The one skill musicians lack that is mandatory above all others is a good knowledge of the sales process. Some learn parts of it over time and have more success, but you really should dig into how things need to be done.
When was the last time you approached how you looked at your band from a bar owner perspective? What goods/services/benefits do you provide? Can you increase an aspect of their business? If you have a loyal crowd, will they enjoy that bar and become patrons of it when you're not there? How are you different, other than music/show, than every other joe guitar player that walks in and says "uh, I have a band, we need gig"?
If you're just starting with a band, start making connections. Get to know who the people are at venues you want to play. Find the bands they like, and meet those folks. You know the routine. But what about when you have a couple of shows under your belt, how do you want to present yourself?
When you walk in and think that all 100 people who are your FB fans are going to show up because you announce the hell out of it...you're wrong. 10 of them might.
Know this stuff. Don't over-hype, you might get the gig but you'll fall short afterwards.
So learn how to SELL. It's an important, customer needs, oriented way of looking at your business. It also teaches you how to talk to people in a vocabulary that says you have your act together. Learn the lingo of the bar world, the business side of it.
But read the book. Actually, no matter what business you're in, at some point you're selling something...be it a product or yourself or an idea. This is a great resource and once you know how to sell, you'll never be out of a job.
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