Community - GolfBusiness

Keeping Guests Happy
s the battle to bring new custom-
through the doors rages at
Aers
clubs across the country, operators
have varying ideas on what the best
strategies may be. And if their approaches
to get players to the course
prove successful, the tactics then shift
to getting first-time visitors to return.
Golf Business recently polled several
operators about their strategies to
reel in new visitors—and turn them
into repeat customers.
Scott Jacques
western Skies GC
Gilbert, Arizona
“We’re helped by
the fact that we’re
right in the middle
of Gilbert and
there are homes Scott Jacques
all around us. We make sure the word
gets out to the customer base that we
have right at our front door. We have
an advantage, but it’s up to us to
make sure we take advantage of that
and keep the word-of-mouth positive.”
Scott Renner
White Columns CC
Milton, Georgia
“In our case (as a private club), it’s
reputation and tradition. We’re very
respected in the community. Our
first-time visitors are brought here as
guests, and I’m sure they’ve been
told good things before they even
see us. That’s an advantage to getting
them in the door. It’s important
for us to make sure that members are
spreading the word.”
Ed Selser
Atchafalaya GC at Idlewild
Patterson, Louisiana
“It’s easy to say word-of-mouth, but
that’s too general. You have to give
people something to talk about, and
it can’t just be the golf course. Our
word-of-mouth extends to our restaurant,
which results directly in first-time
merchandise sales, which translates into
first-time players. Like all businesses, the
more you give people to talk about, the
better word-of-mouth there will be.”
Renner: “I would say
customer service is important,
but so is the
quality of the product.
Price can be an issue,
of course, but if you
have good quality of
product, it makes the
Scott Renner
price less of a problem. We have a
relentless pursuit of perfection when it
comes to conditioning and the quality
of our product. You have to want to
be a leader, to always find a way to
get better.”
Jacques: “Customer service can be
consistent no matter what else is going
on. If the course is wet, if there are some
rough spots or whatever, good customer
service can leave a lasting good
impression on that first-time visitor. We
teach consistency to our staff. It doesn’t
matter what kind of mood you’re in, it’s
about the customer’s experience.
Selser: “What
keeps them coming
back is not glamorous
work—it’s in the
trenches. It’s giving
of yourself to make
the customer happy,
Ed Selser remembering that
it’s always about them and never about
you. Finding out why they’re there, what
they want, what will enhance their experience,
what they might want to buy
in the way of merchandise.” —Jeff Barr
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