You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you also must be fluent in the language the consumer speaks.
In the last 30 days, how many customer success stories have you posted in your social feeds, your emails, your website?

Sometimes I’m not quite blunt enough. If I were a GM at a club, this would be a KPI I’d measure my Professionals on. I’d want at least 4 new posts with 4 new customers every 30 days.

And here’s why I’d want it:
Returning to my pie chart of the 98% of my 600 who have NO PLAN TO INVEST IN IMPROVEMENT.
 I know that if you can get 100 of those into coaching, then that’s:
a) 100 who will NOT be resigning their membership
b) 100 who will be paying more visits to the club and therefore likely spending more money in the restaurant;
c) 100 will play golf more often

By the way, I’d also pay you (either in hourly rate or reward) to PLAY 9-HOLES with 150 of the 98% over the year.

Accompanied Play and Customer Hero stories are the two most powerful marketing weapons for the golf coach.

Occasional Golfers in Coaching is the MOST POWERFUL marketing weapon for the golf club.

What golfer doesn’t want a better playing experience?
What coach doesn’t want more customers?
What club doesn’t want to retain more golfers?

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