Networking tips for your floral design business
Like it or not, networking is a vital part of growing a successful floral business. Making new connections, and growing your network of potential clients and referral partners, is critical to your business and personal growth. Networking can often make people feel nervous and uncomfortable, but it doesn’t have to be difficult. The key is to take a genuine approach – be true to yourself and honest with new connections. Remember, networking is about building relationships and sharing knowledge.
My Networking Philosophy
Give > take
Giving is always better than taking! Look at networking as a way to build community and support vs. “what can I get out of this relationship?”. It’s about genuinely caring for people and wanting to give them value without expecting anything in return. If you have skills, tips, or connections to offer other people, (and you definitely do!) don’t be afraid to share freely. Helping other business owners is an amazing way to build trust and credibility – which is bound to return to you when those new connections are looking to refer business leads to someone they trust and value!
Quality Connections
We all have a story to share, and getting to know others’ stories can help us connect deeply and build relationships. When you work with people you know and trust, you offer your clients something invaluable - a recommendation for other amazing vendors that can make their wedding or event perfect!
Networking 101: Tips & Tricks
Elevator Pitch
Maybe you’ve heard of an elevator pitch? If not, it’s a trick for introducing yourself in a memorable and helpful way. If you met a stranger on an elevator, could you describe your business in an effective way before the doors opened back up? Try this exercise – Write down who you are, what your business offers, and how it can help others. Now read it and make adjustments until you’re happy with the results. The more concise the better! If you are too wordy, new people won’t remember the important parts.
Business Cards
You can have traditional business cards printed or a QR code to share info digitally, but always have a way to share your information. You never know when you’ll make a connection with someone who needs a florist. Having a way to share your business information is vital.
Stand Out
Don’t be afraid to stand out! Consider bringing small flowers to share at networking events, or getting creative with your business cards by adding pressed flowers or plantable seeds. There are hundreds of ways to get creative, but it’s always a benefit if meeting you is a memorable experience.
Be Yourself
Are you an outgoing extrovert who loves making new friends everywhere you go? Awesome! You probably don’t need these tips at all. Get out there and do your thing! But if you are more of an introvert, or just prefer your privacy and a smaller circle of close friends, networking can feel more challenging. Remember - It might be necessary to push your comfort level a bit by making new connections, but that doesn’t mean you have to be someone you’re not. If in-person networking events are too overwhelming, try Facebook groups! If you hate the idea of participating in a group event, reach out to individuals and invite them to coffee. There’s no “right” way to build a network, so find what works for YOU.
Four Ways You Can Network
Networking can be nerve wrecking, especially when you’re just starting out, but remember – even the most seasoned business owners and networkers were once in your exact spot. We all have to start at the beginning! Try these simple ideas for getting started as a new networker.
1. Compliments + Coffee
Reach out and compliment those you look up to and respect in the industry. Everyone appreciates positive feedback and this can be an effective way to start a connection. Choose vendors who genuinely seem to align with your brand and invest time getting to know them. To create a strong network of vendors you can rely on, you need to truly know and trust your referral partners. Invite new connections to coffee or cocktails and make time to get to know more about them personally, as well as their business. You might just end up with more than work associates. I have several friendships that started with coffee and compliments!
2. Preferred Vendor List
Many venues and vendors have a group of people they work with regularly. They usually call this their "preferred vendor" list. As you establish your business and work with new people and locations, start creating a list of your favorites. If you love a venue or vendor, ask if you can join their preferred vendor list. Be sure to return the favor when possible too! You might add your favorite vendors and venues to your website, or do a feature series on social media to highlight your favorites.
Pro tip: It can be tempting to accept any/ all invitation to become a preferred vendor, but make sure to align yourself with venues that truly are a good fit. Things to consider:
Location - How far are you willing/ able to travel?
Cost - Are the average wedding budgets aligned with your prices?
Vendors - Are other vendors on the list at your level?
Competition - How large is the list? Are there already several floral designers that have a similar style?
3. Vendor Events + Associations
Most areas have sponsored vendor events where you can find vendors who meet up on a regular basis. Join these associations and attend these events to connect to your industry and regional vendors. I recommend joining WIPA (Wedding International Professionals Association) as well as local floral association in your area.
Another great place to connect with local professionals is through local Facebook groups. Look for groups that focus on general wedding industry vendors, groups for florists only, freelance professionals groups, and other creative groups like The Rising Tide Society. These groups are a great place to connect freely and get advice from entrepreneurs in your region.
4. Styled Shoots
Participating in styled shoots is an amazing way to create community. Be selective when joining styled shoots, because you are spending time and resources and you want to use the opportunity to work with vendors who value the same quality and attention to details as you.
Curating your own styled shoots also helps you to connect. Creating your own shoot gives you control of the design portion and the ability to hand-pick vendors who align with your brand and mission.
Beyond creating connections, a styled shoot needs a purpose and a clear plan. You are investing your time and energy, plus the cost of a perishable product, so make sure there is a strong ROI for your contributions. Doing a shoot just for the pretty without a plan will burn you out and is not cost effective for a new florist. Make sure you have a publication plan or strong marketing purpose for the styled shoot.
Now Go Build Your Network
The only thing left to do is get out there and make connections! Try these networking associations as a starting place:
Become a part of FLOURISHING!
Flourishing is an independent course, created to guide you through the process of becoming a floral designer or floral freelancer. But we know how valuable a supportive community is, so we created a network to go along with the course! Members have access to a private Flourish Facebook Group where you can ask questions and connect with other budding florists.