performers' library
Randy Charac
The Ultimate Prediction
Read the Minds of your Potential Clients

Randy Charach

Knowing precisely what to say to a potential client can be a valuable skill. It will certainly aid you in securing more bookings and obtaining higher fees. So, how do you know what to suggest, pitch, recommend, or propose to a specific person or committee? Well, there are a variety of ways. Let's examine a few.

First of all of course, you guessed it; ask questions. It is not that simple though. In order to even know what questions to ask you must let the person you are dealing with talk freely and comfortably. This is achieved by practicing polite and effective communication skills.

Arm yourself with Neuro Linguistic Programming (NLP) techniques and similar applied psychologies so you can gain a better understanding of the different communication preferences people are wired with. For example, some people relate predominately on a visual level, while others are preconditioned to respond more on an auditory level. Of course, there is much more to it than that. I recommend you study NLP, body language, and a variety of personality profiling systems.

Also, study sales and marketing information from leaders in these fields. For sales training, I personally have gained much insight from Brain Tracy and Tom Hopkins. Marketing lessons from Dan Kennedy and negotiation techniques Roger Dawson who provides a taped series have been useful. My favorite book on negotiating is inexpensive and readily available at most book stores. It is called "Getting to Yes."

There is a direct correlation between my personal success and the fact that over the course of twenty years, I have studied hundreds of books and courses on the subject of sales, negotiating, marketing, and psychology. Then of course applying this information and adapting and creating new methods specific to show business was and is the key to unlocking the power of all this information.

At the very least, be aware that not everybody thinks exactly the same way as you and do not make assumptions as to what their needs may be. Let me give you an example to illustrate my point.

Potential Client: "Do you do the thing with the books and where you read the minds of the people telling them what words they picked?"

Mentalist: "Oh yes, that's the feature presentation of my act. It is the longest and strongest part of my show."

Potential Client: "Great, thanks, we'll get back to you."

Well guess what? This client was just at an event where the Mentalist bore the audience for 20 minutes with a book test routine that was less than entertaining.

The potential client, in this example wasn't trying to trick you. She was honestly wondering if you are anything like the last Mentalist and this was her way to judge. Here is a new scenario for you to consider:

Potential Client: "Do you do the thing with the books and where you read the minds of the people telling them what words they picked?"

Mentalist: "I perform a large repertoire of presentations and tailor my performances specific to my clients needs and desires. Is that a routine that you would wish me to include in my performance at your event?"

Potential Client: "No, not really, I don't find it entertaining."

Mentalist: "Oh really, let's talk about that for a moment..."

Your job is similar to that of a detective as you ask questions and carefully listen (and when possible — watch) for clues as to what is really being conveyed. Then, you can provide a variety of proven solutions that are tailor made just for your specific client. The difference between this approach and simply gathering date and time information then rattling off a quote or sending generic promotional material will make a substantial difference in the fees that you can earn.

Simply stated, you can offer more services that your client actually wants and request and obtain higher fees. Simultaneously, you are building a strong foundation with your client based on a deeper understanding of their needs and the ability to provide solutions to their problems. Rather than just being another potential supplier to the bookers of entertainment, you are now a valuable member of their team. You will have succeeded in standing alone and in an entirely different league than what "was" your competition. You have succeeded in overcoming price structures that exist in our industry and have opened the doors to new opportunities beyond simply providing entertainment in exchange for a fee.

What does all this mean? It means you need to listen more and ask more questions. Doesn't it? Yeah, you bet. Also, devote at least 20 minutes per day to reading. Adopt a service attitude. Focus on what you have to offer and don't even think about your competition, as soon you will have none.

Randy Charach

Copyright © 2001 Randy Charach and Sharac Productions, Inc. Released to

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