Golf Inc - Summer 2012 - (Page 4)
Hiring right: the first step towards great customer service bY jAcK dIllON
Why do you work in the golf industry? Unlike a “job,” which many people fill for decades, golf is a passion, which lured each of us to come stay awhile. We are the lucky ones who came to a game, but also joined it — not only as a player, but also as a careerist. We love it, and most of us would not have it any other way. We likely each have a friend, maybe several who desperately want in. They think it is all about a game, but we always tell them this game is work. We realize that the golf industry is totally built around serving our golfing clients. Whether you are involved in a private club, a resort or a muni down the street, the story that can attract and retain clients is a great service story. Hiring is the first pillar in building a strong set of service standards. Let me suggest a few radical views, some you may not have heard before, but views that may improve your staff. Why? Because great attitudes never show up when they are needed. They come when they come. How many times have we sent people away, people who may have had a great attitude for serving others? Make certain the team knows never to send people away. That responsibility should be decided at the highest level. Always be on the watch for great people. When you are out in the world and you 5 KEYS TO GETTING TO THE “GREEN”
n Always be looking n Have peers interview final candidates n Hire for life n Train well and always away from clients n Measure progress, tweak, remind often, measure continuously 1. You should always be looking.
After the series of interviews with upper management, consider having senior peers and subordinates interview final candidates. You will receive a more complete picture and maybe hear things that did not come out during the initial meetings. It makes good business sense.
3. Always think about hiring for life. It seems whenever we go out to
2. Finding and hiring strong people is a process, not a one-act play.
see an extraordinary act of service, go talk to that person and drop a business card in their hand. They will be very flattered, and you may be on your way to improving your business.
Christina Thomas Jack Crittenden Associate Editor Editor In Chief 858-810-7092 Jack@CypressMagazines.com Bruce Buckley Trevor Ledger Robert Vasilak Michelle Weyenberg Contributing Editors Shannon Harrington Art Director Richard Steadham Designer Phillip Haut Ad Production
Katina Cavagnaro, Publisher Mindy Palmer, Marketing & Sales Consultant Jennifer Posey, Circulation Manager Trish Newberry, Office Manager
This is not kids stuff. This is your business. Why do businesses spend tons of money on marketing only to waste most of the money allowing untrained people around clients? New people and even great attitudes need support, direction, training and testing. Allow them to practice and to make mistakes away from the field of play. tools to guide them. Make certain the mentor is qualified to do what you need him or her to do. Test everyone, making certain all meet the standards of your clients. Picking the right club helps us get to the putting surface, while picking the best people helps us get to the “green.” You can reach Jack Dillon at Dillonjack53@gmail.com
5. Supply each person with a mentor and scorecard — measuring
4. Never toss new people at clients before they are very ready.
find short-term help, we come back with warm bodies that attract cold cash drawers. Consider each candidate as a longterm asset for your business. You will find and retain better people when the vision of the process is long term.
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Table of Contents for the Digital Edition of Golf Inc - Summer 2012
Golf Inc - Summer 2012
Table of Contents
Hiring Right: The First Step Toward Great Customer Service
New EPA Regulations Will Increase Turf Equipment Costs
Britain’s Greenkeepers Association Makes Operational Improvements, CEO Says
What the Future of Golf Could Look Like
Textron Financial, Capmark Put Golf Portfolios Up for Sale
With Commercial Real Estate Confidences Up, Is Golf Close Behind?
The Evolution of Donald Trump
Tasmania’s Coming of Age
Largest Management Companies
Renovation of the Year
Bald Head’s Logistical Challenge
The State of Technology in the Golf Industry
Britney Spears as Golf Spokesperson?
Golf Inc - Summer 2012