Stop Winging It: How to Price Your Floral Work for Real Profit
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Show Notes
In this real, unfiltered episode—recorded straight from the new farm—Jen shares a whirlwind update about life, animals, and a big pricing lesson after a client balked at a $225 tall centerpiece. She dives deep into the psychology and math of floral pricing, why “cheap” isn’t the word to use (say “value-based” instead!), and how to build confidence by pricing for profit, not panic.
If you're feeling confused or frustrated about pricing—or underpaid for your talent—this episode is a must-listen.
🔑 Key Takeaways:
- Value-based language matters: Use terms like “value-based flowers” instead of “cheap” to elevate perception.
- Clients don’t know what flowers cost—pricing transparency helps.
- Your perception of “affordable” may be completely different from your client’s.
- Stick to your formulas: Jen explains her go-to pricing method (3x markup, double hard goods, + labor percentage).
- Labor isn’t optional—price it in. Tear downs, deliveries, installations all carry cost.
- Repurposing ≠ free: If you’re moving florals post-ceremony, charge for that time.
- Expenses add up: Car maintenance, freelancers, gas, rentals—it all cuts into your bottom line.
- Confidence is cash: Knowing your worth and standing firm attracts the right clients.
📌 Pricing Formula Recap:
- Flowers: Wholesale cost × 3 (or more depending on your market/expenses).
- Hard Goods: Double your cost (i.e., $7 vase → $14).
- Labor: Add 25–35% of the subtotal (or more depending on setup complexity).
- Delivery/Setup/Tear Down: Charge based on time, staff, venue logistics, and stress level (yes, that matters!).
💡 Resources Mentioned:
- ✅ Free Pricing Guide: http://thefloralhustle.com/pricing
- 💪 Floral CEO Mastermind: http://thefloralhustle.com/mastermind