PGA Professionals are the potential ‘leaders of our industry’. That offers them so much potential, but they need to embrace a role with responsibility, and the development of a skill set that promises greatness.
We closed last week with a view of a simple “journey”, which an expert-guide manages when a customer wants to buy a set of irons.  

What makes this a “journey” that was especially important to the golfer was the establishment of where the golfer was trying to go at the start. What were they looking to improve in their golf game?

It just takes a “salesperson” to sell a set of irons. Much more than a
salesperson, it requires an “expert” to guide a golfer to improvement using a new set of irons. If you’re a PGA Professional, then you should be the “expert-guide”.
Creating your better future
To manage golfers on journeys requires expertise (swing, coaching, ball flight, fitting) and some maps (programs, processes). Each golfer you can get onto, and then manage on a journey, is a golfer going to a better place for themselves, and probably more revenue for you and/or your business.

You move from transactional relationships to lifetime relationships that offer you far more financial upside and security. To manage relationships this way, you need to think about some very human skills you need to invest in developing:

· Awareness
· Empathy
· Listening
· Conceptualization
· Persuasion / Inspiration
· Foresight
· Stewardship
· Connecting and Community

There are also human characteristics you need to embrace. These include a servant’s heart and a commitment to the growth of others.

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