Database, Customer Service are Important Promotional Tools

There are two distinct aspects in the professional life of Ginny Golding, but they blend together nicely to construct a solid client base for all of her efforts.

Perhaps, it stems from being an elementary school teacher before joining the Canadian PGA in 1985, but Golding, an independent who works out of Vancouver’s University Golf Club, is a hardcore teacher of the game.

“I go in and get a bag of tees as often as I need them and that’s it. I’m not into the sales part of stuff. I’m happy out in the trenches — quite simply, it’s observing and being a part of others growth in the game,” said Golding, recalling a perfect example of what’s she’s saying, a woman in her mid-60s.

“She’s just decided in the last couple of years that she really wants to take her game to the next level and she took lots of lessons and worked hard in practice,” said Golding, who was joined by the lady on a recent group trip to South Africa and the island nation of Mauritius.

It was in South Africa that her student became nervous about using a caddie for the first time, but began to enjoy the experience as the round wore on. “At the end of the game, I pulled her aside and I said, ‘So, what did you think about that?’” said Golding.

“She said, `Ginny, I can’t believe I’ve just had an epiphany. I now believe I’m a golfer. I now accept and I’m proud to say that I identify myself as a golfer.’

“I said, `Wow!’ You just don’t think that that’s not there,” added Golding. “I love it when people move through the personal blocks. There’s something for everybody to learn something about themselves in the game.”

Golding’s story about her student illustrates another important aspect of Golding’s professional life – Golfbug Adventures. Not only has she been to South Africa and Mauritius in the past year-and-a-half, she has also led tours to Australia and Fiji, with another planned for New Zealand in February.

Those trips usually start with an evening in which a slideshow is given, the travel agent goes over the intinerary and wine and cheese is served.

Prior to the South Africa trip, wine from the country was served and a set of Jazz Golf clubs, through Golding’s association with that company and former LPGA Tour standout Sandra Post who lends her name to the Jazz women’s line, was raffled off to those who signed up for the trip.

According to Golding, at least 20 per cent of the people who will travel to New Zealand in February have traveled with her before.

“They come away a tight-knit group. They’ve all made new friendships. They’ve shared some wonderful experiences. They come back and they have new more golfing buddies,” said Golding. “My relationship with them is stronger and they are the ones who sell the next tour for me.”

Word of mouth not only works for the travel side of her career, but also the teaching side as Golding is offering instruction throughout the two or three weeks that she is with her traveling companions. Whether it’s travel or teaching, Golding isn’t breaking the bank to advertise her endeavours.

“I have this e-mail base of fewer than 1,000 current e-mails. Basically, when I want to promote anything, I just send an e-mail to the group and I invite them to consider going on a trip or looking at my Christmas lessons programs or whatever I’m promoting,” she said.

“I invite them to pass that message on to their favourite foursome or their golfing friends and family. It just kind of percolates and snowballs from there,” said Golding, adding that customer service and a solid database should never be underestimated in promotional efforts.

“I took a small business class years ago and I remember one thing from it and the guy said develop a customer base and, rather than trying to build your base all the time, find various ways to tap the same base,” she said, adding that repeat business is just as important as new business.

“(Some golf teachers) want that person who signs up for five lessons to get in, take those five lessons and get out of Dodge, so they can get more people in. My philosophy is I want that person to just keep repeating their lessons, I don’t want anybody to move on,” she said.

For more information on Golding, see the website, www.ginnygolding.com.

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