A natural-born entertainer, Rob loves music and dancing, but he has also developed a passion & expertise for the business side of the DJ industry. *3 year standard; 6 years with product registration. ©, LLC. All rights reserved. QSC and the QSC logo are registered trademarks of QSC, LLC in the U.S. Patent and Trademark Office and other countries.
PLAY OUT LOUD is a trademark of QSC, LLC. with Product Registration 1461-2019-11-ltra-Portable KS118 Commanding and Powerful KS212C Directional Power Trio. (Bass power, that is.) Introducing the K Subwoofer Series. Three models. Three incredible approaches to low frequency sound reinforcement. All 100% genuine QSC performance, quality and reliability.
Which subwoofer is right for your application? Find out at /ks. Creating trust is the first key to connecting with our potential clients. I am often looking for connection and trust in the people I choose to hire to help me.
When it came to my dentist, it was someone I already knew and trusted. When it came to my financial advisor, it was someone I knew through networking and began to trust over time who eventually I hired. When it came to deciding which business coach to use, it was someone I knew who gave me value without asking for money first. These are people who gave me valuable knowledge, advice and time, which built trust, before asking for the sale.
In fact, most of the time they never even asked for the sale. I went to them! It does take some time to create that trust and we don’t have the time to build a relationship like that from cold, but fortunately we can also gain trust through referrals. A warm referral from someone your potential client trusts almost always ends in a sale.
That is why I am always nurturing my network and creating relationships of trust with people who are in the position to refer my services to others. Next, I think it’s important to have a compelling unique selling proposition that sets you apart from the others DJs in your market. Your experience is one thing, but what you can do that no one else can do is an important asset to bring to the table. It may be that you don’t know what your unique selling proposition is.
This is where you can go to past clients and even trusted associates for advice. Ask them what is something that you do that they don’t see any other DJ doing. You could even use social media to ask, “What are three words you would use to describe me?” . Then go ahead and use those words in your marketing and sales process.
Your USP could be a signature performance piece like a ‘Love Story’ , your mixing skills, specialist music knowledge, a custom light show, your approach to the planning process or even your customer service. Other things can then build on this to show your credibility as someone who is serious about DJing and providing the best entertainment possible. These could include the fact that you are a full-time DJ, or have been to industry conferences like Pro Mobile, or have taken courses like the ‘Performing Art of Public Speaking’ .
The hardest part is trying to not sound like you are bragging. I often use the phrase, “I tell you all this so that you know that I take my job and your event seriously” . But remember to be authentic to yourself and your talents. There’s no need to cut down your competition, just communicate what makes you unique.
Finally, convey your value . Your value is not about the tangible things you will bring to the table like equipment, lights, music, etc. Your value is best communicated in terms of the outcomes your client will experience. A great way to do this is through storytelling.
You can tell stories of past clients you have helped and how their event turned out. Even better, have your past clients tell those stories through video and through reviews. This will allow prospective customers to see and hear the value your past clients have experienced from your services. Another part of the process is giving value before asking for the sale.
I am often giving advice to my clients before they actually book my services. I love to start off the conversation by asking what other suppliers they have in place for their event. From this I’ll know what other pieces of the puzzle still need to be filled in, which I can help to do by referring fellow event professionals who I have worked with in the past. I like to give prospects solutions to their problems, while also including my services as one of those solutions.
There are other ways to give value to potential customers even before you meet. Blogs are a great example of this. You could write advice on giving speeches, compile a list of the top 10 songs you open the dance floor with, or suggest 5 things clients should know before booking a DJ. This could be in a written post or even in a video.
I have even made TV appearances on local stations where I have shared tips like these. I then send video clips of my appearances to prospects as part of my marketing process. This not only gives value to the potential client, but establishes me as a respected entertainment professional. Giving value before asking for the sale helps create that allimportant trust and makes you unique all at the same time.
At the end of meetings, I often conclude by saying, “Let me be a resource, my advice is always free” . More than anything, I want to help people who are planning events, even if they don’t book with me. You never know, that client may come around again and hire for a different event. My goal is to make sure they have the event they envision.
If it’s not with me, fine, every potential client is not my client, but I can still lead them in the right direction. However, when you convey your value and do get the sale, you can charge what you are worth. Level up your game, share your true value and fill that void Giving value before asking for the sale helps create that all-important trust and makes you unique all at the same time
