Jane Carter Golf Unlimited. What do we know? Supply and demand means: You need to look after the...
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Transcript of Jane Carter Golf Unlimited. What do we know? Supply and demand means: You need to look after the...
Why should people bother to buy from you when they can buy from the competition?
Jane CarterGolf Unlimited
What do we know?Supply and demand means:
You need to look after the customers you have
You need to ask for the business!2000 golf clubs- 1500 competing in
the same ‘space’Being different is tough- or is it?
Club A v Club B
What makes the real difference?
How are clubs winning business from you?They are:-
Actively and consistently marketing and sellingOffering great customer serviceTaking care of their customers before, during
and after the sale Members- retention plans Visitors- keeping in touch Societies- keeping touch and saying thank you
So make 2016 the year you start to win your fair
share of the business........
Getting Inside your customers’ heads?Where are your competitors coming up
short?What do golfers want that is better? Can you
offer it?Identify your best ‘crowds’ and target your
offerBusinessGame improversWomenGolf societies
You get known for what you doSo what is your golf club known for?Is it the right stuff?
Warm welcomeServiceFoodGreat golf courseSaying thank youInviting them back
What the customer thinks matters more than you imagine Customers matter! Members are customers!Knowing what they think about you will
matters even moreDo a customer survey and ask the most
important question of all..........
Take a free handout!
Don’t compete on price95% of people don’t buy on price no matter
what they sayYou are in the entertainment business- don’t
sell a commodityWhen was the last time you put your prices
up?
Ask for the businessBoring....but data, data, data
5% of customers leave us because they die5% of customers leave us because they ‘die’
gracefully, (move on, give up golf)65% move on because someone else has
asked for the business...... and they are indifferent to you
Commit to collecting data and start using it effectively
Make it easy for people to buy from youIt’s a connected worldSmartphone usage growing at an incredible
rate- 25-35 year olds!Online booking will be the industry norm-
whether we like it or notIf you are in the third party ‘space’, make
sure you are offering the same customer booking journey
Create a resource and time budget for your marketing activityGolf is a great game-but we don’t sell it
How does sales and marketing feature and operate in your business? Do they?
Marketing doesn’t just happenCommit time, resource and money- and have a plan!
Remember the ‘Power of One’ People take up the game because someone
suggests itPeople join a club because someone
recommends itPeople play more frequently because someone
invited themIf every ‘1’ brought you ‘1’ more……..
Harness the ‘power of one’Existing customers are the most powerful
form of marketing we have………..Do you ask them to find you business?Examine every aspect of your marketing and start
with the customers you have Member get member Visitors – ‘forward to a friend’Group organisers- money off vouchers
But you need to know who they are- DATA
Make 2016 the year you ‘just do it’
Because if you don’t, your competitors will
be.......