Article #4
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We are going to look at "selling the band," to a potential club owner.
Now preferable you want to do this in person for a local gig. If
you are doing a tour of clubs across the country then your looking at
over the phone and saying things to assume they already heard of your
band or they really don't want them admitted that they didn't.
The thing to keep in mind is to be excited. ( Thrill 'em and
chill 'em and make them glad they answered that phone!) When your
excited and talking with a smile on your face it gets the other person
interested. It's a fine line between sounding like a
television game show host and an actual clown. Your greeting
should be up beat: "Hi! How are you today?" When they
answer and ask you the same question, don't miss a beat when you reply:
"Great! Thank you for asking!" Then get right into it. In
example: "My name is Doug Papa and the reason I'm calling is because
your club has live bands and your looking for the best performers for
future dates. Am I right? (pause) of course I am and that's
exactly what my band can do for you. Pack the patrons in like
sardines. The name of the band is Carouse. Have you heard
of us? Well, if not you can go to dougpapa.com and listen to a
song called "Psycho Storm." In case your wondering I'm playing
drums. Everyone that hears us says "we're the next big
thing," and that's why we can provide you with a steal of a deal
with our great gig rates. So we can perform on a
weekday just to prove ourselves. Once you generate a huge
profit, we can then talk about coming back on a weekend... O.K.?"
( Make sure you say O.K. with a high pitched tone.)
If they decline at this point just remember
this simple formula: Agree, Isolate, Rebut, Close. Agree:
"I understand how you feel." Isolate "A lot of other club owners
have felt the same way." Rebut " But you are looking for an
original band that can hypnotize the crowd and get them excited to buy
more drinks." Then close and that's exactly what your looking for...
right? So do you want us on a week day or a
weekend?" Always assume the sale. Never ask a yes or no
question. The close was an either this day or a that day for the
gig question. Notice how I placed the "Feel, Felt and
Find." in there. Never say "Yes." Instead say
"absolutely!" If they
are still hesitant, answer their question and then go for the close right afterwards.
If they say " I don't know." Reply with: " If we're one percent
or a hundred percent better than the bands they usually play there,
then you found yourself a new money maker. I say try us out and
you won't be disappointed with the results. Now your club is at
(say address ) right? Great, what day and time do you want us to
be there?"
You may have to say little things to make them laugh like:
"Do you hear that? (Pause. Then knock on a table or wall with the
phone receiver near the surface your hitting.) That's pportunity...and
it's only knocking once. He who dares wins, and this really
isn't that big of a dare. You probably have had bands that didn't
have a mailing list of fans that can guarantee a crowd. We have
that and we can show up at your convenance. So what day will that
be?"
If they are still hesitant. Tell them straight up: "Look, I
know it's a tough economy and you may have a problem meeting
overhead. We are the solution to get people into your club during
a slow day during the week. If we surprise you great we're talk
about a Friday or Saturday night in the future. You can't pass
this up because the only people that get ahead in life passing are
football players and it doesn't sound like your wearing a shirt with a
number on it's back. So would you like us to bring our own Sound
board and lights or does your club already have that equipment?"
If they say "I have to think about it." You say: "Well you sound
like an intelligent individual so let's think of this together.
Now what's holding you back?" You want to get their attention
then their interest. At this point get them dedicated to seeing
you as the solution to their problem and to commit to a day and time
for your band to perform. Listen to what they have to say but
control the conversation by making up their mind for them. Find
the necessity and provide the answer. Ask a few probing questions
and then use that information to re close your sale. In example:
"Let me ask are your payouts hard to keep up with my friend? I
hear you. If it's not the increase in payroll taxes it's the rise
in utilities. That's why we stride to perform as if we are
advertising that the patron has chosen the right club to spend their
hard earned money at. I'll tell you what. We're even film
an original song and give the club a plug with a new you tube music
video. O.K.?"
This was just covering the basic's of being a sales
professional. Your not an order taker expecting all club owners
to be a customer. Do your research either online or by reading
books to build upon
what I have provided today.