Building Your Sales Core Competencies

I hear it all of the time from DJs. “The economy is so bad in my marketplace and my competitors undercut me so badly, I’m afraid it’s all going to destroy my bottom-line!” I’ll tell you what I tell them: While those issues are valid they DON’T have to determine the success of your business. There will always be factors outside of our control so you need to focus on what you CAN control.

Here is the best advice I can offer you about this. You can be the GREATEST DJ in your area BUT if you don’t market your business properly AND if you aren’t skilled at sales, you won’t get the number of bookings that you’d like. This is also when economic conditions and ruthless competition has the opportunity to crush you.

My hats off to companies that are entirely referral based. If clients “beat down your door” to have you entertain at events for them and you run a “no sales skills required” company, kudos to you. For the remaining 80% or more of mobile entertainers, here’s some solid advice on seven core competencies you’ll need to become a “mean, lean, sales machine.”

The Top 7 You Need

  1. Have Written Goals: These are what you draw your courage, passion and action plan from. Without writing down your goals it’s easy to focus more on outer conditions rather than what you intend to accomplish with your DJ company. Your goals will fuel you to press on even when the going gets tough.
  2. Follow Your Plan: Sounds simple, right? You might be surprised that most people who create a plan don’t even follow it. The goals you’ve established for yourself will give you clarity about your sales mission and the activities that are required to accomplish them. “At the end of the day,” goals are great but execution is King!
  3. Maintain a Positive Attitude: Being consistent with keeping a positive attitude is often a challenge in the world we live in. Personally, I limit my news intake and stay focused on what I have to be grateful for to help me. Keep your “eye on the prize.” These are the results you want from the goals you have created. Stay constantly in touch with other people both personally and professionally who are positive and who support you in achieving your goals.
  4. Take Responsibility: When you point the finger of blame at someone or something, you’ve got four fingers pointing back at yourself. Your “can do” attitude must include rendering yourself excuse-less for anyone or anything that stands in the way of your accomplishing your goals. Handle life’s difficulties swiftly and to the best of your ability but always keep your focus on what you can do to overcome any obstacle that comes your way. If you choose to just complain, you will always find people to “buy in” to your excuses; however, this road does not lead to your pot of gold at the end of the rainbow.
  5. Have Self-Confidence: If you’re an honest person and a good entertainer then you have every reason to feel confident in selling your services. Combine these factors with an impressive presentation and you’re likely to close many deals. On the other hand, if you don’t feel fully confident in what you are doing, what you are representing and what you are saying to a prospect, well, the results will speak for themselves.
  6. Believe You Can: What you believe dictates what you do. If you believe that the economy is too tough to sell in, then you’ll be right and won’t sell anything. If you believe that people don’t want to talk about spending additional dollars in a tight budget environment, then you will have trouble scheduling appointments. You get the point?
  7. Control Your Emotions: You must be prepared for tough questions and “curve balls” when making a presentation. If you anticipate what you will be asked ahead of time, then you will be prepared to answer any question. When unexpected surprises happen, stay calm and handle the situation with professionalism. Stay on track and don’t deviate from the sales method that works best for you.

Here’s a great quote from the late Robert F. Kennedy: “Some men see things as they are, and say WHY? I dream of things that never were and say, WHY NOT?” So, why not ramp-up and acquire the sales skills you need to succeed as a business person? What are your thoughts on the subject?

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