How important a CRM system is to your golf membership sales

golf club using crm system
By Matt Smith - 13/01/25

The benefits of using a CRM system in your golf club

Effective sales and member management are the cornerstones of a successful golf
business, whether that is at a golf club, or you are selling advertising space, the sales team
need to know where they are at each stage and the sales cycle.

At the heart of this success lies a three-pronged approach: timely and personalised sales
follow-ups, strategic efforts to renew existing members, and the efficient use of a Customer
Relationship Management system, or a CRM.

This blog will explore how golf clubs can master these three areas to drive revenue and build
long-lasting relationships with your members.

The power of a well-timed sales follow-up

Sales follow-up is not just a routine, and surprisingly, plenty of salespeople do not do this at
all. It is an art that can make or break a sale, and according to research, 80% of sales
require at least five follow-ups, which include phone calls, texts or emails.

Yet most sales people give up after just one or two attempts, and an alarmingly high percentage never
even follow up at all. This underscores the importance of persistence and strategy. The
challenge for golf clubs though is they are often understaffed, and do not have the resources
to fulfil these requirements.

Below is a study from the National Sales Executive Association showcasing what
salespeople need to do to achieve success.

The question is, can golf clubs to this on a consistent basis?

Best practices for effective sales membership follow-ups

  1. Timing is Everything:
    • Follow up promptly after the initial interaction. A delay can lead to the customer losing interest or moving to a competitor.
    • Use analytics or your CRM data to identify optimal times for reaching out – avoid weekends for example IF they work Monday to Friday.
  2. Personalisation:
    • Address the prospect’s specific pain points or interests based on previous conversations or interactions.
    • Use tools like email templates and automation to maintain personalisation at scale. Sequencing enables the prospect to continually get fed information during the times you are not engaging with them as this works in the background.
  3. Provide Value:
    • Each follow-up should add value. Share resources, articles based on their challenges, answer questions, or offer solutions rather than repeating a generic sales pitch.
  4. Track and Adapt:
    • Use a CRM system to document each interaction, track progress, and adapt your approach based on customer feedback or behaviour. You can get notified when a prospect opens your email or clicks on a link for example, meaning you have an engaged prospect so now is the time to reach out again.

Customer renewals: Improving membership retention

What’s that quote? “It costs a business 10 times more to generate a new customer than to retain an existing one”. This is so essential to golf clubs more than ever in today’s difficult and challenges conditions.

Retaining your members is often more cost-effective than acquiring new ones. A increase in customer retention can lead to an increase in profits. Renewals are a critical part of customer retention, particularly in a subscription-based service like a golf club.

Strategies for successful renewals

  1. Start Early:
    • Begin renewal discussions well before the renewal date. Proactively address concerns or objections of your membership.
  2. Maintain Consistent Engagement:
    • Stay in touch with your members throughout the year. Regular check-ins, surveys, or newsletters help keep your brand top of mind and helps the member feel engaged and important.
  3. Offer Incentives:
    • Provide incentives to existing members, such as referral offers or gifts if they renew early.
  4. Monitor Usage Patterns:
    • Use your CRM to track customer usage or behaviour. If a customer’s engagement is declining, intervene with personalised solutions to renew interest. This could include moving them to a more appropriate category like a points-based membership, instead of the golfer leaving the club entirely if they have played less that year and are unlikely to renew.

The Role of CRM Systems in Sales and Retention

A CRM system is a game-changer in managing member relationships, tracking interactions, and enhancing productivity. There are many excellent CRM systems on the market, here at PlayMoreGolf we utilise HubSpot.

Here’s how it streamlines follow-ups and renewals:

CRM System Features That Drive Success

  1. Centralised Data:
    • CRMs store all customer data—contact information, interaction history and usage.
  2. Automation:
    • Automate follow-up emails, reminders for renewals, or tasks to save time and reduce human error.
  3. Segmentation:
    • Divide members into segments (e.g. new sales leads, membership categories, active users) to tailor follow-ups and renewal efforts.
  4. Analytics and Insights:
    • Use built-in analytics to identify trends, forecast renewals, and measure the effectiveness of follow-up strategies, i.e. are they being opened, are they engaging in your content.
  5. Collaboration:
    • Sales, marketing, renewals, accounts teams can all collaborate more effectively, ensuring a consistent member experience.

What CRM Systems are available

Below are just a few options your golf club might want to look at:

  • HubSpot CRM: Ideal for small to medium-sized businesses with robust free tools – used by PlayMoreGolf
  • Salesforce: A powerful option for large enterprises with customisable solutions.
  • Zoho CRM: An affordable, feature-rich solution for growing businesses.
  • Pipedrive: A user-friendly CRM designed for sales pipeline management.

Integrating these for maximum impact

To maximise the effectiveness of your sales strategy:

  • Use a CRM to manage follow-up schedules and personalise interactions.
  • Leverage CRM data to predict and enhance customer renewals.
  • Automate processes where possible to free up time for more strategic tasks.

For example, a sales team using CRM tools like reminders for follow-up calls, tracking renewal dates, and analysing member engagement is better equipped to nurture leads and retain members effectively.

Conclusion

Sales follow-ups, customer renewals, and CRM systems are not standalone tactics but interconnected components of a thriving business strategy. Mastering these elements ensures that you don’t just acquire new members — you build relationships that last. By staying organised, proactive, and customer-focused, you can turn one-time buyers into loyal advocates, driving sustainable growth for your business.