At the core of every thriving club — golf, leisure or lifestyle — lies one undeniable truth: Members fuel the engine. They are the heartbeat of your community, the foundation of your revenue model and the key to long-term stability.
Yet across the industry, countless membership opportunities slip away each year, not because clubs lack great facilities or because prospects aren’t interested, but because critical steps in the inquiry journey are overlooked, rushed or inconsistently executed.
59club has built on insights derived from its 2025 global mystery-shopper audits.
The very beginning of the membership sales journey is the initial inquiry call. It’s here that first impressions are formed, perceptions shaped and decisions influenced. Yet it is often the part of the sales process most clubs underestimate.
Each stage of the membership sales journey is benchmarked using two data sets. Industry figures represent the combined performance of all 59club affiliated properties worldwide, offering a true reflection of common practices across the sector. Podium results highlight the top three performing clubs across the entire audit, showcasing what the very best achieve in each element of the inquiry process. This side-by-side comparison reveals not only where standards typically fall, but also what world-class execution looks like in practice.
The first hurdle: Answering the call with purpose
We all know the feeling: a phone ringing in the middle of a busy shift, staff tied up with guests, another on break, another off sick. In those moments, clubs either shine or stumble.
The industry-wide data tells a worrying story. Callers speak to the correct person on the first attempt only 49% of the time. That means every other prospect starts their experience with friction, and friction is the enemy of conversion.
Consider the psychology: Prospects are motivated. They might be frustrated with their current club, excited by a recent visit or acting on a friend’s recommendation. Momentum is on your side, until the call rings out or they are passed around departments like a misplaced parcel.
This is where a club’s processes, or lack thereof, speak volumes.
A missed call isn’t just a missed call, it’s a message: We weren’t ready for you. And in a competitive landscape, if the prospect calls a competitor who answers quickly, engages warmly and handles the inquiry confidently, you may never get a second chance.
Needs analysis: The human element that builds…
..
Click Here to Read the Full Original Article at Golf Inc….