Stephen Lewis

Chief Executive Officer

Crown Golf

How Do PGA Professionals and Commercial Clubs Achieve Mutual Financial Success?

Introduction

How Do PGA Professionals and Commercial

Clubs Achieve Mutual Financial Success?

3 Key Questions

1 What do we need to stop doing that is not

making us successful?

2 What do we keep that works?

3 What do we need to start doing?

2

Stop!

What do we need to stop doing that

is not making us successful?

Anything that sets the professional

aside from the management of the

club and blurs the message to the

customer

3

Stop!

Admin jobs that don’t create income or sales

Anything that deflects customers and sales

Stop being too generalist – trying to be all

things to all people and being average

through the process

4

Stop!

Taking responsibility for activities, instead of

results

Stop being a value extractor and start being a

value creator

5

What Do We Keep That Works?

Anything that builds relationships with

existing and/or new customers that

leads to

new sales

repeat sales

retention

improved customer service

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What Do We Keep That Works?

A love of the game – in it for the right reasons

Excellent level of knowledge and skills

An ambassador for the game and the club – they

are connected with the brand

Communicate well

High level of visibility

Tee sheet and golf day service and retail sales

Customer trust

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What Do We Need To Start Doing?

Gearing the majority of their actions to

generating results that will grow the

number of people playing the game

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What Do We Need To Start Doing?

Accessing

funding/grants

Data capture

of all users

Relationship management

of local businesses

Upselling

other services

in the club

Producing

new golfers /

users

Generating

new members

Increasing

hire income

Retaining

Greenfee

users

External

promotions

PR for the

club

Producing activity to keep the club “live” to

members

Staff training

Influence other depts through behaviour and

results

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Growing the Game

What are the actions in 2012 and beyond?

Retention

Attract new participants into golf

Find new ways to market

Improve yield

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Growing the Game

Retention

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Growing the Game

It is our members, guests and green fee

payers who play golf

We are in the HOSPITALITY business

Great customer service is an individual

policy, not a company policy

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Growing the Game

The Customer Journey

INNOVATE OR DIE!!

Value for money

Good service experience

Quality product

Building relationships

- Microsoft – satisfied customers

- Apple - raving fans

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Growing the Game

Attract New Participants Into Golf

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Growing the Game

The Image of Golf

Are you concerned about the image of

Golf?

How do we move it forward?

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Growing the Game

What Does This Mean?

If we create an image of golf as a social experience, will we attract more ladies?

If we create an image of golf as a great way to exercise, will we attract more 50+ entrants?

If golf becomes ‘cool’, then younger players and families increase participation

Participation increases demand for range use, green fees, retail and membership

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Growing the Game

5 Key Strategies to Get and Keep Customers

Customer insight

Creative feedback mechanisms

Innovate new products

Be proactively trustable

Maintain the right employee culture

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Growing the Game

Find New Ways to Market

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Growing the Game

The Role of

The Internet

Social Networking

Mobile Media

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New Ways to Market or Just Do It Better

New styles of teaching programmes to appeal

to wider market

More creative and targeted marketing

Create partnerships with local and national

organisations and businesses

Use data capture and CRM more effectively

Growing the Game

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Growing the Game

Improve Yield

sell the quality of the experience

NOT

the discount

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Summary

A PGA Professional in a commercial environment needs to:

Define and act on their circle of influence

React to changing customer and demographic trends

Innovate to grow revenues

Improve yields whilst providing the customer with a value for money experience

Embrace the technology of the internet, social media and mobiles

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Summary

Set personal goals. Do they have a plan?

Develop their skills, what else can they learn about

running a golf club?

Stand out from the crowd, what sets them apart from their

colleagues?

Retrain – keep up with industry trends. Golf is changing,

are they?

Focus on the real key drivers in your business and align

your time accordingly. Why spend 80% of your time on

an element of the business that only contributes 5% of

the profit?

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Summary

Promote themselves. Network at every opportunity

Develop their staff and be clear on their role by setting deliverable objectives and measuring the outcomes

Focus on growing participation both beginners and established players

Take responsibility for results not activity

They are in a great profession with a great history but dinosaurs also dominated the planet at one stage – adapt and survive

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