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The Real Reason Most Golf Clubs Fail!
Recently I was on a trip visiting prospective clients. All were struggling for business but the golf school in particular reminded me of my days in the karate business. Like the karate business they can talk “shop” all day long, exchanging the latest techniques in search of perfection. Like the karate business… their facility, talent and experience mean NOTHING if they can't sell!
It's the entrepreneurial curse on steroids. A mechanic fixes cars but has no clue how to attract and maintain customers! 99% of all small business owners fall into the trap of focusing on what they do rather than running a business.
Almost every small business in the world spends time paying bills, but little time budgeting or forecasting. They spend some time thinking of ads, but no time developing a complete year-long marketing plan. Sales are made only when people ask to buy. Research and development is almost non-existent and 95% of the time is spent on operations, fixing cars, baking pies or holding meetings.
Contrary to what most people might think or wish the most successful businesses are not the ones with the best product or service, the best course or service, those that are… are the exception not the rule. The most successful clubs are the ones with a decent marketing plan for generating leads and the best sales strategy for closing them.
In the late seventies and early eighties Chuck Norris was a World Karate Champion and a fledging movie star, yet all three of the karate studios he tried to start went bankrupt! I asked him why and he replied, “I was the World Karate Champion and I thought everyone who came to my school would want to be a World Champion as well.” In other worlds he built schools and thought they would come. The few that did, were taught like boot camp recruits to make them tough, instead they quit!
Meanwhile a bunch of mediocre instructors raked in millions by realizing that being able to sell karate lessons was far more important than being a World Champion.
This is a difficult concept for most people to accept because most people in the golf business don't like to sell! They don't like the thought of being a salesman. They don't like rejection so instead they tinker with their clubhouse, course or service. They talk about their experience, their club's philosophy, their quality, the price of coffee in Bolivia... In fact they talk and do anything they can to fill their day other than pick up the phone and SELLING!
These people never measure success in financial terms. They can't! It's too painful to accept that someone with their skills could struggle through life in a five-year old Buick Regal. You can talk about the economy, the Middle East, the weather or the competition down the street, but there is only one reason why most golf clubs fail....
Lack of sales!
That's not much of a shock; the question is why do golf courses put so little emphasis on sales? Why don't they design a sales manual? Take sales training? Buy sales tapes? Hire people who can sell rather than talk? Now there's an idea!
About the Author
Andrew Wood is the world's leading expert on golf related marketing. He is the author of over 20 books including Cunningly Clever Marketing, The Golf Marketing Bible, How to Market Your Club on the Internet and The Membership Sales Success System. Andrew speaks worldwide on sales and marketing topics and is in high demand as a copywriter and marketing consultant. He is also the CEO and Owner of multiple golf marketing companies including Legendary Marketing and Legendary Golf Management.
The Martial Athlete: a sport karate documentary (trailer)