Develop Loyal Customers
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Loyalty Is Money

In the hunt for golf customers facilities chase new customers that don't spend much, but keep losing the ones they have, who do spend a lot. Quality matters more than quantity: are you ensuring that you retain the loyalty of your customers? It's not about getting customers in the door; it's about getting your facility in their hearts.


In this simulation, you'll interact with customers to build relationships that will last longer. As you build these relationships, your customers feel valued, spend more at the facility, and your facility benefits.

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Winning for Westlake

You will be playing the role of Jamie, a PGA Professional at the Westlake Golf Club.


The Westlake Golf Club is a public golf facility, located on the east coast, and doing fair to average business. Its clientele is quite diverse, drawing from different demographic profiles nearby. It has a large golf shop with an extensive range of products, a restaurant, as well as a club fitting studio.


You will need to communicate with the customers in the facility, understand their needs, identify the best solutions, and fulfill these needs. To this end, you should follow the PGA Six-Step Sales Process. You should also look up what the director of the facility has to say in his monthly email.


Select Continue to do so.

Six Step Sales Process

From the Director's Desk

Select each of the tabs below to review the Six Step Sales Process and the Director of Golf's inputs, then select Continue to proceed.

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The Six Step Sales Process details how professionals should sell golf to our customers.


Prospecting and Qualifying

  • Product
  • Price
  • Place
  • Promotion
  • Demographics
  • Social Media
  • Target Market

Opening the Sale

  • First Impression
  • Greet
  • Engage
  • Listen
  • Gather Data
  • Sell Yourself

The Presentation

  • Fact
  • Feature
  • Link
  • Benefit
  • Competition
  • Demonstration
  • Convincing
  • Added Value

Handle Objections

  • Listen
  • Clarify
  • Demonstrate Value and Benefits
  • Negotiate Price
  • Offer Guarantees
  • Verify Objection Solution

Close the Sale

  • Identify the Moment
  • Redefine Expectations
  • Upsell
  • Add Value

Follow Through and Follow Up

  • Post Sales Strategies
  • Client Data
  • Referrals

From: Harry Evans

Subject: The Westlake Progress Card

Hello Westlakers! Our facility has been doing well in the past few months, and it’s all because of your hard work. Look out for our employees’ party where you and your family are invited!

I’d like to talk about some facility initiatives and policies that you should know, so you can do your job even better and keep our customers happy.

To remind everyone, since there has been some confusion, our facility offers group play for a minimum of three players. Two players? Sorry, that’s not a group according to our policy.

We continue to forbid single play on weekends; there’s just too much demand for those weekend slots. We may revisit this in times when weekend play demand fades, but for the immediate future, no single players on weekends.

Pass on the good news to our female customers about how we’re setting up a women’s committee for the golf facility, with women members only. Some of our women employees will be part of it too. The aim is for our women customers and our women employees to talk about how we can make our facility women-friendly.

We also have a dedicated ladies’ golf group that plays every Wednesday evening. We book the place for them, and if you have any women beginners, that would be a good place for them to start.

Finally, the Westlake Club Championship is back, and registrations are open and filling up fast. Remind our regulars and get some new members in.

Menu Options

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Click each bubble to choose the best response.

Select the top most golf ball to review the conversation you've had.

Contact 1

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Select the arrow next to a parameter for more details on how you fared.

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Replay

Overall Score:

Good Job

70

%

Contact 1:

70

%

Parameters

Score(%)

  • Closing the Sale

    0%

  • Developing the Relationship

    0%

  • Creating Value

    0%

  • Identifying the Customer

    0%

  • Demonstrating Product Knowledge

    0%

  • Gauging Customer Reaction

    0%

  • Suggestive Selling/Bundling

    45%

conclusion

We hope you enjoyed playing the Develop Loyal Customers Simulation

To summarize what you can take away from the simulation:

  •      Retaining customers is as important to the facility as gaining new ones
  •      You retain customers by developing their loyalties to you
  •      Build relationships by identifying their needs and fulfilling them
  •      The Six Step Sales Process is a useful tool that can help you do so
  •      Remember that the facility must generate revenue as a result of your efforts
  •      Keep in mind the Task vs. Relationship aspects of your interactions

Thank you for playing!

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Conclusion

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Missed Out

The customer leaves. You've lost the chance to develop a customer relationship for the facility.

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What's Next?

The customer leaves. You've lost the chance to develop a customer relationship for the facility.

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A Quick Review

Let's look at how you did on this contact before you proceed to the next interaction with the customer. This feedback will also be available for later review whether you complete all three interactions with the customer successfully or not.

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Conversation History

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Conversation History

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