DJ Simple Selling KISS Principle for Disc Jockey Easy Method of Booking Clients
DJ Simple Selling KISS Principle for Disc Jockey Easy Method of Booking Clients
DJ Simple Selling... The KISS Principle...
I recently answered a question posed by one of my clients/members... Somedays, I open my InBox and there's something which really motivates me to pluck away at my keyboard. Such is the case when I responded to a DJ's inquiry about the performance of their online marketing. Like a "based on true events" TV movie; only the names and places have been changed to protect the innocent :)
The original email went something like this:
"Todd: I haven't had one lead since signing up. What kind of traffic does Ames Iowa
get on your website and what do you suggest to be more noticeable in this area? Thanks, DJ _________"...
After checking the web page and traffic stats, I found it was getting activity,
but wondered if the DJ was making the most of the opportunities it presented them with.
Your online marketing efforts are met with an equal zeal for selling your services!
What I suggested, to make the most of the opportunities online marketing provides, is:
- 1) Make the "most" of what visitors see when they land on your dj listing or web-page. A client needs to know: What geographic area you service, what type of events you specialize in and plenty of on-topic content to let them and search engines know the basics about your service. If available. I recommend upgrading your ad to a Premium Style Ad, which most dj directories provide and produces far better results than free listings. Describe your services in terms of specialty. "Specialize" in something the bulk of your clients will be interested in. Specialize in some "thing"... You can't "specialize in" a bunch of stuff. If you do a bunch of stuff, that's okay... But what do you do best, or most frequently? Your web-page and dj listings should reflect your specialty.
- 2) When you do get phone calls, emails, or web traffic ask the client "HOW DID YOU FIND ME?" Don't settle for the usual answer of "I don't know," or "on the Internet". Try to dig a bit deeper by asking them something like: "I am trying to determine how my advertising is working for me, if you don't mind; do you remember which website you found me on?".
- 3) Follow-up by email AND phone. Respond to the email and minutes later give them a call. "Hello, This is _________, I'm a Disc Jockey and just responded to your event inquiry via email. I'm following up to make sure that email went through." This will work for an ice-breaker if the client actually answers your call and will also work when leaving a voicemail. Wait for response from the client, or in the case of a voicemail, leave that very brief message, but wrap it up with: "Please return my call: My Name is: ___________ and the best way to reach me directly is at: ___________." ... Repeat that last bit of info, speaking VERY SLOWLY and CLEARLY. Be sure to leave a phone number which they WILL reach you on, (you do NOT want a cyclic game of voicemail tag).
Begin conversations with clients using three simple ABC steps:
- A) TELL THEM WHO YOU ARE: "Hello!" (insert smile even if on the phone). My name is _____ _____ (first and last name given), of _____ _____ (your DJ company's name).
- B) LET THEM KNOW YOU APPRECIATE THEIR TIME: "I would like to introduce myself. Is this a good time for you, or is there a better time for me to call back?"
- C) LET THEM KNOW WHY YOU ARE CALLING: Clearly explain why you are calling; "Thank you for your time __ ______ , I was wondering if you might be interested in my _________ services."
WAIT - WAIT - WAIT for the client to speak and answer your question.
The conversation will progress. Either the client WILL talk to you now, (because they have time, or because they don't want you to call back). They may or may not be interested in your services, but they WILL talk to you!
An estimated 80% of ALL sales are based on communication and trust - NOT features and benefits!
Basic sales tactics:
- 4) Do not answer all their questions at once and avoid pricing concerns. DO NOT overwhelm your client with features and benefits. Ask questions and let them answer, paying close attention. Beware of sales killing traps like: "I just want to know how much you charge" or, "what kind of music do you play"... These are subjective topics which you'll need to find more info from the client BEFORE answering them. For example; A client asks "Do you play hip hop music?"... You volley the conversation back: "Why? Do you like Hip Hop?". By volleying questions, the client will respond with more information. The client may say: "No! I hate Hip Hop and definitely don't want that music at my wedding!". ALWAYS ASK QUESTIONS AND LISTEN. This builds trust and allows you the chance to build up a sales pitch! You could be a 20 year veteran and have a 20,000 watt sound system with lighting effects, fog and 40,000 digital songs, offering 5 hours of service for $100 but still lose the sale to somebody who charges 10 times that much and uses a collection of pirated CDs on a cheap 100 watt stereo, if THEY capture the client's trust and you don't!
ASK A QUESTION / WAIT FOR A RESPONSE .... ANSWER A QUESTION WITH AN OPEN ENDED QUESTION and VOLLEY THE CONVERSATION BACK AND FORTH. Investigation establishes trust and understanding of the client's needs.
- 5) Always Be Closing! Chances are that if you hang up with them without a booking, your competition will get their business. If you've had a good conversation with the client lasting several minutes, have what they need and are available, ask them this simple question: "I understand you are seeking a DJ for your ________ on ________ in ________ and you prefer ________ music. If I am available that date and can provide what you want at a price you can afford, would you hire me?"...
Wait - wait - wait for the answer. Don't blow it yet by talking first... It's a simple yes or no question which is completely honest, forthright and fair. Wait for their answer. If they say "yeah I guess so", you know they are starting to trust you, feel comfortable and you've just earned a sale! If they say "no, not just yet because____", they've just provided you with an objection which means they are interested in you, are beginning to trust you, but they need more info. Either way, you can move ahead with the assurance that something good will come of it! If you hang up without the booking, the chances of ever hearing back from the client is zilch, so be courteous, explain what you'll offer them and ask for the booking: "Currently my schedule shows I am available that day and can provide the commercial grade sound equipment, lighting and music you need for _____ hours at a very reasonable $________ , can I schedule you in? Great - All I'll need is a $____ deposit you can make with a check by mail, or a credit card right now on the phone - which would you prefer to do?
Wait.... Wait.... Wait.... The client will sell themselves on your services, or provide you with another objection, which is a good thing because they like you and are interested, but need more info!
The SECRET to successful selling and one final piece of advice: Your client is the focal point - Not you. Be confident, but not arrogant. Be reserved, but informative. They called you - They assume that you are the expert already so don't waste their time proving it by telling them how great you are, how loud your system gets or how many gigs you've done. They have no clue what a db is, how many ghz a wireless mic is, or how many watts is enough! It's really simple: They need something, although they don't know exactly what, nor do they care. They want to know first that they trust you and secondly that in your professional opinion, you have what they need! (when you call a plumber do you ask him what type of pipe sealant he uses?)... THEY ALREADY WANT TO HIRE YOU, That's why they called... The sale was 50% in the bag the moment your phone rang and you answered it! Never "vomit" on a client... In the sales world, that means you must respect the client's time and patience. NEVER blow it by overwhelming them i.e.; "I'm the most recommended dj in the Ames, IA area! I always provide a dream wedding with my articulate microphone vocals and wow the dance crowds with my million dollar sound system consisting of 4 Crown 4000's, 2 JBL 18" subs, EV Force full range speakers, Mac NoteBook with state of the art sound card and digital music library of every song ever recorded from the 50's through today's hits in all genres from rock, pop, dance, big band, swing, blah, blah, blah, blah, blah".............. You get the picture!
The essence of consistent sales success is SIMPLE SALES and KISS (keep it simple stupid)..
Who's the best salesperson in the World? Kids! Have you ever heard a kid give their parent a sales pitch? "If I __________, can I have a_________?"... Professional sales people who "close" consistently are those who give a concise closing question! "DJ - If I can provide you with the DJ services you need, at a price you can afford, would you hire me for your wedding?" CLIENT - "Yes, I suppose I would, please tell me some more about your services, what you'll provide and how much it will cost." .... SIMPLE! Just remember: K.I.S.S.
Todd - FDJA
Who is Todd at FDJA?
Todd Donald is the creator of freedjamerica.com a nationwide dj directory. He has an extensive background in sales, service and the psychology behind what drives sales and service.
He has single-handedly grown freedjamerica.com from a simple home-brewed website consisting of literally one dj listing back in May of 2002, to the popular wedding and party planning site it is today, serving over 1000 unique visitors daily.
Todd also provides professional seo websites for small businesses and specializes in dj websites which are advertised through his site: DJWebsiteDesigner.com
He attributes his success by consistently providing "service first". Even after the sale, he continues to assist clients via responsive and thorough service, backed up with ongoing newsletters and articles providing informative advice for marketing, sales and website success. As an independent sole proprietor, Todd remains unattached from formal business relationships, positions within organizations or alliances with any one company, but has aggressively pursued grass roots cross marketing personal relationships with other "like" services and sites over the past five years and maintains friendly relationships with other popular dj industry professionals at ProDJ.com, DJIntelligence.com, WeDJ.com, WeddingMusicUSA.com, AllTimeFavorites.com, DJGold.com and many others throughout the DJ Industry.
While his specialty is DJ Marketing, Todd is also a God fearing Christian, devoted husband and father, in addition to being an avid loudspeaker builder. Although he doesn't; get out from behind his keyboard or home/office to attend DJ shows and cruises, he can be found frequently making posts and answering questions regarding marketing and sound systems across a multitude of DJ forums, SEO forums and Blogs.
Contact Todd via:
web: DJWebsiteDesigner.com
cell: 815-582-0562
email: toddsdonald "at" gmail.com
TokBox VideoChat: http://tokbox.com/FDJA
MSN Live Messenger:
FDJA "at "LIVE.com
Yahoo Messenger: toddsdonald "at" yahoo.com
AIM Messenger: ToddatFDJA
GoogleTalk: at toddsdonald "at" gmail.com
start.prodj.com: toddsdonald
MySpace: fdja
