You are your communities’ #beaconofhope

You should be reminding people of what they love about the game – find the good memories, and then find ways to nourish that into inspiration and hope for an even better experience.

It's time to start thinking ahead and provide more value to your community. We are here to serve and support you every step of the way.

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The sales conversion rate should be good though, if your pricing is competitive. The golfer has probably already decided to buy, and is now deciding where to buy it from.
If you created a situation where you engaged 72 golfers, one-on-one, with an approach shot skills challenge, and personally invited each one to book a time at your demo day, how many would attend?
How did we find the 12 who attended? Four were walk-ups on the day. The other 8 had responded to a ‘poster’ mailed out. The 8 were definitely interested. The 4 got a nice surprise. Two of them made a purchase.
If conversation about golf equipment happens less and less in the pro shop (less equipment on display, less signage, less time for customers to chat with a busy professional), then where do we have that very important conversation with the golfer?
Do you even have equipment in the golf shop anymore? What stories about equipment are on your walls, windows, or doors?
I took four clubs in one region of the US. At these clubs, the Professionals are assigned golfers to proactively “care” for. To work to get them into coaching. To better connect them to the club and the community. And to create relevant playing experiences they can participate in.
What is often described as “member experience” to describe the quality of service and presentation of clubhouse facilities and the golf course, is just as important to your golf business. The customer, when they arrive, should have a great experience.
What percentage of professionals do you think ‘work the desk’?
If you look past your avid and serious golfers (those who play every day or have their Saturday tee-time every week), what percentage of your members or golfers are:
Is this all it takes to make sure we retain as much of the new demand for golf as possible?
This is an email for all leaders; General and Club Managers; Directors of Golf or Head Professionals; Directors of Instruction and Coaches. Does this reflect the way your teams are set up?
I am going to assume that you all feel that you have some sort of responsibility for the retention and conversion of your student into a more active and committed golfer.
Who is being tasked with responsibility and accountability for the number of those golfers you get to invest in improvement?
If you’re a PGA Professional with more operational responsibilities; and you’re committed to the ‘member’ or ‘golfer’ experience when they get to the counter to check in, where is your scope of responsibility for that golfer?

You’ve got 1 of 3 covered

If you’re a coach, where does your responsibility to the golfer start and finish?
Research also shows just how powerful these actions are in converting the less committed golfers to being loyal to the game and club.
The NGF is providing great research and great leadership. The data seems to warn us that the good times might just end soon if we don't do more.
A golfer who feels they are “managed” by a member of the golf team at the club, is 100% more likely to stay with the game.
If the new and returning golfers are going to experience not just the greatest pastime in the world, but improve both their health and wellbeing at the same time, then it’s a great thing.
For some, especially operational staff, it’s been almost overwhelming. At the same time as experiencing huge demand; the like of which we haven’t seen this century; many operations have been hit by labor shortages. A perfect storm of operational challenge.
It is really worth your while to have a “pathway” of these subscription programs in your Locker or on your shelf. Having them gives you a tremendous opportunity.
Some golfers will find inspiration in the number and the improvement in their handicap. For them it will make them “feel” more accomplished, “feel” like they’re more of a golfer.
If you offer the following and ask which is right for you, then you’ve moved away from a chance for the prospect to say “no”. They’re making a choice. “Which one would you prefer?”
One of the most important selling lessons is to avoid the ‘Yes / No’ proposition. If you offer just one proposition at the end of an assessment, then the customer is left with a ‘Yes / No’ decision.
For any coach, the first and most valuable prize out of any first engagement with a golfer, is for that golfer to view them as an ‘expert guide’ going forward.
If the golfer decides to ignore the opportunity to invest in coaching, you remain in contact. They are still ‘committing’ to a journey, but with your FREE top offer, and a measurable they need to complete.
You played 6 or 9 holes for free with a golfer to assess their golf game. You’ve questioned them about their golf. You’ve listened to their hopes and ambitions and heard their own thoughts. You’ve observed every part of their game. Now it's time to present them with your analysis.
Say you’re a golf coach with a potential student in front of you. You’ve completed a first swing assessment and now it's time to make your proposition. We would recommend that you view what you're about to offer as a “plan”.
What about if you offered three options? One was a traditional set of lessons. The second was a premium subscription program of accompanied play, one-on-one coaching, and supervised coaching. And lastly you offered your free advice on how much to practice and what to practice over the next 4 weeks, asking the golfer to make that commitment.
If you want to influence a golfer to invest in coaching, which format gives you the best chance of influencing their decision?
The current ‘system’ at many golf clubs is designed to very efficiently process transactions. Bookings. Tee times. Outings. Competitions. We’re very good at that. We must always be good at that.
What if the system allowed more of your members or golfers to understand, appreciate, and search out your influence?
What if those most in need of that “magic” don’t come forward? What if they don’t arrive at the counter or the first tee? What if they don’t expose themselves to the chance of “magic”?
If your mission is to create ‘magic moments’ that help to improve someone’s life; then are they an accident of your service or a consequence of a ‘system’ designed to maximize the amount of magic?
At most equity clubs in the US or high-end privates in the rest of the world, that might not matter. In financial speak “the upside is already factored into the price”. But what if you’re not at such a club or the market changes?
If you were allowed to create coaching programs and fun events for non-members and had the club and their marketing team help you attract learners and students to those programs and events, how many do you think you could attract? How many could you convert into members?
Our data from 30+ clubs over 4 years also shows us that you have another level of influence. Getting a golfer into just 2 hours (or more) of coaching in a year reduces the likelihood that they will resign their membership by 75%.
This single coach created an extra $ 377,974 of spend (golf and food & beverage) ABOVE the COVID increase in the 9 months of 2021 vs the same period in 2020.
But, what if I told you that, irrespective of the investment in one of the best golfers on the planet, your influence for TaylorMade in your local community is just as significant one way or another?
Who did you try to influence to play golf more often or participate in an event at the club? How many times did you mention a future golf event or club event to a golfer and suggest they should book in for it?
Great content talks to the golfer in a way that shows you recognize their problems, fears and doubts. It also leads them, in their search for certainty and confidence along with improvement, to the coach’s door or tee.
Could your content help make a golfer more aware of their need to improve or master a skill? Why not use your content to challenge a golfer to test their performance vs a particular skill?
What most often inspires a golfer to invest in coaching? How would you rank the following? Which is the most powerful motivator? Which is least likely to motivate a golfer to improve?
Your content should support your proposition.

Your content should tell a story about an opportunity or problem solved for a customer.
It's important to think about what connects with your customer’s emotions when creating content.
If you’re a coach in a region going into season, it’s time to start educating your regular golfers who just ‘exist’ with the game they have, that there’s a better experience with better feelings a short step away.
How often do they completely fail to frighten the hole and bomb it six feet past? Then, how many times do they miss it coming back, and despite a great tee shot and incredible hybrid approach, they’re walking off with a bogey?
What does any golfer who struggles to break 90 feel when they have a #6-iron approach to play? What do they feel after they’ve ‘pured’ it and the ball has landed on the green (anywhere)? Would they like to experience that feeling more often?
Understanding how they’re feeling in your content allows you to show you understand their perspective. You understand their fear, nervousness, trepidation.
More than 87% of existing golfers seem unaware that investing in coaching might not stop you from getting shingles, but it might cure a whole bunch of other ailments and would certainly bring more joy to their life.
What percentage of the golfers in your club still struggle to consistently break 100? What percentage of your Saturday morning field won’t break 90?
Are we tailoring our message to our target audience? This is one of the challenges we have when talking or marketing to our golfers or members, and also one of the reasons we need expert guides or PGA Professionals.
If you’re trying to educate the golfer, in your online content, on the need to make sure they allow you to match them to the perfectly fitted equipment solution, then we need to return to the opening question: “Who is your customer”.
Educating the golfer isn’t a one-and-done job. Getting your key marketing messages across, requires a steady drip of content that repeats your message. If you're marketing yourself as the equipment expert, then you must continually educate your golfers
You can tell a golfer that they should always come for a ‘fitting’. You can showcase your amazing technology to provide them with precise fitting data. But how many golfers really understand why they should be professionally fitted?
You might know an advert as just an advert. But the content is very specific. Apple’s content to promote the iPad showed us a world we didn’t even know we were missing.
There is a bewildering amount of new equipment continually being released by manufacturers with so many setups and configurations. The press releases seem to be so repetitive (longer, faster, easier, more forgiving) and the explanations increasingly exotic and extensive. And the improvements continuous.
What is your “special sauce” and why is it important to the golfer and the problem you’re solving? How often are you promoting your story?
How tough did you find the first question? I guess you could say “golfer” or “member”. That’s a large grouping of people.
If you want to market your coaching business, your retail operation, your tee-times or your membership, then the starting point is:

a) Who is your customer?
b) What is their problem you’re solving?
c) What is unique or special about your solution?
I know that a ‘CONTENT STRATEGY’ isn’t going to be high on the radar of most people who aren’t marketers. But, for PGA Professionals especially, your personal brand matters. For a coach building a business; your brand matters.
In our workshops, most golf professionals or general managers will share that they’re in the RELATIONSHIP BUSINESS. Even those in the UK, who sit in Pro Shops managing a retail operation, acknowledge that relationships are critically important to them at their club (not least to keep their contract).
If your communications are too often offers, then put a lot of effort into your subject lines. The relationship is no longer intimate. You’re screaming in the in-box, just like everyone else.
There’s one email I do open and read every time. It’s from Seth Godin. I’ve never met him. He is brilliant. There’s a reason I recommend that you all follow him.
Have you noticed how you respond to digital communication in your inbox or on social media from someone you don’t know?
It gave you chills to hear how these Professionals had impacted the lives of members at the club in the last 30 days. Amazing. At the end, it was a stop-the-room and breathe-with-pride moment for the General Manager, the Director of Golf and the whole team of Ops staff and Coaches.
How many heroes have you created? How many hero posts have you made? It starts with one. Then there are two. Then they start talking. Then you’re the Obi-Wan Kenobi of your golf club.
ou may have read the previous emails about a Professional who has built a business around a very narrow focus (elite high-school and college golfers) and, if you’re a coach at a golf club, dismissed that as not possible for you. That narrow a focus may well not be possible, but the process of building your proposition and messaging is the same; and you may surprise yourself.
John Perna consistently makes heroes out of his high-school and college students in the TPS programs. Any parent or high-school player in John’s area has little doubt about the journey that John and his team take their heroes on. And, parents have no doubt about what problems the TPS team solve. Success for their child, while reducing college fees.
If you’re in the US, you’re relentlessly subjected to an emu selling only the insurance you need. If you’re in South Africa, it’s a perpetual get back “ching” with your car insurance. In the UK you’re continually implored to get life insurance by a small unfit dog watching people being active.
Yesterday I highlighted how Mike Aldrich was executing some of the steps of a word-of-mouth marketing strategy at Blue Grass Yacht & Country Club by publishing “hero” posts celebrating individual members. In the example shown, one of his students had won the club championship.
Mike regularly creates great content celebrating his club and the achievements of his members. How many stories of success or accomplishment have you published in the last 30 days?
Whether you’re a coach at a public facility or a fitter at a private country club, you know that word of mouth is important. But when someone suggests you should have a word-of-mouth marketing strategy, what does that mean or include?
Hair stylists or colorists (hairdressers where I come from) know that their business absolutely depends on recommendations and word of mouth.
If consumers, members & golfers are so influenced by word-of-mouth recommendations, do you have a word-of-mouth marketing strategy?
If I was talking to Kevin Roberts, author of Lovemarks, I’d ask him to re-examine the limits of impact that can be created by a ‘brand’ after visiting golf coaches I know.
If you, the golf coach, can connect the golfer to the greater goal of how they experience the game in total, rather than a technical or handicap improvement, you will create a much stronger emotional, game-changing, even life-changing relationship. These sort of connections move you to what Kevin Roberts describes as a Lovemark.
When the goal is a simple procedure, then the prodding and poking and effort to find blood vessels with a needle are an irritation. When the goal is “life saving”, these are no longer irritations, but shared steps on a very important journey to better health. It is the same with any form of improvement coaching and especially in golf.
If the creation of an emotional connection between brand and customer has a 300% impact on the amount of word-of-mouth marketing generated, then we want ‘emotional connection’. And that takes more than you just being a great relationship person.
Understanding that coaching is more than swing paths and face angles, is very important to any coach’s business. Research shows brands that create an emotional connection receive three times more word-of-mouth promotion than those that don’t.
OK, so you’re delivering great coaching programs. You’re improving the playing experience of the students in those programs. We’ve all agreed that “word of mouth” is a powerful marketing weapon.
If we believe the Nielsen report, 92% of consumers believe suggestions from friends and family ahead of adverts, and 88% of people trust online reviews as much as they believe recommendations from friends.
Given that 86% of customers trust word-of-mouth reviews and people are 4 times more likely to buy a product or service when referred by friends, it makes sense that every coach should be looking at ways to showcase ‘friends’.
“Word-of-mouth” marketing was the pillar of community businesses 25 and more years ago. A word-of-mouth referral for a coach was gold dust.
“Back to the Future” was a great movie. I think it showed how you can pair the fundamentals of the past with the opportunities the future presents (and remember we’re living in the future).

This leads me to three questions...
It starts with the huge market opportunity and pulls 1,200 prospects into the top of the funnel. That’s about $ 60,000 of warm leads for coaching (if you ignore the friends and family of the leads) from one marketing initiative.
Some coaches tell me that their members “don’t want lessons”. They believe the market potential for coaching at their club with 500 members is less than $ 25,000.
How many members will beat a path to the practice green before their round on Saturday?
How do you work out your potential market size?
If you were financially inclined, what do you think the dollar value of the total potential market for coaching would be if you looked at all the golfers that practiced at your facility this week?
If you’ve contributed to a golfer’s game (playing or socially), their relationship with you will probably be as strong as, or even stronger than, any other relationship with your facility. It’s a connection with huge potential value.
What was the last “relevant transaction” you designed, created, and executed?
Is there anything more relevant than PGA Jr. League?
If you’re a parent or grandparent, with children or grandchildren, then this solution has been created for you and your loved ones. Could anything be more relevant in your life?
Creating new solutions that provide value to golfers, while NOT adding to Saturday’s compaction problem ought to be one of the most important jobs at a golf club.
If you want to be a ‘Player Development’ Professional, then it is worth researching, understanding, and working out how to apply this community management model at your golf club.
Two of the four pillars of a COMMERCIALLY VIABLE COMMUNITY are personal value in the relationship for the individual golfer or member; and the social connections between the members of the community.
Golfers are the atomic parts of a community. A community is formed by the connections. Each golfer needs to have their individual and personal value from the relationship with the club and the game.
When you examine people who have stopped playing at a club or those who’ve resigned a membership, if you strip out those who’ve disappeared because they migrated away, died, or became seriously ill, then a big majority would have been marked as ‘red’ on the social connection layer of the scale we reviewed this week. They don't have enough social connections or friends at the club.
Randy Smith, PGA Professional at Royal Oaks in Dallas, Tx, educated me. He explained that the best place for a PGA Professional to station
themselves on a golf course was not the 1st tee, but at the back of the 18th green.
A PGA Professional can not only create relationships, they have so many opportunities for relationship maintenance checks with the golfer or member in any engagement.
If you’re a general manager, or an owner, we now have four years of data to back up the argument that using your PGA Professionals to develop connections at your club, and for your club, is worth millions to your club.
If I asked you, as a PGA Professional at a golf club (coaching or in
operations), what was the value of your connections with golfers or members to your golf club – would you be able to answer that question?
If you’re an on-course retailer, then the number of golfers you’re ‘connected’ to will significantly influence your equipment sales.
Right now, it’s boom time for golf. Interest has not been this high for a long time, if ever. You’re almost certainly setting records for rounds, coaching, equipment sales, and memberships.
If you’re a private golf club, you’ll have an average value of a member.
But what about the value of a ‘connection’?
Customers describe those propositions if you ask them caring questions about them and their game, and their experience, and their connections; and then you listen to their answers and seek to discover more.
If you read through that email, you’ll see that a skills challenge gives you the chance to invoke at least 4 (and maybe all 6) of Robert Cialdini’s Six Principles of Persuasion.
Many golfers have an inflated view of their skill at some of the more
fundamental challenges in golf (eg sinking flat 10-foot putts). A skills
challenge highlights what their real performance might be.
If you want to become good at making a proposition, then embrace the fact that despite all the scorecards, and handicaps, and TrackMan data, golf is about feelings and memories for most golfers.
If you believed in logic, then the “handicap” would have created an opportunity gap. “I’m a 12, what do I need to become an 8?”

But it doesn’t work like that does it? If it did, everyone would be enrolled in coaching programs.
Every conversation you have with a golfer is an opportunity to ask about their game. It’s a chance to lead them through questions to a place where you can inspire them to want better. To see THEIR PERSONAL opportunity gap. Now, you’re not selling, you’re fulfilling a requirement.
You could wait for golfers to find the time to walk around your shop and engage with the equipment on the shelf or in the stand themselves or you could start a conversation with the golfer about their golf game.
Which do you think is best?
In 2021 you will struggle to find a successful mass-merchant who doesn’t use email or social media to ‘reach out’ to their customers. They know that they can’t wait for those customers to come into the store. The world is changing.
It bothers me when I hear coaches or retailers talk about their golfers who:

“have their handicap, and their group of partners, and their ‘game’; and they’ve got no need to improve. It’s not important to them”.
If you want to sell a new set of irons; or you want to fill a social coaching program; or you want a golfer to play golf more often, then you need to make a proposition to a golfer. What is your proposition?
People think that digital algorithms are benign. They smile at their
simplicity and clumsy attempts to know the customer. But, beware. They’re trying to find what they should use to make an ‘attention addict’ out of that customer. Worse, a ‘consumer addict’.
The 10-foot challenge is a great engagement event for the putting green on a busy Saturday or as part of a fun event to create a crowd on Friday evening.
Who knows more about the golfers after running an event? That event builds your relationship with your golfers.
Algorithms track everything you do in the digital space with the intention of “understanding” you better. Armed with some ‘consumer knowledge’, the algorithm is ready to test its insight with a proposition.

Are you getting the same information out of your accompanied plays?
In your shop have you heard a younger Professional or assistant say that they’ve “talked to” a golfer or member, and wondered what they actually mean by “talked” to? Was it a text, a WhatsApp, or Facebook message? Or did they actually have a verbal conversation?
If a golfer has a relationship with their PGA Professional and believes their Professional genuinely cares for their game, their connections at the club, and the value they want from the club, how many times would they say ‘no’ to a personal invitation from their ‘guide’?
Why would golfers come if you discount your tee times? What are you offering them in terms of value? Can you create a reason for them to come?
If you had to create a crowd for your club on a Friday evening, how important would you rank each of these skills or attributes out of 5?
Are you required to create covers for breakfast? How would you go about that? What PGA skill might make breakfast a little more satisfying?
If your General Manager asked you to create a crowd of 32 on the patio two Fridays in July, how would you do that?
“Upgrading the bar and patio has been a big capital expense and it looks fantastic. But it’s still empty on Friday evening. What would you suggest I do? Can you design me a poster?”.

I asked him if he’d spoken to his PGA Professionals.

“They can’t design posters” he said.
So, compaction on Saturdays is a problem. What to do with all the new golfers coming to, or back to, the game?
When four of the crowd are stuck waiting 5 or more minutes on a Par 3 tee for the green to clear they can become irritated.

But maybe, if you happen to be there with an engagement event, it’s a chance for you to divert them from irritation.
If you’re an on-course retailer, your greatest advantage is that you don’t have to start a conversation about the commodity. You can start a conversation about the game, the challenge, the technology, and the improvement.
She identified how human behavior changes when there’s a crowd; and exploited it to explode the sales of a product that had gone nowhere despite an expensive TV and print advertising campaign. That's what our 'Revealing the lie' campaign did for those 20 clubs.
I want to persuade you to promote your PGA skill on a Saturday.

And we’ve got data from 20 clubs that tells us you’ll earn on average
$ 1,000 - $ 2,000 per hour. Read the article to see how you can too.
Saturday's are an important day for you as a Professional. It is also a marketing opportunity. A chance to highlight a proposition that reflects your PGA skill. You’re a PGA member. You’ve got more to offer than someone who isn’t.
If the crowd and committee and captains think the Professional has the shop in exchange just for collecting green fees and managing a tee sheet, then to some that looks like a pretty one-sided exchange.
What does the crowd of golfers who fill your Saturday's think your role is as a Professional?
So many people I talk to in the industry are complaining about the problems of Saturday compaction. The crowd has got too big on Saturday morning and afternoon.

But how do you view this compaction?
I have often used a diagram (below) I stole from David Colclough (PGA of GB&I) to present to prospective employers the large revenue opportunity PGA Professionals offer their business. I received 3 questions about this 'PGA Skill' referred to, but I want to know how you would answer them.
If you had to describe what PGA skill you bring to your employer, what would it be, and how does that employer benefit? And does your employer understand how that skill translates into value for them?
In May, how many digital posts or articles did you come across that told the story of a PGA Professional making a revenue difference for their golf facility?
We’ve always understood the powers of ‘influencers’. PGA Professionals, in my experience, are adept at understanding who’re the influencers in the golf club.
How should we share the successes of PGA Professionals actively engaging in new solutions?
The potential creative power of PGA Professionals working together on solutions that provide more value to golfers, especially those that don’t play the game often or those who struggle to find value, is enormous.

Are we doing enough together?
One of the great reasons to love companies like Foremost Golf, TGI, On-Course, and many others I’m less familiar with, is that they create tools that can be shared economically amongst PGA Professionals.
Tools make life simpler for us all.

We’ve built a system now to help Professionals keep track of who they’ve engaged with and who they haven’t. But just as importantly we’ve created visibility for managers and leaders.
If I had one wish for PGA Professionals, it would be:
“For club management and leadership to have a better appreciation for the revenue impact a PGA Professional could make for their golf club”.
I received several messages from Professional’s feeling the heat or fully burnt after last weeks mailers. That included the termination of a husband-and-wife team I know who had worked tirelessly to build solutions in the top right quadrant. My heart breaks for them.
Who ever asks you to be creative?

You undoubtedly often get asked to operate. But when did you last get asked to ‘create a solution’?
Are you creating playing solutions the golfer can enjoy, and the operator can run? Are you making sure that everyone gains value?
Changing a golfer’s swing fundamentals, with all the POTENTIAL that brings, doesn’t just have the RISK for the STUDENT of GOING BACKWARDS and HUMILIATION, it has the RISK OF FAILURE for the COACH.
The moment you create something new, you’re introducing change. Never mind the fear of failure. Now you’re threatening the equilibrium of the most visibly important people at the club. But this lack of change is catered towards management and avid golfers.
Creating solutions and experiences that delight golfers and members and prospects unlock joy, passion, commitment, and it is that which ultimately delivers the outcome the industry needs.
Creating experiences for golfers takes courage. There are many opportunities for rejections, but what was the best experience you’ve ever created?
There are many different solutions a PGA Professional can create for a golfer. Have you considered designing a playing pathway for learners? Read the article to see how you can do just that.
What percentage of golfers in your community would benefit from you creating a proposed solution to improve their game and playing experience?
Putting yourself out there, offering assistance to a player when you see that there is something you can help with, makes you vulnerable. But are you putting it in such a way that helps the player see your expertise and creativity?
If a golfer often chunks or thins their chip shots in a round, do you look the other way? Do you suggest they take a mulligan each time? Do you take the chip for them? Or do you suggest they take a lesson?
“If a doctor prescribes insulin for a diabetic, is she selling?” - Seth Godin

The answer seems obvious, doesn’t it? She’s using her professional skill to improve, or even save, a life.
As a professional, are you like a doctor who just prescribes medication, or do you try and find the route of the issue, and take your 'patient' through various tests to create a personalized solution for them.
Our goal has always been to give the golf professionals 'a voice' and remove them from the invisible role, just like a doctor or a lawyer is not an invisible cog. A golf professional helps people, provides a service to them, and is an expert in their field.
The invisible cogs are needed in order for a club to run successfully, but this often leaves creativity behind. But why is creativity important?
As you start May – for some, that means the time of the year when the grass grows quicker, and the fairways are much busier - what are you seeking to be?
Take a look at some of the skills we would recommend a PGA Professional to have to help the club make a 500% revenue growth by reading the article.
What skills would you list for a PGA professional position if you were hiring?
If the Professional’s only reward is a percentage of the earnings that they bring in (“eat what they kill”), then why wouldn’t they hunt more students rather than more rounds or more members?
We have Professionals who are creating an average of $ 500 in retail equipment sales per engagement in the following 30 days with the golfers they engage with in an ACTIVE MARKETING EVENT.
If you could tell a story in your resume of 150 hours worked in a year, creating an additional $ 156,000 of revenue and an estimated almost
$ 1 million of future revenue, wouldn’t you get noticed.
Who wouldn't want to have a revenue growth of over $200 000 in the second year of working with a club?
While we try to make a 500% return for the club, Peter Myers has taken this to the next level and gained their club $2 million in their first year at the club.
As the wave of golfers takes over the courses, what is stopping you from going out and capturing them, instead of just saying you need to capture them?
If you can turn 100 hours into $25 000 for your club in the first year, that could lead to $125 000 in the following. Read the article to see how.
After figuring out what you can do with 100 hours for your club, this week we look at how you can use 40 hours.
Speaking the 'language of business' to management is incredibly important, and something many Professionals struggle with. See how you can do that by reading the article.
Have you considered how your output can affect the club, and how that effect will allow you to have those financial conversations with the management?
When looking at the 500% increase you would give the club, have you spoken to the management about how you can reach those goals for them?
When looking at how much you charge for coaching, would you be able to create a 500% return for the club?
If you think you are member-centric, then I have a question for you.
Do you know that in the week after Tiger’s win in 2019, 102 PGA Professionals made more posts about Tiger Woods than they’d made about ‘their’ golfers in the first three months of that year?
Looking at the diversity of your members, are you using imagery to showcase that diversity? Do you want to improve on diversity by including age and gender? You will need the imagery to show that.
Mail, Social and Search, are now the influence engines, not TV and Radio.

These new channels place the power with the ‘influencer’, especially the ‘local influencer’.
How powerful is a page of posts or pins that showcase the impact you’re making on people’s lives?
Are we actually creating heroes of our golfers, or are we just coaching them? Why would we celebrate a brand before celebrating one of our own golfers?
How many hero posts can you put out in the space of a week and a half?
When you are celebrating your members, have you thought about how the imagery used to promote your club is viewed by its readers and how it could affect them?
After just 12 hours, we received 150 sign-ups from parents who want their kids to get out on the course with the PGA jr. league. Now is the time to share the stories of those kids.
Heroes don’t have to have won a tournament or accomplished a goal. Just giving them a shoutout for their attitude towards their development, especially when working with Juniors.
When making hero posts, remember that your communication and hero needs to represent your target market. John Perna does just that with this post. Read the article to see how they did it.
All the fundamentals are covered in one marketing communication, and that is by posting Hero Posts. See what I mean by reading the article.
As a coach, a PGA Professional with a retail proposition, or a Professional committed to creating more golf at the facility, there are three fundamentals you should be using in your marketing communications.
What were the differences between the two options? How important are those differences?
They are willing to send a video to your database, out of the two options in the article, which of them would you choose?
You have the opportunity to make your members and golfers feel special. We're not saying that you shouldn't market normally for events, but why not take an extra step and give them the love that they will appreciate?
The language of tech is not the language of love for the golfer, but it does offer you so much competitive advantage. Find your competitive edge by reading this article.
The golfing industry love technology and how it can help your game, that's why a good Pro can take that information and translate it. See what I mean by reading the article.
The golfer, as a consumer, has been educated to think in terms of product and price. As an on-course retailer or Pro, talk in the language of the consumer. Start with the customer’s problem, or challenge, or opportunity.
As an on-course PGA Professional, you need to stick to your strong points when setting out your marketing. You need to focus on that journey that you will be taking that customer on. Find out more about these strong points by reading the article.
Retail is not exempt from success stories and being invested in the journey that the customer is going through will benefit you in the future. Does your marketing reflect that you are invested in that journey?
In the last 30 days, how many customer success stories have you posted in your social feeds, your emails, your website? How will you get the 98% into coaching if they can't see how it will benefit them?
Ivano Ficalbi is leading the PGA of South Africa and its Pros in the right direction. See what Ivano is doing right by reading this article.
Celebrating your achievements as a coach is always good, however, this should not take up most of your marketing, it should be more focused on celebrating your customers.
With only 2% of golfers plan to have coaching each year, what are you doing to convince the other 98% that they need coaching? Read this article to see what you can do.
Are you showing that you are invested in the journey of your golfers by sharing their journey with the rest of your golfers? This is a critical marketing advantage that you have as an on-course retailer.
Do you think every golfer is happy with where they are in their golfing journey? Do you think that golfers don't want to improve on their game? Especially when they have had a bad round. Read this article to find out more.
What language do you use to convince consumers who are already coming to your on-course retail store to convince them that they need new equipment? Read the article to see what languages you can use.
As an on-course retailer, how are you marketing your products when you have a steady stream of customers on your premises every day?
Do you know how much extra value you can bring to a club, as a PGA Pro? Especially when you are interacting with your customers on a daily basis. Have you looked at the advantages?
Here is a great case study to examine ourselves and our industry to see how language affects our consumers.
When using the three marketing fundamentals, how can you translate these to your digital marketing?
If you want to know what language to use, take a look at how Apple marketed their tablets, compared to Hewlett Packard.
When creating your marketing content, it is very important to know what language you should be using and who you should be talking to. Read this article to see what we mean.
After discussing your value to the club and management, should we not be showing our value to the consumer and using the right language?
After focusing on how you, a PGA Professional, can communicate with your management the last few weeks, let's work on using the right language with your consumers.
When caring for your at-risk members, you need to remember that each member has a lifetime value. If you work with these members, their lifetime value can increase, read this article to see how you can convey this to management.
When you are working with at-risk members, there is another benefit to working with these members. That benefit is that they won't just stay members, but will most likely also spend more time at the club, see how that benefits the club by reading this article.
PGA Professionals often feel undervalued by their club, but we have been on a journey together to understand that you need to talk the same language as your management. Read this article to see how you can talk the right language.
If I gave you the task of building relationships with 150 members, to ensure that they stay at the club after increasing the membership fees substantially. How many do you think you can work with that will stay because of your efforts?
As a PGA Pro, have you worked out just how valuable you are by working out how much money you can make the club by saving members?
If you, as a Pro, feel under-valued, have you looked at “How much a golfer is worth to your club?” If you can create a list of golfers and bring down the attrition rate of that group, compared to the club's attrition rate, your value to the club has been found. Read how you can find this value by reading the article.
When looking at retaining the new or newly reintroduced golfers, have you considered their value to the club and worked out an “average lifetime value” for a member at your club?
As a Pro, if you feel you are under-valued. Often, the reason for this is that you're talking a different language to the owner or management.

Read the article to see how you can speak their language.
When asked how to stop golfers from leaving the club, where do you start?

Read the article to find your starting point.
As a Pro, you need to answer some critical questions from management. Here are those questions.
The first thing I hear from many Pro's is "What's next?"

This is a question for you to answer, but rather focus on the HOW. Such as "How do we keep the wave going?”.
I have two questions for you, which are significant for your club, especially when looking at how your customers can help you to grow, seeing their value as more than just a commodity.
When looking at the balanced scorecard, what happens when something like COVID happens, and a section of the scorecard is cut? How do we compensate for this and ensure that the club still grows?
When looking at reporting on your performance as a Professional, quantifying your performance as "delivering great service", but will great service help you sustain or grow your golf club’s business?
If the management does NOT understand your connection to retention, rounds, and golf spend, then how do they measure you?
When seeing results like these from Professionals through their reporting, don't you think the way you set up reporting can set you up for a longer tenure at the facility you work at? Take a look at this article to see what we mean.
Creating a report is what will showcase your value to the facility, so why not use that report to cement your role at the facility?
How do you showcase the value the Professional has for a company if the Managers, Cities, Committees, Boards, and Owners just don't get it? Read this article to see how.
Professionals seem to have a similar challenges around the world, namely their value they deliver to the club. Click the article to read more.
As a Golf Pro, looking at spending time out on the course with your students can be very important, that's why we are fans of the Ops 36 program. When looking at it, does it show Consumer Value or Facility Value?
As the PGA Professional at a facility, now is the time to showcase your leadership and make an influence at the facility. See how you can do that by reading this article.
This week has been a process of showcasing just how you can show value in golf at your facility. See how it showcased this by reading the article.
Since we played this format of 9-holes with these ex-golfers, they have each played at least twice in 10 days. But find out why they wanted me to join them when they invited friends to play this 'new golf' with them.
To continue the story, when we walked out onto the course for our round, I took my playing partners all the wast the 1st tee, and set up 70 yards from the green.
There are many contributing factors I experienced recently when playing a round during the holiday, that just make you wonder, "Why did they do that?"
The most important step to getting more women into the game, all it takes is one engagement. Getting them into that first engagement is the first step on the journey. Read the article to see how you can get that one engagement.
If we want to grow the number of women in the game, we would need to us pre-existing social connections to between golfers and non-golfers. Read the article to see how you can grow the number of women in the game.
When looking at the growth of golfers in the age group of 18-30, there is a very small portion of them who are female. This returns us to Mike O’Donnell’s proposition that we don’t do a good job of exploiting the “social motivator” (male or female) in golf.
The question Mike O’Donnell, PGA of America, has is: Has COVID, especially amongst women, created a fourth motivator: Health? Read this article to see what he says.
As we look ahead at 2021, is there another sport that truly fits the new consumer slogan of "Health is Wealth"? Read this article to see how golf can present a huge opportunity for you.
When we look at the real data, we find that we are trying to design pathways that give you the best chance of moving ladies along from ‘interested’ to ‘learning’ to ‘recreational & connected’. Read the article to see the real data.
When creating a learning environment for different age group levels of lady golfers, Neil Lockie has a great program that quickly grew to 27 teenage girls. Read the article to see how he got them involved in the game.
With the influx of new golfers, the data has shown that although there was a large increase of new male golfers between the ages of 18 and 30. With this in mind the same criteria for new female golfers made up a very small percentage of the club's growth.
With the recommendation to read The Female Brain, by Louann Brizendine, it makes me think about how do ‘females’ prefer to learn? If you had to offer the following as learning opportunities, which would be the most popular option?
Stacey Koppens had a great point on how we, as coaches, should create a space for lady golfers and give them the opportunity to create long-lasting relationships with other golfers.
WHY should a golf club employ a golf coach? Is it to “run an introductory program for women” or is it to “create lady golfers”? Read the article to see how you can find the value in coaching.
As our outlook changes as consumers due to COVID, we need to work with our lady golfers to get them out of introductory programs, and out on the course. Who is responsible for this change from beginner to amateur?
Have you set up a plan for the new year, with an influx of new golfers, or do you wait to see where the dice land?
The R&A have launched an initiative #FOREeveryone to drive inclusivity. Read the article to see how it can help you.
Here is a model for the golf industry that will show golfers the value of lessons and equipment, read the article to see how you can apply this model.
Seeking to understand the golfer not only means they are more likely to ‘like’ you, it also means you’re likely to be able to learn what the emotional connection the golfer has to the game.
Using the 6 principles of persuasion, reciprocity is an incredible tool to help get your golfers to engage with you more. Read the article to see how.
Take a look at how you can use the science of persuasion to promote a 'Break 85' program.
Have you tried promoting a “Break 85” program via an email and social posts? See how this program can be used to your benefit by reading the article.
When you are trying to work with someone to get them into a course, they will need the right motivation to stay, this motivation is the value of the course. A person won't stay committed if they cannot see the value, that's why you must show them that value. Read this article to see how.
Let's try understand how we can change our thinking and marketing to focus on the WHY by doing some role play. Looking at the fitness industry, where does "I want to lose weight" sit?
A lot of marketing for golf clubs revolves around the what, when we should be focusing on the value, or the WHY, as told by Simon Sinek. Take a look at this article to see how you can change your thinking around marketing and focus on the why.
When dealing with golfers who seem content with their game and play with their friends, are you looking at ways to guide them to better golf, or dismissing the development as an option?
When pricing your lessons, are you pricing them with the value being the lessons, or the deal?
When setting up your coaching programs, your golfers don't want to come in for the lesson, they are attracted by something else, and that something else is the value of that lesson.
We all understand the relation of value to price for Christmas decorations, however, how do you put a price and value to the service of helping a player break 85?
When looking at how you should price your services, what procedure do you think the consumer would prefer?
You have a golfer who needs lessons to reach their golfing goals, but how do you determine the cost? Read the article as we begin the journey.
With many retailers placing focus on making Low-Margin, High-Volume sales, you could be working towards making sales in High-Margin, High-Volume products and create sales momentum. Read this article to see how.
As the Christmas season approaches, this could be your opportunity to sell those high-value items that are more difficult to sell, see how by reading the article.
Your services have more value than being discounted. See how you can take advantage of the value of your services.
Are you looking for something special for the Black Friday / Cyber Monday promotions? Have you considered making that weekend a Black Friday Golf Festival? Read the article and see how you can change the game.
With Black Friday / Cyber Monday promotions, have you set your objectives for those promotions? See how your objectives should be influencing your promotions by reading this article.
As we approach our promotion period, remember that you have an opportunity that normal retailers don't - Gamification! See how you can use gamification to help build your community and reach your sales goals by reading this article.
AI is changing the whole way the mass-market retailers are starting to look at promotions. Read this article to see how AI can help you.
As more and more on-course retailers and academies participate in the Black Friday/Cyber Monday ‘festival’, do you go all in and set up a plan for it? Read the article to find out what we mean.
After such a strange year, we are approaching the holiday period. The real questions are, how prepared are you for it and what are your plans?
Establishing your role at your golf club is the key to how you are paid, and that role is understand how you will use Active Customer Management to do a better job of retaining new golfers. We have a template on just how to establish this role. Read this article to find out how.
When you run events, you must keep in mind that events don't have to just be for your frequent and good players. Read this article to see how you can spread the love.
As Black Friday and Cyber Monday approaches, is it worthwhile running promotions for these events? If so, what are the objectives of running promotions for these two days. Read this article and see how important objectives are for promotions.
Speaking to your golfers, old and new, will give you the opportunity to make your quick wins. Find out how you can make those wins by reading this article.
Your role has an impact on how you deliver something that is priceless, the golfers experience. Are you creating a better experience or are you running a golf operation. Read the article to see how this affects your role.
With your consumers right in front of you, you can find out exactly what they need or want to improve their golfing experience. Use that huge advantage to your advantage.
Now is the best time to ask your golfers about their experiences on the course.
David Lorentz from the National Golf Foundation gives us some crucial advice regarding getting ex-golfers out on the course again. Read the article to find out what it is.
Returning golfers tend to focus on the cost playing golf, but that's why we must ask a follow up question.
An area you can focus on to help retain golfers is their experience, but how do you find out about their experience?
A customer care model could be all you need to help retain those new golfers.
Retaining these new customers can often come down to a single point, and it has to do with their environment. Find out what we mean by reading the article.
In order to understand how we can retain these new customers, there are three areas we can look at to help us do a better job. Find out what they are by reading this article.
With everything changing around us, it is important to understand how these external factors can help you retain these new customers.
With the focus on retaining the new golfers, we tend to focus on what we need to do, but we tend to lose focus on the most important point. Read this article for more information.
With the influx of new golfers, who has the responsibility to increase the retention of these golfers?
Marketing is always based on the golfer. It’s about a human being and how they feel about the game.
Your relationships with your golfers will be the edge you need to overcome your challenges.
Although read rates and click rates are important, are you joining the right dots to create more engagements with your readers?
Building your relationship with your golfers is as easy as starting a conversation through experience.
Take a look at this list and see what you are doing, and what you could do more to help reach your goals as a retailer.
As the expert in your field, you should be reaching out to your golfers to provide them with guidance.
With the use of 'customer data' a hot topic right now, should we be using customer data better?
What is your responsibility as an influencer?
Does “influencing” a golfer to upgrade their driver challenge an ethical boundary?
You have the opportunity to influence hundreds to thousands of golfers, how are you meant to influence them?
Inspire your members with marketing that is 'priceless'
In the age of miss-information, that ‘expertise’ or ‘testimony’ has become more critical than ever before.
Our customers are evolving, and we see that sales are no longer about the product. 97 wedges in just 21 days. Find out more here.
COVID didn’t change the world. It had already changed, and you stand to benefit from it.
So here’s a statistic we’ve got from 10 years of connecting more golfers to their expert-guide.
Think about how your content can reach that base of the pyramid and the types of content that will get them excited about improving their game.
It is important for your content to appeal to the 60+% of golfers who aren’t at the top of the pyramid.
Communication often focuses on Barry Brand, Larry League, and Ambitious Andy, but what about Monthly Mark and Cheerful Carla?
Does segmentation mean we should segment our database, or should we rather focus on our proposition for the various segments within our membership?
The PGA Jr League have been using this funnel for years already with the LTADM model
The upside down pyramid turns into a funnel as we move further down towards the tipping point.
How many of your events on the calendar can benefit your lady golfers?
Creating fun and social events optimises the upside-down pyramid, because no-one wants to miss out
We know that we need to keep everyone in mind when running a club, but not everyone may want to conform to Traditional Teds' imposed constraints.
Celebrating ALL your golfers. If we can think like this, then everyone wins in our industry.
Change the way you look at your golfers, and the flood will continue.
Don't let pyramid thinking inhibit your view of the flood of rounds we are experiencing.
In so many different ways, golf operates on a ‘pyramid’ status model. Where are the surge in rounds coming from at the moment?
Your members live in a world changing dramatically, and that is opening up opportunities that you can exploit.
With some people reclaiming 12-15 hours of free personal time, now is the time to reach out to them.
Time is the most precious commodity for working parents, how can you provide value for them?
The world we live in today is drastically changing. Your golfers might have an extra 240 minutes per day… what are you doing with them?
Have you thought about how your golfers have changed over the years, and more importantly, now?
We can learn so much from Ken Morton, Sr. He showed us personally how Active Customer Management made a difference.
Aligning your goals and activities with your instructional staff is more important than you think.
The engine of growth in the golfing industry lies on the PGA Professional, find out how by reading more.
Mike O'Donnell reminds us that Coaching is NOT Player Development
Running a seemingly unusual event could be the turning point your club needs.
Ryan Kennedy has the recipe to member retention.
Peter Myers and Michael Heisterkamp have led the way in using viral marketing to gain memberships
21 wedges and several short-game coaching programs by putting the equipment in the hands of golfers. Learn more.
Scott's Active Customer Management system guided our mode. Thank you Scott! Read more here.
If we understand the potential of a PGA Professional, the opportunity for golf is enormous.
Signal VS Noise, The Science of Persuasion and the Oil and Gas industry… It all comes together.
Make the most from your marketing opportunities. Uninterrupted face to face time with a potential client.
Do you feel like you have the knowledge to deliver more members to the club?
If you were asked how you would increase membership at the club, what is your plan of action?
Do golf Pros make all the difference, or are we looking at the business of golf from the wrong perspective?
Has the 'business of golf' forgotten what their main asset is, as well as how to best nurture that asset?
The Oil and Gas industry are not so different from the golf industry after all. Find out how the comparison can help you understand the ‘business of golf’ even better.
How is the Oil and Gas industry different from the golf industry and how should we think about being ‘business experts’?
What exactly does this phrase mean to you? Read the article and please share your understanding of the phrase.
Mike Johnston converted 18 golfers into 23 future engagements; coaching, fitting, accompanied play, etc. Most importantly, those 23 future engagements don’t just serve as engagements, they enhance …….. do you know it? Find out below
How a 3-minute engagement from behind the counter, versus a 3-minute engagement on the range, can make the world of difference. Learn more about Lovemarks and how respect and love can enhance your business.
Jennifer Bermingham and her team at Coto de Caza created spectacular results in a matter of just a few hours. Read the full story below
The online world is full of value, however, the impact you can make in real life is incredible. Just take a look at the numbers below!
They all need business just as you do yourself. You just happen to have lots of customers right in front of you on most weekends, but how do you take advantage of it?
We see two categories of content scheduled by professionals. One category outperforms the other. Which category are you in?
Rank from 1-10 the items that will inspire your golfers the most. Education yourself and take this little exercise
Golfers don’t magically show up wanting to improve. They have been inspired by someone or something. If we as an industry can embrace that thinking and start to inspire - you will see a positive change to your business. Read more below
If you want to grow your business, you need a clear strategy and a vision. In order to achieve that, you need to answer some powerful questions. See them below.
To grow your business, you need to understand your sales funnel. What does yours look like?
"Understaffed", "more customers", "not enough time". We hear it and we feel you! In golf, operations are mandatory and necessary in order to run a golf club. Successful businesses also have operations, however, they also have business development.
Today, the word ’survive’ has multiple perspectives. As it relates to COVID but also as it relates to your financial position. We hope for the best and aims to have the industry understand the value you deliver in order for you to survive and thrive. Read more below
Golf is back and golf is pumping. You got more work to do and less staff to do it, however, you mustn’t forget about your golfers. Be cautioned not to forget about them.
No-one is having it easy in these times. We urge you to please keep going. Please don’t stop but rather reflect on the changes and start asking yourself the right questions. Find them below
Please know that our thoughts are with you, and if there is anything we can do, please let us know.
The initial response to a consumer enquiry makes a huge difference to conversions. Learn how to master the initial response. Watch the video now….
The last two principles of Dr. Cialdini’s 6 principles of persuasion. Principles that have been used for the last 60 years and are embraced by companies in our physical world (face-to-face and Digital) to grow and be successful.
Another two principles of persuasion. Influence, inspire, and persuade your community to see you as their expert guide. Read the article below
Dr. Robert Cialdini wrote the 6 principles of persuasion 40 years ago. The principles are relevant today and utilized by successful companies and individuals in both the physical and online world.
Do you believe you have to be a salesperson in order to be successful? We don’t. Check below how to maximize your business and don’t feel like being a sales person.
Together, we can create the most powerful sports model and it all starts with YOU. The only question that remains: ‘are you ready?’. Read the full article below
The statistics speak for themselves. See below how 10,000 PGA Professionals could affect the industry. From sales to vendor relationships. We have an opportunity ahead of us. Go grab it
Could you and your network help save golf in your region or even in your country? You might not think so, however, there might be a solution if we all come together. Read the article and find out how
How could you possibly generate 250.000 rounds in just one day? The math is very simple. Read below to find out how.
Imagine if all professionals had a network of 500 golfers, how many would that be? In the world, in your country, or even in your city? The power of a network is your greatest opportunity.
The influence you have impacts the entire golf club and the bottom line. As a General Manager, Director of Golf, Head Professional, or Assistant, please take a few minutes to see how you could influence your club and your community.
How large is your network? How much control do you have over that network? Important questions to answer. Read more below
The physical and digital world has been combined to a new word: ‘Phygital’. How is your ‘Phygital’ world looking? Learn more below.
What are your plans for the next three months? Is it back to ‘NORMAL’ os is it back to a ’NEW FUTURE’? Don’t close your eyes - opportunities are right in front of you. Read the full article below.
The world is changing and so is consumer behavior. In order to effectively communicate with your community, you need to understand them. As their personal guide, you deliver more value than what you think. Connect, engage, and create a better future for your community and for yourself.
What human skills do you embrace and what areas might need improvement? Listening, empathy, conceptualization, and many more. Find out more in the article.
In order to sell a ‘journey’, you need to make sure you conceptualize it. Read more below
Are you seen as ’the golf coach’ or are you seen as ’the expert guide’? A coach tends to solve challenges in the moment; an expert guide tends to create lifetime journeys for their customers. Who are you? And who would you rather be? Read below to find out more.
As a Golf Professional, your ’sales funnel’ looks slightly different. Once you understand how it looks, your conversations with your community will become so much more valuable to them. Find YOUR funnel in the article.
If you want to sell sand wedges, what do you do? Are you standing behind the counter or are you in the bunker with the golfers? Where is your focus? Read more below.
Some questions are better than others. Check below to find out what questions to ask to enhance your engagement opportunities
The tipping scale is tipping in your favor! Make sure you understand your advantage and how you are in favor of the consumer. Don’t wait, read it NOW…
Today’s Thoughtful Friday on a Wednesday challenges you to answer the most important questions. The correct answers will tip the scale in your favour. Read more below…
On-course retailers NOW have more influence than ever. Read the article and find out how you can embrace more influence over your consumers.
The post-coved consumers want one-to-one. They want safety, comfort, and personalization. And no-one does a better job of creating very personal experiences. NOW is your chance. Create engagements and record sales, but don’t wait for it to happen. Grab the opportunity that lies in front of you.
This article features Las Colinas Country Club in Texas. A Professional team that picked up the Thoughtful Friday idea from two weeks ago. How embracing members and using their human skills have created multiple engagements, lessons and established a vibrant community. Read the full article below… this could easily be you, your team and your club.
Social media can be a ’noisy’ forum, yet effective. The important question becomes: do you track your conversion from your posts or do you post 'just to post’? Social media is such a powerful tool when used correctly. Follow our Thoughtful Friday articles to learn more.
Members and golfers don’t want lessons. It’s a commonly used phrase. If you don’t change your perspective and mindset that statement will forever be true. However, if you manage to change your mindset and approach, you will see your lessons increase. Contact us for more information. #beaconofhope
If you had to change your title, what would it say and why? Read the article and see how other professionals have done it. It will help inspire curiosity and attract engagements. #beaconofhope
If you had to change your title, what would it say and why? Read the article and see how other professionals have done it? It will help inspire curiosity and attract engagements. #beaconofhope
How would identify yourself on the scale? Are you the coach that sticks to good old processes and procedures? Or are you the coach who has adapted to the new more modern coaching? The ’New Normal’ requires new thinking and no time better to reflect and adapt than now.
Pecanwood Country Club generated ZAR 20.000 in just 3 days. The Special Mail below generated the outcome alongside a very engaging and proactive team. Let us help you achieve the same.
Do you know where your members fall on this graph? More importantly, do you know where they want to be on the graph? If you do, creating the correct journey for individuals should be easy… check below and become the expert guide your members and golfers are looking for.
'Operation 36', ’She Loves Golf´, and ’Stepping Stones’ are all highly successful programs but why? They have a clear and concise message and outlines the journey. Do you have that? Read more below to find out.
This pandemic has caused lots of uncertainty, no clear vision for the future, and tons of worries. Behavioral scientists believe that human connection, active outreach, and local communities will be strong forces moving forward. Read below for more information.
As an industry, we are maybe facing the greatest opportunity ever. Parents, employees, families, juniors, retirees etc.; they ALL want human connections, they all want to have fun and they all want the fresh air and activity. Golf provides them all of the above. The only question that remains is: ‘are you ready’?
How would you answer if a parent asked you: ‘I have two children; six and eight; are they too young to get into golf?’ A question you might think is easy to answer, yet do you have the answer that turns you into the expert guide; a guide that parents want their children to be around?
If not, please look into it. The American Development Model will help educate you to become the expert guide for ALL golfers at ALL skill levels at ALL ages. Get your certificate and become an expert guide. A guide your members and golfers want to see.
EOGA is thinking outside the box. They are creating an opportunity for their members and golfers to teach a non-golfer the golf swing. 8 lucky winners will receive fantastic prizes. Watch the first video and read the full article! #beaconofhope
Listening has never been more important. Read below and become a better listener and generate more engagements.
Move from transactional relationships to lifetime relationships by encompassing a few human skills. Learn more and read the full article below.

Sell golf bags NOW!

Have someone film you going through ALL the features of the golf bag. Open all pockets and storage rooms etc… and then have them contact you to buy. It was an idea given to the NZ PGA Professionals a few weeks ago… they all said it worked, and one pro sold 12 bags in just 10 days!
An iron transaction should have a journey. Check below to see if you do it this way or if you could implement some of the ideas in your daily operations.
Is a purchase in the shop simply a ‘purchase’ or is it your opportunity to create a journey? In each transaction lies opportunities for you - but have you spotted the opportunities? Read below to get a better insight…

Golf Day Discount for Charities

A golf club in New Zealand is offering a Golf Day discount to any charity organization or initiative that contributes to local people impacted by the current crisis. They go above and beyond and care for their entire community. You can do the same and support your local community. #beaconofhope

Putting the member first

A club in New Zealand is running a #membersfirst program. Any member with a personal business that has been impacted by the lockdown, can use the club communication to remind members of their business at no advertising charge. A true #beaconofhope club that it putting the members first.
Now more than ever, our human skills are crucial. Building relationships, understand emotional intelligence, and engage with members or golfers. Please do yourself a favor and watch the webinar where Ian James, CEO at RetailTribe talks about human skills. Watch below …
Of course you are! Yet, do you focus on the objectives of being a successful guide and creating journeys for your golfers? Keep reading and position yourself as the expert guide. It will allow you to create a vibrant and active community. A #beaconofhope

Keeping a smile on her community

Dee McCullagh is sharing warm and safe stories to keep a smile on the faces of her customers. Every day she posts fun pictures of her community practicing social distancing and having fun on the golf course. Empathy, care and safety all at once. A true #beaconofhope
If you haven’t already, now is the perfect time to let your membership and your golfers know that you are their expert guide, you are their servant leader. Establishing yourself as that person will allow you to take your club, your coaching, and your relationships with your golfers to the next level. Read below and become their expert guide.

Which bunker am I?

Here is a fun competition. Every day Alan White at Lanark Golf Club will take a picture of a bunker on the course. His community needs to guess which hole the bunker is on. He is keeping his community engaged and reminding them about their beautiful course.
’The New Normal’ requires new thinking resulting in new opportunities. This webinar will allow you to take a step back, think about how you do certain things and how to approach the future with an opportunistic mindset. Watch the entire webinar NOW.
Investing time in learning how to communicate the ‘why’ will be fruitful and help you build a vibrant, loyal, and connected community. Read another great tip for Thoughtful Friday below…

Adding NEW members during COVID

These difficult times don’t make it easier to add new members, yet it is possible and now is the perfect time. Follow up on old leads and build relationships. Matt Davis at Whangarei Golf Club has managed to add 2 new members. He built the relationship three months ago and has now managed to rekindle the communication and added 2 new members to his community.
A great example of how Somerset West Golf Club has created an at-home 18 hole fun competition including other fun challenges. Check the full article below.
Mark, an assistant professional at Eastlake GC, has been stuck in Thailand for 5 weeks. His story has been shared with the Eastlake GC community. The story generates an emotional connection and lots of fun! Storytelling is powerful and sharing personal stories from within your community will elevate the activity and engagement; a vibrant community. Start sharing your personal stories.
You just need 3 coins and a putter. Check out this simple drill below from Kyle Schumacher at TPC River’s Bend.
If you haven’t already, now is the time to create your introduction video. It will help inspire and connect you with your community. Check below ‘how’ we suggest you create your own introduction video.
Ali Orchard from Surfers Paradise in Australia just created a memory for life for her student! Her student broke 80 for the first time ever after a single online lesson with her. You can do the same for your community. Create unforgettable memories, yet more importantly, loyalty. #beaconofhope

Read the full newsletter below. It is very inspirational!
Matt Schofield is a #beaconofhope. One simple question on his Facebook page created 36 responses. 36 opportunities to engage. The next day he asked another; “How many people play golf in your bubble?” 38 comments… It can be this simple. Check his Facebook page below!
Have you created your video for your members yet? The last component is the promise of a better future. A better ’new normal’. Read the full article for detailed information on how to create your video for your community. Be a #beaconofhope
Morne Botha at Pecanwood Golf and Country Club took his shop to his house and went 'LIVE'. He went through every item from the shop and explained the benefits of how it will make someone play and feel better. This virtual method resulted in sales they wouldn't have received otherwise.
The professional team at Lanark GC has included their community in a fun weekly questionnaire. This week the golfers had to pick their favorite hole and next week is about which hole is the toughest… It keeps the conversation going. Read the full article below...
Using the correct techniques in your communication will drastically boost your commitment and conversion rate. Watch the video and learn ‘All about the WHY’. The 'new normal' requires a new way of thinking.
Michael Henning started sharing inspirational ‘at-home’ golf videos for his golfers. In just 2 weeks he has had more than 3442 views. 3442 opportunities to engage and connect with his community. A true #beaconofhope.

Watch the video and check his YouTube channel!
Check below how a ladder and a little space can help your golfers improve their chipping and generate coaching leads for you.
Would it be the alcohol that attracted your ladies or gentlemen to join an introductory program, OR is it the subliminal understanding that barriers would be dropped and fun connections easier to make? Read more below…
With a creative mindset, anything is possible. Check below how members are staying active at home while enjoying a good laugh. Stellenbosch GC is sharing positive and inspirational stories to connect and socialize their membership. #beaconofhope
How do you communicate with your members, your community? Is it a video, is it text and what do you say? Read more below…
It can be fun, engaging and inspiring all at once. Check below to see how Trevor Goplin at the Derrick Club does it.
A phone, 1 minute and a personal message that you care and miss your golfers. Sometimes that is all that’s needed to stay engaged with your community during these difficult times. Check out this video from Cam Jones, a PGA professional in New Zealand. He is a #beaconofhope.
How would you influence parents to introduce golf to their children? We have listed the 'common' communication and our suggested communication. Please take a look and decide for yourself. How you are going to communicate moving forward? Read the full article below…
How would you introduce yourself to a stranger? Would it be along the lines of: 'I am PGA coach with 5 years experience’ or would it be something different? Read more to find out how to effectively communicate and gain more influence over your customers.

Online raffle to support staff

Watch the video below to see how the Director of Golf at Stellenbosch GC, Louis Destroo, hosted their online raffle. The main prize; membership for a year. Simple and effective, yet EXTREMELY engaging and a great way to raise money for the staff.
Building stronger golf communities is much more than just golf. It is about being real and being authentic. Watch the video and read the full article to see how the GM at Kloof Country Club herself, Pam Mayberry, created a virtual bake-off in her community. #beaconofhope
Golf course maintenance can be difficult during these times, yet Paarl Golf Club had an idea. They allowed their membership to take care of their golf course. More exactly, how they can adopt a green. Read the full article below...
Who said golf had to be 4-5 hours and 18 regular holes? Read more for thoughts and ideas for how ’the new normal’ could look like…
I start to wonder: why would anyone go to the gym before or after work, when they could get 45 minutes in, hitting golf shots and having fun with a few friends while exercising? Read the entire article below…
Neil Marr is showing you how online coaching can be done. He provides professional guidance to his community for a small fee and donates half to the Intensive Care Unit. A true #beaconofhope for his community. You can do the same. Read the full article below...
All you need to do is; design the game, highlight the rules and share the challenge. Let the fun at home begin. Read more below…
Southbroom is engaging their entire community by sharing memories, family pictures, and golf tips - the feedback they have received has been overwhelming. Furthermore, they are promoting small communities within the Southbroom community; highlighting how supermarkets are supporting with fresh meals and take-aways to make shopping easier. #beaconofhope
In difficult times, we come together, even if it is online! Randpark Club is hosting a ‘Virtual Captain’s Charity Draw’ where 50% of the entrance fee will go to charities and the other 50% will be divided between the lucky winners from their community. Engaging, inspirational and fun. #beaconofhope
As a collective group, you have to be impressed with the innovation shown by many PGA Professionals in this challenging time. We don’t know how our 'new normal' will look like, yet should we think about carrying this innovation forward? Let’s reimagine the future and be the next generations #beaconofhope
Easter will be different this year. However, at TPC River’s Bend they are still in the Easter spirit. Every day they are going to post a picture and are having a virtual egg hunting competition. The member who finds the most ‘online eggs’ at the end of the week, wins.
Golf bowling can become your next quarantine game. Not only is it fun for the family at home, but it allows you to check up on their putting stroke.
If you could influence 50 golfers to play more golf once this pandemic is all over, how would that influence your business? Read the articles from the entire week and see how you can become a #beaconofhope and connect with your community.
Yesterday we asked you to consider three different retail packages for home setup: Basic, Gold and Platinum. But what if there was something to add to make it even better?… read the full article below

The newest picture of the day

Alan White at Lanark GC has started a movement. Every day he is posting a picture of what his members can look forward to when they return. The newest picture is with seven of his members and the Ryder Cup trophy.

It will remind everyone about WHY they are a part of the Lanark GC community and offer everyone the opportunity to send THEIR best photo of the club. #beaconofhope

Quarantine Webinar Series

Garret and Gideon at Skokie Country Club are bringing some positivity into their golfers' homes. They are starting a webinar series with the first one being on Saturday. They are going to debunk putting myths and reveal truths.

Additionally, they will record it and send it to all members afterward
Continuing our thoughts on how to monetize your relationship with 50 golfers… read the article below to pick up ideas. #beaconofhope
Another fun challenge by Tim Hall. All you need is a bucket and a bit of space. As an incentive, the winner receives a nice prize..
Here's another great challenge that’s fun and exciting. All you need is 1 ball, 5 tees, and a carpet or mat. A 'live' leaderboard as well… Check the video below.
How many golfers could you get into a subscription model? Read the article for more information and what you could include... Be a gamechanger and your community’s #beaconofhope

Turn your restaurant into a Marketplace

With operation being shut down and closed, if your facility is still allowed to support and sell groceries; why not create your own little marketplace? It will bring your members back to the clubhouse. Additionally, it will symbolize empathy and promote that you care for your members. Be your community’s #beaconofhope
USKids Golf Academy at Balmoral Woods has designed a creative contest for their junior golfers. Check the video below to see how they stay connected with their juniors and families. Let your juniors have fun and start a contest yourself. #beaconofhope
Bill Abrams is going ‘LIVE’ online. Bill is utilizing the broadcast system to promote his online live clinics to stay connected. He had 100 golfers tune in over the weekend. Bill is a #beaconofhope in his community; you can do the same.
Coaching, retail, member rounds, member spend and retention; how much influence do you have over these categories with a golfer?
If you are managing the journeys of just 50 golfers, then you are
managing (in the US) at least 5 million dollars worth of customer asset value. Think about that...
Graeme Whale @ the Golf Whisperer has launched his 20 Day Golf Program. Each day has a different theme and it will allow the members to engage with Graeme for support or guidance. #beaconofhope
Metropolitan Golf Club has embraced storytelling. A weekly comical story from the members themselves will be shared with their community to share positivity and joy during these difficult times. You can do the same!

Click below to see exactly how they have done it…
Las Colinas Country Club has taken the extra step to become the beacon of hope in their community. Family Packages To-Go are now available. Click on the link below to watch how they do it! Be your community's beacon of hope and support your members / golfers during these difficult times.
A transaction might get you $20 NOW. But building a relationship can get you $100,000 over a lifetime. Put the customer first. Figure out WHAT THEY WANT. That’s the REAL transaction.

Read the full article below…
One engagement with a golfer is NOT a ‘Journey’. A'Journey' is for LIFE… read the entire article on how you become the expert guide in your community.
For the juniors in your community - they will love this idea and be able to spend hours practicing! Share this with your community and be the #beaconofhope. Read the article to see how exactly to run this…

Be in it to win it - putting contest

Richard Conwell at Shorewood Country Club has started an ONLINE contest. If anyone from his community can make 10 putts IN A ROW from 5 feet and catches it all on video - he will award them with a sleeve of golf balls.

Even the smallest gesture will have an enormous impact during this time and on top of that, it will make your golfers better putters!
Can your golfers still drop their clubs off or could you even do a social safe distance lie angle check? Read the entire article below...
Michael Balderstone from Balderstone Sports Institute is showing his community how to train from home. You can do the same. Be the Beacon of Hope in your community and help your golfers get ready for the season. Read Michael's special mail below...

Game Night and Golf

Who said a family game night and indoor golf couldn’t be combined? Phillip Eyre has done just that! He has provided the idea of how to play the beloved Tic-Tac-Toe using a golf ball and a putter! Additionally, he has asked his community to share family pictures from their game night so the entire Hollow Brook Family can stay connected and socially engaged in these difficult times.

Be the Beacon of Hope in your community and spread the joy.
Experience how effective and caring a personal call from you, their professional, can be for your members. They absolutely LOVE it, yet you want to make sure you ask the right questions… read below and experience how it all started for Matt Anzalone, Director of Golf at Gainey Ranch Country Club, when he started asking the right questions.
Apart from Face to Face communication, storytelling is the most powerful marketing tool and no one does it better than Dale Hayes. In a time with no golf tournaments to report on, Dale is a Beacon of Hope to his readers and his community. He shares exciting golf stories that promote positivity and joy.

Take a look at his Golf Chat this week. Maybe even start your own?

Indoor Tips & Drills

Phil Eyre at Hollow brook Golf Club has started a series of indoor putting tips and drills with his community. A welcome distraction for his golfers during these difficult times.
Not allowed to have people at the Prizegiving? No problem! Kevin at Pecanwood does it over video. Check out his innovative and FUN way of presenting it.
There is no better time to build strong and loyal relationships. Relationships have an impact on retention and activation as long as you reach out to the 'correct' people. To find out who they are… read below. Be proactive, take control, now is the time.

Let's get creative… DIY Home Holes!

DIY and create a hole in your garden or home. Promote the short game and share a few tips on how to become a short game wizard - it will inspire your members and golfers to create a hole themselves and start practicing. Promote the opportunity for online short game programs and classes in order to support your community.

The communication to your community could be: 'Let's see how creative you can get and send me a video of your ‘home’ short game?'

We all still want to see it drop…

Have you all seen the cups being lifted out the hole and when you touch it it’s considered holed? Imagine you are about to get your first hole-in-one and that happens… Devastating for the golfer!

Mount Edgecombe Country Club suggested this simple idea to help the courses that are still open. Cut a piece of PVC pipe and place the flagstick through it. The ball still drops in the hole but it makes it much easier to pick the ball out with only two fingers.

Is there a better time to clean your clubs?

Some, or in worst-case scenario, ALL of your golfers and members might be stuck at home. What better time to give their clubs a proper clean & polish. Why not shoot a video on how to best clean a club (see example above)? Afterward, ask your community to share a pic of their shining clubs and grips and in return, you’ll give them a free lie angle check.

An easy way to keep engaging with your community in these difficult times.

Keep engaging… even when your course is closed.

Jay Mull at St Clair Country Club keeps his members updated with frequent video updates. With the course being closed they took advantage of doing some maintenance work. Jay simply shares those course updates in quick 2 minute videos.

Short videos keep your members & golfers engaged and inspired to hit the course when it opens.

Daily Shop Specials

Send a broadcast every day with a different offer. Members & golfers can then email you to buy the item and you put it aside for them to pick up when the club opens again. It keeps the cash flow going and creates an online shopping experience.
Is your shop closed or very low on customers coming to the shop? Create a page ONLINE with all your items so people can enquire about it whilst sitting at home. Michael Henning at Worthing Golf Club did just that. Take a look here.

Walking Leagues

John Barret at TPC Sugarloaf is introducing a daily 9-hole Walking League. Everyone that comes out and walks 9 holes during the day can hand in their scorecard with their score. He has a daily leaderboard and a running order of merit.

Beat the Cabin Fever

Communicate with your golfers that your practice facilities are open and that it is a good idea to come out and work on their game during this time. You can also offer time frames when you or your coaches will be on the practice ground to provide tips.
Kyle Morris at The Golf Room in Ohio is ahead of the curve. First of all, go follow 'The Golf Room' on Instagram and Facebook. His ideas are innovative and it’s all about the customer.
A brilliant idea is ‘FaceTime me coaching’. Watch it below.
Nick Muller is a beacon of hope at The Country Club of Lincoln. Posting a short video like the below to explain the current situation at the club, showing the golf course is a safe place to be, makes all the difference to the community.

If you any ideas, stories or innovative initiatives that you would like to share with other Golf Clubs and Professionals around the world, we would love to hear from you. 

Let us support each other and get through this together.