Master Your Pricing: Pricing On The Spot

Today we’re bringing you the first of a four part series and we’re thrilled to introduce you to Alison Ellis, owner of Floral Artistry and Real Flower Business! Alison will be joining is for the next 4 Wednesdays to share some of her tips on pricing for floral designers. Please feel free to leave your questions for Alison in the comments at the end of today’s post. Welcome, Alison…

Orchard Cove Photography

Alison:

I teach florists how to price their work and consistently turn a profit in their business, but some of the most common pricing struggles floral designers face often revolve around communication before booking an event.

It’s critical to understand how money flows into your business and it’s equally important that you feel confident when presenting prices to clients. When you don’t feel confident in your pricing, you can end up feeling insecure every time you give a quote because there’s a part of you that’s not sure if you’re worthy of charging this much!

It’s hard to run a business with an insecure mindset. (It’s even more difficult to try to grow your business from a place of uncertainty.)

How do you communicate price and value to clients before booking an event?

In the upcoming weeks I’ll be covering 4 aspects of pricing where designers often struggle and I’m going to share how you can actually improve and correct these issues.

Correcting pricing “mistakes” may take practice, but you’ll be able to implement some of these tips immediately.

The first mistake florists often make is quoting on the spot.

Quoting on the spot can happen without warning sometimes. A customer asks, “How much for….” and a knee-jerk reaction leads you to promptly reply with a “best guess” in order to satisfy the request.

Quoting on the spot can happen on a site visit with a client who’s already booked, or it can happen in an initial consultation before you’ve booked a gig, but it’s important to have a plan for how you’ll handle “on the spot” pricing requests smoothly.

We don’t want to seem like we’re holding back information, but it’s completely acceptable to refuse to “ballpark” something and instead, choose to run the actual numbers.

In practice, pricing on the spot can be dangerous to your bottom line. What if you price on the spot and you’re wrong? What if you forget how this new addition will impact the overall delivery & set-up charge because you need a bigger vehicle or an additional employee?

It’s not always easy to go back to a customer with a price that’s actually higher than you’d estimated “on the spot”. If you don’t price on the spot, you’ll avoid this issue altogether.

Conversely, what if you quote too high, thus losing the sale “on the spot”, when you could have come up with a more accurate (and therefore acceptable) number if you’d allowed yourself the time?

What should you do when someone asks you to quote on the spot?

Here’s how I handle requests to “price on the spot”….it’s simple, straight forward and totally painless….it’s as easy as saying, “I’ll get a price for you on that.”

Now, the customer may say, “OK, but what’s your best guesstimate? Can you give me a ballpark? Are we looking at $100 or $1,000?”, and again, the reply is the same, “I will have to sit down with my calculator and run some real numbers to work out a price for you; I’ll have that for you this week.”


Pro tip: If knowing the price “right now” is more important to a client than getting an accurate quote, they may be too price driven. I don’t price on a hunch. I deal in real numbers.


Bonus: Here’s how I might present a price to a client after they’ve requested an addition:

Dear Mary,

I have updated your initial quote based on the changes we made in our meeting on Thursday.

If you’d like to add the (fill in the blank…aisle flowers, arbor, cocktail pieces) that comes to $500 which brings the grand total to $4,282 including the sales tax.

If there’s anything else you’d like to add please let me know. We can make additional changes as needed until 4 weeks before your wedding. Final payment is due by August 12th.

Please let me know if any questions.

Best regards,

Alison

Join the conversation! How do you handle pricing on the spot?

 Coming up in the series…

• Set a minimum.

• Stay in the driver’s seat.

• Give yourself a raise.

Anemone

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Mayesh Design Star Workshop | Miami

We’re excited to introduce you to the Mayesh Design Star Workshop Series today. In its second year, the workshop series has just a few stops left in 2018 and you may want to catch one before the end of the tour!  Here’s a peek inside the first 2018 MDS Workshop stop in Miami…

The second year of Mayesh’s Workshop Series is hosted by the 2018 Mayesh Design Star, Kaylee Young, of Flourish by Kay. She entered the Design Star contest because she saw it as an opportunity to not only grow as a designer, but also to inspire others to discover their own style and give them the confidence to stay true to themselves and stand out in a constantly evolving industry. Kaylee’s passion for education is motivated by her own floral design journey; after working in shops and learning traditional mechanics and techniques, she fused her professional training with her own style and techniques to come up with Flourish’s unique design philosophy.

Kaylee believes the key to making a great design is made up of 50% flower curation, and 50% creating the design with good technique. She approaches every design with intention and thoughtfully curates each flower order to reflect that, thus, the name of the workshop series is “Curate & Create.”

The first workshop was held this past January in a beautiful photography studio in the heart of Miami’s vibrant Wynwood District. The workshop took place over two days, kicking off with an evening networking event. The students enjoyed delicious appetizers from local husband & wife catering company, Food Guy Catering, and sipped on wine as they watched presentations from two of the workshop’s sponsors, Alexandra Farms and Hosa.

Kaylee then led them in the first workshop activity, mood boarding. In an effort to help each student define their own design style, she challenged each of them to create a mood board with a canvas panel board and cutout photos that inspired them. After mood boards were completed, attendees were given time to look at each other’s boards, and write down descriptive words that came to mind. Students then returned to their seats to find their own list of descriptive words which they used as a guide to define their personal brands, and as a foundation for their design work. This activity was a lovely way to break the ice and brought camaraderie to a very diverse group of florists.

The second day of the workshop focused on design. Kaylee walked the students through her ordering process and how she carefully designs each flower order to reflect her vision for an event. While Kaylee led the class in a centerpiece demonstration, the students took some time to wander through the carefully curated “gallery of florals,” selecting a few flowers to serve as their inspiration. When it was time to make their own centerpieces, they picked from a gorgeous selection of product hand-selected by Kaylee in a color palette ranging from light pink and peach and transitioning to deep purple and burgundy. From fluffy Japanese ranunculus to delicate sweet peas, and cheerful daffodils to trailing spirea, there was something for everyone.

Following the centerpieces, Kaylee and her design assistant, Jamie Heusser, led the students in a group installation, teaching them how to create a chuppah & aisleway installation using a variety of foliages and garden roses.

The workshop was photographed by fine art photographer Nicole Clarey, and videographer Logan Martin of Talewind Visuals captured the workshop on film.

To join Kaylee & Mayesh at one of their final three workshops in Seattle, Santa Barbara or Salt Lake City, click here for more information!

 

Blog Post Sponsored by Mayesh Wholesale

Workshop Credits:

Hosted by Mayesh Wholesale
Taught by Kaylee Young of Flourish by Kay
Photography: Nicole Clarey Photography
Videography: Talewind Visuals
Venue: 255 Miami Studio
Rentals: Elements & Accents, Lavish Event Rentals
Catering: Food Guy Catering

Workshop Product Sponsors: