PGA Professionals are the most undervalued resource in the golf industry.

Yesterday I talked about how valuable a PGA Professional is to the industry and how “accompanied play” is the most powerful marketing tool for everyone: the coach, the retailer, the club, the equipment vendor. Everyone.

This is a high signal low noise marketing opportunity.

to better understand how to design your own high signal low noise marketing.

Previously I had talked about the “Science of Persuasion” and the 6 shortcuts that transform your ability to “influence” the golfer. Accompanied play hits 5 of the 6 shortcuts:

If you didn’t watch the video first time around, please do now.

In June, I had asked about how you develop your "human" skills. With good human skills, you become more than a coach or PGA Professional; you become an expert-guide, even a "servant-leader" to golfers.

And that’s when PGA Professionals become as valuable to the golf industry, as a geologist with a nose for deposits is to the oil and gas industry.

I’ve questioned whether the business of golf extends beyond the operating of a golf club. Does it include customer management and business development?

If it does, then we have a story from 11 clubs in 2019. I’m looking forward to Friday.

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