Page 36 - GBC spring 2016

John Sido
D
1O
uring a recent visit with a club in Arizona to talk about boosting on-course revenues, the General Manager summed up his challenge this way: “...my owners expect me to generate revenue inside the clubhouse – that’s a given. What I generate on the course however is seen as a real extra.”
GeTTinG sTarTed
Generating extra revenue on the course is vital. If you think of the refreshment vehicle as a beer cart and not as a mobile clubhouse, then you are missing out on many
thousands of dollars. The refresh-
ment vehicle is an extension of the clubhouse.
As you get ready for spring, this article overviews 10 Easy to Implement Ideas that can boost revenues 10-40% plus. Operators who grow refreshment revenues pay very close attention to the details. Yes, good, new equipment definitely helps, but new vehicles alone will not earn extra sales without more efficient use. It’s not what you have; it’s how you use it.
The 4 TruThs of reTail
There are 4 Truths of retail sales and we have to be aware of what we are doing in the context of refreshment cart sales. These 4 Truths are woven into the 10 Ideas:
Truth 1: We Buy What We See. Letting golfers “see” what is for sale is the single most impactful thing you can do. We are hardwired to choose by visual selection, not by verbal information.
Truth 2:We Like Choice. We like to see a variety of products before selection. Consumers positively associate range of choice with brand image. Truth 3: We Love New. At all times, show what is new. I have yet to see
a product or service claiming “old and unimproved.”
Truth 4: We Want Service. We know from experience that great service
can overcome price. Research reveals that consumers are willing to pay more as long as great service is received. Deliver helpfulness.
36 Golf Business Canada
John is Vice President of Marketing with 19th Hole Cart LLC, in Phoenix, Arizona. John has 25 years of international marketing experience and is a frequent speaker on improving refreshment center operations. Contact John at jsido@rbwcompanies.com or 480-685-5242.