Monthly Archives: February 2010

How to Make Money: Clients

February 26, 2010

I’m constantly thinking about what kind of information I’d like to share with you on this blog. I think about what will be most helpful for you to read as well as for me to share, so I always ask myself one question: What would I have wanted to know when I was first starting out?

My team in 2002

Naturally, I thought I should start a blog series about the most important part of our business: how to make money in this industry. Yes, we are creatives and givers who truly enjoy the act of helping someone realize their dream, but we’re also all here to make a living and help ourselves reach our own dreams. This series will focus on the ins and outs of the Event Industry, with a particular emphasis on what you need to do to make the sale.

After being in business for so many years, I still consider the art of the sell a work in progress. Although there is no exact science to it, I am always reminded of one basic truth: ONE DOES NOT HAVE A BUSINESS WITHOUT CLIENTS. So, this is where I’d like to start. There are three very important things you need to know when it comes to clients and your business. Ask yourself:

1) Who is your clientele? Not all clients are right for you. When I first started, I was so full of myself to think that every job was right for me. This put me at a great disadvantage because I mostly appeared desperate.

It’s very important that you establish (even if it’s just in a very basic way) who your clientele is. There are tons of marketing plans out there you can follow and develop for your business, however I like keeping it really simple. If you can’t make money, they are not for you.

My team in 2009

2) How do you reach your clientele? Because your clients are such an important part of your business, this is one of the biggest questions you need to answer. Again, there are tons of ways to market and promote your business, but I can only tell you what worked for me when I first started.

I have never paid for advertising. However, being in a social industry, it was clear to me that the most effective way to get to my clients was through stories written in magazines, editorials, newspapers, etc. (Remember, these were the days before the very powerful tool we all have today for promotion called: THE INTERNET.)

I became a media whore. I called one magazine editor at least once a week for six months until she finally gave in and ran a story about my floral design. Once you get that first break in print, you are on your way. (We’ll discuss ways to promote yourself on the Internet in a future post.)

3) Who is the most important person in the world? The answer should always be: a potential client. You should always treat a potential client as if they were the most important person in the world. Most of the time when they call, they may actually be nervous reaching out to you.

That initial phone call or email you receive should be returned (with no exception) within the hour. Remember that they are often calling more than one vendor so they’ll feel most comfortable with the first person they reach. From this first phone call, you want to encourage a face to face meeting. Many times they want information over the phone, but it’s easier to establish a connection if you meet in person.

Next week we’ll discuss: HOW TO GET A NEW CLIENT. Do you have any specific questions about this you’d like me to cover? Let me know.

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Common Mistakes: Paying or Receiving Commission

February 25, 2010

This is a delicate subject in our industry, and one I feel very strongly about because many years back, besides bad pricing, this was one of the main reasons I almost went out of business. For me, it is very simple: if you accept commission without your client’s knowledge, it is THIEVING (and I’m not the only one who feels this way–this practice is against the law). Someone along the way has been short changed and it’s usually your clients.

Here is the dilemma:
I have been approached by many planners with the question, “Do you pay commission?” (meaning do I pay commission without my client’s knowledge). No, I do not pay or receive commission. Of course, they then go on to work with another person who does and I lose out on the job. My advice to you: LET THEM. The reason is simple. As I discussed in my entry on pricing, if your goal is to make a 40 – 50 percent profit, and you give away 10 – 20 percent of your profit, you’ll be losing money BIG TIME. Your other option if you pay commission is to spend less money on your flowers or materials in order to cut even which leads to producing an inferior product that causes you, in the long run, to lose (your clients lose too).

I understand that taking a stand in not paying or accepting commission might make you feel like you are losing out on jobs, but as times goes on, you and your brand will develop a reputation of quality and integrity. Do not get me wrong. If someone recommends me for a job, I have no problem sending them a present as a thank you to show my appreciation with the promise that if the opportunity emerges (and it always does) to recommend them in return, I’ll do so.

It you are a planner or any other vendor and you make your living by a commission structure with your clients knowing, fine. Otherwise, I think it’s time for this practice to be completely discontinued. The part I resent most is the power trip these few folks have in our industry. They form alliances with vendors not only for the quality of their work, but for their own greedy reasons. On top of losing money, we also have to mention the anger one feels, after busting one’s butt to do a great job, to then have to turn around and give away part of one’s profit.

What is your opinion?

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Bride Spotlight: Brooke

February 24, 2010

Brooke is one of the kindest brides I have ever met. Something I’ll always remember about Brooke is how special and close the bond is that she has with her mother. They get along wonderfully and Brooke had complete trust in her mother’s vision for the wedding.

Her mother was also one of my favorite co-conspirators. Not only is she the ultimate generous host, but she challenged me to bring her vision to life–the sole request was that the event be done in an array of shades of pink. We employed everything from a blushing light rose to a dramatic, bold magenta.

The reception was held in the ballroom of the Waldorf-Astoria, and the main decor element was fountains placed all around the room. The fountains were covered in a symphony of roses and were used because I loved what a fountain represents: hope and prosperity. (The concept of the fountains on the table became one of my most copied elements.)

One of the most touching parts of this wedding, for me, was seeing Brooke’s father get emotional as he walked his daughter down the aisle. I designed the chuppah to feel like a jewelry box. We covered it in roses and pearls and used fabric in shades of cream and white.

This wedding was such a joy for me to design; I was thrilled when her sister got engaged and I had a chance to work with this amazing family again. Who knows…? Maybe you’ll get to see the details of that wedding some time soon.

Pink is one of the most requested colors for weddings. What is your favorite color and why?

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Frequently Asked Questions: How did you get started?

February 23, 2010

The answer is very simple: I WAS IN DESPERATE need of a job. Many years ago, I started in this amazing industry as a floral designer. I wish I could tell you about how I grew up in my native country of Panama loving flowers from my mother’s garden, but no, that wasn’t the case.

place settings, table setting,flowers,wedding centerpieces,bouquets,arrangements

Sometimes you look back and think, “What was I thinking?”

The truth is that I was broke and needed a job. If we look back at our lives, we all have “angels” who we might consider were brought into our lives by some divine intervention. Mine came in the form of my best friend, the interior designer Vicente Wolf. One day, while complaining about my down and out situation, he casually suggested that I should try going to a couple of his clients’ apartments and supplying them with weekly flowers…and so, that is how I found my life’s passion.

Another one where you might think, “What was I thinking?”

I have great news for all of you. If I, with my limited education and knowledge, could get this far so can every single one of you. I never had the privilege to work for anyone. I learned by practicing, making mistakes and learning from them, along with lots of good old COMMON SENSE. Always trust your instincts.

There were three things I knew instinctively were true then and are still true now:

Creating a design or service that is DIFFERENT from any one else is key. Notice that I said “different” and not “better.” My goal was never to be the best, but always to be different. (By the way, this does not mean I was always successful. At times, I look back at some of my designs and say, “What was I thinking?”)
The beauty of being an artist is in the doing. Being creative is seldom a gift. Even if it is, it’s something one constantly needs to work on. Taking time aside daily to work on your art, I think, is the only way to keep it fresh and new.
It’s important to try your very best. Even today, the only request I have of myself and of my very talented staff, is just that: do your best. If you convey to your clients you are giving them your best, I can assure you that you’ll have a very successful business.

Who was one person in your life that you would call your “angel”? Or, tell me about you got started in your career.

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Thoughts on Mentoring and Events

February 22, 2010

Being self-taught and having learned many lessons over the years (sometimes the hard way), sometimes I wonder how different it would have been if I had a mentor. There’s nothing wrong with figuring things out for yourself, but having a person to help guide you and teach you what they’ve learned certainly doesn’t hurt.

A picture of me from a past speaking engagement

I’m constantly getting requests for mentorship, but my schedule is so hectic that it’s hard to fulfill each individual request so I’ve thought carefully about offering a workshop. The most important aspect is how to offer a workshop that is different from the others.

I asked my good friend and great planner, Marcy Blum, to join me in the effort. We wanted to create a learning environment that would be intimate and interactive. A workshop that offered one on one lessons not just on designing events, but the nuts and bolts of the business and the different pieces involved in producing the final product.

Marcy and me

For example, one of the most essential parts of my team is having a fantastic planner on board. Yet, I often find myself trying to explain to clients the necessity of having a great and experienced planner for the job. Over the years, the line between designers, production and planners has become blurred.

Here’s a summary of the differences:

Designers: We do exactly that…we design anything and everything that has to do with visual decor: flowers, table cloths, staging, room decor, lighting, food presentation, theatrical design, table settings, etc. This, of course, is the main job I do in my company (in addition to being a kick-ass sales man).
Production: After a job is completely designed, presented to and approved by our clients, then comes the most challenging part: producing the visual design into the real world in an effective, timely and cost-conscious manner. The production process is always a ”work in progress.” As my company grows and we do jobs in America and all over the word, this becomes more difficult yet exciting.
Planning: Years ago when I first started, I tried planning myself. One day, after making 10 phone calls to organize one meeting, I realized how challenging and time consuming this job is. In my opinion, most clients do not have the slightest idea of the time, patience and detail that goes into to a planner’s job (and folks you’re not just a planner because you call yourself one–you need the experience to back up the claim). Planners do not have a specific product like flowers or dresses. What they sell is mostly their amazing organizational skills, their experience in getting the job done and wearing many, many different hats.

I’d like to thank all of you for the overwhelming interest we received when we announced BAILEY AND BLUM’S first workshop. At first I thought we’d have a class of 40, however after hearing your requests of what you’d like to learn, we thought the workshop should have more of a one on one component to it. So, because of the workshop timing (it’s just one weekend), we’d like to invite only 20 participants to the mentoring weekend.

At the moment I am overseas working, however Marcy and I we’ll be finalizing all requests this coming week when I get back. If you are interested, please send in your application in the next few days. You can find the application here.

I look forward to sharing with you secrets, stories and some of the downfalls I’ve experienced in hopes that you don’t repeat them.

Now, your turn: What is the biggest challenge you’re currently encountering in your business? Is it getting clients, determining pricing, getting publicity, etc…? Let me know and I may add it to the roster of discussion topics for Bailey and Blum.

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