"I have found that CourseTrends is simply capturing another audience of golfers that we were missing before and the financial rewards have been simply remarkable." - Rick Reid, Blackthorn Golf Club |
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3 Tips To Drive New Sales
CULTIVATING A SALES CULTURE
If you’re like a lot of golf operators, you’re investing in marketing to draw more players to your course and grow your top line. If your repeat business is lower than you’d like, examine your customer experience. It might reveal that your employees could use a little “marketing tune-up.”
To make sure your employees are maximizing their sales effectiveness, try these four helpful tips:
TRAIN ON CUSTOMER SERVICE. Every single employee, from the cart mechanic to the back office staff, needs to understand the nonnegotiable elements of your customer service philosophy. Whether that includes greeting customers with a smile and a handshake, answering the phone by the third ring or walking customers to their destination instead of just pointing, they need to know the impact they have. Teach them the rules, quiz them on a regular basis and reward them when they’re caught doing it right.
CULTIVATE A PRIDE OF PLACE. Customers are not impressed by little things like candy wrappers on the floor or maintenance tools left out in plain sight. Encourage your employees to take personal responsibility for messes, not because they caused them, but because they saw them first. Remind them regularly that customers aren’t a headache, but the source of their income. Golfers will often visit a course for an incentive, but will keep coming back to a place that is clean, cheerful and welcoming.
DEPUTIZE YOUR EMPLOYEES. Each and every one of your employees has a role to play in your sales and marketing efforts. Whether they encounter customers on the phone or the tee box on #7, they should be aware of current promotions so they can readily answer questions. Let your employees know that customer and visitor email addresses are a hot commodity that help increase traffic, tee times and tips, and engage them in your goal to gather 10 email addresses per day. Remind them to never apologize for your prices, but to say “it’s pretty amazing the value you get for your money here.”
REWARD SALES ENGAGEMENT. If you want someone to repeat a behavior, single them out for praise in front of their peers, offer them an extra discount in the pro shop, or give an iPod to the top email address collector in a given month. When employees understand that top customer service, a spotless facility and increased traffic set your organization above the crowd, it’ll not only benefit their wallet, but also boost their personal pride and performance.
If you would like help integrating sales into your online presence, visit www.CourseTrends.com or email us at request@coursetrends.com to arrange for a free consultation. |
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