"Price"... "Value"...

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Robbie Britton

Moderator
Staff member
You're a single op.

You're a good DJ.

You have a lot of pride in what you do.

You work hard to be the best you can be.

And...You're making money.

You're booked solid.

You've topped out.

You wanna make more money.

But you're booked solid.

You just can't do much more by yourself.

How do you make more?

How do you grow?

Add more DJ'S?

But that means more gear, more music, more advertising, more headaches, MORE WORK..plus then you have to deal with employees.

That was me at age 24.. I'm 38 now.

Back then.. I had just got married, I had just bought a home, and i had just, for the first time, started to realize that my passion, my job, my chosen full time profession was hitting a dead in.

I wanted more.

So i stepped back and took a hard look at my life... Should i get a Day Job? Should I start a 2nd business? Should i become a multi-op?

Well.... I've done it all...

I tried the Day Job and quit 2 months later.

I opened a small CD exchange... the internet killed that.

I even tied being a multi-op... now I'm back to being a single op again.

Then it hit me.... charge more!!!

"Price" was my focus.

But that was hard to do. I hated to hear a potential client say "NO".

I raised all my prices and was fast finding out that it couldn't be done in my market.

Then some one turned me on to Harry Beckwith's Selling the Invisible.

After Reading that i found out that "Value" Was the key.

I should focus on my "value".

And... that worked!

I was starting to get higher rates.

My calendar was filling up.

But...

But then, over time, everyone else starting to use the same buzz words, the same phrases and the same talk about "value".

I had hit another wall.

It was getting harder to get my price when even the new hobbyist DJs where using the "value" approach.
My potential clients were seeing on the web, reading in the ads and hearing from other DJs the same thing. We all sounded the same.


That brings me to this...

"Perceived Value"

"Perceived Value" is the silver bullet the we all have been looking for.

Clients are trained to shop on price.

And DJs that lead on price help that along.

It takes a good salesman to sell a client on "Value" and most of us have mastered that. Clients will gladly pay a higher price for the DJ that will deliver more quality for the buck.

But!!!

Clients will pay even higher prices for the DJ that they believe will deliver the best service.
Just look at Rolls-Royce and Ferrari.

Perception is Reality.

"Perceived Value" is the key.

If you can master your "Perceived Value" the sky is the limit.

You can raise your "Perceived Value" with your reputation, your meeting attire, the presentation of what you offer, and even in your marketing.

You are your Brand.

Your "Perceived Value" is in the way you do business and the way you conduct yourself.

The higher your "Perceived Value", the higher your anticipated price will be.

And the higher your anticipated price is, the easer it will be to get your higher rate.

The problem we face is, that in general, the anticipated price of a DJ is low.

That's hard to overcome.

The more we work to raise the bar for our industry the higher our anticipated price will be.

The higher our anticipated price is, the higher our "value" will be to our clients.

It's up to us to work hard to rasie our "Perceived Value".

Doing that we will not only be doing ourself a great service... We will be doing our industey a great service too.


Be Great and Be Worth it.
 

Goodknightdj

Word of Web (WOW) DJ
The problem is that I perceive all human beings to be worth about $1.80; chemically speaking.

Why do we always have to want more? Why can't we be happy with what we have?

Sit back and ask yourself these questions:

1. Are the bills paid?
2. Will I have enough to live on till I find another job if this one fall through?
3. Is my family taken care of if I should die?
4. Am I happy?
5. Is my family happy?

If you can answer yes to these then you have all you need.

Now, if your quest is to raise more to help others, then that is a valid quest. But if your quest is to raise more so that you can live a life of luxury then that is simply a quest of greed.

Want what you need and give the excess to those that don't have what they need.
 

djfatman

Marketing Moderator
Goodknightdj said:
The problem is that I perceive all human beings to be worth about $1.80; chemically speaking.

Why do we always have to want more? Why can't we be happy with what we have?

Sit back and ask yourself these questions:

1. Are the bills paid?
2. Will I have enough to live on till I find another job if this one fall through?
3. Is my family taken care of if I should die?
4. Am I happy?
5. Is my family happy?

If you can answer yes to these then you have all you need.

Now, if your quest is to raise more to help others, then that is a valid quest. But if your quest is to raise more so that you can live a life of luxury then that is simply a quest of greed.

Want what you need and give the excess to those that don't have what they need.
Tom, you may have all you need, but what about all you want? Why not give your family a little extra? Your kids don't NEED to go to college, but wouldn't it be nice if they could? I've never heard any successful business person ever say, "Gee, I have enough." The entreprenural spirit won't allow you to say such things.
 

Johnny Dee

Website Design & Success Moderator
Staff member
But if your quest is to raise more so that you can live a life of luxury then that is simply a quest of greed.
I don't agree with this statement.

My goal in life has always been to lead a life of luxury. It's what keeps me going mentally. (I still haven't acheived this goal yet). I want to be able to travel, eat at nice restaurants, drive a cool car, live in a nice, secure town, have a summer home, go on exotic hunting/fishing trips, have a bigger boat, etc. At my age and my wifes age I would love to have cleaning help come in.

My wife gives to every charity that contacts her and she has helped to support 2 kids through the Save the Childrens Fund.

I would not be happy just having enough to get by and giving the rest away.
 
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Mark Beecher

Guest
Rob I think I am still unclear on how you make an actual living.
Reading your post it almost sound as if you make a living as a dj but that isn't right is it?

I could charge $5,000.00 and probably get that a couple times a year but I need to work enough to make a living as a dj. My grocer does not accept theory for payment.

and the statement
Be Great and Be Worth it.
How about changing that to:Be good enough to make a living at your profession.

That would be nice.
 

Robbie Britton

Moderator
Staff member
Mark Beecher said:
Rob I think I am still unclear on how you make an actual living.
Reading your post it almost sound as if you make a living as a dj but that isn't right is it?
You're trying your best to find someting to pick on arn't you.

..and I knew you were going to have something like this to say. That's ok.

I make no bones about the fact that I have since started a sister company called "funville".

I started "funville" after the growth process i detailed above.

To tell the truth.. My DJ business supported "funville" and got it through those first few tough years that most startups go through.

Now i find myself enjoying the benefits of all that hard work.

"funville" is now well on it's way.


FYI... My DJ business is growing too. I'm now cashing in on the benefits of all the hard work i have put into building my reputation, my brand, and my "Perceived Value".
 
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Mark Beecher

Guest
No Rob,

I am not trying to pick on you - I DO like ya (in a non homo sort of way)
I just think all the facts about a person and their business should be revealed before you think about heading their advice. People have different objectives when it comes to djing.

Congrats on funville - I think That's great that you no longer half to depend on djing to make ends meet. That is a great pressure to not have.
 

Robbie Britton

Moderator
Staff member
Mark Beecher said:
and the statement
Be Great and Be Worth it.
How about changing that to:Be good enough to make a living at your profession.

That would be nice.
I've made a living at DJing for just over 16 years now.

But that wasn't enough...

I now make 2 1/2 livings as a Mobile DJ and as the CEO of "funville". ;)

I'm still full time self employed and i'm still in entertainment. I've just expanded a little. ;)
 
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Mark Beecher

Guest
I grossed $91,720 by not being the price leader in my market - How about you? How much did you make as a price leader from dj work?
 

Robbie Britton

Moderator
Staff member
Mark Beecher said:
I think That's great that you no longer half to depend on djing to make ends meet. That is a great pressure to not have.
It's not about "DJing".

It's about "Me".

"Me" the Dj, "Me" the MC, "Me" the Event Host.

My reputation, My brand, and My "Perceived Value"...

Are the keys to where i'm at now.

If i would have stayed just a DJ, just roadie that pushes play every weekend i would be no where near where i'm at now.

I'm "Robbie Britton".

I will make you party a success.

And yes... i play music too. LOL
 
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Mark Beecher

Guest
Thanks Rob.

I AM working on being a price leader in my market but not at the detriment of my bottom line.
 

Robbie Britton

Moderator
Staff member
Mark Beecher said:
I grossed $91,720 by not being the price leader in my market - How about you? How much did you make as a price leader from dj work?
The last time i grossed less than $100,000 as a DJ was back in 2004.

But then again... like i sad in the other thread...

Wedding Receptions are only about a 3rd of my DJ income.
 

Robbie Britton

Moderator
Staff member
Mark Beecher said:
Thanks Rob.

I AM working on being a price leader in my market but not at the detriment of my bottom line.
That's Good.

It takes time and hard work.

Good luck.

Feel free to call me anytime.
 

scottyd

New Member
I LOVE THIS THREAD!

One of the first in a long time that took Common Sense, Business 101, a great book and author and some insightful conversation... all in a positive way. Thank YOU!
 

Robbie Britton

Moderator
Staff member
scottyd said:
I LOVE THIS THREAD!

One of the first in a long time that took Common Sense, Business 101, a great book and author and some insightful conversation... all in a positive way. Thank YOU!
Thank you very much for that. ;)
 
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Mark Beecher

Guest
Sorry Rob,

I think I was confused by this statement of yours
Mark Beecher if you're doing the math... that's 30 * $1200 = $36,000.00 That's about a 3rd of my DJ gross.
You do about 30 weddings a year at $1,200.00 making about $36,000

I am a knucklehead. $1,200.00 is not unreasonable for a wedding. Not at all. At that low volume I would have trouble making it. I need to do about 80 weddings a year because..well...that's my preference for the type of work I like to do.

I also need a second income because even 91k is not quite what I need to make it. I subcontract djs as well.
 
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