That challenging little word that so many of us spend so much time working on communicating. It’s easier communicating this with some people then with others, that’s true. But there’s one important factor in the equation to communicating value that I often find is overlooked.
How do you perceive value? Do you often question value?
Do you value what others might not? Or do you not value what others might?
Our business, that of a mobile DJ, is one in which value is not often assigned to anywhere near the level we may believe it could/should/want it to be. The idea that “anyone can be a DJ” is pervasive in today’s society (and even encouraged to a degree within our industry) and it would seem some days, that nothing we can say will get people to believe that we are worth more. Worth more than the $300.00 or $500.00 or $900.00 or $1200 that they had budgeted.
But, are we being hypocritical? How do you perceive value? What do you value?
Would you value what you do, if you were in the other seat? Honestly?
I was out for dinner a couple months ago with some wedding vendor colleagues. We happened to be at a really nice restaurant. One who’s decor, service and quality of food was outstanding. The atmosphere there was magnificent and as you would expect, the prices accurately reflected that.
We were discussing whether or not to place a dessert order, when one of the individuals at the table pronounced that he would not being paying $8.00 for a dessert that he knew only cost them $2.00. The tone in his voice was one of absolute contempt for the idea that he might be paying so much for something, that he understood, cost so little to make.
Know this, I have no problem — zero — with anyone saying they don’t want to pay $8.00 for dessert. That’s totally fine. That’s a lot of money for dessert!
My problem though, was in his expressed reason for not paying the $8.00. If all one believes you’re paying for is the raw materials to create that dessert, you are sadly mistaken and missing out on the bigger picture: the decor, the service, the quality, the atmosphere… every reason we chose that restaurant for. None of that comes for free, and in this case, not cheap.
Don’t want to pay $8.00 for dessert? That’s fine, but if it fits the environment it’s being presented in, appreciate it’s value, even if you’re not going to buy it.
Is someone really only paying a DJ for their music and gear and nothing else? Or are they missing out on a bigger picture?
Do you get the entire picture? Or are you much like the prospective clients who claim you are not worth your price?
How do you perceive value? Do you appreciate value?
What type of prospective client would you be? Your best, or your worst?
~ Dave T.
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