A humorous look at how people see Golfers!

I recently spoke to 110 members of the Golf Association of Philadelphia on the subject of Social Media-How Private Golf Clubs Should Use It.  I was exciting to learn the GAP is looking towards the future of the golf industry and searching for ways to deal with the change facing golf today.  Hopefully, what I offered them will get them on the way to success.

Change or Be Changed

One of the issues most private golf clubs are addressing is how to deal with the culture change and the next generation’s attitude towards private golf clubs.  As more and more people and business accept the new technologies associated with improving their lives, so will private golf clubs.  Understanding social networking and how social media works is a must if a private golf club expects to solve this problem.

However, private clubs should not just go forward accepting the most popular method of social networking or a plan that is created as a template all private clubs should use.  Every private club has to determine what works for them and their membership.  The type of social media they should use and the style of social networking that will work for them is determined by the Club’s mission, goal and purpose.

Clear Mission

If the mission of a private golf club is clear and forward thinking then the direction the club is taking will lead them the right path to success.  If the mission is not clear are relevant to today’s fast paced world then maybe the mission of the club needs to change.

I say could be and maybe because there are always going to be some reasoning a club will have that would explain why they are not going to be able to use social media.  These will be the clubs who will find it hard to replace members as the result of natural; attrition.

The mission tells potential members where the club is heading.

Solid Goals

Every private golf club should have a goal.  Without a goal the club will quickly become stagnant.  Nobody wants to be a member of a club that is going nowhere.

A goal every club should have is to take on the changes facing them and accomplish the goals by teaming with the membership.  Every club should have as their goal to offer their membership modern amenities.

Worthy Purpose

The purpose of every private club is different.  However, no matter what purpose the club has set forth as why it is a club, it should service its members and community.  The club being social online is one way to communicate its purpose.

What type of social media the club should, would or could use is determined by its mission, goal and purpose.  There is no template or one way that works better than others for private clubs.

Every club needs to make ‘being social’ part of their mission, goal and purpose.  This one change will help the club move forward and attract new members.

Following is a little teaser of the interview I did with my business partner Dave Bisbee.  The full interview will be published tomorrow on Mr Business Golf and the Biz Golf Guru sites. Enjoy!

Dave Bisbee – Biz Golf Guru Founder

Meet Dave Bisbee who runs the ultimate in comprehensive game improvement center at Sedona Golf Resort, Sedona Arizona and provides the only integrated system combining golf instruction, custom club fitting, and mental  conditioning available today.

Anchored by Dave Bisbee the Center provides an environment that welcomes new golfers to the game, helps the seasoned golfer achieve higher levels of performance, and offers a unique series of programs for business executives.  A proprietary “Mental Game” program helps golfers gain a deeper understanding of self which leads to a clear cut plan for setting and achieving goals

With more than 35 years of experience Dave is renowned for his innovative methods and easy going style helping thousands of golfers gain greater satisfaction through improved performance.  Known by his peers as a teacher of teachers, Dave has pioneered an integrated system linking mind, body, and Golf. This holistic approach connects the dots that lead to achieving goals.

Dave has authored several books, articles and instructional videos as well as many innovative programs for Fortune 500 companies that combine golf with executive development.

Following is my interview with the Biz Golf Guru.

Mr Business Golf: We have been out talking a lot about business golf over the years but I have never asked you straight up What is Business Golf to you?

Dave: To me it is any of a number of golf experiences that are intended to affect a business objective. It could be to establish or strengthen a customer relationship… or to have the opportunity to bond with team members… or to uncover potential new business opportunities.

MBG: We share in our push towards bringing business golf to more business people as a way to enhance their enjoyment of the game. What are your thoughts on How can Business Golf help Golf?

Dave: By making the game a part of their business strategy. Many companies have shied away from golf over the past few years because of the perception that it is a wasteful use of time and money. If they know how to use it the game can be one of the most powerful and cost effective methods of CRM and relationship marketing that there is.

MBG: You and I have been round and round with thinking out are joint approach to helping Golf find solutions to what is keeping it from growing, Why do you think Golf is not used by more business people?

Dave: I think it probably boils down to the 2 most common challenges which you and I have talked about so often… Time…and Money. Maybe there is some hesitation with regards to skill level but I don’t think that is as much of a factor.

MBG: I am asked by business people who are finding golf as a great addition to their business networking what to expect as they use it more.  To you What is a perfect round of Business Golf?

Dave: Well if there is any such thing… but for me it is when I have picked the right people for the experience and matched it with the perfect venue, and I have managed to foresee all of the potential mishaps so there are no surprises. Oh and at the end we all have agreed to next steps.

MBG: We both are contacted by golf courses, private golf clubs and other golf related business people asking for our advice on possible solutions we see they should consider to get through the slumping economy and grow their business.  In your view What has Golf need to do better or change to encourage more business people to play golf?

Dave: I really believe that the industry has to do a better job of selling the multitude of ways in which the game can be experienced. Too many people in and outside of the industry keep trying to sell golf as 18 holes and that’s it. That just perpetuates the notion that the game takes too much time. We need to develop a more a la carte approach. A business lunch at a golf course is a golf experience… a visit to the driving range after work hours to hit a few balls and share a drink is a  golf experience… and 9 holes at the end of the day or on a weekend can suffice. We just need to change the mind set of “golf takes 5to6 hours to play”.

MBG: We talk nearly daily hammering out are approach to enlighten more people to how golf can be used as a business tool and discuss in detail how as a business, or recreation, Golf has got to change to survive.  Where do you see Golf in Five Years?

Dave: That is a really BIG question. There are so many things that can affect where the game goes…for the most part I think there will be a resurgence of it’s popularity because it is becoming such a global game…I mean the economy can’t be bad everywhere at once can it? And I hope that people like you and I will have some influence on the strategic benefits of the game as it pertains to business. Ask me again in 2017.

Dave and I will be having our annual summit meeting this Spring out in Phoenix, Arizona.  I hope to be able to expand upon these and more questions with Dave while I am out there so I can bring to this forum more insight into what Business Golf can to do help the golf industry.  Big thanks to Dave for taking the time to provide you his views and until later, let me know how I can help.

I’ve answered this question a few times in my career which spans across a long period of time.  What is interest now about being asked this question is the answer I give is usually never the same.  I guess that is what makes playing Golf different than playing other sports or games.  There are just so many reasons to play golf.

Overall, I play golf for relaxation.  Yes, golf is relaxing if you play it knowing you are not going to beat Tiger Woods, but could take down you 9 yr old grandson..for now.  I also play golf for business.  No, I am not a professional golfer per say, just a golfer who plays golf with clients or potential clients to get a better understanding of the true person I am dealing with.

Many people don’t use golf as I do and that is perfectly OK.  That is what makes golf the versatile activity for many.  I find most people who ask me why I play golf don’t play golf and in nearly all cases have a complete misunderstanding of golf.  Many say they have tried golf and hate.  However when I drill down to how they started to play golf or learned to play golf I found they have never stepped off the mats of a driving range to play golf on a golf course…or, never was taught to play golf.

It really is a shame how golf is negatively perceived by so many people.  Granted, if your only exposure to golf is watching it on TV then it is understandable how so many people can get the impression golf is only played by a bunch of conceded snobs.  Same goes if your only view of golf is from viewing comments made about golf on Twitter.

I wholeheartedly respect when someone I just played golf with asks me why I play golf.  It does not shock them one bit when I answer…I just like it!

Hopefully, I get to play golf with you someday so you can understand what I am talking about.  Let me know how I can help.

(This issue keeps coming up around the country so I thought a recap of the blog written July 2011 would be appropriate)

At a dinner gathering last evening a few of women golfing members of a private country club reported on the latest policy changes made to their club’s summertime tee times.  The reason given for the strange policy change for tee-times on weekends was based on ‘Industry Standards’.  The question for the rest of the evening became…when does ‘industry standards’ override logic? The policy this private country club felt was needing to be changed dealt with the seasonal ‘Double Tee’ starts in the mornings. Teeing off on both sides of the golf courses during the summer months was to accommodate more members to play in the early morning before the heat of North Texas days becomes unbearable.  This method of course management has been more than a tradition for this club to offer members split tee starts in the morning.  This process of split tee starts included a crisscross after each 9 holes played.  This has worked for years.

Nature of the Problem

However, the club was experiencing a problem for which they felt a drastic change in policy was needed.  It seems many members were falling out after nine holes f play.  The fallout at the turn was causing gaps of groups of golfers.  These gaps, the club manager assumedly felt, were a waste of club resources. The club management felt the unpredictable and random open slots could have been filled with ‘Golf Cart Renting’ members.  Obvious, this seemed to be a ‘missed revenue’ opportunity for the club.  As a result the only solution the club’s management team could make to capitalize on greater revenue was to change the policy on how the split tee-times would be managed. So out of the great wisdom of the club’s management team they mandated, by change of policy, that the tee-times booked on the back nine portion of the double tee-times starts would be for 9 holes only.  This meant the tee-time requests for the few members (approximately 75 to 80 members from 7:30am to 9:30AM on each golf course) who requested weekend morning starts on the front nine of the golf courses would win the honor to play a full round of 18 holes, while the same number of members who selected to tee off on the back nine only got to play 9 holes. Yes, the ‘WTF’ statement was used several times during the dinner gathering.

Lack of Communication Causes Problems

Amongst a number of  major concerns these members of the private club had was in the effort the club made to communicate the policy change to the membership. The gaps in communication from the club management to the membership was again a contributor to the problem the membership was having with accepting the policy. The only form of notification on the change of policy offered the members was a flyer placed in the clubhouse and on the online tee-time program.  It was also assumed there was a notice in the club newsletter sent to all members in their bill which generally is never read by the majority of the membership. For private clubs’ with weak connection to their membership ineffective forms of communication on changes in a major policy will work against them. Weak communication produces;

• a membership who has a lack of confidence in the club’s management
• low morale amongst employees who catch the blunt end of the lack of communications from the members who are angry about the change
• an intolerant atmosphere resulting in members eventually leaving the club out of discuss
• negative publicity towards the value of being a member of the club

This seems to be happening now at this private club as a result of how this issue was handled.  However, there are a few contributing factors related to why  policy changes are not communicated effectively and why written notices are not read..which results in the policy changes not being readily accepted. Here are three of the top reasons communications breakdown at this private country club..

1. Approximately 60% of the golfing members, of this particular private country club, do not come into the new members’ clubhouse or locker rooms, before or after a round of golf, due to those facilities no longer being accommodative to most members’ needs or interests.  Seems the recent multi-million dollar remodel of the layout of the clubhouse’s gathering places, to be more of a ‘Resort’ feel instead of ‘Private Club’ feel, is pushing more members, of all ages, to develop a lack of interest in going into the clubhouse…not to mention the price gauging the club administers to those members who do come into the clubhouse for after round socializing and drinks.
2. Almost 50% of the golf members who use any online tee-time request system do not read any of the notices posted on the system since most systems are marred with a large number of erroneous messages.  Most golfing members prefer to use the traditional, more personable, method of calling the pro-shop to set up a tee-time for the weekend.   Resentment to being forced into using a non-personal, online method of requesting tee-times also results in the lack of interest in the notices being made online.
3. A growing majority of the membership do not read the newsletters or notices provided in the monthly dues bill mailings.  The notices provided with the monthly bills have become marketing promotions for functions and events of no interest to most golfing members resulting in the notices being passed on to the trash can like most direct mailing promotions.  There are also a significant number of members who have their bills paid through a trust fund provider or CPA’s for which the member would never see the newsletter under any circumstance.

Root Causes

This club’s Online Tee-Time Request system was put in place due to the club’s very large golfing membership and to manage the large volume of play over three golf courses.  Over half of the members prefer to play golf only on the weekend and nearly all of them want the early tee-times to keep from playing in the blazing summer heat.  The rotation style selection for tee-times allowed an opportunity for every member to eventually obtain the tee-time they preferred, or requested, for the weekend. The concept seemed fair enough until the the club places tee-times too close together for the average golf skill level of the members who play on the weekend.  Too close tee-times, and unmanaged pace of play naturally is going to cause slow play.  Compound the slow play with 100 degree temperature in North Texas and you have a flammable (pardon the pun) situation for which members leave after tolerating only nine holes as part of their ‘anger management’. With only half of the membership not being aware of the change in the split-tee tee-time policy for those members who won the honor of playing on the back nine were treated to a very rude awakening when they finished the back nine to now find a line at the first nine holes was filled with members who had booked tee-times.

Adding Fuel to the Fire

This is when the ‘stuff’ hit the fan and this group of livid member’s started emailing the club manager to state their dissatisfaction of the policy change and the lack of communication on this change. After getting back to my office to read the email exchange one of the members had with the club manager.  I was very concerned with the reasoning the club manager used to approve the change in the ‘double tee’ policy.  Making policy changes in the private club sector based on so called ‘Industry Standards’ is a very poor position to take especially when the policy change the vast majority of the private country club industry should be made from the interests of the membership base.  Private Club Policy standards are set by its members since the members are who pay the club’s bills.  Even basing a rule change on what is presumed to be accepted by ‘society’ is very risky way to manage a private club.

‘Oop’s, I Take That Back’

As the evening wound down I was told the change to the double tee policy had been recently rescinded by the club management team and was done so, coincidently, after several of the prominent men members of the club (who financially support the club heavily through elaborate social function with huge bar bills) were given the back nine tee-times on the weekend and did not know of the policy change.  The policy change came late Saturday morning immediately after those gentlemen made the turn. Funny how money and the men of private clubs get so much attention over the women concerns (I wonder if that too is done by ‘industry standards’).

Ultimate Solutions

What could the club have done to avoid this situation?  After reading the reply the club manager made to these dues paying members I would take it any practical solution offered by this club’s management team would probably be not to rely on so called ‘industry’s standards’. The biggest measure this club could make towards solving future problems is in putting forth an effort to reverse the trend in their business downsizing and to immediately hire more people to be the mouthpiece of the club to the general membership.  Then assign these employees a number of members to represent.  These club’s employees’ assignment would be to become concierges for their assigned members.  Their sole responsibility of these club employees would be to get to know their assigned members.  Lean what their attitude is towards thing are..what their likes and dislikes are…and then be the person who communicates immediately with these members, face-to-face..or by phone..,to tell them there is going to be a policy change.  At this point this action taken is the only way for this club can do damage control. This method of beefed communication would also provide feedback to the club’s management on what reaction to expect from a change to a policy.  Plus it would also give the club an opportunity to develop a personal profile on each member to know what level of Golf skill each member has so they can administer their golf policies, training, golf schools and activities according.  This process would also set an ‘Industry Standard’..wink, wink! There are a number of solutions a business golf consultant could offer if the club management is open to real solutions and not just stop gap fixes. Let’s hope this club makes the right decisions in the future before they find themselves losing more members than they are gaining…again.

As the new year begins the reports start rolling in on how 2011 shaped up for the Golf Economy.  In a recent article posted on USA Today web site titled, As golf declines, life on links ain’t what it used to be, there was reference to a report from the National Golf Foundation reporting a 13% decrease in the number of golfers in the US.  Though this reported number of golfers in the US could be, and probably is, worse it does state a fact that any recover for the golf economy will be very tough to develop. 

There are a number of other factors involved with the sagging golf economy.  A few of them being:

• Affordability
• Playability
• Time Effectiveness

Once changes are made in these areas Golf then may have a chance to return to its luster years.  I am sure you have solutions to offer.  Would enjoy hearing what you have to offer.

Let me know how I can help.

If your play Golf then it is not new for you to hear how many Rock musicians play golf.  What maybe new to you is to know how many Pro Golfers listen to Rock music.  The most surprising News to many is learning how many business golfers are rabid Rock music fans.  But then that was not a real surprised to me since I am one of them.

For almost ten years I have noticed more and more golfers warming up on the driving range wearing ear buds connected to a music player device.  For the longest I thought they were spending their time listening to the latest training tip from one of the millions of golf pros who provide audio lessons.

It was amazing while doing interviews at the Byron Nelson Classic a few years ago to find out that most of the guys wearing the ear buds were listening to Rock Music Tracks as a part of their warm up routine.  I won’t mention names since the guys I saw using the devices were not interested in the impression their interest in Rock music my have on their fans and what influence it might have on the juniors who follow their ever move.  Lets just say..a few of the guys listening to Rock were commonly know to the crowds as ‘You Da Man’.

Music Moves People

I have always thought music played a huge part in all athletic events.  Even back in the days of the Romans..drums pounding a heavy beat were part of the gladiator’s games.  That deep bottom base tone hits some nerve in humans that produces the feel good feelings people enjoy.

That ‘feel good’ feeling has carried on into today’s heavy base driven Rock Music.  Rock music has made changes over the past 60 years and more and more quality musicians have entered the Rock scene bring with them a clearer and more ‘quality sound driven’ music that produces a calming aura.

Of course, other styles and genre of music works to calm others which is typically stereotyped by the media as being the Classical Music offering a calming effect for most.  Oh how time has changed and how the quality of sound has now brought Rock music out of the garages of the world to now being musically engineered marvels.

Music Changes People

I won’t go into all of the changes or reasons Rock music has become more interesting or how the pioneers of Rock are now part of leading the change in people’s thinking of what Rock looks like.  Rockers are not just the Tattooed and pierced noses part of society.   Rock has a clean edge and it is entering areas of culture it has not been part of previously.

Providing an understanding of Rock to those who do not understand Rock is part of the direction I am taking in my efforts to help Golf through the changes it has to make to survive.  Yes, there will always be Golf and people playing Golf, but to encourage the growth of golf more has to be done to highlight the other interest Golfers have.

Rock music has been the interest of millions of people for over 60 years. It just seems natural more needs to be developed to gather golfers who Rock to enjoy both Rock music and Golf.

Since I am a long time Rocker and enjoy the history (or should I say experienced most of it) of Rock Music I am going to work towards gathering the Rocking Golfers together.  So, stay tuned..more is developing in this arena.

Until then…Let me know how I can help.

via Why B2B Businesses Need to Start Using Social Media | Mr Business Golf.

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