1. Think about your product as a verb: You are a DJ . If you think that you sell music (a noun), you’ll talk about playlists and sound systems. If you think you sell entertaining (a verb), you’ll talk about the role your personal talent plays in your customers’ events. You’ll sell more as a result.
2. Only pursue prequalified leads: Contacting more potential customers usually doesn’t create proportionately more sales, because you spend time with people who aren’t likely to buy. Instead, use online research to prioritize opportunities on the basis of who’s bought in the past.
3. Never waste a customer’s time (or your own): Decide from the start that you’re absolutely not going to sell anything that is not a value to the client. Rather than doggedly trying to sell, find out quickly if there’s a match. If not, terminate the conversation and move on.
4. Listen more than you talk: When speaking with a customer, don’t give a pitch about what you can do. Instead, have a conversation about what the customer needs. Ask intelligent questions so that the two of you can discover when and how (and if) you can work together. Two Ears, One Mouth!
5. Cut your paperwork: If you spend more time selling (especially to qualified leads), you’ll make more sales. That’s why it’s very smart to figure out ways to spend less time doing paperwork–so that you can spend more time actually working with customers.
6. Reduce your “sales reaction” time: The shorter your sales cycle, the more you can sell during any given period of time. While customers buy at their own pace, make certain that every ball that ends up in your court gets handled immediately (or sooner). Respond to every inquiry in 2 hours or less.
7. Increase your Fee Structure Incrementally: Remember, it’s better to book a $2000.00 event than to book 10 events for $200.00 each. Remain aware of situations in which additional services can be appropriately added to the event . You’re doing a favor for your customers, because you’re saving them time and in most cases, money.
8. Keep your pipeline primed. When you’ve got plenty of customers, it’s easy to stop developing future opportunities. However, if you don’t lay the groundwork, you could end up spinning your wheels next quarter. Spend one hour a day on marketing. You’ll be glad you did. The most important time to seek new business is when you are the busiest.
Until next time, Alan
Alan Dodson conducts industry workshops covering sales, marketing, social media and Master of Ceremonies and does one on one consulting with his company Top Gun Systems. His goal is helping event professionals excel in their local markets. He has been a sales specialist, mobile DJ, entertainer and event professional for over 30 years. He owns a 29 year running bridal show and Mr. Picture Booth Manufacturing in Bristol, Tennessee.
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