How Exactly
     Do Clients Choose?

Do all clients choose their DJ on price alone?

Following on from Issue 35, we had a number of readers contact us for more information. Well here's some results from our latest client survey, the largest ever conducted in the UK.

Over the last 12 months we have contacted clients who used any one of the five AMPdj sites to find their DJ. Over 60% of the several thousand clients who booked an AMPdj member responded to our questionnaire, which has proved to be very enlightening. Using results, such as these, helps us to hone our marketing skills and understand what clients are really looking for.

The Price Hunter

Our initial thoughts were that most clients would choose the cheapest quote they received. How wrong we were!

Less than 20% of the clients said they went for the cheapest quote. Of that number some also said that there were other deciding factors, irrespective of the price quoted, such as "How professional the DJ sounded", "Reliability", "Website was good" and "He was helpful, professional and polite". So it would be wrong to say that all these clients chose on price alone.

70% of clients booked DJs in the mid price bracket. Other consumer surveys have also shown that generally people tend to shop mid way. The average client tries to avoid the cheapest as they feel it wouldn't be good enough, but can't afford the most expensive, so go for the middle. This demonstrates the notion of 'perceived value'.

The highest price bracket bookings (almost 11% of clients) tended to be in the wedding market as opposed to general parties. From this we can ascertain that people are willing to pay more when it's their wedding day to ensure that they receive quality entertainment to match their requirements.

The Deciding Factor

This is almost like 'how long is a piece of string?'. The reasons varied considerably because each individual client has their own remit, agenda and priorities. We received comments such as:
"He seemed really nice and well organised. I liked his web site"
"Professional & helpful manner"
"Good references and helpful advice"
"Liked his email so visited his website and liked his pictures and 'feel' of the site, there were feedback forms that I could read and I liked the guy when I phoned him"
"The price/equipment/his attitude"
"I made my choice based on speaking to a couple I shortlisted at various prices"
"Gave me a feeling it was professional and established"
"Went with particular DJ due to friendly answer"
"Experience the Dj had and his willingness to cater for whatever my tastes are along with some advice."
"Listened to what I wanted and even put in his email extra stuff that I didn't even ask for which was a good help and made me think that he knew what he was doing."

The most frequent reasons for choosing a particular DJ were friendliness, professional approach and the feeling of being in safe hands.

Friendliness:
1. In both telephone and email responses you can come over as friendly. Adding humour helps and is a proven selling method.
2. Avoid any negative statements.
3. Showing concern and taking note of their needs and requirements.

Professional:
1. This can be demonstrated in the way enquiries are responded to such as telephone manner or a correctly written email response.
2. Provide written confirmation of all bookings with a contract.
3. Offer evidence of documents such as PLI and PAT.
4. If you are a member of a trade body such as FSB, AMPdj, WdjA etc then include this information - it shows that you take your job seriously and promotes further confidence.

Safe hands:
1. Convey your experience and knowledge of their type of function.
2. Offer help, suggestions and solutions.
3. Offer advice on the venue, arrangements, timings etc
4. Reassure clients about your reliability, back-up systems etc

Common remarks were "Had a website I could check out." and "Saw photos and past customers' comments". This suggests that having a website with genuine photographs (not stock photos) and client testimonials is an advantage; it gives you somewhere to direct the client for further information and to support the information already given.

A website doesn't have to have bells and whistles (in fact it's better if it's 'noise free'!); simple is best with well written copy and your own photographs and testimonials. Also consider including previous client comments within the email response and attach a few photographs.

Keeping the client happy

Not complying with, or listening to, their wishes is a sure fire way of losing the booking. Examples are when the client has requested to be contacted by email only in the first instance (and a DJ rings them), or where they have stated they want minimum lighting (and a DJ tries to upsell a larger rig).

Back to the question, 'Do all clients choose their DJ on price alone?'.... a very small number do, but the majority are looking for other things.

One common thread has come from this survey; the professional, friendly approach wins over low price more than 80% of the time! Market your mobile DJ service on the unique benefits you can provide rather than compete on (cheapest) price.

Happy New Year!
From Sandy, Paul, Amy, Andy, Amanda & of course DJ Hank