Leo Rooney is the Director of Performance at Urban Golf Performance in Los Angeles, Santa Monica and Costa Mesa, California.
When seeking growth in your customer base, it is important to create relationships and increase engagement with potential new clients, as well as with sources of new business. I have found the following three distinct methods to be highly effective.
The first includes the use of social media. Many golf and fitness professionals post videos and tips to educate those following their feed. I am a big proponent of giving away your most valuable information for free. People are afraid to give away their “secrets” — but that is an illusion. It is that valuable content and information that creates interest, and positions you as an expert in your field. There are few innovative advances as beneficial to those seeking to get their message out as social media — it is literally free advertising to an unlimited number of potential new clients.
Another method of increasing my customer base is to foster connections within the industry, specifically with local golf and fitness professionals. By befriending fellow professionals in your area through lunch appointments, rounds of golf or a simple cup of coffee, you are able to sell yourself, your skills and your business. As these individuals have students whose needs are beyond the realm of their services, they will be looking for reliable collaboration nearby, for the betterment of their students, as well as their very own reputation. You cannot overestimate the benefits that a trustworthy network of fellow professionals can provide your business.
Finally, if you want to build your customer base, go above and beyond for the students you already serve. Overindulge them in your expertise. Engage them beyond their expectations. Follow up between sessions to see how their body is feeling and their golf game is doing. Providing such an exemplary level of service, that they frankly won’t expect, will drive them to refer their friends, family and colleagues to you and your facility.
By giving away your knowledge online, picking up a lunch tab or two or going all-in with every student you have, you will build a reputation that grows your client roster year after year. You won’t need to spend money on advertising and will have potential new clients actually contacting you, as you watch your business grow. As we look to open a fourth location of Urban Golf Performance, this formula has surely worked for us.