We are, are own worst enemies. Having said that our society tells people(tv,radio,newspaper,internet) best price in town, we wont be undersold, you wont find a better deal anywhere I guarantee. Yet djs are trying to change that mentallity. Why? Because we're worth more, we're the most important thing that will happen to you at your event,etc etc.
As I see it not all but most people dont really understand anything more than price. It is the most relevant aspect of anything you purchase, regardless of the quality or lack of. So you have to be really good at selling yourself to people to overcome price.
Now when djs, and I cant tell you how many times Ive heard this, they just arnt my customers if they wont pay my fee. In reality what you should be saying is I didnt do a very good job of selling myself. But that leads to the next question. If they arnt your customers whos are they?
And this leads to the next level of pricing for people. Now if they have a preconcieved idea on pricing then the person who sells them on themselves will win, now if this person cant convince them they will drop to the next level. Now if they cant find anyone at the bottom level they have a decision to either take whats there and hope for the best or go back up to the best presentation.
You may very well be worth everything you say you are but we as an industry need to realize that there are different levels of customers so to me it only makes sense we have different levels of dj services. Are there people out there that will undercut the market sure there is. But just like the store front down town who has had 7 different businesses in it the last 5 years they will either die or just get by from the ones you wont serve because they arnt your customer.
Bottomfeeders hate the term. This term is used IMO used because we lack some basic fundamental skills in salesmanship. Any good salesman knows that not everyone will buy the best salesman know they can get a bigger percentage to actually buy than most.