How to develop a strategy for wedding and event enquiries

The key to managing event enquiries is a repeatable workflow that moves a lead from first contact to a paid booking as quickly as possible. The most effective strategy is to use a standardised enquiry form to filter leads, followed by a structured consultation and a professional, itemised proposal that includes your payment terms.

Step 1: Standardise the initial enquiry

To avoid spending hours on dead-end leads, you need specific information upfront. Instead of just an email address, use a contact form on your website or a set list of questions for phone enquiries. You should ask for:

• The Date: Check your availability immediately.
• The Venue: Consider travel time and any specific venue rules.
• The Occasion: Is it a wedding, a corporate gala, or a funeral?
• Estimated Budget: This helps you determine if their expectations match your pricing.

Step 2: The Consultation

For large events like weddings or corporate functions, a 20-30 minute consultation (via phone, video call, or in person) is essential. This is your chance to build rapport and demonstrate your expertise. For funerals, this should be handled with extra sensitivity, often through a brief phone call or by liaising directly with the funeral director.

Tip: Set a specific "consultation day" each week to prevent your administrative work from taking over your floral design time.

Step 3: Create a Professional Proposal Template

Once you've discussed the vision, send a formal proposal. A high-quality template saves time and makes you look professional. Your proposal should include:

Section	What to include
The Vision	A brief summary of the style, colour palette, and "vibe."
Itemised List	A breakdown of arrangements (e.g., bridal bouquet, 10x table centres, 5x buttonholes).
Logistics	Delivery, setup, and "strike" (collection) fees.
Validity	State that the quote is valid for a set period (e.g., 14 days).

Step 4: Terms for Deposits and Payments

Cash flow is vital when dealing with expensive flower orders. You must be clear about how and when you get paid. In the UK, it is standard practice to use the following structure:

1. The Booking Fee: A non-refundable fee (often 20-25% or a flat fee like £100) to "save the date." Ensure your contract clearly states this is non-refundable to cover your admin and the loss of other potential work.
2. The Final Balance: This should be paid in full 4 to 6 weeks before the event. This ensures you have the cleared funds to pay your wholesalers before you even touch a stem.
3. Changes: State a "cutoff date" after which no major changes to the order can be made.

Best Practices

Maintain a professional boundary by keeping all enquiries in your business inbox rather than social media DMs. Respond to new enquiries within 24-48 hours; even if you can't provide a full quote yet, a quick "I've received this and will get back to you by Friday" builds immense trust with a potential client.