Hats Off Consulting

Book a Free Demo

The Golfer’s Journey Part 2

—

by

Michael McGuire
in

If you missed Part 1, you can find it here.

Quick Recap:

  • We talked about a secret formula: Perceived Value > Green’s Fee
  • It does not matter if you are a $40 course or a $120 course. Your perceived value MUST be greater than what your golfers are spending.
  • Which Course Would You Rather Play? The one that feels like a hidden gem.

Part 2: How to Create Hidden Gems

General Managers are like magicians. I’ll explain that later.

People want to feel special. And they will return (and spend their money!) at the courses that make them feel special.

When you have thought of every single detail in their experience, the perceived value of your course skyrockets.

We’re about to become magicians.

Key Points

  • You differentiate your course when you do the small things exceptionally well
  • The small details make a big difference
  • Small investments have HUGE returns
  • How can you make your players feel special at EVERY step in the Golfer’s Journey?

Expand the list below to see every single opportunity you have to make the Golfer’s Journey different

60 STEPS IN THE GOLFER’S JOURNEY
  1. Website search of golf course
    1. Click “About the Course”
    2. Click “Book a Tee Time”
    3. Enter information to book tee time
    4. Receive email confirmation
  2. Waits for day of tee time
    1. Does NOT get an email welcoming them
    2. Does NOT get an email upselling deals
    3. Does NOT get an email telling them how to play the course
  3. Day of tee time arrives
  4. Looks up directions to course
  5. Drives to course
  6. Pulls into parking lot
  7. Changes shoes sitting on trunk
  8. Carries bag to bag drop
  9. Check into the pro shop
    1. Waits in line to pay
    2. Peruses the pro shop
    3. Pays for round
    4. Asks if range is included
    5. Pays again for a small bucket
  10. Walks to cart
  11. Drives to the range and takes out 4 clubs
  12. Stretches
  13. Hits bucket of balls
  14. Reloads bag with dirty clubs
  15. Drives to practice green
  16. Takes out 3 balls and putter
  17. Practices putting for 7 minutes
  18. Checks in with starter and digs through pockets for receipt
  19. Waits for tee time
  20. Grabs scorecard
  21. Figures out what game the group is playing
  22. Spins a tee to see who goes first
  23. Waits for green to clear
  24. Tees off
  25. Hits breakfast ball
  26. Carries on with round
  27. Course gets backed up by the 3rd hole
  28. waits
  29. Sees cart girl around 5th hole
  30. Makes the turn but stops at clubhouse
  31. gets out of cart and walks inside
  32. Waits in line
  33. Hopes group behind does not pass
  34. Orders a hot dog and a beer
  35. Puts condiments on hot dog
  36. Rushes back to the 10th tee
  37. Finishes hot dog way too quickly
  38. Hits an undigested tee shot that was very rushed
  39. Continues playing back nine
  40. Gets tired around 12th hole
  41. Starts to lose focus
  42. Sees cart girl around 15th hole
  43. Adrenaline kicks in around 16/17
  44. Finishes round
  45. Shakes hand on 18th green
  46. Totals score
  47. Takes group photo if course has significance
  48. Drives cart to cart drop
  49. Bag boy cleans clubs
  50. Empties cart of trash and personal belongings
  51. Tips bag boy
  52. Walks bag out to car
  53. Sits on trunk to change shoes
  54. Smacks golf shoes clean of mud
  55. Puts clubs in the car (drives cart back)
  56. Drives home
  57. Recounts round to wife or girlfriend
  58. Texts golf group chat about round highlights
  59. Maybe gets promotional email form club
    1. Does NOT get a thank you email for playing the course
    2. Does NOT get an email asking how the round went
    3. No promotion or upsell to come back soon
  60. Repeats process when THEY think of YOUR course

EMAIL ME: “DOUBLE BOGEY” AND I WILL SEND YOU THE 70 WAYS I WOULD OPTIMIZE EVERY STEP IN THE GOLFER’S JOURNEY

Want to Create Hidden Gems?

  • Elevate your perceived value
  • Immediate ways to implement the secret formula
  • Implement the 60 step Golfer’s Journey
Let’s Chat

Comments

Leave a comment