Golf is an Embarrassing Game

A terrific way to increase your bottom line and your value to your club starts with understanding the demographics of your membership. There are members at clubs across the country who don’t utilize their membership to its full extent due to the fear of embarrassment on the course or range. With your help and the right approach, these members can overcome their fear of embarrassment and become more engaged members. The more you can increase member’s usage of the facilities, the more valuable you are to your club.

Everyone makes mistakes

An concern to address with beginners is the idea that everyone makes mistakes especially in golf. Members (especially new ones) need to really feel comfortable around their pro or their first lesson may be their last. We recently interviewed PGA Professional Derek Deminsky of the Forty Niner Golf & Country Club in Tuscon, Arizona on this topic. He shared a tactic he uses with his members:

“…some people are so insecure about their game. They hit a bad shot, they'll say ‘Sorry, I never do that’ And I say, ‘Here's the thing: number one, I know you do that all the time’ and they kind of laugh. But the idea is to just get them comfortable because people don't always like to learn, and they want someone there that they feel safe around. Golf is kind of an embarrassing game. It's more embarrassing than the success for a lot of people. They want someone there that they can feel comfortable with.”

Clinics vs Lessons

Group clinics tailored specifically to beginners are a great way for apprehensive members to be introduced to the basics of the game without being the main focal point, as they would be in an individual lesson. With the right mix of clinic students, they’ll undoubtedly notice that just about everyone is prone to make mistakes, and those mistakes are not a big deal. If a prospective student approaches you, encourage them to participate in a group clinic. Chances are, if they enjoy the game, and want to improve, they’ll be asking you for private lessons.

Know Your Members

Many new golfers often feel intimidated by a club pro, even if they have no reason to be. It’s important to not take yourself too seriously. As Derek mentioned above, it’s helpful to make a new student laugh; when they’re relaxed, it makes the experience more enjoyable for both of you and increases the likelihood that they’ll be back again. Get to know each member’s personality and sense of humor. Connecting with members is challenging but essential for success. Remember, lessons should be fun too!

Benefits

Many of the benefits created by having more members play and take lessons are obvious: more rounds played during the season, higher turnout for tournaments, and more lessons booked for the teaching pros. All these aspects can serve you down the road, especially during salary negotiations. An increase in rounds and/or lessons are great resume points for your next job interview.

Providing a low-stress, non-judgmental atmosphere to those who may want to try the game but are hesitant to do so out of fear of looking foolish is a key to bringing them in from the sidelines. If they come to enjoy golf, it’s a win-win-win for them, for you, and your club.