Account management is more than maintaining a relationship; it’s about becoming a trusted partner in your business. Successful account managers strike a balance between delivering exceptional value, understanding you clubs needs, and growing the business relationship.
Here are some of our best practices for effective account management and how they will support your golf club.
1. Develop a Deep Understanding of Your Club
The foundation of strong account management lies in how we understand your business and goals. We help to understand your objectives so we can position our product accordingly.
2. Build Trust Through Consistent Communication
We don’t just stick to one channel; phone calls, emails, Teams meetings, face to face meetings and even voice notes are all great ways we stay in touch.
Our account managers schedule monthly or quarterly review meetings to discuss progress and gather feedback. Share updates, solutions, or new opportunities without waiting for the club to ask.
3. Prioritise Client Success
Your golf club’s success is our success. We adopt a client-centric approach to strengthen loyalty. Set Clear Goals: at the start of the year, understand where you are, and where you want to be. Monitor Performance: Use data and KPI’s as a way to measure your progress
Going above and beyond to ensure you feel valued. We’ll always be responsive and answers any questions as directly and honestly as possible. With over 100 years worth of golf experience in the business, we like to think we’re well positioned to answer most questions.
Our account managers love to solve problems quickly and handle issues efficiently to minimise disruption and demonstrate reliability. This means fixing an issue so they don’t have too.
5. Create a Strategic Growth Plan
Account management is not just about maintaining; it’s about growing the relationship. Are there any other opportunities that we can help with? Identifying these opportunities at an early stage can save time in the long run. We’ll look for cross-selling or upselling opportunities and also introduce new offerings, products services, or upgrades that align with your goals.
6. Share Industry Insights.
Customers love to know what else is going on in the industry, so we provide this value-added information such as market trends, competitor analysis, or regulatory changes can help and support the club further.
7. Use technology to streamline account management and enhance client engagement.
CRM Systems such as HubSpot can manage customer data, track interactions, and automate follow-ups, saving hours in time. Analytical platforms such as Power BI can help clubs monitor performance metrics and identify trends.
8. Build Strong Internal Collaboration.
Effective account management often requires collaboration across teams, including sales, customer service and renewals. All working together to offer best in class.
9. Foster Long-Term Relationships
Strong account management creates long-lasting partnerships, not just transactions. Our account managers are trusted advisors and should be used as a resource for insights, guidance, and innovation.
The matrix is where the golfer will see value and decide if it is worth joining a points-based membership, or stay as a green fee payer. Each golf club can look at their existing utilisation report and determine where they are busy, and where they are quiet on the tee sheet. This can also be broken down to seasons, months, days and times of the day.
This enables each club to encourage the golfer to play on days and times that better suit the golf club. The matrix also permits the golf club to prevent flexible golfers from playing at specific times altogether.
As the below matrix shows, the trends at this golf club restrict flexible golfers from playing weekend mornings as they want to reserve them for their full, 7-day golfers. We can also see the times in more demand – in the mornings – the points are higher, meaning they are encouraging their flexible members to play in the afternoons, where they know they are quieter.
This can be done for both summer and winter, and will change due to day light, and of course if the data shows different trends in the winter, the club can create a different matrix – the only membership that can do this.
Account management is a blend of relationship-building, strategic thinking, and delivering consistent value. Our account managers will understand your club deeply, maintainstrong communication, leverage technology, and focus on long-term success at your golf club.