Why Do You Need a Golf Membership Marketing System Not Just Another Membership Drive
That’s a good question and I have an excellent answer. The only possible way to generate consistently predictable membership golf marketing results is to create a system. To find the very best way to generate membership leads present your club and follow up. Without a complete step-by-step system that has a clear path of actions for generating and following up on leads, a single simple slip can blow a perfect membership prospect right out the door!
That’s frustrating for you and it’s expensive for the club, but it happens more times than you can possibly know! Our studies of numerous clubs show that far less than 20% of prospects are followed up in a systematical way to their logical conclusion.
For example, imagine a prospect shows up at the pro shop for an appointment and the pro is busy on the phone or checking people in, and for whatever reason, does not know that this person is expected for a membership conference. What the Pro does next can make or break the sale and you have not even greeted the prospect yet!
That’s true not just at the pro shop but at the bag drop, in the clubhouse, on the 1st tee and guard gate and on the course itself. The only way to ensure that your prospect’s experience is perfect is to script it and orchestrate it like a great show, like Disney or any other high-end franchise.
The systemize approach says that there is only one perfect way to do anything. There is only one perfect way answer any question or do any task. This may sound very rigid, but if you really think about it, it’s true at least 95 % of the time. Sure, intuition and experience can come into play 5% of the time, but 95% of the time a well-orchestrated approach will produce better results.
Let me give you another example.
Suppose the prospect asks; “How long does it typically take to play a round?” Now, let’s look at how three different people could choose to answer that simple but deadly question.
That question could be answered in numerous ways:
A) It takes about 4 hours 45 minutes.
B) It depends on what day you play; sometimes it’s fast sometimes it’s slow.
C) We are committed to a pace of play policy that ensures maximum enjoyment for all of our members.
Now, all of these are possible answers to the question, but only one is actually the very best answer; I am sure you know which it is and that’s the point! The perfect answer will produce better results for you than an off the cuff answer every time and it’s not just you; it’s everyone on the property.
Increased Efficiency and Effectiveness Drives Your Membership Sales Up
Superior results will quickly come from better follow up and the only way to ensure that follow-up is done in a consistent and professional manner is to systemize it. If we make sure that every person is contacted in the same way, the same number of times and sent the same follow-up materials, nothing will slip through the cracks. Our membership sales will increase, so will your income.
Following a system in the short term takes more work. There are more steps to follow and more reporting than you are used to doing now. Ultimately systems create less work as you become more efficient and make more money. In fact, you’ll soon wonder how you ever got by without them!
“It’s what you learn after you know it all that counts.” John Wooden
All The Best,