“Art is making something out of nothing and selling it.” – FRANK ZAPPA
Perhaps the most important paradigm shift most clubs can make is to change their corporate culture for service, quality, or hospitality to get everyone from the receptionist to the greenskeeper involved in sales. You have to market to generate leads, but then you also have to sell!
I was able to make millions in the martial arts business for one simple reason. I wasn’t in the business for the love of the art. Sure, I liked it well enough. The hours were good, I didn’t have to get my hands dirty, it kept me in good shape, and my customers bowed to me on the way in and out of the dojo!
But unlike 99% of the schools I competed with, who were in it because they loved martial arts, I was actually in it for the money!
The majority of golf course owners end up in business because of a passion, a family connection, or by complete accident. Hardly any of these people see themselves as sales-people and so their businesses quickly hit a wall. Businesses seldom go broke because of bad service. Just think of the last time you were on the phone with your cell phone company, bank, or had a computer software problem.
How good was that service? Yet they all make millions!
Businesses go broke, with few exceptions, for one reason— because they don’t make enough sales.
EVERY employee should think that they are in—or directly connected to—sales.
Sales is everyone’s job!
At a meeting of club employees at a resort I was helping, I let them know that they were now all officially in sales. The following week, the chef booked two meetings for his food suppliers, along with $30,000 in business! Front-line employees started recommending the resort to their friends for weddings. Sales soared.
If the conversation about sales happens only occasionally, very little will happen.
Sales training needs to be an ongoing effort. Training for employees in constant contact with customers, no matter what their position, should be a daily event. Fifteen minutes at the start of EVERY day listening to sales audios or watching a sales training DVD will pay lasting dividends.
Failing that, devote 30–45 minutes at the start of every Monday to a specific sales topic. Serve coffee and doughnuts; make it interesting; make it fun. Make it inter- active. Help employees connect the dots between sales success, job security, and the club’s ultimate success!
Develop a corporate library of books, audios, and DVDs on sales, motivation, leadership, and other key topics related to your company’s success. Reward all employees for watching or listening on their own time. Develop an attitude of kaizan (the Japanese term for continual improvement).
When we consult with clients, we meet with the client’s staff to get them to understand that without sales, they don’t have a job. Sit down with your staff and do the same.
By all means, preach customer service and product superiority, but don’t buy too much into your own hype. Only by developing a culture based on a solid sales system can you succeed and grow in the long term!
Every place where I have initiated this change in culture, two things have hap- pened: “Dead wood” leaves the club and sales go up (and usually quite dramatically). The dead wood is usually the people who see sales as somehow distasteful, so you are better off without them!
Develop your corporate culture early, and put a big emphasis on sales.
Getting every employee on your team involved in sales will pay huge dividends!
For more information on dramatically increasing your club’s sales, please visit
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Andrew Wood is CEO of Legendary Marketing, a Tampa/Orlando-based ad agency. He is the world’s leading expert on golf, resort, destination and real estate marketing although his successes go far beyond these core industries. Author of over 20 books including; The Golf Marketing Bible, Cunningly Clever Marketing, Cunningly Clever Entrepreneur and Making Your Business The One They Choose! Andrew has spoken to thousands of audiences worldwide and was the top ranked speaker at 97.7% of the events where he spoke on sales, marketing, entrepreneurship or leadership. A pioneer in Internet marketing his creative talent, out of the box ideas and copywriting skills are at the core of his expertise. Regarded as one of the top marketing minds in the world for his ability to craft a winning strategy, generate leads and increase income!
Contact: Andrew Wood, Direct @ 1 352-266 2099