A number of years ago I worked the Golf
Show in Denver and attended a seminar given by Russ Miller, Director of Golf at
the Broadmoor, entitled “Five Tips for Running a Successful Golf Operation”.
The presentation was great and the reputation the Broadmoor has for service is
well documented. I would suggest taking advantage of any opportunity you may
have to listen to Russ speak. One of the main themes of this particular program
was the importance of quality staff – hiring exceptional people and training
them to provide exceptional service. He also stressed promoting the staff to be
creative and challenging the staff to create ways to grow the business. These
phrases have stuck with me over the years and I use them often as I’m doing
here to preface what I want to nickname “Three One-A-Days”.
Here’s a story I often tell at service
presentations:
A few Octobers ago, I received a phone
call from the General Manager at Martin Honda Dealership in Newark, Delaware
which is where I purchased my last car. It is, by the way, a very busy
dealership with an incredible service department. Here was the message.
“Mr. Kirchner, this is Ron Applegate
from Martin Honda. I’m calling to ask you to do me a favor.”
“Sure Ron, what can I do for you?”
“Please tell your wife that everyone
here at Martin wishes her a happy birthday and thanks to both of you for your
business. I notice you are on our maintenance schedule and I want to make sure
you're happy with our service department.”
“Yes, they are great in fact.”
“Thanks again and anytime you need
anything or just want to talk about cars call me – my personal number is 555-5555
and I’d love to hear from you. Thanks again.”
I hung up the phone thinking three
things:
Why would I ever want to buy a car
anywhere else?
Do the shops I work with make this type
of call?
I’d better get my wife something for her
birthday.
At a golf shop consider the following
two scenarios.
A club member at an east coast high-end
club has a guest in from Chicago. He buys a Peter Millar shirt in the shop. The
assistant at the counter introduces himself as Jeff, thanks him and asks him
for a business card. A week later the young man sends our Chicagoan an email.
“We hoped you enjoyed your day with us
last week and are happy with the Peter Millar shirt you purchased. If I can
ever do anything for you including gift wrap and ship some similar logoed shirts
to your friends please let me know. My number here at the shop is 555-5555.”
All the best,
Jeff
Mr. Chicago immediately forwards the email
to the member who invited him to the club with a note praising Jeff. “The staff
at your club are the best, no question about it.” He then tells the story every time the
subject of service at golf clubs comes up.
A customer buys a new driver, a rain
jacket, two new shirts and a hat, spends $1000. It is two weeks later and no
one has even thought about calling him to see if he’s hitting the ball further.
There is no Jeff at this Shop.
The golf industry and your facility in
particular should take heed. The successful, as we have been discussing, are
those who are trying harder, much like “the more I practice the luckier I get.”
I
don’t know if I have ever heard anyone in any shop make this type of
personalized thank you and “anything I can do for you” call or email but it
should be standard operating procedure and is almost guaranteed to create
business. When the customer with the new driver is called with an inquiry as to
his satisfaction and the comment is made to close the call “if there is
anything I can ever do for you” the new-driver-guy is already thinking about
what that could be.
“If there is ever anything I can do for
you” implies that you know your business and the products associated with it.
Part of the following challenge program (‘Three One-A-Days”) is the acceptance
of the philosophy that ‘Salesmanship is Service” and that every round is an
opportunity to create word of mouth advertising because of “WOW” service.
By the end of the season each staff
member should be well versed about all categories in inventory. They should
have each wowed about 200 customers and had fun doing it and thank-you calls or
emails can only enhance the culture you are creating as a differentiator.
