Freelance Golf Professionals Need To Market Their Services
A golf professional can be called to perform a wide range of tasks in his position at a large complex, or even more so at a smaller, more private course. Having varied duties suits many people just fine, as the job never becomes boring and there’s always something going on. One moment could be working on a human resources issue, followed by an hour or so in the pro shop, after which could be some time out on the green coaching. But many golf professionals turn to freelance work, rather than work on a golf complex payroll, and while both methods of earning a living can be fine, freelancing your skills is where your interpersonal abilities, business smarts and marketing talents will come into play.
Most likely, you’ll be letting word out that you’re available for lessons and coaching, or that you’ll provide private training. Freelancing means you can be self-employed and offer the services to individuals who and when you want to. You set your hours, set your rates and choose your clients. But you do need clients, and you do need enough of them to provide a steady income. Marketing skills will help you draw in people that are interested in learning golf or have expressed enough curiosity that you might be able to get them hooked after a lesson or two. Freelancing means that, to start, you’ll have to work to ensure your own income by finding new venues and clients for selling your skills.
Baby boomers are a great place to start. The group of individuals is usually affluent and has time on their hands to try something new, combined with the search for hobbies and pastimes to let them escape from their years of hard work. Baby boomers are also easy to reach, as they tend to be tempted by new challenges and something that looks relaxing and fun. Senior citizens are another good group for the golf professional to target, as the need to stay in shape and get outdoors is important to them. They can also be reached through the fact that golf is a low-impact sport that doesn’t depend on physical strength as much as others do and the game provides them with healthy exercise such as walking.
Generation X poses challenges for the golf professional. Xers tend to be swayed by fashion and trends, as well as being technological junkies. Golf can provide both those alluring temptations to Generation X individuals, with specialized clothing and footwear, as well as continually developing equipment, but Xers are market savvy and they drive a hard bargain, looking for top quality at a value price level. They are also wise on hype, scorning hidden ploys and prefer bluntness at all times, which makes it difficult to put together a marketing strategy. They are, however, the new wave of golfers and the golf professional needs to understand this generation’s thinking process and habits to draw them in to the golfing industry. Knowing how Xers think and what they respond to is imperative to having them join the golf professional’s client base.
An excellent report written by Marcus Whelan titled &’Marketing Golf to Generation X&’ provides an in-depth look at the particular marketing strategies to avoid or strive for with younger client bases than Baby Boomers and senior citizens. This report is an invaluable tool for the freelance golf professional and the information details many ways to approach not only Xers, but other groups of individuals as well. However, any golf professional that is serious about their career should take the time to read the report and gain insight on the very clientele they depend on to further their career.
