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.
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