5 ways to prep for a successful 2018 season

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The Show is over.  You are back behind your cold, dank desk.  The Show was solid, and you had a great time.  With old friends and new, you are working hard to build a stronger golf shop, a better experience for your members and guests.  What should you be doing now that the Show is over, and the weather channel is not yet prepared to build a warmer day for your members?  Here are 5 thoughts about planning for a successful 2018:

  1. Spend the time to review your last three years.  Review rounds, events, and golf shop sales.  Look also at the weather events which hurt rounds.  Where can you add business?
  2. Break down each revenue stream in the operation to see where you have been, and where you can gain ground.  Get specific.
  3. How will you add events and tournaments this year.  Each one of these should also increase shop sales as well as sales in F & B
  4. Meet with your team to get their take on how to grow sales without building too much extra payroll.  It is my belief that every staffer has ideas and they really want to contribute
  5. Build the year by month, by week.  In addition create FUN events for your "regulars."  Never overlook the value these golfers bring to the club
  6. (bonus) Be sure to tweak every month, based on how the year is building.  Know you can change and build a better future.  Do not allow a poor start to create a bad year, without change.  Stay motivated to win.

With the PGA Show now behind us, it is just about "go time" as you and your staff prepare for a great season ahead.  Prioritize the experience factor and make sure to include every golfing group at the club.  Make golf great at your club this year! 

I have a favor to ask: over the past 7 years this blog has tried to bring ideas for experimentation that can make for a better golfer experience.  I however have been working on guess work in trying to bring ideas you may want to know about.  Today, I ask for 2 things: subjects that you would like me to tackle (in 400 words or less) as well as questions that I can help answer for you and your staff.  Please text me at 407-973-6136 or e-mail me at highfives81@gmail.com.  I will build my 2018 writing calendar using your thoughts. Thank you.

Jack Dillon writes the highfives blog.  He is an industry expert, speaker, writer.  You can reach Jack at 407-973-6136.  Jack lives in Orlando.  


Jack, Looking for advice. Our golf shop does not have a lot of sales, and we are strictly Callaway for clubs. We can bring in anything as far as clothing goes, but it seems as though we are not able to sell as many items as I think are possible. We live in a smaller community where people tend to be somewhat cheap, and the golf shop is small. I believe in building a strong golf shop with what I am given, but I am unsure of the strategy to increase sales. We don't sell shoes and basically compete with the sporting goods store, and 2 other golf clubs. What are some strategies that you believe in that I can use to bring in new tournaments and events to increase those sales?

Buy only close outs as far as clothing goes. Pricing is much better. Ask your rep. Logo everything. Carry only drivers. Callaway and Taylor made will set you up with a demo program where they buy back unsold stuff at the end if the year.

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