6 Tips To Differentiate Your Facility Today!
Why should I do business with you instead of your competitor? That's the toughest question in business and one that businesses are constantly working to answer concisely and with unwavering clarity.
We live in a world in which the customer is in control and is becoming more demanding every day. The United States economy has moved from a product or manufacturing-based economy to a consumer-based economy, and there are more entertainment options than ever before.
That's why it's vital that we all differentiate our businesses based on our services and not just our products. Don't get me wrong, we all have to have products that people want - golf courses that people want to play - but that's like "jacks or better to open" in poker, not a winning hand. If you are completely satisfied with your revenues, if you don't have competition, or maybe you've decided that you don't have the product, people, or energy to differentiate, then stop reading now! However, for the rest of us, here are 6 tips that will differentiate your golf course:
- It's the small stuff. Use pyramids and trays for stacking your range balls and don't forget tees on the range. On each cart provide cart towels, tees, and divot tools. Instead of the marshal driving around complaining at slow golfers to speed up, instruct the marshal to give slow golfers free pond balls with the condition that they don't look for their lost balls, just play a new one.
- Amenities - go the extra mile. Set up a small service bar in the pro shop with free coffee, maybe an honor system for breakfast tacos. Get people to mill around in the pro shop to look at merchandise and meet other golfers. In the afternoon, put out cookies. Provide each beverage cart with sunscreen and bug spray, and instruct your staff to offer them for free. Take it up a notch, and offer iced towels in the summer, maybe even scented iced towels.
- Don't nickel and dime me. If I'm paying $50 or more for a round of golf, don't charge me $.50 for tees, don't expect me to pay $3.00 for a small bucket of warm-up balls. If I'm a regular customer and I ask about a product, offer me a courtesy sample to try it out. Wow! That will get my attention and my friends' attention when I tell them about your incredible service. That will be the best advertising you'll ever get.
- Make it personal - know my name. You already know my name from the reservation, so use it. Create daily cart labels. Make sure to greet customers by name when checking them in. Train your staff to know members or regular customers by name. Create a picture directory that your staff can reference, maybe put it on your website under a members only section or men's league.
- Golf Course Bucks. Take a tip from Vegas, use custom logo casino chips as golf course bucks. When checking in customers, offer them an additional $20, $50 or $100 of golf course bucks on their credit card at a discount. This is great for business entertaining. Keep customers from reaching in their wallets during their round - it's easier to spend casino chips than cash.
- Persistence. How many times have you tried similar ideas to only have them last a couple weeks? Pick one of these ideas, and stick with it for 6 weeks. Then add another. As a manager or owner you are responsible for the success of any program implemented. Make sure it's happening. Monitor progress. Take opportunities to instruct your staff in real-time. Hold people accountable.
Your differentiation doesn't have to be radical, just consistently executed. And it needs to be modeled by YOU!
Call us today to schedule your Golf Marketing Review - 877.231.0060
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