Competing for Golf Club Membership Sales
Membership sales are vitally important sources of revenue for private and semi-private golf clubs.
Over the years through the downturn in the market, many clubs have crafted all sorts of membership offerings, fee structures, and even discounts to bring people in the door.
While these solutions sometimes yield quick wins, it comes at a cost in the future.
Price integrity at market rate levels means conducting market research and to look at your own offerings 100% objectively.
It’s important to evaluate from time to time the nature and number of membership offerings available at your club. We’ve stepped into operations with more than 45 different membership offerings.
Too many offerings is confusing for both the customer and for golf club membership sales.
It’s generally a good idea to narrow the field of options. The goal is to provide opportunity for your target market, but maintain price integrity.
For all but the most elite clubs, membership offerings must be presented at market rate levels.
Just because there’s a group of members who originally paid $50,000 to enter the club, doesn’t mean that $20,000 isn’t the fees number today.
Market research is vital. Learn what other clubs are offering through secret shopping or other research. Understand the value proposition of each, and determine where your facility fits into the marketplace.
Develop a set of membership offerings that makes sense for your target audience and then stick to it. If someone can’t afford the club, that’s okay.
Price integrity is a hot topic today when it comes to green fees, guest rates, corporate and charity events, and services like golf lessons. Once again, it’s always relative to the market that you’re in and what sorts of fee structures can be supported.
Take an objective look at the value proposition for people coming to your facility. What’s the quality of the goods and services that they receive versus the competition? Note the inherit bias to over value your own club as well. Be objective and seek 3rd party opinions where possible.