Up-Selling

[Professor Jam]

Good up-sells Scott...

[Cap]

Ahhh, now I think I have the picture of digital "Upsell".

I offer post-gig digital audio CDs of digital recordings of events during a celebration of any combination of the following:
Intros, Blessings, Toasts, Roasts, Parent Dance Special Messaging, etc. Anything audio that goes through my board worthy of historical value that a client is willing to pay for. This goes a lot deeper than I will share publicly as I don't know if there are any local area competitive lurkers here.

These offerings are separate from the performance contracts. Separately billed, separately paid for.

Karaoke is available as well although I disdain the concept outside a club venue.

I also have the GS-III game show (FOR SALE) and tons of my trivia questions are pre-produced and on another drive.

Is this what you meant, Jam?

[Professor Jam]

Yes Cap,

The original post I made was not worded properly....

I'm working on my seminar for the Computer DJing Summit and the up-sell idea has been weak overall within our industry... I wanted to see if what I do was being incorporated prior the development. I plan to utilize my approach as a catalyst and then open it into an idea sharing among attendees...

As CPS DJs we have a unique ability not available to dedicated CD and vinyl jocks.

[Cap]

From a competitive point of view in an already cut-throat industry, I would gladly pick someone's brain as to what they are offering but would hold all my personal cards close to my chest.

Competitive edge sharing doesn't elevate the industry, it levels the playing field. When the playing field is level, the only difference is price.

[Professor Jam]

Actually Cap the major difference is talent - the individuals resulting to cut-throat pricing on majority are the talent-less egos that believe all-djs are equal.

You got to know when to show them - Know when to fold them - Know when to show your hand - when to walk away..... lol ring a bell....

I share when I'm ready to move on lol....

[Cap]

No disagreement. Talent generally equals success. The issues I'm pointing to is in regards to cold calling clients who have yet to discover the difference and need an injection of golly gee whiz bang whoopee doo before the talent aspect becomes apparent. Also, the description of talent, like professional and the other typical don't mean a thing buzz words bantered on forums regularly, is in the eyes of the client, not peers nor Webster (but if a choice need be made, give me Webster anytime).

Are we preaching to the choir here? I think so.

However we must be continually cognizant of the fact that ONLY 15% of this entire industry makes their sole income from the industry. That means there's lots of room for "less than stellar" or "other agenda" individuals to succeed.

[Professor Jam]

true

[SirWolfy]

Talent is one thing, salesmanship is another... I believe we are well aware of a particular marketing guru that has quite successfully taken the lion's share of the computer software market with a less-than-stellar operating system and made billions.

We all have our strengths and our weaknesses... only some of us are aware of it. Marketing and selling talent, skill and expereince is whole other ball of yarn.

[Cap]

Charles: Mr Microsoft is an questionable example regardless of product opinion.

First, he attacked a market where there was little vision, no conformity or standards, no client need or desire to have or own it, and it was in the mysterious and magical stage.

Mr. Microsoft did not have competition. The local school marm was not a software designer on weekends. It's easy to sell and market when there isn't anybody else in the field or having the product.

He did one thing we should all consider with every contact or call. Make the buyer feel that if they don't buy our particular service, they will simply die.

I find it humorous and sad that a DJ who can jump start an event of 150 people he/she never met before, nor talked to, nor had any previous contact with, and in a half hour, has them enjoying the time of their lives. That's talent and skill. Why isn't that same talent and skill applied to their client pre-sale ideology? It's motivation. It's pushing the right buttons at the right time. It's being clever. It's being versatile and reactionary.

Whatever is being done to make on-site successes, apply same to marketing. Be one with both.

I guess, Charles, what I'm trying to imply is that I cannot perform as Cap Capello and yet sell like Tony Robbins, or Harry Beckwith, or Randy, or Peter, or anyone else. WYSIWYG leads me to higher GWYW bookings than other tricks and techniques attempted in the past.

The digital up-sell Jam speaks of are ala carte add-ons that add to the client feeling that "if we don't hire him, we'll die".

[SirWolfy]

Cap, very well thought out response, thank you.

I agree with you as well about applying personality to the selling process. In fact, when it comes to in-person meetings, I am batting a .999 You eloquently stated something that I've always just done and never really thought about, being myself in front of a customer; it really does sell. Again, I completely agree with your comments.

Where I digress, or at least is my weakness, is the process of turning suspects into prospects and eventually into in-person meetings. I know that as things are, if I can get the couple to meet with me face-to-face, they will book my services. Yet keeping track of the numbers, I see a weakness, thus the comments I made earlier.

Your response made something click and for that, I am thankful. I would also be interested in a few examples of making the customer think they "will die if they don't hire me" if you are so inclined...