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All our staff have become salespeople to a certain point as we compete against other sports, the theatre, cottage time and the Toronto Blue Jays. It seems that more golf facilities have hired a dedicated salesperson or are strongly considering such a role as the general manager or golf professional can’t afford the time that such a role commands.
It is not only the large private or public golf facilities that should be considering a full or part-time sales professional, as smaller operations would also be well served with a person who is thinking, living, and breathing sales 24 hours a day.
If your operation cannot afford a full-time salesperson, you could consider hiring one on a part-time basis based solely on commission. Your operation may find a person who has a passion for golf, can commit some part-time hours and is looking to find employment in the golf business. This could be a wonderful starting point that may lead to a full-time position.
Compensation for your dedicated salesperson should have a large percentage of overall earnings based on a commission structure. The base salary, possibly half of overall earnings, coupled with a commission fee on membership sales, corporate sales, tournaments, weddings and any other revenue stream might be an option. There are some other points for your consideration contained in the sidebar “Tips: How Much Should you Pay your Salesperson?”
KEY CHARACTERISTICS
A salesperson is also a great ambassador for the club. Whether it be through networking or representing the club at offsite functions, that person should know everythingthattheclubhastooffer. Salespeople sell multiple products... as you go down the proverbial sales
rabbit hole, whether it be golf, banquets or entertainment, each golf facility has many chances for revenue. But what does this sales- person look like?
This person needs to be a self- starter, with some freedom to take meetings off property, on the course orsocialevents.Thispositionisin many ways a lone wolf position. Saying that, the best salespeople are also surrounded by a great team be it the assistant golf professional, general manager, chef, etc.
Some organizations look for specificskillsetswhenhiringafull- time salesperson. They will look for experience in tournament or wedding sales, a catering back- ground and golf industry experience. I say, who cares! Give me the most energetic and positive self-starter with a great attitude and we can teach the rest.
Throughout my entire career, I have always tried to hire the best people possible and figure out where they should sit on the bus. Some of my best people didn’t belong on the bus so they were allowed to ride the Harley or run.
We are always selling and alwayslookingforopportunitiesto show off the unique features of our facility! A couple examples of teams that exceeded excellence have been Coppinwood Golf Club (between Stouffville and Uxbridge, ON) whereby there were approximately 108 members in 2009 and we grew the membership to an outstanding 392 by 2011.
Not to be outdone, in March of 2015 the Hamptons Golf Club, in Calgary AB, had approximately 120 members and the team quickly grew the membership to a sell out pos- ition of 395 members within 90 days.
I have been absolutely blessed to work with or be mentored by some of the best talent to ever work in the Canadian golf scene. My hypothesis is that the best people become the best salespeople. For a
Tips: How
Much Should
you Pay your
Salesperson?
• Commission plans should drive the behaviour your company is looking for. For example, if you want more new business, the commission plan should be weighted toward hunting achievements.
• Avoid limiting the commissions
a salesperson can make: a great business developer will want to know that their income is as high as the effort they put in.
• Remember that no matter what the salary, there should always be a clear, attainable sales target— attainable through reasonable, not superhuman, effort.
Source: “How Much Should You Pay Your Sales Reps?”, Profitguide.com, July 17, 2013
http://www.profitguide.com/manage- grow/sales-marketing/how-much- should-you-pay-your-salespeople-52411
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