On-boarding enthusiastically

Can you see yourself in this picture? It is a sunny day in 2023, you have never been to play on a real golf course but are aching to give it a try. Your golfing friends had to go to work today, but you have the opportunity to slip out for 9 holes. Although your friends cannot be part of your excursion, you feel pretty safe believing help is plentiful once you pull into the club’s parking lot. You have a borrowed set so no need to rent clubs. Because you have never been to a real golf course, you don’t know the protocol, or even the questions to ask. You pull up into a parking space (not realizing there is a bag drop) and grab your clubs to head to the clubhouse. What happens next can be hit or miss. Hopefully you get lucky and run into a helpful team member. You end up being paired with a twosome, and although these golfers are patient and thoughtful, you truly can’t wait for your day to end. You just never felt at ease, moving through the day, through the unknown, without your friends to laugh through the fear.

Maybe this story is an exaggeration, maybe not. For several years I have felt bad for any rookie coming into the game. While many new golfers come with a friend or two, they all may lack the working knowledge of how to manage through the day of golf. Certainly for the past two plus years, the game has welcomed millions of both new and returning golfers to golf courses everywhere. These folks, stuck inside, were anxious to get out and see exactly what this game of golf circa 2023 was all about. What did the golf feel like for all who were looking for fun and fresh air? In my opinion, there needs to be a better way. A way to help engage and immerse new people who want to play, learn, and enjoy golf beyond just a test drive. Even with those returning to the game, golf has to feel a bit strange, beginning with simply booking a tee time.

When a person comes to the course for the first time, there should be a way to provide friendly engagement. In this In My Opinion post, I offer three ideas about the golfer on-boarding process. Here are my thoughts:

On the club website there can be a specific area providing new golfers a how-to section about the day ahead: You can extend that with a one-page content and welcoming sheet in the shop or on your golf carts. A good way for your new customer to better enjoy their day is for them to understand what’s ahead. The fewer surprises, the better the service scores. 

Have a designated staff member assigned: Although everyone on the staff should be aware when new golfers are on the course (a special bag or cart sticker might help), it may work well if you designate one or two of your friendliest folks as your mayors for the day, helping the new golfers navigate their way to the first tee. Certainly you cannot take staff away from their work for hours at a time, but there should be that opportunity to make a difference. A few minutes of support and encouragement can be a calming thing for those walking on eggshells.

Feedback and follow up: It is also important to approach your new players at the end of their round, asking them about their day against their expectations. It is then essential to the story to send a follow up email, asking the new golfer for some simple feedback, providing an incentive within your email. It is vital to create the tone for the relationship. You certainly want to make this new golfer your golfer. With timely communications you have the opportunity to create a regular, versus having them jump online to seek the deal of the day at a golf course nearby.

To successfully build and retain a new legion of golfers you’ll want to develop a proactive plan. Include your most enthusiastic people to then help manage the experience. You’ll want to follow up to ensure you have made a solid connection with your customer.

Although this may feel like pie in the sky, with ideas coming from a blogger, I believe it is essential to help new golfers gain knowledge and comfort from the start. If they feel good about the game they will play again. If they feel good about your hospitality, they will play your property again. It is about being proactive, with a plan and a welcoming attitude.

Jack Dillon writes the In My Opinion post. Jack is a consultant, a buyer, operator, and author. Jack’s new book, The Grand Tug of War: buying and selling in the Real World is available now for all sales reps and buyers who want to do more. To improve your service and your team contact Jack at jackd@careerdividends.com. You can also call Jack at 407-973-6136. Jack is taking a few clients again. Jack lives in Orlando.