When I am consulting with golf course owners, they hear me talk a lot about numbers and how the numbers will tell us everything we need to know. This is because numbers will tell you the truth about what is…
Brand audits are super cool because it gives you an opportunity to learn about what it takes to create, build and maintain a quality brand. One of my most favorite things in the world to do, as far as business,…
A buying signal is a change in behavior and/or demeanor from a golfer which indicates that he/she is considering (to whatever extent) buying your golf product or golf service. The most common buying signals are questions: "How much is it?”,…
Brainstorming and brainstorming sessions are valuable ways of coming up with new ideas. There is a saying, “where focus goes, energy flows” and “what you think about, you bring about”. One of the things I learned early in my career…
List maintenance is maintaining your golf prospect and client list(s); keeping them updated and clean. This is a very crucial part of golf marketing because your marketing efforts are going to rely on the quality of your list. When people…
When you think of the term “sleeping beauty”, you are usually thinking of some type of corporate venture, takeover (hostile or friendly), but what most golf course owners don't understand is there are a lot of businessmen and women out…
Caveat emptor is a Latin term meaning "let the buyer beware". The term implies it is the customer's responsibility rather than the seller's to ensure the goods or services offered for sale are able to deliver the desired result. Ethical…
According to about.com, traditionally, an initial impact statement for sales people to use at first contact with prospect in writing, on the phone or face-to-face , the OBS generally encapsulates the likely strongest organizational benefit typically (or supposedly) derived by customers…
Today I want to discuss the term mystery shopper. A mystery shopper is someone who is shopping the competitor or other businesses and his/her goal is to get as much information about the competitor or business as they possibly can…
I love topics like mirroring. Early in my career, I started studying the psychology of professional sales and one of the things I stumbled across was mirroring. I realized through practical experiences, prospective members tend to mirror some of my…