Golf Marketing Buying Decisions

Buying decisions are the different buying situations a buyer would face in the course of purchasing a golf product or golf service to satisfy a specific need. The two most important buying decisions can be distinguished as: product and/or service decision, deciding on which golf product(s) and/or golf service(s) will be purchased with the available resources and brand decision, i.e., deciding on which brand(s) will be purchased among competing golf courses of the same golf products and/or golf services.

Now that we know what the different buying decisions are, let us now talk about how we get the golfer to make a buying decision today. On MMC®’s website, you can get a free download ( on professional golf course marketing and professional golf membership sales. This download will include an in-depth, step-by-step training guide of how to engage, capture and lock-up relationships with the casual and core golfer.

In the free download you will learn how to properly answer the phone to get pertinent information which are the golfer’s name, phone number, e-mail address and setting up the appointment to get the golfer to come into the golf course.

You will learn how to conduct a professional interview with the golfer. Keep in mind that in the interview, you are just simply practicing your listening skills; you are gathering the information that the golfer provides you on why he or she is at the golf course today and listen carefully to what his/her goals are, what his/her desires are, etc. With this information, you will then know how to tour them around the golf property.

When a golfer comes to a golf course and he/she is interested in purchasing a golf membership, a lot of times the golfer is left alone to fend for himself/herself. They are just given a cart key and pointed to the first tee box. This is not the way a proper tour is given and this lack of interest in the golfer is never going to give you an opportunity to lock-up the relationship and acquire the new golfer as a loyal member.

Once you have gathered their information and know what captures the golfer’s interest, you need to be able to set up your tour to where you are going in the area that is most interesting for the golfer last because then you’ll go into the closing part of the sale which is locking-up the relationship when the tour ends on the golfer’s primary interest. But the sale is not where the golfer makes their buying decision; they make their buying decision through the tour while you satisfy their emotional needs. So keep in mind every step of the tour, up to the point-of-sale, is when and where the golfer has made their buying decision.

Incorporate buying decisions triggers into your golf marketing and you will grow your golf course, the game and your golf career.

For more free tips on growing the game, increasing rounds through golf course marketing, golf marketing, golf course campaigns, golf campaigns, professional golf membership sales and advancing your golf career visit us today @ or call 904-217-3762.


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