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.

The journey of the adult learner

Operation 36 has two critical comments to make about traditional coaching to any consumer visiting their website:
“You feel lost and have no clear plan?”
“Learning doesn’t include playing golf”.

Like Operation 36, Peter Myers, in Scotland, understands that learning golf needs to be a journey or route that is visible to the consumer. And it needs to make sure learning is a fun experience out on the golf course. Peter includes in his “programming” the activities and experiences that deliver the social and playing value the learner wants.

I listened to Shelly Duncan talk about her “She Loves Golf” Program in New Zealand. Fifty-five women are having fun every week learning out on the course.

Russell Warner in Switzerland talks about his monthly “Stepping Stones”. Four-week programs with a clear outcome and fun learning on the course that follow one after the other. Most learners subscribe to the journey for the whole season.

All of these are good for the consumer because they offer value and a journey they understand. All of these are good for coaches as they create group subscription models. All of these are good for the facility because they create weekly spend and future golfers.

Should you have an adult subscription learner program that offers a pathway?
The empathy connection
I have previously listed “listening” and “awareness” as essential skills for coaches. Now I want to add “empathy” and connect it to the examples above with a quote from Clifford Chi:

“We need to understand the emotional connection between the customer and product.”

If you can understand your customer’s deepest, often unspoken needs, then you can design successful, emotionally tuned products and programs that will generate substantial subscription revenues and fantastic customer loyalty.

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