How to Find Hidden Floral Design Income in Your Market

Jacelyn Bolton

2019 Team Flower Conference

Have you ever considered the hidden potential for floral design income that is in your community? While there are many occasions where individuals are seeking out your flowers on their own (weddings, the loss of a loved one, or events), there are also other potential clients out there who aren't necessarily searching for floristry. Let's talk about the best practices for approaching business clients and tips for a comfortable sales conversation.

First of all, where are these potential customers hiding? Everywhere! The trick is getting creative for them and showing them how fresh flowers would not just fit into their lives, but be a lifestyle or business upgrade! One great idea is the possibility of arrangements for front desks or reception areas. Alternatively, many businesses, both large and small, hold team-building conferences and retreats. You could use those as opportunities to advertise small arrangements as interoffice gifts and rewards. Also, regular deliveries to restaurants and boutiques have been a profitable niche for my business.

Relax

So you have a brilliant idea for an unreached niche in your area, now what? How do you approach an individual or company? Step one: relax. Sales can be incredibly difficult. Often the people that have the creative eye for floristry or the perseverance for growing aren't the marketing type. If there is someone else on your team (or who should be on your team) with a friendly demeanor and an outgoing personality, by all means, send them to do their thing! The rest of us are going to take a deep breath and proceed.

It's Not You; It's Them

I have to tell you something that may be difficult to hear. Are you ready?

Not everyone is going to want to purchase arrangements from you. And that's okay. It's not you; it's them—in the very best way, of course. Maybe it's not in their budget. Or they may know their customer base wouldn't appreciate fresh flowers. No matter the case, going in knowing that a "no" is not a personal rejection can clear the air. This is super important! If you can smile, shake your contact's hand, and relieve any tension they might have felt for giving you a negative answer, you have just made contact with a potential client for the future. We'll get back to this later.

Look the Part

It may go without saying, but when you meet with a prospective client, look the part. Dress nice. If you're a flower farmer like me, wash the dirt off of your feet before you slide into those open-toed shoes. Walk in with a positive attitude (see above), come prepared (see below), and most importantly, wear a smile. It's quite helpful to have some foreknowledge of the company structure, especially who to speak with. I read once that a referral makes it five times more likely that your conversation will end in a sale. But if you don't have a name, you can always ask for a manager, supervisor, prior owner, or whichever seems most appropriate to you. If you're really slick, you can eye business cards or chat up a receptionist and find out who you need to talk to. Conversationally, I am not slick. (My husband jokes that I can be so awkward I need to wear a t-shirt with a warning. If I can do this, you can too!) So I like to start by explaining who I am to eliminate any suspicions and ask to talk to an owner or supervisor.

Jacelyn Bolton

2019 Team Flower Conference

Be Prepared

The front desk may be as far as you get today, which is why it would serve you well to bring flowers, a card, and possibly a small flyer or brochure explaining your service. Bringing an arrangement serves many purposes at first contact. They serve as an example of what you're offering, but flowers also have a way of changing the reaction of a secretary or hostess from "Who is this person and what do they want?" to "Ooh! Flowers!" Conversations tend to start positively when a person asks where you got such lovely flowers and who they're for. If the influencer you need to win over is unavailable, sending flowers to their desk is a sure-fire way to get your card where it needs to go.

If you can see the person you are looking for, bonus! Smile, make eye contact, and briefly explain who you are and what you're doing there. Explain why you think they could use your floristry at their place of business. For example, you could say, "I wondered if you might be interested in an occasional arrangement to add a polished touch to your conference room and waiting area." If they seem interested, you have earned the right to use more words to explain your services. If they start to get the "how do I get out of this?" look on their face, this is the time to relieve that tension. Hand them your business information and leave the flowers as a gift. Ask them to take a look at your website or call if they have any questions, and be sure to shake their hand and thank them for their time.

If you successfully leave them with a warm fuzzy feeling even when they were not planning on purchasing flowers from you, you have still had a successful first contact. The fact is, you've planted the idea (pun unintended) that their place of business could use fresh flowers. And if the need ever surfaces, possibly even in their personal life, there is a high chance you'll be the person they call.

Know Your Stuff

You also need to be prepared to answer any questions you might receive on the spot. Price points, delivery options, and any other details specific to the situation should all be either in your head, on paper, or both. Instead of fumbling over an answer you don't know (or making something up), confidently admit that you don't have that information with you, but you'll send them an e-mail (or whatever method of contact is most convenient).

Jacelyn Bolton

2019 Team Flower Conference

Update Your Website

Lastly, your website should be up and running. Most people today like to eye things up from afar first. In today's shopping experience, we can see six different photos, watch a YouTube video, and read 100 reviews before we buy. And even then, we can often return something within the first thirty days. If you're serious about marketing to businesses, you may want to add a specific section of your website with an easy to find tab or specific URL where you have a gallery of arrangements designed for a professional setting. Consider whether you would like to add pricing or encourage a consultation from this platform.

Corporations, restaurants, boutiques, and small businesses are not the niche for every florist. However, it’s a very lucrative opportunity if it is for you. If you have the skills, infrastructure, and delivery services to meet the demand, give it a try!

For specific questions regarding different businesses and their needs, I would encourage you to join Team Flower and start a discussion with the Team Flower Community. It may take a village to raise a child, but it takes an entire international community to keep a florist going through the busy season!