HOW GOOD IS YOUR STAFF AT CONVERTING GOLFERS INTO GOLF MEMBERSHIPS
The first place to start is to find out what percentage of golfers that visit or call your golf facility each year commit to some kind of loyalty program. This is a lot easier to track than most people think. Over and over I talk about the necessity of research when it comes to effective golf marketing and professional golf membership sales. Again, I will show you how a little internal research will help you increase rounds and therefor golf revenue with very little effort at all.
I personally love systems because once they are in place all the employees have to do is follow instructions and you must “inspect what you expect” to make sure they are following those instructions properly. I have put together a few forms to help golf properties track their info calls i.e. those calls coming into the golf shop requesting information on golf packages, golf membership rates, preferred players cards, etc. You can find these forms as part of the free download we offer on our site by clicking on this link http://www.golfmmc.com/free-download-registration/ .
The first form I want to mention is the “Info Call” sheet. This sheet gives you a ton of valuable information like the caller’s name, contact info, how they heard about your golf facility and which staff member fielded the call. Caller’s name, contact info, how they heard about your golf facility are all self-explanatory as far as why we want (MUST) to retrieve this information and to the value of this information. But why do we want to know who fielded the info call? By knowing who took the call you can find out how well your staff members are performing their jobs of engaging the customers. At the end of each week you can compare the info call sheet with your guest register (we will talk about this form next) and determine the percentage of people calling in compared to those that take the next step of visiting the golf course.
The “Guest Register” will provide you with even more information but more importantly it will tell you the conversion rate of info callers to guest and the conversion rate of guests into golf memberships or loyal golfers committed to some program. It too will give you an accurate assessment of your staff’s ability to lock up relationships for the golf club. By simply knowing these two things you can start working on ways to improve your staff’s conversion rate and the byproduct of that will be increased rounds and therefor increased revenue.
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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