Page 40 - GBC spring 2016

“Consumers judge the contents by how the container looks. Showing items in anything less than a clean container kills sales.“
• Which cart attendant has the highest $/round? Why?
• What type of golfer has the highest spend? What do they buy?
• What are the least popular items? Why do you still offer them? (remember new?)
• When was the last time you asked golfers what they wanted? (remember choice?)
• What do golfers want to buy that you’re not stocking?
• What do you offer for young golfers to eat/drink?
• Do you adapt every day the vehicle’s products to match who is golfing (Ladies League, Member/Guest, etc.)?
• How much of your management
do i need new equipmenT?
New equipment with nice, modern features definitely helps to make revenue gains easier, but it does not replace fanatical attention to details, attendant training, smart stocking and cleanliness. The point is to use your refreshment vehicle more effectively.
Take an honest look at your refreshment vehicle: does the vehicle’s appearance match the brand you are working to promote? In the majority of cases, the clubhouse is handsome and the refreshment vehicle looks forgotten—they don’t match. The image of the vehicle must match your brand message.
final Tips for success
Start by getting your $/round number. Analyze it. Set a goal for improvement, say 20% to start. Choose two or three Ideas from the list above, that you like. Then choose one Idea that is really challenging. Meet with staff and train. Measure results and adjust as needed!
remember the 4 truths and how they combine with the 10 ideas:
• We Buy What We See: Show golfers what is available, don’t tell them. • We Like Choice: Always show a range of choices.
• We Love New: Make sure golfers always see something new.
• We Want Great Service: Deliver upservice.
Make $/round gains a priority. Keep talking about $/round. Give attendants the training and tools to be successful. Pay very close attention to the details. A refreshment vehicle that is smartly stocked, sparkling clean and staffed with an expert cart attendant is one powerful asset.
time do you really spend talking Golf
about revenue improvement and $/round gains?
• What is your 5-step plan to boost revenue? Work the plan.
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40 Golf Business Canada