Page 41 - GBC Fall Eng 2016

handling oBjections
Be prepared to handle any objections your prospect might have. These will usually be voiced as concerns or even outright objections. This is where careful scripting is of most value. Consider the following example:
“Mr. Wood, based on what you have seen, can you picture yourself enjoying all the facilities we offer?”
“Yes, but I have a few questions. For instance, how long does it typically take to play a round?”
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 and sometimes it’s slow.”
C) “We are committed to a pace of play policy that ensures maximum enjoyment for all of our members.”
Allofthesearepossibleanswers to the question, but as I’m sure you have determined, option “C” is the ideal response. The best answer will produce better results for you than an off-the-cuff answer every time. And, it’s not just you; all staff need to be on the same page. Consider another example:
Prospect: “I hear all your members are not happy?”
Response: “I am astonished to hear you say that! Every time I hear stuff like this floating around, I remember the words of Abraham Lincoln who said: ‘Most people are about as happy as they made up their mind to be.’ Wouldn’t you agree?”
From my experience in seminars, what most membership directors do in this case is the exact opposite, and literally start a confrontation by asking, “Who did you hear that from?” as if the prospect is going to
“What are some
of your favourite courses? What’s your best score? What type of golf do you like to play? If you were to become a member, how do you see yourself using the facilities?“
provide the name of the member in question. That’s why scripting is so valuable. It keeps everyone focused on the real goal, a membership sale. Here is another example:
Prospect: “I am not sure I will play enough rounds to justify membership.”
Response: “The value of joining a private club is far more than simply multiplying your rounds by a green fee! There are great networking opportunities for businesspeople like yourself that some members would consider priceless. And of course, priceless is exactly the value of the many new friends you will meet at the club as you socialize with other members and their families.”
Once all of the objections have been scripted out (I have identified 65 common objections) the next part of the process is to ask for the sale. Astonishingly, over 90% of all sales presentations never actually ask for the order. Here is a simple way to do it.
the close and the RefeRRal
Closing is key. Consider scripting the end of your membership tour along the following lines:
“Well Mr. Wood, it seems like we ticked most of your boxes. I think the only thing left to do is go back down to the pro shop and pick out your complementary logo shirt to welcome you as a new member?”
If he says “yes” then you just made a sale. If not, then you need to circle back and determine what the concern is that is preventing the sale. A good way to do this is the thermometer test.
“On a scale of 1-10 with 10 being high, where would you say you are at?” If he says 7, you then ask, “What would we need to do to get you to 9 or 10?” Let him tell you where he is stuck so you can circle back to an objection close.
Once a sale is made and the new member is welcomed to your club, you should immediately ask for a referral. There will be no better time and the sales process is not complete until you have done this vital step.
“Mr. Wood, just like in your business, we find our best members are almost always referrals from our existing members. I am sure you must know a couple of people whowouldbeagoodfitwithour club?” Notice how we did not ask if they knew anyone who might be interested, but instead assumed they must!
the Bottom line
Sales is almost a dirty word in the golf industry and it is one of the biggest reasons golf is in decline. The vast majority of courses have no systems in place to become competent at sales, let alone become good at sales.
Most people also think that great salespeople have the gift of the gab or are extroverts devoid of any shame, but the real truth is the very best salespeople are everyday people who follow a sales system and a script, and help people make decisions that are good for them.
After all, what could be a better health, social, and business decision than joining your local golf club?
Golf Business Canada
Golf Business Canada 41