Servicing a wedding is hard work, but it also can be the most rewarding aspect of the floral business. There is something special about wedding flowers. They seem to create a mood of romance and spontaneity. This is the designer’s chance to shine. Some florists, however, refuse to do weddings, while others do very well and seem to book weddings constantly. It all depends upon the florist’s ability to price, sell, and control the production of the wedding.
The florists with profitable weddings know how to charge to make a profit. They know how to make professional presentations during their bridal consultations, and they know how to control ordering, product costs, labor, and the production to ensure a profit. They also know when to refuse a wedding that will not make a profit. If you are offering a quality wedding and the bride does not want to pay your price, say goodbye right then. Don’t waste your time. Remember, time costs money, too.
Determining the Price
A profitable wedding is one that is priced correctly. Before you quote a price, make sure that you have factored in all aspects of the wedding. You must take into account the cost of the supplies, the flowers, the overhead, the labor, and special services you may render, and the percentage of profit that you wish to make. Profit is a cost of doing business, and it must be included in everything you sell. After all, why are you in business?
You should know the price of each stem, whether it is a flower or greenery, and you should count the stems. If you have planned each aspect of the wedding, you know how many stems it takes to create a bouquet, a corsage, or decoration. Some florists use a percentage for markup. Hard goods are usually marked up 2.5% and flowers 3.5%. It depends on the individual florist as to the method. Remember, however, if you add in extra flowers or greenery, you cut into your profit.
In addition to the flowers, you must add in the cost of wire, ribbon, and other supplies, such as bouquet holders, corsage pins, floral tape, and boxes. Don’t forget your labor and your time spent. It takes time and work to make bouquets and corsages and to decorate the church and reception hall. There are so many components that go into creating a beautiful wedding, and each one has a price.
You may have trouble selling a wedding if you don’t know how much to charge or if you feel that the cost is too high. You must have confidence in yourself and in the quality of your work. Only then can you sell a wedding successfully.
We can’t get around the fact that weddings are expensive. If the customer does not wish to pay your price, then don’t waste your time with her. You won’t be in business very long if you give away your service. There are always those who do weddings out of their kitchens, and there are always brides who don’t care about quality. There is nothing we can do about that.
You just make sure that your shop offers outstanding quality and service. If you do that, then the brides will come. Remember, you must be in control of your business. Order only what you need and use the products effectively.
If you want a profitable wedding business, keep the following points in mind:
1. Study the cost of your operation and know what you should charge for everything. You must know how much time you need to put the wedding together, the time to decorate, and the time for cleaning up afterwards. You must charge for this time.
2. Be professional in selling your wedding service. Why should the bride come to you instead of someone else? You must offer value, and you need to charge for it.
3. Be disciplined and control the product and the labor that goes into every wedding
If you do these three things, you should draw brides who care about the quality of their weddings, and you will make the profit that you deserve, and the reputation of your shop will be established. It all depends on your ability to price, sell, and control the production of a profitable wedding.