Sales is the lifeblood of your DJ business. You can have the best branding, the tightest operations, and the most incredible performances, but if you’re not closing sales, you’re not growing.
In a recent episode of the Million Dollar Multi-Op Podcast, host David Osborne sat down with industry expert Matt Radicelli to discuss the crucial elements of hiring and training a top-tier salesperson for your entertainment company. They broke down key hiring strategies, sales systems, and actionable techniques to help you boost your closing rate.
Who Should You Hire for Sales?
The right salesperson isn’t just a slick talker. They need to be a strong communicator, a great listener, and someone who genuinely believes in your service. Here’s where to start your search:
- Look internally first – Your best salesperson might already be on your team. DJs, MCs, and even admin staff who are passionate about what you do can often transition into sales roles successfully.
- Network within the industry – Venue coordinators, catering managers, and photographers often have strong client-facing skills and understand the event business.
- Consider outside sales pros – Professionals with a background in catering, hospitality, or even copier sales (yes, really) can bring strong sales fundamentals to your team.
Key Traits of a Great Salesperson
Before handing over the sales reins, make sure your candidate has:
✅ Strong Communication Skills – They can articulate your value clearly and concisely. ✅ Active Listening Ability – They focus on the client’s needs rather than just pushing a sale. ✅ System-Following Discipline – Sales is about processes. The best closers follow a system, not just their gut. ✅ A Passion for the Product – If they believe in your DJ service, they won’t feel like they’re ‘selling’—they’re just sharing something great. ✅ Availability & Responsiveness – If they don’t answer calls or emails quickly, they’ll lose business.
Building a Winning Sales System
Having a talented salesperson is one thing, but they need a strong framework to follow. Here’s how to build a sales system that works:
1. Frame the Call with a Clear Agenda
Start every sales call by outlining what’s going to happen:
“Hey, thanks for reaching out! Today, we’re going to go over your event details, talk about what you’re looking for in entertainment, and I’ll answer any questions you have. By the end, you’ll have all the information you need to decide if we’re a good fit. Sound good?”
This helps set expectations and puts the client at ease.
2. Ask If They’re Ready to Book Early
Instead of assuming every client needs a full consultation, try this approach:
“Hey, real quick, are you looking to secure your date today, or would you like to go through a full consultation first?”
Many clients are ready to book but won’t do so unless prompted. This simple question can save you time and increase conversions.
3. Build Trust Through Active Listening
When a client expresses a concern or preference, don’t just acknowledge it—reflect it back to them:
Client: “I don’t want the Cha-Cha Slide at my wedding.”
Salesperson: “Got it! The Cha-Cha Slide is off the list. I totally get it—it’s great for middle school dances, but not for your big day. What kind of music do you prefer instead?”
This reassures the client that you’re listening and taking their concerns seriously.
4. Keep the Conversation Focused
Ask questions that get to the heart of what the client really wants:
- What’s the one thing you absolutely want at your event?
- What’s something you saw at another wedding that you didn’t like?
- What kind of energy do you want the reception to have?
Letting them guide the conversation helps you tailor your pitch to their needs.
5. Always Book a Follow-Up Meeting (BAMFAM)
If the client isn’t ready to book immediately, don’t leave things open-ended. Instead, use the BAMFAM (Book a Meeting From a Meeting) technique:
“Totally understand you need to chat with your fiancé. How about I check back in on Tuesday at 10 AM after you’ve had that conversation?”
Locking in a follow-up increases the chances of closing the sale.
Final Thoughts
Hiring a great salesperson and giving them the right tools can be a game-changer for your DJ business. Whether you’re training an internal team member or bringing in an industry outsider, make sure they understand your service, follow a proven sales system, and always focus on building trust.
Action Steps for DJ Business Owners:
✅ Identify potential sales candidates within your existing team or network.
✅ Train them on a structured sales process—don’t leave it up to improvisation.
✅ Implement a clear sales script that emphasizes active listening and framing.
✅ Ensure they ask for the sale early and use BAMFAM to keep leads engaged.
✅ Track closing rates and improve based on feedback and recorded calls.
By refining your hiring and sales processes, you’ll book more gigs, increase revenue, and build a DJ business that thrives. Ready to take your sales game to the next level? Start applying these techniques today!