By Mitch Taylor

I was tuned in to the TV recently and I’m constantly amazed at the barrage of ads and messages sent to us regarding products and services.  Target marketing has been around for years and of course my kids (and present company included, of course) are prone to seeing a brand, ad or message and immediately saying “I WANT that!” or I NEED that!”

Have you thought about how WANT vs NEED relates to your own business?  We’ve all seen the postings on social media that state DJs are not a “need” but a “want.”  I’m not here to debate that issue in this space (although I have my thoughts) other than to say that the key in selling and marketing is HOW to make your business go from “Well I want to hire a DJ” to “I NEED to hire ____” with the blank of course being filled by YOU.

In your conversation on the phone one of the best ways to go from WANT to NEED is asking the question “What is the biggest struggle you are having planning your event?”  Be candid with them so they, in turn, can be candid with you.

This goes back to building the relationship.

Ask yourself this and answer honestly: When was the last time a bride or client changed their date to book YOU? If this is happening to you on more than a couple times a year then CONGRATULATIONS! You’re doing all the right things to continue setting yourself apart and I’m sure your calendar is full or close to full.  If this situation hasn’t happened to you in a while or has NEVER happened then it’s time to re-evaluate your service offerings and what you are attempting to sell to your clients.

Mitch Taylor has worked in the Mobile Disc Jockey industry for over two decades, first cutting his teeth as an on-board club DJ for Carnival Cruise Lines. In addition to owning and operating Taylored Weddings in the Upper Peninsula of Michigan, he is a sought-after speaker and Gitomer Certified Advisor whose sales training, books, coaching and workshops are in high demand all over the country.