Influencing the industry to appreciate the power of engagement.
Monday and Tuesday, I wondered about the Professional’s role with the crowd on Saturday. How the crowd perceives you is important to your brand and your proposition.

The crowd on Saturday is approximately 140 golfers who get a view of your contribution. And, amongst those 140 will be presidents, chairpersons, captains, board and committee members. They’ll have opinions, but they’ll also be listening to the crowd.

In one geography, a single company managed to persuade committees to hand over their shop and operate with either a ‘diminished’ PGA Professional or no PGA Professional.

If the crowd and committee and captains think the Professional has the shop in exchange just for collecting green fees and managing a tee sheet, then to some that looks like a pretty one-sided exchange.

As automation of tee-sheet booking, payments, and sign in, becomes more prevalent, the transaction seems even more lopsided.

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