I’m delighted today to share with you an interview with coach Kerry Ashby from Kerry Ashby Coaching, where she shares details of the range of services that she provides for florists.
What was the trigger for you to set up Kerry Ashby Coaching?
My business was born out of the fact that I asked a question in an industry group. And I was completely shot down for suggesting it. I stepped back and thought, ‘No. You’re wrong. I can do it my way.’ I then realised that I can’t be the only florist in the world that was being shot down for wanting to do things a bit differently. And that there was a real gap in the market for supporting florists whose style, values, training and ideas don’t fit into the traditional and stereotypical florist bucket.
I’d made all of the mistakes growing my wedding floristry business. But I’d also overcome them. And I wanted to help others not make those mistakes and empower them to be a little bit rebel, break the mould and run their business their way. So I did. I went for it. I launched my own free Facebook group, which led me to launching my amazing membership, The Rebel Florist Club. The club is my soul work. It means I get to work with ambitious women on a daily basis who push and champion each other every day.
At what stage in their business journey do you find that florists usually contact you for assistance?
Florists come to me at 3 distinct phases. Pre-launch of their business to get the foundations right, established florists who want to level-up their business. But the majority come to me in their first year or two of business. When they’ve launched their business, but it’s come to a bit a of standstill. They generally haven’t identified their ideal client, haven’t thought about their pricing model. And they generally have self-limiting beliefs that are stopping them moving forward.
Most florists that come to me have spent a fortune on technical training for the practical stuff but have never really invested in working ON their business – all the stuff that essentially turns you from a hobbyist to a profitable business. I see so many amazingly talented and creative florists and their talents are going to waste because they are not visible.
What are some of the most common challenges which you help florists overcome?
The biggest challenges florists face when they come to me are not reaching their customers and lack of confidence. It’s usually very apparent that they haven’t nailed down their ideal client and are trying to be everything to everyone, which never works in business.
Most florists think by having a niche they are limiting their pool of clients, but it’s the exact opposite. By defining your ideal client and therefore niching down, all of your marketing and products speak directly to that customer. It’s amazing how quickly things turn around once that piece is clear.
What types of services do you offer florists?
I have a number of different services, depending on where people are in their business journey and their specific learning style. Some people prefer to work alone, some prefer group support and some like intensive 1:1 help. My 3 main offers are :
The Rebel Florist Club – my monthly membership club where we offer training, support, group coaching and the most amazing community of supportive, like-minded florists.
The Rebel Intensive – my 6-month intensive 1:1 coaching programme, where they get me in their business for 6 months, working on their business and their mindset.
Online Masterclasses – These are online trainings available to purchase in my online shop that focus on specific topics such as Pricing to Make a Profit, Wedding Floristry, Marketing and Social Media. I also run The Rebel Florist Retreat on an annual basis, which is the most incredible 4 days of self-care, training, collaboration and breakthroughs.
Could you share what the member benefits are for The Rebel Florist Club?
The Rebel Florist Club is the most incredible, kind, supportive community. In the club, members not only have access to me for guidance, group coaching and mindset support, but we also have a unique team of experts that can help with everything from Social Media, Tech, Finance to Branding and Marketing. We have our membership portal that has recordings of over 60 of our past training videos (and continues to grow), Weekly Q&A sessions, Access to our Masterclasses, Monthly Live Training, Monday Mindset Sessions (to get rid of those mind monkeys and overcome blocks) and our Members-Only Facebook Group where all the chat and support happens.
I am super proud of it and every single one of our members – My Rebels. Every member in the club has a truly unique business. And we all champion one another and support one another’s growth. There’s no competition, just collaboration! And the beauty of a membership club is that it can remain a low-cost way for florists to access otherwise more expensive coaching and support in a group setting.
How does The Rebel Intensive 1:1 Coaching Programme work?
The Rebel Intensive is a 6-month 1:1 coaching programme on steroids. Designed to take florists and their business from surviving to thriving. We work on both business and mindset on a journey of transformation. I work with my 1:1 clients to help them create the life and business they dream of. As the name says, it’s intense. And I am in their business with them for 6 months (which is why I only ever take on three 1:1 clients at any time).
I never profess to have a magic wand, the real work has to come from the florists themselves. During the 6 months, I guide, advise and teach new ways of thinking and working to really break through the blocks that hold us back. I share tools and techniques that will enable a real growth and success mindset. And of course share invaluable business knowledge, help with planning, strategising, setting goals and most importantly, ensuring those goals are met. Basically, I unlock the potential within these super talented florists to help them be the best versions of themselves. And therefore enable their businesses to thrive.
Could you share some success stories from past clients?
‘Before I joined The Rebel Florist Club, I was selling to anyone who would buy from me. I’d never heard the term ideal client and I’d never ever done any mindset work. I hadn’t even heard the term ‘burnout’! My business wasn’t really growing, my customers wanted ‘cheap and cheerful’. And I did whatever people asked, even if it wasn’t my style.
Then I joined The Rebels. I realised ‘burnout’ perfectly described how I felt about my finance job of 8 years. We worked on mindset a lot. Set goals, celebrated our achievements together and solved problems as a team. My business grew. I left my job to be a full-time florist. It was scary but it absolutely wouldn’t have happened without The Rebel Florist Club.
And now? My life is the dream I never thought was possible. I work when I want. I earn more money than ever before. I have couples come to me wanting big show-stopping wedding florals and I absolutely love it. I can’t tell you how much I’ve learned about business, about floristry and about myself. One thing I realised very quickly is that there are two things that are essential to thrive in business; a mentor and a group of like-minded people to share your struggles and successes with. The Rebel Florist Club is all that and more.’ ~ Anita Mattson-Hekseth, Lush Blooms Bespoke Floristry
‘I joined The Rebel Florist Club thinking it might help me with my business. I didn’t know how, even if I needed it. But I knew I was ready to give it my all and see where I went! Fast forward twelve months and my business is transformed! I’m transformed and I’m about to level up again. With lots of support and guidance from Kerry and her band of experts I have increased both my turnover and profit margin, grown my social media, created a website and I’m about to launch a new bigger shop!
How did this happen? I learnt about my ideal client, charging your worth, ignoring competition, branding and styling, but ultimately to be you; people buy from people and if you’re true to yourself you attract your tribe! The biggest change was my mindset. When Kerry first started talking about this I thought here comes the woo hoo nonsense!
But I was here to learn. And it’s been the most valuable change, the success of my business is largely down to my own personal development; there’s nothing woo hoo in that! On the horizon for 2022 are more new products and services. So I’ll be in the club, asking for advice and support from my fellow Rebels. As I write this I know they’ll have my back, help and encourage me all the way. The Rebel Florist Club is a fantastic supportive group of florists, commit to it, implement what you learn. And the rest will follow!‘ ~ Lisa Peel, Botanique