The Floral CEO

Jeni Becht
  • 4.9 (36)
  • Entrepreneurship
  • Updated Weekly

Struggling to turn your floral design talent into a profitable, scalable, and stress-free business? Welcome to The Floral CEO® Podcast—the ultimate audio destination for wedding and event florists, flower-shop owners, and creative entrepreneurs who want to book bigger budgets, price with confidence, and lead like a true CEO. Hosted by Jeni Becht, award-winning wedding florist, event designer, and floral business coach with 25 + years in the industry, each weekly episode dives into: Profitable pricing strategies: markup formulas and minimums fine-tuned for weddings & events Magnetic marketing & local-SEO hacks: social posts, blogs, and Google tricks that attract high-budget couples and planners High-converting sales funnels: inquiry replies, proposals, and follow-up scripts that turn curious leads into dream clients Streamlined systems & smart outsourcing: workflows, templates, and hiring tips that free you from the design bench CEO mindset & sustainable growth: leadership habits and eco-friendly practices that keep both you and your business flourishing Jeni pairs real-world success stories with actionable strategies you can implement today, so you’ll spend less time hustling and more time designing breathtaking bouquets, installations, and arrangements. Ready to scale your florist business and reclaim your life? Follow, subscribe, and leave a review on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast app. 🌸 Connect & learn more: Website & free resources: http://floralceo.com Instagram & Facebook: @‌thefloralceo Turn your passion for flowers into the six-figure floral business you deserve—one episode at a time. Website- floralceo.com Social @‌thefloralceo.com

  1. 1d ago ·  Bonus

    Creative Ways to Find and Hire Floral Freelancers

    One of the questions I hear ALL THE TIME: “Where the hell do I find freelancers?” My answer? Do not start looking the week you desperately need 5 people. 😂 BUILD YOUR BENCH BEFORE YOU NEED IT. Start following other florists in your market. Follow their freelancers. Like their posts. Comment. Cheer them on. Say hi at the wholesaler. Actually BUILD relationships. And here is one of my favorite little tricks: When I see another florist post a thank-you Story and tag all of the freelancers who worked with them… SCREENSHOT. Then I go follow those people. I have a folder in my phone specifically for freelancers. So when I suddenly need help? I am not starting from zero. I already have names. Then: Post in your Instagram Stories. Ask your personal Facebook network. Reach out to another floral studio. Look at temp help. Use community groups. And PLEASE stop assuming everybody who helps you needs 10 years of floral experience. Some of the best help in my business started with ZERO floral experience. They can: process flowersclean bucketsprep hard goodsfill vasesorganizeprocess rosesloadcleansupport production You can teach skills. But if someone is hardworking, dependable, has amazing energy, and you actually LIKE being around them? That person could become one of your biggest assets. Build the relationships before the emergency. Your future wedding-week self will thank you.

  2. 6d ago

    You’ve Hit a Revenue Ceiling. Now What?

    What do you do when you feel like your foot is all the way down on the gas… but your business is not going any faster? You are working. You are busy. You are exhausted. But your revenue has been sitting around the same number for the last two or three years. The answer is not automatically: Work harder. Post more. Book more weddings. Launch another offer. In this episode, Jeni explains why a revenue plateau is usually a signal that something inside your business has hit a constraint—and your job as CEO is to figure out exactly where that constraint is. Because feelings are not facts. And throwing random marketing at a problem you have not diagnosed is not a growth strategy. Start with the numbers Before changing anything, look at what is actually happening. How many inquiries are coming in? How many turn into consultations? How many receive proposals? How many actually book? Where are those inquiries coming from? What is your average booking? What is your capacity? What are you spending your time selling? Those numbers tell you where the business may be getting stuck. Growth Lever #1: Leads Do enough qualified people know you exist? If you simply do not have enough inquiries, then yes—you may have a visibility problem. But you do not need random followers. You need more of the RIGHT people seeing your business. That could mean: planner relationshipsvenue relationshipsSEOGoogle reviewsInstagramstrategic styled shootsnetworkingpreferred vendor listsemail marketingreferralspast client relationshipsLook at where your best weddings have actually come from. Then lean harder into what is already producing qualified leads. Do not double down on marketing simply because it makes you feel busy. Growth Lever #2: Conversion Maybe inquiries are not the problem. Maybe people are finding you—but they are not booking. Then you may need to look at: response timeinquiry communicationqualificationyour brochureyour portfolioconsultation processproposalsfollow-upnext stepspricing and perceived valuedifferentiationIf you get 30 inquiries and only book five, generating another 30 inquiries may not solve the real problem. Sometimes the fastest way to grow revenue is getting better at converting the leads you already have. And when someone does not book? Ask why. Feedback may not always feel good, but it can give you incredibly valuable information about what needs to change. Growth Lever #3: Average Sale A plateau does not automatically mean you need more weddings. Imagine you book: 30 weddings × $5,000 = $150,000. You could try to add 10 more weddings. Or you could increase your average booking: 30 weddings × $6,500 = $195,000. That is $45,000 in additional revenue without adding another client. Increasing your average booking could come from: higher minimumsprice increasesstronger installation salescandle and rental offeringspremium upgradesbetter recommendationsproper service feesteardown chargesstronger full-service positioningYour next chunk of revenue might already be hiding inside the clients you currently have. Growth Lever #4: Capacity Maybe your marketing is working. Sales are working. Pricing is working. And you are simply FULL. Then you do not have a marketing problem. You have a capacity problem. If you are: designing everythinganswering every emaildoing every consultationprocessing every flowerloading every vehicledoing every teardown there is only so much more the business can produce. Growth may require: freelancersproduction helpadmin supportan assistantdelegationstronger systemsbetter floral recipesstandardized processesbetter schedulingimproved inventory systemsIf the business is already full, more marketing is not growth. It may simply create a longer waiting list for your burnout. Growth Lever #5: Offer Mix What percentage of your capacity is going toward your lowest-value work? Maybe you are doing: $35 arrangementstiny wedding ordersrandom deliverieslow-priced workshopssmall jobs that constantly interrupt your week Small orders are not automatically bad. But the mix matters. If low-value work consumes all of your time and energy, you may not have the capacity to pursue the work that could actually move the revenue needle. You may need: fewer small weddingsmore full-service weddingsmore premium à la cartestronger corporate workmore profitable workshopsdifferent products or servicesYour revenue ceiling may actually be an offer-mix problem. Your pricing may simply be too low If you are: constantly bookedreceiving plenty of inquirieshearing yes easilyworking at capacityand still not hitting the revenue you want look at your pricing. Your prices may not have caught up with demand. Raise the minimum. Raise individual line items. Raise delivery. Raise labor. Raise installation charges. Raise teardown. Sometimes you simply need to raise the damn price. Look at your positioning Maybe your revenue goal has grown… but your brand has not. You want $15,000 weddings, but your website still communicates: “affordable wedding flowers.” You want premium clients, but your portfolio still shows mostly budget weddings. Your marketing may still be attracting the version of the client you wanted three years ago instead of the client you want next. Your revenue goal can outgrow your brand. And then ask what you are avoiding Maybe you already know: I need to raise my prices. I need to stop accepting those weddings. I need to follow up. I need to hire. I need to fire. I need to rebrand. I need to reach out to planners. I need to stop taking $500 jobs. But instead? You decide you need a new logo. Sometimes a revenue plateau is not a strategy problem. It is an avoidance problem. The 5 Growth Levers When revenue feels stuck, audit these five areas: LEADSDo enough qualified people know you exist? CONVERSIONAre enough of those people booking? AVERAGE SALEAre they spending enough? CAPACITYCan you realistically handle more business? OFFER MIXAre you spending your time selling the right things? Then ask: Which lever is actually stuck? Look beyond revenue too Flat revenue does not always mean a stagnant business...

  3. Oct 5 ·  Bonus

    The Art of a tear down

    Wedding teardown can either feel incredibly organized… or like complete f*****g chaos. And the difference usually comes down to whether you had a plan before the night even started. In this episode, Jeni breaks down the systems she uses to make wedding teardown faster, easier, and far less stressful. From realistic teardown windows and strategic storage to candles, carts, containers, floating candle water, inventory organization, and loading the vehicle, this episode is packed with practical tips florists can immediately use on their next event. Start with a realistic teardown window One of the biggest mistakes is agreeing to a teardown timeline that simply does not match the amount of work involved. If you have boxes to retrieve, rentals to collect, candles to extinguish, flowers to distribute, arches to dismantle, containers to pack, and inventory to load, a 30-minute teardown may simply not be realistic. Jeni typically wants at least an hour. If the venue cannot provide that amount of time, start strategically dismantling anything that can be handled before the official teardown begins. The teardown needs to be designed around reality—not wishful thinking. Plan where your packing supplies live Your teardown strategy begins during setup. Where are your: boxesrental binspackaging suppliescandle containerstotescartsgoing to be stored during the event? They should be somewhere accessible, organized, and easy to retrieve at the end of the night. If you hide everything in a difficult storage room on the opposite side of the venue, you have created extra work for yourself before teardown even begins. Step 1: Get the flowers out If possible, Jeni tries to get as many flowers into guests' hands as possible. If the last dance is at 11:30, she may ask whether she can arrive around 11:10 or 11:15 and begin gathering flowers near the exit or handing arrangements directly to guests. The more flowers that leave with guests: the less you have to dismantlethe less you need to compostthe less you have to carrythe faster teardown becomesDesigning centerpieces inside removable mechanics or containers can make this process even easier. Arch flowers, aisle flowers, centerpieces, and other pieces may all have the potential to go home with guests depending on the event. Blow out candles FIRST Before moving candles, extinguish them. Then let the wax settle. Moving votives or candles while the wax is still melted can create a completely unnecessary cleanup nightmare. Jeni shares one of her favorite teardown tools: a powered candle blower used at a low setting to quickly extinguish large numbers of candles. The important part is not blowing wax everywhere—so use the right speed and let everything cool before packing. Use a cart Stop walking back and forth from every table carrying a handful of votives. Use a cart. A two-tier utility cart allows you to move through rows of tables and collect: votivesbud vasespillar candlesfloating candlestaper candlesrental containersThen roll everything to one centralized teardown station. This works beautifully during setup too. Drive. Drop. Drive. Drop. Create a teardown station Once items are collected, have a dedicated area where everything gets sorted. Open your bins. Bring over the trash. Separate inventory. Pack like with like. Jeni uses different containers for different sizes of candle rentals so small votives go with small votives, medium with medium, and large with large. It may feel slower in the moment. It actually saves enormous amounts of time later. Because the next time you prepare inventory for an event, you are not opening six boxes filled with random mismatched pieces. Organize tonight for the next wedding Teardown is not only about leaving the venue. It is also about setting Future You up for success. If you use multiple sizes of: votivespillar baseschimneyscandlesrental vesselssort them correctly before they go back into the vehicle. A little bit of organization at midnight can save you a ton of time during the next production week. Have a floating candle strategy Floating candle vessels create another teardown issue: water. Bring a bucket. Ask the venue where water can appropriately be dumped. Do not assume every sink is designed for disposal. Some venues have designated dumping sinks while others have handwashing sinks that should never be used for teardown water. Ask. Then discard floating candles appropriately and pack the glassware. Protect your inventory Before moving carts or loading vehicles, make sure everything is stable. Do not balance a loosely packed tote of glass chimneys on the edge of a cart and hope for the best. Secure your bins. Distribute weight appropriately. Prevent buckets from tipping. Protect glassware. A few extra seconds of strategic packing can prevent broken inventory, cleanup, and replacement costs. Do one final sweep Before leaving, check for commonly forgotten rental items. Jeni specifically looks for: bridal bouquet vasesbridesmaid bouquet vasesrental containersarch piecescandle inventorybucketsmechanicsThe client may assume a vase belongs to them when it is actually part of your rental inventory. Do not leave money behind at the venue. Load strategically Your vehicle should have a packing order too. Large or awkward items may need to go in first. Then stack similar-sized totes together. Use heavier items strategically. Secure buckets so they do not fall when you turn a corner. The same intentional approach you use to design the wedding should carry through to how you dismantle and load it. In this episode, Jeni talks about: Why teardown needs to be planned ahead of timeCreating realistic teardown windowsWhat to do when a venue gives you too little timeWhere to store teardown supplies during the weddingGetting flowers into guests' handsDesigning centerpieces that are easier to distributeWhy candles should be extinguished firstUsing a powered candle blowerWhy every florist needs a cartCreating a centralized teardown stationSorting rental inventory by sizePacking tonight for your next eventSafely handling floating candle waterRespecting venue cleanup proceduresPreventing broken rental inventoryRetrieving bouquet vasesLoading your vehicle strategicallyKey takeaway A smooth teardown does not happen because you suddenly become fast at midnight. It happens because you created a strategy before the wedding even started. Plan the timeline. Store your supplies intentionally. Get flowers out. Blow out the candles. Use a cart. Sort as you go. Protect your inventory. Load strategically. Teardown d...

  4. Sep 30

    What Happens After You Hit the Goal? The Next Level

    What Happens After You Hit the Goal? You wanted more inquiries. You wanted more weddings. You wanted higher revenue. You wanted people to know your name. And then one day you look around and realize: Holy shit. It worked. So… now what? In this episode, Jeni talks about a stage of business growth that does not get discussed enough: what happens when the business is successful, but you realize the way you are operating it cannot continue forever. Because success can create an entirely new set of problems. You can have the revenue you wanted and still be exhausted. You can have a packed calendar and secretly dread the weddings on it. You can have a team and still answer every question yourself. You can have more inquiries than ever and still wonder: Do I actually want to run this business this way for the next 10 years? Jeni explains why the next stage of growth is not automatically about doing MORE. Sometimes your next level is bigger. Sometimes it is more profitable. Sometimes it is more premium. And sometimes it is actually simpler. Maybe your dream business is not a $500,000 floral company with dozens of weddings. Maybe it is a $250,000 business with strong margins, 20 incredible weddings, a small team, premium clients, months of breathing room, and enough freedom to be home with your family. The goal is not to blindly keep increasing revenue. The goal is to intentionally design the business you actually want. Start with how the business feels One of the first questions Jeni recommends asking is: What gave me the ick? What clients drained you? What venues do you never want to work at again? What services make you resentful? What parts of the business make you feel overwhelmed? What are you doing simply because you have always done it? As your business grows, you earn the ability to create stronger boundaries around what belongs in the next version. You are the business owner. You get to decide. Your next level might require subtraction Early-stage businesses often grow by adding. More services. More offers. More weddings. More workshops. More products. More marketing platforms. More everything. But mature businesses often grow differently. They subtract. They stop offering things that are not profitable enough. They stop accepting clients that drain them. They stop doing marketing that produces no meaningful return. They stop doing $35 work when that same time and energy could help land a $3,500 wedding. Just because something helped build your business does not mean it belongs in its future. Sometimes something was the bridge. It does not have to be the destination. Stop automatically assuming the next goal is more revenue You hit $100,000. So now you need $200,000? Then $300,000? Then $500,000? Why? Maybe you want that. Great. But eventually revenue should stop being the only scorecard. Start thinking about: ProfitOwner compensationAverage bookingRevenue per weddingRevenue per working weekendLabor percentagesHours workedTime offFamily timeEnergyCreative fulfillmentMaybe the goal becomes: How do I make MORE from LESS? Instead of booking 10 more weddings, could you increase the average value of the weddings you already have? Your next level may not require more clients. It may require better economics per client. Your role has to evolve too In the beginning, you are everything. Florist. Designer. Salesperson. Buyer. Delivery driver. Bucket washer. Bookkeeper. Marketer. Cleaner. Customer service. But eventually, you need to ask: What actually requires ME? Maybe your highest-value role is: Creative directionHigh-level salesClient relationshipsBrand visionStrategyTeachingLeadershipIf the business gets bigger but absolutely everything still needs you, you have not really scaled. You have just gotten busier. Hire for the life you want Do not only ask: “Where do I need help?” Ask: What would the right help give me back? Friday night? Sunday morning? A CEO day? Time with your kids? Creative space? Less production? Less admin? More energy? The right team should help create the life you are trying to build—not simply allow you to cram more work into it. Protect what you still love Scaling does not mean you need to stop touching flowers. If you love making bouquets, keep making bouquets. If installations light you up, keep installations. If consultations energize you, keep doing them. The goal is not to remove yourself from everything. The goal is to remove yourself from the things that no longer need you—or that you no longer want to own. Your brand needs to evolve too The brand that helped you book your first $3,000 wedding might not be the brand that books your first $30,000 wedding. Look at: Your websiteYour portfolioYour languageYour pricingYour minimumsYour offersYour client experienceYour social mediaYour vendor relationshipsDoes your business still represent the person you were when you started? Or does it reflect where you are going? Create space Sometimes the next level requires space before you know exactly what will fill it. You cannot create the next workshop, premium service, creative direction, or strategic move if every ounce of your capacity is consumed by the current business. Sometimes you need to say: “I’m not doing that anymore.” Even before you have completely filled the space with something new. Space gives you the ability to think. Create. Strategize. And evolve. The dream-business framework Jeni breaks the next stage of growth into four questions: KEEP What is working AND feels good? What do you want more of? CUT What is draining, unnecessary, outdated, unprofitable, or no longer aligned? What needs to disappear? CHANGE What is working but needs to operate differently? Raise the price. Change the process. Delegate it. Create a boundary. Simplify it. CREATE What is missing from the business you actually want? A better team? A CEO day? A new offer? Different clients? More time off? More creative work? More margin? More freedom? Ask yourself this If you were rebuilding your business TODAY with everything you now know… Would you build it exactly the same way? If the answer is no, that is your in...

  5. Sep 28 ·  Bonus

    What Successful Florists Do Differently

    10 Things Successful Florists Do Differently Have you ever looked at another florist who seems to be crushing it and wondered: What are they doing differently? After years of owning a floral business, working alongside other florists, and coaching floral entrepreneurs, Jeni has noticed patterns. And the interesting part? Most of them have very little to do with being the most talented floral designer in the room. In this episode, Jeni breaks down 10 traits and habits she consistently sees in successful florists—and the good news is that every one of them can be learned. Success leaves clues. You can start borrowing the habits that are working for other successful business owners and intentionally build them into your own business. They take action before they have all the answersSuccessful florists do not wait until everything feels perfectly safe. They send the email. They launch the website. They try the installation. They approach the planner. They take the next step before they feel 100% confident. That does not mean they are less scared. They simply spend less time negotiating with the fear. They know their numbersSuccessful florists know more than their revenue. They understand: flower costslaborprofitabilityaverage bookinginquiry numbersconversionlead sourceswhat is profitablewhat is notRevenue can look impressive. Profit tells you what is actually happening inside the business. And successful florists use their numbers to make decisions instead of avoiding them because they feel uncomfortable. They are boringly consistentSuccess rarely comes from one viral post or one lucky wedding. It comes from repetition. Posting even when the Reel only gets 300 views. Networking even when it does not immediately produce a referral. Sending the email. Improving the process. Showing up week after week. Most businesses are built through hundreds of relatively boring repetitions. Being boringly consistent is a superpower. They follow upSuccessful florists do not automatically interpret silence as rejection. They follow up on the proposal. They follow up with the planner. They follow up with the venue. They stay connected with relationships they have already built. A shocking amount of opportunity goes to the person who simply remembered to follow up. They build relationships before they need somethingStrong referral relationships are not built by suddenly emailing a planner and saying: “Send me weddings!” Successful florists build relationships over time. They show up. They connect. They collaborate. They have coffee. They help. They refer. They become somebody people know and remember. Your next $20,000 wedding may not come from Instagram. It may come from somebody who knows your name. Relationships compound. They do not try to serve everybodyAs florists become more successful, they become increasingly comfortable saying: “That is not my client.” “That budget does not work.” “That service is not something I offer.” “That event does not fit my capacity.” Success is not only about learning what deserves a yes. It is becoming really good at knowing what deserves a no. They are willing to sellBeing talented is not enough. Successful florists talk about their offers. They recommend things. They follow up. They explain value. They ask for the sale. They make it easy for someone to understand what they offer and how to buy it. You can be the most talented florist in your market and still have a struggling business if nobody knows what you sell or how to hire you. Successful florists are willing to be salespeople. They protect profitability—not just the bookingSuccessful florists are not seduced by every big revenue number. They pay attention to: product costlabordeliverysetupteardownlogisticstimeThey do not accept a wedding simply because it would look great in their portfolio. The goal is not to book every wedding. The goal is to book the right wedding at the right price. They build systems before they desperately need themAt the beginning, you can wing a lot. Eventually, that stops working. Successful businesses build: inquiry systemsproposal templatesfloral recipesfreelancer processesproduction schedulesload liststeardown systemsfollow-up sequenceslead trackingSOPsIf everything lives inside your head, the business cannot easily grow beyond you. Systems create capacity. 10. They reflect instead of just moving on After the wedding, successful florists ask: What worked? What took too long? What did we overbuy? What did I underprice? Where did we lose time? What should we change next time? Experience alone does not automatically make you better. Reflection is what turns experience into improvement. The bigger takeaway The successful florists Jeni sees are not magical. They are not always more confident. They are not necessarily more talented. They have developed habits that support the business they want to build. They take action. They know their numbers. They show up consistently. They follow up. They build relationships. They set boundaries. They sell. They protect profit. They build systems. And they learn from what happened. You do not have to master all 10 tomorrow. Instead, ask yourself: Which one of these habits would make the biggest difference in my business right now? Then start there. Success leaves clues. Pay attention to the habits—not just the highlight reel.

  6. Sep 23

    How to Build a Profitable À La Carte Floral Program

    Can a $750, $1,000, or $1,500 wedding order actually be profitable? Absolutely. But only if the process is designed to be simple. In this episode, Jeni breaks down how she approaches à la carte wedding flowers so smaller orders can still make financial sense without creating the same amount of work as a full-service wedding. She shares a recent à la carte order that came in around $1,100 and included a bridal bouquet, four bridesmaid bouquets, boutonnieres, corsages, and a simple drop-off delivery. No consultation. No elaborate installation. No hours of custom revisions. No complicated setup. The order was intentionally simple. And that simplicity is one of the biggest keys to making à la carte profitable. But Jeni also explains why the value of these weddings can go far beyond the money from the actual order. That recent delivery introduced her to a venue she had never worked at before. She met the venue coordinator. She was invited into a photographer’s collaborative Instagram post. She created social proof. She now has the possibility of doing a styled shoot at the venue. And the coordinator even expressed interest in developing floral packages for future clients. All from one relatively small à la carte wedding. Profit starts with structure À la carte should not be a cheaper version of full service. It needs its own boundaries. Jeni uses starting prices, defined color palettes, base recipes, and limited customization so the planning and ordering process stays simple. A client purchasing à la carte flowers should not expect a fully custom recipe filled with premium blooms and exact Pinterest-inspired flower varieties. That is full service. À la carte is designed to be: streamlinedrepeatablesimple to ordersimple to produceeasy to communicateprofitable to executeUse base recipes One of the easiest ways to simplify à la carte is to create dependable base recipes. Instead of designing every bouquet from scratch, know approximately how many: focal flowerssecondary bloomsfiller flowersgreenery stemsgo into each size and style of arrangement. Then you can adapt the recipe to different color palettes without reinventing your entire production process. This also makes ordering much easier and helps protect your flower-cost percentages. Create clear expectations Clients need to understand exactly what à la carte means. If your starting price assumes simple, seasonal flowers, it should not suddenly include premium imported blooms because the client found a Pinterest photo filled with them. You can still create flexibility. If a client wants a premium bloom or limited customization and the order makes sense for your business, adjust the price accordingly. The goal is not to become so rigid that you turn away every opportunity. The goal is to create enough structure that customization does not become chaos. Look at the whole opportunity A smaller wedding can sometimes provide value beyond immediate profit. It may give you: a new venue relationshipa new planner connectiona photographer relationshipsocial media contentprofessional imagesa collaborator postportfolio workexperienceconfidencereferralsThat does not mean taking unprofitable jobs for “exposure.” The order still needs to make financial sense. But profitability is not always limited to the dollars on that single invoice. Piggyback strategically À la carte can become even easier when it fits alongside work you are already producing. If you already have a full-service wedding in a similar color palette that weekend, a smaller order may fit naturally into your flower ordering and production. You already have the product coming in. You are already processing flowers. You may already be working in that palette. As long as the smaller order is priced correctly and does not create unnecessary complexity, it can become an efficient additional revenue stream. In this episode, Jeni talks about: How to make smaller wedding orders profitableWhy à la carte needs a different process than full serviceA recent approximately $1,100 à la carte weddingWhy reducing client touchpoints protects profitabilityUsing flower-cost markups correctlyCreating base recipes for bouquets and arrangementsBuilding streamlined color palettesSetting expectations around premium bloomsWhen limited customization can make senseCharging appropriately when customization is addedWhy strong boundaries keep à la carte from becoming custom workUsing similar color palettes across multiple weddingsFinding opportunities in smaller ordersCreating portfolio contentUsing collaborative Instagram posts for additional visibilityBuilding relationships with photographers and venuesGaining confidence through additional wedding experienceWhy smaller weddings can sometimes open bigger doorsÀ la carte is not full service at a discount À la carte needs to be its own offer. Clients get: simplicitydefined choicesstreamlined communicationlimited customizationbeautiful flowers They do not get unlimited customization, extensive consultations, elaborate installations, or premium bloom requests while paying à la carte prices. The structure protects the client experience and your profitability. Key takeaway Do not look at a smaller wedding and only ask: “How much money am I making on this one transaction?” Ask: Is it profitable? Is it easy? Does it fit my production schedule? Can it create portfolio work? Could it introduce me to a new venue or vendor? Does it give me valuable experience? Can I turn one small opportunity into something bigger? When à la carte is structured correctly, small orders do not have to feel like annoying little jobs. They can become profitable, strategic building blocks in your business. Learn more about the Floral CEO Mastermind at floralceo.com/mastermind, or DM Jeni on Instagram @thefloralceo with any questions.

  7. Sep 21 ·  Bonus

    Money. Momentum. Me.: The Rule of 3 for a More Productive Day

    Have you ever worked your ass off all day, gotten to 11 o’clock at night, and thought: What the hell did I actually accomplish today? You answered emails. Ordered supplies. Scrolled Instagram for inspiration. Washed buckets. Updated something in Canva. Ran errands. Stayed busy all day. But somehow, you still feel like you did not move anything meaningful forward. In this mini episode, Jeni breaks down a simple productivity framework to help you stop confusing busy with productive. Instead of beginning the day with a gigantic to-do list and ending it focused on everything you did not finish, choose three things that would make you feel good about the day if they were completed. One Money Move. One Momentum Move. One Me Move. That’s it. Everything else is extra. 1. The Money Move Every day your business is open, do one thing that has the potential to create revenue. That does not mean money has to land in your bank account immediately. It means you are actively creating an opportunity for money to come into the business. That might look like: Following up on a proposalSending an estimateResponding to an inquiryReaching out to a plannerPitching yourself to a venuePosting about an offerSending an invoiceCreating an upsellEmailing your listBefore you spend hours making something prettier, ask: What am I doing today that could actually make money? Revenue-producing activities deserve space on your calendar before busywork does. 2. The Momentum Move Your Momentum Move is something that makes tomorrow, next week, or next month easier. It might not be urgent. Nobody may be emailing you about it. Nothing may be on fire. But it moves your business toward the bigger goal. That could include: Building an SOPUpdating your brochureCreating a lead-tracking systemFinishing a website pagePlanning next week’s contentOrganizing floral recipesCreating a base recipeBuilding a consultation templateUpdating your portfolioDocumenting a processUrgent work screams. Future-building work whispers. But the future version of your business is built in the work that is not screaming for your attention today. 3. The Me Move Your productivity plan should not be: “How much usefulness can I squeeze out of myself today?” You are one of the things your business needs you to take care of. A Me Move is one thing that gives you energy, supports your health, or simply makes you feel good. That might be: Going to the gymTaking a walkEating an actual lunchDrinking waterGetting outsideSpending time with your animalsSitting with your dogCalling a friendRestingDoing something just because you enjoy itYour body and your brain are business assets. Stop treating them like unlimited resources. The Rule of 3 Before your day begins—ideally the night before—choose: MONEYWhat one thing could create revenue? MOMENTUMWhat one thing moves my business forward? MEWhat one thing will make me feel better as a human? If those three things happen, you won the day. Everything else is bonus. Key takeaway You do not need to get everything done to have a productive day. You need to decide what actually matters before the day starts. One Money Move. One Momentum Move. One Me Move. Do those three things consistently and you will start building revenue, creating traction in your business, and taking better care of the person responsible for making all of it happen.

  8. Sep 16

    How to Be Better at Sales Without Feeling Like a Used Car Salesman

    Does selling make you feel gross? Do you worry that following up makes you annoying? That recommending something more expensive makes you pushy? That asking someone to book feels like pressure? In this episode, Jeni breaks down why good sales does not have to feel sleazy, manipulative, or uncomfortable. At its core, sales is helping someone make a decision. And as a service-based business owner, your job is to provide solutions. That does not mean convincing every inquiry to hire you. Sometimes the best sales outcome is: “Yes, let’s book.” And sometimes it is: “This probably isn’t the right fit.” The goal of the conversation is not always YES. The goal is clarity. Jeni shares a recent inquiry where a client wanted an extensive fusion wedding with a floral budget that simply did not support the vision. Instead of trying to force the wedding into an unrealistic budget, she educated the client, explained what different pieces would cost, provided starting pricing, and offered realistic alternatives. Because getting the booking is not the only goal. The wedding still needs to be profitable. From there, Jeni dives into one of the biggest mistakes florists make in sales conversations: making the conversation about themselves. “Do they like me?” “Do they think I’m expensive?” “Am I talking too much?” “Am I good enough?” Meanwhile, the client is wondering: Can I trust this person? Does she understand what I want? Will this be beautiful? Will this process be easy? How much will this actually cost? The fastest way to feel less salesy is to stop making the conversation about yourself. Instead, ask better questions. Understand what they care about. Listen for the problem underneath the flowers. Make recommendations based on your expertise. And confidently invite them to take the next step. In this episode, Jeni talks about: Why good sales is really good serviceWhy your goal is not to convince every inquiryHow to know when a client is simply not the right fitWhy educating a client can still be a successful sales outcomeProtecting profitability during the sales processWhy sales conversations should focus on the client—not your insecurityAsking better consultation questionsWhy harder questions often create better conversationsListening for the real problem behind what a client is asking forThe difference between being an expert and being an order takerWhy recommending upgrades is not automatically upsellingReallocating budget instead of simply adding moreWhy you should stop apologizing for your pricesHow to address a proposal that comes in above the client’s target budgetGiving clients concrete options instead of discountingWhy silence is not rejectionWhy follow-up is professional—not annoyingSetting expectations around proposal holds and deadlinesWhy proposals do not sell themselvesHandling price objections without immediately lowering your priceWhy objections can be an invitation to continue the conversationHow a defined sales process creates confidenceWhy you are not meant to book every clientStop making sales about you The client is not sitting there wondering whether you feel awkward. They are wondering: Can I trust you? Do you understand my vision? Can you solve this problem? Will this be easy? When you shift your attention away from yourself and back to serving the client, sales immediately feels different. Ask better questions Instead of simply saying: “Tell me about your wedding.” Try asking: What are the three things you care about most visually? When your guests walk into the reception, how do you want them to feel? Where do you want the flowers to have the most impact? What are you comfortable keeping simple? Is your budget or your floral vision more important? Have you talked with other florists? What has not worked in those conversations? What would make this feel like a really successful floral experience for you? The better your questions, the better your ability to recommend the right solution. Recommend—don't just take orders Clients are not hiring you because they already know exactly what they need. They are hiring you because you are the expert. If you know a design change will create more impact, say it. If moving money away from cocktail flowers and toward the head table will create a better overall result, recommend it. If simplifying one area allows them to protect something they care deeply about, explain that. Selling is not always adding more. Sometimes great sales is helping someone spend the same money more strategically. An expert makes recommendations. An order taker simply takes the order. Stop apologizing for your price If a client said their budget was $5,000 and the full vision comes to $8,750, you do not have to apologize. You can simply explain: “This is the investment for the full vision we discussed. If staying closer to $5,000 is the priority, I have several ways we can simplify the design.” Then offer real solutions. Remove two tall centerpieces. Reduce bridesmaid bouquet size. Simplify candle quantities. Adjust the service level. You are not discounting. You are changing the scope. Silence is not rejection You tell them the price. They stop talking. Do not panic. Do not immediately say: “We can make it cheaper!” Give them space. They may simply be processing information they have never encountered before. Stop objecting to your own price before the client does. Follow-up is not desperate Following up does not mean: “Please book me! Please love me!” It can simply mean: “Did you receive everything?” “Do you have any questions?” “Are there any areas you’d like to adjust?” “Would it be helpful to hop on a quick call?” Silence does not automatically mean no. And your proposal does not stop selling just because you pressed send. The sales framework ASK Understand what they actually want. LISTEN Hear their priorities and the problem underneath the request. RECOMMEND Use your expertise instead of simply taking an order. INVITE Clearly explain the next step and ask them to take it. Key takeaway Your job is not to convince everyone. Your job is to help the right person decide. Good sales is good service. Ask better questions. Listen. Make recommendations. Provide solutions. Invite them to move forward. And stop objecting to your own damn prices before the client does.

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About

Struggling to turn your floral design talent into a profitable, scalable, and stress-free business? Welcome to The Floral CEO® Podcast—the ultimate audio destination for wedding and event florists, flower-shop owners, and creative entrepreneurs who want to book bigger budgets, price with confidence, and lead like a true CEO. Hosted by Jeni Becht, award-winning wedding florist, event designer, and floral business coach with 25 + years in the industry, each weekly episode dives into: Profitable pricing strategies: markup formulas and minimums fine-tuned for weddings & events Magnetic marketing & local-SEO hacks: social posts, blogs, and Google tricks that attract high-budget couples and planners High-converting sales funnels: inquiry replies, proposals, and follow-up scripts that turn curious leads into dream clients Streamlined systems & smart outsourcing: workflows, templates, and hiring tips that free you from the design bench CEO mindset & sustainable growth: leadership habits and eco-friendly practices that keep both you and your business flourishing Jeni pairs real-world success stories with actionable strategies you can implement today, so you’ll spend less time hustling and more time designing breathtaking bouquets, installations, and arrangements. Ready to scale your florist business and reclaim your life? Follow, subscribe, and leave a review on Apple Podcasts, Spotify, Amazon Music, or your favorite podcast app. 🌸 Connect & learn more: Website & free resources: http://floralceo.com Instagram & Facebook: @‌thefloralceo Turn your passion for flowers into the six-figure floral business you deserve—one episode at a time. Website- floralceo.com Social @‌thefloralceo.com

Information

  • Creator
    Jeni Becht
  • Years Active
    2022 - 2026
  • Episodes
    401
  • Rating
    Explicit
  • Copyright
    © 2026 Jeni Becht
  • Show Website
    The Floral CEO

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