The Critical Difference Between Getting Meetings and Getting Sales
Here's a truth that might sting a bit: getting meetings is relatively easy. Getting sales? That's where the real work begins. Let's break down this crucial distinction and explore what it really takes to convert opportunities into actual mix work.
Getting Meetings: It's About Removing Friction
Getting meetings is primarily about making it incredibly easy for the other person to say yes. This means:
Location Strategy: Always go to them. Find cool spots near their location. Remove any geographical friction from the equation.
Time Management: Keep your calendar at 25% capacity for meetings, knowing that actual fulfillment will only be about 40% of that time. This gives you the flexibility to accommodate their schedule.
Clear Structure: Have a loose but defined agenda. Something as simple as "talking about what we're up to" can work, as long as there's a framework.
Multiple Options: Offer various dates and times. Make the scheduling process painless.
Getting Sales: It's About Understanding and Demonstrating Value
This is where many mix engineers stumble. Getting sales isn't about asking for work – it's about demonstrating that you deeply understand and can meet someone's needs. Here's how to approach it:
Become a Strategic Researcher
Think of every interaction as research opportunity. You're not just having a conversation; you're gathering critical intelligence about:
Dreams and Goals: Where do they want to be? What's their next big move?
Frustrations: What problems are they facing with their current mix engineers?
Questions: What do they want to know about the industry?
Situations: What's their current context? Family life? Career stage?
Terms: How do they talk about mixing and production?
People: Who's in their network? Who do they admire?
The Sales Formula
Remember this equation:
Building Relationships + Demonstrating Capability + Actual Need = Potential Work
All three elements need to be present. You might have a great relationship and proven skills, but if they don't have work right now, a sale won't happen. Conversely, they might have work, but without a relationship or demonstrated capability, you're unlikely to get it.
Demonstrating Expertise Without Traditional Credits
Many mix engineers get stuck thinking they need massive credits to demonstrate expertise. While credits help, you can also showcase value through:
Label affiliations (even minor ones)
Industry nominations or awards
Current project names
Network connections
Reliable delivery and clear communication
Strong personality fit with artists
The Communication Balance
Finding the right communication balance is crucial. Complete silence is as problematic as over-communication. The key is to stay curious and focused on understanding their needs rather than selling yourself.
The Bottom Line
Getting meetings is about logistics and convenience. Getting sales is about research, understanding, and demonstrating value. Master both, but remember: a calendar full of meetings means nothing if you're not converting them into actual mixing work.
Focus on becoming an excellent researcher of people's needs, dreams, and frustrations. The better you understand these elements, the more effectively you can position yourself as the solution they're looking for.
