Page 14 - GBC spring 2015

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Golf Business Canada
WALK IN YoUR CUSTomERS’ ShoES
When was the last time that you walked in your customers’ shoes? Really think about that before you answer. What does your property’s entry statement look like? Is there paint chipping? Is your signage/ font appropriate?
Park at the back of your parking lot. Are your parking lines faded? Are they wide enough? Do you have enough accessible parking spots? Are your garbage cans full? Look through the garbage: Is it your own take-out cups? Are there any empty beer products that you do not serve on your course? Is your parking lot well lit at night?
Do you have an opportunity to “dress up” your front entrance? Are you greeted upon entry? Is your indoor signage clear? Are there any burnt out light bulbs? Are your washrooms/locker- rooms clean at all times? Remember to walk virtually as well:
• Visit your website, take a look around and try to book a tee time. Do you get an immediate response confirmation via email?
• Do you have any call-to-actions of small text lines or buttons?
• Can your clients (potential clients) clearly view upcoming events?
• How current are your course and clubhouse pictures?
• Is all your course contact infor- mation up-to-date?
• Is your website built with responsive design? (How does it look on a PC, tablet, and telephone?) Hint: If you have to “pinch in OR pinch out” on mobile then you are doing it wrong.
Call your facility and see how many times it rings before someone answers or does it go right to your directory? Is the information clear and do the extensions work? What happens when you press 0?
What are you posting on your social media platforms? Are you offering discounts or added value? Are you engaging with your followers or simply pushing promotions and deals to attract short-term business? Think carefully about what you are posting as it speaks to your course’s values.
START pLAYING offENCE
Now is the time to stop being reactionary and to start being proactive. You need to thank your customers for their business. Here are a few examples: Face-to-face, a personal note, an email, a tweet or offer a complimentary round, a lesson, a sleeve of golf balls, a hat, a drink, a breakfast, a coffee...get creative and do it often.
Think it’s too much? Calculate the cost of losing a golfer. Rounds per season x price per round + f&b spending + golf shop spend. For example: 30 rounds x ($75/round + $15/f&b + $10/golf shop = $100 per round) = $3,000.00 per golfer.
Do you have an email list? Do you track your golfers’ birthdays and send them a message? Do you have a CRM system (Customer Relationship Management)? Is it being used? Can your POS connect with it? Do you know when John Smith likes to golf and what his favourite breakfast, lunch or dinner item is? Is he married? If so, then promote upcoming spousal golf and social events. Does he have children? If so, then promote family and junior events.
The more you listen to your clients and focus on building your relationships, the more information you will have to personalize their experience and thus offer them