Key Lessons from the Production Field
My name is Stephen Dilts. I’ve been blessed to work in concert & events production management for the past twenty-four (24) years. I’m currently serving as the General Manager for Promosa USA, Inc.
Over the years, I’ve worn a lot of different hats. Everything from entrepreneur/owner to building video walls as a stagehand.
Don’t build shallow relationships with clients.
Be genuine in everything that you do. I had to learn this lesson the tough way. I established myself as a young 26-year old director for PSAV and led the AV department at the Ritz-Carlton, Kapalua in Maui, Hawaii.
I had an amazing first year and exceeded all my benchmarks. I received a large commission/bonus. I was looking forward to my annual review with Regional Management.
What happened next caught me off-guard. The RVP began the review by telling me that all my relationships were “shallow” and focused on “what’s in it for me”. I’m not sure that I heard anything that came after that.
From that point forward, I’ve made it a point to build a genuine “connection” wherever possible with clients. We talk about their children and spouse. Their hobbies outside of work. Ultimately, anything but work, work, work.
I’ve discovered that taking a true interest in someone else and building a strong relationship serves me well in EVERY facet of my life. Not just work.
Peace of Mind.
This was a great lesson that I picked up from Chris Tabone - Stage Company Productions, Denver, CO.
We’re not selling AV equipment and video wall. We’re selling “Peace of Mind”. The client has enough to worry about. Our job in events and production management is to handle ALL the little AV details without constantly asking them questions or bugging them for details. They hired those with expertise for a reason. It’s one thing to keep them in the loop…. it’s another thing altogether to create additional work for them.
Quick Turn-Around.
Response time is EVERYTHING. It’s what keeps your client from frantically calling all over town looking for multiple quotes.
This has been my “go to”. One of the most important and overriding things in my sales process. I believe in this with my whole heart and put it right at the top of this list (behind not building shallow relationships).
Packages.
The next couple lessons focused on structuring quotes. When I worked -in-house audio-visual for PSAV, I was privy to many outside company quotes. I was able to sit back in pre-con meetings while the meeting planner vented his or her frustrations about their AV “partner”.
Some of the insight that I gleamed: too many AV companies have been producing events utilizing generic software to create “lists of equipment”. However, we’re not selling equipment. Anyone can rent gear. Gear is interchangeable.
Listen to your client.
Ask them what their “hot buttons” are. Ask what it would take to make this event a success. Once you have the answers…… build your quote with packages and descriptions that your client can understand and relate to. Build those “answers” into your quote.
Most clients don’t care about the specific model of UHF wireless or exact brand of video walls. They might care more about everyone being able to hear the CEO at the back of the room.
Or perhaps the volume needs to be low enough to not make the donors up front uncomfortable. A distributed sound system that emphasizes these characteristics may be “exactly” what the client is looking for and what sets you apart from the competition.
Objections.
Another tip from my in-house AV days: in the process of production management, build your quote in such a way to overcome objections. Does the client always ask: “Why do we need this switcher/processor?” If that’s the case, create a note that explains “necessary to switch between power-point & video playback”.
It might take an extra five minutes to build your quote… but if you can overcome client objections along the way and create a document that stands alone without explanation, it’s well worth the time.
Deposits.
I learned this lesson the hard way. Several years back, we worked with a minor league baseball team to plan an outdoor concert festival. They paid a deposit and we booked the equipment and reserved the labor.
Suddenly, they cancelled the event less than week out during the busy month of August due to poor ticket sales.
Immediately, their attorney reached out and demanded the return of their deposit. Unfortunately, we had turned down other work and had sunken costs. It became somewhat ugly and litigation was involved.
Long story short… always make your deposits non-refundable and clearly outlined in your terms and conditions.
Ask for the Sale.
What’s that saying: “You miss 100% of the shots that you don’t take?” In my time with events, this has really proven true. Lead your client to the next step. Set time frames. Ask for their “go ahead” and approval to reserve the equipment and schedule the labor.
Set yourself apart from the Competition. And answer your phone. Don’t let it always go to voice-mail. Respond to that email. Even if it’s just telling your clients that you received the email, you’re on it. Communication and expectations in events and production management are paramount.
Pricing.
Baxter, co-owner of Promosa drills this into my head whenever we talk. If there is a little bit of kryptonite left in my system or a soft spot…. It’s pricing. I like to please people and I want to win every piece of business.
However, we’re not trying to be the least expensive or cheapest game in town. If we only differentiate on cost…. we won’t keep clients for long. Someone can always figure out how to provide an inferior service at a lower cost.
Emphasis the other value that you bring to the table. Experience. Customer Service. What other items set you apart? Build those items into the quote and your approach.
Don’t Increase Costs. This was some valuable insight that I gained from Mark Carlson at Carlson Audio, Seattle, WA. Always make sure that your final invoice matches the approved quote.
Clients hate to be “nickel and dimed” with additional costs. Think about it. If someone tells you it costs $5,000 and then you receive an invoice for $5,495 a week afterwards. How do you feel? What is your lasting impression?
They may have done an amazing job for you, but they left a bad taste in your mouth.
Don’t get me wrong. There is such a thing as scope creep. However, just start a separate invoice for those items. Talk to your client on-site and get their approval before you add any charges.
At the end of the event, submit two invoices: One that “matches” their quote – no adjustments. One for the additions/changes they approved on site.
Show Rack Rates.
Too many people start with a discounted figure on their paper-trail. Often, they don’t even show the discount or how they arrived at that number.
I watched one of my previous mentors learn this lesson the hard way with Samsung on the World Cyber Games. He started with slightly lower rates (that he thought the client would want to see). They thought those were his traditional rates and asked for deeper cuts above and beyond.
Give yourself credit. Take a moment to show the rack rate on your estimate. Show that you’re giving them a discount.
This information will allow you to negotiate from a position of strength. You want the client to know that you value them and what you’ve already done for them.
Your job isn’t finished.
Your job isn’t finished when the show starts. Remember, it’s the little details that separate you from the competition.
Submit the final billing within 24 hours of the conclusion of the event. Review the billing to make sure it’s accurate and your last impression is positive.
Take a moment and hand write a brief “thank you” card. Mention something special that made an impact on you. Thank them for trusting you with their show. Ask them when you can work together again.
Nobody writes Thank You cards anymore. It’s a big deal and will make an impression.
Thanks for taking a couple moments to read through my list. I’d love to hear some of the cool ideas that you learned and adopted throughout your life. That’s the brilliance of social media, perhaps we can come across a small tip or insight that will make a difference in your day to day. Please respond below in the comment section.