Mobile DJs: Learn the Right Way to Profile Your Customers
Michael Kindlick at Jam On Sound Productions, Inc., in Reading, Pa., has devised a “customer-profiling” system, a behavioral-analysis methodology that helps DJs earn the trust of potential clients to increase bookings.
His system, distilled from his years as a high-school teacher, will be the subject of his DJ Expo seminar in Atlantic City, N.J., this August: “The C.S.I. of Customers: Customer. Service. Intelligence.”
The ABCs of Profiling & Behavioral Analysis
According to Kindlick, profiling is understanding a person’s behavior—the way they walk, talk, their facial expressions, how they react to questions and the environment around them.
“How a person reacts to questions and how they carry or present themselves helps to understand who that person is,” says Kindlick, who uses the term “behavioral analysis” instead of “profiling” to avoid negative connotations. “And knowing as much about a person’s background and characteristics will help you organize the specific details to create an event designed to their needs, and, in turn, help you gain their trust.”
How Classroom Teaching Informs Your Business
Kindlick credits his experience as a teacher that has enabled him to analyze customer behavior. “In a classroom of 30 students,” he says, “each one is different and most likely will learn on all different levels. Each has their own personality. A teacher must possess the ability to reach students on their level of interest and learning style. There are seven levels of learning and all relate to the basic senses.
“Some students learn visually, others learn through sound enhancement, others will pick up on things they touch. Some learn more in groups, others learn better alone. To understand how a student will learn best, a teacher must understand who that student is and reach them on the level that fits their learning style. Tap into their strengths and help improve their weaknesses. Just as a good teacher should profile and understand his/her students, a good DJ can do the same with his/her clients.”
Gaining your Client’s Trust
Kindlick says you can “amaze” potential clients with how much you know about them by asking the right questions—and knowing the wrong ones. “Your questions should come from their personal information,” he says. “If you ask questions right away about their event, you are setting yourself up for your profiling to fail. This sounds strange but it’s true.”
Instead, Kindlick sticks to process and improv: “No couple or client is the same, so to ask all clients the exact same questions is doing what every other DJ company is doing. Now, should you not ask the general questions? What banquet hall? How many guests? Of course, but they need to come at the right time. I begin with two personal questions followed by one general question. This order depends on what and how they answer and react.
“For example, let’s say I start out by seeing a bride and groom that come into the office holding hands, smiling, firm handshake with me. I might lead off with, ‘So tell me how you two met?’ You can see they are in love and happy to be there with you. This will get them talking about themselves and who they are. You know by their body language, analyze how they react to you and one another and lead with your next question off of their first response. I might follow this up with, ‘How did he propose?’ If they answer short, maybe it wasn’t that exciting or planned.
“This tells you about their organization and how this may reflect their planning of the event. If the marriage proposal was elaborate, this means they will put the same effort into the event. My event question depends on their previous body language response. Getting a client to talk and react about their past will lead you to planning their future.”
The Wrong Question
Kindlick says if a couple is talking about themselves and enjoying doing so, the DJ should recognize that they want to put themselves at the front. So following up with a question about their guests would take away the point of the first question. “If they appear shy and reserved with responses, then leading into a question about their family or guest needs at the event might be the way to go,” he says. “It all depends on how well you learn to analyze a person’s behavior and the way they present themselves. A person will feel at ease to be themselves if you show them you understand them and know things about them that they are not expecting you to know.”
How Can a DJ Profit?
If a customer is profiled, and prioritized by budget and what is important to them, you know whether or not you can offer them your “bells-and-whistle extras.” Says Kindlick: “Identifying customers to upsell is easy. They sell themselves when they ask about the extras. The basic-need customers will value your expertise, and will know that you understand who they are, and that you’ll help them to feel comfortable with you as compared to another company that is less expensive. Done properly, you can expect a closing sale rate of minimum of 90-percent or higher.”
Your “IEP—Indivudalized Entertainment Program”
Simply put, says Kindlick, “IEP is about making the event a complete reflection of the client. Different from any other event because when you understand who they are from asking the necessary questions you will know what to suggest to them, what advice to give and how their event should be planned.”
This, of course, starts with their budget. “Never talk budget right away, profile first, ask questions second followed up by budget and prioritizing their event to what is important to them. You can help a client prioritize their budget around their answers. You will know from the way they carry themselves and the answers they give to fit their budget around if DJ is important or not. Whatever their budget may be, they can be educated to spend the most amount of their budget on the No.-1 priority and break the budget down with less and less spent as they work their way down their list of event priorities.
“What is important to one client may not be to another, so breaking their budget down by priority will create an event designed to their values, and if done from profiling you can help them decide what may or may not be important. This will also keep them on budget and not have them spend more than they wish—one of their biggest complaints.”