Generating Membership Leads

Promote Training

Hampden House, Monument Park, Chalgrove, Oxfordshire, OX44 7RW

http://www.promotetraining.co.uk

Overview

Course Summary – “Generating Membership Leads”:

The number of golf members at clubs today is falling. As a result, the pressure is on to arrest the slide by replacing resigned members with new ones.

In a competitive marketplace, with ever increasing demands on people’s time and money, a more refined and pro-active approach to new member recruitment is needed – starting at the beginning of the process by generating membership leads.

This course looks at that subject in relation to a golf club business and examines the tactics that can be employed to increase inbound membership activity.

Content: Section 1 – Membership Leads

• Membership Doom & Gloom!
• Membership v’s Green Fee Revenue
• Prospects & Leads
• Three Core Focuses to a Successful Membership
• Profiling Golfers
• Internal Sources of Membership Leads

Section 2 – Data Collection

• The Importance of Data Collection
• Techniques for Collecting Visitor Data
• What to Fill in
• Overcoming Staff and Customer Objections
• What Data to Collect
• Making Staff Accountable for Data Collection
• Databases

Section 3 – Appraising Your Existing Membership

• Analysing Your Current Membership
• Membership Categories
• Pricing Review
• Benefits & Privileges
• The Membership Benefits Matrix
• Payment Options
• Contract Lengths
• What do New Members Take Away?

Section 4 – Member Referrals

• The Benefits of Referral Marketing
• The Key to Successful Referrals
• Popular Referral Promotions
• Encouraging Member-Guest Play
• Point-of-Sale Referrals

Section 5 – Marketing in the Community

• The Essential Ingredient – Part 1
• The Essential Ingredient – Part 2
• Reaching Out to the Community
• Successful Community Marketing Initiatives
• Getting the Word Out

Section 6 – Membership Promotions & Initiatives

• What is a Membership Promotion Trying to Achieve?
• Addressing Member Perceptions
• Proven Successful Membership Promotions
• Membership Lead Generation Initiatives

Section 7 – Advertising Media

• Advertising to our Data
• Advertising to Potential New Members
• Purchasing & Creating Databases
• Seven Times to Exhaustion
• Advertising Timing

Completing the Course:

Delegates must complete all units of the course, which include five short self-assessment quizzes and one tutor-marked end-of-course assignment, to be awarded the “Promote Training Certificate in Generating Membership Leads”.