Page 34 - GBC spring 2015

The Principle of Concessions is really the art of negotiation. When you make a request always go big at first rather than small. I think you will find most of your staff will make a small request first because they fear rejection. A small request appears an easier sell and yet it is not. When we make a large request, we can always make a concession, the principle of reciprocity kicks in, and we want to make a concession in return.
The Liking PRinciPLe
All things being equal, people want to deal with people they like. All things being unequal, including price, people still want to deal with people they like. Therefore, our challenge is to get golfers to like the staff quickly. Liking the staff personally enhances the customer experience and results in more repeat visits.
• The smile when your employees greet the customers may be the simplest tool to implement. I have done a lot of research on the smile and I have discovered that people like people with teeth! Get all of your staff from the bag boy to the golf pro to greet every- one with a huge smile – show your golfers that you have teeth.
• People like people who give them a compliment. Be generous with your comments. Ask them how they enjoyed their day; were they happy with their score, what’s their handicap, etc.
• Use the golfer’s name at every opportunity.
• People like people who are similar to them. During your rapport-
building discussion, look for some commonality between you
and the golfer.
• People like people who like them and tell them so. Find a way to tell
the golfers you like them in an appropriate and professional manner.
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Golf Business Canada
• Put your most expensive clothing, golf clubs and golf balls up front where they are easy to see and touch.
• Put your most expensive wine first on your wine list and your wine revenue will increase.
• When someone wants to buy a new driver, show them the most expensive one first and the entire set.
• Instead of saying “is there anything else I can help you with,” say, “what else can I help you with?” or “let me show you our newest line of golf shirts.”
• If you use a card system to allow a free round after eight games, I suggest you provide a card with 10 slots and then punch out 2 slots immediately. The end result is the same, eight rounds to get one free. A car wash company tested this method and repeat car washes jumped by 35% over their old system of eight slots. The customers feel they have made a commitment to your course as they already have two slots punched out and therefore are more likely to return.
iMPacT on youR Business
Your people have an impact on your business. It is up to you to ensure they are delivering the kind of personal service that encourages repeat business and are demon- strating proactive sales skills to increase revenue at your facility.
Golf Business Canada