"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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IS YOUR WEBSITE A SHOWHORSE OR A WORKHORSE?Your website may be pretty, with images of your showcase green or water feature at sunset, but is it really working for you? To get the most out of your site, you need to leverage technology in a way that extends your “high touch” culture from your clubhouse into people’s homes, offices and wherever else they get online. If your site isn’t equipped to engage prospects, customers and/or members in conversations that lead to new business, it’s not earning its keep. If you are relying on the course phone number on your site to increase your chances of contact, you are letting potential business walk out the door. Enabling site visitors to contact you through simple request forms will grow your inbound sales leads the right way. These forms should be used to capture prospect information for all revenue areas of your site (Memberships, Tournaments, Banquets, Lessons, etc.). A simple contact form that doesn’t ask for too much information is the best starting point. Set out to capture name, email, phone number and a few simple details (basic tournament details, type of membership, etc.). Make the process easy for your potential new customer and watch your prospect list grow. For your website to be a workhorse, two things need to happen when a prospect hits send on the request form. First, their information should go directly into your database. Any manual method (having to copy and paste it into your database, etc.) increases your chances of data corruption. Your database fields should automatically be populated with the information collected. The best automated request forms will even segment out the lead by category. This feature is very important to running targeted campaigns later in the season. Secondly, that contact form should spur an auto-response that instantly hits their inbox with a targeted message based on the type of request (“Thank you for your interest in our membership programs…”), the name of your employee who will be contacting them and even attached materials such as membership applications or banquet menus. Even if they fill out a contact form at 1am, this kind of speedy response lets them know you care about their business. The next step is to be sure that you or your designated employee contacts them within 24-48 hours while their interest is strong. If you can sustain the momentum set by the auto-responder, you can drive the conversation toward a decision and closed sale in shorter-than-average time. (You would be amazed how many of your competitors can’t or won’t pursue that standard of service.) If you’re already delivering that kind of best-in-class service, keep it up. However, if your site is doing little more than looking pretty, CourseTrends can help you reach the top of the golf heap in your market. |
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