Despite a downturn in onsite visits, interest in the private club life remained high in 2020, and golf communities that invested in digital marketing...
Growing up in the hospitality industry, Michael Padden, the founder of Three Oaks, recognized a crucial need in the private club sector and set out to address it with a distinctive staffing solution. Three Oaks offers a range of services, including market research, marketing support, and an exceptional service called Membership Director Placement. By hiring, training, and staffing Membership Directors, Three Oaks ensures private clubs can effectively handle sales and attract new members.
In a recent conversation with Michael, we delved into the significance of sales and marketing strategies in the private club industry, especially in the face of ongoing economic uncertainties.
The Importance of Sales and Marketing Strategies
Despite some clubs experiencing a boom during and after the pandemic, economic uncertainties persist, making a well-defined plan to attract new members crucial. Michael emphasizes that clubs without a solid sales and marketing strategy face a downward spiral, leading to a lack of membership growth and potential increases in dues for existing members. To maintain control of prospect information, having the right tools and systems, such as a robust CRM, is equally critical.
Customized Approaches for Success
As with any sales and marketing strategy, a one-size-fits-all approach is ineffective. Michael highlights how clubs must adapt to market demand and adopt a proactive stance. For example, some clubs may prefer a more selective approach with referral programs, while others seeking aggressive growth invest significantly in their marketing efforts. Regardless of the approach, having a sales and marketing strategy is vital to stay relevant and competitive.
Inspired Sales Training
Three Oaks' sales training draws inspiration from James Lavenson, the GM of New York’s Plaza Hotel and author of “Everybody Sells: Let’s Think Strawberries.” Lavenson transformed the perception of "selling" by emphasizing that it is the responsibility of the entire organization, not just one person or department.
Michael integrates this philosophy into his coaching sessions, encouraging his clients to adopt the same principles. Every staff member, from golf course attendants to front desk personnel, plays a role in making a positive impact on guests.
Selecting the Right Membership Directors
Michael is passionate about hiring Membership Directors with strong sales skills. He seeks individuals with energy, enthusiasm, and a self-starter attitude since most of these hires work on-location in clubs across the country. These self-motivated individuals have played a key role in Three Oaks' impressive results, with Membership Directors closing over $77 million in dues, $15 million in initiation fees, and maintaining an average client retention of 7 years.
Three Oaks is reshaping the private club industry through its innovative staffing solutions and commitment to effective sales and marketing strategies. Michael Padden's dedication to excellence, combined with his team's remarkable results, makes Three Oaks a go-to resource for private clubs seeking to thrive in an ever-changing market. If you wish to connect with Michael, feel free to reach out to him.
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