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The phone rings.
Golf Shop Staff: Drake Creek Golf Club this is Todd how can I help you?
Caller: Yea, how much does it cost to play today?
That’s a common call to Drake Creek and I presume to many area courses. It’s an important call too. We know there’s a potential customer on the line. But we also know that unless we are the last course on his list, he’s likely to hang up quickly and call the next course. In essesnce, we know the caller is looking for the cheapest rate.
My staff and I discuss at length the best way to answer this frequent caller. We continue to tweak our procedures to insure the caller chooses Drake Creek and pays our prevailing rate. We’d like to think we’re getting better securing these callers to our course. But this blog is not so much about training my staff. Rather, it’s about how I’d like to train the caller. Or more specifically the golfer.
I try to profile this golfer. He’s probably not a member anywhere since he’s calling for green fee rates. He’s probably not a member anywhere because he either doesn’t get to play enough golf to justify a membership or because he enjoys playing different courses. And obviously, he’s not interested in paying a significanlty higher rate than what’s available at other quality courses. He’s watching his checkbook like most all of us. I’m also guessing that he’d like to play the best possible course and have fun doing it. (Sigmund Freud watch out, I’m on a roll.)
I only wish the caller could realize the answer to his question should be found in the aforementioned synopsis, not soley in a number. Because that’s what we work so hard to provide at Drake Creek Golf Club.
He’s probably not a member anywhere because he doesn’t get to play enough golf to justify a membership. Since you don’t get to play as often as you wish, don’t you really want to play a really good course when you do play? Drake Creek fits that bill.
I’m also guessing that he’d like to play the best possible course and have fun doing it. Fun. Isn’t that the point of golf? A better question from the caller might be, “what else do you provide that can make my day more enjoyable?” Our answer of course would be to take advantage of The Patio Grill at Drake Creek. Everyone enjoys sitting around with their buddies after the round with a cold beverage and a good burger. Or have the family meet you on the Patio after your round. Take the kids on complimentary golf cart rides or play putt putt golf on our practice green. Either way, you’re adding more fun to your experience.
He’s not interested in paying a significanlty higher rate than what’s available at other quality courses. Well here’s the truth. Our rack rates are within a dollar or two (sometimes lower sometimes higher) than other quality courses in the area. And if you book online at www.drakecreek.com, we offer Internet specials and twilight rates that generally smoke our competitors.
So to all those golfers who simply ask, “how much is it to play today?”. I say forgo the dollar. Maximize fun. Seek an enjoyable experience. Seek value not price. And by all means seek fun!
At Drake Creek, we have the amenities and a professional staff that’s committed to your total golf experience. Come see for yourself.
Todd Butts
PGA Director of Golf and Operations
PGA Director of Golf and Operations
P.S. If you’re still committed to calling every area course looking only for the best price, save yourself some time. Just call Mid-Town Golf Course in Paducah. They’ve got us all beat.
