David Colclough the role of the pga pro in these changing times
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Promoting the role of the PGA Professional in the business of golf David Colclough, MPhil Head of PGA Member Education PGA Advanced Fellow Professional
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Transcript of David Colclough the role of the pga pro in these changing times
Promoting the role of the PGA Professional
in the business of golf
David Colclough, MPhil
Head of PGA Member Education
PGA Advanced Fellow Professional
• “Golf Clubs need to proactively and effectively face up to the challenging economic climate to retain members or attract new golfers......Today, there is a need for joint efforts by industry stakeholders – arguably more so now than at any time in the past two decades.”
(from ‘Golf Participation in Europe 2011’, KPMG, 2012)
• “A closer working strategy between club and Pro will
increase membership and maximise traffic for the Pro Shop.”
(from ‘The Survey of Forward Thinking Golf Clubs’, A4G, 2011)
Recent survey’s .....
The Owners’ View of the PGA Pro
A good PGA Professional
is more important to the golf club
than ever before in driving revenue
Lodewijk Klootwijk , EGCOA Chief Exec & John Weir, UKGCOA Board Member
(PGA (L)earn from the Best Webinar, 2011)
The Owners’ View of the PGA Pro
The fundamentals to being successful remain the same:
• The golf business is driven by Relationship Management
• The PGA Pro is a significant influence on the business success of any club, primarily due to ‘touch points’
• The PGA Pro should be integrated into the golf club structure rather than sitting between the club management and the members
Lodewijk Klootwijk, EGCOA Chief Exec & John Weir, UKGCOA Board Member
(PGA (L)earn from the Best Webinar, 2011)
The Commercial World View
• The Professional’s primary responsibilities:
– Create more golf at the golf club
– Improve golfers so that they enjoy their golf more
The PGA Professional should be a ‘Rainmaker’ for a golf club
– Ian James, Retail Tribe
“Rainmaking”
Inspire
Engage
Convert
Retain
“Rainmaking”
Inspire
Engage
Convert
Retain
Time to reflect.....
What activities do you typically expect
the PGA Professional to undertake
at your club?
2 4
1 3 Task
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Value to the Golf Facility LOW
HI
HI
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Value to the Golf Club LOW
HI
HI
Conducting Coaching sessions that generate
Memberships
Providing Retail Opportunities for Non
members
Providing Retail Opportunities for Members
Providing Coaching Opportunities for Non
members
Providing Coaching Opportunities for Members
Answering phone calls on behalf of the club
Conducting Schools classes link to the
Junior Membership
Keep grounds around the Pro Shop tidy
Green Fee Collection
Managing Buggy fleet
Running competitions
Providing professional insight at meetings
Playing PGA tournaments
Giving exit codes
Changing spikes
Fitting Clubs
Providing a well stocked shop that services members needs
Creating events for non competitive
members
Playing with the club members
Data Capture
Upselling services & products
A theoretical example
A theoretical example
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Value to the Golf Facility LOW
HI
HI
10 key questions
How can the PGA Professional .....
1. Help the recruitment of members to the facility?
2. Encourage retention of current members?
3. Promote guests and visitors to use the facility?
4. Support playing opportunities at the facility e.g.
coaching, social events?
5. Encourage non golfers to use the facility?
6. Aid communication throughout the facility and to promote
the facility?
10 key questions
How can the PGA Professional .....
7. Ensure that they have the right qualifications &
accreditations to work effectively in the facility,
community, etc?
8. Make links with business, schools & other clubs in the
local community?
9. Utilise volunteer/employee involvement at the facility?
10.Help develop golf facility policy?
IDENTIFYING THE ‘RIGHT’ PGA PRO ….FOR YOUR FACILITY
Right Pro, Right Place, Right Time
• What competencies do you require of a PGA Pro(s)?
• What type of facility do you have?
• What are your key business drivers?
1. What are your key business drivers?
2. What type of facility do you have?
3. What competencies do you require of a PGA Pro(s)?
PGA Resources
• PGA Role descriptors
– Strategic, Operational, Marketing, Customer Service, Financial, People Management
• An ‘Industry Guide’ to understanding the structure of PGA Membership & PGA Member Education
www.pga.info
• PGAs’ of Europe
• Golf Stand Occupational descriptors
• 8 roles: – 4 golf pro
– 3 off course
– 1 on course role
www.golf-stand.eu
EU Resources
• The PGA Professional should be working in partnership with their facility, and other employees
• They should be encouraged to use the skills they possess to ......
Summary
