When I speak to golf clubs in trouble and ask the question:
“What makes you unique?”
They invariably sigh, then tell me that they have a golf course or courses and that due to that; they sell golf. They then usually (not always) go on to tell me that golf is golf is golf and…(they sometimes add the suffix…STUPID) as a result, they cannot differentiate themselves from other golf providers. Of course I try not to take it too personally, but I usually tell them to have a re-think about that last statement.
Step 3 of my book: Golf Business Turnaround, the 7 Essential Steps to Success is called“Uncovering Your Golden Niche (and how to dominate it)”.
Let me tell you that once you have mastered this one step, you can look forward to a rejuvenated business that operates almost as if in a vacuum, in other words, almost entirely unaffected by the local competition. In this step you will learn how to make your business truly unique, but it doesn’t stop there, you will also:
- Know exactly what your chosen market wants and how to “ringfence” those customers for yourself.
- Have a “company wide” vision about your competitors and know how to leave them languishing at the starting post.
- Have the knowledge and confidence to market and sell to a clearly defined customer base and be 100% certain that you are reaching them.
- Own and thoroughly understand a technique you can use over and over again to effectively prime your staff to understand and effortlessly sell for you at every opportunity..I call it the 10 minute MBA.
You can get your copy of Golf Business Turnaround, the 7 essential steps to success by simply clicking here.