The economic collapse has affected many business enterprises. There
are fewer and fewer services which are seen as “essential” anymore.
Basic services like haircuts, auto repair, and even dentistry are
increasingly being seen as elective.
So, where does that leave us in the golf teaching profession? We all
know that people need golf now more than ever, but how do we
convince golfers to invest their precious resources in lessons?
The key marketing strategy is to convey that playing golf is an
investment which reaches far beyond the lessons. Simply put, we need
recreation more. In essence, golf provides “re-creation.”
Now, many of our courses and clubs have been implementing their
downside marketing strategies and tactics. For the most part, these
approaches are separate from lessons. So, this article is for you! I
will present low-cost, cost-effective, and proven marketing tactics
to enhance your lesson business.
The first step is to become aware of those approaches which do not
work. I am sure most of us can plead guilty to wasting money on
risky, ill-conceived, and expensive ideas. Especially during these
down times, some teaching marketing approaches do not have
acceptable returns on investment: presentations to service clubs
(with one exception cited below), associations with club “demo
days,” working with high school golf teams, and even blogging.
Granted, a few of you might have found success with the above, but
for the most part these offer poor returns on investment. Never
confuse activity with efficient action.
The following are proven marketing tactics which can enhance your
teaching business. You might have to adapt them to your region and
golfer demographics…and they do work!
• FOLLOW UP WITH EXISTING STUDENTS.
You don’t have to “reinvent the wheel.” You have a grand resource
with previous students who already know you. You should always have
regular follow-up phone calls with all former students. Follow my
“Rules Of Three”: after the lessons are done, regularly follow up in
three days, three weeks, and three months. Ask questions about
implementation and integration. Especially in later calls, encourage
them to book a new series of lessons. Sell them on the benefits of
how satisfying it is to keep progressing.
• USE FORMER STUDENTS AS REFERRAL SOURCES.
Even if these students don’t want to renew, offer them a free
playing lesson if they refer a friend who books a series of lessons.
Share the benefits of such a playing session so they become
excited to actively promote you.
• EMPLOY “ONE-SHOT” SEMINARS. A
series of lessons initially may be too much of a commitment for new
students. However, a specific one session seminar might appeal to
them. Offer a one-hour group seminar on such specific topics as:
short game, putting, course management, or making the high school
team. Present great information, but also recommend how they should
follow through with it.
• OFFER A FREE VIDEO SESSION.
For those of you with the equipment, offer a free 15-minute video
session. This should include brief feedback. Some video software
also have the capabilities to include a split-screen comparisons
with Tiger Woods or Lorena Ochoa. Many golfers love to see
themselves, and this can provide the impetus for future lessons.
• DEVELOP A LAMINATED REMINDER CARD.
Such little cards are magic! Create a laminated (people don’t throw
away laminated things!) card summarizing a key dimension in playing
golf. Sample topics could be: how to become ready to play, how to
transfer one’s game, how to employ swing cues, how to salvage a
round, or how to cope with pressure. Whenever you hand one out, give
four of them so golfers can pass them along. (If you would like
samples of my three reminder cards, please send me a SASE to USGTF
RC, P.O. Box 13309, Reno, NV 89507 and I will be happy to send them
to you.)
• DONATE A LESSON SERIES TO YOUR LOCAL PBS
AUCTION. Such a donation will receive a lot of air time
during auction week. You will gain grand exposure as both a top
teacher and a community supporter.
• DEVELOP RELATIONSHIPS WITH LOCAL MEDIA.
Television and print media are always looking for local experts to
utilize. Especially during the majors or a new item about Tiger
Woods, media like a local slant on these national stories. Buy them
breakfast (they are always hungry!) and regularly send them
pertinent information so you remain in their minds.
• WRITE A GOLF ARTICLE! Write an
interesting and relevant golf article which you can offer to
multiple local businesses’ and organizations’ newsletters. Common
topics can be: business golf etiquette, common playing errors, how
to transfer one’s game from the practice area onto the course, how
to relax, how to cope with slow play, and of course, the
recreational benefits of golf. Always include your “trailer” at the
end of the article where you can be contacted.
• PRESENT TO PROFESSIONAL WOMEN’S GROUPS.
Especially if you are a woman teaching pro, such professional groups
love hearing from you. Offer a short presentation to local women’s
groups (especially your EWGA chapter) on such topics as: business
golf, networking, how to play with the “good ole boys,” and the
rights of women golfers. I know many women teaching pros who have
positioned themselves to be the sole teaching resource for women
professionals.
• ORGANIZE GOLF RETREATS.
Depending on your target markets, you can organize a weekend golf
retreat at a nice resort. Such weekends are usually for four friends
or associates where you all play two rounds, have morning and
afternoon practice sessions, and even mealtime roundtable
discussions. I know teaching pros who package such retreats around
how to play the game, how to score more consistently, and even
mastering the mental game.
Which of the above appeals to you? All of these work, but I do not
know which might work for you in your locale with your target
populations. The important thing is to look “with new eyes” at other
possibilities.
A final key point is to always position you and your teaching
services as unique. Joel Weldon is an iconic sales trainer. He is
best known for this piece of advice: “Find out what everyone else is
doing and then...don’t do it!” The last thing you want to be seen is
as “me, too” teacher. Continually assess what your local colleagues
are offering. Then do something different which positions your
services as uniquely valuable.
There are answers during these challenging times. Look for them. You
very well might discover that you actually enjoy creating new
services. Please keep me posted on what you have found to be cost
effective. I will combine them and share with our fellow USGTF
members in a follow-up article.
Dr. Tom Kubistant is one of the original golf psychologists. He has
written three books and over 350 articles on the mental game. He is
also the leading expert for those poor souls afflicted with the
yips. He loves talking to USGTF members and can be reached directly
online at Kubistant@aol.com
or in Reno, Nevada, at (775) 329-2215.
