How to Select a
"Professional" DJ - Part Two
Speaking
of price, how much is entertainment worth? After two decades
of wedding reception entertainment service, I'm still
amazed that so many engaged couples will automatically
latch-on to the lowest price. It would be less amazing
if prices typically spanned several thousand dollars.
But they don't. The difference between students/DJs who
hook-up their home stereo system for some quick pocket
money and accomplished professionals is dollars, not diamonds.
This
is not to imply that you get what you pay for. There are
fine-and-inexpensive DJs and mediocre-and-pricey DJs.
Again, the goal here is not to confuse the issue, but
to assert that quality-conscious customers seek more information
than price as they come to a decision.
Altogether
too often, brides-to-be call our office and begin the
conversation with the question, "What do you charge?"
At this point, we're not excited about having a potential
customer on the phone. We know that, regardless of our
commitment to performance quality and customer service,
our caller can be lured to a bottom-tier performer for
a few dollars.
Faced
with a choice, are you willing to pay a few dollars more
for the additional attention to detail? You are if you
recognize that entertainment will play a pivotal role
in the success of your event. Years from now, guests may
not remember whether you served chicken, duck, pheasant,
or grouse, but they'll certainly recall whether they danced,
laughed and enjoyed themselves at your reception. Although
it's among the lowest-cost budget items, entertainment
is one of the top-level success factors.
There
is, however, an important issue to be discussed when the
cost issues arise. Specifically, at "X" price,
what's included? There are companies that will quote a
generous price, but tack on more fees for lighting effects,
DJ formalwear, equipment options, and advance consultation
sessions. One company with whom we compete offers very
low rates for DJ services, then, a week before the event,
asks the customer if they'll need music or playback equipment.
Anything other than the human being is a costly option,
but this isn't made clear at the outset. At the delayed
point at which the "music-and-equipment" option
is first mentioned, it's way too late to schedule a more
reputable company.
Speaking
of scheduling, it only stands to reason that the best
DJs book quickly, and aren't willing to overextend themselves.
If you wait until a month before your reception to begin
calling entertainment companies, you'll assuredly get
what's left over. Ideally, call at least six months ahead;
a full year is even better. Even when the good companies
have leftover slots, prices increase considerably as dates
draw near.
Also
with regard to scheduling, expect to spend more for Saturdays
in Spring and Fall; less for Sundays in the off-season.
If you need to economize, selecting a slow date will buy
you much more than contracting with a second-tier professional.
Good
wedding reception entertainers are many things. They are
planners, music experts, interpersonal communicators,
customer service professionals, sound technicians, wedding
managers, and more. Their many responsibilities require
that they be fully competent and hold your complete trust.
Before
signing a contract, get to know the company you're dealing
with. Are the many roles adequately addressed? Do you
have a comfort level with the person on the other end
of the phone? Does the company have the ability to meet
your vision of your reception, or are you part of an assembly
line? If any of these answers fall short of a resounding
"yes," make more calls.
You're choosing
a partner as much as a service provider, and your confidence
is the cornerstone for building an excellent wedding reception
entertainment program.
