Six ways to improve membership sales

In the second of a series of articles from the Golf Consultants Association, GCA Member Mark Reed from golf customer service specialists 59 Club shares six ways to improve membership sales:

  • Always gain contact information: name, email, home address, telephone number, company name, position.
  • Take an interest in your prospect: enquire about their playing habits, where they play, how often, playing ability and so on.
  • Build a rapport: discuss their interests and membership requirements, such as social aspect, interest in competitions, team golf, desire to meet new people.
  • Tailor your promotion of the club facilities, services and unique selling points towards the prospects membership requirements.  
  • Always perform a ‘trial close’ and follow this up with a direct request for the sale – and ALWAYS attempt to overcome any objections to the sale.
  • Chase up all prospects that do not sign on the day – don’t give up on a lead until you are categorically told “NO”!

59club is Europe’s leading golf-specific customer service benchmarking and training consultancy who analyse, compare, and monitor customer service and sales procedures within the golf and leisure sectors. To discuss your business requirements contact Mark Reed on [email protected].

By Mike Hyde

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