While working with gear, hanging out with artists, and getting paid to mix music seems like an easy gig, I’ve noticed the tendency of some audio folks to forget that this is indeed a business. There’s a reason it’s called show business, not show play.
Recently I was reminded of this fact when speaking with a new client. It seems that her long-time audio supplier didn’t return her calls or emails, and so she went shopping for a new vendor. Basically, she was happy with the audio part of the transaction, but not so much with the level of service, particularly as a long-time customer.
We set up a meeting to do a walk-though of the venue as well as to discuss the specifics of her event. When we met, she told me that her former supplier had finally called her back, and she informed them she had a replacement. “We do your event every year, so what’s the problem?” was the gist of their excuse for ignoring her.
Unfortunately, the people running that company forgot rule number one when it comes to business. Simply, be professional. Customers expect a level of professionalism from every business, including ours. The basic components include:
Basic service and relations. Sweat the “small” stuff, or in other words, return calls and emails in a timely manner. (This is also called common courtesy.) The actual, real bottom line is that without customers, we have no business. Keeping them happy every step of the process is key. While the old saying “the customer is always right” may not always be exactly true, consider it to be so with only this caveat: “the customer is always right unless it compromises safety.”
Appearances matter. Anything related to our businesses should always be presented appropriately. And first impressions are indeed very important. Customers make judgments based on appearance—facilities, equipment, vehicles, tools, employee attire, etc.
Years ago I was doing backline for a 50s vocal band at a country club. My truck was clean and in good repair, my crew was dressed in company shirts and black pants, and my gear looked good and performed as it should. Meanwhile, the main audio provider showed up in a dilapidated truck, his crew was wearing dirty jeans and rock band T-shirts, and his gear appeared that it was on its last legs.
Guess who the promoter hired to provide all of the audio services at his next show? (Hint: it wasn’t the other guy.)
Writing and communication. When I visit a company website or read its literature and other communications, I (and most folks) can forgive spelling or grammatical mistakes here and there.
These types of mistakes are going to happen, and we’ve all our share. But it should not be due to lack of trying to get it right. When a website or email is filled with multiple errors, the company is announcing to the world that details just don’t matter. And with so many customers, details are everything.
Integrity. Customers want to do business with companies that they can trust. Therefore it’s imperative to do exactly what we promise, and then to do a little more for good measure.
If a problem arises, we must take ownership, admit our mistake, and correct the situation without blaming others. Everyone understands that things happen, but resolving problems in an honest and straightforward manner is the perfect way to demonstrate professionalism (and to keep the customer).
The bottom line is that many of us train very hard to get a handle on the audio portion of our jobs, but sometimes we don’t really focus on the conduct of the business side of show. And sometimes, that’s just not enough.
Craig Leerman is senior contributing editor for ProSoundWeb and Live Sound International, and is the owner of Tech Works, a production company based in Las Vegas.
