Trust and vision are the pillars upon which you build your wedding business. Brides also want to feel important. It’s a big day in their lives, and they deserve to be the center of attention! When you make this happen, you’ll have more brides booking with you.
Planning a wedding can be a global shopping excursion thanks to the Internet. Brides can compare prices, find ideas, and educate themselves about flowers and floral designs. Granted, all of this takes time, but most brides-to-be will tell you that planning their big event is worth every minute. That’s why they’re on Pinterest and Instagram, and that’s why they set up their own wedding websites. They want to gather information and advice and let people close to them share in their excitement.
The days of showing brides “the big book of wedding photos” and jotting down some notes about primary colors, what flowers to use, ceremony sites, and the number of guests expected are long gone! Today’s brides know more and expect more from their florist. They want to feel heard, understood, and important.
For every bride, the wedding is their day to be a star. This means you want to shine in consultations and be prepared to demonstrate to the bride that you’re not only on the same page with her, but you’re busy writing the next scene!
Brides use technology to help them plan and visualize their weddings and receptions. You should use technology and communicate on the platform that each bride prefers. Service is still paramount to please this crowd, so use technology to accommodate them. It should never be the other way around. Don't expect the bride to call you if she prefers emails or text. Remember that she wants to be the star of this show, so communication should be in whatever way is easiest for her—not for you.
To appear techno-savvy, you want to have your wedding designs on your tablet or a digital photo frame. Ask prospects if they have a Pinterest board set up for their wedding and get the address to it so that you can look at it and see what the bride is planning and what attracts her. Get her cell phone number, too, so that you can text information to her and send her photos of your work or the work you are doing for her wedding. Encourage her to send you photos of designs she likes.
Once she has committed to your shop, it’s a good idea to follow her on Twitter and Instagram. This is especially helpful for weddings with several bridesmaids and groomsmen. They can all share information on Twitter, making it easier for you to communicate with everyone concerning the upcoming event.
Even though she’s the star of the show, you’re the director. It’s up to you to manage your time effectively and communicate precisely with the bride. Get everything in writing and have her sign the price quote. If things are changed or altered in the contract, have her initial the changes or text her approval. In this way, everyone stays up to date.
Make it a policy in your shop that you’re not to be disturbed when you’re doing a wedding consultation. During the consultation, listen carefully and don’t allow yourself to be distracted by anything else going on in the shop. The customer deserves your full and complete attention. If you’re the only one in the shop, then schedule the consultations after-hours.
Emulate the bride’s enthusiasm to demonstrate that you’re on board with her desires and dreams. Don’t talk too much about other weddings you’ve done. You don’t want the bride to feel that she must “compete” with past weddings, that her ideas aren’t original, or that her budget won’t allow her to have the same quality as the more expensive weddings you’ve done. Keep the focus on her and her wedding.
Guide the bride through the consultation, asking her about her vision, the flowers she’s drawn to, the colors she prefers, and touch on all the ways flowers can add to a wedding and reception. The site of the wedding, the number of guests, her wedding gown, and even her engagement ring will give you much of the information you’ll need concerning her flower budget. You shouldn’t even have to ask. Going by these “indicators,” make appropriate suggestions for her wedding and then give her a general price range. For instance, you could say, “Taking in all that we’ve discussed here, I would say we’re looking at $3,500 to $4,000. Is that about what you had in mind?”
If she agrees, then forge ahead with the signing. If she balks, discuss where she could trim her selections without losing too much in the way of “look” and “style.
After she commits to using your shop, you shift from director to supporting player. You need to keep her informed on what’s going on behind the scenes. Text or Tweet her every so often with a quick update or comment, such as, “Saw your engagement announcement! So exciting to be part of your wedding.” Or “Ordered the cream and burgundy roses today for your bouquets. They’re going to be gorgeous!”
Post photos on Instagram when items for her wedding arrive in your shop or take a photo of your team working on her bouquets. She will share these photos and messages with her family and friends, which is free advertising for your shop.
Drop in on her Facebook page and say hello and that you’re looking forward to working on her wedding. Email or text her and ask if she needs anything. If she’s having studio wedding photos taken, does she have a bouquet to use in her wedding photos? If not, offer to provide one.
Look through your notes to see if there were loose ends or reminders you should send. Maybe she wasn’t sure at the time of the consultation if her grandparents would be able to attend the wedding. Send a note asking if they’re attending, and if they are, does she want to add a corsage and boutonnière for them? If they aren’t, would she like to send an arrangement to their home with a “wish you were here” note?
These thoughtful reminders keep you “in the loop” and make you an important player in the bride’s big event. It’s another way to make her feel special and know that she selected the right florist. She’ll brag about your attention to detail to her friends and family, and they’ll file it all away for the next time they need a florist.
Your shop will become a star attraction not just to that bride but to everyone attached to the wedding. You’ll be building relationships with them, even though you might not be aware of it!
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