As well as being fluent in the language of the ‘consumer’, we need to be able to hold a business conversation with the owners and managers.
I asked you to think about the skills required for a Player Development Professional given 150 members (or golfers) to care for (to reduce the chance of attrition and increase their activation) and acquiring new members (golfers)).

Definitely strong on listening and empathy for the member, founded out of an interest in the well-being of others.

Problem solver able to create solutions that will allow the golfer to get more value from their membership, the community, and their game.

Generous of nature. They need to be able to present a proposition or plan, not as a salesperson, but as someone with genuine and generous care for the member.

An influencer able to move a member along a journey to a better social, participation, and playing experience.

Good on follow-through because every customer hates promises not kept. 

If that describes you, and you’d be interested in a role that rewarded you for the impact you made on the participation and spend of members you were caring for, then we’re pleased to tell you that there are now clubs employing PGA Professionals and rewarding them for the value they create.


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