Undercut by a Long Distance DJ

[jokerswild]

So I get this inquiry for services:

Rob ~
I am responding to your recent response to my DJ needs. As you know we are planning for an Aug. 2, 2008 wedding. We are "doing our researching" for a DJ for our reception. I am intrested in a list of what your services provide along with a price list.
Thanks you for you time

To which I reply:

Hi Client,

I'm not sure if you got my previous email so I am inserting a copy of what I emailed you moments ago...

"We offer a great 6 hour DJ package that is sure to fit your needs. With our package we include the personal one-on-one pre-event consultations, Emcee duties (i.e. for those important introductions and wedding traditions), a pro-quality state-of-the-art digital sound system, a huge music catalog, on-line planning forms, on-line music requests (pre-event). We also offer additional things such as karaoke and basic lighting."

Our services run hourly at $200/hr for a 6 hour reception this would run you way up into the $1000.00 range but we do offer a great package that starts at $850.00 for up to 6 hours of services: this includes not only the reception time but also the time spent on pre-planning your event, and other event related expenses. If you'd like to add on things like karaoke and lighting there are additional charges for those as they require more equipment then what is covered under the basic DJ package.

I further respond in a second email with:

Let me further expound on what my services include:

Pre-Event planning
On-line Planners
Setup
Emcee duties
Cocktail Music (optional)
Formal Introductions
Wedding Reception formalities such as:
Cake cutting
Bouquet toss
Garter removal/toss
Bride and Groom 1st dance
Father of the Bride and Bride dance
Mother of the Groom and Groom dance
Bridal Party dance
Dollar Dance
Specialty Dances
Other - Not specified but done if requested.
Tear-down

There is a lot of work that goes into planning a proper reception I do approximately 20-30 hours worth of work prior to the event itself not including the event time. This work includes phone conversations, meetings with you and your groom, emailing, and planning of the music selection to be played. Also time is spent gathering specially request music. Not to mention there are the professional costs of operating a DJ service that factor into my pricing such as insurance, professional associations, licensing, etc...

There really is a lot to planning a good reception and does require a lot of time in preparation. Let me know if you have any further questions or would like to set a time to meet.

Rob

And I get this as a reply:

Rob -
Thanks for sending what all your services include. However; as mentioned in my earlier e-mail I am also interested in a package price list. We truly want to stay within my set budget with each aspect of our wedding and reception. I would greatly appreciate your prices prior to meeting with you. I'm sure you are busy and I would hate to inconvenience you by meeting if your prices are out of our set budget.
Thank you

Now I'm scratching my head cause I did that already so I reply back with:

Sorry I thought I included that with the email that I sent previously to this one.

Here it is again:

Hourly ~ $200.00 x 6 hours = $1200.00
6 Hour Package = $850.00 (includes reasonable overtime at no extra charge)
4 Hour Package = $700.00 (overtime billed in 1/2 hour increments at $100/half)
Karaoke Add-on = $100.00 (flat rate)
Basic Lights = $50.00 (flat rate)

The required retainer fee is general 1/2 the total price but since we have a good amount of time we can work on the retainer fee. Let me know what you think.

To which I get a standard thank you for your time I need to talk this over with my husband to be and see if this fits into our budget. (RED FLAG) I bet she thinks I'm too expensive and is to affraid to say so...

Nearly a week goes by and no further contact so without a phone number I email this to her...

Hi Client,

I hope your day is finding you well. I haven't heard from you in a few days so I would like to take this opportunity to inquire as to if you need any further assistance with your DJ needs.

Feel free to reply to this email with any questions you have.

Rob

And then I get this:

Rob -
Thanks for all your time. We just booked a DJ out of Bloomington. His name is xxxx and he prices even with the trip to SB is only going to be $650.00 I've seen his work at other wedding receptions I've been to and he does so an amazing job with a very nice set up and is just what we are looking for. Thanks again for everything.

Now here's the thing if this guy is in Bloomington, IL he is 219 miles away and a 3 hour trip... If he's in Bloomington, IN he is 215 miles and 4 hours away. So he's basically willing to make a 6-8 hour round trip to meet with her and then perform for her on her event date thats about 12-16 hours of driving just to do the event.... and he's not going to charge travel expenses????!!??? Is he a moron or just that desparate for a booking?

I guess I'm just dumbfounded by this DJ lowballing me like this... I guess that's what I get for being the New Guy on the block.

the more I think and stew about this she could have at least come back and said "hey I got this quote for $650.00 can you match or beat it?" at least then I would have had a chance to say yes, no, maybe.

I did reply to her and said that if she needed anything I was just an email away and wished her good luck.

 

[DJ Zac]

I did reply to her and said that if she needed anything I was just an email away and wished her good luck.

Rob - There's not much more you CAN do with a customer like this. You gave her what she wanted, and the other guy is going to lose his shirt (if he even shows at all...) Move on and book the date in 2008 at YOUR rate!

 

[Bill Hollick]

Rob,
All is not lost.
Your courtesy and patience will be rewarded.
Stand by for a "My DJ bailed, can you pleeeeeeease help me?" call on July 27, 2008.

 

[Jon Tuck]

It only appears to me that perhaps you filled her head with so much info all she could recall is you were 200 per hour. Sometimes we cant oversell not saying being detailed isnt a good thing but by email that much info can be overkill and why I keep my email msg short but sweet and challenge the client to see if I might be the perfect personality for their event in person no obligation first meetings make or break my chances. IF I get that its around 85% chance I close even if a competitor is cheaper.

 

[jokerswild]

Yeah i see what your saying jon maybe i did include too much information... thing is the very first reply I gave her did give all the information she was looking for yet she still asked again... very strange since all that information is on my site and she could have easily gotten a quote instead of going the rounds with email...

But your right I probably should have emailed something like

Hi Client,

Thank you for your interest in Total Impact DJs. To answer your question we offer a great package that includes all of the formal traditions of a wedding reception. I am excited to be able to offer you this package a great price for only $XXX.XX.

Rob

Thing is I was trying to sell why the price was what it was and thought that if she knew that there is a lot of behind the scenes work involved and not just the 6 hours of play time at the event it would help add value to what I was offering her.

Makes me wonder if it was just price or something more like you said maybe all she took from my emails was $200 per hour.

 

[Jon Tuck]

email has a unique personality and Im not quite sure how to sell until the chance to meet. They then see all the personality I cant emit through email.

 

[Fred Wright]

I've seen his work at other wedding receptions I've been to and he does so an amazing job with a very nice set up and is just what we are looking for. Thanks again for everything.

So why did she bother to contact you in the first place?

Seems to me this bride already had her mind made up and was just doing some window shopping. Yup, the DJ company is gonna lose money on that show, no doubt about it. Anyone priced fuel, a hotel room and restaurant grub lately?

I dunno about the rest of yas... but I'd be in no condition to do a wedding show after a three hour drive. I'd have to get there the day before. That's two days per diem.

That said, I appreciate your professional response.

 

[Papa Deuce]

email has a unique personality and Im not quite sure how to sell until the chance to meet. They then see all the personality I cant emit through email.

but, do you call THEM at 1 AM?, that is the question...

 

[Jeff Romard]

Dear Client

We don't have packages as such. We build a package around your needs. This is just a small part of how we personalize your wedding to you and not just to what appeals to most people. We find by this method the client saves money and time planning. I can tell you our base rate for a 4 hour show at an average size venue starts at XXX.XX

If you have a half-hour on Thursday evening to meet with me I could better show you how your special day can be more special

In a case like yours I would have used something like the above. The fact you emailed her twice may have been enough to annoy her away from you people are strange

 

[jokerswild]

Actually all the emails i quoted from were from the same nite.... I was working 3rd shift and got the first inquiry at like midnight and responded... so the emails went back and forth until about 2am. I figured I had a hot one on the line or at least one that was working 3rd shift like myself. The only time I sent multiple emails before a response was the second set where I re-quoted a previous email then sent a second detailing services. So I don't think it was that I sent too many emails...

I'm starting to think maybe she was pressured to inquire about other services before going with the one she did... probably wanting to see if she was getting a good deal... we'll see or actually she will see.

 

[DougF]

Rob... don't feel bad, I don't know remember how many weddings I didn't get this year because I wouldn't drive 2hours for free for a 6 hour reception that they only wanted to pay $300! Way too many low ballers making it EXTREMELY difficult to get weddings in central Indiana.

 

[jokerswild]

Actually it's not that I'd have to travel very far actually I'm just minutes away from her.... so travel wouldn't have been an issue for me.

My price would have been higher yet if I had to travel that far... 3-4 hours one way... that's a lot of gas and time. And with the prices today gas is like gold... and so is time.

I'm not worried heck there is almost a year for me to book some other bride. It just perturbs me to get slapped in the face by some cheap DJ who must have just wanted to do the gig just for the sake of doing it. I can't and wouldn't be able to survive if I started making bad deals like that. But, who am I to say what is a good deal or bad deal for a particular DJ... for me it would have been bad business to leave money on the table like that.

 

[Randy A]

I'm just a short drive to Bloomington, IN and I would bet I know the guy....he won't be making the trip to South Bend. He takes the bookings and then has someone local do the job. He's called me for years trying to get me to work 'with' him.

 

[jokerswild]

Randy,

Yeah I've heard of companies doing that most notably Solid Gold Entertainment...

I'm not so sure this is the case since she seems to think the DJ she named will be the guy that does the show... she indicated that she's seen him and his setup before...

This fact leads me to believe she was price checking rather than price shopping the difference being while price shopping you haven't bought yet... price checking you may have already bought and are just checking to see if you got the best deal.

Either way it wasted 2 hours of my time..... if it had panned out I wouldn't have called it a waste of time mind you.

 

[DJBob]

Don't let it bother you, she was probably shopping for prices to justify hiring the out-of-town guy. Every market has some DJs who are so concerned about booking the gig that they overlook the profit margin- they can't see the forest because all the trees are in the way. There is a fellow ADJA member in my area who will travel throughout the state for $400-$500 subbing out to other DJ companies, and he's always wondering why he's never making any money. It's a good thing his wife has a decent job.

Back when gas prices were well below $1/gallon it might be feasible to make that kind of drive, but at $3 per gallon two round trips of 500 miles each and a night at a motel will negate any profit that might have been made if he is running a legit business. You have a whole year to book a profit making event on that night.

Actually all the emails i quoted from were from the same nite.... I was working 3rd shift and got the first inquiry at like midnight and responded... so the emails went back and forth until about 2am.

Either way it wasted 2 hours of my time....

technically you wasted two hours of your employers time.

 

[DJFuzzy]

I have tried various methods with the way I quote jobs. I've found that the potential client really wants nothing more than your best offer laid out in a very easy to read manner.

I've tried doing the breakdown like you did and it just confuses people because they're not always sure what to look at. Nowadays I simply give them one number for their whole event.

 

[rictrax]

Hey Rob-

Don't feel too bad about giving too much information. I've been guilty of that before.

Always been a decent performer, but the sales thing is more challenging and has always been my Achilles heel. This year embarked on a sell mo' better program, immersing myself in the following books (more books than I've read in a year since high school).

Selling The Invisible- Harry Beckwith
Book Yourself Solid- Michael Port
Selling 101- Zig Ziglar

All very helpful, but ultimately, I have had to adapt my own version of things to live in my own skin. I simply try to score the face-to-face meeting first. That's my initial goal.

Once I get to the meeting, it's drawing out the clients and trying to see if the chemistry is right. This has been a difficult process, sometimes uncomfortable. I have made a lot of mistakes, including a weird type of overselling once I realize it's not going well....you know, explaining why I can do this and that, way too much info.

It has given me the appearance of desperation at times, I know, and that has cost me jobs, but they were jobs at which the chemistry was just not there to start with.

If the chemistry is there, price becomes a very small issue indeed.

I've even made the mistake of regurgitating sales lines from the books only to have the groom embarrassingly regurgitate it right back to me (Gulp...he read the same book!)

I have also had a couple of prospects who have used me simply to gain information to give the low end DJ they ended up hiring. Stuff about ceremony music, etc.

One thing I've definitely learned is that this email thing is no way to quote anything other than perhaps a range just to see if it's workable. No firm quotes by email. May have cost me a job or two, but for me, it's a policy that I can live with.

My ultimate goal is a strange one, you all may think. It is to recognize the chemistry is not there when it isn't and make myself say "You know, I've got to be honest, I just don't think we're right for each other, but I'll be glad to help you find another DJ."

I may miss a gig, but that's gonna feel really good. One might say "priceless".

 

[DJBob]

I have also had a couple of prospects who have used me simply to gain information to give the low end DJ they ended up hiring. Stuff about ceremony music, etc.

I read a thread on the other boards about a couple that did exactly that- they scheduled a meeting with a DJ and tried to go very in-depth into how the evening will flow and what music will be played. Eventually the DJ referred to the other man at the meeting as the Groom, and the MOB (who was also there with her daughter) said "oh no, he's not the Groom, he's the DJ".

I don't go into too much detail and won't email handouts and planners until the check clears the bank.

 

[Jeff Romard]

I read a thread on the other boards about a couple that did exactly that- they scheduled a meeting with a DJ and tried to go very in-depth into how the evening will flow and what music will be played. Eventually the DJ referred to the other man at the meeting as the Groom, and the MOB (who was also there with her daughter) said "oh no, he's not the Groom, he's the DJ".

I don't go into too much detail and won't email handouts and planners until the check clears the bank.

I'm not sure if I would laugh or punch someone on the mouth

 

[jokerswild]

I was just doing some rough math on this guy chargin 650.00 and no travel fee...

So this guy is going to travel about 876 mi assuming he comes in for at least one face to face meeting with the client and then for the show... current gas price, nevermind vehicle maintenance, is about 3.19 now figure an increase of at least 5% by 2008 and your lookinig at $3.35/gal.

Now if he is using a van or simular vehicle to transport his equipment and lets assume this is the same vehicle he would drive to meet with the client... most vans will only get about 16 mi/gal if your lucky you might squeeze 18 miles/gal...

So lets see:

876 / 17 = 51.53 Gal. gas

51.53 x 3.35 = $172.63

Food:

4 meals at oh lets go real cheap here with mcdonalds $1 menu so there's another

4 x 3.00 = $12.00

So now his food and gas expenses would be: 172.63 + 12.00 = 184.63

so....

$650.00 - 184.63 = $465.37

So is this bride getting a $650.00 DJ or a $465.37 DJ hmmmmm.....?

Of course his profits drop even more if he finds he will need to stay the night at a hotel so even the cheapest in this area would cost him another $70 and up plus tax. If he comes to my hotel I'm chargin him $119 plus tax... plus a non-refundable $200.00 "Stupid DJ Fee"

465.37 - 77.70 = 387.67

Wow that's a great deal...... NOT!