With the start of the 2010 golf season fast approaching for much of the country, I’d like to bring up a few ideas to think about for 2010 season. After recently spending time with some AMF members in Florida, it was clear to me that most of us have the same issues at our respective clubs. Not only do we have similar issues, but they tend to repeat themselves year in and year out. For example the time and energy that is put into ladies golf and ladies merchandising only to see very little revenue returned. How about the Junior Golf Programs that are poorly attended and require a great deal of staff preparation. The constant pressure of trying to provide more organized member’s game, etc.
After reviewing the conversations and stories with these professionals it is extremely clear to me that clubs have a makeup or personality that is identical to people’s personalities. After a certain age it is extremely difficult to change your personality and the makeup of one self’s. However it is easier to modify a specific behavioral tendency. A person can modify behavioral tendencies by being more cognitive of the behavior, therapy, etc. We as golf professionals must realize clubs are the same! In order to save yourself from headaches during the middle of the season slump due to your desire to take the club to the next level, one must understand that the club and programs can only modify, not change. Modification should also be done slowly.
We all know the person that will spend hours of our time getting fit for clubs and then turn around and buy them at a discount house. Expect and except that, don’t allow that member to get you disgruntled. Turn your attention to that member after the fitting and describe the sale in the golf shop on apparel or balls. If your policy permits maybe you can match the price! He is not going to change, but maybe you can modify him.
Those of you that work outside operations, identify the members that require the iced towel and the two cups of water prior to play. Their expectations are not going to change no matter how busy you are. Kill them with kindness and change your mind set. After time maybe they will modify their behavior next time you are busy and can’t get to them right away.
As I’m staring at the 3 feet of snow on the ground, I know it won’t be long until the bags are flying everywhere, carts zipping pass, and all day teaching sessions in 100 percent humidity. I’m making a commitment to remind myself that the club’s and members behavior will not change. It is my job to provide quality daily performance and excellent customer service in hopes that I can help modify theirs!