Monday, April 23, 2012

How I Got 5 People To Start Lessons In One Day

"How I Got 5 People To Start Lessons In One Day"
By Sean & Stef Mysel

The Holy Grail of running any business is capturing customers...

But not just any customers...

We want people who champion our product and tell all their friends about...don't we?

In fact for most people in my business, they capture business but half the time don't realize why.

I'll tell you why..

Let me back up for a moment though and give you some back story.  I teach at a remote, run down driving range where the owner of the property and the owner of the range fight over who should fix what.  In the mean time, I struggle to find new places to teach and attempt to capture business from the handful of people that come in.

It gets better....

The owner of the range has a gorgeous, but huge pit bull that is as friendly as can be, but still is a huge dog.  Yet this month, despite all the challenges, I brought in 20 new customers and haven't finished yet.

How did I do it?

One simple realization...for golf instructors, you encyclopedic base of knowledge isn't your product.

Ask yourself a question, do you think your students pay you all the money they do because of how smart you are with swing planes or putting?

Doubt it....they pay you because they like you, for your personality.  Yes, you have to get them results in order to keep them and I've been good at keeping mine.  But at the end of the day, they refer you customers because they like you.

How do you get people to like you?

Get to know them personally.  Talking about golf is a great way to do it.  You learn how they think, behave and what they value.

Create an experience that they want to share with other people.  In our business our students "keep" their lessons.  It's not telling them how to hit a ball, but telling them, sharing stories and sending them home with images of their great shots.

Images which by the way are held on social media sites like YouTube.

Next time you work with a student...create a lasting experience for them!

What do you think?  Are you buying the instruction or the instructor?

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