In order to help pay for graduate school, I used to work as a party DJ. I was extremely successful as a DJ. Success was measured by cash tips and we had a competition between DJs to track how many tips we came back with every weekend, I won easily every week.
My success had nothing to do with greater musical expertise or my performance in front of a crowd, it was all about customer service. The customer service lessons I learned at those parties are not unique to being a DJ. Let’s think about how to apply these success principles to your website:
It’s the Bride’s Party- not mine
A lot of DJ’s would try to insert themselves into the party and become the show. The quickest way to create a bad experience is to take attention away from the bride, also known as the “customer”. Look at your website. Who is it for? Does it answer questions for your customers/potential customers or is it your show? Do you think if customers heard something they were listening for in your website content, do you think they would have a better time at the party?
Keep your Go-To Songs Handy
As a DJ, your biggest sign of trouble is when the dance floor empties. Before each party, I was given a list of songs the customer wanted to hear. Since the customer knew their guests, they usually worked to keep the dance floor full. But just in case, I had a set of songs I knew would fill the dance floor in an emergency. Think of your website as a dance floor. Do you have a go-to method to get more traffic/more leads if you need it? Emails blasts, PPC Ads, or your Facebook page? Find your go-to songs.
Leave them wanting more
One of the ways you made extra money as a DJ was to sell extra time at the end of the party. The last half hour of the party was key. If the dance floor was full and the tempo was good, extra time was guaranteed. This was no time to play a series of slow songs, you wanted the energy to build so when the top of the hour hit, no one wanted to stop and you got paid overtime. Think about the stages of your sales process and the content of your website. What do you have on your site that addresses that crucial last half hour before the sales decision is made? Are you playing a series of slow songs? How could your website keep the tempo moving towards closing that sale?
Don’t Just Take My Word – Show me the numbers
My last duty of the night was always to find the party host and hand them a card with a short Customer Satisfaction Survey. This was how we knew for sure whether or not the party was a success. Your website is collecting numbers or analytics everyday telling you if customers enjoyed your party. Review them, start looking at them monthly.