by Alan Dodson
The beginning of a new year also marks the beginning of bridal show season. Many people ask me what is important to promote about their DJ business at these events.
The most important thing to remember is that you need to make a favorable impression and be memorable, so that you stand out from all the other entertainment companies she may see at the show.
Personally letting a bride know how you are going to fulfill her needs is more important than your equipment, experience or company video. To speak with her effectively, the tone of your voice and the focus of your message needs to quickly create an emotional connection with her.
Your Elevator Speech
First you need a great “elevator speech.” This consists of you describing your prospects needs and fears, her desired outcome, and your solution for how to achieve the outcome in a short thirty second speech.
Obviously the prospects are getting married and they want to know three things: 1. are you available for my wedding date?, 2. how much do you charge?, 3. why should I choose you (or your company) as my DJ?
If you have successfully gained her interest, this can lead to a longer, more detailed and engaging discussion.
Lets address the answers to these three questions:
- You should have immediate access to your booking calendar through your phone, iPad or computer.
- Use a range of prices and explain that you would be pleased to meet with her after the show to discuss her specific wishes, and then give her a firm price.
- If you have made a favorable impression, been engaging and memorable, and are able to make an emotional connection, you are well on your way to getting the booking.
I have several variations of my elevator speech. One for the bride, one for the groom, one for the bride and groom, one for the parents, one for wedding planners, and one friends of the couple. I select the presentation to use based on which will best resonate with and engage the person I am speaking with.
Bridal Show Booth Set Up
Your booth must be open and inviting. One of the biggest mistakes people make when setting up a bridal show booth is that they put too many items on the table, and also stand behind it. If possible, keep the configuration open so that you you don’t have the table as a barrier between you and the prospect. In addition, make sure to have large, clear signage so that it is instantaneously obvious what you do to people walking by.
Make sure your booth is adequately staffed. I am a single operator so I invite past brides to help speak to prospects (yes it’s true). One or two other DJs works too. Naturally, everyone should be dressed in professional attire, and I don’t mean Khakis and a company shirt.
Even if the show promoter gives you a list of attendees, you should attempt to collect information from the people you speak to at your booth. Consider offering a give-away, and make it a real item like a free light show, not a percentage off of your services. The form a someone fills out to put in the fish bowl should ask for their name, wedding date, email address and phone numbers.
Follow Up is Crucial
Here’s something that’s important for you to know, so that when you call a prospect and she doesn’t return your call, you don’t make it mean that she isn’t interested in your services. The fact is that 80% of sales occur AFTER a fifth contact attempt. To make the most of your bridal show investment, persistence and tenacity are the keys to success.
Alan Dodson – Wedding Wizard
Alan Dodson is the Entertainment Director of An Unforgettable Event (ThoseWeddingPeople.com), and has been entertaining at and producing events since the early 1970’s. He has also worked as a voice talent on radio and television, nationwide.
Alan specializes in weddings, and is a co-producer of the Tri Cities Bridal Show (tricitiesbridalshow.com) as well as producer of bi-monthly workshops for grooms (aPerfectGroom.com).
He has written numerous articles for business and trade magazines, and has been a speaker on implementing social media into wedding DJ businesses. Alan is a founding officer of the E. TN Chapter of the ADJA (adja.org/chapters/etenn), where he now serves as President. He maintains an informational wedding blog on his website (TopDiscJockey.com).
Alan can be reached by email at email@example.com.