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Attracting the romantic market

In a recent survey in 'Wedding' magazine, readers took an average of twelve months to get from popping the question to walking down the aisle. Whilst it may not be worth your while getting too detailed too early in the proceedings, there is no harm in the enterprising florist 'cultivating' potential brides before they spend their entire budget on the dress and the catering.

With this is mind, iflorist in association with the Flowers & Plants Association have come up with a check list of business tips to ensure the blushing bride says 'I do' to you:

First impressions - Remember, first impressions count. You can guarantee if a couple has sourced you on the internet or in a directory, they will also have other florists on their list. Make sure you are courteous, talk with confidence about your service and make it clear that nothing is too much trouble - this will be a very valuable asset to a frazzled bride-to-be.

Consultation - Make the bride feel special. Be certain to pick a time when you can devote all your attention to the client. Excusing yourself to serve customers or answer the phone will give them the impression that you are not 100 per cent focused on their big day. Many florists organise wedding consultations after normal working hours to ensure this doesn't happen, or even visit the client at home.

Budgets - Explain to a bride the reasons why it is difficult to give an exact quote a year in advance. It is vital that they feel in control, there is nothing worse than feeling you are being bulldozed in to raising your budget. Explain how flower prices fluctuate at wholesale level constantly, depending on supply and demand and the seasons. You will find that brides appreciate your honesty, and will trust you more. If the bride gives you a definite idea about the look they want to achieve, but are more flexible about the flowers used, this will help.

Know your customer - Brides these days are usually older, more independent, may be paying for the wedding themselves and don't come umbilically attached to their mothers or their future mother-in-law. There has been a growing trend towards brides doing their own wedding flowers and this is probably due to their need to have more creative control but also a fear of spiralling costs. Make it personal - The more information you can give to a bride the better. Most brides will want their flowers to mean something to them. Give them information about meanings of flowers, colour, star signs (see the F&PA website) - anything that will make them feel they are getting that extra bit of service.

Listen - Be careful to listen to what the bride wants and always take notes that you can refer back to at a later date. Some will have a clear image of what they want in their heads while others may need advise. Don't be afraid to ask for colour swatches of the wedding dress or bridesmaid dresses to make sure you are on the right track.

Portfolio - Make sure you have an up-to-date and varied portfolio of your work and, if possible, testimonials from brides willing to sing your praises. The portfolio will instil them with confidence about your wedding work, give them a starting point to work with and may inspire new ideas which they had not previously considered.

Keep in touch - Once the bride has chosen the flowers and bouquets she wants, keep in touch. While you may have booked the job in your diary, you may not be aware of any changes to the colour scheme, that there are now three bridesmaids instead of two, or that there is a new reception venue. Letting the bride know that you are in control takes some of the mounting pressures off her shoulders.

Check and double check - Weeks before the wedding, make sure you have the correct delivery times and dates. A bride does not want to be frantically worrying when her bridal and bridesmaid bouquets are going to arrive. When you deliver the flowers to the door, be cheery and wish the bride well - this extra mile in customer service will be remembered by the bride, who may recommend you to others, and by brides-maids who may need flowers at a later date.

Say thank you - When the big day is over, call the couple to thank them for using your wedding service and wish them all the best for the future. This gives you the chance to find out whether they were happy with your service (if so, don't be afraid to ask for testimonials) and keeps the door open for future business from both the couple, their family and friends.