How To Win In A Recession...Sell More Memberships
Sure it may be harder in a recession, but just a few more members can deliver to the bottom line of any facility. Here are four steps to implement today.
Step 1: Identify your prospects.
Who can you sell a membership to? Everyone, right? Tell me the last time you sold a membership to someone that hadn't played your course. Pretty rare, right?
Then make sure you're targeting the people that play your course. They are your best prospects!
If you're a private club how many non-members play your course any given year? 1,000? Keep in mind all the guest play, outside event play, maybe it's a lot more than 1,000. What are you doing to capture their information?
Is it awkward to ask a guest for information? Make it a new policy. Tell your members that you want their guests to have the experience they expect. In order to help in that effort, you'll need to obtain some simple contact information from guests to conduct periodic guest surveys.
If you're a public or semi-private club that sells an annual pass or membership, how many non-members play at your facility? 5,000? 10,000? A lot, right?
How are you capturing their information? At check in have your staff ask, "Would you like a free round of golf on your birthday?" 90% of players will register. Simple, right?
Step 2: Sell the dream.
This is critical. So many clubs try to sell the economics of joining - "you break even after 4 rounds per month". Or they only offer membership specials, which cheapens the membership experience.
Sell the facility, sell the service, sell the experience of membership. Sell the idea of playing whenever you want without reaching in your pocket. Sell the idea of playing 6 or 9 holes before you go home after work or before you go to work.
Sell the life long relationships that you will make and a safe place for your children to play. There is so much more to a membership than golf. Sell the dream!
Step 3. Campaign 3 times per year.
Campaign heavily in the Spring, then Fall, and a third time depending on your season. The 3rd campaign should be an introductory membership program, such as a 6 month program in the off season. Here are four campaigns ranked by cost effectiveness.
1. House email list. Target all of your non-members that have played your course. Use a professionally written sales letter that appeals to the desire to play more golf. Include a specific call to action to fill out your registration form. Now you have a hot lead.
2. House mailing list. Through your point of sale database or other databases, identify the players with mailing addresses and sort by playing frequency. Send a professionally written sales letter to the top 1,000 players, again with a call to action to join.
You'll get more shelf life with a mailed letter, so you can include more info about the program and how to join. If done correctly, you should hit your membership targets within 1,000 prospects. If not, expand the range.
3. Your staff. This can be the most effective method if implemented correctly; however, it's difficult for a facility to get their staff to do this on a consistent basis.
Have your staff ask one question to everyone that walks in the door: "Are you familiar with our XYZ membership program?"
If the answer is yes or no, respond the same way: "Great, let me get your contact information and send you some more information."
4. Rented or purchased list. If you don't have a house list, you'll have to purchase a mailing list or rent an email list. It's not as effective as a house list; however, it will produce results. And it's a great way to supplement your house list.
This is the same concept as above, but typically with a call to action to register to play the course. Your purpose with these lists is to get the lead, not the sale. These are folks that haven't played your course, so you need to get them to play your course first.
Step 4: Order your leads from CourseTrends.
CourseTrends is your source for leads and marketing execution. Call 877.231.0060 or click here to receive a quote today!
Until next time.
Alan Stalcup
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