I can definitely sympathize with Mac & Ducky's plight, and its great they posted here on this.
When asked this question ("What makes you different?") I don't even have to think about it - the answer is right there.
Two things pop up right away:
1) Superior customer service. Responsiveness, availability for questions, in-person consultations, all of these are an emphasis of mine. Sad how uncommon it is, as Ducky said, for dj's to answer phones or return calls (in a good number of cases). For "being in business," a lot of them sure don't ACT like a business!
2) Super-detailed event planning. My wedding planner and the resulting itineraries are far more organized and comprehensive than most. I had a coordinator just last night (first time working with her) tell me I was by far the most organized of any dj she has worked with.
I place a ton of emphasis in marketing, site, consultations, etc, on my pre-event planning process. My wedding planner is very detailed - more so than any other planner I have seen locally, or online nationwide for that matter. It is currently 5 pages long with all pages crammed full of info to be answered or filled out
I'll admit that in the beginning, being new to dj'ing, I built this planner for my OWN benefit to make sure I hit on everything, got all relevant info, etc, but it didn't take long at all for me to see, based on their own response and feedback, the amount of positive impact this process and the materials have for the potential client.
It really gives them peace of mind that I have the process down because of all the thought attention to detail, etc. They see the organization in my process and the thorough nature of it and it lets them know that I "get it."
That I then have the "skills" to actually execute it the day-of almost becomes assumed as a given at that point, though I do of course have a very extensive list of testimonials and references as well.
Maybe its just in my market, but more concern seems to be placed by the clients on planning and running of the event from a coordination standpoint than just "what music you are going to play." At least that's the way it SHOULD be, and even if they don't know it coming to meet me for the first time, they leave starting to understand that!
So in a nutshell, that's where I place a great deal of pride, is in my process. It makes sure the job gets done right every time, ensures consistency and complete customization, and it satisfies the emotional and psychological worries and concerns potential clients have about my ability to handle their event from a logistical standpoint. Once they get hit like a steamroller with all my planning materials at that first consult, before they even hire me, that barrier is suddenly removed and we can roll through the rest of the process quickly and painlessly, usually with just two appointments (The initial consult, and the actual planning meeting about a month or so (ideally) prior-to the wedding itself.)
The way this "difference" in my services is integrated into the process, and the way I approach the first free consult, is:
1) "Getting to know you." Asking about them, event details, what they are looking for, etc.
2) Tell them I am going to go through my spiel regarding my process in a linear fashion from that first appointment through the day of to let them know where we will end up and how we will get there (start with wedding planner packet and show them a sample of a resulting final itinerary), and then if they have any questions that aren't answered by me "presentation," I'll be happy to answer them.
3) I answer any remaining questions not previously addressed, usually there aren't many, and a lot of times they will be venue specific, ie special setup considerations for their venue, layout, etc.
That's it! I send them packing with the planning info and a completed contract for them to sign and return to me if they decide to go ahead and hire me, and I leave them be with a very non-obtrusive follow-up process to go about their decision making, and they'll either go with me or not!
P.S. ~ I am always looking for wedding planners from other services online or not to see if anything useful or new can be gleaned that might be beneficial to my materials and process, so if any of you guys have a great one you use that works for you I'd love to see it. I'd be happy to exchange mine as well as long as you're not competing against me in my own market! I welcome feedback and constructive criticisms as well. Thanks!
