The 'Membership Business'
When I was a kid, being a member of a club was really cool and something we were proud of. So, what's changed? Are their any rules we must observe, plus how do we pass 'Go'?
The Membership Business is a phrase we all use in the Private Club Industry to stay focused on the number one philosophy and mantra that we start and end each day with.
A club's membership roster is a joint co-operative effort between its' staff and members'. The roster commonly consists of friends, family, associates, and neighbors that we've invited to be a part of our club. At Palmer / Century Golf we call it 'Membership by Invitation'.
*The Membership Business will be referenced as TMB going forward in this post.
One of our keys to be effective is to ask ourselves these questions each day:
1. What business am I in today?
2. How will I do my part for our team to achieve progress in the TMB today?
3. Who do we want to come be a part of our club? -Plus, where and how will we find these people?
4. How many can we connect with today?
5. What are their needs and how can we meet them?
6. When can we meet with you? ________ or _________ ? If they are too busy to come to the club, then be willing go to their home or office to offer them something of value that might get them to the club.
7. What can we offer that presents great value for them to want to be a part of our club?
8. How can we solve their issues?
9. How can we make them a member?
After you ask yourself these questions, you must take action.
Action Plan:
First, we must understand that objections and unmet needs are not no's, they are opportunities.
1. Ask them if we could handle that for you, is there anything else that would prevent you from becoming a part of our club? Repeat until you handle each objection.
2. Is that no for now, or no forever? Find out your position.
Once we make someone a new member, initiate them like they are in a new fraternity... Make it fun!!
1. Take a picture
2. Set a lunch date, and allow each team member to meet them, plus deliver a signed Welcome Card to their table.
3. Have each team member offer them something of value to this new member. A free lesson, a coupon for 50% off for a ------- ?
4. Let them know that you'd like to give them an orientation and/or evaluation.
5. Create a New Member Bingo Card... Once they've filled it up they get a free meal.
6. Have a drawing for ----- that all new members who sponsor a friend within the first 30 days get placed into.
Keys to Remember:
1. Get them involved
2. Make them feel special every time they walk into the club
3. Roll out the Red Carpet Service
4. Smile and Thank Them for Being a Member (TBAM)
5. Cross-promote the club and activities to them
Keep making a difference!
Best Craig
