Effective Marketing For Djs

A marketing campaign is an aspect of business everyone knows is important but most business owners have difficulty implementing. In order to succeed every business must market to their prospective clients. After all, how else will people know the business exists? Creating a marketing plan is a great place to start. It is easy to write and will go along way towards creating a marketing campaign that is organized and effective.Marketing Defined

Marketing has many definitions. For our purposes lets define it as anything you do that:

1) will let people know WHO you are

2) will let people know WHAT you offer

3) will help you build relationships with:

a. Clients

b. Other Vendors

c. Other DJs

Marketing also includes Sales and Advertising. Because marketing involves building relationships it is a never ending process.

Marketing Plan Defined

In order for marketing to be effective it needs to be:

1) Organized

2) Dynamic

3) Integrated

4) Constant

A marketing plan is the document you will write that allows you to organize your company’s efforts to establish a corporate identity within the community as you build new customer relations.

The 5 Step Marketing Plan

This is a simplified approach to the complex integration of a wide variety of marketing modalities.

5 Step Plan

1) Research – Situation Analysis

2) Goals

3) Define your target audience

4) Select and organize your marketing tools

5) Establish your budget

STEP 1 – Research & Situation Analysis

There are three things you need to Research

1) YOUR COMPANY

Your want an overview of your company as it exists TODAY. Be completely honest

Questions to help you research your COMPANY situation:

1) How would you describe your business?

2) What services do you offer? (features)

3) What are your key strengths?

4) What are the weaknesses or challenges you face?

5) What is unique about your company?

6) Why would someone use your services instead of a competitor’s?

7) Where would you like to see your company in 12 months?

What obstacles do you face that may prevent you from achieving these goals?

9) What marketing tactics and strategies are you using right now?

10) Which marketing tactics and strategies would you like to incorporate within the next twelve months?

11) What is the most profitable and least profitable aspect of your business?

12) What is the positioning of my company compared to my competitors? Am I the most expensive, best equipped, smallest, etc.

13) What was our gross income vs. profit?

2) YOUR TARGET AUDIENCE

Knowing something about your target audience is extremely important because it will help you know HOW to market and WHAT to use to market to them.

Questions to help you learn more about your target audience:

1) What do customers enjoy about the products and services you offer? (benefits)

2) What media do they follow (Newspapers, Magazines, TV, Radio)

3) Demographics: Age, race, male, female

4) Income bracket

5) Profession

3) KNOWING YOUR COMPETITION

If you had no competition, marketing would be much easier. You need to study our competitors. By knowing more about your competition, you will be in a better position to design a marketing campaign that is truly competitive and reaches more of the type of customer you wish to attract.

You can divide competition into several categories. Those that compete directly with you, i.e. provide similar levels of service, and those that provide less service but are still successful at earning clients and those that provide more services that you.

Questions to help you learn more about your COMPETITION:

1) What services do they offer?

2) How large is the company?

3) Location

4) Hours of operation

5) Marketing they use

6) Sales tactics

7) Type of clients they attract

How much do they charge?

9) Are their clients satisfied?

STEP 2 – Identify Your Goals

This is probably the easiest step. But still requires thought and honesty. Keep these two things in mind when establishing your goals:

1) BE REALISTIC

Look at the research you did in step one and base your goals on something that is clearly achievable. For example you goal may be simply to enter the wedding market. That’s very feasible but stating that you want to dominate the wedding market your first year may not.

2) BE MEASUREABLE

You goal may be to increase bookings each month but it should include a measurable amount. E.g. Increase bookings by 5 per month in 2004.

Entering the Wedding market is not enough, but increasing the number of weddings in 2004 by 10 is. Having a number you can measure will allow you to track the success of your marketing plan. If you have multiple goals this becomes even more important.

Here are some possible goals

- Increase the number of weddings in 2004 by 15%

- Increase the average contract amount for each job

- Increase the number of referrals by 20 each quarter

- Begin an advertising campaign

STEP 3 – Define Your Target Market

Knowing who it is you want to target is extremely important. Since our customer base essentially includes anyone who wants to have a party, a more effective approach can be to divide the population by TYPE of event. Even this can be further divided into four subcategories.

1) Divide by type of Event

a. Weddings

b. Bar/Bat Mitzvahs

c. Schools

d. Corporate Events

e. Birthday Parties, etc

2) Subdivide each by Client Category-

a. Those that require service and are ready to purchase now (hot leads)

b. Those that MAY require services in the near future (warm leads)

c. Past Clients

d. Creating a general awareness

3) You can also subdivide Event type by client demographics;

a. Weddings – Low Budget vs. High Budget

b. Schools – Dances vs. Proms

c. Corporate – Picnics vs. Galas and Awards Ceremonies

STEP 4 – Select the Marketing Tools

There are hundreds of tools you can use and selecting the one that will become part of your marketing plan will depend on several factors that include

What your goals are,

Who your target audience is and

What your budget is (discussed below)

To make this list more manageable lets divide marketing tools into two major groups:

1) Direct Marketing Tools

2) Indirect marketing Tools

DIRECT MARKETING TOOLS

These are tools that gives your client information about your services directly. It puts your contact information in front of them.

a. Business Cards

b. Printed Brochures

c. Electronic Brochures

d. Signage at jobs, on vans

e. Telephone on hold

f. Websites

g. Direct Mails (letters or post cards)

h. Flyers

i. Advertising

j. Newsletters

k. Benefits List

l. Music List

m. Promotional Items (pen, pads, mugs)

n. Press Releases

o. TV/Radio Spots

p. Referral Program

q. Cross marketing program

r. Uniforms and Company Shirts

s. Vanity Phone Number

INDIRECT MARKETING TOOLS

These are tools that tell people something about how you operate your business and what they can expect their experience to be like. Many are free or cost very little to implement but can make a HUGE difference to a prospect when deciding to hire you or not.

Here are some examples of indirect marketing tools:

a. Employee attire (suit vs. tux, vs. T-shirt and jeans)

b. Article in a publication

c. Contact time with your customer

d. How you say hello or goodbye

e. Neatness (office, job)

f. Location (convenience)

g. Hours of operation

h. Toll free numbers

i. Quality

j. Marketing insight

k. Speed (call back time, time to get material requested)

l. Enthusiasm and Passion

m. Credibility

n. Reputation

o. Being easy to do business with (accommodating)

p. Telephone Skills

q. Testimonials / Evaluation Surveys

STEP 5: Establishing a Budget

This is where you determine the cost of your marketing campaign. Research carefully and be sure to include things such as postage, cost of envelopes, etc. As with any properly prepared budget you want to research fees and include as many things as accurately as possible.

Remember that you do not have to do all the marketing at once. You can initially develop a two year plan instead of a one year plan and change the plan as needed. A well planned and executed marketing campaign will bring in more revenue which you will be able to reinvest into future marketing ideas.

Tracking Your Marketing Efforts

Once you set your marketing campaign in motion you need to track its success. The easiest way to do that is with lead tracking. Always ask your customers how they heard about you and write it down. Keep track using a computer or a use a written list but do not rely on memory. You will be surprised at what the true numbers will reveal.

Track your leads by

Geographic area

Where they heard about you

Demographics

Track your Ads

Which ads generate the most calls?

Which ads generate the most qualified clients?

Which ads generate leads that purchase larger packages from you?

Do some market testing. You can ask brides who come into the office to review your ad and ask them if they saw it or what attracted them the most.

Every year review the numbers. You can then study these numbers and it will give you an accurate picture of what is working and what is not.

Marketing Buzzwords

Creating a list of buzzwords specific for each event and client type will help reach the correct audience. Below are some words that work well. Remember to use words that target the type of event and type of client you wish to attract.

High Impact Words

Absolutely, Amazing, Attractive, Authentic, Bargain, Beautiful, Better, Big, Colorful, Complete, Direct, Discount, Easily, Elegant, Excellent, Exciting, Exclusive, Expert, Famous, Fortune, Full, Free, Genuine, Gift, Greatest, Guaranteed, Helpful, Immediately, Informative, Instructive, Largest, Latest, Lifetime, Limited, Lowest, Magic, Mammoth, Miracle, Noted, Outstanding, Personalized, Popular, Powerful, Practical, Professional, Profitable, Quality, Quickly, Reduced, Refundable, Remarkable, Reliable, Revealing, Revolutionary, Scarce, Secrets, Selected, Sensational, Simplified, Sophisticated, Special, Strong, Successful, Superior, Surprise, Terrific, Tremendous, Unconditional, Unique, Unlimited, Unparalleled, Unsurpassed, Unusual, Useful, Valuable, Wealth, Wonderful

Action Stimulating Phrases

Act now! Send your name
Amazing literature.. Free
Ask for free folder
Catalog included free
Complete details free
Details free!
Everything supplied!
Exciting details free
For literature, write:..
Free booklet explains
Get facts that help..
Get started today!
Get your copy now!
Gifts with purchases
Interesting details free
It’s Free! Act Now!
Literature free
No obligation! Write!
Offer limited! Send today
Order direct from:
Order Now!Don’t Delay!
Particulars free
Postcard brings details
Request free literature
Revealing booklet free
Rush name for details..
Sales kit furnished
See before you buy
Send for free details
Send for it today
Send post card today
Send today
Valuable details free
Write for free booklet free
Write us first!
Yours for the asking
32-page catalog free
Booklet free!
Order TODAY!
Now’s the time
Guaranteed FREE with…

Creating Effective Advertising

An advertisement that does not generate calls is a waste of money. So how can you increase the chances of having you advertisement noticed by your target audience?

Make it effective. Your advertisements should include the following points

WHO is selling the product or service – Your Company
WHAT is being offered – DJ and Entertainment Services.
WHERE to get the product, or
WHEN should they contact you
WHY someone should get the product(benefits)
HOW to contact you.
A marketing plan will give you the information you need to create an effective advertisement.

You can arrange the above information using the advertising principle of

A I D A

Attention – Benefit Headline

Interest – Body Copy

Desire – Body Copy

Action – Call to Action

Any of the first three can be replaced by a picture that conveys the same information.

Benefit Headline

You have a split second to grab their attention and hold it. It needs to be powerful enough to make your reader want to read on. That’s what the headline is for. It should be designed to grab their attention and arouse curiosity. The headline also identifies the prospect. It can also offer a direct benefit to your target audience. It should be short and to the point. (Subheadings can be used to further clarify the main heading)

Remember to separate features from benefits

Body Copy

In the body of the advertisement you want to include factual information about what you offer. Here you will offer details as to the benefits of hiring you to entertain. Keep it positive and avoid the use of jargon. Once again keep your points short.

Call to Action

Will tell them what do and when. You want to create a sense of urgency .e.g. “Call Right Now!!” You can offer a bonus “special discount with this advertisement” Remember that an effective advertisement will generate a response.

Mandatory Inclusions

You don’t want to forget these. This is where you include things like your contact information, address, company name etc.

What makes a good advertisement?

The headline captures candidates’ attention.
The first few lines are interesting and engaging.
Sentences are short and to the point, providing enough information to interest candidates but not to overload them.
The advertisement avoids the use of words that are difficult to understand.
The advertisement contains some white space and does not appear cramped.
Here are some tips that can help you create a more effective advertisement

1) Use a headline that flags your reader down based on who they are or what their interests are:

e.g. Brides, Holiday Parties, Weddings etc.

2) Remember, specifics sell. For instance, 27 is more believable than 30.

3) Always ensure your promotional efforts are measurable so you know exactly how much “bang” you’re getting for your buck.

4) Identify with their problem or need – use emotional statements. e.g. “There’s no doubt about it. Planning a Bar/Bat Mitzvah is tough”.

5) Offer free information, such as an information pack or catalogue.

6) Tell them to act by making an offer and stressing urgency. Make it a limited offer.

7) Show them proof by giving specific results, such as testimonials. This dissolves skepticism and therefore lowers the barriers to doing business with you.

Include your address in the last paragraph of copy, beneath your logo, and in your response device, in and easy to read font.

9) Include a toll-free number in extra large type in your ad.

10) Give lots of options in your response device. These may include getting a report, a free consultation, and a phone call from a salesperson etc..

11) Put in a reference number to make tracking easier and ask the reader for this number when they call.

12) The layout must be easy to read. “Serif” (Times New Roman) typefaces are easier to read than “sans serif” (Arial). Do not mix too many fonts on the same page as it makes it look sloppy and confusing. Use one or two fonts and use size for emphasis.

13) After you have had several advertisements, you can look at them and see which ones have worked the best. (don’t forget to track responses) and then use these elements to build your next ad campaign

Frequently asked questions

What about putting the brand or company logo at the top of the advertisement?

A logo is not a benefit. It serves the ego of the company, not the customer. It also flags to the reader, Warning: this is an advertisement.

What about starting ads with a question?

Questions can be answered with a negative response. Make a statement. It works better

How much copy should be included?

As much as is interesting to the reader. Remember to maintain some white space. This helps draw the reader’s eye towards the important parts of the advertisement. If it looks too crowded, the reader will become confused and move onto the next ad (which could be your competitor’s)

What about using all caps?

ALL CAPS MAKES IT HARDER TO READ. Those savvy with the internet also interpret this as yelling and not proper etiquette.

More Marketing Ideas and Tips

Your Business Card

This is your single most visible piece of marketing material. It is easy and inexpensive to make, and one of the first things people will ask you for when they want to contact you.

Here are some things you can do with your business card that will put it in the hands of potential customers

1) Make sure it is a standard size. Studies have shown that while odd sizes attract immediate attention, the novelty quickly fades when they have to store the cards. If the card is too large it ends up in a file folder instead of the business card holder or rolodex…never to be found again.

2) Do not print your cards on paper and cut them out. Even perforated cards will give a potential client a less than professional image of your company.

3) Use colors wisely. Too many colors can be distracting.

4) Use pictures that describe what you do. Clip art is not as slick looking as using an actual proto…there is not much difference in the price or printing.

5) Use the back of the card. No need to keep it blank.

6) Make sure that all the information is very legible. Do not make your font sizes too small in an attempt to fit more information. Likewise using fonts that are too large do not allow the eye to naturally move around the card to find all the information.

7) Distribute the card to everyone you know.

Be proactive do not wait for people to ask you for a business card. If someone compliments you on a job well done, respond by saying “Thank You, here’s my card”

9) Place a business card in every piece of mail you send out. Eventually someone who sees it will use it.

Referral Programs

Past clients are an often neglected source of future revenue. They are in a direct position to tell everyone they know about the great services you provide. You will come across some who will refer you to everyone they know even 5 years after their event. These will quickly become your best friend. But most will fade away, many times even forgetting the name of the vendors who took part in making their event a success.

Just because they don’t call you, it does not mean you can’t contact them. There are at least five prime opportunities for contact after the event.

1) Immediately after the event

Your first contact should be immediately after the event. Send them a thank you letter and if you wish an evaluation form. On the form make sure you ask if they know anyone who can use your services.

2) Anniversary / birthday

If the event was a wedding, send them an anniversary card (write a reminder on your calendar). Say something nice and personal. Asking them for a referral at this time would not be appropriate. The goal is to trigger their memories since they are already thinking about their wedding day…and hopefully will remember the good time they had which was a direct result of your excellent performance.

3) Special Holidays – Christmas / New years

This is a happy time for many people and cards are always welcome. As a matter of fact sending current clients holiday cards is not a bad idea either. Just like with the anniversary or birthday cards these are designed to keep you in their minds. Asking for a referral may not be appropriate.

4) At least one time to update them on what your company is doing

This can be done using a newsletter which describes new and exciting things. You can even tell them about all the great things you learned while at the DJ expo.

5) Ask for referral

It would also be OK to just send them a letter asking them if they know anyone who could use your services.

Depending on the success of your referral program, you may want to include incentives. These could be discount movie tickets or gift certificates that you give as a way of saying thank you for the referral. This in itself can go a long way towards having past clients be walking and talking advocates for your company.

Visibility Marketing

These are things you can do to improve your visibility – it lets more people become familiar with the name of your company. This type of marketing combines both direct and indirect approaches and targets people even if they are not ready to use your services right now. It is one way of building brand recognition.

This takes more time but is effective over the long term.

Developing brand awareness:

a. Marketing at Gigs

b. Community involvement

c. Free demonstrations/showcases and expos

d. Sponsorships

e. Participating in Special Events

f. Creating your own events

This handout was created as a supplement to the “Effective Marketing for DJs” seminar presented by Jose A. Gonzalez at the 2003 International DJ Expo, Atlantic City, NJ.

Information contained herein may not reproduced without written permission of the author and copyright holder.

Telephone Skills – What to Say When Someone Calls

still remember one of my very first phone calls. It went something like this:Ring Ring.

Me: “Hello. Elegancia Entertainment.”

Caller: “Hi I’m looking for a DJ”

Me: “Well you’re calling the right place”

Caller: “How much do you charge?”

Me: “That depends on the length of your party. How many hours would you like to have a DJ for?”

Caller: “5 hours… maybe 6″

Me: “The price for that would be $500.00″

Caller: “Well I’m just shopping around. So I’ll call you back when I’m ready.”

Me: “Great!”

Caller “Thank you. Goodbye”

Me “Goodbye.”

That was it. It lasted less than a minute. Was that too short? Perhaps. Did I say something wrong?. Probably not. But it was what I did not say, or more importantly, what I did not ask that made the conversation so short.

In this article I will discuss some of the more important things to say or ask when a new prospect calls. You can use this as a quick guide to using one of the most important pieces of equipment you own: the telephone. Think of it this way… If you are unable to book any gigs, then what’s the point of having invested thousands in sound and lighting gear?? So let’s get to work…

When someone calls you for the first time, what should be the object of the telephone call? For the prospect it is usually to gather information such as prices. For you, the DJ, it is an opportunity to sell your company and your services. At the end of the conversation you want the prospect to not only know who you are and what you do, but be as excited about it as you are! Sounds crazy? But that is what selling is all about. Although not everyone will ask you to send them a contract at the end of your first conversation, this of course would be the ideal situation. At the very least you want to advance the sales to the next step which is usually a face-to-face meeting or at least send them more information. i.e. brochure, package listing, etc.

THE HOME/OFFICE ENVIRONMENT

Before even discussing what to say, keep in mind that the caller is also listening to what you don’t say. In other words, she can hear everything that is going on in your home or office. If you are at home and the kids are playing or the TV is too loud, you are sending certain “unspoken” signals to your caller. If you normally live or work in a noisy environment, try to find a space where you can have some quiet and place the phone there. Some DJs say that having music in the background when the client calls lets them know you are into music. They already know that; it’s the reason they called you in the first place. While your music may impress a few callers, it may also cause you to loose others. For one thing the song they hear may be distracting either to you, the caller or both. If the song that they hear is one that they hate, they may extrapolate that and think that your musical tastes and their don’t match so… “Let me find another DJ!” It’s best to keep things quiet.

THE PHONE RINGS… YOUR FIRST WORDS

How you answer the phone is just as important as what you say during the conversation. What you say and how you say these first words will form the first image of you and your company. As an entertainer you want to convey the message that you are fun, full of energy, and enthusiastic. Not only about what you do but also about them and their party. Keep in mind that a huge part of sales is based on emotions. Therefore if you can convey a positive attitude. Your client’s attitude will (in most cases) also take on a positive side.

So let’s begin with your first words. What to say when you pick up the phone.

There are three variables that you can include in your first introductory sentence. A salutation, your company name and a short introduction. Using any combination of these is fine as long as the one you use contains your company name.

You should never answer the phone with a simple “Hello”. When prospects call you want to let them know they are dealing with a professional company.

Here are some variations on what you can say

“Good Morning/Afternoon. Elegancia Entertainment. This is Jose speaking how can I help you?”

“Good Morning/Afternoon. Elegancia Entertainment.”

“Elegancia Entertainment”

Either of these can work. You just have to develop your own style and make sure that everyone who picks up that phone uses it. This may be more difficult it you work out of your home, but it is very important.

THE CALLER’S FIRST WORDS

“I want to know what your prices are!” Your will hear this line from almost every prospect who calls. It is an important question but is not one that must be answered right away. This question is the most common first made by callers. Why? Usually its because they don’t know what else to ask. Unless they are truly price comparing and on a very tight budget then there are other things more important than price and it is up to you to prove that to them. Therefore, it is your job to get past that question and either leave it to the end or get them so excited that they forget about price. Another reason to wait until later to give them a price is that if you answer their only question in the beginning, they may stop paying attention to all you are saying. So how do you get past this question? Simple. You take control of the conversation and ask them follow-up questions. Here is how a conversation can flow:

Ring Ring

DJ Company ” Good Morning. Acme DJs, This is Linda, how can I help you?

Prospect: “I was wondering how much you charge for a wedding?”

DJ Company: “I’ll be glad to answer that question and any others you may have, but first I will need some more information about your wedding.”

Prospect: “O.K.”

Etc…

By asking her questions you are getting her mind off the price and giving you the opportunity to tell her more about your company.

Follow up Questions:

As you progress through your telephone conversation you will both have opportunities to ask each other many questions. Your questions will be geared towards learning more about what she is looking for, and how much she can afford. The toughest part of this is making the questions appear as they are part of the flow for a normal conversation. You don’t want it to look like you are reading from a list (although you can). This takes practice and with time you will remember to ask all the important questions at the appropriate time during the conversation.

Following are some of the questions you can ask. After each question is a sample of how the information they give you can be used.

“What is your name?” – studies have shown that addressing the prospect by their first names helps put them at ease. Its also just plain polite to ask. If you have not yet given them your name this is a perfect time to do so.
“When is your event?” – no sense in continuing the conversation if you or your other DJs are already booked.
“What type of event is it?” (if the prospect has not already told you) – If you have different prices for different events you will need to know this before hand. Knowing this early also lets you know what other questions to ask. After they tell you what type of event it is, you may want to tell them about your experience with this type of event. E.g. They say Wedding… you can say, “That’s great (remember sound enthusiastic.) We have performed at many weddings and are very experienced with this type of event.”
“Where will the event be held?” – The event may be out-of state or out of your normal distance area, which may also have an effect on pricing. In addition, a party in a VWF may be indicative of someone on a smaller budget than one holding it at the largest catering facility in your area. If it’s a place you’ve played in before, let them know. Clients love it when you tell them “I was just there not too long ago.” Take it one step further and ask them “What room is it in?”
“What time is the event?” – If you do more than one event per day this may help you decide if you can handle an additional event. Also some companies charge different fees based on time.
“How many hours will you need music for?” – Many DJs charge higher fees for events more than 4 or 5 hours
“What type of music do they want?” – You want to make sure you can supply the music they want to listen/dance to. This is a perfect opportunity to discuss things like, the type of music you have, how much music you bring to an event. Etc.
“How did you hear about us?” Very important if you advertise since it lets you know which ads are most effective or where referrals are coming from. (This can be asked at any time during the conversation.)
“What type of entertainment are you looking for?” – Some may also be looking for (or not want) lighting, props and giveaways, dancers, or motivators. Even if they don’t tell you, you can ask. “Are you interested in lighting, giveaways, etc.?”
“What is your phone number?” Very important for follow-up. You may want to get a daytime and evening phone. But let them decide which one they want to give you.
“May I have your address?” Important if you plan to mail literature.
“When would you like to set up an appointment to meet?” Many prospects will want to meet their entertainer(s). The object of the entire telephone conversation should be to get the prospect to at least schedule an appointment to meet with you in person. But this may not always occur during the first conversation especially if they think they still have plenty of time to book. That’s why getting their phone number is important… so you can follow up.
“How many guests do you expect to invite?” The answer will give you an idea of not only the size of the room, hence equipment you may need to bring, but also the person’s budget. Prospects having a wedding for 75 people usually have a smaller overall budget than those inviting 300 guests do.
“What is your budget for the entertainment?” This is a very tricky question and may turn off a prospect if not asked appropriately or under the right circumstances. However, when someone balks at the price you initially give them you can always ask him or her and see if they can even afford you.
“Have you spoken to other DJs?” This lets you know how serious they are in terms of their readiness to hire a DJ. It also is a good way of knowing which of your competitors they are calling.
“Are you the sole decision maker or is their someone else?” In the case of a wedding, you will at some point want to speak to BOTH parties. Some corporate events have committee, so this means it may take a little longer for them to get back to you. Of course there are many other questions that you can ask depending on how the conversation goes. But those mentioned above will at least get you started.
FOLLOWING UP – THE NEED FOR THEIR PHONE NUMBER

Although most prospects are willing to give you all the information you ask for, some are protective of their phone number. This occurs with some brides who become weary of having yet another vendor call them during their dinner hour to discuss wedding services.

For this reason some people say that you should make your first attempt to get their phone number near the end of the conversation. By this time they feel more comfortable with you and will gladly leave their phone number. Another tactic is to ask for their phone number after asking for their address. For example, if they do not want to meet with you or have scheduled an appointment more than 5 or 6 days into the future you may offer to send them some literature. After getting their address… ask for their phone number, its more natural. Yet another tactic is to ask them early on and tell them something like this. “Can I have your phone number, just in case we get disconnected?”

BACK TO THE ORIGINAL QUESTION – PRICE

The question of giving quotes over the phone is controversial (and always will be). Those that don’t give prices say the prospect may think you are too expensive even before meeting with you. On the other hand, advocates of price quotes say it helps to qualify a prospect. Let’s say your prospect has a budget of $500 for the DJ and you tell her the package she is interested in costs $750.00, The prospect may say, “Well that’s too expensive. Thank you very much,”…end of conversation. One tactic is to give them your LOWEST priced package. By saying “Our packages start at $xxx”. If they can at least afford your basic price, you still have a chance. Those who oppose giving prices will argue that if you would have waited till she met with you she may have seen the incredible package she was getting and be willing to pay the extra $250.00. Others will say if she truly cannot afford you or is not willing to pay the $750.00 then you will be wasting the prospect’s time as well as yours. One can go back and forth with various arguments. Suffice it to say that your decision to give prices will depend on your own style.

SOME OF WHAT YOU DON’T SAY CAN ALSO BE IMPORTANT

COURTESY

It goes without say that you must always be courteous to the other person on the phone. There are times when you want to scream out “cheap” but refrain from it as much as possible. Maintaining a professional tone and using appropriate language when speaking to someone goes along way. If they speak to you using four letter words, don’t let this be a cue to tell you its OK to use it as well. Depending on your style, you may want to use Mr, Mrs, or Dr. But most times its ok to use first names as well.

EMOTIONS/BODY LANGUAGE

One of the disadvantages of the telephone is that you can’t see the other person’s facial expressions. These are great clues that key in on their reaction to something you have just said. This means that you must pay special attention to HOW they say things. Voice inflections and tonality can tell something about their emotions. But keep in mind they can do the same with you. If you can get it to the point where they laugh, you are on the right track. This does not mean to tell jokes on the phone, but certain comments you make may put them at ease enough to laugh.

TONE/ENERGY LEVEL

As entertainers you want your client to know that you are a happy person who loves what you do. When speaking on the phone you want this to show through. You want them to know you are excited they called and are happy to talk to them for as long as they wish. You want them to know that during their event you will also be very enthusiastic and will pass this along to all their guests. How do you do this? It’s in your voice.

If you speak in a monotone voice, they will think you are boring. Likewise if you speak in a very low voice they may think you are too shy and reserved. On the other hand you don’t want to seem like you are so excited because they are the first call you have received in 6 months! You want to match their level of enthusiasm. Hopefully this level will increase as your conversation goes along. It is OK for the conversation to be more low keyed in the beginning and increase in energy as they get more excited about what you are telling them.

LISTEN, LISTEN. LISTEN

Even though this article is about what to say. Keep in mind that one of the first rules of sales is to Listen, Listen, Listen. One way to keep them talking is to ask open-ended questions. These are questions that force them to give a more elaborate answer other than YES or NO. Remember that one of the reasons most people fail with the telephone is because they use it like a microphone. Unlike a microphone, the telephone has a hearing piece! Remember to use it.

As you can see the telephone is a very important tool. Remember that most phones also have a dialing pad so don’t be afraid to use it as well for follow up calls. As you get started have a sheet of paper with the questions written down and use this to ask and write down the information given to you by the caller.

By the way, that first caller did hire me but only after I gave her a discount. Now with most prospects the initial conversation averages 20 minutes with some lasting as long as 45 minutes! That’s sure a lot longer than my first phone call. Keep in mind that the time you spend speaking to them can be a good indicator of their interest and comfort level they have with you. People tend to hire people they trust and like. So if they like you after the phone call then you are on your way to making a sale

Latin Music

INTRODUCTION

Over the past several years, Latin music has become increasingly popular not only in the United States but also around the world. It is not uncommon to hear Salsa or Merengue in a small café in Italy or France or in an upscale restaurant in Germany or Japan. With the rise of popular artists like Ricky Martin, Jennifer Lopez, and Elvis Crespo, DJs have been getting more requests for Latin music. Thus, it is becoming important for DJs to include Latin music in their arsenal of music.

Recently, we asked DJs who performed regularly for non-Latin parties to ask anyone who made a request for Latin music to actually write down the names of songs, or artists on a request list. We then asked those DJs to write down what they would play if someone in a non-specific way requested “Latin music”. Although the DJs response was widespread and varied, interestingly enough the same responses kept coming up. These included:

La Bamba
Oye Como Va
Gloria Estefan
Ricky Martin
Tito Puente
Santana

What was interesting was that not one of the above names were mentioned in the list of Latin music requested by the guests. This discrepancy meant that many DJs are confused about what they think Latin music is.

This lesson will help DJs fill those requests appropriately and avoid making the same mistake the DJs we questioned made. We will review what Latin music is and what it’s not. You’ll be introduced to the subcategories or genre of Latin music and popular artists. Lastly, we’ll give you some hints and tips on how to stay on top of the fast moving Latin music scene.

WHAT LATIN MUSIC IS and IS NOT.

In the above study it is likely that DJs were unable to fill requests due to unfamiliarity with the music, limited library, or both. It also meant that DJs were not asking the guest the right questions.

If someone asks you to play a dance song – what would you do? As a DJ you would probably need some clarification. “What type of music or what artist?”

This same clarification must be made when someone asks you for Latin music. Keep in mind that just because a song is performed by an artist with a Latin background, does not make that song a Latin song or even the performer a Latin Artist. Recently, much press has been given to artists such as Ricky Martin, Jennifer Lopez and others. However, their current music is primarily in English and therefore is not considered Latin dance music at least when a request is made for “Latin music”.

HANDLING REQUESTS

For the most part when someone asks for Latin music they are asking for some type of popular dance music. What they actually mean will depend in part on their nationality or region of the country. Of course the best way to find out is to ask them “What type of music or artist are you interested in?” But there are some basic guidelines you can follow.

Of all the types, “Salsa” is the most widely accepted and most popular worldwide. However, it is also the most difficult to dance to. Thus, people not familiar with dancing salsa may shy away from the dance floor. Merengue is also very popular and is much easier to dance to. Therefore when asked very generally to play “Latin music” the safest bet is to play a Merengue. Usually, more than just those who requested it will likely join in and help keep the dance floor full.

If you want to be able to fulfill some requests, then having a nice mix of Salsa and Merengue is a good place to begin. You can also add some selections from the type of music that may be popular regionally. For example if most of your parties are in the South Western United States, you may be asked to play “Tejano” music. If you live in Florida, “Son cubano” or “Charanga” may be requested.

As you can see, just like American music Latin music has many artists and different categories, genres, and subtypes. Table 1 lists some of the types of Latin music you may encounter.

Salsa
Latin jazz
Aguinaldos

Merengue
Punta
Mariachi/Rancheras

Cumbia
Plenas / Bomba
Quebraditas

Vallenatos
Tango
San Juanitos

Boleros
Pasodobles
Spanish Rock

Perico Ripiao
Cha Cha
Latin Christian

Bachata
Mambo
Danzon

Charanga
Rumba
Bambuco

Tejano
Son Cubano

It is not necessary for you to be familiar with all these types so don’t get overwhelmed. Keep in mind that music such as cha-cha, mambo, rumba are also good to include in a collection but are more popular for ballroom style dancing.

When a request is made, show the requestor the Latin CDs you have and let them pick. You can usually tell by their reaction if they are happy with their choices. If you get a “is that all you have?” or “this won’t do” reaction then you will need to increase your selection of Laitn music.

BUILDING YOUR MUSIC COLLECTION

In a recent conversation, after telling a fellow DJ my specialty was Latin Music he replied “Wow that’s great, it must be very easy for you!” Why?” I asked him, He stated as a matter of factly , “Well because the music and songs rarely change, I’ve been playing the same two CDs for the last two years!” He could not have been more wrong.

Like American music, Latin music is also constantly changing. It may not be necessary to have the very latest music from all artists, but a good DJ will have at least a few songs that are popular that year

How much music to include in your library will of course depend on how often you get requests for it. Ask your guests to write down their requests and don’t be afraid to ask them “What type of music is it.” Armed with this information you’ll be able to tell which artists and type of music are the most popular in your area and add the frequently requested songs/artists to your collection.

THE BASIC LIBRARY

If you only receive an occasional request for Latin music then you obviously will not need to have a large collection of music. If you simply want to play it safe then you can start with the classics. Like American classics, Latin classics are always welcome. Since they never become obsolete, you don’t have to worry about those who may think the song is “too old”. Classics work well with an older crowd as well as the younger audiences. Because Salsa and Merengue are the most popular types of music, then you can begin with songs and artists from these categories.

Table 2 lists the song title, artist and subtype.

SONG TITLE
ARTIST
SUBTYPE

Ya Boy
Africando
Salsa

Rebeleon
Joe Arroyo
Salsa

Lloraras
Oscar DeLeon
Salsa

Vivir Lo Nuestro
India & Marc Anthony
Salsa

La Duena Del Swing
Los Hermanos Rosario
Merengue

Suavemente
Elvis Crespo
Merengue

El Africano
Wilfredo Vargas
Merengue

After you have some of the classics, you can build on this by adding compilations. For example the “Best of” each year e.g. “Salsa Explosion 1999″. Be sure to ask someone at the record store (who is familiar with the music) to suggest a good compilation.

Remember that having the “Best of” yearly compilations will keep you minimally current. By the time many of the compilations are released, the songs are outdated by as much as 6-8 months. But these compilations will be extremely helpful if you only rarely get requests.

TAKING IT TO THE NEXT LEVEL

If you get requests at least several times a month or more frequently, you will want to go beyond the basic classics and compilations. Having some albums from the popular artists will make a great impression on your guests. Since we are only building a small collection we have listed a mixture of both current popular and those that have stood the test of time. The advantage of purchasing albums from popular artists is that songs in an album, will be promoted over the course of one to two years, thus extending the usefulness of the album. Having 4 or 5 artists from the Salsa and Merengue categories should be enough to get by. Again keeping a record of which artists and songs are most often requested will help you to know which particular artists to add and play. You can’t go wrong even if you purchase one of these artist’s older albums.

Table 4 SALSA Artists. Not in any particular order

Marc Anthony
Tito Nieves
Tito Rojas

India
Victor Manuelle
El Gran Combo

Hector Lavoe
Jerry Rivera
Frankie Ruiz

Table 5 MERENGUE Artists. Not in any particular order

Oro Solido
Los Hermanos Rosario
Grupo Mania

Olga Tanon
La Banda Loca
Sergio Vargas

Elvis Crespo
Johnny Ventura
La Banda Gorda

Table 6 CUMBIA

Pastor Lopez
Sonora Dinamita
Sonora Tropicana

Ivan y Su Bam Band
Billos Caracas Boys
Lisandro Meza

Table 7 TEJANO

Selena
Emilio Navaira
La Tropa F

Mafia
Los Broncos
Ram Herrera

Table 8 BOLEROS (Ballads)

Luis Miguel
Christian
Julio Iglesias

Jose Jose
Jose Luis Perales
Charlie Zaa

GOING BEYOND THE BASIC COLLECTION

If you want to go beyond the basics and wish to build a large music collection and want to keep current, then you must find resources to help you. A record store specializing in Latin music is of course the best place to go. The sales people hopefully will be very knowledgeable and will direct you towards the most current and recurrent hits. Don’t forget the great classics.

KEEPING YOUR LIBRARY CURRENT

If you want to become familiar with and even add the current music to your collection then music charts are indispensable. Special caution however is needed. Many factors go into preparing music lists, therefore a particular list may not be a direct representation of the songs people will want to dance to. For example, in a magazine such a Billboard, the Latin music chart is compiled based on sales, radio play and a host of other factors. Popularity among dancers is not its only criteria.

The best charts are those created by specialty music magazines. One such magazine is

RADIO Y MUSICA. This is the Latin music industry’s leading charts publication. The online version (www.radidioymusica.com) lists the top ten songs per chart (25-50 songs per chart in the printed version) which for most DJs is more than adequate. The “Panel Tropical” and “Panel Bailable (Danceable)” lists the popular dance music. “Panel Tejano” lists the popular Tejano music as well. Unfortunately, the lists at RADIO y MUSICA do not subdivide the dance music into subcategories such as Salsa and Merengue.

There are also some radio stations that post their lists online. If you have a Latin radio station in your area, a chart of this type can be very valuable, as it will tell you which songs are popular in the areas you service and not just nationally.

Listed below are some URLs . You may find others by doing an internet search for “Latin radio.”

KSOL-FM (www.ksol.com) 98.9/99.1 FM Mexican (San Francisco)
WONQ-AM (www.wonq.com) 1030 Am Salsa/Merengue (Orlando)
WPRD-AM (www.wprd.com) 1440 AM Salsa/Merengue (Orlando)
WRTO-FM (www.wrto.com) 98.3 FM Salsa/Merengue (Miami)
WSKQ-FM (www.lamega.com) 97.9 FM Salsa/Merengue (New York)
WXDJ-FM (www.elzol95.com) 95.7.com Salsa/Merengue (Miami)
WLTN-FM (www.radiolatina.com) 106.9 FM Contemporary/Pop (San Diego)

Many of these radio stations are now offering their programs LIVE over the internet so you can hear what music is popular in a particular city just by listening in.

Another source for Latin music charts and information can be found at

www.lamusica.com. Here they post artist interviews, concerts, charts, and other assorted information that depicts what is happening in the music scene today.

By using the information in charts, helpful personnel at the record stores, and by compiling your own list of music requested by guests, you can build a very good collection of Latin music. Don’t be fooled into thinking that it is not important to keep up with Latin music just because it is not often requested. Being able to show your guests that you are versatile as well as knowledgeable about different types of music will set you apart from the competition. In future articles we’ll discuss how to distinguish between some of the more popular types of Latin music, and will give you some ideas on how to program some great dance sets. In the meanwhile the next time someone asks you “Can you play some Latin music?” you can respond with “Would you like Salsa, Merengue or some other type?” Impress them with your library and they will walk away saying “That is a great DJ!”