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 pre-qualifying leads before consultations?
✅ Structure your consultation flow—cover the key details without overwhelming the client.
✅ Clearly communicate your pricing early to avoid misalignment.
✅ Practice positioning yourself as an expert in your market and niche.
✅ Set clear next steps at the end of each consultation to close sales more efficiently.

Resources Mentioned in This Episode:

• Calendly (Free & paid scheduling tool)
• Floral CEO Mastermind (Includes the full Floral Foundations Course for wedding florists!)
• Jen’s Pricing Guide & Proposal Templates (Available inside the Mastermind)

📌 Want to streamline your wedding consultations and book more dream clients?
Join The Floral CEO Mastermind—where you'll get access to Jen’s full step-by-step process, templates, and live coaching!

👉 Learn more at http://TheFloralHustle.com/mastermind

Join the Conversation!

💬 What’s your biggest struggle with wedding consultations? Send Jen a DM on Instagram @‌TheFloralHustle and let her know!

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