At its core, selling is the art of persuasion, which is based on relationships. Your success in selling your DJ services is determined by your ability to quickly form quality relationships with prospects. This can be established by actively listening to them, asking questions to gain information, fulfilling their needs, and demonstrating your credibility.
1. Listen to Prospects: The best salespeople are superb listeners and are skilled at establishing relationships. Very often, people who start off “luke warm” about what you have to offer, will heat up and decide to book your services for the simple reason that you listen well and you seem to care about them and their needs. You understand peoples’ needs and fears, and seek to provide them with peace-of-mind in all areas of importance. It is important to emphasize that sincerity is an invisible energy that you put out – and that people will pick up on (or not). So be sincere about wanting to help make your clients’ events truly spectacular.
2. Use Open-Ended Questions: Asking the right open-ended questions is the quickest way to achieve increased sales. Often (and this is a tough one for we DJs), the less you say, the smarter you’ll sound. Can you win sales by talking a lot? Sure; however, you’ll win more in less time when you begin asking pointed open-ended questions.
3. Fulfill Needs & Allay Fears: If you have followed the 1st tip well, you will have uncovered a wealth of information about your perspective customer. Most DJs focus on the features of their DJ service when all a client really cares about is how the benefits of your services are able to fulfill their needs and allay their fears. For example, a feature you offer may be 300 watt, 2-way, full range speakers with subs by XYZ manufacturer. This means NOTHING to most prospects. It’s like talking Greek to them. They will, however, understand that you provide quality amplification with crystal clear sound that is appropriate to the number of people attending their event. Get the difference?
4. Demonstrate Your Credibility: In the highly competitive world of DJ entertainment, demonstrating credibility is essential. You can do this by showing client testimonials, “best of” plaques from sources like The Knot and Modern Bride magazine, articles written about your company in newspapers and magazines, articles you’ve written for trade publications, and inclusions in industry books like The Mobile DJ MBA.
What’s your best tip for mastering the art of selling?