State of golf sales

Getting questions daily regarding how the golf industry doing, especially regarding sales reps.

What’s going on out there?

Are reps still looking to pick-up new lines?

Are they still working or have they left the industry?

Are new workers entering the industry?

These are all great questions and we’ve noticed a few trends that may shed some light on the current state of salespeople in the golf industry.

As most of us are aware, golf participation is at an all-time high since Covid entered the picture over 2 years back.

Play has increased on-course, off-course, day or night, at home on tv, phone, computer or backyard, or within an entertainment venue.

As play increased, so has consumer spending.

People are buying lots of golf goods like apparel, equipment, accessories and services.

Established sales reps are doing very well, some better than ever!

Those who were not as established or selling as much have had a harder time dealing with the increased costs in doing business i.e. travel, gas, hotel, food etc….

Some reps have left the business altogether while others entered, wanting to finally work in an industry they enjoy.

These are just a few of our observations which, overall, look pretty darn good for the industry as a whole.

If your company is looking for sales assistance, now is a great time to recruit!

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Interviewing – Zoom calls – look the part

If you’re an employer and lately running into shabby candidates during interviews, may want to pass this info on.

Or you’re a job seeker looking to score a gig in golf. 

Take heed to the following advice.

We’ve all experienced changes Covid has brought into our daily lives and routines, including job hunting.

Now more than ever, it’s important that a job seeker have a great, professional look online while interviewing.

Zoom interviews have become the new norm.

There are clear differences interacting with a potential employer through a desktop/laptop vs. a traditional face to face meeting like having the proper lighting, background, testing how you appear on screen, use of mute button, quality internet connection etc….

Yet the one constant that remains, regardless of how you interview be it “live” or online, is your appearance.

You’ve got to look good!

This topic has been discussed ad nauseam yet people still get lazy and refuse to make their appearance a priority.

And it happens in every industry at all levels.

Reminds me of a dilemma a very good friend experienced with a former boss.

My friend sold large, hi-tech products/services to $1M + accounts and doing very well, one of the highest producers in the company.

While attending a company-wide meeting (pre-Covid), my friend was introduced to upper management for the first time.

While observing these executives inter mingling, his biggest concern became his boss.

The boss didn’t look the part, as sharp as the other exec’s, and he was worried this would effect his bottom line when negotiating with corporate to close big deals.

Unfortunately, soon after that meeting, his boss left the company.

My friend’s instincts were right!

Although the boss was a great guy and good sales manager, he didn’t fit in with his peers.

The first and biggest indication of this was his appearance.

The unspoken “rule” of looking the part applies to all industries including golf.

Whether you’re interviewing for a sales job (regardless of the industry), management position at a club or a seasonal work, you must look your best.

Spend money on your clothes.

Don’t cheap out.

Don’t get lazy.

Buy the best dress, suit, tie, shoes, and/or bag you can afford.

And good grooming counts as well.

Get your hair cut, (ladies)blown out, nails done, brows trimmed.

From the waste up you want to look your best and it shows when you’ve invested time and money in your appearance.

Golf Club Owners/Operators looking for experienced management candidates or those wanting to “break in” to golf, check out details regarding our Golf Candidate Blast package here. To get started  call, text 305-803-1114 or shoot an email to Dawn@GolfSurfin.com

Job Seekers if you’ve got your appearance “game on” and looking for a job in golf, check out GolfSurfin.com’s “White Glove” service. Click here for details then call, text 305-803-1114 or send message Dawn@GolfSurfin.com

Dawn Schlesinger
Chiefgolfjobologist
Dawn@GolfSurfin.com

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Opportunity or Obstacle – May be time to hire sales talent

In these strange and unsettling times, business decisions are not easily made.

The economy has changed, our personal lives disrupted, and most of us are feeling anxious and unsettled about the future.

We either lay low and see how this situation unfolds or we make moves.

Because with obstacles come opportunity.

Take the stock market as an example.

Although there have been recent historical lows in the market, now may be an opportune time to buy shares in great companies.

A similar scenario has developed with hiring opportunities in the golf industry.

Fortunately our industry is opening and people are playing again.

It’s one of the few activities we can do safely outside in our own carts or walk paths.

In fact, courses are opening at a rapid pace.

A recent article in the Washington Post titled “Coronavirus shutdowns are making golf course an oasis for stir-crazy Americans eager to get out and tee it up” claims 41% of Americans want golf courses open over any other type of business.

Thats great news for golf!

Back to the point of recruiting opportunities.

Despite the current openings of golf courses throughout the U.S., manufacturers in the golf industry have experienced a substantial impact on production, retail store closings and order cancellations and delays.* As a result, experienced sales reps are open to new employment opportunities.

Now may be the time to hire them!

If you agree, the #1 sales recruiting tool in golf is available with a 15% discount.

Purchase our Sales Rep “Blast” package here or below. Enter code DISCOUNT15 at check-out.

See package details below.

*”Coronavirus Effects Thoughout the Golf Business“, by National Golf Foundation, May 2020

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Club Management turnover – Elephant in the club

The average turnover for a club General Manager is approximately 2.5 years.*

When a GM leaves a club, other staff members follow.

Management turnover causes financial, motivational and emotional problems for club members and employees.

A must read for anyone associated with a private club particularly Board Members of private clubs, Committee members of Member owned clubs and department heads, is “The Elephant in the Club” – Private Club General Manager Job Security and Turnover – Whitepaper”

Richard McPhail, CCM | Jul 26, 2016.

McPhail discusses in depth why management turnover is chronic (and hasn’t really changed much over the past 20 years) and gives suggestions, ideas and/or remedies clubs can use to instill consistency and avoid change.

Ideas like:

  • Understanding the private club model…different from a public business
  • Appropriate budgeting. Are wanted member amenities and services realistic with the budget?
  • Strategic Planning. Sticking to long-term asset preservation and amenity renewal plans.
  • Making goals and communication clear between the the board, members and GM.
  • Consistency. Retaining and maintaining a loyal staff.

Given the fact that turnover is fairly high in private clubs (we’re guessing turnover numbers are somewhat similar in semi-private and public golf facilities), recurring recruiting costs are steep.

GolfSurfin.com offers recruiting services that are both affordable and effective for golf clubs.

If your club has an open staff position, check-out our Target Search Service.

Click here for more details.

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PGA show moment

Just returned from the 2020 PGA Show in Orlando.

Had a great time meeting customers, viewing and trying new products, and making new friends.

But what struck me most was an interaction I had with a sales rep who uses GolfSurfin.com

While walking the show floor, someone tapped me on the shoulder and asked my name.

He said he noticed the logo on my shirt and wanted to introduce himself.

We shook hands and exchanged the usual first meeting pleasantries.

He then said he wanted to meet me because, as a result of our service, he was able to pickup a great line and deeply appreciated what we do and how we do it.

I was kind of caught off-guard and thanked him for the compliments.

As I walked away my eyes teared up for just a few seconds.

The most gratifying feeling one can have (at least for me) is to know that what you do for a living is actually helping another person and/or maybe adding to their quality of life…even if it’s just a teeny, tiny bit.

So despite being surrounded by tons of the fun, a simple Thank You from an appreciative service user was my most impactful experience at this year’s show.

Ok enough sappyness.

If you or your company is in need of quality sales reps, check-out our Sales Rep Blast Package.

Details below.

Dawn Schlesinger
Chiefgolfologist
Dawn@GolfSurfin.com

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You don’t know jack about Thanksgiving

…at least we don’t at GolfSurfin.com.

Did you know there are over 200 websites discussing what really occurred during the very first official Thanksgiving celebration?

In fact, there’s a debate on just about every aspect of the first Thanksgiving meal including WHEN and WHERE it actually took place and WHO attended.

In reality, much of the information we were taught in school about Thanksgiving wasn’t necessarily true.

Details were manipulated and given a more positive “spin”.

Here are just a few interesting myths:

THE MENU

No turkey, cranberries, or pumpkin pie on the first Thanksgiving table. Instead the menu choices probably included passenger pigeon, venison, lobster, clams, mussels and eel.

No bread or butter or even sugar was available at that time!

ATTENDEES 

18 adult woman boarded the Mayflower. Yet by the time the first Thanksgiving was celebrated in the Autumn of 1621, of the 50 colonists who attended, only 4 were women!

Unfortunately for the men and women who arrived on the Mayflower, many did not survive that difficult first year in the U.S..

Regarding the Native American guests, no-one really knows for sure whether they were invited OR were already in the area busy with their own harvests and crashed the party.

UTENSILS 

No forks! Only knives and spoons were used at the first Thanksgiving table.

The origin of this fact is gray. Some sources claim colonists had forks yet traded them with native Indians for supplies and information. Others claim forks had not yet been invented. Instead, settlers ate with spoons, knives and their fingers!

When it comes to Thanksgiving facts or any claims made by anyone for that matter, you really don’t know what you’re getting until you do your research.

Which brings us of our Sales Rep Blast Promotion.

If you’re seeking sales assistance and like discounts, save 15% on our Sales Rep Blast Package for a limited time.

(If you miss the promo, purchase Sales Rep Package anyway. We’ll find independent reps for your company quickly & professionally and it’s still a great deal!)

Purchase package, save $$…no research needed!

Click here to get started.

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Beware of Spooky Golf Employers

Employers constantly complain about bad candidates, a lack of solid ones available and turnover.

But what about scary employers?

You know the ones that never take responsibility for screwing-up the interview process and/or cause turnover.

In the spirit of Halloween, let’s look at some of the most scary golf employers that should be avoided during your job search.

The Ghost

The ghastly employer who “ghost”, fail to acknowledge applications, is the #1 culprit for angry candidate creation. This type of employer cannot get their act together to acknowledge receipt of your resume and/or position throughout the interview process.

It’s rude and unprofessional and eventually tarnishes the employer’s reputation.

Golf employers who ghost are usually the top tier manufacturers and golf clubs who get tons of applications for just about any position they post.

A funny twist that started about 2 years back, is that employers are now being ghosted by candidates!

The bottom line is poor etiquette on both sides.

The Dr. Jekyll & Mr. Hyde Employer

These ugly ghouls lurk throughout the interview process creating havoc the very first day at the workplace.

They describe your “dream job” during the interview yet when you accept the offer and begin employment, the job is not what you expected.

For example, you accept a job as GM thinking you’re the decision maker on most club issues yet quickly find out “the board” is really in-charge; you’re hired as a chef, clearly describing your talent in the fine dining arena during your interview, only to find out that club members demand basic comfort food. Or as a sales rep you take-on a new product and realize, after a couple of customer visits, there were four sales reps before you in two years in two years who failed miserably with the same line.

The Dr. Jekyll & Mr. Hyde employer is dangerous because what you see is not what you get!

The Revolving Door Employer

Title sounds innocent enough but its effects are deadly.

Revolving door workplaces experience high turnover…when a % of employees leave your club/company over one year.

High turnover wastes money, time and kills a good company reputation.

Most importantly, turnover is like a hidden disease that starts with one employee and spreads throughout the organization.

The Revolving Door employer also creates low employee morale. When people start falling like hotcakes employees who remain start to wonder why they’re still there…even becoming bitter.

No one wants to be caught dead within The Revolving Door Employer!

So candidates beware of the above employers not just around Halloween but throughout the year.

And if you’re like one of the employers described above, chances are there are some issues within your company or its culture that must be solved before you start hiring new employees again.

If you’re an employer who refuses to wear one of the above costumes and have a position/positions to fill, post your job now.

Dawn McGarry Schlesinger
ChiefGolfJobologist
Dawn@GolfSurfin.com

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Take advantage of salespeople who call on your shop

Came across an article written in 1977 for Golf Business magazine titled “Take advantage of the salesmen who call on your shop”. Btw should now be titled “salespeople”.

The article gives a “birds eye” view of the trials and tribulations of a golf sales rep in “olden times”.

Thought it would interesting and valuable to compare the sales process today vs. yesterday.

We contacted a slew of current, solid golf reps and asked them to read the article then give their opinions on what they believe to be the biggest changes now vs. selling then.

Here’s what they said:

Buyers are unqualified – Gone are the days when golf pros owned their own shops. Today plenty of shops are staffed by under qualified employees, poorly maintained and merchandised and overall, unappealing to the buyer. Golf reps today must be product experts, know their accounts and educate the buyer. The most important task for today’s rep is to build customer rapport and figure-out which product will sell in each particular shop. Learning buying habits of club members is crucial!

Reps need to be picky when choosing lines – Buyers today don’t have lots of time and patience to spend on new product introduction. Typically this gives the rep time for maybe 2-4 new product/service presentations so the rep has to be smart and creative in what’s shown to the buyer. A big problem these days is golf reps carry too many lines. Some carry 10–15 lines. Unfortunately they throw as much product at the buyer as possible to see what sticks. This approach “waters down” the sales person’s credibility leaving a pissed-off buyer and manufacturer!

Golf sales reps have always had to be knowledgeable, honest and creative even back in the 70’s when the average price of a new home was $49,300.00, a gallon of gas cost 65 cents and a shiny new BMW 320i set one back around $8,000.00.

Current times are much tougher.

Green grass pro shops are up against on-line venues and big box stores making it nearly impossible to compete on price. Not to mention the overall health of the industry – shrinking since the glory days of Tiger Woods.

Reps today need to work smarter, prioritize the customer’s needs and be product “picky”. And for all you club pro shops out there with seasonal/temporary help, take advice from your loyal sales rep!

Although times have changed, some challenges remain the same.

Dawn Schlesinger
Chiefgolfjobologist
Dawn@GolfSurfin.com

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Interview – Secrets of a Con Man Part I

You may be thinking why in the world would anyone want to interview like a con artist.

They cheat, lie and steal and overall have more then a bad rap – they’re just plain bad people.

That’s what I thought too until I stumbled upon a list of strategies and techniques used very successfully by con men/women.

Con people are exceptional at the art of persuasion.

And who better to use these techniques in a positive, legitimate manner than candidates applying and interviewing for golf jobs.

Now if this sounds like a bunch of b…s… to you, stop reading right now.

However, if you’re a bit unconventional and open to learning new persuasion techniques that may very well improve your chances of scoring the perfect golf gig, read on.

In this post, Part 1, we’ll cover 4 important secrets that can help you ace an interview and land a great golf job.

Con Artist Select #1 – Find out what a company wants and figure out a way to give it to them

If you can uncover what your potential employer needs or a problem they’re facing (a “pain”) and you can help solve that problem if they hire you, you’re golden. The fact that you’re even discussing their problems puts you way above the competition.

Con Artist Secret #2- Choose the right mark

The right mark for our purposes is the hiring manager. As most of us know by now the hiring manager’s name, tile, work history and interests can be found on Linkedin, company websites, job postings etc… Once your mark is uncovered, research something about them i.e. where they went to school, hobbies, interests, charities anything that can align you with the decision maker before and during an interview. This is why our White Glove service works so well. We blast a concentrated copy of your resume directly to decision makers in the golf industry.

Con Artist Secret #3 – Listen don’t talk (yet)

This the probably the most valuable secret to use in any sales scenario especially if you’re selling yourself. Listen to what the employer is saying. What went wrong with the last person they hired? What are they looking for now in a candidate? What do they want to achieve, acquire or accomplish in their department, company or club? The best way to uncover this information in an interview is to ask good questions and let them talk.

Con Artist Secret # 4 – The foot-in-the-door trick

“Sticking one’s foot in the door” means to ask someone for something small. Ever walk by kiosks in the mall and the young girls and guys hocking soaps, creams of perfumes or whatever typically ask you a question? They’re trying to lure you slowly into buying their product one small step at a time. For our purposes, I think a similar technique is applicable at the end of an interview. Qualifying questions like “How do I look compared to other candidates you’re interviewing” or “Do you think I’m qualified for this position?” or “Do you think I’m a good fit for this opportunity?”.  Most interviewers will respond positively and the beauty is once they commit to you verbally, they become more committed to you psychologically. The mere fact that you’re qualifying them puts you above the competition. I cant tell you how many strong candidates with tons of experience and accomplishments are either afraid or neglect asking for the job.

There are actually 43 con artists secrets. I’m only taking the ones I think are applicable to job hunting and will review more in my next post.

You can view them all here.

P.S. Ready to apply some of these interviewing tips? Check-out our White Glove service. We’ll package your resume starting with the headline explaining Why You Should be Hired…in a quick, easy-read format then send it directly to the “right” marks..golf job decision makers.

Dawn Schlesinger
Chiefgolfjobologist
Dawn@GolfSurfin.com

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Two ways golf employers screw-up hiring

There are so many ways golf companies and clubs screw-up hiring good, solid candidates.

We’re going to address two of the most common hiring faux pas.

One:

Poorly Written Job Ads 

So many ads are written with the employer in mind – primarily focused on what they want and need in a candidate. Reality Alert…good candidates don’t give a hoot about what the employer wants at the beginning stage of a job search.

In today’s applicant pool, it’s a buyers market. Typically quality candidates already have a job and are looking around for something better OR they have multiple companies wooing them with opportunities. These candidates want to know “what’s in it for them?” Scratch the robotic verbiage about the company and/or product and replace it with the exciting and unique story about your company and open position.

Two:

Bad Job Ad Promotion

Job ads, particularly in the golf industry, are seen on free boards. Some are industry specific, most are not. Employers don’t seem to care about quality. Their mantra is ‘the cheaper the better” when it comes to recruiting. Here’s the problem with over-promotion on the wrong job boards. The employer usually ends-up with a slew of unqualified candidates or worse, hires the wrong candidate from this “dead pool” just to fill the job. Six to eights months down the road the not so new hire leaves usually creating havoc on her way down and the position becomes available again.

Ugh…not good.

Lesson here learned is not so earth shattering yet golf companies continue to make these same mistakes time and time again.

Next time you have to fill a position or if you currently have an ad that’s not really cutting it, think about why your company/product is great, why you’re passionate about working there and and why it’s unique place to be employed. Then tell the story in your ad. Next, figure out which job board/boards appeal to the type of candidate you need even if it costs a bit. It may be the best investment you make all year!

Dawn Schlesinger

Chiefgolfjobologist

Dawn@GolfSurfin.com

PS. GolfSurfin.com is the #1 job Board for golf

PSS. GolfSurfin.com a has a loyal following of candidates who either work in the golf industry or by those who want to break in to golf .

PSSS. Click here to post.

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