Post by Gareth on Aug 11, 2013 10:11:10 GMT
Does your DJ service have unique value?
'If your mobile DJ service has no unique value, you will be selling on price alone'
For every commodity or service there will be a variety of prices and in some cases a massive range of prices from dirt cheap to reassuringly expensive. The mobile disco industry is no different.
Perceived value
So why doesn't everyone choose the cheapest in all cases? For example, everyone knows that Lidl and Aldi are possibly the cheapest grocery shops, but why do some people still shop in Tesco or Waitrose? A favourite phrase is 'it's too cheap to be any good'. People are often wary of going for the cheapest and will pay a little more for a similar product - hence perceived value.
When we, as DJs, are pricing our disco service we need to bear in mind 'perceived value'. There will be clients who may look at the cheapest quote and dismiss it as 'too cheap'. If quoting the lowest doesn't secure the booking, we need to look at other aspects of our service that could persuade a client to choose us.
What's special about you?
Clients often start a conversation with you by asking what you charge. Many have never booked a DJ before and often enquire about price first, not because it's the most important thing to them, but because they don't know what else to ask. To secure the booking, it's important that the client is aware of your service, what you offer, and most importantly, how you can make their function memorable.
As DJs we are very fond of our equipment and it is extremely tempting to tell a client about our latest sound system or lighting effect. Whilst a fellow DJ would be hugely impressed, a potential client wants to know how you'll get people dancing and enjoying themselves, whether you are reliable and easy to contact and whether you'll play music that all their guests will appreciate.
The other way to look at it is why do some people choose a more expensive item such as a television or washing machine, over a cheaper one? It is often because the benefits of the dearer item are explained to the customer and this convinces them it is the better option for satisfying their needs. We can do the same with our disco business. When replying to a client enquiry be sure to sell yourself in respect of the benefits to the client.
It is very tempting, while trying to bestow the reasons for booking you, to talk negatively about what disasters could occur and by booking you, you'd ensure this didn't happen. This negative type of marketing could be counterproductive so it is important to talk about the positive benefits that you could bring to their function.
USP
Your unique selling point could be that one small part of your service that makes you stand out from everyone else and secures the booking. You're probably thinking 'I'm a good DJ and that's it'. Think back to previous functions where the client has congratulated you at the end of the evening or sent you a letter of thanks after the event. Look for any compliments. These may include playing the guests' requests, interaction with the guests, thoughtfulness to their needs and wishes, creating a fun atmosphere, etc. Take these compliments and use them as your USP when answering enquiries.
Other things that could help you stand out from the crowd are hidden talents such as being a musician or singer as well as a DJ, specialising in a type of music, familiarity with dance styles such as ceroc or Ceilidh, being able to offer magic or children's entertainment alongside the disco.
In summary, the price should be the last thing you quote. Ensure your client knows what your USPs are and the unique professional service you provide first.
Have a question?
Please get in touch. Either by email, using the support form on the AMPdj site or give us a call. Our number is 08456 808 247. We're always delighted to hear from you and to help if we can.
'If your mobile DJ service has no unique value, you will be selling on price alone'
For every commodity or service there will be a variety of prices and in some cases a massive range of prices from dirt cheap to reassuringly expensive. The mobile disco industry is no different.
Perceived value
So why doesn't everyone choose the cheapest in all cases? For example, everyone knows that Lidl and Aldi are possibly the cheapest grocery shops, but why do some people still shop in Tesco or Waitrose? A favourite phrase is 'it's too cheap to be any good'. People are often wary of going for the cheapest and will pay a little more for a similar product - hence perceived value.
When we, as DJs, are pricing our disco service we need to bear in mind 'perceived value'. There will be clients who may look at the cheapest quote and dismiss it as 'too cheap'. If quoting the lowest doesn't secure the booking, we need to look at other aspects of our service that could persuade a client to choose us.
What's special about you?
Clients often start a conversation with you by asking what you charge. Many have never booked a DJ before and often enquire about price first, not because it's the most important thing to them, but because they don't know what else to ask. To secure the booking, it's important that the client is aware of your service, what you offer, and most importantly, how you can make their function memorable.
As DJs we are very fond of our equipment and it is extremely tempting to tell a client about our latest sound system or lighting effect. Whilst a fellow DJ would be hugely impressed, a potential client wants to know how you'll get people dancing and enjoying themselves, whether you are reliable and easy to contact and whether you'll play music that all their guests will appreciate.
The other way to look at it is why do some people choose a more expensive item such as a television or washing machine, over a cheaper one? It is often because the benefits of the dearer item are explained to the customer and this convinces them it is the better option for satisfying their needs. We can do the same with our disco business. When replying to a client enquiry be sure to sell yourself in respect of the benefits to the client.
It is very tempting, while trying to bestow the reasons for booking you, to talk negatively about what disasters could occur and by booking you, you'd ensure this didn't happen. This negative type of marketing could be counterproductive so it is important to talk about the positive benefits that you could bring to their function.
USP
Your unique selling point could be that one small part of your service that makes you stand out from everyone else and secures the booking. You're probably thinking 'I'm a good DJ and that's it'. Think back to previous functions where the client has congratulated you at the end of the evening or sent you a letter of thanks after the event. Look for any compliments. These may include playing the guests' requests, interaction with the guests, thoughtfulness to their needs and wishes, creating a fun atmosphere, etc. Take these compliments and use them as your USP when answering enquiries.
Other things that could help you stand out from the crowd are hidden talents such as being a musician or singer as well as a DJ, specialising in a type of music, familiarity with dance styles such as ceroc or Ceilidh, being able to offer magic or children's entertainment alongside the disco.
In summary, the price should be the last thing you quote. Ensure your client knows what your USPs are and the unique professional service you provide first.
Have a question?
Please get in touch. Either by email, using the support form on the AMPdj site or give us a call. Our number is 08456 808 247. We're always delighted to hear from you and to help if we can.