In this episode of Flower Farming In NZ, Jo Robinson sits down with Julie Treanor, business coach, flower farmer and co-founder of the Floral Business Activator. We move past the "build it and they will come" trap to explore the marketing strategies that actually move the stems you are already growing.
Whether you’re a professional grower or scaling your commercial production, this conversation dives deep into the psychology of sales, value-based pricing, and how to stop being treated like a supermarket commodity.
In this episode, we discuss:
Selling Transformation, Not Just Stems: Why marketing the "joy" and emotional impact of your flowers is more effective than listing varieties.
The Commodity Trap: How to position your farm so you aren't competing with supermarket prices.
Professional Pricing: The psychology of under pricing and how to value your expertise.
Handling "Budget" Requests: Strategic ways to respond to price-sensitive customers without devaluing your work.
Reliable Marketing Channels: Why your email list and website are more critical than social media algorithms for consistent sales.
Want to sign up to the Floral Business Activator? Using this link helps support our work https://learn.floralbusinessactivator.com/a/qkiib
Detailed Chapters: 0:00 - Introduction & Season Sponsor 1:15 - Meet Julie Trainer: From Business Coach to Flower Farmer 5:50 - The Marketing Mistake: "Build it and they will come" 13:05 - The Profit Reality: Revenue vs. Paying Yourself 21:10 - The Psychology of Under
pricing & Valuing Your Work 23:45 - Marketing 101: Features vs. Transformation 25:30 - Understanding the "Why": Why Customers Actually Buy Flowers 28:50 - Market Perception: Being Known for Quality vs. "Cheap" 29:45 - How to Handle "Budget" Wedding Inquiries 31:25 - Finding Your "Why" as a Business Anchor 35:50 - Why Your Email List Beats Social Media for Sales 41:05 - Rapid Fire: Profitable Crops and Marketing Myths 47:30 - The Hard Truth: To have a business, you must do business 49:50 - Closing Thoughts
Support Our Work!
Don’t forget, if you like the way we are connecting the NZ Flower Farming Community, you can support our work by:
· Advertising in an episode
· Sponsoring an episode or a season or you can
· Buy us a Coffee (make a donation) following this link https://buymeacoffee.com/flowerfarmersinnz
Links Mentioned:
Floral Business Activator (FBA): https://learn.floralbusinessactivator.com/floralbusinessactivator
Fresh Cut Flower Wholesalers (Season Sponsor): https://www.instagram.com/freshcutflowerwholesalers/
Keywords: flower marketing strategy, NZ floral industry, selling cut flowers, professional flower farming, flower farm business tips, New Zealand flower growers, marketing for farmers, floral business growth, value-based pricing flowers.
Get ready to reshape your flower farming journey—because success blooms when you understand your worth, community, and the business side of beauty!
Music licensed through Soundstripe.
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