Help Me!
When a client enquires with you via email or phone, they often don’t know
what to ask. For many, it’s the first time they have been entrusted with
this task. For some, the only thing they can think of is, ‘How much is it
for a disco for my party?’ It doesn’t necessarily mean they are price
hunting. What it often translates to is: ‘HELP ME!’.
Next time you
receive an enquiry asking how much, or what’s your cost, don’t answer the
question straightaway. Instead, concentrate on the acronym ‘HELP ME’.
Take each letter and use it to HELP you to HELP the client; the best
way, by far, of converting that enquiry into a confirmed booking.
Helpful. Clients will look favourably on someone who is helpful. You can be
helpful in many ways such as offering ideas, putting them in touch with
other suppliers or by offering to do something that takes the pressure off
them. The H isn’t just for getting the gig but also when you’re there. Being
helpful to the guests, other suppliers and venue staff does get noticed and
puts you in a favourable light with everyone which equals more referrals.
Expert. Be an expert in your field. Clients will have more
confidence in their DJ if they sound knowledgeable and offer ideas and
solutions that the client hasn’t thought of. Another way of demonstrating
you are an expert is by using stories of past events that demonstrate the
point you are talking about. If you are familiar with their chosen venue,
offer advice based on having worked there before.
Listen/Look
(depending on whether it is a telephone conversation or an email). To be able
to tell the client what you can do to make a great party, you need to know
what they have in mind and a little about their guests too. If on the phone,
guide them into talking about themselves and their plans, then listen and
take notes. This way, what you say will be relevant to them and keep them
engaged. If responding to an email take note of the type of event they are
holding (i.e. tailor your reply specifically to the event they are having -
you don't need to tell them that you do other kinds of events). Also take
note of any comments they have made and address these in your reply.
Personable. definition: "If you're personable, you're friendly and get
along well with other people. Being personable is part of what makes you the
star of the sales team”. The old adage applies; people buy people. If a
client likes you then they are much more likely to choose you as their DJ.
This can easily be applied to emails, although it takes a lot more thinking
about to come over as friendly with the written word than it does on the
telephone. The first, most important, ‘personable’ encounter is when you
answer the telephone. Is your greeting friendly and inviting?
This is the part where you think about your Unique Selling Point (USP) as a
DJ. What makes you stand out from the crowd? What do you do that is
different to your competitors? What do clients comment on when they send you
a ‘Thank You’ card, email or letter? This is a very important part of the
process. If all the DJs that the client contacts sound much the same with
similar services, then he/she will probably choose on price alone. If you
explain to them what you do differently, or what you do particularly well,
you will soon be a '60 watt light bulb' amongst the '40 watters' and your
service will shine!
Next time a new client contacts you and asks 'How
much do you charge for a disco?' – imagine he/she is saying 'HELP ME!'
Till next time
Sandy, Paul & the Team at AMPdj
The contents of this Infomail are ©AMPdj. It can be
reproduced in whole or in part elsewhere provided a clear link to the
original (i.e. this page) is included.