Everyone in the golf business has heard of a forfeit, right?  Forfeits happen often in match play club events when there aren't enough players to fill a bracket or when a player simply can't show up for a match .  So, the match is forfeited!  It is given to a competitor because the other competitor, for whatever reason, didn't, wouldn't, or couldn't compete.  The competitor who shows up the match wins simply because he was in the game. 

     This scenario is strikingly similar to what I see every day in the golf industry.  With the economy tough, an ever increasing number of clubs and courses are deciding not to take the appropriate steps to drive revenue and create a unique experience for their members and guests.  So many just sit back and watch, hope, and pray that things will get better.  They don't get in the game.  They take no action.  They don't show up for their match.  They FORFEIT!

A Recurring Theme

     Every week I speak with many clubs and read articles on blogs and in online and traditional golf industry publications that are decidedly defeatist in nature.  I hear a litany of excuses including the economy, the weather, the competition, their budget, and anything else they can think of to rationalize the state of the industry and the poor performance of their own properties.  It's a lot easier to throw in the towel and say that since so many are doing poorly, it's ok for us to be doing poorly as well.  Yep, it's bad everywhere and it's bad at my club too.  But, that's the attitude of someone who doesn't want to compete, someone who is readily willing to FORFEIT!

Do a Self Assessment!

     Compare what you're doing at your own property to the manner Tiger approaches golf.  Have you seen Tiger give up on a round or an event?  Would Tiger throw in the towel and say he got a bad break on the draw?  Would Tiger say his knee is impossibly aching and withdraw, passing on an opportunity to win the US Open?  You know the answers as well as I do.

     I recognize that many club level executives and department managers are being asked to work longer and harder than ever before.  This is usually in response to the financial condition of the club necessitating staff cuts and requiring more of the staff who remains.  But you can't expense reduce yourself rich!  You must SELL and to do so you must continually evolve your product, service, and try new things to both bring golfers to your course and engage them in new ways during their stay!

     So, what are you doing to enhance the experience for your members and guests?  What new events and activities have you recently added?  What new services are you providing?  What's different at your club this year versus last year?  How often do you have a creative concepting session with your staff?  Is everyone on the staff accountable for “continuous improvement?

     What are you doing with your marketing?  Are you constantly trying and testing new offers?   Are you gathering information from your golfers at every point of contact?  Do you capture names from all of your outing participants and follow up with them for a return round at your club or course?  Are you registering every one of your guests? 
So many marketing efforts cost very little if you have a great database and are able to do targeted e-blasts.  Yet so many clubs and course choose not to send them.  Fusion marketing with a complementary business is a win-win.  Websites that give people a reason to provide their contact information are an active, 24 hour prospector for leads for your club yet most clubs don't have any means to collect data on their website and direct it properly for follow up. Check out our Marketing Commander website at www.marketingcommander.com and learn how our staff and technology can assist you with all of your online marketing efforts.

     Are you sales people trained to sell?  Do they ask for the sale every time?  For referrals?  For add on sales?

     Need new ideas?  Check out Andrew Woods' latest marketing book, Cunningly Clever Marketing at www.CunninglyCleverMarketing.com .

Are you in the Game?

     So ask yourself this; are you grinding in your own club like Tiger grinds on the course?  Are you trying to get every bit of business possible every day and bring it to the bottom line at an appropriate margin?  Most clubs I speak with are not and readily admit it.  They have made a decision not to compete, not to do the things they should be doing to drive the business forward.  They FORFEIT!

     Marketing your club to bring new business and retain your existing member/customer base is hard work that requires a comprehensive plan, a means to measure the results, and a professional salesperson following up on every lead generated with a well crafted script to maximize closing on all sales.  Most clubs simply don't do it.  They FORFEIT.  At best, when times are tough they cut costs, reduce staffing, and wait.  They don't realize that money will be spent, but you must give golfers a reason to spend with you.

     So ask yourself this, are you in the game?  Are you competing, grinding it out as you would in a golf match.  Taking actions as if the business were your own and any shortfall had to be funded out of your own pocket?  Because, if you are, you will find your club succeeding in even these confusing times!  Why?  Simple, the majority of your competition is FORFEITING!

     To learn more about Legendary Golf Management and Legendary Marketing, check out our websites at www.lmgmc.com and www.legendarygolfmanagement.com

For Legendary Golf Management,
Bob Devitz
President and CEO
www.legendarygolfmanagement.com
727-424-2434

     PS: Ready to get in the game?  For a one hour complimentary Club consultation about how your club can get in the game, (normally a $500 value) call me at 727-424-2434. This offer is available to only the first 3 Clubs who contact me. 

     PPS: For information on how to close all of your leads, click here to download our Free Manual on How to Close More Membership Sales, $199 value.