Melissa Williams is the PGA Head Professional at Tara Golf and Country Club in Bradenton, Florida.
Melissa Williams on the importance of walking the range:
Recently I’ve added walking the range to my daily routine. Once or twice per day I walk the range and engage our membership. If I see any golfers struggling I try to steer them in the right direction with a tip or two. Adding this to my daily routine only takes 20 minutes but has a significant impact on member satisfaction and general club atmosphere. Even when I’m not helping anyone with their golf game, the conversations are fun and help strengthen the bond between the members and myself. Additionally, it helps members recognize that the staff is not just here to stand behind the counter and to do paperwork, but can provide added value to their daily lives.
Melissa Williams on the business impact of walking the range:
The intention of adding this to my daily routine was not necessarily to increase sales. However, through engaging with members and offering free tips, I’ve been able to acquire more lesson bookings, thus adding to my teaching revenue. By offering free value upfront, I’ve created a situation where the member is more willing to reciprocate by taking a full lesson, or series of lessons. As in many aspects of life, it’s the little things that make a big difference.
