The world of commerce is changing. Some course operators seem to be having difficulty accepting it.
The Internet is providing transparency to prices and products that was never before available for consumers to use in buying decisions. GolfNow is the currently the leading site for golf courses, but almost all products and services now have similar Internet comparison sites.
Having competitive prices easily visible allows consumers to make a buying choice. Price is just one factor in making a decision. Product and service quality clearly factor in to a buyer's decision.
Internet comparison shopping benefits consumers greatly. How is this a bad thing?
I read a great book a few years back about the marketplace coming to consumers rather than the other way around. So consumers create the market and pricing, not the other way around. It's called
"The Intention Economy: When Consumers Take Charge". GolfNow could be classified as a
Vendor Relationship Management app and there are more in the works. It goes beyond business and discusses technology and privacy. Great read.
I find this topic fascinating as a former Club Pro, consumer and now internet marketer.
I can understand the Groupon consumer mentality in that they have no loyalty and are only looking for a good deal. Obviously not the type of client a golf course wants. But I don't think all GolfNow consumers are like this. I for one hate paying for golf, partly because I never had to working in the industry and because it's expensive as I already belong to a club. Anytime I can get a deal on a GF, i'm all over it. Sure there a few casual golfers who could care less but that doesn't strike me as the majority, especially locally where everyone most likely knows many of the courses in the area and is more focused on the time and course rather then the price point.
It's tough for the courses to try and compete but they've controlled the market for years. If the course is struggling, it's time to try something different. Someone mentioned it early that these courses never try anything different and I agree on so many levels. From getting more green fee players to selling more memberships, golf course managers try the same stuff. Mostly because marketing isn't taught a great deal in Pro Golf Management programs but they also lack creative vision or observational skills. Some courses are hiring consultants which is great. Those clubs realize they need an outside mind to take a look at things.
It's not like they need to create a groundbreaking new idea. They could look at other industries to see a different pricing model or marketing strategy. Jay Abraham is one of the smartest marketing minds out there and he says no idea is ever new and says business owners should look at adopting ideas for other industries.
Amazingly many did not look at it for what it almost certainly is which is taking existing clientele and training them to wait for and purchase the lower rate barter times from GolfNow.
How many would have signed up if the sales pitch started out with... "Ok, first thing we are going to do is steal 4 of your regulars, give them golf at a significant discount while keeping 100% of the revenue and finally bombard them with e-blasts featuring your competition and golf merchandise sold by us. What do you think? Sign here."
This is where Groupon killed many small businesses. Unfortunately, if you cannot see this after a few days of thinking about it, you shouldn't be in the role to make that decision and the course will pay dearly for hiring you.