Why Response Time Matters In The World Of Live Production
My name is Stephen Dilts. I have been blessed to work in the concert and events industry for the past 24 years. I am currently serving as the General Manager of Promosa USA Inc.
Over the years, I’ve worn a lot of different hats. Everything from entrepreneur/owner to pushing boxes as a stagehand. However, my true passion and skill has always been sales. (I know. How rare is that? Someone who likes sales. I’m a unicorn).
All of that being said, I’ve met some amazing people in the live concert industry along the way. I’ve tried to pay attention and learn from them at every turn. I’ve decided to truly drill down and focus on why response time matters when it comes to concert production services.
Separate yourself from other live event companies.
I wish this wasn’t true, but I can say with confidence … the audio-visual industry is populated with two types of companies:Small privately held companies.
Large corporate entities.
The typical “mom & pop” live event company is comprised of one or two owners. Often times, they stumbled into the industry in the late 70’s when equipment and production were first starting to come to prominence. They have survived an ever-changing landscape and onslaught of new technology, including the introduction of LED wall and live streams. They are now in their late 60’s and looking to harvest their company.
Unfortunately, their strong suite is NOT returning emails and answering phone calls. Requests for quotes pile up for days at a time. Their voice mail fills up during the busy season. Clients become frustrated. They would like ANY other company... but it’s a small niche market. Their choices are very limited.
The opposite end of the spectrum features the large corporate entity. They are publicly held. They burn through account reps on a yearly basis. Often, they have multiple “gate keepers”. These individuals may answer the phone or return emails…. but they make almost minimum wage and don’t have enough knowledge to answer your questions about production design and event management.
Here is where you stand out from the pack. If you make a habit of always answering your phone and returning email messages within 24 hours, you are light years ahead of the competition. Clients will grow to appreciate you and count on your help. They will stop calling other production services. They have no reason to leave a voicemail that goes unanswered.
Eliminate the bidding process.
What do you think happens when you don’t pick up the phone? Answer: the client calls your competitor.
This a big deal. You’re not trying to be the lowest bidder. You’re trying to provide value and quality at a reasonable price and profit margin. When you can’t respond in a timely manner, the client grows impatient. They may not know the difference between apples and oranges. They may get a lowball price for equipment and service. All this does is muddy the water.
This is extra important for new business in your pipeline. This is your opportunity to “wow” them with response time, customer service and expertise. Stand out from the crowd. Don’t give them a reason to keep running down their list looking to save money.
Balance/Lifestyle.
Response time is EVERYTHING. It’s what keeps your client from frantically calling all over town looking for multiple quotes from multiple production companies.
However, I’m not advocating that you are a slave to your phone checking messages and email at all hours of the night. Having a work/life balance is crucial. Often, it’s enough to simply let the client know that you “received” the message and you’ll have a quote or response to them the next day. They just want to know that you have their information and they’re a priority.
Technology has changed our world. You can now be white water rafting during the middle of a business day. All you have to do, is check your messages and issues quick responses. Welp, you have to do more than that… you have to turnaround professional quotes and accurate information the next day. Technology is your friend and has allowed you to better balance work and play.
Genuine Relationships.
Have you ever noticed how easy it is to ask the client questions or discus little details when they are not already frustrated from waiting for a quote?
Make a good first impression. This will allow you to learn more about the client and the job. You can learn their “hot buttons” and what it takes for the show to be a success. You can learn more about them, their background, what they like outside of work. All of these items help you build genuine relationships that aren’t “shallow” or just focused on money.
Relationship sales is important in life. When your client gets a big promotion or leaves company A for company B, it’s your friendship that shared experiences that will make them want you along for the ride.
This all starts with response time. It’s a trickle-down effect.
Thanks for taking a couple moments to read through my list. I honestly believe rapid response time has been crucial to my success in the production design and production industry. It’s helped shape my approach to problems and my style of sales.