I write a lot of blogs on golf membership sales and loyalty programs but if you do not do the research you will never know who is your target and how to get them to commit their loyalty to your golf facility.

Ask yourself a few questions first; starting with:

What is the most important question I want answered, what is the second most important, third most, etc.?
* Do I know how golfers, golf members and golf prospects think of me and my key competitors?
* Would such knowledge guide me in the types of marketing efforts that would have the greatest impact?
* If I know how I am perceived, would it help me develop more effective marketing programs?
* Have I considered the emotions and feelings that my golf members and golf prospects have toward me? Would knowing, for example, that members feel I’m a business that is sensitive and considerate rather than aloof and inconsiderate lead me in a more profitable direction?
* How can this information help me to allocate my marketing dollars more effectively?
* What are the needs, wants, wishes, desires, and emotions in the marketplace and how golf members and golf prospects are being served by golf facilities hoping to capture their loyalty.
* What are the likely demographics I am looking for e.g. age, income, etc.?
* What are the strengths and weakness of the golf properties in the marketplace as measured by how they are perceived by the golf prospects and golf members?
* What and where are the gaps in the marketplace or the areas in which golf facilities fail to deliver what is desired by the golf members and golf prospects e.g. the opportunities that exist for strengthening my hold on the market and/or for exploiting competitive weaknesses i.e. new product business opportunities?
* Will my golf course grow profitability on pure momentum?
* Will my golf course grow without improvements?
* Do I know everything that my competitors can possibly do to hinder my growth?
* Am I convinced I can’t lose golfers or gain new ones?
* Am I convinced there is nothing that can happen to cause my golf product to become obsolete?

These questions are just the beginning. You must really dig deep and ask yourself the hard questions that you really want to know. I have said this a million times and I will say it again…”our brains are the most advanced computers in the world and if we ask it the right questions we will get the answers to all of our challenges.”

For more free tips on growing the game, your golf facility and your golf career visit us @ or call 904-448-5727.

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