A lesson learned from East Coast DJs
At the 2015 DJ Expo, attended by hundreds of wedding and mobile DJs, ideas are traded around among the attendees that represent all corners of the globe and of course, the United States. Of course this presents different points of view, particularly on the topic of sales.
Temecula, California based wedding DJ, Jay Brannan and Wisconsin based wedding DJ, Brian Redd, picked up on a noticeable difference on how East Coast DJs sell themselves differently than West Coast DJs (and Midwest, I'm assuming for Brian).
The not so secret sales tip: They don't sell themselves short.
Inquiring clients are always looking to save money. But they are also interested in added value. That is exactly, in general terms, the East Coast DJs sales approach.
Think of this situation than many of us have likely been in ... making a big DJ gear purchase. You've got a package of two speakers with stands offered to you for $1,200. A three year service plan on the items will cost you $300 and speaker bags an additional $100 -- a $400 combined value. You are hoping to pay a little less on the speakers so you can afford the additional $400. Your salesperson explains while he cannot offer any lower on the speakers, he can provide the service plan and bags for $200 (instead of $400).
You've just been offered something that will provide you exactly what you want, and although you'll need to spend an additional $200, you are actually saving some money too. You've been offered additional value and take the deal.
In a competitive wedding DJ market, you will always experience customers that need to cut costs. Understandably, those customers are comparing once price to the other and unless they understand the difference in value, they will ultimately go with the lesser price. However as a professional, you/me/we need to convey why we are a better value because of our experience. We need to be ready to explain why we are charging more and why we are a better value.
Now think of your own scenario. Your offer a quote for wedding DJ service for $1,400 and someone else has quoted a potential client $995. Naturally they are looking to you to match that.
The East Coast DJ mentality would be to simply say no, but offer added value. Perhaps it's a wireless speaker set-up, a cake pin spot, an additional hour of service, etc. Whatever it is, it's something that you are equipped to offer that the other guy does not. And you are able to do so because you've been doing this for 10+ years. You have added value, both in terms of your experience as a wedding MC and host, and in terms of extra pieces of gear that will enhance that potential clients event.
Now that potential client is an ACTUAL client because they recognize your value.
Thank you to Brian and Jay for sharing these thoughts. Here's the video: