How to Select a
"Professional" DJ
Almost
every established entertainment company is willing to
offer the benefit of their insight. Invariably, large
companies tout the benefits of hitching-up with a capable,
resource-rich agency, while individual operators talk-up
their personal attention to each event.
In
truth, there are fine DJs and excellent customer service
practices in place at both large and small companies.
And, of course, there are less desirable elements across
the spectrum.
Even
if you've seen a company's DJs in action, the decision
isn't easy. I've seen excellent performers placed in untenable
circumstances and mediocre DJs blessed with an "anything
goes" crowd. The end results weren't commensurate
with the talent and effort invested in the job.
Of
course, you can contact references. But really, who lists
their flops on a reference list? And who doesn't list
their brother-in-law and golf partner? After coming to
accept the minimal value of references and the potential
for disrupting the privacy of our valued customers, our
company actually stopped publishing reference lists. They
simply didn't seem useful to savvy consumers.
Some
DJ companies use videotapes to demonstrate their finesse.
Here again, the problem is that selective editing can
project Forrest Gump as an articulate announcer and Tommy
Turtle as a skilled music mixer. To keep up with the trend,
our company is developing a videotape for customer review,
but only those willing to accept Memorex as reality will
be swayed by its contents.
Fine,
you say, this article has succeeded in eliminating all
possible avenues of evaluation. We're back to (horrors!)
luck-of-the-draw.
Or
maybe not.
There
is an excellent method for evaluating a potential DJ.
And it doesn't involve a great deal of research. The method
involves calling and talking to the person. Really! ...just
talking!
If
you can invest just twenty minutes in a phone call, you
can learn a lot about the way a company does business,
the way a DJ conducts him/herself, and whether their style
is a good match for your reception atmosphere.
Ask
questions, and listen carefully to both the words and
the way in which you get answers. You'll hear a lot about
attitude, personality and professionalism, if you pay
close attention. Even the world's slickest salesperson
is forced to drop their mask when your inquiries fall
outside the standard response list.
In
fact, there are some questions that I seldom hear that
might make for some fascinating conversation:
