Paradigm Turbo Sales Program
This interactive sales program will transform your golf shop team from simple order takers and information regurgitators into revenue-generating, information gathering, proactive, sales machines.
The Paradigm Turbo Training Program teaches your team a four step process, custom designed to increase closing percentages on incoming telephone calls and in all sales situations. The Turbo Training Program teaches your team how to effectively use promotions to fill open inventory and to steer an occasional player toward a customized loyalty program that fits their playing regimen. In addition, the Turbo Training Program shows your entire front line team how to develop and leverage your club's strengths to outsell your competitors and maintain unprecedented player loyalty levels.
Step 1: What separates your clubs for your competitors? If you can only come up with, "we offer really good service," you are kidding yourself and this is why you can't blow away your competitors. That doesn't mean that you don't offer good service but EVERYBODY can lay claim to great customer service! The question is, what do you do that is so much better than your competitors that it clearly distinguishes you in the marketplace? No matter where your club is located or how it compares to your competitors there is something that sets you apart from them, and if not, then it is extremely important that we set aside some time to talk.
With this first step (identifying and developing your unique selling proposition), we will develop specific benefit statements that you can use on the phone, in your marketing materials and at the counter to persuade more customers to make the commitment to your club. This commitment can be for one day of golf, to purchase a membership product that fits their needs and/or to book a golf tournament or private event. This process is a thorough, well-calculated procedure that will fuel your team's sales engine and get you started down the road to maximizing your success.
Step 2: Who's Answering Your Phone, a Pro or a clerk? After we develop specific benefit statements for your club, your team will go through the Paradigm 4 G's selling System for incoming calls. This program will both simplify and maximize the selling process by identifying key information about each guest you encounter. This will allow your team to sell the tee time/product/service that is best for the guest and the club. It is very common for clubs to work hard and spend a lot of time and money advertising and marketing to get the phone to ring only to squander that investment by spending little to no time developing the skills of the people who answer it. We have seen the Paradigm 4 G's Selling System increase closing percentages by 30 to 60% for incoming calls from less-than-committed guests.
Step 3: Who determines how much each tee time is worth? The terminology "Yield Management" gets thrown around a lot but very few actually know how to implement Yield Management effectively. The main problem is that owners or managers set specific rates based on what they feel the experience is worth. You can and should charge the highest rate that your customer is willing and able to pay for that particular day and time. Does this mean you need to discount? "NO!" In many cases you are not charging enough for your tee times resulting in lost revenues. With Step 3, we will analyze and discuss the days of the week and times of the day when there is compaction and times that historically have gone un-booked. We have seen over and over, all over the country that play patterns at the club level gradually change over time, and those changes go unnoticed. As a result, pricing and promotions become out of date, out of time and unproductive. This innovative, yield management program will focus on maximizing rate during high impact times and utilizing promotions to fill off-peak times, and just as importantly, helping you to identify and adapt to changes in the trends at your club.
Step 4: Programs, Promotions and Packages--are they what your customer is looking for? This step is designed to determine what your customer is looking for, then develop the programs that best meet their needs. Working with clubs that are thousands of miles apart to just a few miles apart, we have seen that loyalty programs, tee time promotions and membership packages do not work the same way at every club and promotions that hit the jackpot at one club, may go off like a led balloon at a club just minutes away. The reason is that though only blocks away, different clubs cater to different customers with the different needs. Making this step is essential to your success. Together with your team, we will develop the perfect programs, promotions and packages to maximize your club's profitability.
The Paradigm Turbo Sales Program is a one-day, interactive sales seminar that includes five, one-hour follow up sessions with your team. The follow up sessions will provide continuous role playing, results review, provide answers for follow up questions and tweaking of programs based on customer feedback. This innovative program has increased sales by over $3,000,000 over just two years at three clubs. The best part is that, with the correct implementation of this program, you will start seeing results immediately. To view some of these results for yourself, go to the " Recent Results" box on the home page of our web site at www.paradigmgolf.com. In addition, visit the Testimonials page that will list the feedback from golf course owners and industry leaders from all sectors of the business.
Get started by calling me at 760.275.1137 to discuss the next steps in getting your team armed and ready to selling more golf and maximize your clubs profitability.
Respectfully,
Joe Dahlstrom
Chief Operating Officer
760.275.1137
jdahlstrom@paradigmgolfgroup.com
