Let me show you one simple way that you can absolutely transform your teaching business.
If you’re willing to just take a different look at what you’re actually selling, I can guarantee you increased revenue and better results for your students.
You see, the fact is, most professionals who come and work with me are fantastic at teaching the swing, the short game, the mental approach, but the thing is to be great in business, you’ve got to be good at business, sales, leadership, building a culture.
What I want to do in the next ninety seconds is show you one simple tip that can transform how people start to understand what you actually sell. You see, it’s very simple. Most golf professionals believe that they sell lessons.
The problem with that is, people do not buy features. People buy benefits.
Let me just explain to you in this very simple story of how powerful it is that you start to understand what you’re actually selling and how that will impact the buyer.
There I was, standing at Ace Hardware, purchasing some stuff for my sprinklers last week. The Boy Scouts were outside selling Boy Scout’s popcorn. First and foremost, you’re behind the 8 ball boys, because it ain’t Girl Scout cookies. They already have an inferior product.
The first person walked through the door and the young boy said, “Sir, would you like to buy some popcorn?” He just straight turned to him and said, “No son, I’m okay,” and walked into the store.
The second guy literally a couple seconds later, “No son, I don’t like popcorn.” At that moment, I realized an intervention of sales training needed to happen. Luckily, it did. One of the parents came up and said, “Boys, you are not selling popcorn today. You’re giving people the opportunity to invest in you by donating to the Boy Scouts.”
He shifted their focus from popcorn to investing in young boys and developing their skills through the Boy Scouts. The next person literally fifteen seconds later, “Excuse me, sir? Would you like to donate to the Boy Scouts?” You could see the guy think, “I really didn’t want this guy to ask me this. I don’t want popcorn.” He turned to him and said, “Of course I will, son.” 10 dollars for a bag of popcorn.
It wasn’t 10 dollars for a bag of popcorn. He was investing in that young man’s life. The next lady that walked up, she definitely didn’t eat popcorn, and it was caramel popcorn and she said, “Of course I will son, grab me on the way out.”
The next gentleman came up as he walked out of the store and said, “Boys, I don’t eat popcorn, but can I donate $10 to you guys?” I went out and talked to the boys and I said, “Do you think anyone’s ever walked into a Safeway and asked, ‘Can I donate money to you for food that I am not going to take?’
No. Because boys, you’re not selling popcorn. You’re giving people the opportunity to invest in you by donating to the Boy Scouts.”
You see, just that simple shift and understanding that each person now had to think about what were they offering this young man? An opportunity, an investment. What does that make you feel like when you do that? It makes you feel good. It’s not about buying the popcorn. It’s about investing in those young boys.
My challenge to you this week is to start to understand are you selling lessons? Or are you starting to listen to your customer and realize most likely, most of them are frustrated, they’re confused, and they’re probably lost.
They’re looking for a coach, someone to guide them to the success they know they can achieve, which leads the frustration they’re experiencing. If you start to change your message to the benefits you’ll bring to their golf game and the enjoyment of golf, I can guarantee you it’ll transform your sales process.
If you want to know more of these tips, I hope you will join me for our webinar that’s upcoming.
Get signed up below where we’re going to talk about multiple things that you have to learn in business to develop to become the great coach and great entrepreneur you want to be.