Low Hanging Fruit

So...you’ve fired your Membership Director, Restaurant Manager, General Manager....and promoted the Assistant Pro to Head Pro/GM/Restaurant Manager/Membership Director.  Your Pro Shop?  Well, it has turned into a place for kids to watch TV, do homework, and nod to members as they walk in.  Ask them a question and it’s like pulling a string on the back of a child’s doll, “I don’t know”.  “I don’t know, I’m not sure”.  I don’t know sir, can I get your name and number and have someone (that knows something) call you back.  This happened to me yesterday when I called one of the most prominent club's in town.

And they wonder why people are resigning?

Why can’t members understand that steadily increasing rates coupled with decreased service and competency are essential to survive right now, geez?

And what about those people that quit the club after being member’s for so many years?  Wouldn’t you like to know the real reason they left?

It is alarming to learn how many former members of private clubs are NOT contacted by ANYONE at the club when they resign, yet these same very clubs are complaining about the lack of new members?  

Wouldn’t the low hanging fruit for new membership be former members, since at one time, they were happy?

People will move, get a new job, or pass away, but golfers...especially private club members, don’t quit playing golf, they just quit playing with you.

If you’re one of the 95% of private clubs hurting right now, why not commit next Monday to calling ALL of your former members?  More than likely they will still be playing golf and I bet they will tell you everything you need to know to 1) bring them back and 2) sell new members, because their issues are/will be the same issues your “never-been” members will quickly recognize.

Suggestions?

1. After catching up on their lives since resigning, ask them point blank why they resigned?  Don’t explain or justify anything.  Just listen, because what you are about to hear is gold.

2. Re-state exactly what they said in your own words.  This will let them know you understand fully why they left.  If they tell you they left for economic reasons, dig deeper, most of the time this is a smoke screen for a bigger personal issue.  You might say, "John, I understand times are tight financially speaking...is there anything else we could have done better in your view "?

3. Say, “John, I don’t even know that I can’t fix a,b, or c issue, but pretend I could, what do you see yourself doing”?

4. If “0” means they have no interest in coming back and “10” means they can’t wait to come back...and they give you anything above a “5” feeling, invite them for lunch and a complimentary round with your club President and Assistant Pro turned GM/Restaurant Manager/Head Pro/Membership Director.  

Two things will happen (and both are good):

1. They will re-join, but you may have to eat a little crow.  Big deal.  You converted a disgruntled member into a happy one!

2. They don’t re-join, but you get good word of mouth vindication because I guarantee, they told everyone that would listen how you fouled up when they resigned.  Just the fact that you are calling them again, when it wasn’t done before will leave a good taste in their mouth and I bet they will tell people the humility you showed in reaching out.  Who knows?  They may change their minds and come back (if you stay in contact with them).

By the way, did you ask them for a referral?