Any kind of golf property from the most exclusive private clubs in the world to ultra-affordable city municipal courses have some sort of sales staff and operations to bring new revenue into the club outside of regular tee times. If your club is a daily fee operation, event sales and group golf day sales are an absolute must to supplement your regular tee time revenue. And on the flip side, membership sales at private clubs are the bread and butter of club revenue generation. But if your sales staff is fumbling or the property tour, you can probably kiss that supplemental revenue goodbye.
According to 59club data collected over 15 years from thousands of golf properties all over the world, here are the most important things your sales staff MUST do to ensure the property tour goes smoothly and your club gets the event business or membership sale.
Be on Time
Be on time. Be on time. BE ON TIME! No one likes to wait and if your first in-person impression is of someone who doesn’t value another person’s time, expect for just about everything to go poorly from there. The good news is this is an easy fix. Just – say it with us – be on time.
Have a Warm Welcome Waiting
You’re on time. Now what? The best sales people in the world wait out front for their guests and present a warm and welcome greeting. That means smiling, excellent eye contact, engaging conversation to break the ice and the use of the guest’s name. It’s welcoming, disarming and the best first impression one can ask for.
Offer a Beverage
Offering a beverage to a guest is hospitality 101, but bonus points can be scored by telling the server your guest’s name beforehand so they can use it as they approach the table.
Recap the Phone Conversation
“How many people are you expecting again,” he asked before losing the business. The property tour won’t be the first interaction with a prospect, so make sure to dust off your sales notes to let the prospect you value his/her time and you were paying attention. Refer back to specifics from your notes and have answers to questions readily available.
Custom Tailored Tours Based on Needs
Chances are your club is not an arts center and your sales staff members are not docents, so make sure to avoid “museum tours” – the same tour for every guest. Tailor your property tour to match the needs and pain points of the prospect with specifics based on your previous conversations.
Confirm the Tour Length and Prospect Availability
Some people have all day to make sure your property is the best suited for their needs. Some have 30 minutes. Confirm the length of the tour twice – once on the phone and then again as your prospect arrives to ensure you get to everything you need to cover before time runs out.
Get the Tour Started
This goes for every your, but especially if your prospect has limited time. Get things started! No one wants to listen to your sales staff drone on about the wallpaper or the time they aced the 16th hole. Get your prospect something to drink, confirm the length of the tour, confirm the needs of the prospect and get going!