“I know a guy” : How to Be the Go-To Expert in Your Market

In the event entertainment industry, success isn’t just about being great at what you do—it’s about being known for being great. You want to be the first call when someone needs a DJ, AV specialist, or event partner. That’s what being the guy (or the person) in your market is all about.

Today, I’m breaking down my five-part framework to help you dominate your market and become the must-book entertainment pro in your area.

Step 1: Master Visibility—Be Seen, Be Known

If no one knows how great you are, you won’t get referrals. Visibility is the foundation of your success, and there are three levels of visibility to climb:

Brand Awareness – People recognize your name or company but don’t necessarily know much about you.
Trusted Resource – Industry professionals seek your advice and put you on preferred vendor lists.
Go-To Expert – You’re the first call when an event planner, venue, or vendor needs someone.

How to Build Your Visibility:

✔ Social Media – Consistently showcase your expertise, wins, and behind-the-scenes moments.
✔ Speaking Engagements – Offer value at conferences, webinars, or networking events.
✔ Content Creation – Start a blog, podcast, or newsletter to establish credibility.

📌 Action Step: Create a 90-day visibility plan outlining specific social media posts, networking events to attend, and content to produce.

Step 2: Build Power Relationships with Vendors & Venues

Referrals don’t just happen. You need to cultivate relationships with venues and vendors so they want to recommend you.

The Three Tiers of Relationships:

Transactional – Basic business exchanges (you do a good job, you get asked back).
Collaborative – Active referral partnerships where you exchange leads and opportunities.
Strategic Partnerships – You’re the only choice for a vendor or venue—they don’t even consider others.

How to Strengthen These Relationships:

✔ Attend vendor appreciation events and open houses.
✔ Participate in local networking groups and be present at industry meetups.
✔ Offer exclusive perks (e.g., a free photo booth for a venue’s open house, like Geoffrey Sandler’s chocolate fountain strategy).

📌 Action Step: Identify three vendors or venues you want to build deeper relationships with and develop a clear strategy to connect with them.

Step 3: Master Committees & Networking Events for Influence

Most DJs attend networking events, but few truly leverage them for maximum impact. The secret?

💡 The best networking happens in smaller rooms.

Instead of blending into the crowd at a big industry event, position yourself as an insider:
✔ Join committees (hospitality, planning, or fundraising) where you can interact with decision-makers.
✔ Volunteer for walkthroughs at venues and events.
✔ Serve on boards or subcommittees for local networking groups.

📌 Action Step: Research and join a committee or a small networking group where you can contribute meaningfully and build influence.

Step 4: Stay Ahead—Commit to Continuous Learning

The best DJs don’t just entertain—they stay ahead of trends and continuously sharpen their skills.

Three Types of Learning You Need to Prioritize:

Peer-to-Peer Learning – Join mastermind groups and attend networking events.
Formal Education – Take courses, attend workshops, or hire a business coach.
Self-Education – Read books, listen to industry podcasts, and consume business content.

Ways to Stay Relevant:

✔ Attend conferences, trade shows, and workshops.
✔ Subscribe to industry blogs and online courses.
✔ Host educational workshops for local vendors and clients to position yourself as an authority.

📌 Action Step: Pick one skill to improve over the next 60 days and commit to learning it (e.g., MC skills, marketing, or technical AV expertise).

Step 5: Use Storytelling as Your Secret Weapon

Facts tell, but stories sell. The best way to gain trust and establish credibility is through authentic storytelling.

💡 A good story always includes:
✔ A problem (e.g., a venue had a last-minute cancellation).
✔ A solution (e.g., you stepped in to save the day).
✔ A transformation (e.g., the event was a massive success, and now the venue refers you to all their clients).

Where to Use Storytelling:

✔ Sales conversations – Use past event examples to close bookings.
✔ Social media – Share behind-the-scenes moments and client success stories.
✔ Networking – Tell engaging stories that position you as an expert.

📌 Action Step: Write down one compelling business-related story and plan how to use it in your sales pitches, social media, or content marketing.

Final Thoughts: Stop Waiting, Start Taking Action

Becoming the go-to DJ or event professional isn’t about hoping people recognize your greatness—it’s about proactively positioning yourself as the expert.

🚀 Your Game Plan:
✅ Visibility – Get seen, get known, and create a 90-day visibility plan.
✅ Relationships – Build real connections with vendors and venues.
✅ Networking – Get in the right rooms and contribute meaningfully.
✅ Learning – Stay ahead by committing to continuous education.
✅ Storytelling – Use real stories to sell your services and build trust.