GOLF FACILITY “BACKEND” REVENUE I.E. UPGRADES, RENEWALS AND PROFIT CENTERS!
Too many GMs, Golf Pros and Owners put too much emphasis on the upfront investment and locked in monthly fees and neglect the potential “backend” golf revenue.
They feel they have to force and demand the golf member to commit to spending x in food and beverage each month when it would be far easier (and more palatable for the
golf member) to condition the golfer to spend more in all of the profit centers.
Consumers fall into spending habits and it is extremely difficult to change these entrenched habits. It is far easier to condition these habits at the point of sale through
a well thought out tour of the golf property.
In the days of the past it was easy for other golf club members to almost shame their
co-members into only eating out at the club. Simply saying (without saying) “hey Fred you really should be supporting the club” instead of this establishment.
Believe it or not, today it is far easier to get the new golf member to commit his/her
loyalty to the club by simply appealing to their psychological needs.
People have an innate desire to be loved, feel important, contribute, feel secure,
experience variety and grow.
Create programs for your golf members where they can capitalize on these feelings e.g.
a variety of different daily specials in the restaurant for the entire month and at the same time offer the best sellers every day for consistency.
Create programs where your golfers can see themselves growing within the social
circles of the club as well as improving their golf game on the golf course.
Design programs where the golf members can feel they are contributing to the growth of
the golf club, the game, the golfing community, etc.
For more free tips on growing the game, your golf facility and your golf career visit us @ www.golfmmc.com or call 904-448-5727.
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