By Gregg Hollmann, “Party Professional”
Recently, I’ve booked a series of parties on the basis that I was the only DJ to pick up the telephone or respond to an email message on a timely basis. Some DJs have become like the stereotypical construction contractor who never picks up the phone and has a full voicemail inbox. Is this any way to run a successful business?
Best Practices for Fielding Sales Inquiries
For phone inquiries, pick up the phone if you are able to. Some of us have full-time jobs during the weekdays that don’t allow us to field DJ sales calls during business hours. If that’s the case, then make sure that you have an engaging voicemail message with your company information, and that states when you’ll return their call. For example, “by the end of the day” “within 24 hours” or “as soon as possible.” Those DJs who are not able to pick up the phone during business hours may also want to consider using a virtual receptionist service like www.myreceptionist.com. Virtual receptionists represent your company, take messages and even book appointments for you.
If you are in a meeting or at a gig and unable to speak on the phone, send the prospect a quick text message stating something like “Hi, this is DJ Gregg. I’m in a meeting right now and unable to speak. However, please feel free to text me information about your celebration. Otherwise, I will return your phone call later.” These text message responses can be saved as templates.
- For email inquiries, respond as quickly as you are able to. Within an hour is best, but definitely within one business day. To maximize your efficiency, have a library of email response templates at your fingertips.
For those email inquiries that come in during the weekend when you’re working at a gig, send prospects a short email note stating – “Hi, this is DJ Gregg. Thank you for your inquiry. I am performing at an event at the moment, but will send you a detailed response by Monday morning.”
- On your website in the “Contact Us” section, state your preferred communication methods (phone, text, Facebook message), the best times to reach you and your policy about returning voicemail and email messages.
By implementing these best practices, you will demonstrate to prospects that you are a DJ who is on top of their business. It will increase their confidence to book with you. Conversely, if you are lackadaisical in responding, this will debase a prospect’s confidence. They might rightfully think, “if this DJ won’t even return my phone call to make a sale, then how responsive are they going to be when planning my party?”
Responsiveness During the Event Planning Process
After you’ve booked an event, the importance of responsiveness does not diminish. Particularly in the wedding world, brides are nervous, and an unresponsive vendor will further increase their apprehension or even produce feelings of anger. In fact, a lack of responsiveness in the planning process can set a bad tone for the entire success of the event.
My personal recommendation is to respond to all client email and phone calls within 24 hours. If you are tied up or their question requires research, let the client know that you’re working on it and will get back to them in a few days. Show the client that you are a DJ who is a true professional and on top of their business!
As the owner of a multi-op business, one of the most important principles that I instill with my DJs is that of communication. For standard private parties, they are required to check in with the client by Tuesday the week of the party to introduce themselves, confirm the party time and review the event timeline. This “check in call” places the client at ease and sets the tone for a positive working relationship. It also sets the stage for a gratuity. Absent these check-in calls, clients get anxious and these negative feelings may detract from their final experience, even if you rock their party.
I’m confident in writing that increased responsiveness will result in increased sales for your DJ business. Take a moment to gauge how responsive your DJ service is. Are there areas where you can improve? Remember, sometimes it’s not the best DJ who gets the job. Be responsive!