The Service Sweet Spot: How to use high-quality service and low-cost marketing to increase profits


Increasing profits is simple: Increase revenues, decrease expenses and voila! - a bigger bottom line. So how does high-quality service fit into this picture? Isn't this just a fancy way to say, "you need to spend more money" - which we know means reducing profits, not improving them?

Hardly. High-quality service means consistently delivering tremendous value to your golfers. It means:

  • Understanding the lifetime value of a golfer to your club, not just the profit per round.
  • Building systems for service delivery.
  • People that are truly customer-focused.

High-quality service can then become your best marketing tool. When your golfers place a premium value on your services, then your marketing strategy shifts to low-cost, high-touch activities that help you build, sustain and expand your relationships with your golfers.

In this presentation you will learn:

    1. How increased customer retention will result in dramatically increased profitability
    2. The value of a new customer compared to the value of a retained customer
    3. The key measurements you need to monitor the true health of your business
    4. The elements of a profitable value proposition (Hint: It's NOT just about price!)
    5. How to use the Service Triangle manage the customer experience and build a culture of high-quality service.
    6. A process to transform potential into profits in your journey to delivery high-quality service.
    7. How to build a database foundation for your marketing efforts.
    8. Twenty ideas for staying in touch with customers for minimal amounts of time and money.


Half-day