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  1. Standing Out From The Crowd in A Very Crowded Market
    Andrew Wood
    Now let's look at the golf industry. Let's take a half dozen private or daily fee golf courses in a town near you. What makes one demonstratively much different from the next? Usually absolutely nothing at absolutely every touch point (A touch point is the various places that a customer interacts with your business) . . . keep reading

  2. Capitalizing on Your Club's "Thing!"
    Andrew Wood
    When we think of our most memorable experiences, it is our memory of the feeling we had at that moment that shaped and defined the experience. Although we can rarely pinpoint the specific events and details that triggered those feelings, we do know that all the elements combined just right made the moment and experience perfect. I define these elements as the "intangibles": the rhythm and details that together have both created and enhanced the overall sensory experience. . . . keep reading

  3. Are Your People Doing What They Should, Or What They Want?
    Andrew Wood
    Back when I was in the karate consulting biz, I hired a guy to sell. He had been one of my customers and he told me he was great at sales. For a coupl . . . keep reading

  4. How to Drive Traffic to Your Outings Direct Sales Website
    Andrew Wood
    Obviously somebody who is Googling golf outings is a highly motivated prospect so it's important for you to be at or near the top of the search engine results. In more highly competitive markets where lots of clubs are jockeying for top search engine rankings, it may even make sense to allocate additional marketing dollars on SEO and Pay Per Click (PPC) campaigns. This is especially true when we keep in mind that a typical outing at your club means an influx of several thousand dollars in one day. . . . keep reading

  5. Make an Impression with Your Club's Networking Opportunities!
    Andrew Wood
    One of the key areas I think is seriously under utilized at private clubs is the promotion of networking opportunities. Especially in today's world when members are demanding more value than ever and what could be better than offering the high percentage of your business owners, business. . . . keep reading

  6. Make an Impression With Your Club's Youtube Channel
    Andrew Wood
    YouTube is an amazingly cheap and powerful tool to create buzz for your club that basically gives you the ability to create your own TV show. Now if used correctly that's not just power, that's serious power! YouTube is the ideal place to share your expertise, highlight your course, and showcase your customers and results while you attract and entertain your existing and future clients! It's also a great way to go viral. It aids in generating web traffic and helps you climb up the search engine rankings. . . . keep reading

  7. Your Facebook Page
    Andrew Wood
    Not only is your profile the page that you have the most control over, it's the place where you can most deeply and authentically express your passion for the club, resort or teaching facility you want to promote. Your profile page is an opportunity to craft a credible real-world story around the reasons your facility is the best in town. Take advantage of Personal Info, Work Info, Photos, and Applications to tell bits and pieces of your narrative as it relates to your club's brand. . . . keep reading

  8. Increase Sales And Service With a Beverage Cart
    Andrew Wood
    We got a new beverage girl at our club the other day, very keen. She saw us waving from down below the 5th green and drove the cart right over the green and down to meet us. Nobody told her that you could drive on some grass and not on other grass! It's not just showing up and looking pretty. Just like the starter, ranger and outside operations guys the key to a truly great beverage cart experience is simply training. Few club offers comprehensive training, fewer still have written manuals to back it up. . . . keep reading

  9. Building Buzz And Brand With Facebook
    Andrew Wood
    Imagine how long it would have taken you in the old days to build a targeted list of customers that large. That's the power of Facebook, the power to connect with a target audience and to get that audience helping you reach large numbers of other people quickly, easily and at no cost! . . . keep reading

  10. Make a Memorable Impression with Your Ranger For All The RIGHT Reasons
    Andrew Wood
    If you look online at the hundreds of review sites where people can leave feedback about your business one area stands about above all others when it comes to golf courses. Fully 50% of the bad press is generated by a single person... the golf club's ranger! This makes sense as once a player tees off he is the person they are most likely to see while out on the course for 4 or 5 hours. Unless they actually do want to see him in which case he is usually AWOL looking for golf balls! . . . keep reading

  11. How to Run A Successful Outing Lead Generation, Telemarketing Campaign
    Andrew Wood
    In a world of Do Not Call Lists and gate keepers you need a proven system to get your offer to the correct person every time. This system has produced a minimum of 400 qualified leads for every outings campaign that we have run in a metro area. You have the choice of either running your campaign in house (either with your own staff or by bringing in a temporary staff member, like a college student or a temp service to help) or you can also outsource your campaign to a professional company that... . . . keep reading

  12. Make an Impression with Your Club's Service
    Andrew Wood
    It is easy to forget that the people we serve can leave at any time. If they leave with an unsolved problem, they are liable to tell a whole bunch of people about that problem. According to the best studies, here is a breakdown of why people stop doing business with any particular person or company. The greatest percentage of loss can be avoided if you train your staff well. . . . keep reading

  13. Make An Impression With Your Club's Logo
    Andrew Wood
    Logos are a tricky thing at clubs because people get attached to them even if they are awful and there are some awful logos out there. What can changing your logo be worth? Apart from the obvious benefit of an image update it can be worth a small fortune in merchandise sales. Does it accurately depict who the club is or what it stands for? . . . keep reading

  14. Thirteen Ways to Use Twitter Effectively For Your Club
    Andrew Wood
    Twitter is a fantastic communication and engagement tool, but like any tool it must be used correctly to work. Too many clubs are either not using Twitter (and other social media), not using it effectively, or using it and giving up because they can't see the point! There are several values to tweeting on Twitter for all kinds of clubs although primarily daily fee and resorts. . . . keep reading

  15. Use Blogs, Twitter and Facebook to Promote Your Contests
    Andrew Wood
    Contests are a great way to get people involved with your social media. Give away clubs, balls, green fees, vacations and memberships. The bigger the prize the bigger the response and once again you will be building your database. . . . keep reading

  16. Legendary Closing Techniques
    Andrew Wood
    There are almost an unlimited number of ways to close an outing sale but we have covered the most successful ones here. Try them out, say them out loud, and role play them with your staff. Find the ones that seem most natural for you and put them into action at once! Outing sales need to be oriented to presenting and closing within a relatively short period because people often book somewhere when they're in a booking mode . . . keep reading

  17. Make an Impression with Your Club's Music
    Andrew Wood
    Background music is a key element to the success of any restaurant, hotel, spa, or golf club, but often times, clients and their customers do not realize how the music is chosen or why it's being played. If you've ever walked into a retail store and wondered why certain music is playing, there may, in fact, be some rhyme and reason to the selection. As any music fan will testify, listening to a particular style or piece of music can alter moods. . . . keep reading

  18. Post More Often on Facebook to get Greater Response
    Andrew Wood
    How often should you post on Facebook? Google it and you'll get a thousand different answers. Ask a social media "expert" and you'll get the same results, but whatever the right answer is, it's far more posts than you are most likely doing right now. Most clubs post too infrequently, either lazy or afraid of offending their fans, many not even posting once a day, which is the bare minimum. . . . keep reading

  19. Think In Multiple Modalities; Sight, Sound, Smell, Feel, Taste
    Andrew Wood
    It pays to remember that there are five different senses to attract people's attention and make your club more memorable. Look at every touch point and see how you can enhance it at every level every modality not just one. You know what I mean, the smell of a charbroiled hamburger just around lunchtime waffling over the 9th green for a patio grill. A whiff of fresh brewed Starbucks coffee in the morning as you enter the clubhouse. . . . keep reading

  20. Make an Impression with Your Clubs Offers and Extras!
    Andrew Wood
    Everyone likes getting something for nothing, or failing that, at least getting a little more than they think they paid for and it often doesn't take very much! For example, My golf club used to bring out a huge bowl of chips and salsa in a custom plate when we went on the patio to drink beer. Net result, we stayed for two or three beers instead of one. . . . keep reading

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