Every Shot in Golf is Good For Somebody

Consider a restaurant owner. There are two ways to sell more food: Get more new diners to try your restaurant, or get more existing customers to come back more often. (As I get older and become my father, I frankly don’t need to go any farther than about 3 miles from my house to eat out!). The golf industry faces this same challenge.
One of my first bosses- who was a good golfer- once told me: “Every shot in golf is good for somebody”, depending on whether it was your good shot (You win the hole), or your bad shot (Your opponent wins the hole), etc. Golf is taking steps to increase the amount of golf being played, but in a unique way.
“Three million people play golf for the first time each year. But about the same number quit. Last year, for the first time in 60 years, more courses closed in the U.S. than opened….Many are calling for a change in strategy…worry less about attracting new customers….improve the golf experience for those who are already on the course”. It should not surprise you that “Avid Golfers” (Those playing 25 or more rounds a year) constitute 23% of all players but 63% of the spending. How are they making gold more attractive to the Avid Golfer? Speed up play, design course that allow for playing fewer holes (As few as six), and reduce the cost for those who play frequently.
The Lesson: What can you change in your business to get existing customers to buy your product or service more often?
Your Homework: Consider a survey to your best clients; ask them why they keep coming back to your business? What improvements do they think you can make?
(Source: “How Golf Went Off Course”, Wall Street Journal, 4/2/07)