Now You're A Sales Person

by Lauren Surprenant

excerpted from Cram & Jam: An Entertainer's Guide to Business Basics

Why Do I Have To Be A Sales Person?

Many entertainers are unaware that "salesperson" is a title that falls within their job description. You have to be at least a good sales person in order to be a great entertainer. Yes, word of mouth will get you business; yes, your creative marketing ideas will get you business; but sooner or later, someone will want you to explain WHY they should spend money on you. This should be approached as a sales call, not a casual conversation.

Needs Based Selling

There is a saying, "People do not care how much you know until they know how much you care." You may initially question why I would include such a phrase in a business book and not save it for a feel-good book. I am not saying invite each one for dinner and celebrate Christmas together - it's not that type of care. I include it because this should become your basic mindset for dealing with customers. Why?

Needs Based Selling has become a popular marketing term that describes approaching sales from the viewpoint of serving customers and meeting their needs. By approaching a sales call in this manner, you are not only more likely to win a client, but may even make an industry friend.

What are the needs of this customer? How can you find out what they need? Try to do research or even just imagine what their needs are - many are the same from business to business, they need to: boost revenue sales, have happy customers who help drive repeat business, no hassles. Since I prefer to have a confident appearance, looking like I know what I'm talking about with a working understanding of their needs before I sit to meet with the potential client, I do my investigative homework. I develop a plan that focuses on each of the common needs, as well as any issues I may have discovered (use the Internet - you can get information about anything).

The other approach is for the potential customer to tell you. During your initial conversation with the potential client, this is your best time to listen for their needs. Regardless of any need they express to you, ALWAYS remember their number one needs on the hierarchy pyramid is an increase in revenue. If revenue does not increase, or worse - decreases, you will be out of a job.

Listen, for the unspoken questions to be able to address their concerns before they need to verbalize them, such as:

· "How big is your company" can be loosely translated to "I want to know someone will still be here if you get sick or something comes up." You truly do need to have a contingency plan if you are a one-person-show.

· "How much room do you need" may be interpreted into "Will I need to prepare for your arrival? Will it affect the present set up of my business? Will it interfere with the waitstaff?"

· "How long have you been doing this?" is the rough equivalent to "I hope you have experience under your belt and I am not the guinea pig for you to test your abilities."

At some point in your career of serving as a salesperson, you will have at least one person bluntly ask you, "So, why should I hire you over the other guy?" You must be fully prepared to confidently answer that question or they just may hire the other guy.

One of my knee-jerk responses is: "Because it is my job to partner with you in driving your sales first, and your guests enjoying themselves second." Typically entertainers focus on the guests having a good time, but frankly, businesses really do not care about that, they care about their bottom line sales totals. Become their partner. Go out of your way to help them because your efforts will later be rewarded five fold.

I recently, unintentionally, shocked one of our contracted corporate clients when I told her I brought a fourth person to a gig (that pays for three staff people) that was expected to have heavy attendance. She immediately wore a panicked look upon her face. I knew her budget was tight and that any deviation in our fees created a HUGE problem. I went on to explain that I did not charge her for one more person (me), but it was important that I ensured the success of the event, which needed another person for one hour. She was so grateful that I was handsomely rewarded with a very generous store discount. Anytime we need a reference, she is the first name we give and we get a glowing recommendation. She referred a national bookstore to us, resulting in a contracted storyhour program. They have re-upped their contract for our third year together and they often include us in their paid radio and TV ads. No, I did not get the exact billable rate that I might charge others, but by serving as their partner, we have found a powerful ally.

Contact Lauren at Laurensurp@aol.com if you are interested in purchasing her book "Cram & Jam: An Entertainer's Guide to Business Basics"