A big reason for their success can be explained by their structure:
- GolfTEC advertises to golfers online.
- Golfers learn about what GolfTEC does on its website.
- Golfers schedule and pay for lessons on GolfTEC’s website.
The structure allows GolfTEC instructors to do what they do best — give lessons — while GolfTEC invests into growing its business.
GolfTEC has proven what works to dominate the market, and there is a lot to be learned for golf instructors who have their own teaching businesses. Even if you don’t see GolfTEC as your competitor, it’s clear that they didn’t become a force in the industry by accident. Implementing GolfTEC’s methods in your business can in many cases help golf instructors accomplish their goals much faster and easier than they might have otherwise.
The Changing Consumer
GolfTEC understands where golfers are and how to reach them. The company knows that consumers want to research, schedule lessons and checkout right from their computer or mobile device. And right now, 85 percent of consumers research a business online before committing to any kind purchase.
Things were far simpler 10 years ago. Instructors didn’t have to worry about having a website that sells, being active on social media, running advertisements, or finding ways to reach more customers online. But now they do, because golfers are going digital, and that’s even if you rely on word of mouth.
In today’s world, being online is seen as a necessity. But before diving into the web, you should ask yourself, “Why does it matter?” Well, because when you do it right, it works.
Picture an online system that gets new customers in the door and allows them to book a lesson online. Wouldn’t that free up more time for you so you can focus on learning and teaching. Sounds great, right?
Don’t see getting online as a chore. Instead, see it as way to dramatically improve how you do business. You’ll spend less time selling, scheduling, and managing, and more time with your clients.
In a Golfer’s Shoes
Let’s think about this from a golfer’s perspective. Let’s say you’re a golfer looking for golf lessons, and you don’t know any instructors. More likely than not, you turn to Google as most of us do anytime we need to find something.
This is exactly what golfers are doing today. In fact, the PGA has seen a 43 percent year-over-year increase of millennials (golfers ages 20-34) searching for golf online. They expect to go to your website, learn about you, read reviews, and schedule a lesson. Surprisingly, very few instructors are taking advantage of this very natural behavior.
Let’s compare what GolfTEC is doing vs. the average golf instructor. Here’s a simple breakdown.
- Shows up across Google for any search terms related to golf lessons.
- Uses smart, online advertising across the web.
- Has a website that builds trust and sells its benefits to golfers.
- Conveniently allows golfers to schedule and pay for lessons on its website.
- Engages with customers after they book a lesson through email marketing and social media.
Most Golf Instructors
- Are not visible on Google Search results related to golf lessons.
- Rely primarily on word of mouth and print advertising.
- Don’t have a personal website (only 3 percent of instructors do).
- Are not building trust with potential customers online.
- Require golfers to pick up the phone or write an email to book a lesson.
- Accept payment by cash or check.
- Are not engaging current or past customers online.
Now, we’ve seen what makes the difference. If you are an instructor, the question becomes: what will you do about it? We’re sitting at a turning point for the future success of your golf lesson business. Consumers will continue to move online. The golf instructors that meet them there will thrive.
To learn more about my company that helps golf instructors get online, click here.