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  As a kid, I loved going to the movies.  My friends and I could not wait for the next western or Steve McQueen movie to hit our local cinema.  We had lots of fun with double features, popcorn, and Coke.......all for less that $1.50.  While there, I always loved reading the movie posters.  Back then, they had posters for what was now playing, as well as coming attraction posters.  These posters told me all about the movie and stars I was about to see, as well as the ones we would see in a few months.  Movie posters told me a great deal by bringing the stories to me.  Wouldn't it be great if every golfer arrived at the club with a bio poster attached, providing you with all of the detail you would need to develop the very best marketing and service menus?

  Well we know customers do not appear with info attached, or even a chip that you can download directly into your system.  In so many cases, we know little about the people who play our courses.  This is a big missed opportunity.  Think about what we might do differently and/or better if we had some important information.  Things like course set-up, the merchandise, and food menus, and the marketing plan might all be very different.  Because we may not know much about our players, we do not know how these people might influence our success.  If we only accept golfers as people who play occasional rounds, we are leaving money on the table.......every day.  Here are questions you may want to begin to ask your golfers, in order to build a focused plan of success. 

  1. How many times will the golfer play here this season?
  2. What are their other favorite area courses?
  3. Where do they work, what do they do?
  4. Where do they shop for golf gear?  Where do they eat?
  5. What are 2 or 3 of their golf dreams?
  6. (bonus) How many golfers are there in the house?

  Now Playing at your golf course may be corporate leaders, doctors, men and women who drive departments, divisions, or organizations.  The way to learn is by asking.  Work with the team to develop a program of questions, together with a system of delivery and recovery that will provide game-changing details for you and the club.  Learning who is playing the property each day can help you create business beyond the 18th hole.  Something else to identify with this new effort are your very best customers?  Who are the top 20%?  Once you know this, you can develop very customized service points that no competitor, large or small can touch.  Who is Now Playing out there on the 1st tee?  Once you truly know the facts, you just might win your own Oscar.  Now Playing........... 


Jack Dillon is the author of the highfives series.  Jack is a golf shop expert, experienced in player development, and providing great service to women golfers.  Jack is an advanced speaker, and a member of Toastmasters International.  Jack is also one of the top 100 Retailers on Twitter.  You can contact Jack at 407-973-6136 or at  Jack is ready to discuss any operation issue, as well as speak to your team.  Happy Holidays to you and yours.........


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