As I promised, I will continue this week to discuss the issue of pricing and transparency. This is an important topic for not only the floral industry but for all vendors who work in the wedding and event planning business.
However, before continuing, I want to remind you that I sold my first centerpiece for only $75. I could have easily told myself that my clients would never pay more and kept charging that price. But I didn’t.
As I see it, regardless of what city or market you work in, you have two choices:
1. You can continue to accept the lie that your clients will never pay more.
2. Or, you can start creating designs that are so different and so compelling that your clients will have no choice but to happily pay more.
Dear Readers, you need to embrace the possibility that you are an artist. You are not just selling flowers. Potentially, you could also become a commercially successful visual artist. It’s up to you as an artist to change your clients’ minds and convince them that your work is worth more.
It’s not easy, even for me, but I am always open to working with clients who appreciate my work enough to pay for its’ real value. Do not sell yourself short. Be diligent and patient. And, eventually, you will create a new market in your area.
As I continue to write these posts, I’d like to also answer a few of your questions. Let’s start with this one from a commenter named Delilah:
“While your centerpieces look beautiful, your work is appallingly overpriced. You cannot suggest that you don’t get bulk discounts for items such as vases and Styrofoam squares. I guess you have enough high-end clients who are willing to pay for your services, but this should not be the way everyone should price their service. Just disgusting!!”
Dearest Delilah:
Disgusting, ha, that is a very strong word.
Everyone thinks that working with flowers is a fairytale job. But looks can be deceiving. If you’re a florist, then you know; it’s a lot of hard work and long hours. I started out as a florist, and for fifteen years I was so excited to be working with flowers, I never charged enough. Consequently, I almost lost my entire business. It took me many years to develop the confidence to charge enough to make a decent living!
I am not pretending to tell everyone how to charge for their work. Especially since I don’t know everyone’s markets. What I am doing is sharing the method of pricing that helped me save my business.
But, of course, Delilah, you don’t have to follow any of my pricing suggestions. Everyone has to do what works for them. Good luck to you.
Dear Readers, how would you answer Delilah? As a florist, do you have the courage to charge what you deserve?
PREVIOUS
George Bernard Shaw once said: “You see things and say, ‘Why?’ But I dream things that never were and say, ‘Why not?’” That quote embodies how Preston Bailey approaches every event.
Bonnie Marie
June 6, 2012
Disgusting is not only strong, it’s wrong! I think fabulous would be more appropriate, since that’s what I would say to anyone who was selling a product and had high-end clients who are willing to pay the price asked. You gotta get it while the going’s good!
julia Hewitt
June 6, 2012
AMEN!
Ellen Prague
June 6, 2012
I would answer Delilah by explaining that she’s not paying for supplies, but for creativity and enormous experience.
Mary Ann Webb
June 6, 2012
Delilah must not be a business owner or understand the floral industry.
Teofil - Florists Only Magazine
June 6, 2012
Mr. Bailey, I really appreciate you for this series of posts! The danger of lowering prices during this economic downturn is so high, especially for those working in the flower industry.
Over here, in Romania, nobody is talking about the prices. Everyone strives to keep them down as if in a fight for “the cheapest florists in the world” title. Florists either neglect labor costs or they “forget” to add the little pins with diamond head and those 5 extra Aspidistra leaves…
And then I ask myself why do they do business in the first place? Don’t they want profits and recognition? They do, but not all of them seem to have found the path to them. I guess the secret is in the constantly added value: better designs, better technique, increased brand recognition… and so on. Day by day, year after year…
Loved this phrase: “I am always open to working with clients who appreciate my work enough to pay for its’ real value.”
If you, the florist, don’t appreciate your work and price it correctly, NOBODY WILL.
Marisa
June 6, 2012
She can’t be a florist because the industry standard is a 3.5x mark up on flowers. Being that she probably isn’t in the biz, she also can’t invision the size of this design nor does she understand the cost of running a floral business. Every reatailer in the world marks up their products without shame but florists are expected to manufacture an original concept design for little more than the cost of the goods. Sorry, but I don’t work for free and I don’t know anyone who does. I’ve not yet met anyone who wanted an $800 centerpiece but one day I’m going to and they will love it!
Flowers By Holland
June 6, 2012
THANk you for your kind words of encouragement. We are artists…I work with flowers AND balloons. Yep, I can sell you a flower stem in a vase or a balloon on a ribbon, but let me show you what I REALLY can do. THANK YOU AGAIN PB!!
Mimi
June 6, 2012
Thank you for being so gracious in light of Delilah’s strongly-worded opinion. True testament to your persona.
Caron
June 6, 2012
If profit and loss are not understood, it’s a hobby, not a business.
Some of us learned the hard way what those two terms really mean. While I appreciate everyones freedom to speak and ask, I would strongly recommend showing some respect. Mr. Bailey has earned it.
After all, if he weren’t Mr. Preston Bailey, you wouldn’t be here, on HIS site. There is much to learn and enjoy. Let’s start with courtesy.
Desiree
June 6, 2012
I once heard Bishop TD Jakes recount a story about an interview of his with someone who was criticizing him for being a pastor who wrote and sold books. The person asked him why do you sell so many books? And he simply responded “because I can”. It turns out the person interviewing him had attempted to write and sell their own books, but was highly unsuccessful and seemingly took out their rage and jealousy on the bishop who could.
I think, dear Preston, that you are in the same situation with Ms. Delilah. Delilah apparently has not or cannot create something that people would pay an arm and a leg for as you do on a regular basis and thus, criticizes you for your pricing. At the end of the day, I assure you Delilah would charge your prices if she had your skill and your clientele, but she doesn’t.
So Preston, you keep working your floral magic and charge whatever you feel appropriate and continue encouraging other wedding and event entrepreneurs to do the same. We all have particular niches in this thriving industry and we should make the most of it and charge what we are worth, not only what we think certain people will pay. xx #doitbecauseyoucan
Carrie DiLeo
June 6, 2012
I was excited to see that my guess was pretty spot on. I was off by five dollars. I read Delilah’s comment as well. Oasis products are not cheap.what you quoted is an average price for our area. Vases are also pricey. Some of our large vases are in the 100 range at cost. We do rent them out to help ease the cost for a bride
. Yes your arrangements are big and more than most shops do, but the design concept is there. As a designer we can scale that back,use other flowers to get the same look. May e using some green carnations to offset some of the hydrangea. Your an inspiration to thinking out side the box. Offering three styles of very price is also nice. Showing the customer the lush one first. This way they can see all you can do. As a business its better not to sell your self short. The markups on autos and jewelry would shock most people. Flowers are tame in comparison. And keep in mind we are working with a perishable product. Keep up the fantastic job. I love it!! What a wonderful job I have!
FETE
June 6, 2012
As artists, we are not selling flowers, as good artists of floristry, we sell an experience they will never forget. I sell an artistry not readily or easily duplicated by others. Preston, I always roll my eyes inward when brides unassumingly bring me one of your books and asks me to replicate an archway of yours for 5000.00 or a large prop centerpiece for 300.00. Good article but I think you should reveal what’s behind door number 1 (I know what I would charge but you’ve a “slightly” bigger brand than mine
Cyd J
June 6, 2012
I think that was an appropriate and kind response to the reader. I might also add that there is a significant difference between “markup” and “profit”. One needs to charge a reasonable markup to create any profit at all because the costs one incurs in the business are not just materials and labor.
I appreciate this focus on the topic of transparency – it can be sensitive; however, I think it is so valuable to designers, planners, and clients to know we’re all in this together. My clients cannot demand your best yet expect not to pay for it – you won’t be able to provide your best for very long if your business is at risk! (And this is where many designers are, unfortunately.) Every client wants to save and balance prudence with fantasy but we cannot allow them to have the fantasy at the cost of our livelihoods.
When clients’ dreams outdo their budgets, it up to designers to prove you can not only satisfy them but do wonders at their price-point with different flowers and materials or smaller scale pieces. If you cannot, you do not have to accept their business. Further, particularly to Delilah, as some one who has had the privilege of seeing many examples of Preston’s work in person/up close, I can say it’s not difficult to make the argument that his craft is perfected and his artistry has value. I agree with the statement that any other florist who is an artist should value their craft and charge appropriately for it. With a bit of transparency, clients will see that it’s not greed, deceit, or anything else except providing a fantastic service and maintaining a business.
MJAB
June 6, 2012
We should be charging a design fee, the cost of flowers are about the same everywhere and vases as well so lets be open about it and charge what we believe our time and designs are worth.
We are in business that business happens to be the flower business, we need to be profitable otherwise is worthless.
Jennifer
June 6, 2012
I would say to Delilah we aren’t trying to sell this $1000 arrangement to a client who has a total budget of $10,000. The issue at hand is pricing and transparency. The same mark up would be appropiate for a $100 centerpiece.
Sandy
June 6, 2012
YES!!! I had hoped you would confront Delilah.
Peter
June 6, 2012
There are so many facets to producing event flowers.
The consumer isn’t aware of just how many hours and people it really takes to produce up market designs. Preston besides the one designer you listed your readers should know we have office staff, flower production staff and support staff that need their regular salaries. Logic would serve if we only charged pennies on the dollar, no business could surrvive. Only a gift shop with three part time employees.
Clare
June 6, 2012
Great post Preston. I think Delilah entirely misses the point. Every designer has his or her particular niche, or clientele. You serve a higher end clientele that is in alignment with your artistry. These prices wouldn’t work for a different audience or niche, and likely not Deliliah’s. The point is that we each carve out our own area of the market to thrive in, everyone from small boutiques focussing on retail to high end custom event design studios, and everything in between. Likewise there is a place and a market for a $200 centrepiece and a $900 centrepiece. The job of the designer is the find that market that they can best serve with their particular work.
Thank you so much for sharing your genius on this blog. I read it all the time and love love love it. MWAH!
Courtenay Lambert
June 6, 2012
Bravo Preston Bailey! Well said.
I think Delilah may be a young woman planning her own wedding. Which as we know, pricing around weddings can sometimes be a shock to young women. There’s nothing wrong with being on a budget, but then work within the confines of your budget. For example, I’m not going to walk into a car dealership with a Honda budget and demand a BMW. And I’m not going to tell the dealer that the pricing on that BMW is disgusting, because I DO understand the value. Delilah clearly doesn’t understand the value, the cost of flowers, the hours of work and manpower required, nor the level of expertise required to execute an event. Preston Bailey had to invest in himself and his business (as we all do) to get where he is. It’s like telling Annie Lebowitz that she’s only clicking a button on a camera, or Picasso that he only spent 5 hours on a paiting that cost $30,000, so he should really only be paid the cost of the paint plus a reasonable hourly wage. It’s hard to quantify what art is worth, but I guess it is what we charge and a client is willing to pay….where demand justifies cost.
The best thing we can do is inform clients of our pricing, and either they will get it or not. If they see the value, then they’re your customer; and if they don’t then they’re not.
Connie
June 7, 2012
You must price you work at a level that is profitable and helps you maintain your business at the level you desire. Original, creative, quality designs are priceless! Preston obviously knows how to run a business.
Connie Moore
June 7, 2012
WHAT WOULD YOU LIKE TO SAY?
Connie J Moore
June 7, 2012
As a florist and an Artist I do have the courage to charge the prices I deserve. I just need more clients that will pay that price.
Best regards, Your Soul Sister 5-3-49
Connie Moore
Connie J Moore Floral Design
Kristi
June 7, 2012
Good on you for setting Delilah straight! I’m tired of under valueing myself, my work and my artistic ability! I’m a good floral designer and I’m proud of the work I do and my clients need to know the real cost of creeating their dcreams does not come at the expense of my business or personal life!
Thank you for your continued effort in educating floral artists as well as clients – we all need to know the real value of our work!
ricardo
June 7, 2012
It reminds me of an encounter a few months back. I was making a boutonniere sample for the bride and her mother and when I was done the MOB said to me:
“Hey! How come you charge $25 a boutonniere when it takes you all of 3 minutes to make one?”
My answer was: “It may have taken me 3 minutes to make it in front of you but it has taken me over 8 years to learn how to do so!”
Obviously after that little altercation I didn’t get the event.
Nonetheless I mark that as the beginning of my career as an artist. I can do it and you can’t. That is why you pay me!
Juli
June 7, 2012
I think Deliliah has never shopped retail. The standard retailer’s markup is 2.2, not 1… so if you pay $30 for something retail, the wholesale cost of that item is 30/2.2=$13.63. So to claim that Mr Bailey is disgusting for only using a 1×1 sytem is pretty way off base. It’s interesting how many people are willing to settle for more sales of lesser value, rather than fewer sales of higher {or the correct} value, just to keep themselves busy. No matter what the industry (I am in cakes), there are people everywhere who think that the selling price is negotiable if they are rude or persistent enough – or use a promise of “but you’ll get exposure at my event”! – now, I simply ask them if their wage is negotiable. Generally, they answer with a surprised “No way”… and are shocked when I ask them why they think my wage should be? Mark up is not money you put in your pocket as money for jam, it’s money that you are earning to maintain the business you run… pay staff, pay rent, replace equipment, take training, pay for advertising – all the indirect costs that are not associated with “just a centrepiece” or “just a cake”. For most clients, ignorance equals sticker shock when they discover the reality of what correctly priced goods actually cost – not the undercut tat that many pass off all in the name of “competition”. Thanks Mr Bailey for ripping the bandaid off the sore point of pricing.
Nicky
June 7, 2012
Can we say jealous? I’m sorry but to call exceptional work disgusting is disgusting in itself. You are priced not only for supplies but your creative eye and the amount of time allocated to create your vision. I’m sorry but her response actually made me laugh out loud.
Bunn Salarzon
June 7, 2012
Thank you for posting this and being so transparent for us. I’m not a florist or event planner, but I am a wedding photographer so this still resonated with me.
Pam Archer
June 7, 2012
Charge what you’re worth, or you will be worth what you charge.
I think you were very gracious with your comments.
Michelle Christensen
June 7, 2012
Hi Preston,
it is unfortunate that clients do not realise that hand made, unique and custom made is labour intensive.
I design and hand make bespoke jewellery, hair accessories and hand made silk flowers. The cost of the materials is expensive and the hours that goes into one piece is never recovered in the cost.
When a client wants something special and beautiful they do need to pay accordingly as the skill, time and effort that goes into each piece to produce a quality unique piece is reflected in each piece.
It doesn’t matter if it is flowers, jewellery or invitations; when you ‘create’ it please understand that the price reflects the quality of the item you are buying and that you are getting exactly what you want; so it all becomes very personal to you and my goal is to create your vision.
Have a lovely day
Michelle
Redki – Wearable Art
Ricardo Rivera
June 7, 2012
Dear Dalilah, if you are not a designer and do not have the market for that prices, and the most important if you do not believe you can do it, then you are totally right, first of all you have to believe you can do it then you have to try and start making incredible designs, then you have to look for the market that pay you for designing incredible unique centerpieces, also you will have to invest in a nice place and a lot of maney to make a brand or a name, then you will have to charge that prices to cover all that expenses and still make money, then you will start understanding why you have to charge that prices to still be in business.
eventually if your client appreciated your work , they will pay for it, just be creative and don t think , give value to your work and people will value it, don t be cheap and ignore the long hours and the effort you put in this job
June 7, 2012
WHAT WOULD YOU LIKE TO SAY?
Gloria
June 7, 2012
A few things Delilah
~I’m sorry to hear that you don’t feel that florists aren’t entitle d to make a living by charging for their services proportionately to any other professions
~The mark-up of cheap mass produced goods and services is often much higher that the mark-up of high end ones. Sometimes the people who produce them live in grinding poverty. It that how you prefer your flowers arrangements to be made?
~ These flower arrangements produce spin off jobs and benefits for many other people, employee’s vendors and their families. Anyone who does this should be as proud of that as of their flower arrangement.
~Truly I’m thankful there is a place in the world for not only good but for extraordinary! A place where people strive to evolve their craft and themselves through their work.
~It’s easy (almost) to copy someone else’s original design without even acknowledging the debt you owe to your industry colleagues. And this industry owes Preston a huge debt!
Gloria
June 7, 2012
Ugg. Sorry for the typos. Wish we could edit.
Navjot Kaur
June 7, 2012
Preston, First of all, It takes a lot to come out in the open and talk about their own pricing. My question to anyone making strong statement against would be that can they find any flaws with the design itself. It is detail oriented design yet very subtle and elegant. Another thing is that Preston is talking from his own experiences as he has worked extremely hard to be where he is today. I feel many a time it is jealousy but why! Why we can not be open enough to learn from his experiences and try that out in our business. I would rather thank Preston for being honest and sharing the valuable advice from time to time.
Kris
June 8, 2012
I agree and am proof to the statement that if you create designs so different and compelling that clients will pay. My business is growing and currently figuring out the expansion of the studio. Population of the town I am in is 17,000 with 3 FTD florists in a agriculture based economy. Not the typical ‘city’ but we are drawing customers from over a 100 mile radius and calls from all over the country for local delivery.
Miguel
August 29, 2012
Well said Preston!,