Reflections of the past year

It’s that time of year! The time to plan, to finalize budgets, and think about necessary improvements for the new year. Before you turn the page away from 2022, however, I suggest there are still a few things to do before you turn to the next chapter. It is fairly safe to say that 2022 was the last full year of mass fret and fear concerning COVID-19. Millions having had their shots, including boosters across the country, realize the virus will live alongside us, the same as influenza and other seasonal illnesses. It has been a devastating time for families, individuals and the nation as a whole. Over this time, we have come to understand that we are a tough, resilient nation. As you look to move past the last of three insane seasons, I ask you to take a step back to appreciate some critical people in your world.

Although there are probably dozens of people that helped your property succeed in 2022, this post suggests shining the light on three specific groups: your top performing staff members, your top managers, and your best members, the top 20%. These important golfers like you, they like the property, and they like the feelings they experience each time they are at the club. As you think about these three groups, it is as important to recognize and reward them. I am certain they provide value far and above the average. Here are my three opinions on the key people of 2022:

The top 20%: These golfers are loyal to your club. Besides playing often, they will bring guests. In addition, they will spend money in your restaurant and your golf shop. They are loyal to you and your brand. They like what you do, and they tell others the good news. It is essential to thank them, recognize them and show your appreciation. Great service is not about being fair and balanced; it is about taking care of the most valuable people in your business.

Your VIP staff members: It seems that every business has them. You may have three or eight, but these people always seem to have your back. They take the extra shifts, stay longer when asked and never complain. They go about their work, doing their job efficiently and consistently. They never complain or give management a tough time. You would like an entire team just like this group. As the year ends, it is time to say thanks in every way that you can. Because you realize the value these people have to your business, a simple “thank you” just won’t feel right. In this time of The Great Resignation, recognize and reward these people. What would you do without them?

Your top managers: Leadership is certainly a team sport and at a club with many moving parts you need passionate leaders to help you create great service while growing sales and expanding the business. Whether it is two or four or some other number, single out your top managers. In addition to recognition and a reward, develop a plan together of continuous learning in order to help each accelerate their career development. You may lose them over time but pushing their development is a gift they will appreciate through the years. As the top leader you can see the skills in each of your managers. Sharing what you know and providing a path for their development is an amazing reward.

There are so many things to do in this last month of 2022. No matter the size of your to-do list, seeking out the most valuable people on both sides of your business should be right there at the top. Be sure to spend a few minutes individually thanking each person for what they mean to you and the property. In the end, it can be the little things that are remembered that have the most personal value to the individual. Never miss the chance to thank your most important assets.

Jack Dillon writes the IN MY OPINION posts. He is an author, speaker and expert in the golf business. Reach out to Jack to build a better club, a better team. Jack is an expert in operations, service, communications and merchandising. His new book, The Grand Tug of War: Buying and Selling in the Real World will be out in January. You can reach Jack at 407-973-6136 or at jackd@careerdividends.com. Jack lives in Orlando.