In part 2 of Brad Redding’s interview a little while back we talked extensively about setting rates, when to think about raising them, and the results.
There was quite a bit of discussion around this, so I wanted to continue to the conversation with some more info.
To kick it off…
I emailed past guest Brian Manzella to get a quick comment on this subject. He had a brilliant response. (thanks Brian!)
This business (golf instruction) is a decision business.
a. Should I take golf lessons?
b. Should I take lessons from “Pete Smith”?
c. Is “Pete Smith” really worth 200hr?
So the deal is, if you answer YES to “a & b”, the YES to “c” is a given.
And whether or not you answer YES to “b”….is a PERCEPTION of what you think of “b”
Not reality—-just perception!
You might not have caught that.
So the deal is, if you answer YES to “a & b”, the YES to “c” is a given.
So a major question you need to address is.
What do students or potential students perceive of your instruction?
Do they hear raving reviews of how you’ve helped their friend Bob lower 10 shots of his game in the past 6 months. Do you have a professional brand so that when people see you giving lessons on the range they are jealous? (technology, atmosphere, training aids)
It doesn’t matter the technique or style, in fact make it your own, but what do students and “prospects” think about you?
In one of the first interviews on Golf In the Life of… Chris Foley shared the importance of maintaing his brand and creating that perception of the highest quality.
On the lesson tee I have a trailer I pull around the tee. I have two computers, a launch monitor, training aids. Just that presentation shows people that I’m in business. People know that I’m serious about golf instruction because of the way I present it on the tee.
If you’re serious about teaching your driving range better look good, clear targets, good grass, clean range balls..
There is a lot that needs to go into the atmosphere and presentation you create… It’s just like going into a great restaurant… There is a lot of thought put into the atmosphere.
If you’re getting started or trying to figure out how to revitalize your business this is extremely wise advice. Not just conceptual but very practical.
This year what are you doing to make sure people have the best perception of your business as possible?
