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BRINGING IN THE BRIDES!

We have been focusing this past month on brides and some of the great impacts they can have on your wedding and event business. We all know just how important an event can be both on the positive side, but remember it too can have a negative impact if the details and COG’s (Cost of Goods Sold) are not attended to. After attending a recent seminar at SAF (Society of American Florists) in Florida recently, a seminar was presented by Ms. Kathy Dudley and Ms. Heather Waits. They co-presented a program with the focus on Brides on a Budget. They shared many wonderful ideas for both bouquets and décor, but what really made the impact were the 10 Core Commitments for their Bridal Success. While most business owners ‘love’ to do wedding work, we all know that an events such as a wedding can make or break you as a business owner or service provider. Here are their ideas that resonate well for all shops or design studios to follow to ensure your success.
Remember, it’s all about the bride! It belongs to no one else but her and SHE is the one that should be making the decisions about what SHE wants. Not moms, girlfriends, aunts, or anyone else that happens to wonder in off the streets. Make her feel special by maintaining eye contact and keep smiling through thick and thin! While you may have an opinion, remember it is just that and it is up to her to make the decision that she feels that is right for her.
It’s all about the details! It’s imperative to be organized and keep well documented notes and exchanges of information. E-mail is what the ladies suggested that works best and to keep all correspondence filed in her folder for any future references. Providing timely information for proposals, changes, and clear definitions of what they can expect from you and what your expectations are from them. While it may be your 18th wedding this week, it is probably her first. Defined expectations avoid future disappointments.
Make the strong commitment to follow up after you have met with her. This can be for proposal review, detail reviews; periodic ‘hand-holding’ to make sure everything is going as expected. Remember that all the other vendors are making her feel special. You don’t want to ‘Lose That Loving Feeling’!
Communicate with her how she chooses. E-mail, cell phone, phone calls, face to face conversations are all ways of getting the job done. Let her chose the best way for her. Keep her informed of what and how things are progressing. While you will not want to burden her with every small glitch or hick-up that comes along, however, she will love when you send her a picture of all the beautiful flowers when they start to arrive. Share the news so she can share your name with all her friends and family!
Attitude has a dramatic impact on both you and the bride. Be courteous and friendly. If you don’t enjoy working with the brides, you probably should let another staff person do that part. Your smile is contagious so be sure you share it with her often. It is amazing how even unpleasant news sounds nice when it is delivered with a smile!
Your best work is what they are coming to you for so make sure they are not disappointed. From the first consultation to the last thank you exchanged, your best is the only thing good enough. When you exceed their expectations, the recommendations flow freely!
Being accessible and available means a great deal when brides have questions or concerns. Be definitive that you will be checking back on a regular scheduled basis and perhaps give her a notebook to write down the questions that come up along the way. E-mail is a great form of communication for quick answers, not major changes. Save those face to face meetings for those challenges.
Personal taste is just that….it’s personal. While you may know that green hydrangea and pink roses look great together, don’t be offended when she chooses color harmonies that are not YOUR personal favorite. Save your good ideas and good taste for when it is your time to be the customer! There may be many personal reasons why you are not hired, or embraced. Learn from the opportunity and move on to the next opportunity. Don’t beat yourself up over not being booked or your suggestion was not embraced. Learn from the experience and move forward.
Easiest way to make a lasting memory is to under promise and over deliver. No one is ever disappointed when someone over delivers on service! Do more than what was expected and you will be remembered!
These are great ways to learn from other experts in the floral industry and make their success your success!

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