From “The Mobile DJ MBA” by Stacy Zemon
Here is a glimpse into the mind of the average prospect looking to hire a mobile DJ. “I need a DJ at my party who has lots of good songs so my guests will dance and have fun. I don’t have very much left over in my budget. I wonder how much a DJ will cost?”
You and I know that as professional DJs we provide so much more than the typical person thinks about but before we can sell our services we must first educate potential clients. This is accomplished by effectively communicating the value of the multitude of services we offer.
People Buy Benefits
Now repeat after me: “People buy benefits!” Human beings make purchases based on emotion, not logic. When logic and emotion come into conflict, emotion nearly always wins. Remember, people make emotional decisions and then create a logical argument to justify them. It’s important to understand that your potential clients make buying choices because they want to solve a problem or fulfill a need. To be successful, you must deliver solutions.
The Flow of Selling
Features are the qualities or characteristics of your products, services or business. Benefits are the favorable results (value/solutions) that someone obtains from choosing your company.
To understand the benefits of the features you offer, think in terms of your prospect’s needs and fears. To sell effectively, you need to be able to:
- Provide an answer to problems that people have or fear happening
- Represent the means of attaining their desires
- Inspire confidence in the quality of the solution
People perceive as offering a value greater than the cost. Bearing this in mind, the flow of your sales presentation should be to:
1. LISTEN to what your prospect wants and doesn’t want
2. Describe the FEATURES of your company and their corresponding BENEFITS
3. Clearly explain how you can ensure that his/her EMOTIONAL NEEDS WILL BE FULFILLED
As you go through this process, be sure to use language the prospect has used and provide indications along the way that you REALLY listened well.
Your “Hit” List
Here are some examples that clearly indicate the difference between a feature and a benefit. Try this for yourself, adding a third column for “Emotional Needs Fulfilled” (e.g., security, peace-of-mind, confidence, fun, romance, fear-reduction, acceptance, individuality and value).
|Features||Client Benefits||E-Needs Fulfilled|
|Plasma Screens, Party Prop Packages, Party Motivators, Novelties and Musicians.||A more fun event for everyone attending. Greater guest interaction so they will stay longer. Enhancements help make client’s occasion unique and memorable.|
|Experienced DJ/MC Professionals with 10+ years of experience.||Experience and professionalism ensure that the music played will motivate client’s guests to dance and have a good time. Announcements will be made with polish and enthusiasm.|
|Free event-planning services, unlimited consultations, online access to event agenda and music database, insured company, backup sound system on-site, written contract.||A fully customized event, a legitimate company, music coverage in case of an emergency and a written guarantee of services.|
|A full-time business and member of a national professional DJ association.||A company that is highly professional in its operations and affiliations.|
|Testimonials from former clients and other event professionals.||A company that has done a great job for others in the past and has a proven track record that the client can trust.|
The Ultimate Benefit to You
The more benefits you offer clients and emotional needs you can meet, the less important price becomes because now we are talking about VALUE. The greater your value, the higher price you can command.
Educated clients who understand the value of what you have to offer and who appreciate the results you deliver will become “referral-giving machines” and repeat customers. This, of course, means increased profits for your business and that’s the ultimate benefit to you.