The Floral CEO

  Flower friends I wanna talk about, because I saw something that actually reminded me of me a million days ago in this Floris. It was like, it's a Minnesota brides group, so tip, hot tip. If you are not in a Facebook group for your state, that is a place for. Brides to go and talk about like different wedding thing, related things, look for vendors, things like that.

Definitely go join that. But in this, somebody was saying that they were looking for a florist. And so that's part of, that's one of the reasons why I'm in there. I go in and I talk about you know, I go and look for people talking about florist or needing florist. And in there, um, one of the florists that was responding basically said, hi, I'm super interested in your wedding and I am so affordable.

I want you to listen to these words. You guys, I'm so affordable and budget friendly, and I would love to connect because I charge you wholesale. Pricing and you just pay my labor. This girl is going to be cracked in half and I hope it is. She's in Minnesota here, so I hope she hears this. This is not going to be a sustainable way for you to make money, for you to have any feelings of like impact financially.

You are going to feel so defeated 'cause for one. What happens when you tell somebody what the wholesale price is and the fucking market changes that is going to bite you in the ass inevitably. And you did not just create a business, you created a job because you were paying, you were making an hourly wage.

And so I wanna talk about how we can start attracting higher end clients. I also, I talked with one of my previous mastermind girls that had been in there for like a year, and we were going through and talking about you know, just like the shift in inquiries. And she was just like, I've noticed there's a lot of lower budget inquiries and I've had a lot of people say that.

But just because somebody does have potentially a lower budget doesn't mean that we, that inevitably would mean that we could be any less fucking cool. So I wanna talk about like really that shift where we're an elevated florist that does higher end budgets. Just because or higher in work inevitably.

And even if somebody does have, let's just say like a $4,500 budget and you're just like, Ugh, that doesn't mean that we are sacrificing the work that we do and we put out there. So the first energy shift that I would really love for you to think is that I don't need every client. I went through this whole thing where I was like I'm just like, my worth was tied to volume, which was so silly when I think about it.

But if your worth is tied to volume, that is inevitably going to bite you in the ass because you can't do everything and that is not sustainable. So if. You think that volume, which this person who had put that in the Facebook group, obviously feels like volume is because there's no way that in the long run getting 30, 40, $50 an hour, you are going to be able to make a sustainable business enough to support yourself.

That's just, it's not going to happen. So you need to figure out a way that you can do this, that you. Have some sustainability to that piece. So when you're thinking about this energy shift, we need high-end clients can smell desperation. You need to talk about if you're like urgency, urgency that lowers your perceived value in saying something like, please book me.

Does not sound like you know you are coming from a position. It's coming from a position of scarcity, not abundance. Instead of saying like, Hey, I think we are a great fit. Doesn't that sound so much better than please book me. This is also where like the power of minimums come in. If you are someone with no minimum, that looks like you are very available.

I have very distinct services that I am available to do your shitty wedding in my guidelines. And honestly, it doesn't have to be a shitty wedding because a la carte is something for me to fun, have fun with creatively because I am just figuring out like amazing bloom choices in that color palette. So if you don't have a minimum.

Really consider that because that's part of your perceived value of your worth. If, and I, I know florist that like they have a $20,000 minimum, they have a $10,000 minimum. That minimum shows like that. You have a perceived value of self to get outta bed and go do something. And I talk about this in a lot of different ways on like a perceived hourly value that you need to make sure that you're backing into as the CEO in your business.

When you're offloading tasks and do all these things, there's, there's a value perception that needs to be tied with you showing up in your business and how much you are worth. Then acting like you have options because you should. Premium clients are not looking for the cheapest forest in the bunch.

They're looking for the calmest one. Are you showing up in with nervous energy with like, oh geez, I'll see what I can do, kind of energy. Because if you are, that is going to give like I'm cheap vibes. You wanna show up with the energy of that you are in demand, that you are selective, that you have worth and minimums and values perceived with your business.

Not just like, I'm gonna take anybody that shows up at my digital door. Because when you take anybody that shows up at your digital door, that energy goes into your business. So. I really want you to think about when we go into talking about minimums, I think sometimes it feels so fucking scary 'cause you're just like, I am going to lose so much business if I have this minimum and I am like stair step my minimum over time.

But I have seen florist all of a sudden like double their minimum. And sometimes you have to do those things like in a show up, afraid, not afraid, because you know that this is going to inevitably help you, but minimum protect your time. They protect your energy and. A $5,000 minimum versus $8,000 shift filters things instantly on who you are Tracking that psychology of pricing is anchoring you as an expert and helping you position people that you don't need everybody.

So look at your minimum and what does it say about you? What does it say about your business? What does it say about your. Worth. What does it say about your availability? What does it say about your perception of yourself? And is that how you wanna be positioned? Because if it isn't, it's changeable. All right?

I want you to now think about upgrading your language. Higher end budgets require upgraded communications. Examples of, like when you say centerpieces. What if you start saying tablescapes, instead of saying delivery fee, you started saying logistics and installation, language signals, positioning. You can talk about like that in your email tone, your professional design, how to sound decisive instead of flexible.

All right. The next thing I wanna talk about is stop walmarting the shit outta your weddings. No more how to save money and I am affordable. If you are using the word affordable, you are shooting yourself in your pocketbook in the foot. Stop. Stop. Also show abundance. Scale design, confidence, sell transformation, and not stems like I used to in my estimates.

Say, I'm gonna use this stem, this stem, this stem, this stem. It. For one, it was, I was riddled with fucking anxiety about making sure I was getting those flowers. And two, like I felt like I can't use one less stem, even though it doesn't look as good with this extra stem, like it was bananas. I don't know what I was thinking, but I got over it.

So I want you to also, like if you are using shit that looks cheap, your candles even, or whatever you are shooting yourself in the foot. You need to have things that look luxury, that look high-end, that speak to the designer, that you, and sometimes those things take an investment. I have I went off the deep end and, and just went and bought Highend, tapers and shit and absolutely loved it.

Like I, they're. I would say my most rented item is my rib votives. My next most rented items is my my taper candlesticks, and then my pillars are pro my third. And then my fourth is, um, my copper arch and then my wood arch. So like getting things that you know are going to elevate how your weddings show up is so important.

I also like to bring in another edge. I went and got like the optical glass or the ribbed because it is so beautiful and I love how it looks, and I know that really elevates my work, and it could elevate yours to make those little small changes. Then you need to really align with planners who work on this level.

I do not want bargain Betty. Day of coordinator, when I want to attract full service planner who really values design and works with people with budgets, I would love an a la carte wedding order from, bargain basement planner, but I want to attract those full service. Planners that really appreciate design can talk to their clients in a way to help, um, support that.

And on top of it, they just usually have money to spend, which is also very important. Planners are the gatekeepers of higher budgets. You need to be planner friendly. Being the easiest vendor to work with is so important because they don't want complicated. They are investing in relationships, and you need to invest in those relationships, not just marketing, because those relationships are free marketing.

All right? You need to look at your own money mindset as well. If you are trying to elevate, if you think something is too much, it is. If you would never in a millionaire spend that kind of money on something, then you're not gonna get a client that will, if you judge people who spend a lot, how are you gonna convince somebody to do the same thing with you?

If you secretly think luxury is excessive and expensive?

How are you going to do that yourself if you don't even believe? Do you believe flowers are worth $30,000? Do you believe flowers are worth $50,000? Do you believe flowers are worth $10,000? Like where does it get uncomfortable and how can you work through that? Because flowers have gotten more expensive.

And that perception sometimes stays stuck in your brain of what it used to be. How can we get that unstuck? Alright. Then you also need to have systems in your business that can scale. If you are looking at high-end weddings and doing things, you need to make sure you have the labor systems, the design mechanic knowledge, the installation confidence, and the calmness under pressure to make this happen.

Some florist sabotage growth because they don't trust themselves to actually execute an event. And in the floral CEO Mastermind for the month of March, we are talking about event logistics. And so if you are not feeling very confident in like, could I even pull off a 10,000 wedding, this is one thing that I do a lot of.

One-off sessions on somebody is booked a big wedding and they're going, shit, how am I gonna actually do this? Which I love that unapologetic confidence going into booking, something like that. And I can totally help you figure out all, if you don't know how to do a big event, I can help you do that.

But in the Mastermind next month, we are going to dig into how to actually plan, do all the things for a high end event because I literally, I literally think that, you know, I, I've done a ton of them that are 30, $40,000 events that are kind of crazy and I mean, I absolutely love but it takes a lot of.

Of really just like all these gears working together, together to make this work. And if you don't know how to do that and don't have like that confidence, like I can tell someone with unapologetic confidence that whatever it is, I will figure it out. And that totally sabotages most florists because they don't have that confidence to say, I can do this.

No. Like, let's go. Let's do this. Then I want you to really audit your social presence. Ask yourself, when somebody looks at my Instagram, what will they think? Do I look expensive? Do I look cheap? Do I look like, ask somebody. When they look at your Instagram, what three words that they would describe your Instagram is looking like.

Is your business, is your lighting dark or is there a lot of clutter in your photos? Are you showing that you can scale? Are you showing you higher end clients want you to feel confident, safe, elevated? Inspiring, and if you can pull that off, you're going to build authority as someone who can make their big dreams happen.

Higher budgets attract higher standards. Luxury clients do not want a bunch of discounts. They want you to be a confident badass in your business. You don't attract premium. By lowering your prices, you attract it by raising your presence and your persona as a business owner. If your pricing scares you a little bit, you probably are closer to where you need to be.

If your pricing like feels, ah, no big deal, you are probably undervaluing yourself. Your business will only rise to the level of what you believe you are worth. So what do you believe you are worth? Are you worth more? Are you wanting to elevate your business? Are you wanting to bring your business to the next level and just don't know how?

I have two things that could really help you. The business bouquets and branding workshop will definitely help you elevate your portfolio, will help you elevate your business because we're talking business and all things kind of like getting a brand that supports the business that you want. Or the floral CEO Mastermind is a container that is like no other out there in the market.

Because you have direct A access to me to ask any of your burning questions. You are in this group of empowered women that. I'm telling you guys, when you get into a community of people who are kick-ass business owners that are wanting to do bigger things, that energy is contagious. When we're talking about wins, we are talking about supporting our goals.

We all made vision boards. To help support the person that we want to be in 2026, we have impactful trainings. If you need help with a proposal, I am your girl to help support you be that business owner. That is the level that you wanna be. If you wanna be a hundred thousand dollars business owner, I'm gonna push you to be that.

If you want accountability, that accountability is in this group. So the workshop. It's a great opportunity if you wanna kickstart your brand and your business. The floral CEO Mastermind is a container that is going to help support you if you need that extra push or kick in the ass head to the show notes to get the links.

Otherwise, it's floral ceo.com/workshop. To check out the business bouquets and branding workshop or go check out floral ceo.com/mastermind. If you are ti finally tired of being the business owner that you currently are and feel like you are fucking stuck and wanna get unstuck, I wanna be that kick in the butt that is going to get you moving your finances, your confidence, and everything in between, in the right direction because you deserve to have a business and life you love.

Thank you so much for listening, flower friends, and you have an amazing flower filled day.