The Easiest Way to Sell Installations (Or Anything for That Matter)

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If developing your own brand of floral installations is on your checklist for this year, you'll want to check out my Installations Masterclass.  I'm offering 50% OFF plus eight bonuses worth over $1400 until May 4th. Take a closer look now, it's packed with All The Good Stuff. Explore, right here.

Selling installations – or, frankly, anything – is an art form. It’s not just about what you're offering; it's about how you communicate the experience you're delivering. Whether you’re working on an elaborate floral installation for a wedding, a stunning design for a corporate event, or a simple but striking installation for a shop window, the secret to making a sale isn’t simply listing facts or features. It’s about weaving a story around the benefits – how that installation will transform a space, create an atmosphere, and, ultimately, make your client's vision come alive.

Let’s dive into some practical, actionable steps that will help you refine your sales technique and create irresistible pitches for your installations.

1. Sell the Benefits, Not the Features

The key principle here is to focus on what it does for your client, rather than just what it is. It’s an important shift in thinking – and one that can drastically change the way you approach your sales conversations. Features can often sound flat, technical, and uninspiring: “This is a freestanding arch, two metres tall, with 200 stems of flowers.” Yes, it’s accurate, but it doesn’t evoke any emotion, does it?

Now, let’s reframe that same installation through the lens of benefits: “This arch will completely transform the atmosphere of the space, making it feel dramatic and elegant. It’ll set the perfect tone for the ceremony and leave everyone in awe as they step through the entrance. The delicate scent of fresh blooms will add to the experience, filling the air with natural fragrance.”

Can you see the difference? When you sell the benefits, you’re painting a picture of how your installation will impact the event or space. The emotions, the atmosphere, the experience – these are the things that will make your clients feel the value of what you’re offering.

So, remember this simple but powerful rule: always lead with the experience your installation will create, not just the technical specifications.

2. Understand Your Client’s Needs

Before you even start talking about your work, make sure you understand your client’s specific needs. Take the time to ask questions that will help you uncover their vision for the space. What’s the overall mood or feeling they want to create? Are they seeking drama, elegance, romance, or something else entirely? Do they want something that will be a statement piece, or do they want the installation to blend seamlessly with the existing décor?

The more you understand their desires, the better you’ll be at framing your installation as the perfect solution to their needs. It’s also helpful to have a conversation about their budget and expectations early on, so you can tailor your suggestions accordingly.

Once you understand their vision, you can start talking about how your installations will bring that vision to life – but always in terms of benefits. For example, if they want a grand, romantic atmosphere for a wedding, you can highlight how your installation will fill the space with a soft, inviting glow and create a breathtaking focal point for the ceremony.

3. Create a Visual Impact with Your Pitch

One of the most powerful ways to sell installations is by creating a visual impact during your pitch. Words are powerful, but visuals can be even more compelling. Think of how you can show your clients what their event will look like with your installation in place.

It’s as simple as offering photographs from past events or even creating mood boards that show the potential transformation of the space. You can also offer digital mockups or 3D renderings of how your design will look in the venue.

By showing, not just telling, you give your client a tangible sense of what their space will look like with your installation. This can be a game-changer in helping them visualise the impact you can make.

4. Use Testimonials to Build Trust

There’s no better way to sell your installations than by showcasing social proof. Whether it’s a glowing testimonial from a previous client or beautiful photographs from past projects, showing that others have trusted you and been delighted by your work will go a long way in building trust with potential clients.

If you’ve worked with notable clients or at prestigious events, make sure to mention this too. It all adds up to create the story that you are a reliable, skilled professional who can deliver on promises and exceed expectations.

Incorporate testimonials into your website, your social media, and even your initial emails with clients. Clients are much more likely to buy from you if they see that others have had positive experiences working with you.

5. Offer a Personalised Experience

One of the benefits of being a floral designer is that you can offer a level of personalised service that larger, less bespoke businesses simply can’t. This is your secret weapon. Tailor your installations specifically to your client’s needs, and let them know that you will be with them every step of the way, from the initial consultation to the final installation.

Take a personal approach in your sales conversations by suggesting design ideas that reflect their personality or the theme of the event. Offer your expert advice on flowers, colours, and other materials that will complement their overall vision. By giving them a truly customised experience, you’re not just selling an installation – you’re selling an experience that is uniquely theirs.

6. Demonstrate Value Beyond Price

When you’re selling anything – be it installations or bouquets or any other service – price can be a major consideration. It’s natural for clients to be price-conscious, especially when they’re planning significant events. But what sets you apart is the value you provide, and it’s important to communicate this during the sales process.

This doesn’t mean you should downplay the cost of your installations – but rather, you should focus on what your clients are getting for their investment. Highlight the skill and expertise that goes into designing and executing each installation, the time and effort you put into sourcing the finest materials, and the personal attention you give to each project.

If your client understands the value they’re receiving – in terms of both the aesthetic impact and the experience – they’ll be more likely to see the price tag as a worthwhile investment.

7. Provide a Seamless Experience

Once your client has signed on, the sales process doesn’t end. In fact, this is where your attention to detail can really make the difference. Provide a seamless, stress-free experience throughout the entire process, from the moment they inquire to the final installation.

Make sure to communicate clearly about every step of the process – from the design phase to the logistics of installation. Keep your client updated regularly so they feel confident and reassured that everything is on track.

The smoother and more professional the experience, the more likely your client is to recommend you to others and come back to you for future projects. After all, word-of-mouth referrals are often the best kind of marketing you can get.

By focusing on the benefits, understanding your client’s needs, providing visual inspiration, and offering a personalised, value-driven experience, you’ll have everything you need to sell installations – or anything else – with confidence.

Remember, selling is not just about the transaction; it’s about creating a lasting relationship with your client. Approach every sale with this mindset, and you’ll find that your business will flourish.

Now, go out there and start making those sales. After all, the easiest way to sell installations (or anything, for that matter) is to focus on the incredible benefits you’re bringing to your clients’ lives.

If developing your own brand of floral installations is on your checklist for this year, you'll want to check out my Installations Masterclass.  I'm offering 50% OFF plus eight bonuses worth over $1400 until May 4th. Take a closer look now, it's packed with All The Good Stuff. Explore, right here.

Until next time,