Why you should fear bad reviews

[rickryan.com]

Interesting article, and chilling. Some here have chided myself (and others) about being fearful of bad reviews. Perhaps you think you're impervious to it but bad online reviews can have a serious impact on your business. Fair warning.

http://www.theblaze.com/stories/201...gus-online-reviews-can-sink-small-a-business/

 

[Dj Jimmy D]

I do not fear bad reviews. I have a excelent client base that I receive plenty of business from and a bad review from someone only makes me want to learn what I did wrong or what they percieved that I did wrong and fix it. Now if it is a bad review from another DJ company in hopes of me losing business well then that is a different story.

 

[ahoustondj]

Those who live by the sword would die by the Sword. If one only depends on these Reviews for survival it will drive you crazy. Yes, I can see how it can sink you. So now you have to worry about getting the Gig, doing the Gig and then also worry about reviews after the Gig. Ludicrous I say! Be in a place where it won't matter and cannot affect you.
Do your own Productions.
Clubs, Bars, Sports Bars and Restaurants are great places to DJ.
Get an Agent.

 

[rickryan.com]

Those who live by the sword would die by the Sword. If one only depends on these Reviews for survival it will drive you crazy. Yes, I can see how it can sink you. So now you have to worry about getting the Gig, doing the Gig and then also worry about reviews after the Gig. Ludicrous I say! Be in a place where it won't matter and cannot affect you.
Do your own Productions.
Clubs, Bars, Sports Bars and Restaurants are great places to DJ.
Get an Agent.

Agreed. It's best to have a well-balanced approach and biz plan, so that bad reviews can't sink you. However, I was more addressing proformance's ridicule that you shouldn't care a bit about them. My opinion, that's a fool-hardy approach, at least for us wedding DJs (not so much booking agent events or club work). Online reviews carry a lot of weight for consumers who are shopping your service via the internet and should be handled, carefully from the DJ's perspective.

Now that's not to say you should go nuts over a few bad ones. If you get any volume of reviews you know, bad ones are going to happen and in some cases, a small percentage of bad ones seems to validate the good ones (at least it did for me). When I was at 50, I remember meeting with a prospect who actually asked me if they were fake, simply because I didn't have any bad ones showing (I'd given in to the extortion threats by a couple of clients). After that, I decided I'd continue to do all I could to make clients happy and thwart bad reviews but I'd stop short of letting them black-mail me. I believe my strategy is working.

 

[ahoustondj]

Agreed. It's best to have a well-balanced approach and biz plan, so that bad reviews can't sink you. However, I was more addressing proformance's ridicule that you shouldn't care a bit about them. My opinion, that's a fool-hardy approach, at least for us wedding DJs (not so much booking agent events or club work). Online reviews carry a lot of weight for consumers who are shopping your service via the internet and should be handled, carefully from the DJ's perspective.

Now that's not to say you should go nuts over a few bad ones. If you get any volume of reviews you know, bad ones are going to happen and in some cases, a small percentage of bad ones seems to validate the good ones (at least it did for me). When I was at 50, I remember meeting with a prospect who actually asked me if they were fake, simply because I didn't have any bad ones showing (I'd given in to the extortion threats by a couple of clients). After that, I decided I'd continue to do all I could to make clients happy and thwart bad reviews but I'd stop short of letting them black-mail me. I believe my strategy is working.

If I recall correctly, when I visited with Bob (Proformance) in Boston a few years back his business model would not be adversely affected by bad reviews if he was to get any at all. He markets his business in a more direct way in his territory. Whereas those DJs who just depend on their websites and other sites like Wedding Wire to bring in business are at the mercy of those sites and the people who frequent them. Ask yourself, if those sites on which you rely were to disappear for a month, would you still get new business that month? I am not saying they don't bring in new revenue but they are nothing more than "Order Taking Tools".

 

[rickryan.com]

If I recall correctly, when I visited with Bob (Proformance) in Boston a few years back his business model would not be adversely affected by bad reviews if he was to get any at all. He markets his business in a more direct way in his territory. Whereas those DJs who just depend on their websites and other sites like Wedding Wire to bring in business are at the mercy of those sites and the people who frequent them. Ask yourself, if those sites on which you rely were to disappear for a month, would you still get new business that month? I am not saying they don't bring in new revenue but they are nothing more than "Order Taking Tools".

I agree with your assessment on the "order taking tools". That's why I won't let bookings be handled by places like Weddingwire, Gigmasters, etc. I get the lead from them then manage it within my own database. Same holds true for gig requirements. I won't use DJ Intelligence precisely because they'd be in sole possession of my databae. As for leads, I try to spread out my marketing and lead sources among multiple channels, both internet as well as local, co-vendor relationships. Now I do use WW exclusively for getting reviews, but I always keep a copy of the actual reviews and associated comments, in case they go belly up or I have a falling out with them. I'm curious about a biz model that isn't affected by online reviews. Care to expound?

 

[Ausumm]

I do not pursue any of the wedding sites that feature reviews.
Problem solved.

FWIW, Rick...
I realize that a scathing review can harm your business.
What I never understood is why you worry yourself over anything that's not a 5-out-of-5 stellar review.
A 4 out of 5 is not going to sink you.

 

[ahoustondj]

I'm curious about a biz model that isn't affected by online reviews. Care to expound?

You may not like to hear this and I mean no offense to you but reviews are like "pats on the back". It is an ego thing for DJs. I stay busy without them. I do have references in case a potential client asks. However, if one does an excellent job of selling themselves and can relay their confidence in what they can deliver to the client so that they absorb it, references, reviews etc are unnecessary.

You have to build relationships with those who are the Nucleus such as Venues, Florists, Party Rental Companies, Entertainment Agencies, Photographers, etc. Some of these folks will get more inquiries about Wedding/Party Services than the individual DJ. When it comes to booking Vendors, what is the general priority list of the Clients? Depending on where you are on that list means that everyone else above you will be a nucleus and those are the people with whom you have to Buddy up! Again, don't expect something for nothing. Be willing to offer compensation for work performed by others on your behalf. Those who are not willing to pay surely do not understand business and will continue paddling up river by themselves.

 

[rickryan.com]

You may not like to hear this and I mean no offense to you but reviews are like "pats on the back". It is an ego thing for DJs. I stay busy without them. I do have references in case a potential client asks. However, if one does an excellent job of selling themselves and can relay their confidence in what they can deliver to the client so that they absorb it, references, reviews etc are unnecessary.

You have to build relationships with those who are the Nucleus such as Venues, Florists, Party Rental Companies, Entertainment Agencies, Photographers, etc. Some of these folks will get more inquiries about Wedding/Party Services than the individual DJ. When it comes to booking Vendors, what is the general priority list of the Clients? Depending on where you are on that list means that everyone else above you will be a nucleus and those are the people with whom you have to Buddy up! Again, don't expect something for nothing. Be willing to offer compensation for work performed by others on your behalf. Those who are not willing to pay surely do not understand business and will continue paddling up river by themselves.

In the direct-sales world, where I'm selling directly to the end client, reviews are much more than "pats on the back". They are money in the bank and those reviews put dates on my books. You might continue to argue that but, no offense intended, you aren't really in a position of authority there.

As for the relationships, I think you're spot-on and in the past year I've started offering a kick-back, referral fee, commission. It seems to be having some success but nothing earth-shattering. Like I said before, I think it's better to diversify my efforts in marketing. I've chased a couple of booking agents in this town but, so far, nothing to show for it. I think the agents in this town are heavily-leaning towards live acts and poo-poo DJs. I am landing some planners and venues and just this morning sent an email to a high-end planner, with whom I just landed a March, 2014 date (not thru the planner, just working it with her). She got the lighting and uses the big dog company. I offered her the package that she liked at our other event and I'm hoping I can use this event to wedge my way into their referral channel. They could put me in a whole new level of events.

 

[ahoustondj]

In the direct-sales world, where I'm selling directly to the end client, reviews are much more than "pats on the back". They are money in the bank and those reviews put dates on my books. You might continue to argue that but, no offense intended, you aren't really in a position of authority there.

As for the relationships, I think you're spot-on and in the past year I've started offering a kick-back, referral fee, commission. It seems to be having some success but nothing earth-shattering. Like I said before, I think it's better to diversify my efforts in marketing. I've chased a couple of booking agents in this town but, so far, nothing to show for it. I think the agents in this town are heavily-leaning towards live acts and poo-poo DJs. I am landing some planners and venues and just this morning sent an email to a high-end planner, with whom I just landed a March, 2014 date (not thru the planner, just working it with her). She got the lighting and uses the big dog company. I offered her the package that she liked at our other event and I'm hoping I can use this event to wedge my way into their referral channel. They could put me in a whole new level of events.

Again, I am not saying that reviews cannot help but there are more solid ways of generating permanent business and a loyal following than hoping someone sees rave all star reviews and books you. Those reviews can artificially raise that Clients expectations and unless you can articulate what the Clients expectations are, then you are still shooting in the dark. Hence the frustration when you get less than stellar reviews that you are seeking.

 

[rickryan.com]

Again, I am not saying that reviews cannot help but there are more solid ways of generating permanent business

"more solid"? In my view, being able to find the prospect and make the sale myself is more solid than being dependent on someone else to do the selling. Not talking absolutes here, as I'll certainly let someone else sell as well, but I like the idea of being in more control of my destiny. If I fail or succeed I prefer it to be at my hands.

 

[ahoustondj]

"more solid"? In my view, being able to find the prospect and make the sale myself is more solid than being dependent on someone else to do the selling. Not talking absolutes here, as I'll certainly let someone else sell as well, but I like the idea of being in more control of my destiny. If I fail or succeed I prefer it to be at my hands.

You are working hard not smart! Yes, it is more solid because then if you depend on you then when you stop nothing else happens but for the other method, the tap still flows. Lose some of the ego and concentrate on the business. The bank will willingly accept $$$$$ but don't have a place for egos!

 

[oldschooldj]

I use 100% word of mouth for gigs. I fill all the dates I have open for the year without any advertisement, including no web page or facebook. I only accept 26 gigs a year. Once I retire for the second time from a day job I plan to open up to 30+ gigs a year. I also am one of those guys that doesn't take any money till the gig is finished, you don't like what we gave you, you don't pay. So far everyone has paid and all but two gigs they paid 10-20% more than I asked, 2 families even doubled the amount I asked for.

By dealing word of mouth/referalls it saves me a bunch of advertising cost and I am selective of my clients and the atmosphere I play in. I have only turned down two clients so far, one a birthday party with a bunch of teens and the venue was not handicap accessable(I do no carry in equipment events as my daughter who works with me has CP), the other was an indoor event and they were going to allow smoking. I do drinking events but never smoking.

Ray J.

 

[Proformance]

My customers come to me by word of mouth, and generally don't use social media. They hail from a corporate background and generally refrain from posting any kind of opinion online. Negative or otherwise. My "reviews" are much more likely to arrive in the post as a Thank you card form a bride, or a letter on company stationary from corporate clients.

Personally, I don't use social media much either. It's not a reliable source of information and evaluation beyond people you know and trust very well. If you know and trust someone very well - you are far more likely to be engaged in a conversation then posting back and forth to one another. Most people don't turn to anonymous reviews, online acquaintances and Facebook friends they haven't seen in 20 years to get advice and reviews.

I also won't do business with any directory or advertising sites that allow anonymous postings. If people can write about you without identifying who they are then that is simply asking for fraud and abuse. If the site doesn't require a name and registered user behind a comment then that comment is worthless.

What makes a comment valuable is not just what is said - but, often who is saying it. I often get hired on the basis of who I'm seen working for.

 

[Loneavenger]

I'll chime in briefly just to say that i don't use any of the wedding review sites and i am booked or double booked most weekends of the year. When you are good at what you do, word of mouth is the most powerful advertisement for us and i think it would be the same for you as well as judging by what i've seen of your work, you do a great job as well.

 

[Proformance]

In my view, being able to find the prospect and make the sale myself is more solid than being dependent on someone else to do the selling. Not talking absolutes here, as I'll certainly let someone else sell as well, but I like the idea of being in more control of my destiny. If I fail or succeed I prefer it to be at my hands.

One thing to keep in mind about wedding directory and review sites is that it is the customers who are finding you. That's a radical departure and very different kind of sale than a referral. You are not really in control of your destiny - only the blind profile you present to new prospects. It is like cold calling except you never get to hear the objections of people who passed yo by - you only hear from the people who found the message appealing.

Obviously, everyone needs a way to farm new sources of customers. The internet is only beginning to settle into it's social resting place and it is still not always clear the extent to which people can be turned on to vendors they are not already familiar with. Most people still do business with familiar partners. There is also a sense of immediacy with the internet that not only shortens the booking window - but, alters the perceptions people have about your response times. Many internet customers are unrealistic and impatient - hence, the eagerness to over-dramatize things and post negative reviews before making an appropriate follow-up.

We are not restaurants or movie makers - the kind of service where people regularly solicit opinions about things they are already interested in. When it comes to our services people typically start soliciting opinions from trusted friends BEFORE having any particular name in their head. When your name is mentioned by multiple sources it almost guarantees you will be contacted with or without an internet presence.

I need to get back to improving my internet footprint (been ignoring it for several years now) but, it is still second or third in line behind direct marketing and networking. I really want my name to be on people's lips first - which makes being in their browser almost a certainty.

 

[MIXMASTERMACHOM]

The title for this thread should have been "Why should work extra hard to please clients and their guest so you don't get a bad review". Rick you put to much focus on these reviews and keep talking about the bad ones. What happened to you talking more about the good ones instead of the bad ones. NO DJ IN THE WORLD THAT DOES PRIVATE EVENTS HAS ALL OF THEM TO TURN OUT GOOD! There are going to be some bad ones mixed in with the good. My aim is that 95%-99% of the private events we do turn out good. That's what I call a great success rate.

 

[Jas]

Good reviews are important to me, especially with the most popular wedding websites like weddingwire. I'm guessing those of you who don't need them have been in business for 20 years or more. This is my 8th year as a mobile DJ, but I just started on my own in 2010.

Word of mouth referrals take years to build up, at least to where it's the primary source of leads. Good reviews take less time and many brides are looking for good reviews now days. Good reviews give that extra push to prospects that are already mostly sold but still undecided.

 

[rickryan.com]

One thing to keep in mind about wedding directory and review sites is that it is the customers who are finding you. That's a radical departure and very different kind of sale than a referral. You are not really in control of your destiny - only the blind profile you present to new prospects. It is like cold calling except you never get to hear the objections of people who passed yo by - you only hear from the people who found the message appealing.

That's an ignorant statement and betrays your last statement, that you've ignored your internet marketing. There are ways to track click rates, traffic, etc. that tells you whether a particular approach is working or not. Methinks you've been dependent on referrals for too long. If that free lunch ever dries up your goose is cooked. I'd suggest you get busy working on your own marketing efforts in addition to the networking.

Obviously, everyone needs a way to farm new sources of customers. The internet is only beginning to settle into it's social resting place and it is still not always clear the extent to which people can be turned on to vendors they are not already familiar with.

This part is true and shows exactly why reviews are so valuable. The model is changing and your referral folks are starting to NOT be the ones a bride calls for her vendors. An ever-increasing number of brides are using the web to locate the vendors directly. In my view, the top 3 pieces of info that win their confidence are reviews, pics/vids, and sales pitch used on the website. You guys say I spend too much time worrying about reviews but in my studies I place reviews as key in about 1/3 of my prospects. Try taking 1/3 of your front-end prospects away and see if you can still close the same number of sales.

Most people still do business with familiar partners.

True, referrals almost always are better leads. I see less haggling and less time needed to get to the sale. Still, the model is shifting so in my view diversification is key to truly being able to shape your own destiny. Diversifying my prospect channels keeps the pipeline more full than just depending on one variety. By the same token, diversifying product offerings (i.e. uplighting, italian string lighting, photobooths, etc.) moves my average booking amount higher instead of trying to keep competing with the bottom-feeders.

 

[ahoustondj]

This part is true and shows exactly why reviews are so valuable. The model is changing and your referral folks are starting to NOT be the ones a bride calls for her vendors. An ever-increasing number of brides are using the web to locate the vendors directly. In my view, the top 3 pieces of info that win their confidence are reviews, pics/vids, and sales pitch used on the website. You guys say I spend too much time worrying about reviews but in my studies I place reviews as key in about 1/3 of my prospects. Try taking 1/3 of your front-end prospects away and see if you can still close the same number of sales./QUOTE]


Rick Ryan, I can second what Bob said, in the response you made to him. A lot of the Clients Private and Corporate with the big $$$$$$ do not waste their time going on the internet looking for DJs, Reviews etc. They have different sources for finding their Vendors. Its just like the repeat clients that I have some directly from my Agency and some referred back to the Agency by the very clients we serve.

At one of my Country clubs we have two contact people out there. One uses us for the Corporate in house events while the other Contact is our liaison between the members and us (Entertainment Agency and us.) The latter could have very well gone on the Internet and choose their own DJ to bring to the Country club but didn't. If you were to get into a Niche like that you will see how quickly you will be the one that they will call when they or their friends need your services.