Golf Membership Benchmarking

Recorded 'Membership' Enquiry Call & Live Facility Show Round

59club will analyse and grade your staff’s ability to manage a recorded enquiry call for a Golf Membership followed by a live show round of the clubs facilities.

Feedback analysis for both the enquiry call & live show round provides you with a very detailed independent report, pinpointing areas of staff and procedural strengths and weaknesses within your ‘new member’ sales enquiry procedures.

The audit will highlight staff's understanding of the process to extract key personal information from a prospective member in order to deliver a detailed promotion of your member services, facilities and key USP's in a related fashion.

All 59club products have the ability to make service level performance comparisons against your chosen competitors, other venues in your group, the best performing clubs, and the rest of the industry.

Analysis Includes:

  • Initial recorded enquiry call for a potential membership, marked on the staffs ability to promote and up-sell the clubs main services, facilities and USP’s
  • Ability to offer, book and confirm a facility show round and 'sign up' appointment
  • Ability to conduct a ‘needs analysis’ to ascertain the main membership requirements
  • Ability to deliver a detailed ‘show round’ of all relevant facilities including the golf course, all practice facilities, bar and restaurant, changing facilities, members notice boards and golf professional shop
  • Ability to promote club services from social events and team golf to member benefits and discounts
  • Show round summary and sales process including ability to 'overcome objections to the sale'
  • Follow up call to ‘chase the sale’

The feedback acts as a tool to measure how successfully all front line staff are implementing your business strategies, giving you the confidence and knowledge that the level of sales and service your team are delivering is what you would expect.

"It only takes one bad experience to send your golfer away to your competitor and do untold damage to your reputation and profits" 

Jamie Carroll, Group Membership Sales Manager, De Vere Resorts & Venues said:

"Having launched the De Vere Club membership scheme in April 2010 and investing in resource and marketing activity it was of paramount importance to be able to efficiently manage and benchmark the performance of our 11 individual membership sales advisors. It then enables us to put effective training plans in place where necessary and more importantly reward good performance. We helped develop the golf membership test call and visit criteria with the 59 Club and it has become an integral part of our culture and helps us improve as a sales function."