There is no better source for a new lead for membership at your Club than a referral from a new or current Member. I talk to several Clubs each week and always ask about a member referral program only to find that the Clubs, though desperately in need of new members, do not have a member referral plan in place. Used effectively, you will generate the majority of your leads and new members from your new and current Members. How should this be accomplished? Read on!

Nine Critical Factors for Success in Producing Member Referrals

1. Tell your members the Club needs more members!

 Send a letter to all Club Members explaining the need for new members. Most members don't realize that attrition occurs monthly at almost all Clubs. Especially in these trying financial times, keeping the need for new members in the forefront all the time is the easiest, most cost effective, and highest returning method for producing leads for new members. To be effective, the letter should be sent from the person with the most influence in the Club, usually the Board Chairman, Membership Committee Chairman, General Manager, or Membership Director.

2. Explain why!

Explain in the letter why your Club must have new members. Most members don't realize that attrition occurs monthly at even the best Clubs. Members relocate, have health problems, and have changes in their financial situation that cause them to resign from the Club even though they may be satisfied members.

Members should be made aware that the Club has operating expenses but must also ensure that it has an adequate capital reserve to provide for the timely replacement of capital assets. 

And let members know that only with a strong membership base can the club continue to keep operating in the manner to which the members are accustomed as well as avoid operating and capital assessments.

Clearly painting the picture of the need for new members in a well written letter will greatly increase the likelihood of a referral.


3. Follow Up!

But, simply sending a letter is not enough though. A scripted follow up phone call from your Sales Director or Membership Director has to happen. The call should begin with the Membership Director explaining that she/he is calling on behalf of the person who sent the initial letter to follow up. 

Remind the member about the importance of referrals and ask for those people he/she would like to see extended an invitation to become a member. If the member is having difficulty coming up with names, ask some questions to help the referral process along such as who he knows at work who plays golf or who is new to his neighborhood. If this is not producing results, ask if you could call back next week to give the member more time to consider.

Our Private Club Commander website can automatically track and periodically send electronic follow up letters to your prospects. For more information visit our website at www.privateclubcommander.com.


4. Send an Invitation and Plan a Time to Call the Invitee!

When you receive a referral from a current member, send a written invitation to visit the club and learn more about membership to the person referred. Include the referring member's name and include an offer for a Discovery Day visit to the Club.

Follow up with a phone call to the person referred with the goal of closing the invitee on visiting the Club for a round of golf, tennis, lunch, or whatever makes the most sense given the invitee's interests. Keep the referring member apprised of the status of his invitee at each step of the process.


5. Recognize and Reward

Provide a clubby incentive to members of the club whose referrals become club members. Don't use cash or bounties such as free dues or F&B credits. Use something that is unique to your Club, which builds Club pride and is only available to sponsoring members.

Some of the best examples I have seen include a Club golf flag autographed by course designer, Gary Player, that is matted and framed, a lithograph of the Club's signature hole autographed by course designer, Arnold Palmer, and a Club blazer with a Club crest. 

List or better yet, put pictures of all new members and their sponsors in the Club's newsletter as well as on display in a prominent area of the Club's lobby. 

Have a new member reception once each month or two months based on the frequency of new member enrollment and invite their sponsors as well. Make it a high end complimentary cocktail party to encourage mingling and meeting. 

The reception should be hosted by the Board or Membership Committee and attended by all key department managers and the General Manager. This is an important step in getting new members integrated into club life and helping them connect with other members.


6. Have Invitation Requests Cards Available

Invitation Request Cards provide a means for a member to quickly and easily refer a friend for membership. Make sure that they are in highly trafficked areas of the Club and are easily visible and accessible. Keeping the need forefront in the mind of your members is important. Areas such as the golf pro shop, dining room entrance, bar, and locker room sitting areas should be utilized.

The Invitation Request Cards should capture the member's name, phone number, name of invitee, address, phone number, and e-mail address if possible.


7. Use Guest Registration

This is a must! In a Club I recently worked with in Florida, golf guest registration was the #1 source of new members for the Club. This not only protects the integrity of the Club's guest policy, it also provides you the name, address, e-mail address, and interest the person may have in membership or other Club services. Get this in place as soon as you can!


8. New members

This group is your best source of leads as they haven't fully matriculated into the club yet and still have friends on the ‘outside' whom they would like to include. Let them know that referrals are an expectation of membership during orientation so it doesn't come as a big surprise. Plan to follow up with every new member after 30 days to ask for a referral.

These people are the most excited about the club having just joined and would like nothing more than to have their decision to join validated by one of their non-member friends doing the same thing.


9. Other Sources

A Membership Committee can be a great source of leads. The committee should be composed of people who are active in the community in their jobs or social life. The best people are usually sales oriented or very high profile people in the community from whom an invitation to do anything is regarded highly.

And don't overlook your suppliers. These people service your club on a regular basis whether it is the guy who delivers the beer, sells you liquor and wine, or cleans the carpet. They know all sorts of people and could be a great source of leads.  This is the power of ‘who do you know who” that might be interested in membership at the club. Show them your appreciation for referrals by allowing them to play at off peak times when the course is slow.

Also, your employees are a great source of referrals if trained to listen and gather information from Members about who they wish to invite to membership. 

Like anything else worthwhile, a continual flow of member referrals won't happen by accident.  It takes time, goal setting, tracking, and follow up. But, it will put your Club way ahead of the competition and make a marked difference in your membership enrollment results.

For Legendary Golf Management,

Bob Devitz
President and CEO
Legendary Golf Management
www.legendarygolfmanagement.com
727-424-2434

PS: For information on how to close all of your leads, click here to download our Free Manual on How to Close More Membership Sales, $199 value.

PPS: For a one hour complimentary Club consultation (normally a $500 value) about your Club specific problems, call me at 727-424-2434. Available to only the first two Clubs who contact me.  

PPPS:  Need more great ideas for your Club? Andrew Wood has just finished his new book called The Complete A-Z Guide to Membership Marketing. It contains the very latest, cutting edge strategies on how to market memberships in today's market! Call us to get information on ordering a copy for your Club at 800-437-4479.

About Us

Bob Devitz is the CEO and President of Legendary Golf Management and is an expert in the operations and marketing of Club and Golf Courses. Bob has over 25 years of experience in the industry, primarily in senior management roles with ClubCorp, an industry leading “for profit” company. Bob has an MBA from The Florida State University, a BSBA with a specialization in marketing from The University of Florida, and is a member of the PGA of America. Having worked with hundreds of Private Clubs during his career, Bob brings a results driven, business approach to the Hospitality Industry.

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