Whats My Line?
Whats My Line?
I was channel surfing the other night when I ran across a rerun of a game show that had a successful 17 year run from 1950 to 1967. The show’s name is “What’s My Line?” and although the format of the show does not apply to the golf industry in any way, it got me thinking about the importance of the “right lines” in your business.
Think about this!
Recall for a moment your favorite movie. Think about your favorite line in the movie and who spoke the line. Now think about this. These are actors working off a well written, well rehearsed script! It’s obvious but mostly overlooked in the golf business.
Ever watch Letterman or Leno? Their monologues are not impromptu. Writers spend hours coming up with material. It is then reviewed by the show hosts and further tweaked. Finally, the
lines are rehearsed until the words, delivery, and timing are perfect!
So, you may say all well and good for movies and television, but what does that have to do with me? Well, actually if you want to maximize your results on every member or guest encounter, call, lead, and prospect for your services, it has a lot to do!
An example
I recently attended the Golf Industry Show in New Orleans. When I went to the front desk to check in to the Wyndham Hotel, it was obvious that the Front Desk staff was well trained and had an established means for engaging and checking in guests.
I was greeted with a smile and “Welcome to the Wyndham, how may I assist you?” by a well groomed pleasant young lady. Telling her I was there to check in, she said certainly, told me her name, asked me for my name, and proceeded to
access the reservation. She then informed me of the various hotel amenities including the restaurant, bar, business center, parking procedures, concierge services, and offered a upgrade to a suite. She did this with confidence, without stammering, stuttering, or missing a beat! I declined her upgrade offer but was still impressed with the professional, pleasant manner with which she handled my check in.
Throughout my stay I was treated similarly with every Front Desk encounter. Specifically, a smile, a question “how may I assist you,” and a thank you for choosing the Wyndham. It was obvious that the staff was well trained, well rehearsed, and made a consistently great impression with every guest encounter I witnessed.
Another example
During my trip, I went to dinner at an Oyster House. I wanted nothing but raw
oysters so I sat at the oyster bar where the guys shuck the oysters right in front of you. As I was approaching the end of my dozen oysters, the guy who was doing the shucking for me, Curtis, engaged me in a conversation that went something like this:
Curtis: You enjoying those oysters?
Bob: Absolutely, they’re great!
Curtis: Do you like grilled oysters or Oysters Rockefeller?
Bob: Sure do.
Curtis: See those oysters on that tray? (He pointed to a tray that was piled high with the largest, fullest oysters in the place).
Bob: Can’t miss them.
Curtis: Well, we put those oysters aside for our people (referring to the people who are sitting at the oyster bar). The people at the tables can’t get those. Those oysters are the absolute finest for grilling and
Rockefeller. How about I pick out six of those big guys and get them going for you?
Bob: How can I say no? Do it!
Now even though I had planned to leave after my dozen, the combination of the visual appeal of those oysters, the promise that those oysters were reserved only for certain patrons, the personalized service, and the suggestion from my accomplished oyster shucker, Curtis, combined to represent an irresistible offer I could not refuse. And the baked Oysters Rockefeller were even better than the promise!
So what happened here? The restaurant picked up another or so in revenue, I had a great experience, and Curtis got a great tip! Wins all around! And only because I was asked. I suspect Curtis as well as his fellow oyster bar specialists have that same conversation many times each day.
And another
example!
On my way out of town I was at the airport a bit early so I stopped at the bar to have a beer. As I ordered my beer, the bartender asked me if I would like to make it a “large” for only a dollar more. For only a buck how could I refuse? I watched every transaction that happened during my stay at that bar, and whether it was making a beer a “large” or making a cocktail a “double” for only a dollar more, EVERY person said YES! Think about the incremental revenue that the business generates simply by asking that question after they get the initial order.
So, what’s the point?
The point is that there is a huge upside in your business if you train everyone on your staff to sell. This begins with your professional salespeople who are charged with selling memberships, outings, private events,
rooms, and any other services your club or resort offers. These people should have written, well rehearsed scripts just like a movie or television show. These scripts should have the one perfect way to do a sales presentation, handle an objection, ask for the sale, and ask for a referral.
This scripting extends to every employee who has contact with members and guests thereby providing an opportunity to up sell. It may be the golf pro suggesting range balls, a new glove, or a special on golf balls. It could be a server in the restaurant suggesting an appetizer, dessert, or special cocktail. It could be the front desk attendant suggesting spa treatments or boat rentals. Or it could be hundreds of other things to achieve a greater spend from your current members and guests.
What if you could improve your closing rate on prospects for your
services by 5%, 10%, or 15%? What if you could up sell your current members and guests through suggestive selling by the same? The numbers get big quickly and are the difference between barely making ends meet and being successful.
So, what should I do?
Get started with some simple things like the beer upgrade. Make sure every department is focused on up selling something every week. Have a script for the staff to use and track the results you achieve.
And for your professional sales staff, become a member of The Missing Link staff training program! As a member of The Missing Link staff training program, you’ll receive a ready to use
sales system each month. You’ll get a training manual including an audio version, to keep and use forever as you build your own personal library of sales training materials for your staff. That way, your staff can learn every day just like they would if they were working for a large company that demands constant training and certification! Follow this link to get more information on The Missing Link.
Bob Devitz is the President and CEO of Legendary Golf Management and is an expert in the operations and marketing of Private Clubs. Bob has over 25 years of experience in the industry, primarily in senior management roles with ClubCorp, an industry leading “for profit” company. Bob has an MBA from The Florida State University, a BSBA with a specialization in marketing from The University of Florida, and is a member of the PGA of America. Having worked with hundreds of Private Clubs during his career, Bob brings a results driven, bottom line approach to the Club Industry.
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