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We're a huge fan of calculators. Just consider the fact that we've previously given away a rental calculator and a markup calculator to help you price your arrangements for maximum profit. But there's one more calculator we've talked a lot about, and that's the budget calculator we use Twisted Willow's website.
When we updated our website to increase our wedding conversions by 400%, this was probably the most complex piece. But it has been worth it in our processes as a company. We've decided to share our secret recipe for the budget calculator... next week. First, it's important to understand the "why" behind our most important tool for getting sales qualified leads.
We decided that we'd rather not pop those dream bubbles in the middle of a consultation. There's a pretty simple rule I've learned: if you ever try to educate someone and sell them in the same conversation, you're going to come off as a snake oil salesman. If we state what the client considers an enormous price and then try to convince them why it's fair, it will never happen. They need to be educated BEFORE that.
Instead of getting clients that hadn't been qualified or having to educate someone in the consultation, our online budget tool helps educate potential clients on how much they can expect to pay for their wedding florals. If they're comfortable with the projected range, they can schedule a consultation and go in confident that we'll be able to bring their big dreams to life.
At the root of it, you want to be able to keep the consultation about the flowers and the vision for the event, not the prices. By educating a potential client on pricing before the consultation, you can focus on what really matters, rather than tiptoeing around the elephant in the room.
A potential client who answers with the third option is most likely going to require more of your time. We'll get into what that means for their "budget multiple" in next week's article about the floral budget calculator itself but knowing that about the potential client can be crucial to knowing if they are the right fit for you or not. Perhaps you have several other large weddings around the same time as their's, if you know in advance that they will want to be very hands on and take more time than you have available, you can turn them down gently or recommend them to another florist.
Next week we're going to take a good look at exactly how our budget calculator works and give away our secret recipe so your web developer can develop a similar one for your website.