Stop Asking “What’s Your Budget?” and Be Braver in Your Marketing

There’s a familiar moment that plays out in florists’ shops every day.

A customer walks in. They look around. They say something like,
“I’m just after some flowers…”

And almost instinctively, the next question comes out:

“What were you looking to spend?”

On paper, it makes sense. You’re trying to help. You’re trying to avoid awkwardness later. You’re trying to build something that fits.

But in reality?
That question often makes things harder…for everyone.

Why “What’s your budget?” doesn’t work

For customers, it can feel flustering.

They don’t want to offend.
They don’t really know what flowers cost.
They were hoping to be inspired, not put on the spot.

So they guess. Or they lowball. Or they panic and say a number that doesn’t actually reflect what they want, just what feels “safe” to say out loud.

For florists, it’s no easier.

You’re already doing the mental maths.
You already know that ‘£20-ish’ isn’t going to deliver the impact they’re imagining.
And now you’re stuck trying to gently explain why their budget doesn’t quite match the brief, without making it awkward.

It’s uncomfortable.
And it doesn’t need to be that way.

This isn’t a conversation problem, it’s a marketing one

If customers arrive already unsure, apologetic or under-confident about spending, that’s not because they’re difficult. It’s because your marketing hasn’t done the guiding yet.

When marketing is doing its job, customers walk in (or order online or over the phone) already knowing:

  • What a “typical” bouquet looks like

  • What your bestsellers are

  • What feels like a safe, generous choice

  • What “going a bit bigger” gets them

And that changes the entire conversation.

Be brave: lead the customer instead of asking them to lead

Being brave with your marketing doesn’t mean being pushy or salesy.

It means being clear and confident about what you recommend.

Instead of opening with:

“What were you looking to spend?”

Your marketing has already set the scene with:

  • “This is our most popular bouquet.”

  • “This is what most people choose when they don’t want to get it wrong.”

  • “This is the one we’d recommend for making an impression.”

Now the conversation shifts from money to choice.

And that’s a much nicer place to be.

What brave marketing actually looks like (in practice)

1. Be brave about your bestsellers

If something sells well, say it does.

Example phrases:

  • “This is our most popular size.”

  • “This is the bouquet people come back for.”

  • “If you’re unsure, this is always a safe choice.”

Customers want reassurance. Popularity provides it.

2. Be brave about showing sizes and impact

Words like small, medium and large mean very different things to customers.

Show them.

Use:

  • Side-by-side images

  • In-store examples

  • Clear descriptions

Example phrases:

  • “This is our classic size… generous, but not over the top.”

  • “This is what ‘going large’ looks like.”

Clarity removes disappointment later.

3. Be brave about recommending, not just responding

You’re the expert, and customers really value your guidance.

Example phrases:

  • “What most people go for in this situation is…”

  • “If it were me, I’d choose this one.”

  • “This works really well for the occasion you’ve described.”

This is where your experience really comes into its own.

4. Be brave about upsizing (without apologising)

Reframe upsizing as being helpful rather than cheeky.

Example phrases:

  • “If you’d like it to feel a bit more impactful, this size is lovely.”

  • “Most people choose to go one size up for this occasion.”

Notice there’s no pressure, just information.

5. Be brave about letting marketing take the strain

The more your website, social media and shop signage do this work, the less you have to.

Think:

  • Pinned posts showing bestsellers

  • Highlights with FAQs

  • Clear price brackets online

  • “Florist’s Choice” options and recommendations

  • Simple signage in-store

The Be Brave Checklist (save this)

If you want fewer awkward budget conversations, ask yourself:

  • ☐ Do we clearly show our bestsellers?

  • ☐ Do customers know what most people spend before they ask?

  • ☐ Do we show size, scale and impact clearly?

  • ☐ Do we confidently recommend or wait to be asked?

  • ☐ Does our marketing guide customers, or leave them guessing?

If you answered “not yet” to a few that’s a huge opportunity.

Being brave with your marketing isn’t about pushing people to spend more.

It’s about helping them choose well and feel good about it.

Helen Burton