Who is your competition?

Proformance said:

The fact that a given client does not agree with your opinion of what constitutes "qualified" to do a wedding does not make them "uninformed."

This is not an advertising or communication problem. "Educating" someone on your point of view will not change their core values.

I'm in the market for a new vehicle. I'm goig to buy used because I am not going to spend more than $25,000 for a vehicle. That doesn't make me a "price shopper." I am not looking for the lowest price - I am looking for the best car under $25,000.

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You are mixing apples with oranges. First, I am not saying a client doesn't agree with my opinion. I am saying many clients believe a DJ simply plays music - nothing else. That is ABSOLUTELY an uninformed client. I have educated clients to the contrary MANY times. They come in thinking that, and they end up booking.

Buying a car is a bad example as that is a product not a service and people shop for cars several times throughout their lives.

Blacktie, I get where you are coming from and what you are saying....and many DJs use the "educating customers" route as a sales tactic and it works...but for me...I will not do something I would not want to have done to me...and whenever I go somewhere and the person tries to "educate" me without me asking, I instantly leave. There is a difference between a company who answers a potential customers questions, and a company that tries to educate a potential customer.

If someone calls or emails us with a "how much is it for 4 hours" approach, we simply tell them how much it is and what they get. Anything beyond that is preachy and self serving.

My job is not to make sure the client is completely educated and informed about every aspect in hiring a DJ....my job is to let the client know what WE can offer and do for them, and let them make their decision based on that.

sightsandsounds said:

Blacktie, I get where you are coming from and what you are saying....and many DJs use the "educating customers" route as a sales tactic and it works...but for me...I will not do something I would not want to have done to me...and whenever I go somewhere and the person tries to "educate" me without me asking, I instantly leave. There is a difference between a company who answers a potential customers questions, and a company that tries to educate a potential customer.

If someone calls or emails us with a "how much is it for 4 hours" approach, we simply tell them how much it is and what they get. Anything beyond that is preachy and self serving.

My job is not to make sure the client is completely educated and informed about every aspect in hiring a DJ....my job is to let the client know what WE can offer and do for them, and let them make their decision based on that.

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Patrick,
I hate to be the one to tell you this but that is order taking. On the other side of the coin if you went to a store you may want to be left alone until you are ready to buy and only call for a salesperson at that time. I prefer to have a salesperson with me telling me everything about that product that he/she knows. That person is then sharing valuable information with me that may cause me to rethink my buying decision from one item to another.

Educating someone does not entail preaching to or lecturing that person. It is a presentation that imparts the highlights of a particular product and it's features/benefits. By asking questions of a client you will be better prepared to serve them 100% because you would have opened them up to give you as much information as possible.

It then becomes a two way street. You sharing information about your product or service and the prospect sharing information about himself/herself and his/her needs. With that information the prospect can make a better buying decision and you in turn can rest assured that you are offering them exactly what they want.

I knew a few DJs who used to do packages (Before the internet, I used to offer them too in my mailings/flyers) and they found out the hard way by not asking questions and just taking orders that they went to the gig totally unprepared. How many times the prospect chose the lesser package (To save money) only to have the DJ find out upon arrival that a larger package was what was really needed. The right questions would have brought out that information.

Remember, it is not a them against us or you against the other to win. How many times I went into a store and had a knowledgeable salesperson save me grief by "educating" me on a product I was going to buy.

Using the car analogy, lets say prospect went into a Dealership to buy a new car because he frequently goes on long trips to visit family or for business. The Prospect might think that Gas Mileage may be the determining factor, so he might only want to look at compact cars. An astute salesman seeing that the prospect is about 6' 3" weighing about 250 lbs, may point out that a compact may not be the best pick because comfort will be greatly compromised. It could be that this did not occur to the prospect until it was brought up by the salesman. That is educating! The prospect may then step up to a larger size vehicle that can then meet those additional needs.
This is what you call a win win for both people.

Houston, I think you are misunderstanding what I am saying. It is not simply saying "here is how much we charge" and are done with the call. We do ask questions (when, where, what they are looking for) and then explain the different services we offer...what we don't do (and I could be completely wrong here but I get the feeling you and blacktie are talking about this) is go into an explanation of the different kinds of djs, what makes one a "professional" and what to avoid when looking for a DJ.

sightsandsounds said:

Houston, I think you are misunderstanding what I am saying. It is not simply saying "here is how much we charge" and are done with the call. We do ask questions (when, where, what they are looking for) and then explain the different services we offer...what we don't do (and I could be completely wrong here but I get the feeling you and blacktie are talking about this) is go into an explanation of the different kinds of djs, what makes one a "professional" and what to avoid when looking for a DJ.

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Gotcha! Nope I am not in the business of shooting down anyone to get the Gig. I do state that "I am not your typical DJ" and can be compared to band sound. I then ask the necessary questions such as "Is this your first time hiring a DJ" if answer "NO" I want to find out about that prior experience, what they liked and what they did not like about it. I offer pro sound and experience to be able to do thier gig. Bear in mind if I do not differentiate myself then I may get lumped in with the rest which = being treated like the rest and being paid like the rest. My price come out at the end of my presentation.
What other DJs do and offer out there is their business. The prospect in front of me is my main focus and I will use their information to overcome any potential obstacles that may prevent me from getting the booking.

blacktiedjs said:

You are mixing apples with oranges. First, I am not saying a client doesn't agree with my opinion. I am saying many clients believe a DJ simply plays music - nothing else. That is ABSOLUTELY an uninformed client. I have educated clients to the contrary MANY times. They come in thinking that, and they end up booking.

Buying a car is a bad example as that is a product not a service and people shop for cars several times throughout their lives.

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Well, yes you are saying that - over, and over, and over again. You're doing it to me right now. I do not agree with you that people are stupid. That is a core value difference that will not change no matter how many ways you try to explain it.

You can point out to someone that they are using the word "DJ" when what they are really asking for is an "Entertainer" - but, if they really are looking for a DJ your "education" is wasted breath.

sightsandsounds said:

My job is not to make sure the client is completely educated and informed about every aspect in hiring a DJ....my job is to let the client know what WE can offer and do for them, and let them make their decision based on that.

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That is exactly what we do, and I consider that educating. I am not saying all clients are stupid! I am saying much of my competition is the uneducated client. IF they get to me (many times they don't because they got the $300 quote and thought it was such a great deal, they booked on the spot).

This reminds me of an example. We had a wedding 4-5 months ago and there was another DJ playing the same venue down the hall. I showed up about 30 minutes before the end time and our dance floor was packed. The other DJ was sitting in a chair behind a table, with ONE speaker in back of him. I ONLY WISH I HAD A VIDEO CAMERA! Their guests were literally looking at each other and sitting at their tables. My DJ said to me - "You're not going to believe this - the groom from the other wedding came over and asked if we could take over their wedding when we were finished here." I did a little research and this was the EXACT bride who saw us at a bridal show and said we were too expensive as she found a DJ online who was $500 less expensive than us. At that time, I asked her what she was looking for in a DJ and she said price - that's it. I wished her luck...that is who she ended up with.

We can't change the way people think, but we can educate them as you describe (asking them questions and telling them what we offer). Doesn't mean they're stupid - just uninformed. I just wish they could GET to us to give us a chance to educate them.

blacktiedjs said:

T
We can't change the way people think, but we can educate them as you describe (asking them questions and telling them what we offer). Doesn't mean they're stupid - just uninformed. I just wish they could GET to us to give us a chance to educate them.

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Are you a teacher, a BS artist, or an entertainer...?

blacktiedjs said:

That is exactly what we do, and I consider that educating. I am not saying all clients are stupid! I am saying much of my competition is the uneducated client. IF they get to me (many times they don't because they got the $300 quote and thought it was such a great deal, they booked on the spot).

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It doesn't matter what word you use, "uneducated, uninformed, disinterested, price shooper, impulsive..." the bottom line in your position is that without your "enlightened" guidance people just aren't smart enough to "get you" or truly understand why you are "superior."


I don't agree. I believe people are just as smart enough to know when the other guy is lacking the right information and price as they are to know when my information and pricing is more credible.

What you don't understand about my car buying analogy is perfectly evident in your example about the bride who hired someone $500 less than you and got crap. I know for a fact I can find DJs who are better than you for $500 less and possibly quite lower. I just have to be willing to make the effort.

Brides who end up with crappy DJs lack motivation not information or education. ALL of them fail to check client and professional references, and they fail to diligently shop around, or follow up in a timely manner. If you were truly "educating" prospects they would use that information to hire the guy who's both better and cheaper than you.

That's not what a sales pitch is doing. The sales pitch needs to make a connection that precludes then from shopping around. If you're successful the bride decides: "this is what I want, and the price is fair enough that I can stop searching now." People who stop at the first thing they find lack motivation not information.

Some people just want it done more than they want it done right. This is where the crappy DJs excel; and that's a motivational deficit not an educational issue.

SoftJock Rick said:

Are you a teacher, a BS artist, or an entertainer...?

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All three. :tribiggrin::tribiggrin:

Proformance said:

That's not what a sales pitch is doing. The sales pitch needs to make a connection that precludes then from shopping around. If you're successful the bride decides: "this is what I want, and the price is fair enough that I can stop searching now." People who stop at the first thing they find lack motivation not information.

Some people just want it done more than they want it done right. This is where the crappy DJs excel; and that's a motivational deficit not an educational issue.

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Never looked at as lack of motivation. That is a good point. Definately true with the "done more than done right". I do get the grooms more than brides that say "Oh you guys are within our budget - go ahead and book it so I can mark that off on our checklist"

I guess my biggest competition may be the crappy DJs that excel in keeping clients from calling me.

blacktiedjs said:

Never looked at as lack of motivation. That is a good point. Definately true with the "done more than done right". I do get the grooms more than brides that say "Oh you guys are within our budget - go ahead and book it so I can mark that off on our checklist"

I guess my biggest competition may be the crappy DJs that excel in keeping clients from calling me.

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Look at it this way... Do they want GREAT, AWESOME, THE BEST for $$$$ or just be happy and content w/ AVERAGE, MEDIOCRE, PLAIN for $$?

This happens to me all the time. Someone tells me I am everything they want - cept the price. So they are content to settle for less (both quality and price). A few times they get it....

It really boils down to trust and street cred. If you are 'all that and a bag of chips' and can convince her of the fact w/o backstabbing or acting all ego and stuff, she should book.

Since we share the same market, who would you define as crappy?

Oh, I just thought of something else. Take all away what makes us unique (reputation, style, equip, dress, etc). Remove small things that the couple might/might not notice.

Guest perception is what is really key.. A $300 DJ can easily 'rock da house' same as a $2500 DJ.

So in the end, what is really the better value?

Honestly, you're biggest competitor is yourself. If you start paying too much attention to local companies, then you start to resemble their services. We are in the business of selling an experience. Perception is one of the most important aspect of your offer. This includes:

company name... does thIS match your target market/help your value proposition
logo... does the font/layout/graphics/color/wording match your target market/value proposition
slogan... does it further define your company appropriately, does it answer any questions someone might have about the company that the actual company name does not?
business cards... does it incorporate everything mentioned from the logo, company name and slogan above
phone/in-person sales presence... do you have a dog barking in the background? Is it a calm environment? Do you care about their needs? Is it natural and light hearted?
website layout... is it current? it is professionally design for your target market?
media... do photos/videos help visitors envision what you can do for them, testimonials convey trust and help sell your services, is it outdated
staff training and performance... this is a no-brainer
office location... gives credibility and says your business has strong clientele (justify cost with your business plan)
company uniforms... how does it further brand your image (colors/attire/name tag)?
800 number... adds credibility and extends your target market/if possible try to have a phrase that matches your target market/company image
planning forms... organize your information effectively for staff and clients, improves the planning process
equipment setup... equipment should never be a primary selling point, is it a clean setup? What ways can you differentiate your setup (company logos on laptops, etc.)?

Given that you already have your own equipment, all of the recommendations above cost almost nothing to implement (besides the website layout and office). A 800 number can run up to $30 a month. From what I've seen, it is better to either be on the low end of the high end with pricing. Avoid the deadly middle, because they all start to blend together and get forgotten very quickly. Think about it, people either want to save a ton of money... or out do their friends reception (i.e. cheapest or most expensive). Most people won't want to spend an average amount of money on a package (they associate this with average expectations).

Another question, are you accepting credit cards? Remember that weddings are a luxury good, people like to put it on plastic and forget about it. I'm in Michigan, and we have been hit extremely hard over here. I saw some changes coming in the way clients would book their vendors, so I decided to start bundling services. If I spent all the time analyzing what local companies did, I might not have ever got into pipe and drape... I just booked a client last week for $5,000 worth of fabric.

Ed Witles said:

Look at it this way... Do they want GREAT, AWESOME, THE BEST for $$$$ or just be happy and content w/ AVERAGE, MEDIOCRE, PLAIN for $$?

This happens to me all the time. Someone tells me I am everything they want - cept the price. So they are content to settle for less (both quality and price). A few times they get it....

It really boils down to trust and street cred. If you are 'all that and a bag of chips' and can convince her of the fact w/o backstabbing or acting all ego and stuff, she should book.

Since we share the same market, who would you define as crappy?

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I get that sometimes - "you guys sound great, but your price is too high compared to DJ XYZ". Thing is - they called me back because they are looking for a price match (which I never do) or there was something they didn't like about the other DJ. In either case, I can sell them on us on a variety of points. Again - the problem isn't a COMPARISON of price, it is the client who never calls me.

Crappy:
Crappy appearance - View attachment 24432
Crappy M.C./Coordination skills
DJs that ignore client request/request lists/do not plays
DJs that don't show up

By the way, that picture was sent to me by a bride who said this is what she had at her sister's wedding and wanted to make sure our did not look like that. That DJ would not play requests, played EVERY song that was on their do not play list, refused to turn the volume down when asked. You guessed it - $250 for 4 hours. This bride said, she thought all DJs were pretty much the same which is why her sister booked him. I hear this at least 2-3 times a month.

OMG - Hide that.......

I know right?

I have not setup like that in over 15 years (at least not a wedding).

I know several who work in the area, but hope they don't show up looking like that. Does not help our reputation much.

Ed Witles said:

Oh, I just thought of something else. Take all away what makes us unique (reputation, style, equip, dress, etc). Remove small things that the couple might/might not notice.

Guest perception is what is really key.. A $300 DJ can easily 'rock da house' same as a $2500 DJ.

So in the end, what is really the better value?

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Absolutely! Sometimes we are the "cheaper DJ" - so there are definately great DJs with bargain prices. As long as they are good in the client's eyes that is all that matters. I just see a a lot of calls and even some from DJ applicants that fit into the "crappy" category above.

Ed Witles said:

I have not setup like that in over 15 years (at least not a wedding).

I know several who work in the area, but hope they don't show up looking like that. Does not help our reputation much.

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With the amount of volume we do, I guess that is why I see it more. I usually see something like that once or twice a month. It may not be that bad, but I recently saw a DJ who had ONE speaker behind him, he was sitting in a chair at his DJ table and nobody dancing. I thought maybe it was dinner time and didn't think about it much. Came back 3 hours later and he didn't move and still an empty dance floor.