Really like this article circulated by Course Trends, an internet
web page developer specializing in golf courses. However, sometimes
the reality is that struggling golf courses need ANY revenue they
can attract just to keep the lights on.
Compete On Price
Everyone knows that when you compete on price,
it's a dog-fight where it's the last man standing with only one
winner - the one with the lowest cost basis.
operate in a super saturated golf metroplex, where there are 30,
40, 50, or even hundreds of golf clubs and you don't have the lowest
cost-basis, you better not compete on price. And even if you could,
eventually someone is going to come along with a lower cost-basis
and beat you.
way to increase your profit margins is by becoming the first and
only choice for your customers and prospects. That means you work
really hard, I mean really hard, and consistently, sometimes for
years to attract and retain your customers. And you stand firm,
rather than cut your prices in reaction to your competitor's latest
price cuts. Sure you may take a short-term dip, but you will prevail
by excelling at customer service.
said than done, I know. But here are fives steps for developing
a competitive edge:
Pricing, but not necessarily the lowest price. Customers can usually
tolerate a 20-30% price difference between competitive products.
$39 green fees versus $30 green fees from your competitor; you're
in the competitive range with 30% more revenue and double the profit.
2. Facility Quality that is unmistakable from the moment someone
steps foot on your property. It's the small stuff. Clean restrooms,
soap containers filled, paper towels and toilet paper stocked. Restaurant
condiments that are topped off, fresh coffee, trash cans emptied
and tables cleared even when it's busy. And obviously, a course
that is consistently maintained and groomed. Clean range balls,
and practice facilities maintained with the same quality as the
3. Service that is consistently excellent and transports your customers
away from their day-to-day world. Golf is entertainment and entertainment
is escape. Staff training, measuring, reviewing, and more training
is the quickest way to guarantee your success.
4. Marketing that is aggressive, constant and omnipresent in your
market. Maximize your marketing budget with Search Engine Optimization,
Customer Segmentation, Email Marketing, and Direct Mail. Use Sponsorships
to help pay for radio, print, and other more costly media. Work
with a Golf Marketing Leader like CourseTrends that specializes
in marketing golf facilities.
5. Deliver everything you promised and 1% more. You don't have to
exceed your customer's expectations by 10, 20 or 50%, just exceed
in the area of marketing, you must segment between your members,
daily fee players, and event planners. You must appeal to their
unique and specific needs, offer value individually, and aggressively
communicate with them, to ensure you create undeniable loyalty.
KAHN ADDS...: If you do plan to lower prices to compete, be
sure to indicate in your marketing material that you are offering
temporary savings from the normal or posted rate. Make it sound
like the offererd lower rate is temporary - even giving a reason
("See our newly renovated bunkers!", or "We've
speeded up our greens and we want your comments!"). And
don't overdo it. People catch on to phony deals and claims.
In fact, the strategy can backfire if you continually offer
us today to schedule your Golf Marketing Review - 877.231.0060