In this article, we describe some of the more creative sales tactics in use around the country, which involve the techniques of distraction and misdirection.  This is part two of the "What to Avoid" section of The DJ SHOPPING GUIDE™.

"DISTRACTION AND MISDIRECTION"

Another group of somewhat more advanced sales tactics to be mindful of are those involving techniques of distraction and misdirection.  The basic premise of these types of tactics is simple -- to get you to concentrate on something unimportant or unrelated, so that you will not think about or notice what is important.  Magicians use distraction and misdirection constantly, as a way to trick the human mind into seeing only what they want it to see.  Companies are very aware of the emotions that go with making big decisions for your wedding, and sometimes use flashy presentations and skillful salespeople to "wow" you into choosing them.  It's a good idea to be aware of what you'll likely encounter in these situations, because you are fairly likely to come across one or more of them when picking a wedding DJ.

Demonstrations and Showcases

One common sales tactic in the DJ industry is that of a live "demonstration" or "showcase." In a demonstration, you visit a company's office and spend some time chatting with a representative about your favorite music.  The representative then plays that specific music, as well as a few similar artists, ostensibly to give you an idea of what you'll experience on your wedding day.

A demonstration can certainly be a fun experience -- who doesn't like to hear their favorite songs?   However, it's not really the essential decision-making tool it's painted to be.  For example, in many cases, the person providing the demonstration is either not a DJ at all, personally unavailable to be the DJ at your wedding, or wants to charge you an additional fee to "lock" them in as your performer, usually a significantly higher amount than the price you were initially quoted.  In addition, the equipment used for demonstrations is rarely (if ever) the equipment that is used at events.  The sound system often remains set up in the company's office at all times, and is likely to be used solely for the purpose of demonstrations. 

So, when the person providing the demonstration isn't going to be your DJ, and the equipment isn't the same setup that will be used at your wedding, nothing truly substantive is being demonstrated at all.  Unless all of your important questions are answered to your satisfaction, it is simply an enjoyable -- but pointless -- experience.

Promotional DVDs or Videos

Another tool many companies use is a promotional DVD that features a variety of different DJs.  What these DVDs don't emphasize is that the weddings featured are not your wedding -- they don't give you a clear picture of what you will actually experience at your own event.  The music, announcements and crowd response at someone else's wedding will not be the same as your own.  Furthermore, everything that could possibly be determined by viewing a DVD can be determined just by sitting down one-on-one with the DJ.  Meeting the DJ face-to-face will always provide you with better information in making your decision, and will allow you to get a "gut" feeling about him.  His eloquence, confidence, knowledge of  music and general style should come through loud and clear upon your first meeting, without the ability for the company to edit what you see or hear. 

Seeing the DJ "In Action"

Some companies, rather than sending a generic DVD, actually invite prospective clients to drop in on other brides' and grooms' weddings to see the DJ in action.  As with promotional DVDs and videos, the wedding you'd be observing is likely to be nothing like your own and you are highly unlikely to learn anything significant by observing a DJ for a few minutes.  Even more important to consider, however, is the message this tactic sends about a company's priorities and values.  If they're willing to use someone else's event as a sales opportunity, what does that say about their focus on a couple's wedding day?  It doesn't seem very respectful of the couple's privacy or of their right to have their DJ one hundred percent committed to their satisfaction and the success of their event.

Salespeople

Perhaps the most significant form of distraction is that of using a salesperson (usually commissioned), or even the company owner, to do all the talking.  Companies do this because they know these people will typically be more skilled at making slick presentations, overcoming any objections you may have, and "upselling" you on options and add-ons (described in more detail later) than one of their DJs would be.

Ultimately, however, how much "selling" really needs to be done?  Shouldn't the company's reputation and policies speak for themselves?  And if that is the case, shouldn't the most important thing be for you to evaluate the DJ's personality, communication skills, and judgment?  After all, a salesperson or a company owner isn't going to be the one playing the music, or controlling the microphone, at your event.  It's up to the DJ to understand your vision for your wedding, and to execute that vision on the big day itself, and you need to have the opportunity to develop a rapport with that person without someone standing in your way.

Each of these examples are designed for the same general purpose -- to fool you into concentrating on something unimportant, and into ignoring the fact that there may be something wrong with the way the company is conducting business.  These techniques can be highly effective against unsuspecting couples, and have often been perfected over the course of years or even decades.  Simply being vigilant and staying focused on what's important to your decision will keep you from falling victim to one of these tactics.

In the third part of this section of The DJ SHOPPING GUIDE™, we'll discuss the types of structural problems and unethical policies in What to Avoid, Part 3: Questionable Business Practices.