You don’t have to be a salesperson. You have to influence.
   Dr. Robert Cialdini wrote the "6 Principles of Persuasion" nearly 40-years ago, yet today those principles still drive the design of virtually every web site seeking to influence, inspire, or sell to a consumer. Every PGA Professional should be familiar with the 6 principles because they are valid in all relationships, especially one where you don’t want to appear to be a "salesperson".
The first universal principle of persuasion is reciprocity. People feel
compelled to give back to, support, or endorse those who have first given something to them.

If you send out an email blast promoting a new wedge, then you’re a salesperson. If you send out an email with a video showing how to use bounce and highlighting the importance of fresh, clean grooves, you’re providing the gift of advice and expertise.

What other ways do you give to your golfers?
The second principle is scarcity. The modern term for this principle is to create FOMO. You see this principle used all the time in online booking sites. They tell you how many rooms have been booked today and how many are left. Every golf club member understands this principle when trying to book golf on Saturday morning!  

You may well have plenty of time to put many of your golfers through a “Break 85” coaching program, but what prompts the golfer to act if they know they can enroll any time over the year? How can you change your event and program promotion to exploit scarcity?
We exploited both these principles for an abrasive PGA Professional who thought he’d probably made enemies of most of his membership over the previous 10 years.

We advertised a free 9-hole playing assessment with the Pro in groups of 3, but because of his schedule, there would only be 24 places available. Over 200 of his members responded within 24 hours.

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