Andrew Wood is the world's leading expert on golf related marketing. He is the author of over 20 books including Cunningly Clever Marketing, The Golf Marketing Bible, How to Market Your Club on the Internet and The Membership Sales Success System. Andrew speaks worldwide on sales and marketing topics and is in high demand as a copywriter and marketing consultant. He is also the CEO and Owner of multiple golf marketing companies including Legendary Marketing and Legendary Golf Management.
Somewhere between the late 80s and late 90s, I made a slow but steady transition from being an avid follower of the NBA and A Boston Celtics fan to being totally disinterested in the game. Maybe I was just getting older and diversifying my interests or maybe the retirement of Larry Bird and the disintegration of the Boston dynasty was more than I could stand. Whatever the reason, by the time Michael Jordan retired for good, I had completely tuned out the NBA and quit watching for a decade.
Then, last year, something very interesting happened. The Boston Celtics found their way to the NBA Finals for the first time in over twenty years! Squaring off against the LA Lakers, the series conjured up memories of the 'good old days' of Larry vs. Magic. I watched the entire series intently and really enjoyed seeing the Celtics win it all in 6 games.
Fast forward to this year and our local team, the Orlando Magic, is having a great season and they are just one game away from knocking off top seeded Cleveland and getting to the NBA Finals.
One of our partners has been visiting the office this week so last night I took him to see the Orlando Magic playoff game. It was a last minute, spur of the moment idea but we decided it would be fun so I surfed over to the team's website and in less than 5 minutes I purchased and printed a pair of tickets.
We jumped in the car and raced to Orlando arriving in our seats exactly 2 seconds before tipoff. The atmosphere in the building was electric with 17,000+ fans screaming and music blaring as we cheered the home team to a hard fought overtime victory. Put simply, we had a great time!
So what's all this got to do with marketing and sales at your golf club?
Everything! Bear with me and I'll explain...
Did you know that it's six times easier (meaning less time consuming and less costly) to get a customer to purchase again than it is to get a prospect to purchase for the very first time? That's one of the reasons it is so critically important to capture their contact data. Remember, "He with the biggest database wins?"
Well, this simple concept has not been lost on the Orlando Magic organization!
This morning, to my complete and utter astonishment, I received a phone call from Beth with the Orlando Magic. She said she was calling because of my ticket purchase last night and asked me, "How was the game for you?"
What a great opening question to build rapport and bond with a prospect!
I smiled and quickly recounted for her what a great time we had at the game. She responded by telling me how exciting it was to be up three games to one in the series and on the verge of hosting the NBA Finals in Orlando (bond, bond, bond!).
Then she asked me if I ever considered season tickets for either myself or the company. The funny thing is, I actually looked over their packages this morning. She went on to present me with a really nice offer that would secure me tickets to see the Magic in the NBA Finals with a discounted 2010 season ticket purchase today!
Unfortunately for Beth, I'm not inclined to make the three hour round trip drive to Orlando for all forty five home games next season so it’s no sale for now. But with 17,000 other prospects attending last night's game, all of whom were fired up about the experience, I'll bet Beth and her co-workers will close their fair share of sales today!
What's more if she approaches me again with either a single game purchase offer or a smaller season ticket package, it's likely I'll buy because we had such a great time. Left to my own devices though, there is only a random chance that I will get around to it and take action myself.
Honor Your Responsibility to Reactivate Past Customers and Enjoy the Rewards!
Customers often have things come up in their lives, completely out of your control, that interrupt them from doing business with you. They intend to come back, but for whatever reason they just don't get around to it. More than half of your past customers who aren't currently doing business with you right now could be re-activated quite easily. The secret to re-activating past clients is actually no secret at all... you must contact them!
These inactive customers once loved buying what you sell. It is your responsibility to contact them, to help them regain the benefits they once enjoyed through your business. Contact them in person, by phone, by letter, by email, by fax... whatever method you choose... just contact them!
Which one of your past customers, members or guests could you reactivate today? Contact one of them right now... you'll be glad you did!
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