ASSUMPTIONS

You might have grown up loving the game.  You love golf as a game, and now as your business.  You are an expert.  Know that on some days being an expert is a problem.  Why would becoming an expert in golf, in anything be a problem?  I will get back to that.  My friend Steve, a golf director at a public course in a fast-growing city was conducting a clinic recently, with 8 women newcomers to golf.  Steve had worked his pupils through several clubs in other sessions, and he was now preparing to show his pupils how to hit fairway metals.  As he started to talk about the process, one of the women stopped him to ask a question: “Steve, what is a fairway?”  Steve was stopped in his tracks.  So the obvious next question to the other 7 women: “how many of you do not know what a fairway is?”  Three other women raised their hand……..

  You see, as a 40 year expert in the game, he never thought to ask the basic of questions.  Too silly, too elementary?  As experts we tend to walk around knowing what we know, and assuming the rest of the group knows something.  Golf is uncomfortable, it is frustrating, it tears at our very souls sometimes because we just can’t seem to get it.  That being said, we are the experts, and we walk among the wannabes who would give a month’s salary to break 90, to hit one shot like their heroes, and we may never sense their fear, their total discomfort, their lack of knowledge.

  In order to grow the game, and sustain that growth, we maybe need to get elementary with our process, with our efforts, and certainly with our instructions.  Golf is the game of a lifetime.  It is the game for men, women, kids, grandparents, good friends, clients, customers, no matter the age or skill level.  Because you are an expert, I ask you to take a giant step back.  I ask you to really get the game from the starting line.  As that woman drives up to the clubhouse know she is frightened, totally uncomfortable asking herself 10 times a minute: “what am I doing here?”  So long before you hand out the clubs, the forms, and ask for payment……please begin with the very basic stuff.  Begin the game of a lifetime on the right road starting on their first day.  The feeling for both of you will be extraordinary.  Don’t believe me…….just ask Steve.

1. Make sure all of your guests know your facility
2. Have an welcome intro form to your facility, showing everything including restrooms, areas to buy food and drink etc.  On hand and online.
3. talk to your golfers.  Find out where they are in their game experience.  This can build loyalty.  Golfers love to know the pro.
4. When teaching, spend the time to walk onto a few holes.  Show them where the fairway sits
5. As an expert, we look up to you: please, never look down on us.

Jack Dillon writes the highfive series.  Jack is a speaker, a Toastmaster, a golf shop “expert.”  He would be excited to talk at your next important event.  Jack lives in Orlando.  Reach Jack at 407-973-6136 or at highfives81@yahoo.com.  Thank you.