by Larry Williams

A look at why you should ONLY refer the most well-trained people!

If there is one thing the wedding industry suffers from, it’s the epidemic of practitioners who claim a title – call themselves a “professional”, “expert” or “specialist” and continue to rely solely upon their experience (ie; number of weddings they have practiced on) instead of any form of training, education or certification.  This begs the question . . . if formal training exists in your field of expertise – why haven’t you pursued it vigorously for the benefit of your customers, yourself and those who might refer you?

So nobody things I am picking on any particular part of the wedding industry – let’s lay out some facts about my own vocation . . . the DJ industry.  As I wrote about in my book “Mind Your Own Business”, DJs seem to follow the model of many other wedding businesses.  What usually starts out as a hobby is then progressed by practicing their craft at the expense of a few budget brides.  This is further fueled by compliments from guests.  Most DJs will then buy some equipment . . . wake up the next morning and say “I have a DJ business!”  Let’s be honest . . . the title of DJ is one that can be easily claimed!  The companies you should be referring are the ones who have “earned” the right to be called a true “professional”. 

Let’s see if any of these interesting facts mirror or parallel your vocation.

Disc Jockey – There are more than 100 DJs who work the Reno / Tahoe area.  Approximately 90 of them are on the e-mail list of the one-and-only DJ organization in our area.  Each month, they are invited to partake in meetings of the American Disc Jockey Association where FREE educational seminars and workshops are presented by fantastic out-of-town industry leaders.  Topics include;  Customer Service, Ethical Standards, Talent Based Education, Business Management and a variety of relevant subjects that are instrumental to our industry.   Unbelievably, the overwhelming majority of area DJs refuse to educate themselves and never come to these FREE meetings!

It’s true and quite sad . . . less than one dozen area DJs pursue any form of training with any level of consistency.  Wouldn’t you like to refer the companies who take their craft seriously?  You should!  Visit www.rltadja.com to review the current roster of companies associated with the Reno / Lake Tahoe Chapter of the American Disc Jockey Association.

News Flash:  In 2009, all ADJA monthly meetings will be open to everyone in our local wedding community.  So not only will you gain valuable training in areas universal to the wedding industry - you will be able to get to know the DJs who take this seriously, as well. 

Master of Ceremonies – Many onlookers of the DJ profession believe that this title goes hand-in-hand with hiring a disc jockey.  Nothing could be further from the truth.  There is a HUGE difference between a “Master of Ceremonies” and an “Announcer”.  The truth is . . . you could probably count the number of trained and skilled area “Master of Ceremonies” on one hand, yet the vast majority of DJs claim to be a “Master of Ceremonies”.  Again, the fundamental difference is the articulate manner of vocal training that can only be achieved by formal education and voice classes.  Ask the DJs on your referral list if they ever attended; The MarBecca Workshops, Toastmasters, or an equivalent level of vocal training. 

Now . . . how does this affect YOUR vocation?

Over the years, titles like “Disc Jockey”, “Master of Ceremonies” and “Professional” have been tossed around by nearly everyone.  We have become so accustomed to hearing them – we forget to really question their validity.  Now I ask you . . . does your vocation have the same problem?  I know that photographers suffer from the same sort of hobbyists that buy a camera and suddenly call themselves a “wedding photographer” – without any formal training or education.  The same can be said for any number of small businesses within the wedding industry. 

It probably won’t come as any surprise to many of you how many brides will say they have a Wedding Coordinator, only to find that they really have a friend who is going to assume this title.  Again, a title that is “easily claimed”.  This must drive the “real” wedding coordinators crazy!  So if you are a wedding coordinator, how best to separate yourself from these people.  Experience?  Yes, it will help.  But the best way is to engage in formal training and certification. 

I must honestly tell all of you, when brides can easily claim a title for their friend or a guest can bring an iPod to a wedding and call himself a DJ . . . we’ve got a serious problem.  We all need to take advanced level training far more seriously.  And this recognition should be rewarded by the manner in which we refer others.  Our experience should only be a contributing component to our overall business model.  This is a mindset or mentality that needs to change within the wedding industry.  Just take a look at our economy.  In many ways, it’s in the toilet!  Yet, the wedding industry is looking pretty good.  No government bailout needed here!  So isn’t this the perfect time to take your craft to the next level?  Isn’t this the perfect time to refer those who have earned the right to be called – THE BEST? 

Re-evaluate your referral lists and only refer people who have excelled to the top of their craft through advanced level training!

This entry was posted on Monday, January 5th, 2009 at 6:55 am and is filed under Commentary. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.