October 15, 2024
#312: Flower Farming: Sales & Pricing in Your 1st Season
Field and Garden with Lisa Mason ZieglerAbout this episode
Sales & Pricing in Your First Season of Flower Farming Welcome to flower farming! If you're new to this industry, knowing about sales and pricing is crucial. This podcast covers strategies for your first season, including pricing transparency and customer loyalty. The Importance of Pricing Transparency Pricing transparency is key for your flower farming business. It's about being clear with customers and aligning with industry standards. Asking customers what they would pay can harm your reputation. Instead, set your prices based on research of reputable flower farmers and your costs. This creates a strong foundation for your pricing strategy. Remember, pricing can differ by location and market. A $25 bouquet may seem small in one area and substantial in another, so adjust based on local conditions and product quality. Understanding Seasonality It's important to educate customers about flower seasonality. Many may not know when certain blooms are available, leading to unrealistic requests, like brides wanting out-of-season flowers. Share your knowledge of seasonal blooms. For example, if peonies will be available next week, let customers know in advance to create anticipation and strengthen your connection. No Bartering, Please Bartering can undermine your professionalism. Haggling might imply you're not serious. Set clear prices and stick to them; customers should either buy at the price or not. Sticking to your prices builds trust and respect for your brand. It's better to reward loyal customers than negotiate with others. Rewarding Loyal Customers A rewards system for loyal customers can increase sales. Consider subscriptions for regular deliveries, providing steady income and fresh flowers for your best customers. Also, offer bulk discounts for larger orders, defining what qualifies as "bulk." For instance, a dozen bunches may qualify, but smaller amounts do not. Waiving delivery fees for larger orders can encourage bigger purchases and foster loyalty. Keeping It Simple As a new flower farmer, it might be tempting to offer many bouquet sizes, but this complicates things. Focus on one standard-sized bouquet that competes with supermarkets. Simplifying your offerings makes production easier and boosts profitability, allowing you to prioritize quality. Not Everyone Is Your Customer Understand that not all customers are a good fit. Some may expect more than you can provide or be difficult to please. Letting go of these customers helps you focus on those who appreciate your work. If a customer frequently complains or makes unreasonable demands, consider referring them elsewhere. Your time is valuable, and focusing on the right customers will yield better results. Building a Loyalty Program A loyalty program can encourage repeat business. Implement a punch card system for a free bouquet after a set number of purchases to reward loyalty easily. Show appreciation to regulars with special offers or freebies to retain customers and encourage referrals. Conclusion As you navigate your first season, remember that learning and adapting are vital. Stay connected with industry professionals and adjust your strategies as necessary. With dedication, you can create a successful flower farming business. For more resources, please visit our website . Mentions Lisa's Online Course: Flower Farming School Online: Basics, Annual Crops, Marketing, and More! Shop the TGW Online Store for all your seeds and supplies! Sign up to receive our weekly Farm News! The Field and Garden Podcast is produced by Lisa Mason Ziegler, award-winning author of Vegetables Love Flowers and Cool Flowers , owner of The Gardener’s Workshop, Flower Farming School Online, and the publisher of Farmer-Florist School Online and Florist School Online. Watch Lisa’s Story and connect with Lisa on social media!