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HypnotizeAmerica Veteran user 399 Posts |
I wanted to start this thread to help those who seem to have a hard time seeing a bigger value in their work (myself included). I'd like to gather a list of things that increase your perceived value to the customer.
1. Years in business 2. # of shows done 3. Appeared on TV 4. Appeared on Radio 5. Published author 6. Liability insurance 7. Keynote speaker at corp function 8. Seen as an expert on a subject That is the short list off the top of my head. Feel free to add on. |
icentertainment Inner circle 1429 Posts |
Also the number of people you have performed for---- really paint the picture of your expertise.
So 10 years of experience or 1.5 million viewers have witnessed the magic of whoever. Magazine articles, industry specific (which would lead to becoming the expert in your field), such as a marketing magazine for trade show guys - writing an article. But the TV, Radio, and newspaper would be classified as "celebrity status". You would also get a higher fee if you are not a Jack of All Trades but more of a specialist. For example, many magicians do the Kids Shows, Trade Shows, Weddings, Product Launches, and every other event they can think of. But for a Product Launch, you would probably get more money if you were the Product Launch Magician. Same with cocktail parties. Actually, after re-reading your post, I guess it's the same as being the expert. |
Dannydoyle Eternal Order 21219 Posts |
See, you guys, in my opinion, miss the point entirely.
Your value to the "customer" is what you can provide them. NOT what you are. IF you have never appeared on television, so what? You can provide them with a unique experience, you can provide them with customer service second to none. You need to center on THEM AND THEIR NEEDS and forget how important you are. It is completely irrelevant. I have many clients who feel I am the only one who can do what I do for them. They are WAY wrong, but I never wise them up to the fact. When you center on things about YOU instead of their needs and wants, you open yourself up to them finding someone with better credentials, with more exposure or better price. When you center on THEM and make THEM happy, well, they never think to look any further than you for their needs. Sales 101. Find a need, and fill the need. It has almost NOTHING TO DO WITH YOU and how important you are, or how many times you're on TV. Don't center on things about yourself, center on things that will solve a problem for the customer. Customer service is NOT about you and what you "claim" to be, it is about them and how you can help them. Please don't take this wrong, guys, but it is a common mistake most make in our business. Put your ego aside, and stop trying to make yourself bigger and better than the next guy. It is NOT important. All the things listed will come with satisfied customers. Let THEM tell others you are an expert in a subject. It holds far more weight.
Danny Doyle
<BR>Semper Occultus <BR>In a time of universal deceit, telling the truth is a revolutionary act....George Orwell |
Bill Nuvo Inner circle 3094 Posts or 2742 Posts |
I agree with Danny. It's been said many times here before, be a solutions provider. The customer really wants to know: "How can you help me?" "What can you do for me?" It's about them.
Instead of being the area's "premier" magician, why not: Be able to provide a unique experience, making their event one to remember. Be able to make custom shows for a variety of budgets.... Now using the other items listed before, these mainly just let prospects know that you are experienced, just like a lot of other people. 1. Years in business 2. # of shows done 3. Appeared on TV 4. Appeared on Radio 5. Published author 6. Liability insurance 7. Keynote speaker at corp function 8. Seen as an expert on a subject You can take some and transform them to providing for clients. Insurance helps protect the clients in case of mishaps. Some appear to be ego stroking. You have to word things carefully as to not turn people off. I know I am always leery with people who claim things like "expert" and "the best". As Public Enemy (rap group) said, "Don't believe the hype". Hype will only get you so far. A good example of solutions-providing advertising is: A website or advertisement that has pics/video of performer entertaining an audience. The key is showing audience reactions. That's what clients want, not a magician striking poses with fancy props. I have never understood why some people list their tricks and illusions, as if that is what will sell people on the show. The majority of people couldn't care less about what tricks you do, just as long as you entertain the crowd. That is their problem, and you can provide that solution. If they wanted a person with a bunch of tricks, they would go to the magic shop, buy some, and do it themselves. |
HypnotizeAmerica Veteran user 399 Posts |
Guys, forgive me if my original post came across as unclear. I guess what I am looking for is ways people can justify the higher fees while focusing on the clients needs. I think some of the stuff can add to your perceived value because of expert status, celebrity, etc.
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joshlondon17 Special user San Diego, CA 685 Posts |
I agree with Danny 100%! Clients do not care how many times you've performed, they care about themselves, then their event they're having. That is the main reason many magicians fail at marketing, and they are left to do kid shows for $200 a piece.
Make the client feel that they are number one, and you can do extraordinary things to make their event spectacular, exciting, etc. Once that is done, repeat it and repeat it and repeat it again! You need to get your message in their heads so they can vaguely remember it when it comes time to book entertainment. Also, client lists with client testimonial work really well. I have a little 12 page booklet with client testimonials. I send that when they request or I ask to send them my Press Kit. (I call it Press Kit, not Promo.) Josh London |
rossmacrae Inner circle Arlington, Virginia 2475 Posts |
Your list is a good representation of "perceived value" as perceived by a business or convention client, but not all customers have equal perceptions of value.
All clients might value a list of your "most impressive previous clients" (everybody likes references). A birthday client might value "what you'll do extra for all the kids" and especially "what you'll do extra for the birthday kid" (that she would ordinarily have to pay extra for). A festival client (single performance) might value some examples (really a delineation of your limits) of how flexible you're willing/able to be in terms of adjusting to other acts running overtime or events proceeding more slowly than anticipated. A festival client (multiple performances or multiple days) might value examples of how flexible you can be in terms of performing at various spots around the ground. In all cases, these examples need not necessarily be presented in a list of "reasons why I'm better", but they are points that you might want to be sure get inserted at the appropriate spots in your sales presentation (and maybe also summed up together in one place in a list). |
magic4u02 Eternal Order Philadelphia, PA 15110 Posts |
It comes down to perceived value. What is the perceived value you bring directly to the minds of your potential prospect? It is about them feeling that what you have to offer is worth it to them. This does not always mean JUST the show itself.
Perceived value starts the minute they make contact with you, and does not start just at the show itself. It is everything you do and say to them, and how you go about it. It is delivering far and above what they had expected of you. There are so many things that Kelly and I do for every prospect that goes above and beyond just doing a good show. So many that I could not even begin to count or list them here. The point is that my perceived value in their mind is so great that I can charge the fee and get it without questions asked. They come back to us because we are not just performers, we are people that are solutions providers for them. We can solve problems in ways that others simply can not, and for that they pay us nicely and come back time and again. I always strive never to be just a product. Products are meant to be used and abused and forgotten about. I want that prospect to become a client, and then I want them to become a recurring client who will come back to me, time and time again. So how do I change this perception of them seeing me as just a product? I go and make myself known to them not just as a magician, but as a total solutions provider. I simply strive to find solutions to any of my client's needs. By listening to them, I lock in on what needs they have and structure my show and offerings to meet these needs. As soon as I meet needs and solve needs for my client, my perceived value in their own eyes increases ten fold. Now, I am no longer magician X,Y, or Z. Now, I am remembered as The Magical Illusions of Kyle and Kelly, and they will come back to me, time and again, because I can offer them something others can not offer. I have added value to them. Another thing that success-minded people strive for is NEVER forgetting about the past client. Too many magicians do a show and leave and move on. That can be one of the single most bad mistakes one can make. Instead, BUILD relationships with these folks. After all, who knows more about what you do, how you do it, and how you met a need more than a person who has experienced what you have to offer. They are walking billboards and advertisement for you. Do not forget about them. Nurture the relationship with them throughout the year. By doing so, you can often not only get repeat bookings from them, but often times you get referrals from the person giving your name out to others they find might benefit from what you have to offer. Keep your name fresh in their minds at all times. Hope this helps. Kyle
Kyle Peron
http://www.kylekellymagic.com Entertainers Product Site http://kpmagicproducts.com Join Our Facebook Fan Page at http://facebook.com/perondesign |
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