Top Golf Management Companies
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Golf Industry Apathy!
Now, this is one of those articles that is going to get me hate mail, but it’s got to be said…
One of the things that most amazes me about the golf industry vs the martial arts industry I used to lead, is the apathy. It was evident there, as well, but not at anything like the level of the golf business. I guess the difference is that in the karate business the person you dealt with was almost always the person writing the checks. Whereas, in the golf business that’s only the case a small percentage of the time. Even when you deal with the person writing the check, they are all too willing to leave CRITICAL sales and marketing decisions to others.
Examples of recent apathy:
Let’s start close to home. Only 15% of my own partners participated in our latest promotion (the David Frost Putting guide) which incidentally cost nothing. All they had to do was say YES to doing the promo and my staff did the rest! Now the people who did it had a very nice response with a total of over 15,000 responses so far: new data, new business and a value added spiff for the customer!
All they had to say was YES when they got our e-mail!
Another example would be any daily FEE that does NOT have online tee times! This is the simplest way you will ever have to collect player data; the VERY players who will play your club!
I have just completed, I think, my 1019th private club visit where the powers that be want more members, but the membership director has never read a sales book, never been to a sales seminar and never had any kind of sales training whatsoever! This shows apathy at all levels, the director not going out to buy a book; the manager for not insisting on buying books or taking training and the owner/board/management company for allowing both to fail in sales 101.
Read the book, listen to the tapes, take the seminar get better at what you do or don’t do it!
Take a look at the “leading management companies” who almost all use the very cheapest web technology from the exact same company. Now, that is not to say the company is not good or does not offer a fair price to value relationship, BUT THINK ABOUT IT. Why would every golf management company use the sale LIMITED technology?
I’ll tell you why, apathy!
They simply can’t be bothered to look at the MASSIVE advancement in technology from other companies including mine! If they did, they could not in good conscience, stick with the company they use now. And while they would pay more, they would in fact, gain significantly from the better technology.
Do YOU read EVERY NEW book, manual, newsletter or e-mail in the golf industry? It amazes me when people send me nasty grams to unsubscribe from my newsletter because they don’t like the subject or tone of a specific newsletter (this one will get a bunch!!). It does not matter how much you don’t like ME, you have to be insane not to see what I am doing if you are a club manager, golf pro, membership director or other person in the golf industry.
WHY? Because I am not apathetic; I want to be cutting edge. I subscribe to literally hundreds of e-newsletters including those from people I can’t stand, but it doesn’t matter; I want to stay at the top of my game and to do so, I need to know what everyone else is doing because I know what works and what does not, this newsletter is a simple one-stop shop for the UN-apathetic! Above all do something!
About the Author
Andrew Wood is the world’s leading expert on golf related marketing. He is the author of over 20 books including Cunningly Clever Marketing, The Golf Marketing Bible, How to Market Your Club on the Internet and The Membership Sales Success System. Andrew speaks worldwide on sales and marketing topics and is in high demand as a copywriter and marketing consultant. He is also the CEO and Owner of multiple golf marketing companies including Legendary Marketing and Legendary Golf Management.
Professional Golf Management College of Business Ferris State University
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