The
Ultimate Prediction
Read the Minds of your Potential
Clients
Randy Charach
Knowing precisely
what to say to a potential client can be a valuable skill. It will certainly
aid you in securing more bookings and obtaining higher fees. So, how do you
know what to suggest, pitch, recommend, or propose to a specific person or
committee? Well, there are a variety of ways. Let's examine a few.
First of all
of course, you guessed it; ask questions. It is not that simple though. In
order to even know what questions to ask you must let the person you are dealing
with talk freely and comfortably. This is achieved by practicing polite and
effective communication skills.
Arm yourself
with Neuro Linguistic Programming (NLP) techniques and similar applied psychologies
so you can gain a better understanding of the different communication preferences
people are wired with. For example, some people relate predominately on a
visual level, while others are preconditioned to respond more on an auditory
level. Of course, there is much more to it than that. I recommend you study
NLP, body language, and a variety of personality profiling systems.
Also, study
sales and marketing information from leaders in these fields. For sales training,
I personally have gained much insight from Brain Tracy and Tom Hopkins. Marketing
lessons from Dan Kennedy and negotiation techniques Roger Dawson who provides
a taped series have been useful. My favorite book on negotiating is inexpensive
and readily available at most book stores. It is called "Getting to Yes."
There is a direct
correlation between my personal success and the fact that over the course
of twenty years, I have studied hundreds of books and courses on the subject
of sales, negotiating, marketing, and psychology. Then of course applying
this information and adapting and creating new methods specific to show business
was and is the key to unlocking the power of all this information.
At the very
least, be aware that not everybody thinks exactly the same way as you and
do not make assumptions as to what their needs may be. Let me give you an
example to illustrate my point.
Potential
Client: "Do you do the thing with the books and where you read the
minds of the people telling them what words they picked?"
Mentalist:
"Oh yes, that's the feature presentation of my act. It is the longest
and strongest part of my show."
Potential
Client: "Great, thanks, we'll get back to you."
Well guess what?
This client was just at an event where the Mentalist bore the audience for
20 minutes with a book test routine that was less than entertaining.
The potential
client, in this example wasn't trying to trick you. She was honestly
wondering if you are anything like the last Mentalist and this was her way
to judge. Here is a new scenario for you to consider:
Potential
Client: "Do you do the thing with the books and where you read the
minds of the people telling them what words they picked?"
Mentalist:
"I perform a large repertoire of presentations and tailor my performances
specific to my clients needs and desires. Is that a routine that you would
wish me to include in my performance at your event?"
Potential
Client: "No, not really, I don't find it entertaining."
Mentalist:
"Oh really, let's talk about that for a moment..."
Your job is
similar to that of a detective as you ask questions and carefully listen (and
when possible — watch) for clues as to what is really being conveyed.
Then, you can provide a variety of proven solutions that are
tailor made just for your specific client. The difference between this approach
and simply gathering date and time information then rattling off a quote or
sending generic promotional material will make a substantial difference in
the fees that you can earn.
Simply stated,
you can offer more services that your client actually wants and request and
obtain higher fees. Simultaneously, you are building a strong foundation with
your client based on a deeper understanding of their needs and the ability
to provide solutions to their problems. Rather than just being another potential
supplier to the bookers of entertainment, you are now a valuable member of
their team. You will have succeeded in standing alone and in an entirely different
league than what "was" your competition. You have succeeded in overcoming
price structures that exist in our industry and have opened the doors to new
opportunities beyond simply providing entertainment in exchange for a fee.
What does all
this mean? It means you need to listen more and ask more questions. Doesn't
it? Yeah, you bet. Also, devote at least 20 minutes per day to reading. Adopt
a service attitude. Focus on what you have to offer and don't even think
about your competition, as soon you will have none.
Randy Charach
Copyright ©
2001 Randy Charach and Sharac Productions, Inc. Released to Performers.net.
Did you enjoy
this article? Visit his Randy's web site for many more marketing resources
and his new book, "Secrets
of a Millionaire Magician"
Contact
Randy:
E-mail: randy@charach.com
Visit: http://www.millionairemagician.com
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