What’s in it for me?

In 1991 I was starting a new job, responsible for a seven-store retail organization. In my first meeting with our marketing company, I saw some letters big and bold on the top of a white board in the front of the room: WIIFM. Although these 5 letters did not overwhelm my professional life, they did reinforce what I believed about customer service. In the end I was working for the paying customer. If I did not execute each day with that mindset, I would be the ex-leader of a successful retail organization.

The letters above stand for “What’s in it for me?” It is that thought on the mind of every person when they sit in on a company meeting, enter a store, or book a tee time. Because golf is hospitality, it is a story of serving your golfers with extraordinary care and attention to detail, better than any of your competitors. Although every golfer has different reasons for wanting to play the game, there are three specific values to address as you look to improve hospitality. Although they may not hit the sweet spot all around, they can, I believe, significantly improve the way you deliver a great story. Here are my three opinions:

Golf is a diversion: The world is a confusing, messy place on most days. Many people want a place to go for a time to get away, to do something they enjoy, while leaving the noise behind for just a few hours. Golf is an extraordinary diversion. Do all you can to allow the experience to shine through. Suggestion: maybe the clubhouse televisions should not be turned to the 24/7 repetitive bad news channels.

Golf is an amazing challenge: Some people can break 85, others struggle to break 110, yet there is a challenge on that 1st tee for each and every one of us. Whether it is the final score or another attempt to knock it over the water on Hole 11, the game holds several personal challenges far beyond the scorecard. Do all that you can to make the round and the course fun with a wee bit of a challenge tossed in.

Beauty: Over the years I have heard golfer after golfer speak about the landscaping on a property as they move throughout the course. Many times they dwell on the lushness of the grass, the flowers and landscaping all about. With a messy, grey world just outside, the beauty of a golf course is something to drink in and enjoy during the round. Do all you can to make the aesthetics an important part of the hospitality and an important part of the experience.

In the end people play for their own reasons. Just know that as the golfer prepares for their day with you and your team, they are thinking about that acronym, the phrase that drives every next move: what’s in it for me? If you can get the team to work to successfully answer that question within their role each day, the opportunity to provide grand hospitality moves to astounding. When people feel good about your business, they return and then they tell others. Others in this new world might be hundreds…or maybe many more.

Jack Dillon has been writing for Golf Inc magazine for more than 12 years. Jack is a long-time golf expert. He is an author, speaker and merchant. He can help build an organization, and a team. Reach Jack at 407-973-6136 or at jackd@careerdividends.com. Jack lives in Orlando.