Creating an Endless Stream of Bookings
FOCUS - International Musician, February 2002
by Bob Popyk
I had lunch with a friend of mine the other day who plays trumpet. He told me that bookings were starting to get a little soft. I asked him why. He said he figured it had to do with a lot of things.
- There's no work in this town anymore.
- The economy is in the dumpster.
- Things haven't recovered from September 11.
- People are up to their ears in debt and don't want to go out.
- The stock market has to shake out before things get any better.
- The corporate gigs don't exist anymore.
- We're in a recession.
- Mobile DJ's are getting all the work.
- He only wants to play Dixie or Cool Jazz and nobody wants that type of band around here.
- The only thing that sells is rock.
Wow. If "excuses" was an Olympic event, this guy could be a gold-medal contender. I asked him exactly what was he doing to try to turn things around. He said he was out of ideas. The phone doesn't ring anymore like it used to. The clubs that booked his band aren't using groups like his right now. So then I asked him if he thought about asking for, or following up on past referrals. He said he didn't like to ask for referrals. Doesn't want to impose on people. And therein lies the problem. He "doesn't want to." Asking for and following up referrals won't work if you don't want it to work.
Referrals are a great source of more gigs. But the problem is we don't think about it when playing a club date, wedding, or corporate gig. The first thing we usually think about when getting a union contract signed is how much we're getting paid. And then we worry about if the check is going to clear. We don't say, "By the way, we get a lot of new bookings from people like yourself who like our group. Who do you know that also might really like to use a group like ours?" Asking for a referral is step one. You have to ask, and you have to use a little personality at the same time. Believe it or not, most of the time you will get a name. Sometimes two. Then just let it go. Sometimes people will give you a name either to help you out, or to get out of the conversation. Don't start with, "I'll give you a cut if they book us." That puts them in an awkward position. Friends help out their friends. If you have made them a friend, it's easy to ask for the name of a referral.
Step two is a little different. You have to follow up the referral. That's tougher. It's almost like a cold call. But if you really want more gigs, you simply have to do it. Just pick up the phone and call. If you get an answering machine, just leave your name, phone number and a message that you've got "good news" for them. Nothing more. People love good news. They will probably return your call. When you finally get a chance to speak to them, mention the person who referred you. Explain you are just doing your job. It's how you earn your living. Be nice. Joke with them. Get them to be your friend on the phone. Try to get some positive acceptance or just try to get them to hear your band or meet you personally.
There's a very good chance that if they have even the remotest amount of interest they'll come in to hear you or would be willing to meet with you. If they don't, and you have established some rapport with them over the phone, ask them if they know somebody who would be interested in using your group. Tell them again, that you're just doing your job. It's how you make a living, and you appreciate anything they can do to help. Again, niceness pays off.
Asking for referrals is a little bit of a skill. You have to ask at the right time. Ask when they are the most excited, either after they sign the contract, or after you play the gig and everybody is happy. Also, don't forget about networking with your union buddies. Let them know you're looking for gigs. Maybe they can use you on an upcoming gig. Maybe they know of someone who is looking for a group on a date they can't fill. Brainstorm on getting work, and remember there is strength in numbers. James C. Petrillo said "you can't go it alone." Don't be afraid to ask where you might be able to find the next gig, or who could refer you. Referrals are the major source of new leads.
If they say that they don't know anybody, don't belabor it. You tried. Let them think about it. They might even call you back in a day or two with a name. Or a month later they may mention your name in a conversation because you played a great gig and suggest someone call you. It just takes that first step of letting them know that referrals are an important part of your getting more gigs. They could provide you with an endless stream of contacts to get you over the slow periods.
Bob Popyk is a member of Local 78 (Syracuse, NY) and Local 47 (Los Angeles). He is also a nationally known columnist and speaker on sales and marketing strategies.
