The DJ and The Client in Perfect Harmony
I spend a great deal of time on the internet and throughout an average day I’d say I read up to seven or eight blog posts/online articles relating to the event industry in general. Over the course of several years, I’ve come across dozens of blogs authored by folks in the DJ industry from all across the United States, Canada, and even one in New Zealand. From reading their published posts, I’ve been able to evolve our own DJ blog into what I feel is an informative resource, representative of our DJ Company and the diverse types of events at which we perform, for clients who – by nature – are equally diverse. Thus far, it’s been quite successful, as our blog (and website) are not only the most trafficked of any Philadelphia DJ Company, but one of the most highly trafficked in the Philadelphia event industry – period.
Yet the question remained, how could our website be driving so many more visits than other Philadelphia DJ websites and blogs? Just knowing the analytics still left the unanswered question of why, so I figured the best way was to investigate. After some surfing around and looking at the other Philadelphia DJ websites, I found only two that seemed to actually blog on a semi-regular basis, one of which was very focused (certainly more than ours), and was very event-centric, meaning that they stuck to a formula of posting events where they had performed as the DJ. Although it didn’t particularly stimulate my mind, it was positive and upbeat, showing event after event (weddings, proms, bar mitzvahs and the like) and did an excellent job of showcasing their work.
The second blog… not so much. I see them huffing and puffing away, trying to generate traffic, but after reading through at least two dozen of their blog posts, I understood why they were merely spinning their wheels. It was instantly clear that this company was not only very one dimensional, but were sending out an overtly negative message, certainly not conducive to a customer service based business philosophy. They seemed more focused on what they wouldn’t do than what they would do, and – as a consumer myself – that was a huge turnoff.
Whether it be a DJ, or a florist, or a photographer, or a caterer, the service industry revolves around the wants of the client. Nothing else matters. “We will not do that” is not in our vocabulary, nor should it be in that of any business that wants to please their customers. If I were having a wedding, and while interviewing a potential florist I expressed I wanted white roses, I wouldn’t want to be told that they only do red roses, or a caterer who would only do chicken even if I wanted steak.
If the client wants the DJ to make announcements at their wedding, the answer is “yes we will”. If the client asks for the DJ to let their guests sing on the microphone, again, we answer with a resounding “Yes, we would be glad to”. If the client wants us to play a song, no matter what it is, we play it. Some clients want the DJ to play the Hokey Pokey, and some clients don’t. It’s your event, we are merely the facilitators, and this is what makes each event uniquely different.
The word ‘no’, or the phrase ‘we don’t do that’ should be a big red flag. Okay, so there are always exceptions to the rule… we won’t curse on the microphone or DJ in only our underpants, but otherwise, we’re pretty accommodating.
I believe I can easily draw a direct correlation between the words ‘yes we can’, and the traffic to our website. ‘Yes’ is a welcome word, and ‘no we cannot’ or worse yet ‘will not’ are the kinds of phases that a client or customer – myself included – just doesn’t have time for. If I say I want chocolate, and you hand me vanilla… you’re in the wrong business.
I concur with what you are saying. Anyone publishing a blog should be open to the fact that there are many ways to make a client happy, no single approach to use of the mic will be a fit for every reception plan, neither will use of halogen lights always trump LED lights. Purporting to be an expert in your field by marginalizing every other approach to providing a service eventually erodes the writers standing amongst his category peers. I find this person guilty of damaging his attempts to be a lighting consultant to mobile DJs across the country by eroding his standing with the very client base he seeks to instruct. I recommend that the author of so many disagreeable blog posts hire an outside PR firm to prevent him from shooting off his own foot!
A person who is “out to win”, but is subtle or deceptive enough to hide their true intentions, avoiding any overt display of aggression while simultaneously intimidating others into giving them what they want is using powerfully manipulative tactics. A great manipulator can make it seem like they’re hurting, caring, defending… almost anything but fighting. They always make just enough sense to make a person doubt their gut hunch that they’re being taken advantage of.
Manipulators often know us better than we know ourselves. They know what buttons to push, when and how hard. Our lack of knowledge sets us up to be exploited. Their personalities make them adept at charming, praising, flattering or overtly supporting others in order to get them to lower their defenses and surrender their trust and loyalty.
Combining these manipulation tactics with diversion and shaming, all while playing the servant role is one of the sleaziest approaches to sales and marketing around.
I would encourage anyone investing in entertainment to “trust your gut”. Any sales person who slyly grins at you from across their desk while handing you a pen and “trash talking” their competition is trying to “seduce a sale”.
Are you looking for a DJ company with an identity crisis who uses insecurity to make the sale? Or, are you more interested in a company that clearly lays value and quality on the table, in a clear and positive way, allowing you to compare and review and make a well-informed decision, free of manipulation of the truth?
I find it very difficult to grasp why a company feels it necessary to bash competition
and our profession. Mobile Entertainers/DJ’s are a very specific breed. We must mix music, make announcements, interact with guests and other event staff.
It has been and always will be about what the client wants PERIOD.
I think you’ve hit the nail on the head. I, too, hear some of the negativity that goes on around my dj community and it frustrates me. Though I’ve been through some tough times, I never EVER portray such towards the customer. I think that keeping the communication upbeat and open is the way to build a better clientele & trust with each client. Always remember, Karma…well, you know what it can do!