|Posted on July 7, 2016 at 3:30 PM|
So, I was recently on Youtube, and came across a video in my feed as a "recommended video" to watch. I clicked on it because the title looked interesting, "Sales Tips for Selling Your DJ Services with Rick Brewer." I work every weekend, so the video itself doesn't really apply to me, but I always like to see what new tactics my competitors are using to artificially make themselves look better. The speaker in the video is the type of guy who gets hired to do sales presentations in Las Vegas for DJ conventions like Mobile Beat which occurs every February. A number of my competitors attend Mobile Beat every year with hopes of becoming a better DJ since they haven't figured it out yet. I got a quarter of the way through the video, and realized that the salesperson in the video is not much of a DJ; any real DJ would recognize that he is a poser.
A poser is one who claims or acts the part, but is not in the business for the art or creativity. Instead they are in it for the money or image. His poserness became most apparent to me when he explains that it's the performance, and not the music which is important in DJing. This is a guy who has given up on the true essence of what a DJ is (playing great music), and has sold himself out to the business side. Let's just say that if you put this guy next to me at a DJ event; he would get embarrassed real quick.
Lately I've been seeing more and more of this way of thinking in the Albuquerque DJ industry. There's actually a DJ company in Albuquerque which is part of a franchise system with its headquarters located in another State. The company issues bonuses and awards to its franchises that have shown the most sales growth. This procedure causes company managers to do almost anything to obtain your business including stalking you with texts and phone calls even after telling them no. This process doesn't encourage quality whatsoever; it only encourages sales volume. I know because this company always used to beg me to handle DJ events for them. I told a few of those companies that I wasn't interested in their deceptive practices, and there's no reason for me to buttress their business image with the high quality work I provide. It used to be that this franchise company was looked down upon for their practices, but many DJs have been selling themselves out by going political first.
So, what would I look for when picking a DJ for my event? Well, salespeople can say pretty much anything to prop themselves up on a pedestal, but we all know that talk is cheap. The better question to ask is, "What are the red flags that indicate a garbage company?"
First, always check if the company is a multi-op with more than two DJs. Multi-op companies are the very definition of greed over quality. They are easy to recognize because the company will post pictures of a crew of employees. Or, they will post on their page, "employment opportunities available," or something similar. Run for the hills when you see this activity. I've been getting numerous calls from brides and grooms telling me that their DJ cancelled on them a week before their event. Guess what, all of these calls have come from clients that booked with a multi-op company recommended to them by a venue manager or photographer they have close ties with.
With a multi-op company, like Forrest Gump would say, "You never know what you are going to get." You wouldn't want the guy next door performing brain surgery on you right? You wouldn't want that same guy performing at your intricate and detailed wedding either. In all the time I've been a DJ I've never missed an event that I was hired to perform at, and I am a single-op company with two assistants.
The second factor to consider is their political connections in the industry. Political science is essentially influencing others through coercion via group-think. It's basically herd mentality where a larger group can manipulate the thinking of another group even when the thinking is erroneous. I'm in the process of writing a separate blog about this specific subject, but I will touch on it here. The more a vendor must actively contact vendors, photographers, wedding planners, and venue coordinators in order to get work, the worse the product is. One, it gives them the option to slack off more since they know they will continue to get work via recommendation from other gullible vendors and managers. Second, their product is so bad that they can't rely or depend on repeat business based on prior client or guest recommendations, so they need to go political to survive. I will be expanding on this topic in a future blog, so stay tuned.
The next red flag is an inflated price for services. There's a whole psychology behind price setting. Researchers conducted studies where they placed two cakes exactly the same side by side. The tasters were told that one costs $15.00, and the other costs $45.00. The tasters described the $45.00 dollar cake as having a better flavor and smoother frosting. They were exactly the same cake, yet the tasters' minds were manipulated into thinking the more expensive one was better.
This is price setting trickery at its best. The over-priced company sets their prices in such a way as to try and make you think you are getting a better product, and also so you won't complain when things go wrong. Price gouging also feeds into the concept of "The Cinderella Factor" the salesman discusses in the video. No one wants to look like a fool for paying too much for a service, and then having to say that it did not live up to expectations. Reasonable prices make the client take a more critical and involved approach with their event. This concept will never work with most of my competitors because they have either a quota to make (set by a franchise in another state), or they have uncontrolled business expenses which they need to dig themselves out of every month. I'm not affected by those harnesses.
So, why did I draw attention to the video? I need people to see the sales trickery they are up against in this wedding industry when they go out and interview DJs and other vendors. You will see more and more of these slick salesmen as there has been an influx of people into the wedding industry due to job turnover, or people thinking it is easy money. They will often take cover under the banner of a well-advertised company name in trying to get experience. Do you really want your event to be the one they are getting experience on? People need to see the difference between a company where the ultimate goal is sales volume, and another one such as Red Sapphire DJ Entertainment where quality is paramount.
Below is the video information, and thanks for reading.
Search in Youtube "Sales Tips for Selling Your DJ Services with Rick Brewer" to find the video.