Companies love to offer deals—discounts to entice prospects to book them. “Take 20% off our package,” “Book two of these and I’ll throw the third in for free,” or my favorite, “What did the other guy offer to do it for? I will beat him.” All very common lines in the event world, it seems. And can you blame these businesses? I mean, it just seems to be the easiest way to generate more work. Heck, Synergetic is always trying to offer some kind of deal to make the customer feel as if they are getting a great package. And why shouldn’t you?! But, at some point, you just can’t go any lower. You can’t offer anymore “stuff.” You can’t be the “cheap” company. You have to say no.
But you don’t have to get caught in this predicament. You can change the perception. And it really isn’t that hard. It’s just how you make the customer feel when buying. You see, I believe that not every customer wants a deal. They don’t all want to haggle on price. I would bet that many of the same customers that wanted a deal from you would also pay more than they expected for your service or product. A lot more than you may even think. But not under the current way you are selling it.
See, I bet you are selling your service as a service. You have all the hoopla, all the bells and whistles, all the “yada yada yada,” but what you are not selling is the part that tugs at their “do good” side. What if you could make them feel as if the decision to book you was such a bigger picture decision, that they just had to do it: that by booking you, it meant something more meaningful than just booking a DJ—it meant the growth of your business. By booking you they actually WANTED you to succeed. And allowing other couples to be part of that experience. So the only way that can happen is by paying you what your price is.
You need to get them to see that this is an incredibly amazing company and they can help it grow into something that they could say they were a part of way back when! Years later they can look back and say, “We knew them when they were just starting out.” They can feel as if they are part of something bigger. Sounds much better doesn’t it? Don’t they want to be a part of that? Don’t they want to help you succeed and grow the business to something more?
Most people want to be part of an organization like that. Even if it is just for a short while. They want to feel like they helped that company get to where they are, and they will do everything they can do to support it. Don’t believe me? How about companies like Apple, Starbucks or LuLu Lemon. Talk to their customers. See what they say.
Each of those customers LOVEs the company they buy from. They go out of their way to support the company. Way out of their way. So why can’t you try and make that happen? What can you do to help your own cause? Well, here are some things that you can try:
Tell them right off the bat, you are a small business. And this is what your job is, so by booking you, they are supporting a successful, ethically managed, growth-oriented small business.
Talk to your customer about the realistic amount of money you can make as a DJ. Show them the math and get them to understand that you aren’t making a ton of money and that you do this because you love it. And you are good at it. In order to keep doing this and provide for your family, a realistic price of “X” needs to be charged.
Stop trying to make your company look so big as if it owns the world. Use words like “me” and I instead of “we” and “us.” They are hiring YOU. And you believe you are worth it.
Get a group of couples together and video tape them talking about the success of your company. Not so much how good you are, but the legacy of going with you. Groups of people together are much more powerful than just a bride and groom at the end of the night.
I really do believe that getting someone to buy into your deal is a much better practice than having to work someone into a deal. Here’s to successful selling!
Filed Under: Business, Issue #162, Personal Development, Sales & Marketing
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