Is Your Sales Process Up to Par?: Insights from Secret Shopping 100 Private Clubs
A thorough sales process is a crucial factor in having a strong membership base for country clubs. To gain a deeper understanding of this process, we conducted an extensive analysis of 100 private clubs across the United States. Through secret shopping, we aimed to evaluate how these clubs respond to membership inquiries, focusing on response time, method of response, and the overall inquiry process. In this article, we will share the intriguing results of our research.
Research Methodology
We randomly contacted 100 private clubs across the nation to assess their response time, method of response, and the overall membership inquiry process. Our inquiries were submitted online, and the findings detailed below represent the outcomes of our secret shopping exercise.
Response Time and Method of Response
Surprisingly, we found that 26% of the clubs did not respond to our inquiries at all. Email was the preferred method of response for the majority, with 95% of clubs opting to communicate through email rather than phone calls. Only 5% of clubs chose to engage with us over the phone.
Response Time Breakdown
Out of the 100 private clubs, 43% managed to reach out within 2 hours of our initial inquiry, indicating a prompt response. Approximately 12% of clubs took between 2 to 6 hours to respond, showing slight delays. Around 23% of clubs had response times ranging from 6 to 24 hours, indicating moderate delays. 9.5% of clubs took between 1 to 3 days to respond after the initial inquiry, reflecting significant delays. Alarmingly, 12.2% of clubs responded after more than 3 days, which can be considered substantial delays.
Follow-up and Sales Approach
A mere 8.1% of clubs made an effort to follow up with us after the initial contact, suggesting a missed opportunity for further engagement. It is worth noting that 85% of clubs provided pricing information along with their initial response. However, disclosing pricing without fact finding, building rapport, and taking prospects through a thorough sales process will not yield maximum results. On a more positive note, 54% of clubs expressed interest in showing us around their facilities, indicating a proactive approach to showcasing their amenities. Additionally, 14.9% of clubs informed us that they were operating with a waitlist, confirming the demand for membership still remains strong for some clubs.
Conclusion
Our secret shopping exercise provided valuable insights into the sales processes employed by 100 private clubs across the country. While email communication was the preferred method, a significant number of clubs failed to respond to our inquiries altogether. The delayed response times and lack of follow-up indicate areas that require improvement to provide a satisfactory membership inquiry experience. In our upcoming blog posts, we will delve deeper into effective strategies for enhancing the membership sales process. Stay tuned for more insights and recommendations on how private clubs can optimize their sales techniques and ensure their club is set up for long term success.
Note: The statistics provided in this article are based on the results obtained from the secret shopping of 100 private clubs.
If you are interested in your club’s results or would like a risk-free analysis of your club’s sales process contact the membership sales experts at Capstone Hospitality today!
