Sunday, February 19, 2012

Top Ten Ways Golf Pros Can Grow Business: #3

"Top Ten Ways Golf Pros Can Grow Business: #3 Add Value"
By Sean & Stef Mysel

During this series where we discuss ways where golf teachers can grow their business, a variety of topics have been discussed from being different, networking and even doing some free work.  Now I want to talk about how to add value to your lesson packages.  Anything we buy we place some sort of value to that purchase.  If you are car shopping, you value things like the look of the car, the brand (which we will talk about tomorrow), and the creature comforts in the car.  When students look for lessons, consciously or not, they look for certain traits or values.  For instance, when I was looking for lessons to prepare for tournament play, I wanted someone who played on tour.  In my mind, that teacher could provide value to the lessons she teaches me through the experiences she had on the LPGA tour.    Value can come from tangible objects and services as well.

John Graham of The John Graham Golf Blog teaches lessons through an amazing system called AimPoint which is a computer system that helps you read greens and determine your aiming point when rolling putts.  Now imagine that, not only do you get high quality instruction, but you get the benefit of learning how to read greens and make more putts.  You become a sort of "Terminator" of putting by making nearly everything!  With CrossGolfPros Lessons, you get the benefit of learning new warm up techniques and seeing yourself on camera with a full breakdown of your ball speed, club head speed and videos of your swing you can recall anytime.  That's value!  It's giving the student a feeling of greater buying power even if the product is more expensive.  Here's an exercise you can run through:

You have two cars:

Car A has these features:  A/C, auto transmission, CD Player and cloth seats which runs for $20,000

Car B has these features:  A/C, auto transmission, full stereo system with IPod link, leather seats, all wheel drive, tinted windows, back up camera and runs for $35,000

Which one has more value?  Of course it depends on the person, but the second car even though it's more expensive has more stuff and feels like a "cooler" car.  When you build out your lesson packages, think about the value of the lessons you give.  It's not just what a person learns and enjoys the game, but what do they take with them?  More importantly, what do they tell other people?