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“My problem isn’t actually booking more work for me in the summer, it’s booking more work for my head DJ, who is amazing by the way. Brides think they want me because they read about me on some blog or site… but I am already booked every Saturday except one this summer. I actually had one groom say, ‘I don’t want your second rate DJ.’  Really?!?

Any advice you have about promoting less experienced people in the company would be greatly appreciated. I’ve already decided that these emails to potential clients could come from her. I am in the process of setting that up.

Thanks, you rock!”

Courtney

Hmmm.  It sounds like your sparkling personality is working against you.

There are a few ways to handle this:

  • Prepare couples ahead of time if you’re not available, and have them meet with the DJ who’ll be working the wedding, if possible.  This will avoid disappointment when they meet and fall in love with you.
  • When you get them on the phone, talk up the DJ you have available.  Make sure they know they she’s been personally trained by you.  Mention a recent wedding, especially if it’s at the same venue, and how happy the couple was with their performance.
  • Put together a page on your website to feature each of your DJs and a video slideshow containing testimonials from their happy clients.  Build each of them up as a unique, individual talent.
  • Price yourself higher than your other DJs.  This gives couples an extra incentive to “take the risk” of working with someone other than yourself, and helps boost your profits in alignment with demand.

Being unavailable every Saturday because you’re all booked up is a good thing!  When you build up the value of the other DJs working with you, they’ll be booked up in no time, too.

How do you handle booking your less experienced team members?

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Stephanie Padovani

Stephanie is a Hudson Valley wedding insider, blogger, writer, and wedding business coach. Want to book more weddings at higher prices? Quit dealing with price shoppers? Transform your wedding business so that it supports the life you really want? Look her up! They don't call her the Wedding Business Cheerleader for nothing. :)

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5 thoughts on “How Do I Book Up My Less Experienced DJs When Couples Want Me?”

  1. Mike Walsh says:

    Coming back to this great post as I’ve struggled with this. I commented back in September and def love the feedback! Now I’m faced with a new dilemma. I’m struggling with the perception that if I price my other DJs as less, they can be seen as “not so great”.
    So, the struggle now is do we (?) 1) charge more for the ownership team and less for the dedicated staff and just “own it” but at least have clear concise pricing options or 2) say we’re all the higher rate but if a client says they have X in the budget, i can tell them that my other DJ is willing to work with you at that rate. The goal is that everyone in our company is worth the premium but due to demand, they have different levels of flexibility. The fear there is that we may turn people away by not have clear concise pricing.
    Curious what others have experienced and your advice Stephanie!
    Thanks!

    1. Question: who is perceiving them as “not so great?” Is that the feedback you’re getting?

      I suspect this is more of a perception YOU have, rather than something your potential clients are experiencing.

      I personally wouldn’t make the assumption that your less expensive DJs are “not great.” I would just think you must be AWESOME!

      Practice a response to this objection (whether it’s voiced or not) to convince yourself. Something like, “All our DJs are highly skilled and expertly trained by me personally. My rates are higher because there is a greater demand for my services.”

      When you get comfortable with this, you’ll have less resistance, both internal and external.

  2. Josef Schein says:

    Two words: Standards and Ethics.
    When conveying that the standards by which each and every single DJ are trained, you are instilling the sense of organization and commonality into the conversation.
    By emphasizing the ethics by which all members of the team must abide, you are introducing a much higher level of standard and the conversation now is focused on the quality of the work, as opposed to the “value” of the artist.
    Finally, keep highlighting the TEAM concept as opposed to the individual DJ.

    Best Wishes,
    Josef Schein
    Danse Forté Entertainment

  3. Mike Walsh says:

    great post. Def working on pricing myself higher than my other DJs. However, how do you all find that that works from a practical standpoint? Meaning, someone emails and wants prices, and then we offer a range. Doesn’t that counter the concept of selling the experience instead letting the conversation be about price? How do you sell them on your less experienced DJ without them feeling like they are getting “less”?

    1. Once you give a price range, you can shift the conversation to the experience. As long as the price is still in the forefront of your mind, it’s hard to get past it.

      They need to “fall in love” with the idea of working with the less experienced DJ. Position them as a unique individual. While it may cost a higher fee to work with you, these other DJs have strengths that you may not: they’re younger, specialize in a certain style of music, have a different personality, etc.

      The more YOU believe in the value your DJs bring to each event, the easier it will be for you to book them authentically. Practice answering the most common questions until it’s smooth and you can easily answer every objection.

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