Planning a wedding is an emotional experience to say the least. Excitement, confusion, stress, bliss, and overwhelm all tie into one messy bundle of feelings that often leaves engaged couples at their wits’ end. These emotions become amplified when faced with a task that is as unfamiliar and complex as floral planning can be.

Most couples go into their engagement with little to no knowledge about flowers. They aren’t acquainted with the different types, colors, or styles that influence the final result on their wedding day. Their goal: They just want pretty flowers.

For couples who are otherwise successful in their life and their career, it’s natural for them to feel uncomfortable and frustrated when bombarded with questions about an area in which they’re not well-versed.

They’re used to excelling in their day-to-day life, but when faced with floral design, they can’t tell the difference between a garden rose and a ranunculus.

As a seasoned florist, it’s your responsibility to help manage a client’s emotions when it comes to selecting and designing the perfect blooms for their wedding day. Here are a few ways to enhance the client experience while fostering a working relationship that serves both parties.

Expect Sticker Shock Over Floral Prices

Remember, people don’t know flowers like you do. When your clients are planning their wedding and have expenses coming at them from every direction, they will likely have questions about the cost. Don’t be surprised, and don’t take offense!

Instead, use the sticker shock as a teaching moment. Educate your client about your pricing and explain factors like sourcing, shipping, labor, and storage (particularly for off-season blooms). When you can understand why someone is behaving a certain way and why someone is asking certain questions, you’ll take it less personally and look for ways to help rather than feeling insulted.

Cultivate an Intentional Relationship

A great way to combat negative emotions is to create positivity throughout the planning process! Be mindful about creating moments for connection with couples on the way to the aisle.

When you book a client and don’t connect until two or three months before the wedding, they only get a transactional relationship. Instead, find ways to build in touch-points that build excitement and joy, rather than letting them stew in confusion and overwhelm.

Take them to a flower farm, invite them to the next floral showcase, or take them out for lunch!

Practice Empathy

A lot can be said about knowing you’re not alone on a journey. Show up for your couples and provide them with the support they need along the way.

Cheer on their big wins and help them overcome the losses. If they’re struggling with family dynamics, give them advice and lots of love.

If they experience loss during the planning process, show them compassion. Don’t avoid the tough conversations; lean into the real talks about money, family, stress, and grief. Building a real human connection is the best way to show your couples how much you care.

There will never be weddings without emotions involved—they are just part of the package deal! But, couples hire great industry professionals (like you!) for more than just transactional help. They are also seeking guidance, support, and camaraderie as they embark on what is likely the wildest ride of their lives thus far. If you want to be a great helper for your clients, buckle up and get ready to go along with them!

Photography:

(1) Jessica Hunt Photography

(2) Erica Reade Photography