Last week in Cardiff, AMP Sales & Service Delivery provided the tools to turn everyday interactions into unforgettable experiences.
From tee sheet strategy to membership conversion, the programme was packed with practical skills. The two day course was full of immersive learning, collaboration, and professional growth for our delegates.
Led by expert trainers David Reeves and Matthew Orwin of Promote Golf, the programme blended formal instruction with peer-to-peer collaborative work, creating an environment where ideas flowed freely and practical strategies took shape.
Day 1: Laying the Foundation for Sales Excellence
The opening day set the tone with a highly interactive agenda focused on the fundamentals of membership growth and sales strategy. Delegates explored:
- Why people join golf clubs – understanding member motivations
- Membership marketing strategies – targeting the right audience
- Websites as sales tools – key do’s and don’ts for digital presence
- Social media marketing – driving engagement with paid and organic content
- Member referral sales – leveraging existing members for growth
- Professional membership calls and tours – non-intrusive, effective techniques
- Competitor analysis – identifying what “good” looks like
- Top five sources of membership – where new members come from
- Converting academy members into full members – bridging the gap
The day was marked by high energy and a strong commitment to professional development, with delegates actively sharing best practices and real-world experiences.
Day 2: Driving Retention and Revenue
Building on the momentum, the second day shifted focus to retention and revenue generation. Through a mix of presentations and group discussions, participants gained actionable insights into:
- Member retention strategies – keeping members engaged and loyal
- Club management software – using tech to enhance sales and service
- Tee time management – optimizing availability and member satisfaction
- Maximising golf days and events – boosting sales and repeat business
- Upselling techniques – creative approaches to increase value
- “Magic sales words” – language that influences and converts
The collaborative spirit continued, with delegates exchanging ideas and refining strategies. Allowing them to take fully fledged sales & service strategies to take back to their clubs.
The two-day programme underscored the value of combining expert-led education with peer-to-peer learning. Delegates left inspired and equipped with new tools, techniques, and perspectives to elevate their club’s sales and service delivery.
“It’s a really useful and thought provoking course which gives you a great insight in to driving income”
Gareth Evans, Club Manager – Mountain Ash Golf Club
A heartfelt thank you to our trainers and participants for making this another high-impact chapter in the GCMA’s commitment to professional excellence. Now, it’s time for our delegates to put these insights into action.
The Sales & Service Delivery Certificate also saw the first Advanced Management Award achieved by one of our delegates, with Paul Hübner successfully earning the Advanced Management Award in Golf & Hospitality Operations.
To achieve this award, Paul completed all 4 of the Advanced Management Programme Certificates under the Golf & Hospitality Award, designed to enhance strategic and operational capabilities across key areas of club management:
- Food & Beverage Management
- Marketing Strategy
- Sales & Service Delivery
- Golf Course Management for Golf Club Managers
By Mark Shanley
