We can’t control this but, as Norry Ashcroft taught us at the Pro Mobile Conference a couple of years ago, the only thing we can control is how we react to what's happening.
Norry explains this using a simple question: E+R=O. Event plus Response equals Outcome. We can’t control the event, but we can control our response to the event, and it’s that response that will determine the outcome in the long term.
We know that we are all in a difficult financial situation at the moment, with no income at all for some time. However, we still have a choice. We can either be negative about the current situation, or find ways to be positive. I prefer the second option.
“OK Mr Glass Is Half Full, what can we do to be positive and make good use of our time?” I hear you cry. “Plenty” is my answer.
Firstly, we all need to be kind and respectful to each other and work together as an industry. Can I suggest setting up networking groups (virtually, of course) with other DJs in your area to pass bookings onto each other, as when cancelled bookings reschedule you may not be available for the rearranged date. Having a close network of reliable DJ colleagues who you can pass those bookings on to will not only put your mind at rest, but that of your clients too. Trust me, if you pass work on, it will come back to you in the form of bookings that they can’t fulfil.
Secondly, if you haven’t done so already, call all of your clients to explain to them what you are doing to address the current situation and how you can work with them to reschedule their event should that be necessary. This is the perfect time to raise your customer service levels by offering reassurance and support. If you’ve already dealt with all of your booking that are coming up in the next few months, continue through your diary right to the end of the year and into next. Touching base and letting clients know you are still there, approachable and flexible will put their mind at ease and increase their opinion of you as a trusted professional.
Now is also a time to help each other. We all have different skills – some are better at DMX, others at organising music, others at marketing etc. – work out how you can help fellow DJs, this will be invaluable in the months to come.
After you have dealt with all of the above, make a list of all those jobs that you have been putting off for ever but really should do. This list might include practical stuff regarding things like equipment or business-related tasks such as new strategies you’ve been meaning to put in place. Here are a few ideas:
The pieces of equipment you use on gigs are the tools of your trade. Keeping them well-maintained will reduce the risk of them letting you down on the job, keeping them clean and well-presented will improve the image you present to your clients and their guests (who are also future potential clients!). Now is the perfect time to:
• Clean your equipment
• Do all those silly little repair jobs that have been mounting up
• Tidy up all your cables
• Put together a backup bag of cables to leave in your vehicle
• Refresh your DMX programming
• Work out what equipment is not really needed, because after this you might need to raise some cash!
Music is essential to what we do as DJs. In this digital age we all have tens of thousands of tracks at our disposal, but that is useless if we can’t locate just the right song for a particular moment when we are playing out. Now is a great opportunity to work on your music database:
• Delete all those duplicate tracks
Pro Mobile equipment reviews are sponsored by insure4music, insure your gear today and save 10% off your quote - from just £22.50 a year.
The full review can be found in Pro Mobile Issue 101, Pages 28-30.