What should I pay attention to when applying for golf membership sales and what should I do in advance? It is said that he works in the clubhouse.

Club mode is generally adopted by companies, such as health clubs and the like.

It depends on the specific industry.

According to the McKinsey sales method introduced by Russell, a former consultant of McKinsey, in The McKinsey Method, McKinsey's process of soliciting business is different from that of most other commercial organizations. Because, as any McKinsey employee will tell you, McKinsey never sells. Why doesn't McKinsey sell, but it has a steady growth business?

What McKinsey did was "just stay there, but at the right time, and make sure the right people know who you are".

McKinsey & Company keeps publishing some books and articles, some of which are quite influential. McKinsey also publishes its own academic magazine "McKinsey Senior Management Series" (quarterly), which is distributed to serving and serving customers for free.

Obviously, these efforts cannot be interpreted as sales promotion, but they ensure that the right people know that McKinsey is here, and they always remind potential customers how to meet their needs through McKinsey. This will keep McKinsey's phone ringing.

We can't help asking: Why has McKinsey's business been growing instead of selling?

However, after a lot of advertising, terminal promotion and even strong personnel promotion, our golf member sales have little effect? Some people may say disapprovingly, "'Zhang Fei can't hit Yue Fei at all' is two different things. "But I boldly think that from the marketing point of view alone, they do have a lot to learn. A simple and popular understanding is that McKinsey is "hanging" himself and "selling", so he can "not sell" while his business keeps growing. The most worth studying is the way he hanged himself. As Russell said, "You just stay there, but at the right time, and make sure the right people know who you are. "My understanding is: First of all, you need to know who your target consumers are. What activities do they like to do when and where? And in what appropriate way do you tell them that you are there, just to meet their needs for you.

Behind the appearance of "hanging up" to sell goods, we need strong market driving force and good service reputation.

As for some books and articles published by McKinsey & Company, its academic magazine "McKinsey Senior Management Series" (quarterly) is given to customers for free, just to tell its target consumers: I am here! Call me if you need me, I can meet your needs; At the same time, they also adopted the practice of tapping new business from old customers. Only when customers are satisfied will customers be willing to reinvest and share their excellent products or services with others.

Looking back at the current golf membership sales situation, don't say that you have been cleverly "hanged" to sell, just staying at a blind "sales" level. Generally speaking, the members who join the club only provide the playing field and the supporting facilities with uneven hardware. As an aristocratic club, the various service functions of the club are rarely taken seriously, and the various needs of club members cannot be met. Some clubs can't even guarantee the basic quality of membership service. Members' complaints can not be effectively handled, and members complain a lot. Golf membership system is a high-grade service product, and the promotion of its marketing work in terms of service quality, membership reputation and sales means will effectively improve the current recession.

(1) While improving the basic services of the club through CRM, do a good job in the value-added services of members.

It is the most basic consumer demand for members to play on the spot. The club should first strengthen service management and strive to create an efficient, convenient, comfortable and pleasant playing environment for its members. Handle members' complaints in time, collect members' feedback information, improve services according to members' opinions in time, and make golf truly a noble leisure activity; In addition, strengthen CRM work, analyze and sort out the information of existing members, and establish a scientific and perfect member information base. Then, by perfecting the functions of customer acquisition, customer development and customer retention, we can establish a two-way mutually beneficial communication mechanism with the majority of members, which can not only establish a stable strategic win-win relationship at a higher level, but also realize the long-term interests of the club through cross-selling in a wider field. For example, many members are entrepreneurs, so we can organize their members in the industrial chain into a ball club according to their industry, so that they can more reflect the value of business communication in playing ball games or specific exchange activities, and there are also good reasons to call on other non-member business owners in the industry to join in; Another example is: make a marketing forum or innovation summit for members to solve the marketing dilemma, the needs of children's education, the needs of enterprise technology innovation and the needs of enterprise management innovation, so as to better serve members, form a real business value-added circle, and let members feel that members have obvious value-added effects in all aspects of their careers and lives. Thereby forming a good reputation and generating more sales.

(2) Marketing according to the characteristics of the target customer base to improve the marketing taste.

Golf is a luxury consumer product, and its potential consumers are basically successful people. Therefore, the marketing activities of golf must be relatively "extravagant". Salespeople's professionalism, knowledge level and behavior style can never be compared with ordinary salespeople. Because customers will not easily make a decision to buy hundreds of thousands, hundreds of thousands or even millions of non-urgent consumer goods. In addition to creating a good social reputation, more value demands of member sales need to be completed through one-on-one promotion activities of sales staff. Before customers accept membership products, they must first accept the salespeople themselves. Not only will customers not buy a luxury item representing an elegant lifestyle from a vulgar, poor salesman who does whatever it takes to get a commission, but they will even avoid visiting such a person. Therefore, it is not surprising that many low-quality salespeople regard "unfamiliar visits" as the most insurmountable gap.

This can't be blamed on the sales staff, but the key is that the club operators lack clear guiding ideology for the so-called promotion work. Most of them simply believe that as long as the interests and pressure drive, salespeople will try their best to promote sales. What China lacks too much is cheap labor. For club operators, the financial risks brought by these "road runners" will be far less than the investment of manpower, but as everyone knows, the blind "sweeping the streets" and "sweeping the buildings" of these low-quality salesmen will mostly cause long-term and far-reaching damage to member brands.

Therefore, clubs must overcome "myopia" when recruiting, hiring, training and managing salespeople, and fully realize that every salesperson is the face of the club. We should strengthen their education and training. Strengthening education is to improve self-cultivation. Through training, salespeople can gain more sales knowledge and improve their sales ability. Only the salespeople really know who your target consumers are. Where are they? Where will it appear? What kind of activities do you like to participate in? When is the activity time? What are their hobbies and so on? You can prove "you are here" in a clever way at the right time, let customers know the benefits that salespeople and even clubs can provide with professional professionalism, and let customers agree.

(3) An effective way to transform conference marketing into member value-added services and noble marketing.

The daily marketing behavior of salespeople is a step to establish and maintain a good relationship with potential customers. They know your target consumers and their actual and potential needs. However, a good opportunity is needed to complete the transaction. Often, after a period of hard work, many salespeople lack effective methods to urge customers to decide to buy. At this time, many people will be eager for quick success under the pressure of performance, which is proved to be counterproductive in most cases. That is to say, when the salesperson has burned the water to 99℃, the club should have an efficient way to improve the final key of 1℃ to facilitate the transaction. Many successful cases have proved that an effective conference marketing activity can achieve 30%-50% sales target at one time. As long as the marketing purpose of the conference is clear, the teachers are well-known, the process design is reasonable, the details are properly grasped, the pre-invitation quality is high, the sense of rhythm is strong, and the atmosphere at the scene is active, it will certainly produce unexpected results.

Applying this marketing method to membership sales can not only provide members with various forms of value-added services, but also bring potential customers together for centralized sales, so that potential customers can really benefit from the membership benefits of membership members and feel the distinguished living atmosphere of the club on the spot. Turn the imaginary interest cultivated by salespeople into real interest that can be truly perceived.

The core of McKinsey's "no promotion" lies in "blind promotion for sales". In fact, the same is true of golf membership sales. May our golf members be inspired by McKinsey's "no promotion" and get the same "continuous business and continuous performance growth". kyp