Today, with increased competition, customers are much more discerning than they have ever been and only the retailers who understand this have been able to grow their business. Clubs as well as public courses that don’t provide commendable service, professional salesmanship and an incredibly friendly environment will not be attracting members who want to entertain guests or repeat customers who recommend the facility. Whether the customer has just paid a membership fee or waited in line all night for a tee-time at Beth Page, the days of tolerating dirty shops or rude clerks is history. Customers expect to be acknowledged and engaged in conversation by a friendly, smiling, upbeat staff that has been educated to point out value, features and benefits. They look to be professionally attended to, for product to be attractively displayed and they look to be sold.
The days of the self-service shop with the “hang it up and they will buy it” mentality has deteriorated to “hang it and hope” and the hope isn’t being fulfilled. The consumer, no matter what his station in life, knows how much harder he is working and how much more knowledgeable he has to be to make ends meet and expects similar effort before deciding to get out his wallet. With this as mantra let’s take a look at “pre-servicing” in this posting’s mock staff meeting and retail selling in general in the next.
The introduction by this meeting’s team leader could be something like the following:
“Anytime we know ahead of time someone is going to play our golf course, whether they are driving around the corner, staying at the hotel, booked into a cottage, or part of a group or an outing they are a potential shop customer. Any potential customer can be pre-serviced not pre-sold, we want to talk about offering services that can enhance their experience at our facility. Our staff needs to understand the effort as an important part of the Wow culture. What can we suggest to our “soon to arrive” customers?
The following contact possibilities are discussed:
“Colonel Mustard, this is Katie at the club. You have a group of seven and yourself booked into the cottage in a few weeks. Could we get your guests a shirt and a hat and have them on their bed when they arrive? We have your company logo and could put it on the sleeve of a club logoed shirt. I’d be more than happy to take care of this for you.”
“Professor Plum, this is the shop at XYZ. You’ve booked an outing with us for the weekend of the Fourth of July. Can we help you with a favor for each of your players, perhaps one of the new performance shirts would be hit with your group? We typically can get you a better deal than you would get from other suppliers and we can see to it that they’re individually wrapped and handed out with a smile.”
“Mrs. White, good day. We just received a new delivery of Tail at the shop. Would you like me to put some outfits together in your size and hold them until you come in Friday?”
“Miss Scarlet, this is Cary at the club. I noticed you are on the tee sheet to play your first round this season. I checked your bag in storage and our records and your clubs have not been re -gripped in over a year. Would you like me to go ahead and take care of that for you?”
“Mrs. Grey, we want you to know how much we appreciate you bringing your ladies group to our course for this year’s outing and that we will be putting a sleeve of a new ball designed for ladies play in each cart for them to try. We were wondering if there is anything else we can do to make them feel welcome.”
“Mr. Green, this is Jason at the club. We received the new Tech hats from Imperial your foursome was inquiring about last week. Would you like me to get them personalized for your friends and you can surprise them this weekend?”
“Mr. Blue, this is Jeff at the club. I noticed you are scheduled to play this Friday and noticed that it’s your anniversary. Would you like me to get you a bottle of that wine from the dining room your wife likes so much? I can have it here at the shop when you finish up your round.”
“Mr. Black, this is John at XYZ. I thought I would email you when I noticed that you are bringing some guests with you to Sunday’s tee time who have never played here before. We know you drink Bud-Lite but what about your friends?” If one of these guests drink Sam Adams Summer Lager and it’s waiting for him in a cooler on the cart on Sunday you will have wowed the group.”
Think about all the things in your life that are scheduled or regular in nature and now picture yourself being offered a ride to and from work when you drop your car off for service or you arrive early for an appointment to get your hair cut and they offer to get you a cup of coffee knowing you take cream and two sugars.
There are a number of head pros with whom I have worked over the years who view any type of selling as hard-sell that could get someone upset with them. Customers who would be put off by the examples of service provided above must have been living under a rock the past year since the current economic climate has resulted in most businesses realizing that retaining existing customers is at least as important as advertising for new.
What is required is a sense of empowerment on the part of the creative employee and a commitment on the part of the Leader to training on the use of the phone as a business tool and email as a way to pre-service.