M E M B E R
R E T E N T I O N
New Member Retention A
key challenge facing golf clubs is the retention of existing members. Whilst some leavers are inevitable due to life changes, e.g. moving house, many clubs lose members because they are dissatisfied with their overall golfing experience.
In any business, employers will tell you it is more cost effective to retain an existing customer / employee than to recruit a new one. So why do golf clubs continue to put the majority of their resources towards memberships drives? As a PGA Professional, you are uniquely placed to be the most effective retention tool your club has. You can identify golfing habits, know those seeking to improve, develop relationships with new members and have regular contact with all golfers in the pro shop. Retention starts the minute someone joins a golf club. With many golf clubs heading into renewal time there is a recruitment push. How can you be the heart of retention for new members?
1 GATHER INFORMATION The MOT - Whether it’s a beginner who is just learning the game or an accomplished golfer with years of experience, everyone can benefit from a bit of advice from their PGA Professional. The best players in the world spend hour after hour working on their game with their coaches and the slightest adjustment can make a huge difference. A 15-minute session for a new member has multiple benefits:
1
You get to know the new member in a 1-2-1 environment. Use this time wisely to help build up profiles on your members. The 3-point checklist below is all you need. The more you know, the more you can develop relationships, enhance their golfing experience and build your business.
2
A swing review with a couple of tips gives them something for free and any pointers you give provide an easy start to the conversation the next time you see them. E.g. How are you getting on with the change of grip?
3
The new member has the chance to ask you few things without it costing them any money. Always nice to get something for free.
4
There is the opportunity for this to progress to an easy conversation regarding lessons. Helping someone become a better golfer will naturally develop a good feeling towards you and the club
5
It is an unexpected benefit which will make the new member feel valued
It’s a three-stage process:
1
Gather Information
2
Segment your data
3
Targeted marketing
This time with each new member can make the difference and provide more reassurance to them that they have made the right choice of golf club.
Your checklist
✓ Create a template email which is automatically sent to each new member one week after they join
✓ Create a form to use with each new member
✓ Build a database with the information you gather to enable segmentation
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New Members - the MOT 3-point checklist What are their golfing aims? What do they struggle with the most? Do they know many members?
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