Sunday, February 28, 2010

Update/Upcoming since Orlando

My friend Ann Liguori is a renown sports talk show host for radio and television, WFAN Radio's golf correspondent, author of “A passion for Golf” and President of Ann Liguori Productions, Inc.

Ann’s book is a collection of interviews Ann conducted on the golf course, with legends in sports, entertainment and business, talking about their success stories, their passion for golf and what they bring from their careers to the sport. Be sure to take a look at Ann's blog on issues in sports and in golf in particular at There is also a link in Sites to Visit on the right.

As WFAN Radio's expert golf correspondent covering the Majors, Ann has sponsorship opportunities associated with her live reports on WFAN Radio from the most prestigious golf venues in the world.
For more information, you can email Ann at innerview@aolcom.

The Winning Golf Culture” manual has been well received as have the service seminars that I have been conducting with the staffs at the clubs I work with. If you believe that people do business with people they like you will enjoy this read and for the price of a knit shirt possibly increase your business and enhance the reputation of your facility. Below is some of the typical feedback.

"Your manual is spot on!!!!! As I pursue my re entry into the golf professional ranks, your manual will become a topic at every staff meeting.Anticipating other's needs is so important and your manual expresses that mind set in several ways! Keep reminding us, Please!"

Greg Lecker
PGA professional

"I just finished reading The Winning Golf Culture handbook. The manual is very well written and inspiring. Many of the stories and ideas that Craig shares are simple and thought provoking, yet sometimes ignored at many clubs. Our members will definitely benefit from applying the simple tools explained in the manual. I have already given the handbook to my new Assistants and Outside Services Director to read. With a new staff this season, now is the perfect time to create a new 'CULTURE' at our club. This is a must read for any club that is serious about taking service to the next level."

Eddie Suchora
Head Golf Professional
Park CC

"Mr. Kirchner has a unique understanding of the golf industry and the challenges that it presents. More importantly he has proven that he has solutions to those challenges…..' The Winning Golf Culture' is a thought provoking road map for any professional looking to take their operation to the next level. No matter if you are just beginning your career or are a veteran, you are sure to have a notepad filled with ideas and new challenges for yourself and your staff.”

Christopher Kenney, PGA
Head Golf Professional
The Patterson Club

In the coming months I want to discuss "private label" and the benefits of building your own brand. I'm excited about previewing "Epic fabrication and the new rain-wear. Some of the other articles planned are a detailed primer on the importance of “count and fill” categories in the shop and a report on Antas Apparel and servicing members/regulars with an alternative way to buy incredible slacks.

Sunday, February 7, 2010

The Winning Golf Culture

Since making the Merchandise Buy Plan Guide available in July of 2009 I have had a number of requests to offer a manual of service and sales advice for those clubs attempting to raise the bar regarding staff and facility culture as I do with my clients. I have written a 40 page handbook entitled “The Winning Golf Culture” providing tools and inspiration and taking advantage of the unique relationships that are a fundamental of pro shop retail to help you and your staff move forward in today’s market to wow your customers. It offers techniques employed by professional salespeople from approaching customers to cultivating their future business. The mind set and methods discussed have impressed every shop owner or manager as well the CEO’s and sales managers of companies in the golf industry that I have advised over the years. In the next few months, most shops will be preparing their staff for the coming season making this manual a timely pro-shop management tool as well as an invaluable read for anyone calling on these shops and wanting to help them with their business. Here’s what some leaders in the industry had to say about the manual:

One of the great things about Mr. Kirchner's Service Manual is that Craig shares his successful formulas for success. He does not stand on circumstance, nor hide behind his paid consultancy services with some secret messages. Instead, his easy-to-read booklet reveals his wisdom regarding service, initiative and plain ‘good sense.’ Craig shares his powerful sense of observation with examples of how we all benefit from customer care. We think so highly of his writings that we have made his manual required reading for all our employees...his insights are as useful for vendors as they are for merchants.

Richard White
President & CEO
Imperial Headwear, Inc.

Craig Kirchner’s ‘The Winning Golf Culture – A Service and Sales Manual’ is inspiring to any PGA Professional who desires to take his or her service operation to the ‘next level’. It is one of the best things I have read in 30+ years in the golf business. It will be ‘required reading’ for my staff, present and future. After reading it carefully, it simply makes you want to do a better job providing service to your members and customers. Not only does the manual motivate, but it is enjoyable to read also. From this point forward, my entire staff will look for opportunities to create ‘wow factors’ each day. In the golf business, staff complacency can sometimes set in. Craig. Thank you for the wake-up call.

Dean Hurst, PGA
Bayville Golf Club
Head Golf Professional

Quite simply, Craig Kirchner gets IT! “The Winning Golf Culture” is a road map to a successful Golf Retail Enterprise. Golf Shops in America today are poised to succeed unlike ever before because their members, guests and customers believe and value the Clubs/Shops own Brand. That Brand is the sum of many parts, quite possibly the most compelling being SERVICE. That SERVICE element is completely under the shop’s control….it is the shop’s choice to make it important. Golf facility owners, GM’s, Professionals and Shop Managers can accomplish great things only if they raise the bar of expectations of their shop operations, understand their unique opportunity to compete, and execute as the best retailers in the world do every day. Craig can absolutely help them along that path.

Mark Killeen
Managing Partner
Pima Direct

‘The Winning Golf Culture’ is required reading for anyone in the golf business or the service business period. After reading the manual I feel like I could run a marathon. Craig inspires you with his stories and first hand experiences to be better and better with each customer interaction. His experience and superior knowledge has enlightened our staff and has made us aware that everyone’s WOW factor may be different and that our attitude will influence the desired results and for that we thank him.

John H. Marino
Head Golf Professional
Old Chatham Golf Club

Another home run for Craig Kirchner! This service manual is the blueprint for creating a culture of connection with the customer. Apply these principles and you WILL be more successful. And work will be more fun too.

Buddy Sass
Head Golf Professional
Ocean City Golf Club

The cost for this bound primer is $79.95 including shipping and handling. You can easily purchase it on PayPal (“BUY NOW” button to the right) or send a check to:

Craig R. Kirchner
1610 Stonegate Blvd.
Elkton, Md. 21921

I am confident that this manual will provide your facility an incredibly competitive edge and fresh new outlook and therefore be money well spent.
For group presentations call me at 410-392-0330. I look forward to hearing from you if you have questions or comments at