Attracting people and golfers to your brand, club, shop, or coaching tee, will become easier with the right words that match your goal to a need.
| In our workshops, most golf professionals or general managers will share that they’re in the RELATIONSHIP BUSINESS. Even those in the UK, who sit in Pro Shops managing a retail operation, acknowledge that relationships are critically important to them at their club (not least to keep their contract).
Another word that comes up in those workshops is TRUST.
Trust is a big word. Try writing out what makes up ‘trust’ or how you build it.
For a PGA Professional managing relationships in a community, we’d suggest the components of TRUST are:
 | | Your qualification and role lends some credibility. The results you deliver in your community increase that credibility. | | |  | | This isn’t about opening up the shop on time. It isn’t about being at the lesson tee as agreed. It's more than even delivering on your promise. It’s about delivering on the golfer or member’s expectations. | | | |  | | Does the golfer or member feel safe with you? Do they think that you understand what is important to them? | | | | | | |  | | Are you self-serving or are you consumer-centric? Do your words reveal a preoccupation with self and self-interest or do they reveal a focus on the golfer or member’s needs? | | | | | | In a community where you’re expected to deliver service AND expertise, we’d suggest you look at everything you do, say, and publish, through the lens of those four components. | |
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