It’s normally considered easier and less costly to retain an existing customer than it is to acquire a new one. That’s also true when it comes to students who take golf lessons.
About five years ago, John Carpineta, a professional at Bensalem Township Country Club in Bensalem, Pennsylvania, began looking through the club’s old lesson schedule to identify former students who had fallen away. He discovered that sometimes there were personal issues that prevented them from taking lessons, while other times it was frustration with their last time on the course or the range. In response, Carpineta made more than 100 phone calls, not emails, over a 12-month period that led to nine re-engagements and three others who purchased lessons. The efforts increased lesson revenue by 10 percent.
When making contact, Carpineta offered support and nudged them to return to the club and get re-engaged. He even identified playing partners for those who needed them. What he learned is that many students appreciated the soft, hands-on approach.
In addition to the additional lesson revenue, the course also saw up to 10 additional rounds booked per returning student, as well as additional sales for food and beverage, and golf shop and range purchases.
“Seeing that the wallet tends to be open upon re-enlistment, we offer the students an opportunity to go through their bags and figure out what possible purchase they need to improve their games,” Carpineta adds. This, in turn, has led to additional sales for wedges and hybrids.
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