Proposals That Sell

How To Write Proposals That Sell

And Book More Weddings More Quickly

a downloadable course by Alison Ellis

Hey, Floralpreneur!

Welcome to How To Write Proposals That Sell And Book More Weddings

More Quickly. I’m so glad you’re here! I’m taking you behind the curtain of

my business to show you how I build a wedding proposal.

A lot of time and preparation goes into a proposal before booking an event

and over the years I’ve learned how to streamline my pre-booking process

while still delivering a personalized quote for my customers.

Creating a proposal takes quite a bit of time, focus and creative energy

which is why ﬂorists sometimes delay them. We want to give it our best

effort, but that means time…and ideas…and we’re not under deposit yet.

Sitting down to write a proposal is a commitment. And there’s no guarantee

our work will result in a booking. So we push it off….

…And the longer we wait to write the proposal, the longer the client is kept

waiting, and the longer it takes to ﬁnally book the job!

A template makes it easier to write proposals, which allows for a faster turn

around time to your customer, and that will help you book clients more

quickly.

You can take the tips in this proposal template and turn them into your

very own customized proposal template that allows you to book more of

your ideal clients more quickly. You can employ these tips with any of the

proposal software programs you may currently be using.

I hope you’ll enjoy the course. If you have questions for me please be in

touch! Shoot me an e-mail any time. Thanks for being here.

With love from me to you,

Alison!

Getting Started

First up, The Anatomy of A Wedding Proposal explains how I approach the body of

a proposal and exactly which details I share with customers prior to booking.

Then, A Real Wedding Proposal shows you how my proposal template translates

into a custom event for a real wedding with an $11,000 budget. This is a

preliminary proposal with the exact level of detail I sent before signing a contract.

Next, The Wedding Invoice shares the real itemized list to correspond with the

proposal. New!: You’ll also ﬁnd some tips on how you can present a proposal

without itemizing your quote.

Up next,!Presenting The Proposal!gives you an e-mail template which you can copy

or modify to suit your own style when presenting a proposal to a client.

This presentation has to both “sell” and “state your terms” so the customer can

easily get to yes.

Then, After The Proposal has tips to follow-up and close the sale including an e-

mail template “How to follow up if you haven’t heard back from a client.”

Finally, A Wedding Proposal Template which you can use to create your own

custom template to reﬂect your unique voice.

Take this template and run with it!

Tips to getting started:

•

Give yourself a deadline to write and send proposals for new clients.

•

Try to aim for 14 days from the time they ﬁrst contact you to the time they sign a

contract and send a deposit.

•

Likewise, give yourself a deadline on how much time you’ll dedicate to a

proposal. I think less than 2 hours is a good goal. (Consider 1 hour to generate

an invoice, 1 hour for proposal side.) The more you perfect your template the

quicker you’ll be!

Remember: Writing proposals should not be painful.

It should be professional. It should be representative of you/your work/your

company. It should not be sloppy or rushed. And it should not take 5 hours!!

The Anatomy of A Wedding Proposal

This is The Anatomy of A Wedding Proposal. Here’s the basic layout I use for

every event.

First, list out all of the important client info.

Wedding date, Couple’s names, E-Mail, Phone #’s, Location of ceremony &

reception, Time, Number of invited guests, and perhaps the name of the

photographer, venue coordinator, or other key players.

Description: The overall style for this wedding is

natural, yet elegant with a relaxed, fun and

summery feeling designed in a palette of vibrant

summer colors including purples, blues, yellows, reds,

raspberry pinks and oranges. Including ﬂowers such as

roses, freesia, delphinium, ranunculus, lisianthus,

snapdragons, fresh greenery & herbs.

Bridal bouquet: Hand-tied bouquet in a natural style to complement style of

bride’s dress. (After booking I will add details here, but before we’re under

contract, this is all I say.)

4 Attendants wearing: shades of purple.

Bouquets: Smaller, but similar to bridal

bouquet with perhaps a few different ﬂowers

or colors to set apart from bride.

Flower girl (Age 5): Small basket of petals to toss.

Boutonnières

Groom: to match bride.

Groomsmen: similar.

Father of Bride: similar.

Father of Groom: similar.

Grandfathers: similar.

Clutches & Corsages

Mother of Bride: Small clutch bouquet.

Mother of Groom: Small clutch bouquet.

Grandmothers: pin-on corsages or wrist corsages.!

Use a description of the

overall tone of the event.

Choose words your clients

identify with in your

description. Are they earthy?

chic? classic? elegant?

How do they describe

themselves and their style?

I either list flowers the client has

pinned or leave the bouquet

language somewhat vague.

For example, “Using flowers as

mentioned above.”

If you include inspiration photos

you need fewer words to explain

the vision.

If there’s a specific request for colors or

greens or succulents or berries, I note it

here, but I’m just looking for a head

count at this point on bouts & corsages.

Ceremony Flowers

For an outdoor ceremony: Birch arbor (on-site) with fresh

ﬂowers and greenery along the top of the arbor.

2 Large arrangements to place on either side of altar.

Tall and showy arrangements including ﬂowers to

coordinate with the rest of the wedding party. These can

be used for an indoor ceremony or placed near the entrance

to the reception after the ceremony.

Aisle ﬂowers: Small glass jars to tie to chairs down aisle. These can be moved

to windows on the porch after ceremony.

Reception

15 Tables (seat 8 per) Centerpieces: Designed in the

vessel of your choice in colors and ﬂowers selected

by clients. We can add votive candles if you’d like.

I can leave clear glass vases of water for your bouquets.

Bar: Small vase for a little color.

6 Cocktail tables: Small vases for color.

Restroom: Small vase to add a little color to ladies’ room.

Additional details you may consider

Escort card display: We can add moss & fresh blooms

or a few metal lanterns (rental items).

Flowers for mantelpiece: Garland of fresh

greenery and ﬂowers to coordinate with reception

decor.

Cake ﬂowers: A few fresh blooms for color.

Congratulations on your upcoming wedding!

Please call or e-mail with any questions or concerns you may have. !

Repurpose items that

can be used more

than once to

highlight their value.

I keep it non-specific

unless specific palette &

flower choices were

provided by client.

I want to show I

understand the direction,

but not give away a

complete description.

Ideas can still change at

this point & we’re not

under contract yet.

A thoughtful proposal

includes additional services

you can provide or requests

from the client that may fall

outside their ideal budget.

This is a great place to

include rental items,

candles, arbor, etc.

Below are a few inspiration images we can use as a jumping off point.!

Photos are your

friend. Include

images of your

work OR copy

images from the

client’s Pinterest

board. I usually

include 4-6

Wedding date: Sunday, July 5, 2015

Couple’s names: Anne & Adam

Contact: Mother of Groom

E-Mail: __________________________ Phone #: ___________________

Location of ceremony & reception: Private home. Time: 5:00 pm

Delivery time: 12:00ish # of guests: 140

Description: The overall style for this wedding is “rustic meets romantic” with a

classic palette of green and white including blooms such as white and green

garden roses, gardenias, freesia, succulents, snapdragons, green and white

hydrangea and lots of fresh greenery. Reception will be tented with a gardeny

feeling and lush ﬂoral designs on the tables.

Bridal bouquet: Hand-tied bouquet of whites and green including ﬂowers

such as green and white garden roses, white freesia, white peonies if available,

succulents and a few touches of foliage such as geranium.

Floral wreath for bride: delicate halo of white blooms.

Maid of Honor wearing: black.

Bouquet: Smaller white and green bouquet to match bride.

2 Children in wedding: Grandson (age 2), Granddaughter (age 1) Wagon detail

and small basket to sit in wagon.

Boutonnières

Groom: to match bride, green & white (probably spray roses or freesia).

Father of Bride: similar.

1 Groomsman: similar.

2 Brothers & 1 Brother in law: similar.

2 Ushers: similar.

info@ﬂoralartvt.com ! ! www.ﬂoralartvt.com

A Real Wedding Proposal

I always include the day of the week

and the date as a double-check.

Clutch bouquets & Corsages

Mother of Bride: Pin-on corsage.

Mother of Groom: Small clutch bouquet with gardenias & a hair ﬂower.

Groom’s sister & sister-in-law: hair ﬂowers & small clutch bouquets.

Ceremony Flowers

Planning for an outdoor ceremony, but same/similar plan will be used under

the tent in case of inclement weather.

Caretaker is building a birch arbor which we’ll decorate with 2 large corner

pieces.

Reception

Place card display: Fresh ﬂowers & garlands for place card table.

10 Rectangular Wooden Tables (seat 10 per) with faux burlap runners and pea

pod green napkins. Centerpieces: Floral “runners” of fresh greens and white

ﬂowers to extend down length of table. Including ﬂowers such as white

hydrangea, white & green garden roses, peonies, gardenias, freesia and

snapdragons.

Mother of groom has candles: 12 votives per table and we’ll also incorporate 7

pillar candles (mix of 6-9” tall) throughout the design.

I suggest you display the bridal bouquet at reception. You may do the same

with ladies’ bouquets if you’d like. I can leave clear glass vases of water for your

bouquets.

3 Bars + 4 Cocktail tables: We talked about small ferns in glass vases with

moss.

Mantelpiece: Large branchy piece with moss, succulents and a few blooms to

accent mantel.

Congratulations, Adam and Anne!

Please call or e-mail with any questions or concerns you may have.

I include a personalized

congratulations in the

proposal.

It’s an honor to be chosen to play a pa! in y"r wed#ng day.

Floral Artistry Core Values

As a creative business I strive to provide high quality ﬂowers & superior design

technique along with integrity & honesty by committing to these core values:

1. Service.

My clients are #1. Each couple is unique, as are their needs. I design my service

experience around my clients because no two weddings are alike. I’m proud to

provide expert advice & personalized service.

2. Communication.

I treat my customers with respect, honesty & transparency. I aim for prompt

responses. My couples are important to me. It’s important that they know this

from our ﬁrst e-mail to our ﬁrst proposal & all the way through the wedding

day.

3. Details.

Details create the experience. Weddings require precision & timeliness. There

are no do-overs. Details matter. I do details.

4. Environment.

Floristry is tough on the environment. It’s my aim to be as eco-friendly as

possible from the moment the ﬂowers enter my studio to the time they arrive at

an event. This entails sourcing eco-friendly product if possible, composting,

reducing use of chemical solutions & a commitment to grow more of my own

blooms each year.

5. Share.

Every wedding booked provides at least 165 meals through!the Vermont

Foodbank. Last year, Floral Artistry provided 5,400 meals!to Vermonters in

need.!!!

Sample Inspiration photo for bride’s bouquet…provided by bride!



Note to Floralpreneurs: This is the only inspiration photo we worked from for

the entire wedding. I don’t know who to credit so if anyone knows the designer

who made this give me a shout! xo. -A!

The Wedding Invoice

The Wedding Invoice is a template I made in Numbers on my Mac. I used to

include itemized pricing directly in each proposal. A couple of years ago, I

started giving an estimated total without any itemization before booking. Now,

I send a proposal and a separate itemized invoice to potential customers. Next

year, who knows how I’ll do it, but for now I like the simplicity of a proposal to

describe the vision and an invoice that corresponds to it.

Owning a business gives you the ability to adapt and change with the times.

Do things as you like. Use an accounting program or make your own template.

Streamline your processes to save yourself time!!

What If You Don’t Want to Itemize?

Some ﬂorists prefer to give a lump sum or an estimated total, instead of an

itemized quote.

I’ve sent non-itemized invoices/proposals and it’s worked just ﬁne. I still book

weddings and I haven’t experienced any pushback. However, I like to itemize

my quotes.

I simply decided that itemizing works best for my business and my brand.

Transparency is what I’m offering to my clients and itemizing is in line with that

promise.

Now, that said, there are certainly times when I may choose to NOT itemize….

like when I can tell that someone’s vision is far out of line with their budget, for

example. Instead of itemizing every ﬂoral piece, I might give them an

“estimated minimum purchase” and let them try it on for size….this way, I’m

still engaging with them and offering them accurate pricing info, but I’m not

investing more time than is needed before conﬁrming we’re a budget match.

Sometimes I’ll give an “estimated total purchase before tax” if I get an inquiry at

a particularly busy time of year (like mid-wedding season!), but I want to turn

the proposal around quickly…OR…if I can tell someone is shopping based on

price…OR if I know that budget isn’t an issue and the customer just “wants

what they want”, well, I may give a lump sum total in order to book the gig and

then itemize the invoice after they’ve booked.

Note: I always itemize the invoice at some point; if not in the initial quote, then

after they’ve booked.

Here’s how you might present a “lump sum” instead of an itemized quote:

Create a proposal following this template, but instead of sending an invoice,

simply add a line at the bottom of the proposal that says:

“Estimated total purchase: $11,000 (6% sales tax must be applied to total)”

“Estimated grand total= $11,000 + tax”

There’s something cool about the term “grand total”…it doesn’t shy away from

the fact that this number may be big….this quote includes many custom made

items…. that’s why the total is “grand”.

So…should you itemize or just offer a “grand total”?

This is going to depend on several factors, which means you will likely have to

do some experimenting to truly ﬁnd out for yourself!

Here are 3 questions to consider before choosing your proposal method:

First, ask:

1. What does your ideal customer need from you in order to get to “yes”?

For each ﬂorist the answer will be different.

For some, the customer really needs to see how everything breaks down

and adds up in order to move forward…..

while other ﬂorists will easily book a $25,000 ﬂoral design job based

solely on reputation, credentials, “street cred" and overall awesomeness

with very few speciﬁc details required….

each business/brand must recognize the currency in which they deal.

Next, answer the following 2 questions:

2. What are your customers’ money shoes?

Meaning….Is this a HUGE purchase for them? Or do they spend this

money happily with you?

If your client has an easy relationship with money, if they spend freely,

they may actually prefer less detail….they’re used to paying for

“experiences”. On the other hand, clients who can’t spend as readily may

make more careful consideration when choosing a wedding vendor and

therefore itemized pricing is more comfortable for them.

3. Does your customer trust you?

The trust factor is crucial when it comes to booking with ease….the more

a client knows, likes & trusts you/your brand, the easier it is to get to yes.

It can take years to earn (and deserve!) this trust; it’s an ongoing process.

The answers to these 3 questions can help you understand how to best sell to

your ideal customers and help them get to yes. Easily. Happily. And quickly.!

Presenting The Proposal

After preparing a quote, I promptly send an e-mail to present the proposal to

the client along with my invoice and contract.

Here’s an example of an e-mail to a potential customer:

Dear Lisa,

It was really nice to talk with you about some of the details of your

wedding day. I put together a proposal for your wedding ﬂowers based on the

details we discussed and you should ﬁnd it attached. Please look it over and

don’t hesitate to be in touch with any questions you may have. We can still

make any necessary changes up until 35 days before your wedding.

You will also ﬁnd an itemized invoice and a copy of my contract

attached. If you decide you’d like to work with me a signed contract and $700

deposit will secure your date. A $3,500 minimum is requested for your event.

As a courtesy I will honor this quote for 7 days, until September 1st,

unless I hear from you before then.

Please let me know if you have any questions for me. I look forward to

hearing from you soon.

My best,

Alison

Note: Include all of the “business info” the customer will need in order

to move forward with you. This includes a requested minimum order, contract,

payment details, a deadline/expiration date on the proposal and all of your

contact info including e-mail, phone and mailing address.

Make it easy for them to book! Line up all the pieces so the booking

process is clear.

After the Proposal

After you send the proposal, it’s important to follow up! I know that

sometimes it isn’t easy to check in and follow up—some ﬂorists are really

intimidated by the idea of hearing a “no”, so they just send a proposal and wait,

and wait, and wait….

I’ve heard ﬂoral designers say that they haven’t heard back in “a month”

from a potential client…..well, why not? Did the client hear from you this

month? If not, it’s time to follow up.

A good business owner doesn’t leave loose ends. Tie up those loose

ends and follow through with proposals you’ve sent so you can close the book

and move on….either by accepting a deposit, or crossing them off your list.

Here’s an example from my 12 E-mail Templates for Florists on how to

follow up if you haven’t heard back from a potential client:

Dear Lisa,

I’m writing to follow up on the proposal I sent last week to see if you

made any decisions about your wedding ﬂowers. If you have any questions or

need some additional info from me please feel free to be in touch.

If you are still interested in working with me I’d be happy to honor my

original quote until next Friday. If you’ve decided to work with another ﬂorist I

wish you all the best with the rest of your planning.

I look forward to hearing from you.

Best regards,

Alison

Up next: A Wedding Proposal Template you can copy & paste.

A Wedding Proposal Template

This is A Wedding Proposal Template. What you’ll see here is a stripped down

version of how I write proposals in about an hour (or less). I hope it will help

create a more seamless proposal writing process for you and help you to book

more events. Use this template to create a custom template for your company.

Instructions for use:

You can copy this ﬁle into your own Word or Pages doc or Copy and “Save

as” a ﬁle you’ll name “wedding proposal template”.

Adjust your template to reﬂect your visual branding. Add your logo to the

top of the ﬁrst page to create your own letterhead, along with your tag line

and complete contact info.

Read line by line to adjust the template for each customer. Add or delete

line items as required. Make the proposal your own by adding your voice &

style where you can.

Add photos that are speciﬁc to each client. Images help the client visualize.

It assures that you & the client both understand the style & feeling of the

day.

Optional: Create a “closing page” to highlight your company’s voice or

brand, list additional services, or policies you’d like to share with your

customers.

Save the updates you make to this basic template and voila, you have your

own unique proposal template.

Your new template will allow you to move more quickly through each quote.

(You can delete the instructions page from your template once it’s set up.)

Remember: Step 1 is always to copy & “Save as” before editing your template

so you don’t lose your original ﬁle. I use the couples’ last names and wedding

date to name my proposals. You’ll make adjustments to your new template for

each customer, as well as an invoice or total estimated budget.

Note: If you work at the same venues multiple times per year make templates

with the decor requirements speciﬁc to each location.

I wish you a successful upcoming season. Keep doing beautiful work!

With love from me to you,

Alison!

Put your logo here to create letterhead!

Add your tag line here…Rep your brand!

List your contact info here including:

Mailing Address (so they can send a check), Website (so they can re-visit

your portfolio, discover your blog, re-read your “policies”, etc.), Phone (so

they can call you if they need to reach you), E-mail address (so it’s clear!)

Wedding date:

Couple’s names:

E-Mail:

Phone #:

Location of ceremony: Time: 4:00

Location of reception: Time: 6:00

Location of ceremony & reception: Time: TBD

# of guests: Delivery time: TBD

Description: The overall style for this wedding is …

Bridal bouquet: Hand-tied bouquet in a natural style to complement style of

bride’s dress.

# Attendants wearing: TBD.

Bouquets: Smaller, but similar to bridal bouquet with perhaps a few different

ﬂowers or colors to set apart from bride.

Flower girl (Age ?):

Boutonnières

Groom: to match bride.

Groomsmen: similar.

Father of Bride: similar.

Father of Groom: similar.

Grandfathers: similar.

Ring bearer (Age ?): smaller, similar.

Clutches & Corsages

Mother of Bride: Small clutch bouquet.

Mother of Groom: Small clutch bouquet.

Grandmothers: pin-on corsages.

Ceremony Flowers

For an outdoor ceremony: Arbor adorned with fresh ﬂowers and greenery

along the top of the arbor.

2 Large ceremony arrangements to place on either side of altar: Tall and

showy arrangements including ﬂowers to coordinate with the wedding party.

These can be used for an indoor ceremony or moved inside after the

ceremony.

Wreaths for church doors: 2 wreaths at the entrance. (Can move to reception.)

Pew ﬂowers: Small ﬂoral bundles to tie to chairs down aisle.

Reception

Cocktail tables: Small vases with a few blooms for color.

Bar: Small vase for a little color.

# Tables (seat 8 per) Centerpieces: Designed in the vessel of your choice in

colors and ﬂowers selected by bride.

I suggest you display the bridal bouquet and attendants’ bouquets at

reception. I can leave clear glass vases of water for your bouquets.

Mantelpiece decor: Fresh garland of greenery & blooms to adorn mantel.

Additional details you may consider

Escort card display: Let me know if you’d like help with this. We can help

create a nice display here.

Cake ﬂowers: We can discuss this once you select your cake.

Restroom: Small vase to add a little color to ladies’ room.

Congratulations on your upcoming wedding!

Please call or e-mail with any questions or concerns you may have. !

Below you will ﬁnd a few inspiration photos. This is a jumping off point.

We can still reﬁne your vision from here.

NOTE TO FLORISTS: Here you’ll include inspiration photos from

Pinterest boards or samples of your own work here.

Use a photo editing program to make a collage (PicMonkey allows you to

make collages for free for example), or simply left-click to copy an image,

paste it and format to ﬁt page.

If the customer is really clear on the vision and palette I may only pick 2-4

photos from the Pinterest board to make a very simply collage.

If I have a lot of cool stuff to show them or there are a few ideas up in the

air, I might choose 6 images.

If you’re already in the habit of providing Pinterest boards for potential

clients you can include a link in your proposal here instead.

PHOTO SELECTION TIPS: I usually select 1-2 bridal bouquet shots, 1

centerpiece or centerpiece container shot, 1 photo that represents a

favorite ﬂower that may not be shown yet, and one shot that illustrates

either the overall palette or a focal piece or bigger ticket item like an

arbor or escort card display. Of course, if there’s a photo the customer

has selected as a favorite image I usually lead with that image as #1 in

the series. I try to capture the mood and vision as I understand it.

photo 2

photo 1

photo 4

photo 3

Optional closing page:

This is an opportunity to communicate any other pertinent info

you’d like to share with potential clients that might illustrate what

makes you & your company unique.

I list my company’s Core Values here.

This could be where you share additional services you offer such as

linens or other rental items you might provide. If you offer

additional styling or planning services you can pitch that here, too.

Tell

them about

you!

If you

don’t write it,

you can’t

book it.

Focus on your

ideal

customers.

About the Author

Hi. I’m Alison Ellis. I’m a ﬂoral

designer & creative business

owner, or as I like to say, I’m a

ﬂoralpreneur™.

I teach ﬂorists how rock the

business-side of their business with

free online training videos,

downloadable courses and one-

on-one coaching.

My courses are designed to help

you make more money, book

better gigs, type fewer e-mails, and

build a long-lasting brand.

I love to help educate and

empower ﬂorists to achieve their

business goals and keep doing

beautiful work, which is why!I share

heartfelt advice from my personal

experience with professional

ﬂorists around the world.

I’ve been in the ﬂoral industry for over 24 years and I started my own home-

studio ﬂoral business, Floral Artistry, in 2002, out of our 2nd story apartment. I

have a degree in Plant & Soil Science from The University of Vermont as well as

a minor in! small business.

I’m the author of!FLOWER MATH, The Florist’s Guide To Pricing And Proﬁtability,

E-mail Templates for Florists, Build A Better Website, Contracts For Florists,

How To Write Proposals That Sell, The Vault*, Wedding Workﬂow, and The Art

of Good Business, as well as several FREE courses with tips exclusively for ﬂoral

designers, which can all be found at: realﬂowerbusiness.com/free-courses

You’ll ﬁnd more free resources on my blog at realﬂowerbusiness.com.

To ask me a question or drop me a line e-mail:!!info@ﬂoralartvt.com

Thanks for checking out one of my courses!

photo: Ashley Largesse