How connected are your golfers to the club, the community, and the game?
If you’ve contributed to a golfer’s game (playing or socially), their relationship with you will probably be as strong as, or even stronger than, any other relationship with your facility. It’s a connection with huge potential value.
Your relationship gives you the permission to learn more about that golfer. You are the ‘empathy engine’ that understands them enough to know how everything could be better. You can translate the connection into value for the golfer, the club, and the game.

My experience of working with hundreds of professionals informs me that you will probably all have nodded and agreed with that argument, but there are two barriers that hold so many back from total success.

Waiting to be asked

First, the vast majority believe they should wait quietly to be asked to make a connection. They believe that we, the customer, have the responsibility to reach out and suggest that we need help or assistance.

Shy, reserved, about the solution
Secondly, translating the knowledge of what would make our (the golfer’s) lives better, into a suggestion; a proposition; or offer, is considered by many (probably most) to be inappropriate.
Stop and consider this. Golf is your domain. The course is your theatre. You’re the senior partner. We, the golfers, are not members or tee times. We’re the apprentices to you the masters. You’re the wizard Gandalf. We’re the vulnerable on a journey.
Pick us out. Bless us with your attention. Encourage us with your wisdom. And where you can see a pathway, don’t be modest or secretive. Don’t hide it from us. Point it out. We’re all looking for that magical pathway to a better experience.

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