No two people are the same. To a music enthusiast, that truism means paying close attention to what motivates people to buy your music. Your audience will approach buying with their own agenda. For example, they could be shopping for specific tracks, hoping to build a long-term relationship with the artist, or finding relative music. Either way, the more they are sold on your music, the more they are sold on the artist. So to a music enthusiast, the first and most important thing is to “Sell Yourself First, Not Your Product.”
That means your management should tailor your sales technique based on the primary reason your audience wants to buy. We have our preferred selling style and it’s one we have built up with layers in a period of time from experimenting. I don’t always see entrepreneurs or management trying to understand the need from the buyer’s perspective. And the main reason that I see is, they focus solely on their own artist instead of their artist’s audience.
I’ve put together (4) different ways to increase your sales by focusing on what motivates your potential audience to buy.
1. If your audience is detail-oriented, then showcase the hit singles. Sometimes your audience just wants the highlights and might be turned off if “filler tracks” are shown. Remember, your audience will be well-informed if they have somewhat interest in your music and they will research your music as well as your competitors. So pay attention to cues from them.
2. If your audience doesn’t know what they need, then be an advisor first. Some people don’t know exactly what they’re looking for and they just need direction. Some potential buyers of your music require more guidance, particularly with simple instructions on what to do and how to do it. Now, instead of focusing on your particular product, develop service platforms for them to make it easy for them to buy. Keep in mind, conveniency will increase your sales.
3. If your audience is fixated on the relationship, then make a personal connection early. Some customers care more about you as a person not as an artist – or – would like to get to know you rather than your music. What matters most is the long-term connection you establish with your audience and how you do it. At this point, separate personal from business because in the beginning; they’ll be looking for ways on “how” you’re showing that you care about them too. One of the things that I used to teach my sales guys is “People don’t care how much you know, they want to know how much you care.” So what I’m saying is, get to know them and don’t focus on just you. What are their interests? What’s their work-life balance like? Be curious and attentive. Remember, “Sell YOU.” Business will come later.
4. If your audience looks for prestige, then show your A-list of others you’ve worked with. Your reputation with other fans or well-known artist’s can make or break your sales. The more an artist displays a professional portfolio, the more value the artist has. A reputable portfolio showing professional organizations or a high-level fan base will increase revenue and that’s with any business. Remember, not everyone will know you or they might not have heard of you so they will want to know who you have worked with. If an artist has only worked with small, no-name artist then their credibility would be greatly diminished and their music will be depreciated in value.
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Hopefully this article enhances YOUR BUSINESS!