Differentiate Your Business with the Personal Touch

by Jason Jani

Today we are living in a pretty surreal time. Our techno savvy, internet dependent lifestyle enables us to send email and text messages to one another from across the globe in seconds, which is a good thing.

HOWEVER, people are talking less and interacting more with gadgets, which can make communication pretty impersonal.

Take a minute and evaluate the following situation: A couple is planning the most important day of their lives – yes, their wedding reception. They are interviewing entertainment professionals and have narrowed down their choices to two companies. They meet with companies A and B, both of whom offer similar products and services at a nearly identical price.

At the conclusion of the consultations, the prospect is not quite ready to book. Both DJs or Sales Representatives smile and thank the couple for coming. Following the meeting, Company A sends a generic template email with the couple’s names inserted in it. Company B sends a hand-written thank you card, and includes an article about planning that the potential clients will likely find helpful.

What’s the difference?

Both representatives from Company A and B said that they “care” about the couples wedding during the meetings but Company B did a better job of demonstrating they really do “care” through their actions. With all other things being equal, the couple choose Company B for this reason.

Granted, it is sometimes harder to do business the good old fashioned way. Phone calls take time, and it’s much easier to type an email then hand-write a “Thank you” note. Nevertheless, the more personal touches you can incorporate into your interactions with prospects, the more likely that you will be able to convert them into clients – and extend your brand in a positive direction.

Much like the principals often discussed by one of my inspiration sources, Gary Vaynerchuk, genuine caring can make the difference between closing a deal or loosing a sale. What’s more, former clients can be your biggest Brand Ambassadors, spreading the gospel of your DJ service throughout the community where your business is located.

My advice? Embrace technology as it evolves, but be sure to also use personalized business practices that can differentiate your company from competitors in your marketplace.

What kind of personal touches do you incorporate in your sales process?

Jason Jani – “The Brand of You”

Jason Jani is a multi-faceted artist, innovator, producer, remixer, entrepreneur and professional DJ. His company, Sound Connection Entertainment, provides customized planning and entertainment production services including enhanced lighting, video services, decor, photo booth rentals as well as live musicians and performers. Jason has presented seminars to his peers at DJ trade shows and association meetings. He was a featured “Mobile DJ of the Month” in DJ Times magazine, and works with Promo Only to help mold what is played on the radio and in nightclubs. Jason has been invited to DJ for celebrity clients such as Janet Jackson, LL Cool J, Akon, TI, and others. To contact Jason, email DJJasonJani@gmail.com or visit SCEweddings.com. View posts by Jason

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