Heather Waits tells brides, “I feel I really understand your vision,” before asking for their business.
Not happy with the percentage of brides saying ‘I Do’? Columbus, Ohio, retailer Heather Waits, of Bloomtastic Florist, said it’s simpler than most realize. Waits closes 90 percent of brides to whom she gives proposals. Her secret? She asks for the business before they leave the consultation.
That’s a departure from florists’ more typical MO, which is to say you’ll follow up after you send a proposal. To Waits, that’s as good as kissing the business goodbye. “So many people miss the opportunity to hire the bride on the spot,” said Waits.
In order to do this, you need to be able to provide a general proposal at the consultation that includes a budget. “We’ve created a set price list of flowers in various categories, based on the average annual cost,” Waits said. Using that list, she can accurately (and quickly) provide an estimate before the bride leaves.
“This way, she can see the proposal and you can address any price concerns right then and there,” said Waits, who then says to the bride: Sara, I really enjoyed our time together this afternoon. I feel I really understand and get your vision. I think we would be a great fit together. Let’s go ahead and reserve that date while you’re here today.
Of course, a consultation that makes the bride feel comfortable and confident in your services goes a long way toward paving the way to ‘I Do.’ In addition to dressing professionally, meeting in a comfortable space where you won’t be disturbed and offering food and beverage, Waits said to be strategic with your word choices.
“We tend to talk to our bride the way we talk in the design room,” Waits said, “saying things like ‘filler,’ and ‘I got that,’ and ‘not a problem.'” A simple shift in word choice, she contends, can separate you from the pack:
| Don’t Say: | Do Say: |
| Make/do | Design or create |
| Cheap | Cost effective, affordable |
| Book | Reserve or hire |
| Deposit | Retainer |
| Can’t | Can – switch everything you say to a positive spin |
| You’re welcome | Thank YOU. |
| It’s going to be perfect. | It’s going to be beautiful, amazing. |
Want to learn more about how Waits navigates the consultations? Read Book It.
