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On the Level with Neville: May 2009
Here Comes the Bride |
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Written by Neville MacKay
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I was recently in Milwaukee where I did a presentation on today’s brides and what they are looking for and expecting…and as we all know, they are after a lot these days! Thankfully, after talking to folks, I can tell you that whether you’re in Chilliwack or Moncton, what a bride wants doesn’t differ too much.
Etiquette has changed drastically from even 30 years ago (and that’s not that long ago…well, not for many of us!). I remember when I first started consulting I was forewarned if she was (scandalous!) pregnant, living with someone or worse! Then there would be no awkward moments when talking about her dress colour. Really, it was TV shows like Maude, All in the Family and The Jeffersons that let us see that love comes in all sorts of different forms and, most importantly, needs to be celebrated! Mind you, Archie Bunker would keel over in his chair if he saw that two men may get married now!
Like I said, times have changed, but there’s still one important thing we must do as florists in order to secure a place in the wedding industry and that is to build a reputation of being not only a good florist, but one who really cares! So, that said, let me tell you what I do here with regards to consulting with a bride.
I do many sit-downs with brides (and grooms!) and work hard to build a relationship that will work for both of us. I get one or two a year that I know are going to be nothing more than a pain, so I will either offer another florist for them (which can be mean…to the other florist!) or thank them, but let them know that I cannot accommodate their needs (or demands!).
I rarely do “drop-ins” (now, if it were Brad Pitt, well…) as I think a wedding is important enough to take the time to set up a meeting. When making an appointment, I like to find out the wedding date, colours and preferences also. This way, I can be prepared when we meet. Building a new relationship with a bride is like going on a first date; at least it is from what I remember. When we meet, we’ll sit and have a good chat about her: her dress, colours, venues, etc., and I will tell her a bit about me. Frankly, one of the first things I do is ask to see her ring! This tells her that I am interested, and for me tells what sort of budget they may have! Be afraid of the diamond chip!
Oh my goodness, brides ask silly things, don’t they? I spend more time playing the part of “Man-Landers” for these misguided souls than anything else, it seems! So many now are clicking away on the Internet for ideas and choices and, although knowledge is power, it can also be dangerous. “I want! I know I saw!” Please, spare me! We have to let them know that we do this daily for a living, and have a lot more experience than they do (although I have done weddings for many second and third timers!). Try not to make a bride look stupid (even if she is) and instead guide her by using appropriate wording to steer her in the right direction. (Imagine how hard it is for me to be subtle!?!) Remember, they are looking for your expertise.
Create a need for yourself as a professional florist and show excitement when offering flowers. I’m not one for handing a bride a book and letting her pick out what she wants; even when she brings a photo, I suggest a little custom work to make the bouquet special to her. A little gesture like this can go a long way to build confidence.
I never talk money when discussing flowers for a wedding. Even when asked, I suggest we see what can be done, and determine all that later. You see, by creating and selling a need, you often will get more from a wedding. We’ll always find money if it is something we think we have to have! Brides love free stuff (who doesn’t?) so be sure to offer something: be it free consultation, a tossing bouquet, (which I always do) or some petals for the reception tables.
As for a price quote, I don’t do one right away, but find out where they’ll be the next day, so I can send one to them by courier. This is also a great way to promote your business, as I always send a little bouquet with the quote and I get many positive comments from this.
So, the next time you have to sit with a bride, smile, be engaging, and if necessary, take a little sedative…whatever gets you down the aisle! Remember we are the voice of experience! We sell beautiful flowers that will create lasting memories for so many, and that is a power we must use to the best of our ability!
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