have questions—florists should have the answers.
Most brides give unceasing thought to planning every detail of their
perfect weddings. But when it comes to flower selection, they typically
are not as confident in their decisions. They are not familiar with
different floral options and associated considerations, including when
flowers are available, how long particular varieties last and the
mechanics needed to secure bouquets. The more a florist can assist the
bride, the more likely she is to be satisfied. Moreover, when a florist
asks the right questions and provides helpful answers, he or she creates
an opportunity to sell more product. To help florists better serve
inquisitive bridal customers, Smithers-Oasis Design Directors offer
simple answers to the top questions a florist should be prepared to
answer during a wedding consultation.
- What flowers are most appropriate for the
season of my wedding?
Florists should be able to tell brides which fresh flowers will be
available and perform best in the month of the wedding. They also can
identify which flowers are problematic and should be avoided and which
are out of season.
- What styles and colors are in fashion,
and which fresh flowers will match?
A design-savvy florist will be interested in the bride’s dress style and
the type of mood she wants to project, whether it be glamorous, romantic
or traditional. Once this is determined, the florist should be able to
offer floral suggestions to complement the look.
- Can you deliver beauty and style on my
Only a few elite ignore a budget. Florists should present creative
options to stretch dollars, like repurposing an arrangement at the
ceremony for the gift table at the reception. Also, florists should
demonstrate how details can upgrade a bouquet in a modest to marvelous
fashion by adding items such as decorative pins and bouquet collars.
- Do you have photographs of arrangements
you have created in the past?
A nice tool for florists is a photo album of their most recent work.
Updated photos on the shop’s Web site also can be powerful selling
- What innovative ideas can you suggest to
make my wedding special?
Florists always should offer creative locations that can be adorned with
flowers to make weddings memorable for guests and increasingly
profitable for themselves.
- Have you been to my ceremony/reception
Knowing the location not only gives the bride peace of mind but it gives
the florist an advantage to upsell. Florists can bring new ideas with
phrases such as, “The last time I was here I wish we had done ... .” If
this is a new location for the florist, he or she should offer to visit
the site with the bride in order to point out both traditional and
nontraditional flower locations, boosting the bride’s confidence and
adding a personal touch while ensuring that the florist is prepared and
able to increase profits. Visiting the site a second time, closer to the
date of the wedding, also may prove to be profitable if a bride was
holding back due to budgetary concerns in the beginning of the planning
process. Also, if a florist shows enthusiasm about the location, the
bride may feel comfortable spending more money there.
- Is this one appointment all we need?
While many florists have only one or two consultations with a bride, a
good tip is to schedule a meeting with the bride the day before the
wedding to obtain her approval. In a casual half-hour meeting, florists
can show the bride her bouquet and other arrangements for the next day.
This way, the bride knows what she is getting—eliminating some of her
wedding-day stress—and the florist is not under the stress of possible
wedding day or post-wedding complaints, ensuring full payment. The fewer
surprises, the better.
- How do I hold my bouquet?
Making sure the bride knows how to hold the bouquet is important for her
comfort as well as for displaying the florist’s work. The bride should
not hold the handle like an ice-cream cone; rather, her arms should be
down with her forearms resting around her hip bones, allowing her wrists
to move and draw focus to the bouquet.
Source: Smithers-Oasis Design Directors;
• To read and see more,
here to purchase the current issue of Florists' Review.
PO Box 4368
Topeka, KS 66604
©Copyright 2008 Florists'