"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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Are Your Customers Receiving the VIP Treatment?In today’s golf economy, it has become critical to offer nothing short of VIP treatment to all your customers. We all spend a decent part of our lives dealing with stressful situations at work and it can be easy to forget what made us successful in the first place. Is the customer-first mentality still a priority for your facility? Perpetuating that winning attitude takes ongoing leadership on your part, and will have a huge impact on repeat and referral business. Always: Remember your passion. As you assess your attitude, remember five key words: golf is a great game. No matter what role you’re playing, you get to be part of a game that sparked your interest long ago, provided you endless hours of enjoyment, and taught life lessons like patience, forethought and persistence. (Don’t forget you love the game.) Respect the golfer. Regardless of if a customer shows up in a Bentley or a beater, remember that customer is the reason you are there. Make sure your team uses old-fashioned words like “sir,” “ma’am” and “mister” in conversation with your customers. Also, empower your team to stop whatever they’re doing (other than dealing with another customer or a safety issue) to assist a customer before they get back to their task. (Put the customer first and you’ll be their first choice next time.) Realize your value. Whether you’re on the phone with a prospect or signing in a regular customer, never apologize for your prices. You know how much work it takes to run the shop, what it costs to cover overhead and what a great experience you provide, so don’t be embarrassed or apologetic for what you charge. If you don’t see the value, neither will your customers. (Your self-confidence will be contagious.) Recalibrate your standards. A winning attitude won’t tolerate sloppy work. Establish simple checklists on laminated cards so your team knows what to do, whether that’s ensuring shirts in the pro shop are regularly refolded or golf cars are routinely wiped down. Establish appearance standards so your employees are always neatly groomed and proudly displaying your logo. (Looking good builds self-confidence.) Reward the positive. Customers don’t want to hear griping about employee woes, they want to focus on their game. Focus your energy on reinforcing positive behaviors. Buy a handful of gift cards to a nearby restaurant or retailer and give them out as a reward to employees who provide exceptional customer service. ($20 buys a lot of coffee and a surprising amount of goodwill.) With all the hassles your customers encounter in life, from work pressure to family problems, getting four hours of VIP treatment at your course is the kind of experience that will keep them coming back. For more leadership insights like this or a discussion of online tools that can help drive your marketing, visit www.coursetrends.com or email us at requests@coursetrends.com. |
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