55%… Paint a picture
Communication is:
55% Body language, 38% Tone of voice, 7% Actual words spoken
This means that over 90% of what we say and communicate is not based on WHAT we say, but HOW we say it.
The feel good communication experience is:
55% Context THEY can understand, 38% your excitement, confidence and vibe, 7% Specific Details *
*The Feel Good Business Transposed Percentages
Almost every client is shopping around, engaging in discussions and quotes from multiple bands (along with many other suppliers for their event, ie. venue, flowers, etc.) And it’s often that the supplier who helps the client feel good about what they are going to get, through HOW they are spoken to and with, wins the booking.
If we put ourselves in our clients shoes, they are probably overloaded with info, and likely think that asking 101 questions / getting very specific about important and non-important details will result in them being able to make a safe and correct choice.
Most clients are ‘muggles’ (non-musicians). ‘Muggles’ are looking for answers and proof that they can understand. Proof and reassurance that we are the right band for them.
‘Body language and tone of voice’ is more than just our posture and how sincerely we speak. Think of body language as context, words and aspects of the booking that the client can understand (55%). Think of tone of voice as how you convey excitement and confidence, your overall fun and expert vibe (38%).
Here’s a simple example: What does the reception booking usually look like?
How a party and reception bookings usually plays out may seem OBVIOUS to Producers who have performed hundreds of gigs. However newly engaged clients often have NO IDEA how the party will unfold. Put social and financial pressures on top of this, and we have a scary and nerve-racking experience. If we were all robots, we could simply give a client an example schedule and that would tick the box. However, when making a high ticket ($$$) purchase, we want to FEEL good about what we are buying, not just educated.
It always begins with listening to a client. Hearing what THEY want, what they care about and are excited about. This could include songs, or specific instruments. Perhaps it’s an important dance like a parents dance, etc. Whatever the case, clients want to know that we are the right band for them, and that begins with actually hearing what they want in the first place. Without their input to help us "connect the dots," they may not recognize the value we bring, no matter how well we communicate.
Simple Steps:
Listen to what they care and are excited about (songs, instruments, etc.)
Paint a picture muggles can understand
Paint a picture / tell the story in an exciting and fun way, where clients feel excited because they caught it from you.
Include SOME details, but leave the client feeling excited more than educated.
Here’s a simple example of painting a picture : (best conveyed in person or over the phone)
OUTLINE:
We usually play 4 x 45mins sets in a 5hr booking
Kicking off with a fun background set to help break the ice and welcome everyone into the room
Band iPOD / Spotify for all breaks. Helps create a great vibe in the room, no awards silences, and also helps provide contrast throughout the night
We usually kick off with the party sets after mains and formalities have concluded, building the energy and vibe throughout the night so everyone has an awesome time.
Rough script if you need to talk more than the outline:
We usually include 4 x 45minutes sets during a 5hrs reception. Every event is different, however most receptions usually begin with the band playing a fun background set as guests walk into the reception. This helps break the ice, getting everyone in a fun mood right away. We play music that is interesting and fun to listen to, but not so much that they stop talking to each other. We also watch the volume, making sure everyone is simple having a good time as they walk in and sit down.
There’s usually a bit bigger of a break after this set. Guests are usually finishing Entree, listening to some speeches and then enjoying Mains. We play great background music via Spotify, etc. during our breaks. And this works really well, especially over Mains, as guests want to really chat over dinner, and the Spotify music helps provide a great contrast to the energy and intensity we’ll be playing in the party sets :)
After all the formalities are concluded, we usually kick off with the 2 to 3 party sets, increasing the energy and excitement to help get everyone on the dance floor. We put on Spotify music during our party set breaks to keep the vibe up, and we keep building the night to end on a big high for you and your guests.
When we get good at listening to what a client is interested in, what a client cares about, we find out what kind of story to tell, what kind of picture to paint.
Ie. if they mention they love saxophone, mentioning how “we played a gig at a similar venue on the weekend with sax, and it went off. Crowd loved all the horns lines and solos, was a real treat for the guests to have an instrument other than guitar!”
In summary:
Get great at listening to what the client cares and is excited about, then paint a picture of what they are interested in so they feel the fun and excitement, instead of pushing details in the hopes that will reassure them.