I'm curious how you folks handle the situation of the folks who's really reluctant to saying yes to the booking? Generally, folks go ahead and book (or will book very soon) after the first conversation. Of course some you just never here from again. But there's always that strange one that gives interest, stays in communication, but says they still haven't made up their mind.

I'm curious how you approach the ones like that to get to a yes?

Pretty "selling" related question for a magic forum, but, these folks are in a bit of a different mindset when shopping for entertainment.

Anyhow, hope everyone's year is going well!

I have always said the mindset and dynamics of buying/selling entertainment services is much different than conventional business or sales. Actually, there are huge differences. If one tries to use conventional sales tactics and practices to try to sell entertainment, they will usually never get over a 20-25 (at best) closing ratio.

As I read your post two things immediately came to mind before even reaching the end of the sentence.

1. You didn't flush out and then address their hesitation points, you didn't address their concerns, or you pushed what you wanted to say rather than what they needed to hear or were seeking. I'm guessing you didn't create a "this without a doubt is your best option and solution to your interests" giving them in their minds the decision that there is no need to even look further...

or

2. It was another entertainer in your area trying to learn some information on you, your business, how you conduct business, and how you operate (and of course pricing/packages).

You do not approach this to get a yes, you approach this to flush out their interests, needs, wants, and what shopping they have done so far, what attracted them to contact you, how they heard about your, and about a dozen other questions (found in my Lead Sheet in my Entertainers Business Toolkit as a guideline).

Your approach is to first identify if you are the best match for their interests and type of event (if not move on for the best of both of your sakes), and then to create a win-win (you and them), or a win-win-win (you, them, and their guests/attendees) if it is a good match for you.

The goal to me is not to get a yes...It is to make yourself their only real choice, so no matter how much they look elsewhere or at other entertainers, you are the only one that meets all of their criteria. Their criteria may need to be adjusted as most do not even know themselves what they truly want or need, this is where the education process should be employed as part of your presentational process. This will flush out their true real needs and interests and put them and everything in the right and proper perspective.

A sale is made in every interaction. Either you have sold a product, or they have sold you on a reason they don’t need it.

If you have found out what they need and have not convinced them you are THE solution that is an issue.

Let me give you an example...I coach performers/entertainers, entertainment business operators (non-performers), and entertainment venues that need or want entertainment and to have an entertainment program.

The first thing I do with anyone interested in my services is have them complete an onboarding questionnaire to allow me to get familiar with them, their interests and what they are seeking. This will determine if I can help them, and if I feel we would be a good match to work together. If I feel we are a good match and they are open-minded to learning and willing to do the work, I accept them and move forward.

They either already know or quickly realize during this process that I am the only person that does what I do and can create the outcomes I offer. If for some reason they decide to pursue other options or possibilities, that's fine as I know they will almost always come back to me which at that time, with only rare exception, I will choose not to work with them.

Eventually, when you get to a certain level, a few things begin to happen. You get a reputation for what you do. Then people that come to you are doing so for what they know is the only person they want, trust their event to, or they know you are their only/best solution to their interests. This is where market specialization comes in. When you specialize in a market and are known in that market, and become the top of your market, different things begin to happen. You really do not need to market (or only do so to have a presence for the 20% of new business you may be seeking each year) as your position and reputation (and proven experience and results) drive people to you. This is what every entertainer or entertainment business should be striving for. There is nothing better than you appearing at a trade event and people are lined up to see/book you before you even arrive.

This whole thing is a process, and it can easily be learned, but it first must be understood completely by the performer/entertainment business owner, and then your entire presentation and booking process created around this.

This is how I operate in every one of my businesses and with every client/student I work with.

In your current situation, you could simply follow up with them with a phone call (the most direct) and just touch base with them to see if they have any questions or if you could help them in any way.

Thanks for the input! It's appreciated.

That's a lot of detail, I'm sure that helps with closing a lot!

Yes, anytime I'm communicating in that situation I actually give a time for a follow up later. That way the phone call isn't as random. The current guy I'm talking with is one of the biggest fence sitters I've come across.

I should ask if he's married to see if it might be a fear of commitment!

Anyhow, thanks again.

Indecisive people, even if they book you, tend to be problematic leading up to, as well as at the gig.

What I hate is when someone says they want you for a certain date yet never send the 50% advance. Then they freak out when you book the date with someone who sent the check when requested. Many people think it's a one way street!!!!

Have any of you ever used the "take away close?"

Why would you think that? And just to add a few thoughts from many years in sales. Prejudging a person’s mindset in sales of any type is the first big mistake many people make. The moment you assume you already understand how someone thinks, you stop paying attention to how they actually think. The truth is that buyers rarely fit neatly into the categories we invent for them.

Someone shopping for entertainment might be a parent planning a child’s birthday party. Or they might be a corporate event planner trying to impress a room full of executives. They might be a school administrator, a festival organizer, a church volunteer, or someone planning a retirement party for a friend. Each of these people arrives with different motivations, expectations, and concerns. But here’s the important part: their mindset isn’t fixed before the conversation begins. People don’t always know exactly what they want when they begin looking. Many are simply trying to solve a problem. Your job in sales isn’t to guess their mindset ahead of time. Your job is to Discover It.

A good salesperson walks in curious. They ask questions, they listen, and they let the buyer reveal what matters to them. Ironically, when magicians assume they already know the customer’s mindset, they often start talking about the wrong things. They mainly talk about themselves. Good sales are less about persuasion and more about understanding. Every audience is different. Every buyer is different. And every conversation is a chance to learn what this particular person values. The moment you stop prejudging the buyer, you start discovering opportunities you would have otherwise missed. And that’s when real selling begins. One of the main reasons prospects are “on the fence” is the salesperson didn’t really understand what the prospect was trying to accomplish. When someone hesitates, many salespeople assume the problem is price, timing, or competition. But more often than not, the real issue is much simpler: the salesperson never clearly connected the service or person to the prospect’s actual need. Being “on the fence” is often just another way of saying the buyer hasn’t been given enough clarity or confidence yet.

Anyways, that's just my thoughts on sales in general.


George, The key is that the take-away close only works after you understand the ‘real’ objection. If it’s used too early, it just sounds like a sales trick. But when it’s used naturally, after listening carefully and addressing the situation, yes, it can help a hesitant prospect make up their mind.

Tom

The problem that creates the need or possibility for a takeaway close should never come up if the sales presentation is done correctly. To me the takeaway close was always seeming to be an attempt to try to convince or manipulate them to pull the trigger and buy.

I, myself, never want to operate in or from this position. I want people excited to buy from me. To feel I am truly their best or only choice. That I am the only one that can meet, deliver, and even exceed their expectations.

Closes like the takeaway close and other similar tactics are used by salespeople facing hesitation, objections, or concerns from the prospect. I never want to be in that position. I get that it works for some people, and in certain business environments it may be more applicable than in others, and it may be a viable tool. I prefer to operate from a "this is what I offer and can do for you, your needs, your event or venue," take it or leave it.

Again, in so many ways entertainment business is different than conventional business. Sales and the process is also different.

Yea this. Absolutely an issue I have seen people have! This is why a lot of guys want to instill a sense of urgency in the interaction so as to short circuit this type of problem before it happens. Many make it CLEAR as can be that no date is "booked" until deposit is received. There are subtle ways to make sure it stays in their mind until it is done.

It is one of the many things that drove me to long term gigs decades ago. (Back then checks were the ONLY way to get deposits effectively. So keeping track of them and which ones showed up and what not was a pain in the hind parts! It might be a darn sight easier now with ACH and PayPal and all the options for instant transfer.)

Not to mention the old bounced check issue.

ARGHH yea!

Yet ANOTHER reason I do things the way I do.