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A personal story about the critical importance of training your staff if you want to get predictable results in the golf industry!
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The “Good” Bag Boy
By Andrew Wood
Once upon a time, long before I became the world’s number one expert in golf marketing I started my
career in the golf industry as a bag boy…
At the Wellington Golf Club In West Palm Beach, Florida
That’s me in the club parking lot, circa 1981. The $250, Delta 88 in the background was my ride
I thought I was a “good” bag boy
• I looked good • Was polite with a cute English accent• Showed up on time every time• Never once called in sick in almost 5 years• Never stole a ball, a dime or a tee from a
member or that matter anyone!
One day several months after I started, the pro came to me and said, “Mr. Tompson’s club’s were not cleaned last time they were
put away in the bag room!”
“Ok” I said puzzled I’ll take care of it”
As I did, I thought to myself, “These clubs where not cleaned last time, or the time before that or the time before that or for that
matter ever!”
It had no more occurred to me to clean his clubs before I put them away than it occurs to any man to put the toilet seat down
when he has finished peeing!
No one had ever trained me how to be a “good” bag boy or told me what I should do to make the customers happy! And at most
clubs it’s the same in every single department from ranger to membership sales training is weak to non existent!
I made some people happy but in ways I can only cringe about in retrospect
For example we had an Italian member, Jack Sydor, who used to ham up his New York connections. When I took his club’s out of that big black Caddy they used to disappear, if you know what I
mean…
He’d come out of the pro shop and ask where did they go? I’d shrug like I had no clue and he’d laugh palm me
a buck and tell me to “Go see if I could find them.”
I’d then go get the cart from wherever I had conveniently put it out of view!
There were other variations like when I’d “Make him an offer he couldn’t refuse”
or when I’d pass him a hand scrawled ransom note
He’d give me a couple of bucks and laugh as I’d hand them over. While he seemed to enjoy the “experience”, it’s hardly the
consistent, classy, country club experience that we were trying to project but hey ….
I had no system, no training and no role model to follow so I improvised as best I could…
At most clubs this improvisation is what happens to some degree at every phase of the operation but I’m just going to focus on the most important
aspect, training your staff how to market, sell and service your customers!
This is the one aspect of your business you cannot afford to leave to amateurs or to chance!!!
But that’s exactly what most clubs do and it’s a huge part of the reason that many clubs struggle.
• They struggle to get response from their websites, e-marketing and social media because no one really knows what best practices are..
• They struggle with their sales because no one ever gave them professional sales training
• They struggle with service because no orchestrated training system is in place to ensure everyone on staff does it the same way, the right way!!!
But who has the time to develop all the staff training you need at a club?
No one I’ve met, so I did it for you!
• New video portal with back up PDF manuals
• Online 24/7 so you can train your people when you want, where you want, in the topics you want!
Video staff training quickly boosts sales, service and income!
Now With Our New Video Training Portal You can Train Everyone on Staff Quickly, Easily and Cost Effectively! It will be quite simply the best investment you have ever made in your club!
Don’t waste this season, start online staff training now and maximize your results!
Over 20 staff training videos live more added monthly
http://www.clubindustrystafftraining.com
