The power of the phone call - top tips to maximise every call at your facility

The first call a prospective member makes to your club could be the most important, but data from PGA Partner 59club shows that many in the industry are failing to make the most of this opportunity.

These tips will help you maximise every incoming phone call to your golf facility:

Availability of the right staff member is crucial for answering calls promptly

• Timely responses to calls are crucial; hesitation or missed calls result in lost opportunities.
• Approximately 42 per cent of calls initially reach the wrong staff member.
• This situation can lead to callbacks or potential members being won over by competitors.

Building rapport in initial calls is vital

• Engaging staff naturally create rapport by asking about golfing background, playing frequency, location, handicap etc.
• Only 28 per cent of the industry excels in building this rapport, while podium clubs achieve 77 per cent.

What prompted the enquiry?

• Ask about the inquiry's trigger; it offers valuable insights.
• Prospects may be unhappy with their current club's course or lack of investment.
• Highlight your club's excellent course condition and future investments for a positive outcome.
• Failure to explore these reasons makes persuasion harder.
• High-performing clubs consistently ask about the inquiry's trigger, while the industry does so only 70 per cent of the time.

Identify the caller’s needs

• Address these needs to excite them about membership.
• High-performing clubs achieve an 86 per cent success rate in this area.
• Industry average drops to 44 per cent.
• Overall, the industry often fails to assess callers' history and needs.

Are they shopping around?

• Ask if the caller is considering other clubs.
• Assess competition's strengths and weaknesses.
• Emphasise your strengths without criticising competitors.
• Podium clubs achieve a 50 per cent success rate.
• Industry average is only 14 per cent.

Promote your club, facilities, and unique selling points

• Utilize personal information to excite the caller.
• Podium rating for promotion is 72%.
• Industry average is 55%.
• Encourage prospects to visit the club for further discussions and conversion.

CLICK HERE to read the full 'The power of the phone call' article which featured in the October issue of PGA Monthly.

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• Members