The winning traits for course success

After decades of wearing a buyer’s cap, the great recession hit me, as it did millions of men and women across every industry, every business, large and small. It was early 2010 when my number was called, sending a 50-something to the street without his supper or a go-forward plan. Given the global situation, this job elimination was not surprising, nor devastating at that moment. While I eventually realized it would take extra time to catch on with a new organization, I never dreamed it would end up becoming the longest struggle of my career. 

One day during the PGA Show, things finally clicked. A friend knew a guy who knew an entrepreneur who needed help. For those next two years, I was that help. My journey into the world of the challenger brand began. What is that? A challenger brand is a startup or an organization struggling to find a healthy footing. The brand I joined in 2011 grew and grew over time. Today, it is a very healthy organism. 

From that role, I moved to other challenger brands over the next nine years. Some were struggling to hold momentum, and others were new to the golf market. Although every golf brand sets out to do many of the same things — build product, sell product, and stay connected to their customers — each day within the world of the challenger brand takes on a different set of twists and turns. Know that every person serving these challenger brands has learned important, transferable, wide-ranging skills. Each one is worthy of a conversation when a new opening pops up. This In My Opinion post provides three consistent traits learned by those with challenger brand experience. 

The challenger brand person has a tough, can-do attitude each morning. They understand that just having a phone conversation with a prospect or an email response some days can be a win. Every conversation and communication matters, as it may lead to a sale. While many suppliers count their daily transactions by the dozens, many challenger brands may count their daily wins on one or two hands. An attitude that puts people in the proper frame of mind means so much as they go to battle with every competitor.  

There is no more important value or trait for this category of business than persistence. The no’s will come often. They will not end. The person plugging away for the challenger brand understands that patience and persistence are required at the door, hopefully with refills available throughout the day. Being around a group of people who simply decide never to give up makes others stronger, more courageous. These are important people to have on the team, to be around as often, and as long as possible. 

The people who work for challenger brands also have an amazing ability to show gratitude! Every sale is a monster sale. Every customer is their most important one. When a new account comes on board, when a sale is made, the organization is grateful, happy, and excited, full stop. It is a special moment, especially early on in the life of the challenger brand. These people may put thank you notes in the shipping cartons or send a card separately to show the importance and value of the customer. Hiring people who will stretch their care and attention for others is a game-changing decision, one that will likely pay dividends for years to come. 

Today, thanks to COVID-19 and the great growth in the game, there are dozens of new challenger brands within the industry. With that, there are many, many people with these and other business-friendly traits that can bring much to your property. The bonus value I will add is “sticktoitiveness.” Certainly a cousin to persistence, this value simply means the person becomes determined to make good things happen during every shift. When openings come up, ask around, talk to sales reps and others who know. When you hire those who know how to stay in the game until the clock stops, you create a mix of people who provide you with the formula for building long-lasting, far-reaching success.

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Jack Dillon writes the In My Opinion post. A long-time operator and buyer, Jack recently went back to work at the Happiest Place on Turf. Jack is a speaker, a consultant, and a mentor. Please learn more at: www.youdontknowjackd.com. You can also call Jack at 407-973-6136. Jack continues to speak about service, operations, and communications. Jack lives in Orlando.