Convert Instruction to Revenue
Recent research has shown a powerful opportunity that many facilities are overlooking: golf instruction clients represent a significant untapped revenue potential across your entire operation.
A joint survey by Proponent Group and the National Golf Course Owners Association (NGCOA) found that 41% of facilities report lesson-takers spend more money than non-lesson takers across their operation. Even more telling, among facilities that consider instruction "a cornerstone of their success," a remarkable 73% report higher spending from instruction clients.
Yet the survey also revealed that many facilities aren't maximizing this opportunity.
So, how can you convert your instruction clients into bigger spenders throughout your facility?
1) Enhance the Instruction Experience
First off, if someone is coming to your club, course, or golf business, odds are they are interested in golf (I understand some are not, but broadly speaking). The instruction itself should become a gateway to your broader facility experience:
- Course Integration: Have instructors incorporate on-course play into lesson packages, introducing clients to the full playing experience
- Facility Tours: For new golfers especially, include a comprehensive facility orientation with initial lessons
- Social Introduction: Create instructor-led "graduate groups" that meet regularly to play and socialize at your facility (more on this below!).
2) Create Seamless Data Integration Systems
Surprisingly, the survey found that 52% of facilities don't routinely capture lesson-takers' contact information in their player database. This represents a significant missed marketing opportunity.
Consider implementing these practices:
- Database Integration: Ensure all new lesson clients are automatically added to your main customer database with proper tagging
- Segmentation Strategy: Create specific marketing segments for different instruction client types (beginners, improvement-focused regulars, specialty program participants)
- Regular Touchpoints: Develop automated email or text journeys specifically for instruction clients
- Mobile Experience: Create a seamless mobile experience from booking lessons to reserving tables or ordering food
- Tracking Success: Implement systems to track spending patterns of instruction clients versus non-instruction customers
GG POV: As someone who has spent the better part of their career in data and research for sports and entertainment companies, this is a layup. When a customer or member calls, emails, or comes to your club or business, you should have access to all the recent history and engagement with that customer.
2) Develop Strategic Cross-Promotion Programs
This sounds extensive, but it's not. Once you've identified your instruction clients, work with your colleagues at the club to implement targeted cross-promotion initiatives, for example:
- Pro Shop Lesson Packages: Bundle lesson programs with pro shop credits or specific equipment the instructor recommends
- Food & Beverage Incentives: Offer "lesson day specials" or include F&B vouchers with lesson packages
- Post-Lesson Engagement: For public courses or simulator businesses, create exclusive "practice round" rates for players within 7 days of their lesson
3) Building Instructor-Staff Collaboration
Your teaching professionals can be your most powerful salespeople for other services:
Cross-Department Meetings: Hold regular sessions where instructors meet with pro shop, F&B, and membership staff
Incentive Alignment: Create compensation structures that reward instructors when their students utilize other facility amenities
Client Handoffs: Develop formal processes for instructors to introduce students to other staff members who can enhance their experience
GG POV: Many times after I've had a lesson, I simply pay the instructor and leave. However, wouldn't client service be improved if the golf pro spent 5 minutes to walk me to the pro shop (or bar) while recapping my lesson and said "Since you had a lesson today, you get...10% off". The pro should hand me off to someone else at your club to keep the engagement, and $$ flowing.
But, how do you do this?
4) Mastering the Client Handoff
Effective handoffs between departments can significantly increase facility-wide spending:
- Warm Introductions: Train instructors to physically walk students to other department staff after lessons. "Susan, I'd like you to meet John from our pro shop. Since we've been working on your driver, he can help you test a few models that would complement what we're building in your swing."
- Digital Handoffs: Create automated but personalized email introductions connecting students with appropriate staff based on lesson content
- Handoff Scripts: Develop specific dialogue frameworks for instructors to naturally transition students to other services, particularly equipment recommendations
- Follow-up Protocol: Establish a system where receiving staff members report back to instructors on outcomes, creating accountability
- Celebration Handoffs: Train instructors to suggest celebratory opportunities after milestone achievements, directing students to your restaurant or bar
5) Creating Effective Incentive Alignment
Like any salesperson in the business world, they are compensated for the amount of sales they bring in to the business. If you're looking to supercharge revenue, consider aligning incentives to ensure teaching professionals (and your other staff) are actively promoting facility-wide spending.
Let's walk through this:
- Commission Structure: Implement a tiered commission program where instructors receive a percentage of their students' non-instruction spending for 3-6 months after lesson enrollment.
- Holistic Performance Metrics: Evaluate teaching professionals not just on lesson revenue but also on student retention, facility integration, and overall student spending
- Group Performance Bonuses: Create shared incentives where all staff receive bonuses when overall facility revenue reaches certain thresholds
- Recognition Programs: Implement monthly or quarterly recognition for instructors whose students show the highest facility engagement and spending patterns
- Data Tracking: Provide instructors with regular reports showing their students' facility-wide spending, creating awareness and friendly competition
- Loyalty Program Integration: Allow instructors to award bonus points or special status in your facility's loyalty program
- Equipment Validation: Give instructors a stake in pro shop sales by highlighting how improved performance validates equipment purchases
EXTRA: Building Effective Graduate Groups
I mentioned this earlier, but it's a concept I love. The "graduate groups" concept creates a powerful bridge from lessons to regular facility usage. It also can be a great way for new members or customers to join the community. How does it work?
- Structure: Create organized playing groups specifically for lesson program graduates with reserved weekly or bi-weekly tee times
- Instructor Involvement: Have teaching professionals join these groups periodically (for the first 2-3 sessions), easing the transition from lessons to regular play
- Progressive Challenges: Design graduated challenges appropriate to skill levels—starting with 9-hole scrambles and progressing to full 18-hole friendly competitions
- Social Component: Include pre or post-round gatherings in your restaurant/bar area, creating natural F&B revenue opportunities while building community (talk about an upsell opportunity!)
- Peer Support: Foster relationships among players at similar skill levels, reducing the intimidation factor that often prevents new golfers from becoming regular players
Next Steps
To put any of these ideas into practice, I encourage you to do start small and build out. No need to rush to into any new technology or databases until you've done a pilot to measure some success - consider it a "proof of concept".
- Audit Your Current Processes: Evaluate how effectively you're capturing instruction client data
- Develop One Pilot Program: Start with a single cross-promotion initiative to test effectiveness
- Measure Results: Track spending patterns of instruction clients before and after implementation
Remember that your instruction clients are already demonstrating their commitment to improving their golf experience by investing in lessons. They represent your most engaged customer segment—one that's primed for deepening their relationship with your entire facility.
That's it for this week. Enjoy the weekend and whatever Masters activities you have planned. Whether it's being out on the course (me!), enjoying it with friends, or in between naps on the couch, here's to kicking off the golf season with an exciting first major.
See you next week,
-Rich
P.S. If you aren't already, would love for you to follow us on LinkedIn. I'm looking to create more on-going conversation and would love your input!
ICYMI
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