So you wanna know what it is?
Your past clients.
|Turn past clients into evangelists for your DJ service!|
Think about it....provided that you made your previous clients extremely happy...there is no one better positioned to promote your services. Not even YOU!
Testimonials work. Don't believe me? Look at the success that WeddingWire.com has achieved in the heretofore completely Knot.com dominated wedding portal world. What did WeddingWire do differently to come virtually out of nowhere and capture such a massive online market share? It focused on reviews from real Brides & Grooms. It allowed couples to read through reviews from other couples who had already taken the leap of faith with a particular vendor and get a glimpse into what their experience was. The site has become one of the most dominant marketing placements for wedding services currently available. Now as fantastic as WeddingWire is there's a more direct way to leverage this type of one on one, word of mouth referral power.
Earn it then Ask for it.
|The goal is to exceed...not meet...expectations!|
Exceed the expectations!
The easiest way to accomplish this is by asking a ton of questions. Information is power and it's also the key to over delivering on every single clients expectations. By having clients identify what they are trying to achieve through their events you can go point by point through ensuring that you do everything necessary in the planning and then during the event to not only meet those expectations but....and this is important...to exceed them.
|The 3 "touches"|
So how are things going so far?
Is this how you expected things to be going at this point?
Is there anything different that I could do to make the event better right now?
Listen carefully to the answers and look for clues in the body language of the client that indicate the level of honesty that they are giving you with their responses. Often times clients don't want to be insulting or have a desire to avoid potential confrontation during their events even when they are not satisfied with the way things are going. You need to be aware that a simple "Everythings great" is not enough unless it is accompanied by a relaxed posture, a big smile and a relative ease that says that they have relaxed into enjoying their event. If the client gives you feedback on ANY aspect of the party that is not to their liking take immediate steps to gain control of that situation and to turn it to the clients expectation. Sometimes this has more to do with other services that are being provided on behalf of the client. It could be ANYTHING. Remember that the whole is always greater than the sum of the individual parts. If one part is "broken" it can drag all the others down with it. Find ways to address any situation to help deliver to your client the experience they were seeking for their event. Do this at the beginning, toward the middle and about an hour before the end of the event. Rephrase the questions so as not to become "annoying" and take any steps necessary as indicated by the clients response to not only meet, but again I say, EXCEED their expectations. I also make sure to take anywhere from 1-3 photos at every event of the client having a good time. (We'll use these later so do not skip this step. It pays huge dividends. We're not talking spectacular photos...just snapshots...in fact I most often times just use my phone!)
Now that you're certain that you have a clear understanding of what the client wants to achieve and you've taken the time to confirm that you are making that vision a reality you have positioned yourself to leverage their fantastic experience with your DJ services into referrals by taking some very simple but highly effective steps to turning past clients into evangelists for you company. In the next blog post I'll discuss the strategies employed to get your past clients to bring lots of future client to your door! Subscribe to make sure you don't miss this info!