By Stacy Zemon, Publisher & Chief Scribe
If you’ve just started a DJ business, you need sales, right? Trouble is, you may not be sure how to put together a sales approach. And, the truth is, there is no magic formula for sending your sales through the roof. So, stop looking.
As with any job, effective sales techniques, tactics and skills can be taught. With that in mind, here are five strategies for DJs looking to improve sales at their newly started businesses:
1. Understand when a “yes” is really a “no.”
When you run a DJ business, your most precious resource is time. Clients will often lead you to believe they’re interested in what you’re offering when they actually aren’t; and this can be a significant drain on your time. For example, many DJs spend a fair share of time at bridal shows to meet potential clients.
The reality is, however, that many of these prospective clients offered their information as a way of excusing themselves from the conversation. The key is to decipher who is truly interested. When someone is, that person will likely ask a lot of questions. He or she wants more of your time and will inquire about your pricing, ways in which you help guests to have fun, etc.
2. Listen to the problems, talk about the solutions.
Ask about clients’ problems and they will be happy to tell you all about their issues. This will make them feel more invested in your solutions and provide clues as to how you should be positioning your services.
3. If prospective clients don’t reply, do it for them.
Say a client hasn’t responded to your message. Rather than send a new email and change the wording to make it seem like a first communication, reply to your own. This accomplishes two things: It allows the recipient to view the content of your original email and glean the intended information. Second, it allows you to inquire directly about receipt of your initial correspondence. If recipients then respond that they did receive your first email and aren’t interested, you don’t need to waste any more of your valuable time selling them.
Some, though, will just bounce back and say they’re sorry and are interested. If you don’t hear back at all, give it a few more days and reply to your email one more time — this time asking directly if the recipient prefers you to end the contact. This direct approach has an extremely positive success rate with prospects responding for two reasons: 1) They are interested and for whatever reason haven’t been able to get back to you yet; or 2) They accept the out you’ve offered to stop contacting them. Either way, you know where you stand and can proceed accordingly.
4. Personalize your communications.
If you are taking the time to write a personalized message to a prospective client, make sure he or she knows it. Include private anecdotes, discuss how your DJ service would benefit this person specifically. Don’t ever let a prospect assume an email is just an automated direct marketing outreach if it isn’t.
And so now you know the truth. Inflated sales aren’t a result of trickery or some mystical strategy, but rather a product of the details: investing a personal touch, listening to the client’s difficulties and utilizing your resources correctly with the right leads. Focus on doing the small things right and leave your competitors to wonder where your magic comes from.
