ADDvantage August

Back In Action!

CEO John Embree pg. 37

A New Status Quo VP Mark Faber pg. 39

PLUS: How To Get FREE 2021 Dues! pg. 51

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From the CEO USPTA

Back In Action!

John R. Embree, USPTA CEO

B

ack in the April issue of ADDvantage, I lamented in my CEO message that we had faltered in our responsibility to service our membership in a timely and proactive fashion. As you recall, much of that was due in part to significant turnover on our staff, especially at a few key positions.

When 30% of an already small group like ours departs, it cuts to the core in more ways than one.

Then, the pandemic hit and the entire team that remained started working remotely, which complicated our responsiveness to member inquiries that much more. Needless to say, the last four months have been difficult for everyone within the USPTA across the country. Our team was no exception.

However, when Florida Governor Ron DeSantis lifted many of the restrictions for our state and announced Phase II of our recovery plan back on June 5, we welcomed all our staff back to the office on the following Monday. It was great to see everyone and bring the team together after being separated since mid-March. And, as we filled several critical positions just as the pandemic was taking hold, this first day that everyone was together gave staff members their first opportunity to meet some of their new colleagues in person.

While it was not a “homecoming” per se, it was a milestone of consequence for this crew. Naturally, we are following all the recommended procedures for social distancing in an office environment, which made those introductions slightly awkward. But, with all of our positions

filled and the team happy to be back, the next few months will be dedicated to creating the culture where our core values of Empowering our Team, Serving our Community and Wowing our Members can be ingrained in everything we do.

For a complete look at the staffing changes that have been made, please refer to page 59 for an introduction to each new person and a bit about their duties and responsibilities.

Speaking of getting back in action, the USTA National Campus also opened its doors again on that same Monday. It was good to hear that people were playing on those courts, taking private lessons and generating activity that has been absent for so long.

As of this writing, the rest of the country is showing signs of life as more and more facilities are re-opening and teaching pros are returning to what they love to do. In communicating with so many of our members, there seems to be pent up demand for tennis, which is fantastic. Courts are filled, people want instruction and there is genuine excitement about our sport.

More good news… the USTA has developed a marketing campaign called “Get Out and Play” that was launched on social media in mid-June and will be on radio and television in 20 markets across the country starting later this month.

It is very clever and hits the mark by appealing to consumers who have been self-quarantined during the pandemic.

The goal for the campaign is to create increased interest for tennis when other

sports activities are still on hold.

In addition, one little tid-bit that I thought was very telling came from our racquet endorsee, Wilson. Since the start of the crisis, sales of pre-strung racquets at Walmart and Target have doubled over the same time in 2019. Entry level frames at $19 and $29 are flying off the shelves and it has been tough to keep up with the demand! Because families cannot participate in other activities with their kids (no swimming, no basketball, no baseball, no after school sports), tennis seems to be the go-to activity of choice. And why not? Our game is inherently socially distant; it is relatively inexpensive when played at a public park and it is a healthy activity.

Now, our job as an industry is to capture these folks who are taking up tennis and get them involved in followup programs that can nurture their newfound enthusiasm and keep them in the game. Thus, there could be a silver lining for tennis despite the toll that COVID-19 has taken on society as a whole.

I have said it many times before and I will say it again: we are blessed to be working in our industry. It is during times like this when we can rise above the fray and share the joy of our game with those who have never experienced it before or re-energize those who are coming back. Society in general may be different in the future but the sheer beauty of tennis remains a constant.

Welcome back! *

August 2020

ADDvantage Magazine - 37

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Vice President Message USPTA

A New Status Quo Mark Faber, USPTA Vice President

T

he start of 2020 has challenged every one of us professionally and personally. We have done some true soul-searching and I am sure we’ve learned a great deal about ourselves and others. Simply put, the world has changed. But for others, years of suffering have come to the fore.

When the USPTA Board of Directors entered our new term in January 2020, we reviewed our position in the industry and studied our strengths and, more importantly, our weaknesses. Now, acknowledging your weaknesses is one thing; acting on and improving them is quite another.

One area that our industry as a whole can improve upon is diversity and inclusion. During our Board meetings in January, President Feisal Hassan challenged our entire Board to make a real, long-term impact for our Association, and tasked Trish Faulkner and me with leading the charge on the Diversity & Inclusion Committee.

In the past, we simply waited for people to come to us and become part of our great organization, but we didn’t truly embrace the fact that we should be doing a better job of reaching out to various communities and having a productive, positive impact.

To truly make a difference, we first must look inside our own walls.

The commitment must come from the very top. This year, the USPTA made improving our diversity and inclusion a top priority. One of the first things Trish and I did was engage

Rico Edwards, our Video Production Specialist at the World Headquarters in Lake Nona, to help us, and he has done an amazing job.

Rico Edwards Prior to finalizing our D&I Committee, we reached out to key stakeholders in the Hispanic, African American, LGBTQ+, Asian American, Wheelchair, Adaptive and female tennis communities.

We asked hard questions to find out where the USPTA is falling short.

As an Association, the feedback was very eye-opening and educational.

Two common points shared by every minority community with whom we communicated were that they did not feel heard and truly valued, and that we need to offer a better, more welcoming product.

After receiving this feedback, we formed our committee and assembled task forces with members from each minority community. They will conduct more research, and another group within the committee is conducting a national SWOT analysis of the USPTA. These steps will help

the D&I Committee to create a longterm national action plan.

We then brought USPTA division leaders into the mix. Bill Leong from the USTA assisted with an Executive Committee session dedicated to establishing where we are as an Association and where we need to be.

After this session, each division was asked to provide someone from their division to be a liaison with the D&I Committee. Then, divisions will be completing a SWOT analysis to create a long-term action plan. Both are in progress at the time of this writing and will be submitted to the National Committee soon.

Now, we know this process will take some time. Our initiative is different than what we have done in the past, and we are focused on the long term.

Our discussions may be uncomfortable for some; however, we need to hear them and let our current and future members know that they matter to our Association and our great sport.

The bottom line is that we are holding ourselves accountable and are truly committed to making our Association more welcoming and beneficial for all!

In closing, I would like to thank the people that have already provided us with great feedback and are already doing great things in our diverse communities. I am truly proud of our Association for being willing to step up and say that the status quo is not good enough and that we need to make a change. Each and every one of you can be part of this change in your communities. Reach out to fellow professionals of all backgrounds.

Create a positive relationship and talk with each other. Get to know more about one another; you will make your community a better place. Never has it been more important to use our trade as a vehicle for positive change. Let us all do our part! *

August 2020

ADDvantage Magazine - 39

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USPTA Master Professional Corner

Community Tennis Association: A Tool Worth Having Chuck Kuhle, USPTA Master Professional

n hindsight, establishing a Community Tennis Association (CTA) was one of the best tools that I created during my career as a tennis professional.

Initially created in the 1980s, the Decatur Community Tennis Foundation (DCTF) was a way to raise money for my aspiring national level junior players towards their travel expenses. As time evolved, it has become the backbone of our community tennis philanthropy through the valuable IRS nonprofit 501 (c)(3) status that the organization has. For over 20 years, our USTA Pro Circuit stop has been the primary fundraiser for the organization; it basically is our mini U.S. Open each year. Money raised benefits all levels of tennis in our community with both juniors and adults.

The following are steps that I took and advantages that the organization has allowed our tennis community to benefit from over the years:

How to Form a CTA

There are two routes that I would recommend you take to form a CTA with nonprofit status, as it can be a somewhat complex process. The first possibility would be to work with an attorney and a CPA in your community. Look around your tennis community and see if you can find some experts in these fields to do the work pro bono. That is exactly how our association was formed back in the 1980s. The other option is to check with your USTA sections. Today, many

42 - ADDvantage Magazine

Photo courtesy of Chuck Kuhle

I

Chuck Kuhle ( front, left) poses with members of the tennis community in Decatur, Ill.

sections have staff that will assist you in forming the association.

Sponsorships

One of the most important tools of a CTA with tax-exempt status is the taxdeduction that your sponsors can receive for events you hold. People are more likely to support your activities if they can receive tax deductions from their donations. This was never more evident to me than when we reached out for sponsors for our USTA Pro Circuit event.

Insurance

If you are in need of insurance for events run through your CTA, the USTA offers insurance programs that offer liability coverage to eligible CTAs at a lower rate than they can find on the open market. Many venues, from parks and

August 2020

recreation to colleges and universities, require insurance to hold events on their property. The USTA Master Liability Insurance Program and the Directors and Officers and Employment Practices Insurance Program can be found on the USTA website.

Committee Formation

As tennis professionals, we cannot do it all. The CTA allows community tennis enthusiasts to play a role in promoting tennis in their communities. Each organization needs to formally create officers, as many yearly reports at the state and federal levels require them.

It is a great way to get to know your members and students off the court.

Having community members engaged in your community exponentially grows the game.

Master Professional Corner USPTA Photo courtesy of Chuck Kuhle

Taxes

It is important to have a CPA on your committee, as there are many state and federal tax-related issues that come up, including yearly tax-reporting. Programs that you run for your community that have tennis-teaching professional fees may require 1099s. If you run any type of prize money events, 1099s for citizens and 1042-S forms for non-residents will be required. Expect to pay for tax return preparation each year, unless you are lucky enough to have someone willing to do it for the greater good of the game.

Receivable Grants and Donations

In my opinion, the USTA is more open to giving grants to established CTAs than to any other entities. Many CTAs have a structure that the USTA feels comfortable with as they feel their dollars will be well spent. In addition, we have had many former players pass away and our CTA was a foundation that their families listed as near to their loved one’s heart. In one case, we bought a ball machine for the local public park with those funds donated in memory of the departed.

School Interaction

Local schools are very interested in bringing tennis activities from not-forprofit organizations into their classes.

Whether you are offering an in-service day, a class or just tennis information that you want distributed, schools are very receptive to the local CTA.

Worthy Causes

The money we raise each year through our CTA has reached all tentacles of tennis in our community. Local schools and public parks have been the main recipients of the Decatur Community Tennis Foundation funds. The local public park has received enhancements each year, such as court resurfacing grants, nets, benches and windscreens,

Competitors pose with their trophies after the Decatur City Tournament in Illinois.

as well as subsidized city tournaments.

Schools have received uniforms, winter programming, indoor court time and tennis equipment. Junior players and USTA adult league players have had clinic and tournament expenses covered.

And finally, local tennis professionals and instructors have been paid to promote the sport throughout the city.

Different Shapes and Sizes

I would consider the DCTF a small organization, as there are associations that have done so much more for their community. One CTA actually built a tennis club and others run tennis centers.

Many CTAs have raised hundreds of thousands of dollars for charitable causes

in their communities. Whether you are in a small or large community, the potential for growing our sport through goodwill measures becomes a reality with the creation of a CTA. If you are an established professional in your community, a CTA with 501 (c)(3) status is worth looking into. It will give you the opportunity to raise money for events more easily, as well as give you the chance to help those in your community that need some financial assistance to play our game.

Giving back to the game is much easier with a CTA and, makes you a more well-rounded and respected professional in your community.*

Chuck Kuhle is General Manager/Director of Tennis at the Decatur Athletic Club in Illinois. He is a USPTA Master Professional and an inductee of the USPTA Midwest Hall of Fame. Kuhle is President of the Decatur Community Tennis Association and Director of Tennis for the Decatur Park District in the summer months. Off the court, he serves as a member of the Decatur City Council.

August 2020

ADDvantage Magazine - 43

September 21, 22, 23

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USPTA Member Full Registration – $99* *Complete USTA Safe Play prior to registering and get $20 off!

No Safe Play “in progress” will be accepted. To receive your $20 discount, you must first complete Safe Play. No registration discounts will be refunded to those who complete Safe Play after registering.

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44 - ADDvantage Magazine

August 2020

Confirmed Speakers

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More speakers to come!

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The day you stop learning is the day you should stop coaching. — Andre Agassi at the 2019 USPTA World Conference

August 2020

ADDvantage Magazine - 45

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Selling the Dream Mark McMahon, USPTA Master Professional

Professional Summary

Accomplished, Elite Professional with a focus on participation and growth. Former collegiate and professional player, who enjoys challenging kids to achieve their potential.

Experienced with over 20 years of teaching all player levels, running events, coaching winning teams, and managing pros, large budgets, and pro shops.

L

ast year, I read over 500 resumes of tennis professionals of every age and experience level. Most were in the process of applying for a director of tennis or director of racquet sports position. Others intended to apply for a job soon.

Most resumes included an opening paragraph similar to the one above, where the applicant summarized their professional experience in the third person.

When a club manager, search committee or human resources director receives your resume, it is usually attached to an email, or uploaded to a website, along with the requisite cover letter. Your cover letter should not be a repeat of your resume; however, both are designed to accomplish one objective, which is to get an invitation to interview.

A first interview is usually done over the phone, sometimes by video, and possibly even through a questionnaire where you will be asked

to respond to a bank of questions related to the job. While any interview demands a different set of skills than those needed to present yourself via a resume or cover letter, all require one consistent strategy to succeed: your ability to create a vision.

In my experience, if a candidate does not grab the reader’s attention within 15 to 20 seconds, the accompanying document may never even be read.

Successful applicants quickly create a vision of how the program will look while serving the members’ needs and expectations with the applicant as the new director.

Consider for a moment the following professional summary, which is written in a different style, and with a different focus.

Professional Summary

Demonstrable success creating an environment that promotes fun and camaraderie, together with providing and facilitating opportunities for members to learn new skills, compete, and socialize together. Singularly focused on member happiness by exceeding expectations, achieving business objectives, and with the support of an exceptional team of assistant professionals and staff, offering a comprehensive, memberfocused racquets program.

Which of the two previous professional summaries creates a more vibrant vision of how life at this club could be with the professional as the director? Which summary begins to introduce personality and attitude to what are just words on a computer screen? Which professional summary creates, and begins to sell, The Dream?

The sole purpose of your resume and cover letter is to secure an interview.

There are two primary reactions that these documents should target in the reader: confidence that you can do the job well, and curiosity about how. The answer, of course, is available through a personal interview. Success!

Many considerations go into deciding whom to interview for any job. This can include the candidate’s career-phase, different types of experiences, the degree of relevant experience, professional and personal reputation, previous clubs worked at and the candidate’s public profile on social media. Your resume and cover letter, however, are your first chance to begin to sell the dream of running the program, and a critical part of success within this first round of the selection process.

This excerpt from personal branding and communication expert Bruce Turkel’s article called Selling the Dream. 1965 and Today, where he describes his father’s strategy in selling the first residential condominium in the U.S. in Miami Beach in 1965, explains how “selling the dream” works in traditional sales.

August 2020

ADDvantage Magazine - 47

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Getting hired for a job requires successfully navigating many different phases of the hiring process.

To connect to the example of Turkel’s father selling his condos, there will be a phase in the hiring process where the manager or search committee’s preferences for “gold carpeting, tile kitchens and a shower instead of a bathtub” will become more relevant.

This is when your authentic, real experiences and skills must come to the fore. At this stage of the hiring process the successful candidate, through story-telling about past experiences, must demonstrate an ability to deliver shag carpeting in many different colors, and both tile and butcher block in the kitchen – if that is what the role requires. This stage of the process is called the personal interview and is when a selection is being made from among a small number of final candidates.

Ultimately, at this stage of the interview process, it is most often very small differences between the candidates and the personal preferences of those making the

selection that drive a final decision.

During the earliest phase of the process, however – when submitting a resume and cover letter – take a page out of the elder Turkel’s playbook and provide a vision of yourself as the director. To get that interview, you must first Sell The Dream. * Photo credit: Kevin Karczewski / USPTA

“As my dad explained it, his best opportunity to sell an apartment for the highest price was to walk his potential buyer through a construction site and show them where they’d live, how close they’d be to shopping, tennis courts, and the beach. He’d show them where they’d park and where their grandchildren would sleep when they stayed over.

But once the apartment was complete, the conversations would become more prosaic.

One couple wanted harvest gold shag carpeting. The next buyer hated gold. One couple wanted a tile kitchen. The next wanted butcher block. Some people insisted on bathtubs. Other people only wanted showers because they couldn’t step over the bathtub rim.

So, what’s an easier sell?

Painting the picture of where the new buyers are going to tuck in their adorable grandchildren?

Or debating the value proposition of Corian versus Formica countertops?

When put in those simple terms, the advantages of selling the dream become clear.”

Photo credit: G-Stock Studio / Shutterstock

USPTA

Mark McMahon is a USPTA Master Professional and the founder of McMahon|10s, which assists clubs hire the right Director of Tennis/Racquet Sports, provides Career Coaching for Professionals, and recently launched the Certified Racquet Sports Executive Program. For more information, visit McMahon10s.com.

August 2020

ADDvantage Magazine - 49

USTA SAFE PLAY

The USTA is committed to making every tennis experience a memorable one. To ensure a safe environment for all, the USTA developed Safe Play, which consists of three steps: 1. Complete the Annual SafeSport Training 2. Read and Acknowledge the USTA Safe Play Policy 3. Complete the Background Check Application

Visit usta.com/safeplay for more information and get Safe Play Approved today! Š 2020 USTA. All rights reserved.

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A

Don’t Miss Out on FREE 2021 Dues!

s part of its overall COVID-19 industry relief program, the USTA and USPTA are offering a Dues Relief Subsidy to certified teaching professionals. The USTA subsidy will cover the majority of membership dues, with the USPTA making up the remaining portion, meaning your 2021 USPTA membership dues will be completely FREE, provided you meet the following requirements by Oct. 1, 2020.

While the Dues Relief Subsidy is available to all USPTA certified teaching professionals, requirements vary slightly based on your continuing education cycle. Those requirements are shown in the table below. In all cases, current USTA Safe Play certification, including policy terms and background screening, is required.

To get started, visit uspta.com and log in to your account. Check your education status to determine your education cycle

The Five Requirements

and the number of CEUs that you have earned towards that cycle. With that information you can then determine which requirements below apply to you.

There is more than enough time to meet your requirements, so don’t wait until the last minute. The USPTA conducts live weekly webinars and offers a library of recorded webinars that both offer CEUs. Additionally, the upcoming 2020 World Conference Virtual Event is another opportunity to earn CEUs. For information on the USTA’s Safe Play certification process or to check your status, visit usta.com.

Should you have any questions or require any additional information on the 2021 Dues Relief Subsidy, please contact the USPTA Membership Department by email at membership@uspta.org or by calling (800) 877-8248. *

*Must complete by Oct. 1, 2020

1. Reside and teach in the United States.

2. Be a USPTA certified

teaching professional in good standing.

3. Complete USPTA

Continuing Education requirements.

(details below) 4. Pass USTA Safe Play

training, including a

background screening.

5. Show “good faith”

and introduce 50 new people to tennis.

USPTA/USTA 2021 Dues Relief Subsidy Requirements Members 65+

2020 Education Cycle

2021 Education Cycle

2022 Education Cycle

No CEU Requirements

6 CEUs

4 CEUs

2 CEUs

USTA Safe Play

USTA Safe Play

USTA Safe Play

USTA Safe Play

Due Oct. 1, 2020

Due Oct. 1, 2020

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Due Oct. 1, 2020

August 2020

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USPTA

An Insurance Update from the USPTA Membership Team Dillon Chustz, USPTA Membership

W

orking at the USPTA World Headquarters has been both exciting and gratifying since joining the team in January. I have been able to meet and work with so many dedicated and friendly members of our Association. It has been a pleasure working with all our members, testers and executives.

When I joined the USPTA team, I was tasked with revamping how the Membership team handles inquiries on insurance, which is one of the most important benefits we offer our members. Every year, many of you purchase additional insurance products, including additional facility coverage and non-member teaching assistant coverage. These products are often required of our members to teach at their chosen facility. This is important stuff we’re talking about!

Our team worked diligently to improve the way we process insurance orders. An order that once took a week to fulfill now takes 48 hours or less. That means less time waiting around, more

time securing job bookings and more opportunities for court time!

The majority of our members call the USPTA World Headquarters in Lake Nona to place orders with our Membership team over the phone. These calls have been a great opportunity for me to get to know many of you and tell you about the awesome opportunities we offer our members. Our insured members can also select additional coverage options visiting uspta.com/InsuranceOptions, logging into your account and selecting the appropriate insurance item.

Ask the entity requesting coverage for the appropriate information to list as the certificate holder and additionally insured. This will eliminate unnecessary delays in processing insurance orders, especially if you need to place an order outside normal business hours.

Our Membership team has received excellent feedback from many of our members regarding this new protocol.

The quicker turnaround time has not

only helped to secure more work for our professionals, but it has also offered some relief from the financial pressure brought on by the pandemic.

At the time of this writing, we know many of our members are ready to jump back into teaching after months of uncertainty. Our goal was to create a system that is as efficient as possible so you have one less thing to worry about and can focus on earning continuing education and being a better teacher for your students.

Every day at the USPTA has given me an opportunity to learn more about our Association and the people that make it great. Each one of you never ceases to amaze me with your resourcefulness, your passion for teaching and your motivation to grow this sport that we all love so much.

As always, feel free to reach out to me with any questions, comments, or concerns at Dillon.Chustz@uspta.org.

We’re in this together! *

August 2020

ADDvantage Magazine - 53

USPTA

Adapting Tennis for Individuals with Autism: An Unprecedented Time Lisa Pugliese-LaCroix, USPTA Elite Professional

he ability to adapt is an essential tool for both survival and success in life. To adapt is to adjust to new conditions. For a child or adult on the autism spectrum, change and adaptation can be very disruptive to the individual’s daily routine. The pattern of a consistent schedule provides order in a very unpredictable world. With the new 2020 statistics of 1 in 43 children in the U.S. now being diagnosed with an autism spectrum disorder, we are learning more about how to better provide structure for these individuals.

The lives of USPTA members and our students everywhere drastically changed in March when tennis was suspended across the country due to COVID-19. It was a scary, surreal feeling for everyone because we no longer felt a sense of control. As the founder of Love Serving Autism, a nonprofit tennis organization, I was overwhelmed with thoughts about what to do as a leader and how to accomplish our goals.

In early April, I was asked to teach a virtual tennis class on Zoom for a special needs organization in South Florida. I created a lesson plan modified for home instruction to include greetings, character development traits, stretching, hand-eye and stroke production drills. The recommended equipment to participate was a racquet and tennis ball, but if a family didn’t own one, they could also play with a dustpan,

54 - ADDvantage Magazine

Photo courtesy of Lisa Pugliese-LaCroix

T

“First/Then” cards and other visual aids provide intrinsic, tangible reinforcement for the program participants.

wooden spoon, a balloon, a small bean bag or ball. The families also received a virtual tennis visual schedule to print for the home, which listed the order of activities with pictures for the program participant to follow. The virtual classes are designed to engage the program participants with social, fitness and tennis skills. Siblings are encouraged to join the classes and are excellent peer models for their family members.

My initial virtual tennis class was a success and made me realize we must offer the virtual tennis platform to Love

August 2020

Serving Autism families.

In addition to creating a virtual adaptive tennis lesson plan, Love Serving Autism also began training USPTA coaches to teach our virtual tennis sessions, implementing these best strategies for achieving success with the program participants: 1. Keep verbal instruction short and concise. Individuals on the autism spectrum are visual learners and process information faster visually than auditorily.

USPTA

3. Use a First/Then Board as a motivator for the tennis class. For example, “First, virtual tennis, Then iPad.” This provides an intrinsic, tangible reinforcer for the program participants.

4. Always redirect the program participant for a positive experience. If the student is feeling challenged during the class, praise him or her for whatever they achieve.

I am very proud of the Love Serving Autism program participants and their families for embracing the adaptive tennis virtual model. USPTA Florida members and USTA Florida staff stepped up to support our new coaching platform, including organizing an XGLOsive adaptive tennis virtual event in May. We will continue the weekly virtual classes for the next year as we create protocol for a phased re-opening of our in-person tennis clinics in Florida.

Lessons learned during COVID-19:

3. Our tennis students rely on our coaching and mentoring on a weekly basis. Love Serving Autism students told me how much they missed tennis and asked when they can see their friends again on the courts.

4. Teaching the importance of being adaptable to children and adults on the autism spectrum is necessary for their functional independence and overall well-being. It is essential as tennis professionals that we encourage families to try new ways to learn the sport, including the virtual platform.

As we all know and experienced together, the past few months taught us USPTA professionals about patience, perseverance and ways to turn what is perceived as a setback into a setup for our future. Capitalizing on these opportunities and moments for adapting creates leaders in the tennis industry, because after all, as Albert Einstein said:

Photo courtesy of Lisa Pugliese-LaCroix

2. Provide visuals such as a tennis schedule for the order of drills and exercises presented during the class.

Participants enjoying the XGLOsive adaptive virtual event in May.

“the measure of intelligence is the ability to change.”

For additional information about Love Serving Autism and how to get involved with our virtual tennis classes and in-person clinics, please visit loveservingautism.org and our social media pages on Facebook, Instagram, Twitter. *

Lisa Pugliese-LaCroix is a USPTA Elite Professional and speech-language pathologist in the field of autism. For 18 years, Lisa has specialized in evaluating and treating children and adults with autism spectrum disorders and developmental disabilities, and founded Love Serving Autism, a 501(c)(3), in January 2017.

1. USPTA tennis professionals must continually adapt both on and off the court and be prepared for the future. It is important to consistently learn and develop new, innovative skills in our industry.

2. It is our job to connect our clients to the sport even in the most challenging times. For example, Love Serving Autism created virtual tennis classes to engage our families.

August 2020

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USPTA

Removing the Stigma on Sales Rhonda Rabanal, USPTA Elite Professional

W

hen people think of sales, usually the first thought is of someone trying to take advantage of the customer. Car sales professionals are notorious behind this stigma.

If we seek to understand the sales formula, we’ll begin to see sales all around us. Every time you have ever had to convince your friends what the collective group should do next is indeed sales.

Hunting: New Business

A. Qualification B. Discovery C. Proposal D. Negotiation E. i. Closed Lost OR ii. Closed Won

Qualifying a prospect (someone who is not yet a client), is the first phase of the sales process that will equip the sales rep/tennis professional with information about whether or not to proceed.

If someone expresses interest in tennis lessons there is little effort required. Those prospects need to be responded to ASAP. There is a correlation between quick response times and successfully closing a sale with any prospect. Remember that when a prospect is shopping, they may proceed with the sales rep who

Photo credit: Monster Ztudio / Shutterstock

There are two different sales cycles.

Both are critical to remaining in business. The first sales cycle is called hunting, in which new revenue is generated. For tennis professionals, this means converting someone who has little interest in learning tennis to falling in love with the sport.

Tennis professionals need to be sales professionals for our sport to grow.

1. Hunting: New Business

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responds first. When contacting someone who has not expressed interest in learning tennis, more effort is required to convert the prospect’s existing passions to tennis.

Discovery blends in with the qualification phase. This is where a series of questions need to be asked in order to determine if the pairing of the prospect and tennis coach is a good fit. Budget, communication style and court location are the top three questions I explore with my prospects.

Proposals need to be presented after the prospect and tennis coach determine that moving forward is the next step. I work with the prospect on scheduling as it relates to their availability and budget.

Negotiation typically happens if a prospect desires the tennis coaching services but attempts to bargain for a lower rate. When someone bargains, they are interested. There are a couple of approaches a tennis professional can guide the prospect through.

A packaged deal of discounted sessions that must be redeemed within a specific time frame.

Another is to offer group lessons instead of private lessons.

Closed Lost can happen any time during the sales process. If the prospect does not wish to proceed, that decision must be respected.

Closed Won is the result of the prospect choosing to move forward with the tennis coach.

USPTA Farming: Client Retention

necessary. A tennis coach develops a relationship with their clients and should know what is appropriate.

The information a client shares with me are data points I use to adjust the lesson if needed.

Closed Lost happens when a relationship with the client is not nurtured or appreciated. Remember that we are employed by the clients we serve.

2. Farming: Client Retention

Rhonda Rabanal teaches tennis in Los Angeles and is currently a graduate student in the M.S. Professional Tennis Management program at San Diego State University. She is a USPTA Elite Professional and has been a member for five years. To learn more, visit rhondatennis.com

A. Closed Won B. Onboarding C. Pipeline D. Discovery E. i. Closed Lost OR ii. Closed Won

Closed Won. Congratulations! The prospect is now converted to a client.

There are two onboarding paths I walk a client through. For beginners, I present different demo racquets over a series of lessons. For intermediate or advanced players, I ask how often they restring their frames and replace their overgrips. When appropriate, I present demo racquets if their game can benefit from new frames.

The purpose of the pipeline is to keep clients warm and engaged so that they do not become cold and then choose to disengage with the tennis coach. The client needs to feel they are cared for at all times. During the shutdown, I contacted my clients every two weeks to keep them warm.

I typically send a quick birthday note to all clients the day before their birthday. There is a birthday field within the contact file on your phone or desktop, use it.

I am in constant discovery mode.

What are my clients’ likes and dislikes? Are they physically and mentally healthy? Did they drink enough water the day before? There are endless questions to ask but respecting the client’s boundaries is

Closed Won is the result of successfully re-engaging the client, continuing to earn their trust, and creating a long-term subscription model.

All of the phases happen conversationally in minutes. It’s okay to shift around as you see fit, but all phases need to be visited. We need to be expert sales professionals to grow the sport we all love. *

USPTA Florida Welcomes New Members USPTA Testers Kyle LaCroix and Ben Rakusin conducted the first certification exam in Florida since the beginning of the pandemic on June 20-21 at Biltmore in Coral Gables. The group followed new health safety protocols while enjoying their time on the court. Congratulations and welcome to the USPTA! Photo courtesy of Ben Rakusin / USPTA

Generating recurring income from each client is critical. Once someone agrees to take tennis lessons, being a sales professional does not stop here. The farming sales cycle is about continuing to sell to existing clients. If someone takes one lesson then quits the sport, the tennis professional needs to examine the cause.

August 2020

ADDvantage Magazine - 57

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USPTA

New Faces at the World Headquarters

It has been an eventful 2020 at the USPTA World Headquarters. We have some updates to share from Lake Nona, as well as some new faces for you to meet!

Jim Burke joined the USPTA as our Director of Marketing & Communications in May. In his role, he will work with industry leaders to promote the USPTA’s new certification pathway and continuing education. Jim is a graduate of Colorado State University and a long-time resident of Florida.

Chantell Segal joined the USPTA as Director of Membership in March. In her role, Chantell oversees the Membership team. Chantell is a U.S. Army veteran and brings several years of health care management experience. Chantell also enjoys recreational activities and art activities with her daughter.

Leander Primus is our Membership Services Representative and joins us after previously working in marketing at Full Sail University and guest relations at Universal Studios in Orlando. Leander enjoys the beach, movies and spending time with friends and family.

Dillon Chustz is our Membership Services Coordinator.

Dillon joins us from the USTA National Campus in Lake Nona and is a former high school tennis player. Dillon graduated from the University of the Arts in Philadelphia and enjoys cooking and painting.

Kevin Karczewski joined the USPTA as our new Graphic Design Specialist after graduating from the University of Central Florida in April. He previously worked at the USTA National Campus in Lake Nona. Kevin played tennis in high school and continues to play recreationally.

Sid Newcomb was named Director of Certification & National Head Tester in January. Sid will continue to oversee all USPTA testing and the implementation of the new certification pathway.

Ramona Husaru was promoted to Director of Education in January. In her current role, Ramona oversees the educational offerings at the annual USPTA World Conference, as well as all continuing education and professional development events hosted by the World Headquarters and USPTA divisions.

John Embree Chief Executive Officer john.embree@uspta.org................................. x117 Fred Viancos Chief Operating Officer fred.viancos@uspta.org.................................. x128 Sid Newcomb Director of Certification & National Head Tester sid.newcomb@uspta.org................................ x149 Kelli Ferry Front Desk Administrator & Events Coordinator kelli.ferry@uspta.org...................................... x100 Chantell Segal Director of Membership & Certification chantell.segal@uspta.org............................... x145 Jacquelyn Dahre Membership Services Coordinator jacquelyn.dahre@uspta.org........................... x105 Dillon Chustz Membership Services Coordinator dillon.chustz@uspta.org................................. x184 Leander Primus Membership Services Representative leander.primus@uspta.org............................. x160 Trevor Trudelle Database Manager trevor.trudelle@uspta.org ............................. x111 Ramona Husaru Director of Education ramona.husaru@uspta.org............................ x147 Alegna Hollis Continuing Education Coordinator alegna.hollis@uspta.org................................. x166 Michael Tomassini Director of Finance michael.tomassini@uspta.org........................ x102 Ashley Walker Accounting Clerk ashley.walker@uspta.org................................ x141 Ellen Weatherford Controller ellen.weatherford@uspta.org........................ x103 Dana Dasch Human Resources Manager dana.dasch@uspta.org.................................. x118 John Gerard Video Production Manager john.gerard@uspta.org.................................. x122 Rico Edwards Video Production Specialist rico.edwards@uspta.org................................ x143 Jim Burke Director of Marketing & Communications james.burke@uspta.org................................. x142 Lucas CasĂĄs Public Relations Coordinator lucas.casas@uspta.org................................... x114 Kevin Karczewski Graphic Design Specialist kevin.karczewski@uspta.org........................... x144

August 2020

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USPTA

Career Development USPTA Certification Testing Dates Aug. 1-2.........................................................Sea Cliff Country Club

Huntington Beach, CA Aug. 3....................................... The Omni La Costa Resort and Spa

Carlsbad, CA Aug. 7........................................................ Wee Burn Country Club

Darien, CT Aug. 7............................................................Sinking Springs YMCA

Sinking Springs, PA Aug. 7-8........................................................... Ranch Country Club

Westminster, CO Aug. 8.........................................................Baltimore Country Club

Lutherville, MD Aug. 8-9.......................................................... Atlanta Athletic Club

Johns Creek, GA Aug. 8-9.................................................................Forest Meadows

Tallahassee, FL Aug. 9.......................... Williamson County Indoor Sports Complex

Brentwood, TN Aug. 9.................................................................. Midtown Chicago

Chicago, IL Aug. 10-11.......................Claremont Club & Spa, A Fairmont Hotel

Berkeley, CA Aug. 15-16...............................................Quail Creek Country Club

Naples, FL Aug. 19-20............................................. The Club at Harper’s Point

Cincinnati, OH Aug. 21-22.....................................................................BYU-Hawaii

Laie, HI Aug. 22.................................................. Mingus Union High School

Cottonwood, AZ Aug. 22..................................................................... Wakonda Club

Des Moines, IA Aug. 22.................................... John and Fay Menard YMCA Tennis

Eau Claire, WI Aug. 28........................................................ Midtown Athletic Club

Rochester, NY Aug. 29-30........................................................ Oaks at Boca Raton

Boca Raton, FL Aug. 30......................................................... Missouri Athletic Club

St. Louis, MO

USPTA-U

Visit www.uspta.com for a complete listing of certification and educational opportunities • Wheelchair • Padel • Platform

Visit TennisResources.com to find hundreds of exclusive educational and instructional videos, audio material, articles and drill diagrams related to all levels and aspects of the game of tennis. The user friendly video interface is great for watching on a desktop or mobile device and makes it easy to #GetYourSix wherever you are!

Exam reservations must be made by calling the USPTA World Headquarters at 407-634-3050 ext. 2 at least 21 days prior to the dates listed. Each date includes an exam and upgrade.

PTCA I is included in the two-day exam. Exam cancellations must be received no later than 14 days before the exam, or a cancellation fee will be charged accordingly.

NATIONAL BOARD OF DIRECTORS

ADDVANTAGE MAGAZINE

President................................................................. Feisal Hassan First Vice President.............................................Richard Slivocka Vice Presidents...............Lane Evans, Mark Faber, Trish Faulkner, Jason Gilbert, Bill Mountford Immediate Past President............................................ Gary Trost CEO...........................................................................John Embree Legal Counsel........................................................George Parnell

Editor...................................................................................... Jim Burke Managing Editor.................................................................Lucas Casás Layout/Design.............................................................Kevin Karczewski Editorial Assistance .............................Alegna Hollis, Ramona Husaru, Sid Newcomb, Fred Viancos, Chantell Segal, Ellen Weatherford Circulation..................................................................... Trevor Trudelle USPTA World Headquarters 11961 Performance Dr. Orlando, FL 32827 800-887-8248- www.uspta.com

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• Pickleball • RacquetFit

ADDvantage is published monthly by the United States Professional Tennis Association.

The opinions expressed in ADDvantage are those of the authors and not necessarily those of ADDvantage or the United States Professional Tennis Association.

Copyright© United States Professional Tennis Association, Inc. 2020. All rights reserved.

Reproduction of any portion of the magazine is not permitted without written permission from the USPTA.