DJGold

Robert · Joined: September 6th, 2004 Posts: 52 Location: Olympia, WA

I Plan to Quit Soon - how about you? (The Phone Book)

Week after week I get phone calls and emails from people asking about my rates for their event (I’m sure some of these are other DJs inquiring or they have a friend doing the snooping). One of the first questions I ask them is “How did you hear about us?” When the answer is I found your number on-line or from the phone book, my chance of booking them is less than 10%. I’ve tried every angle I could think of but it all comes down to PRICE! Too many other DJs are quoting rates significantly lower, so they probably go with someone else, I-Pod it, or skip having music at their event, not sure. Even when I can get them to meet me, my chance of booking them may increase to 25%. So nowadays I quote the price before setting up a meeting to see if my price fits what they plan to spend, this helps weed some out.

On the other side of the coin if they say we saw you at an event or you were highly recommended, my booking success is 90% despite the price shock to some. When others rave the booking becomes so much easier.

Back to my statement “I Plan to Quit” wasting my time on those who have not heard of me. What questions would you ask to weed them out and not waste your time?

My first question will be "How did you hear about us" then "This is our Price Range, does this fit your entertainment budget" if I hear shock or in there voice or they say will get back to you, I will let go quick and quit trying to make the sell when it most likely won't happen.

I know some here would say learn to sell better. I don’t feel that’s the issue, I believe many of us face this price shopper customer scenario and don’t book many of them, unless of course you have rates similar to the rest in town or you offer a deep discount to book them. Then your success rate is probably good if you * for the job. I won’t and I know that is most likely the real reason most of those types of inquirers don’t book me.

But, if someone here knows the secret or a keen method that works share it here or PM me and I will try a bit more before giving up quick and telling this type of inquirers I’m not the right DJ for you.

dokai · Posted: Sat Apr 05, 2008 7:44 pm Post subject:

I've always believed the the crux of this problem is a lack of education on the part of the potential client in regards to what services and added value a great DJ can provide. Educating them would be the solution, but how do you do that when they just want to talk price?

Here's something that I've tried a few times now, and every time I've tried it, it's worked very well: I refuse to talk price. Instead, I offer to provide them with a copy of Peter Merry's "The Best Wedding Reception Ever!" to review. If they decide to hire me, they get a copy of the book for free, to make notes in, etc. This is seems to be enough incentive to get them to come in and talk to me. They then take the book home and read it, and start to realize what's involved, i.e., we don't "just stand there and push play."

I've done this several times now, and each time the client has returned to me and agreed to my fee with no, or very little, hesitation.

Peter's book has been very controversial within the DJ industry due to his position regarding full-time versus part-time DJs, but I don't think that anyone that's read it with an open mind would argue with me when I say that it's a fantastic educational tool. There will always be clients that have a budget so restricted that paying professional rates just isn't an option, but for people that are being cheap out of ignorance, this seems to be a working solution so far.

I'm sure there are other ways of engaging these types of clients, but this is what's been working for me. YMMV

djmc · Posted: Wed Apr 09, 2008 12:10 am Post subject:

12 years= number of years DJ-MC has NOT been in YP

welcome to the YP-less club.

You'll never miss 'em.........well, I don't because I replaced 'em with Internet.

Even the internet was turning into another "phone book" until I got control of my SEO (Robert's computer-savvy brother in Oregon knows what I mean).....

now I'm getting more gigs for less $$$.