Making partners

Imagine for a moment that your property consists of 18 golf holes, a parking lot and nothing more. Sounds a bit bleak, right? No flags, no golf carts, no food to eat or merchandise to sell. All that your golfers can do is walk, guess on the hole location, and swing away. This story paints an important story. Suppliers, and the many vendor partners you have, help to make your property all that it is. Without these relationships, could you imagine that anyone would want to play your golf course? The suppliers that provide products and services are essential to the success of every club, including the one you manage. The organizations and their people work to provide everything from basic items required to open the doors, to those cool things that bring a bit of luxury to a day of hospitality.

Suppliers should be embraced as an essential part of your success. Not only do they provide every item necessary to build your operation, these vendors have smart, talented people willing and able to provide suggestions and ideas that may improve operations. As one who has been on both sides of hospitality, it is my opinion operators do not drill down enough, seeking the wisdom and experience of the supplier men and women that come through the doors. In this In My Opinion post I will provide three thoughts on the people that serve your property.

Spend time: Plan to spend time with some of your supplier representatives each month. Set up meetings to grab coffee or lunch off-property, just to “talk shop.” The more you spend time with your suppliers, the more you learn. These men and women call on many similar operations throughout the region. Testing a few best practices might help your team improve. Spending time with a variety of suppliers can provide an amazing look into the industry from the inside. In addition, my guess is that your club will be treated with extra care and attention by this network.

Encourage: Your buyers and managers should treat these suppliers as friends and partners, not as the enemy. Sure, some reps want only to write business, no matter the state of your business. Teach your leadership the art of the deal, digging for better prices, more information and other details good for your property. With dozens of suppliers serving the property, the amount of information flowing through your clubhouse daily is intense. The more you and your team know, the better the execution.

Throw a party: I once worked for a great leader who treated his suppliers like family. He felt he could never do enough to show his appreciation. During the PGA Show, he would even rent out an entire restaurant, thanking his suppliers for taking care of his business. It was not only a good lesson; it was a lesson for a lifetime. Treating your suppliers special also means being open and honest with each of them. The majority of sales and service professionals are good people. Treating them as members of your corporate family will show them something they rarely see: respect.  

Although you can’t love everyone coming through your door looking to sell you the next great widget, you can orchestrate a system of attention and care that over time may create amazing partnerships. No doubt, you are the customer, but as my first boss, a PGA Class A Professional, said to me as I was looking to give “attitude” to a rep almost 50 years ago: “Son, you get a lot more bees with honey than with vinegar.” Be on purpose with the way you treat your suppliers. The payback, I believe, will be extra-large.

Jack Dillon writes the In My Opinion posts. Jack is a speaker and author. He is also a working consultant, providing golf course operators improved golf shops, improved service strategies and engaged team members. Contact Jack to learn more. He can be reached at jackd@careerdividends.com or at 407-973-6136. Jack can help your club. You just need to reach out. Jack lives in Orlando.