Face to face

The world of business is very different today than in days gone by. In the “old” days, people went to the store, many times in their own neighborhoods to conduct business in most cases with people they knew. Today, we spend money each and every day without talking to people or knowing very much about the business. We have become comfortable doing business with strangers and machines. The golf course however is a very different place. It is old school in the sense that people are being served by people who are face to face, conducting a service transaction that is up-close and very personal.

There is, I believe, a great advantage in dealing with members and guests face to face. An opportunity exists to create connections that do not happen in other areas of commerce today. As you think about your property, strategize ways you and your team can accelerate the service standards, as well as connecting on new business opportunities. In today’s highfives post I provide 5 thoughts in supporting this face to face service experience:

1. Develop a team strategy beyond the department where staff members go out of their way to support the level of personal service with every member, every guest
2. The sweetest words in any language is our name. Set up a program where your staff members learn the names of every member and frequent guests. People will love it
3. Eye contact is vital in the service industry. Work with all members of the staff on eye contact, why it is valuable and essential in every transaction
4. Recognition is a human trait that pays dividends over and over. Work with your team on learning more about the members and recognizing their recent golfing successes
5. Showing sincere interest in another person is an amazing step in creating extraordinary service standards. Work with the staff on showing interest in your members on a regular basis. Talking to members, asking questions will help develop relationships that can pay off long term for you and the club. No doubt coaching will be important here.

As you consider these ideas, it is also important that you and your managers show genuine care and interest in your staff. The staff will mimic the action of their managers. Every day is important. Every interaction is important in creating the right story for the property. When people have the chance to be face to face, the opportunity to create unique human connections can help make your club that one of a kind place in the community that can excel when times are good or not. Create a service story on purpose, never wasting the chance to make it right for the member, the guest and the staff. Thank you.

Jack Dillon is an Orlando-based writer of the highfives series and is a speaker and an expert in hospitality, merchandise and people coaching. He has been in this industry for more than 45 years. Contact him at 407-973-6136.