We also always take a deposit when making a booking. I know a shop that also charges a fee for the actual consultation. It is deductable from the final order amount (if they book the wedding order) but they say it weeds out the time wasters and they generally do get high value weddings, but I wonder how many smaller ones they lose because they don't agreee with paying for a quote.
Our deposit is non-refundable because by the time they pay the deposit, you have done the initial quote and then revised it and spent a fair bit of time with letters, emails and the like. We also put in our terms the balance is to be paid two weeks before the wedding (about the time I order the flowers) We don't generally get many cancellations but of course I review each one accordingly. As the others have said I wouldn't lose a good customer over a deposit.
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