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  There is a group of golfers who mean more to your daily business than all the rest.  No doubt you have heard of the 80/20 rule, where 80% of sales are driven by 20% of customers.  It is happening at your club today, without you understanding its power.  This post is about identifying these golfers at your club, and then suggesting you know them, and build a specific system of value, on purpose this season.  In spite of the new world of smaller teams and budgets, creating a new service standard for these golfers and their families might be the best thing you do to build the business in 2014........and beyond.

  Identifying the top customers in any business is easier today, but learning their specific detail takes time and effort.  Is it worth it?  You bet!  If a club has approximately 600-800 top customers who produce .75 to .80 cents out of every dollar of sales spent, you have to know it is worth it.  On many days, these golfers probably are your business.  Now that spring is here, it is time to begin the process of learning who these golfers are, without guessing.  After you and your team have identified each one, create a questionaire which will help you drill down with the questions about your golfers, their families, their hopes, golfing aspirations, wants, and dreams.

  This post is an urgent request to get specific with your service strategy this season.  With limited resources, manpower, and inability to schedule enough help on many a day, having a system in place to serve your top 20% will absolutely pay big dividends this year.  Here are 5 thoughts on how to create a different experience for your best:

5 Thoughts on Serving the Top 20%;

  1. Create at least 3 exclusive golf events this year.  Make them very different, very important, and be certain the entire team understand the value of each
  2. Have event days in your pro shop.  Bring in your top vendors to create a great experience four times this year.  Add special pricing, surprises, and prizes.  Make these a blast!
  3. Build instruction for these golfers designed to fit their game and schedules.  Set a goal of improving their games and for a lower price.  People who play better, want to play more often, and you will want to see these golfers often
  4. Create family golf events in the evenings.  Provide instruction for the family, free use of equipment, play a few holes with the groups, and finish the nights with the ice cream awards!
  5. Spend one-on-one time with these golfers.  Personally thank them for their trust and support.  Every so often send them a hand written thank you note.  Service is about getting personal.

  The 80/20 rule is at your club today.  It is time to get a handle on the new math, and watch your season soar.


Jack Dillon is the author of the highfive series.  Jack is a speaker, consultant, and golf shop expert.  He can help your shop, your team, and your service execution right now.  Think about a new approach.  Bring Jack in to bring experienced eyes, and a sincere passion for excellence to your club this year.  You and your team will be glad you did.  Jack can be reached at or at 407-973-6136.  Jack lives in Florida.

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