Page 32 - GBC winter 2016 Eng

The more you know about your customer, the better you can assist them. We know what Tournament Planners are looking for in a golf course and an event. They want to feel special. They want a unique event and they want value for their investment in your facility. They want you to want their business.
What they need is a simple process, help with their event, direction and accountability.
SELL YOUR CUSTOMER
The word selling has a bad reputation! We envision used cars and high pressure. That is not real selling. Selling is getting someone as excited as we are about what we offer.
Selling does not happen by accident, it is a step by step process. Follow these key steps to maximize sales:
Be Prepared
Study your market and know what your competition offers. Know everything about your property, and how to produce a unique golf event.
Break the Ice
Help the Tournament Planners feel comfortable. Build a relationship and get to know them before you start selling.
Qualify them
Ask the right questions. For example: Do they have a tournament committee? Do they have a database of potential golfers? Get to know their needs. Understand the full picture.
Make a Presentation
Give them a reason to buy (connecting their needs that you discovered during the qualifying process, to your offer). Show them the value of your course and tournament experience and why they will miss out if they go elsewhere.
Overcome Objections
Be prepared. You have heard all the objections before, so you have the responses. Write them down and review before each meeting and share this document with anyone selling your tournaments.
Become the solution to any of their issues, show them that you are on their side. You are here to help. Make sure they have all the necessary information to make a good decision.
Ask for the Order
Become an expert at reading the ‘buying’ signals and make sure to ask them to move forward. Secure a date. Sign an agreement and get a deposit.
“You will want to show Tournament Planners the basics, such as Closest to the Pin and Long Drive, but there are many other games that will help them raise more money.“
Add on Selling
Become a one-stop shop for your tournament clients. Increase your sale by offering more. Suggest great merchandise and needed services so that they save time.
Follow up
Stay in touch on a monthly basis. Show them that you care and that you appreciate their business. You want them back next year.
HELP YOUR CUSTOMER
Helping your customers will increase your business. If you help your customers they will bring more golfers, buy more food and beverage and merchandise, and come back year after year.
Imagine this scenario. The event has 72 players at $75 ($5400), with food at $25 ($1800). The event grosses $7200. If we were to assist that tournament to fill their field with 144 golfers ($10,800), with food at $25 ($3600), sell additional services and merchandise at $25 per player ($3600) and then sign a 3-year agreement, that $7200 event just turned into $54,000 in future tournament revenue. That is why we help our customers.
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Golf Business Canada