makes it so much trickier.
So posting when the reel gets three hundred views, that's amazing. Posting up when nobody responds. Networking when you don't immediately receive a referral. Recording, like, this podcast every week. There are podcasts I was like, "Oh my God, I just hope somebody listens." I have had over a hundred pe- thousand people listen.
I know. Like, but that just took me showing up, sending the email, improving the process. Because most businesses are not built through one viral moment. They are built through hundreds of relatively boring repe- repetition. So successful businesses are usually built by people willing to be boringly consistent.
I am boringly consistent about my two podcast episodes a week. I am boringly consistent about so many facets of my life, and honestly, you should too. Boring is great, babe. Like, unbelievable, because I know these are just, like, my expectations and what I need to do and how to make that easy on me. I got strategies around making my-- getting my podcast episodes done, all the things.
All right, the next thing is they follow up. I've had people, they're like, "You know, I sent this proposal over, and then I never heard back from them." And I'm like, "Did you follow up? How many times did you follow up? Were you being fucking annoying?" Because you kinda have to be. People are busy. People have shiny stuff in their face.
Competition is in their face. You need to stand out. How are you going to stand out? Successful florists do not assume that they haven't responded, and they don't like them. Um, they follow up. Proposal, follow up. Planner relationship, follow up. Venue connection, follow up. Stay connected. Be strong. A shocking amount of success comes from simply being the person who follows up They build relationships before they need something.
Like I have tons of relationships with different types of wedding industry people who are based on just like, hey, I... If they needed something, I would help them, and I hope it would be vice versa. So they're building relationships before they need something. This one is huge in floral because Successful florists don't suddenly email a planner, "Hey, send me a wedding."
They know people. They show up. They connect. They have coffee. They help. They collaborate. They make beautifully with the a la carte program you just did, where one in small deliv- delivery turned into a new venue relationship, and then, you know, you started working with a new photographer. Your next $20,000 wedding might not come from Instagram.
It might come from somebody who comes n- and knows your name Relationships compound just like the money does, and you deserve a, to have those types of relationships that come up with that kind of, like, energy and that kind of result. All right. They also do not try to serve everybody. S- a successful florist gets increasingly comfortable saying, "That is not my client.
That budget does not work for me. That service isn't something I offer. I don't want to do that. The wedding doesn't fit my capacity." This is where boundaries and positioning start to matter, and they should matter to you. So successful florists aren't just good at saying yes. They are really fucking good at knowing what deserves a no.
They sell. This would be, you know, something that I wish every florist would become better at, but successful florists understand being talented is not enough. They ask for the sale. They ask for, or they talk about, you know, their, all their different offerings. They recommend things. They follow up. They explain.
They show value. They prove value. They make it super easy to buy, and they don't post a bouquet and hope money just happens. You can be the most talented florist in the market, and if you still have a broke business, if somebody knows how to buy from you, like, that's the key. You can be so talented, but if they don't know what you sell, how you sell it, how it all works, you're not gonna sell anything.
You need to be so crystal clear. Successful florists are willing to be salespeople. Successful florists also protect profitability, not just the booking. They distinguish an actual business owner from someone who is chasing revenue. They do not think like, "This would look amazing in my portfolio, so I'm barely going to charge for it."
That never pans out. It never, it just never does. They monitor labor. They monitor product. They monitor delivery. They monitor tear down. They monitor logistics. They don't get seduced by the revenue number
Successful florists don't, they don't need every wedding. They need the right wedding at the right pla- price and place. They can create systems before they separately or desperately need them. So for most, maybe early on, you can wing everything, because being new is also a really fun place to be in a business, 'cause you can say, "I'm new, I'm learning."
But eventually, you need to have inquiry systems, proposal templates, recipes, freelancer processes, production schedules, lead lists, tear down processes, follow-up sequences, lead tracking, SOPs, and so much more. If the entire business lives in your head, you don't have a business yet. You have something that could turn into a business, but needs some work.
And then 10, um, it really is they reflect instead of just create. You need to reflect back on what has happened to really truly guide your future forward. So this one is so underrated. After a wedding, what worked? What took too long? Um, what did you overbuy? What did you underprice? Just all the things. You deserve to dig in, because you deserve to make money.
I hope these tips were helpful, and I appreciate you listening, flower friend. Thank you so much for listening, and you have an amazing flower-filled day.