Most of the shadows of this life are caused by our standing in our own sunshine.
- Ralph Waldo Emerson
Have a Happy Friday everyone!
Most of the shadows of this life are caused by our standing in our own sunshine.
- Ralph Waldo Emerson
Have a Happy Friday everyone!
Yesterday, I wrote about the first five things you should do as soon as a new client hires you. Today, I want to tackle how to price your work and explain the pricing you choose to your new client. So, here are steps six through ten:
6. Whenever possible, I devote a separate meeting entirely to pricing. It’s essential to price every aspect of your presentation before giving your client a cost. Study each and every element of your design and consider every single service you’re offering; write everything down and draft a comprehensive budget. And whatever you do, don’t forget to factor in your time! Determine an hourly rate and include it in your budget.
7. Even with a thorough and explicit budget, pricing is still tricky. I have been in the wedding and event industry business for many, many years, and I continue to struggle with this. I want to give all of my clients magic, but sometimes that’s hard to accomplish on their budgets. The budget and pricing you determine in step six is your opportunity to show your client exactly what your designs and ideas will cost to produce. Of course there are always going to be negotiations; if you haven’t already, accept that this is just part of the business. And remember, clarity is key.
8. While it’s likely you’ll need to make a few adjustments to your ideas in order to stick within your client’s budget, please don’t give away your design. It’s not fun, but while you are designing, you must keep price in mind at all times. This especially is very hard for me! My dream designs almost always cost more than my clients are willing to pay. Some of the designs I’m most proud of have never happened, because they were too expensive.
9. Once you and your client agree on a budget, request a check for 50% of the total cost. Secure this money as soon as possible, because the longer you wait, the harder it will be for you to place the necessary orders and produce the job.
10. This final step should be non-negotiable: Make it very clear to your client that their balance is due in FULL two weeks before their event. Why two weeks? You want to make sure that check clears before the event!
We’ve covered a lot of ground already: getting the job and designing. But this is really just the beginning. You still have to bring this event to life! Next week, I’ll tackle the nuts and bolts of producing an event.
Dear Readers, have you established an hourly rate? If so, do you include your rate in your proposals? If not, you’re probably working for free!
Last Thursday, I wrote about setting clear boundaries as soon as you meet a potential client. This Thursday I want to discuss important considerations once you’ve gotten the job. This is when the real work begins!
1. You’ve gotten that exciting phone call; you’re hired! The first thing you should do now is send your new client an email expressing your gratitude and excitement about working together. Also, before you lift even a finger, ask for a deposit or a “save the date,” which will be applied to the full amount of the event. Do not start the design process until you have this deposit!
2. If you’re a florist or a designer, now comes the fun part: you get to design! Gather all of your notes and ideas, and create a concept story board. This is your inspiration, and you should not hesitate to include images from your client as well as any images you find on your own. This board will help you create something new and great; your freshest ideas will likely be inspired by this board. Just remember that sometimes those ideas arrive with a whisper, while other times they arrive with a bang!
3. Schedule a day and a time to make your presentation to your client. Be thorough! When presenting, describe every single detail of your vision for the client’s event.
4. The worst is when a client says something like, “Preston, this is not what I had in mind, and I think you’re way off.” To avoid this terrible scenario, I usually design three different concepts. Like all people, clients like options!
5. This is how I break down the different designs I present:
Design A – This design is whatever the client requested.
Design B – This design is based on what the client requested, but I take a few liberties and incorporate some of my own ideas.
Design C – This design is what I like to think of as “my design.” I go all out, and design the event the way I would do it if it were my own party.
Many of my clients pick Design C, but some also end up selecting elements from each of the three designs that they like. The great, and unsurprising, news is that clients are always more eager to pay for something they got to choose themselves!
Dear Readers, do you create multiple designs for your clients to choose from? Or do you worry multiple designs might confuse them? Do you present with storyboards or do you create life-size versions of your ideas so clients can see exactly what their event will look like? Please share your approach in the comments.
And be sure to check back tomorrow as I’ll be tackling the next big client hurdle, and it’s a doozy: Pricing!
I write a lot about working hard, developing your talent and practicing your art. It’s almost something of a mantra! I repeat these ideas over and over again, because I really believe they are essential to success. But one thing I haven’t written much about is when following through on these practices becomes a struggle.
Some days, working hard and practicing your art comes easily. You feel in the groove, and everything clicks. You have a vision for a client and you know exactly what you want to create and how to do it. I love these days! But other days, everything feels wrong. Your ideas feel stale. Or, you’re distracted by an argument you had with your spouse or you’re worried about money or your child is having trouble at school or you have an unhappy client. And on these days, nothing clicks. These are the days when it’s really hard to create. The last thing you want to do or have the energy to do is sit down and design a new floral centerpiece, lighting arrangement or cake design.
I have good news and bad news about such days. The bad news is that these are the days when it is MOST important to create. I mean it. It’s almost more important to work on your designs when it’s the last thing you want to do than when you’re excited and eager and feeling creative. The good news is that when you focus on getting creative, you can sometimes design your way out of a funk and end up creating some of your most original work!
Some of you are probably thinking right now, “Okay, sure, Preston, that sounds all well and good, but how do I do this? It’s so hard!”
And you’re right. It’s really, really hard. You could stand in your studio and stare at your sketch pad or at that bucket of fresh flowers and just try and will yourself to do something. But when I’ve tried that I just get frustrated and panicky.
Instead, step back. You have to find your mindfulness. Take a deep breath. Turn away from your sketch pad or work bench. Close your eyes. Take another deep breath. Focus on what it feels like to breathe. What does it feel like to inhale? What does it feel like to exhale? Turn the corners of your mouth up slightly into a small smile. Breathe. Smile. Breathe. Smile. Keep doing this. You’ll start to feel the tension in your body and mind evaporate. Keep going until all of the tension is gone.
When you return to your sketch pad or that bucket of flowers, you are now relaxed and can begin again, this time with mindfulness. Focus on what it feels like to pick up the pencil or what it feels like to hold that flower in your hand. Feel the texture and the smell of it. Be full of mind with just this moment. I like to think of this practice as the one-step-at-a-time practice. I’m not thinking about the outcome or what my finished product will look like. I’m focused on what I’m doing in that moment.
This technique always helps me clear my creative fog, and I’m often pleasantly surprised by what my mind creates on these days. One of my favorite quotes about mindfulness comes from the wonderful Buddhist monk Nyanaponika Thera, who said: “Two thoughts cannot coexist at the same time: if the clear light of mindfulness is present, there is no room for mental twilight.”
Dear Readers, I hope this helps you the next time you’re feeling uninspired. What are some other techniques you use to get your creative juices flowing again? Let’s help each other. Please share your tips and experiences in the comments.
Dear Preston,
I think I am one of the best designers in my area. However, many of my potential clients seems to prefer working with male designers. I will even go so far as to say that they prefer gay, male designers. I have no issue with gay men, but it’s frustrating that I seem to be losing clients because I’m neither gay nor male. I don’t know what to do.
Sincerely,
White, Straight, Female and Talented
Dear WSFT,
You’re suggesting that the wedding and event planning industry is a gay man’s world? And you’re asking me, a black gay male designer why clients prefer gay male designers over straight female ones?
I’m either the best person to answer your question or the worst. I’m not sure which. But I’ll try.
Frankly, I think your question is coming from a place of weakness. If you were as talented as you claim, you wouldn’t be asking this question. I’m sorry to be so blunt, but that’s the truth. And my answer for you is very simple: Become more talented.
We live in a prejudice society, and there’s no way around that fact. That’s just the way it is. So forget about your gender and your sexuality, because you can’t change either. Instead, concentrate on being a creative and original artist; talent will always open doors.
I love what the great Albert Einstein said about prejudice: “It is harder to crack a prejudice than an atom.” Keep creating, keep getting better, and the clients will come.
Good luck.
PB
Dear Readers, do you agree with WSFT that the wedding and event industry is a gay man’s world? Do you think you got your last job because of your gender? How would you have answered WSFT? Please share your thoughts in the comments. Thank you!