Embrace Pricing, Profit, Boundaries, and the Sales Process
“It takes more than a talent for floral design to run a successful flower business.” Alison Ellis
Adventuring into the flower industry is not for the faint of heart. In my experience over the years, when someone asks what I do, and I proceed with “I’m in the flower business”, the response is always greeted with an assumption of ‘it’s a job surrounding yourself with beautiful flowers and working long hours during the holidays. Well, again in my experience, I have never met someone in the floral industry that meets this assumption.
The floral industry in all its beauty and wonder thrives under the continuous efforts of determined, enthusiastic visionaries engaging in the day-to-day grind of ordering and processing flowers, administration duties, meetings, the pressures of growing and maintaining profitability. It is a magnificent industry not stifled by concrete walls and endless hours confined to a desk, but it is still business.
This episode is meant to answer a reoccurring theme of questions I receive on a regular basis. I have invited a previous guest and friend of The Flower Podcast to give her insights to these issues, and I encourage you to visit her website for more information that may be helpful in your business.
Alison Ellis
Real Flower Business, Flower Math, and Floral Artistry
Alison Ellis is the founder of realflowerbusiness.com, creator of Flower Math, and author of Falling Into Flowers, A step-by-step guide to today’s modern wedding business. She’s a floral designer and educator who teaches florists around the world how to increase their income and find more freedom in their small business with honest, actionable strategies and step-by-step courses.
Alison graduated from the University of Vermont in 2000 with a Bachelor of Science in Plant and Soil Science and a minor in Small Business. She trained in flower shops for 9 years, worked on an organic flower farm, and has been running a home-studio floral business for almost 20 years. Alison understands the challenges that floralpreneurs can face when growing a business on your own!
Since 2015, over 8,000 florists around the world have enrolled in Alison’s online business courses, private & group coaching, and free resources for florists.
Highlights from my conversation with Alison Ellis
2 reason why we start to dislike customers is because of boundaries and profitable pricing, yet these are the 2 reasons when done correctly are what keep us happy.
When we do a good job it simply feels like good customer service.
Minimums are a healthy important boundary.
An easy first boundary is to block days on your calendar ahead of time. Be sure to block not only vacation days or important events but prioritize a few YOU days to refresh yourself.
Set the precedence of communicating through email and not texts.
Lists help get things out of your head and gives us direction for the following day.
Alison has encountered a lot of colleagues frustrated by ‘Educating their clients” We shouldn’t act like our clients are uneducated but as engaging the sales process with our client.
It’s ok to do small inexpensive weddings. Demographics and your location do play an important part. Your area may not be flourishing with new business or a thriving economy but that doesn’t mean you can’t be profitable.
Establish yourself and build your way, but if you are not over the hump after some time, likely it is because there hasn't been intention on your messaging. Go back to your business plan. You might benefit from some introspection of your goals.
We have to look at our weaknesses. If you are complaining there is probably something you could be doing better.
Leaders always have something to learn if they are willing to learn.
You must be in tune with what is happening in the market and the world.
When you know there are clients out there and they are not coming to you that’s when you know it just may be you.
Alison sets her minimum based upon what the client wants.
A questionnaire gives insights to the clients needs and serves as a ‘get-to-know you’ helping you create a wonderful experience for them.
At the end of the day, what we really want to do is to get serious about our business.
Embrace pricing as the sale process. This attitude is extremely helpful to allow ourselves to enjoy it and not dread it.
Have grace for your client, yourself and create a wonderful experience for you both.
Sources From Alison
This 35 page book is part memoir, part how-to and 100% honest regarding my 25 years in the industry and 17 years as a small business owner. I share some of the MOST VALUABLE LESSONS I’VE LEARNED.
Online Business Courses For Florists
As a floral designer, you’re in charge of so much more than “just flowers”. Because to run a successful business, you also need to master Pricing for Profit, Closing Sales and Marketing so that you maximize profits and book great clients consistently! Alison
Many thanks to Alison for another great episode of The Flower Podcast. I appreciate your questions and hope you found answers and encouragement today. Please feel free to DM @theflowerpodcast or contact me through email at scott@theflowerpodcast.com.