Mastering the Art of Wedding Consultations: Convert More Leads & Build Stronger Client Relationships

01/29/25 • 37 min

Episode Summary:
In this episode of The Floral Hustle Podcast, Jen takes a deep dive into the wedding consultation process—a critical step in converting leads and booking ideal clients. She walks through her step-by-step consultation framework, from initial inquiry to closing the sale. Learn how to structure your consultations, build rapport, and position yourself as an expert to attract dream clients who trust your expertise (and are willing to pay for it!).

Whether you're new to floristry or refining your sales strategy, this episode is packed with actionable insights to help you book more weddings with ease and avoid time-wasting inquiries.

Key Takeaways:

1. The Role of Consultations in Booking High-Value Clients

Consultations aren’t just about selling—they’re about ensuring a great fit between you and the couple.
Use this time to build trust, establish expertise, and set expectations—so you book weddings you actually want to work on.
The right consultation eliminates price shoppers and attracts clients who value your work.

2. Should You Require a Consultation?

Some florists rely on forms and email communication only, skipping consultations entirely.
Jen believes in a more personalized approach—especially for high-end, custom floral designs.
Consultations allow you to connect with couples, understand their vision, and ensure they align with your pricing and style.

3. The Pre-Consultation Process: Qualifying the Lead

Jen doesn’t meet with everyone—she first screens inquiries to determine if they are a good fit.
Her inquiry form only asks 7 key questions, including wedding date, venue, budget, and design inspiration.
She sends a brochure with pricing guidance before scheduling a consultation to ensure transparency.

4. Setting Up & Structuring the Consultation

Use a scheduling tool like Calendly to avoid back-and-forth emails.
Jen hosts 95% of consultations on Zoom for a face-to-face experience without the travel time.
She starts by building rapport—asking about the venue, couple’s story, and unique details.

5. Breaking Down the Consultation Process

✅ Personal Flowers: Start with the bride’s bouquet and work through the wedding party.
✅ Ceremony Flowers: Ask about arches, aisle decor, and any additional floral needs.
✅ Reception: Determine table count, centerpiece styles, and head table florals (long table garlands, installations, etc.).
✅ Color & Flower Selection: Save this for the end to avoid clients getting hyper-focused on specifics too early.
✅ Venue Expertise: If you’ve worked at their venue before, position yourself as an expert—this builds trust!
✅ Closing the Consultation: Recap the discussion, set expectations, and explain next steps for booking.

6. Positioning Yourself as the Expert

Throughout the conversation, drop cues that reinforce your experience (e.g., “I’ve done dozens of weddings at this venue.”).
If the couple has a Pinterest board full of conflicting styles, help them refine their vision rather than executing exactly what they’ve pinned.
Emphasize flexibility with floral selections—avoid promising specific blooms to reduce risk and increase creative freedom.

7. Closing the Sale: The Proposal & Booking Process

Jen does provide proposals (some educators discourage this, but she believes in transparency).
She does NOT send a contract until the client confirms they are moving forward.
She places a 7-day soft hold on the date to encourage quick decision-making.
Uses follow-up emails strategically to nudge couples toward booking.

Jen’s Golden Rule:

💡 "I don’t chase—I attract!" Instead of chasing leads, focus on positioning yourself as the trusted expert so that the right clients come to you.

Actionable Steps for Florists:

✅ Review your inquiry process—are you p...

Whether you're new to floristry or refining your sales strategy, this episode is packed with actionable insights to help you book more weddings with ease and avoid time-wasting inquiries.

Key Takeaways:

1. The Role of Consultations in Booking High-Value Clients

Consultations aren’t just about selling—they’re about ensuring a great fit between you and the couple.
Use this time to build trust, establish expertise, and set expectations—so you book weddings you actually want to work on.
The right consultation eliminates price shoppers and attracts clients who value your work.

2. Should You Require a Consultation?

Some florists rely on forms and email communication only, skipping consultations entirely.
Jen believes in a more personalized approach—especially for high-end, custom floral designs.
Consultations allow you to connect with couples, understand their vision, and ensure they align with your pricing and style.

3. The Pre-Consultation Process: Qualifying the Lead

Jen doesn’t meet with everyone—she first screens inquiries to determine if they are a good fit.
Her inquiry form only asks 7 key questions, including wedding date, venue, budget, and design inspiration.
She sends a brochure with pricing guidance before scheduling a consultation to ensure transparency.

4. Setting Up & Structuring the Consultation

Use a scheduling tool like Calendly to avoid back-and-forth emails.
Jen hosts 95% of consultations on Zoom for a face-to-face experience without the travel time.
She starts by building rapport—asking about the venue, couple’s story, and unique details.

5. Breaking Down the Consultation Process

6. Positioning Yourself as the Expert

Throughout the conversation, drop cues that reinforce your experience (e.g., “I’ve done dozens of weddings at this venue.”).
If the couple has a Pinterest board full of conflicting styles, help them refine their vision rather than executing exactly what they’ve pinned.
Emphasize flexibility with floral selections—avoid promising specific blooms to reduce risk and increase creative freedom.

7. Closing the Sale: The Proposal & Booking Process

Jen does provide proposals (some educators discourage this, but she believes in transparency).
She does NOT send a contract until the client confirms they are moving forward.
She places a 7-day soft hold on the date to encourage quick decision-making.
Uses follow-up emails strategically to nudge couples toward booking.

Jen’s Golden Rule:

💡 "I don’t chase—I attract!" Instead of chasing leads, focus on positioning yourself as the trusted expert so that the right clients come to you.

Actionable Steps for Florists:

✅ Review your inquiry process—are you p...

Previous Episode

Navigating Tariffs & Rising Costs: Strategies to Protect Your Floral Business

Episode Summary:
In this week’s episode, Jen tackles the anxiety-inducing topic of rising tariffs and their impact on floral pricing. She shares proactive strategies to navigate these challenges and ensure your floral business stays profitable and resilient. From sourcing smarter to revisiting your contracts, Jen offers actionable steps to help florists feel empowered rather than reactive in uncertain times.

Key Takeaways:

Shift Your Focus to Resilience and Opportunity:
- Use challenges like rising tariffs to identify new business opportunities.
- Jen shares her success with silk flower rentals as a way to diversify income streams and adapt to price increases.
Leverage Locally Grown Flowers:
- Explore partnerships with local flower farms and growers' co-ops to minimize dependency on imports and stabilize costs.
- Locally sourced flowers are not only cost-effective but also resonate with clients looking for sustainable options.
Stop Promising Specific Flowers:
- Avoid guaranteeing exact flower types in your contracts to prevent stress and potential financial losses if availability changes.
- Use comparable flowers based on size and value to maintain quality and client satisfaction.
Smart Sourcing Practices:
- Evaluate direct sourcing options, such as buying flowers from farms or brokers, to reduce costs.
- Jen shares how she’s cut costs on premium blooms like Playa Blanca roses by sourcing directly rather than relying solely on wholesalers.
Revisit Your Contracts:
- Protect yourself against unforeseen price increases by adding clauses that account for fluctuating costs due to tariffs or other market disruptions.
- Transparent communication with clients about pricing protections builds trust and ensures your business remains profitable.
Think Strategically, Not Reactively:
- Instead of reacting to changes, create a game plan to capitalize on new trends or opportunities, such as offering more versatile flower options or adjusting service offerings.
Prepare for the Unexpected:
- Market disruptions like freezes or import issues can happen at any time. By diversifying your sources and updating your contracts, you’ll reduce the impact of these challenges on your business.

Quotes from Jen:

“Challenges like tariffs don’t have to sink your business. With a shift in mindset, they can be the catalyst for growth and innovation.”
“If you’re promising exact flowers in your contracts, you’re setting yourself up for stress. Flexibility is key to success in this business.”
“Protecting your profits starts with protecting yourself in your contract.”

Actionable Steps for Florists:

Review your current contracts and add clauses to account for unforeseen price fluctuations.
Build relationships with local flower farmers to create a more sustainable and cost-effective sourcing strategy.
Explore direct sourcing options to cut costs on high-demand flowers.
Diversify your offerings, such as introducing silk flower rentals, to tap into new revenue streams.

Resources Mentioned in This Episode:

Floral Hustle Podcast Episodes
Local flower farming co-ops
Direct sourcing options for premium blooms

Next Episode

The Mindset Shift That Changed Everything: Why Your Success is Inevitable

Episode Summary:
In this empowering episode of The Floral Hustle Podcast, Jen shares the game-changing mindset shift that transformed her business, life, and overall happiness: believing that success is inevitable.

If you’ve ever doubted whether big things are possible for you, struggled with self-doubt, or felt stuck in hustle mode without seeing results, this episode is for you. Jen dives deep into how shifting your mindset—from hoping success happens to knowing it's inevitable—can completely change the trajectory of your life and business.

She also breaks down the power of consistency, why so many florists fail to reach their full potential, and how you can start building the habits that will make success unavoidable.

Key Takeaways:

1. The Mindset Shift: Success is Inevitable

Instead of hoping success happens, decide that it’s inevitable.
We’ve been programmed to fear success, to think it’s "too hard" or "too risky"—but that belief is holding you back.
Stop waiting for permission, stop doubting, and start believing in your own ability to make things happen.

2. Ditching the "Hard Work = Success" Mentality

Growing up, Jen saw two extremes: her mom working relentlessly and her dad avoiding work entirely.
She had to unlearn the belief that success only comes through struggle and exhaustion.
Yes, success takes effort—but it should feel aligned and rewarding, not draining and overwhelming.

3. Overcoming Fear-Based Thinking

Many florists hesitate to grow because of fear of failure, financial insecurity, or stepping out of their comfort zone.
The reality? Fear isn’t an indicator of failure—it’s proof that you're stepping into something bigger.

4. The Power of Consistency: The Key to Making Success Inevitable

"I am inevitably consistent."
Success isn’t about random bursts of effort—it’s about showing up every single day, no matter what.
Jen’s consistency in her podcast, social media, coaching, fitness, and business growth is what keeps her momentum strong.
If you're not seeing results, ask yourself: "Am I putting in the work consistently?"

5. Are You Putting in 100K Effort?

Many florists say they want a six-figure business, but are they putting in six-figure effort?
You can’t expect to make $100K if you’re only working 10 hours a week and avoiding marketing, networking, or refining your craft.
Success requires showing up, taking action, and committing to the long-term process.

Action Steps to Make Your Success Inevitable:

✅ Shift Your Mindset: Start telling yourself every day that success is inevitable. Post it on your mirror, make it your phone wallpaper—make it your reality.

✅ Audit Your Consistency: Where are you showing up consistently? Where are you dropping the ball?

✅ Commit to Aligned Action: Stop hoping success happens and start taking action that aligns with your goals every single day.

✅ Eliminate the Excuses: If you feel stuck, ask yourself—are you actually putting in the effort required to see results?

✅ Surround Yourself with Growth-Minded People: If you need guidance, accountability, and expert mentorship, consider The Floral CEO Mastermind to accelerate your success.

Resources & Links:

🌿 Join the Floral CEO Mastermind – Get coaching, accountability, and all the tools to make your floral business thrive.
👉 http://TheFloralHustle.com/mastermind

📌 Follow Jen on Instagram – DM her your biggest takeaway from this episode!
👉 @‌TheFloralHustle

Final Reminder:

💡 Your success is inevitable. The only thing standing in your way is consistency and belief. Start showing up today, and watch everything change.

🎧 Thank you for listening, flower friend! Have an amazing flower-filled week! 🌸