Delivering “Big Buzz”---(Cheap!)

“They thank you…

…for the machinery…

…But remember you…

…. for the poetry!!!”

Gregg Patterson

President

“Tribal Magic”

gjpair@aol.com

“Your Club” Needs---The Buzz!

• Your club is struggling---the big bucks aren’t rolling in.

• There ain’t no BUZZ.

• You hired me to deliver BIG BUZZ and make Big Bucks.

• You’ve got no money.

• What will I do to make success happen---cheaply???

The “Deliverables” Contract!

• The “We’ll Delivers” will be identified.

• You’ll pay me a LOW salary.

• You’ll bonus me for new members, retention, a

percentage of gross and a percentage of bottom

line profits.

We’ll Deliver---Leadership!!!• The Why.

• The Template.

• The Audit of Here.

• The identification of There.

• The selection of the Right People.

• The creation of The Checklist.

• The BUZZ!!!

We’ll Deliver---A Philosophy of Club

The mission of club---to create relationships and

community by efficiently delivering goods,

services, programs, facilities and people to create

relationships and community.

They come for the golf---but stay for the people!!!

We’ll Deliver---“Big V”!!!

The Experience Economy---

where “experience”

matters more than stuff

and you’ll pay more to get

The Experience!

V = E-C

We’ll Deliver---A “People” Focus!

• 25% machinery.

• 75% poetry.

• Focusing on---Social KPIs!!!

We’ll Deliver---A Philosophy of Course

• The Course is---An Activity Center.

• Golf is just one of the activities.

• Think Free---Think Gray!!!!!!!!

We’ll Deliver---The “Three P” Audit

• People---who’s right and who’s wrong.

• Place--- “the stuff” needed to deliver.

• Process---how things are done..

We’ll Deliver--- “Certified Staff” First

• Certified Supervisors.

• Certified mentors.

• Certified Eye Openers.

• Certified TASS masters.

We’ll Deliver---Team “Big Happy”

• Happy Manager, Supervisors, Staff.

• Create The “Old Team New”---The H.R. Cycle.

• E&E Boot Camp for everyone.

We’ll Deliver---Social KPIs

KPIs---Key Performance Indicators.

Social KPIs---The type and number of direct and indirect

people-to-people club encounters that lead to the creation

of relationships and community.

We’ll be mapping---“opportunity” and “delivery.”

We’ll Deliver---New Ideas!!!

• The All-Staff “RTE Mindset”!

• From Thin Soup to THICK STEW!!!

• The Process---will be followed.

• “The foundation of success is a catalog of failures.”

We’ll Deliver---Big Journey

• We’ll Map The “Encounter” Journey.

• From Home to Club to Home.

• Memorable moments during each encounter.

We’ll Deliver---The Newbie Embrace!

• No Buyer’s Remorse---NBR!!!

• The “right after you buy” package!

• Onboarding / orientation program.

We’ll Deliver---The Market of ONE

• We’ll know them---name, face, factoids.

• Know expectations.

• MIS system---digital or analog.

We’ll Deliver---The Service “Es”

• Ground Zero Must-Do Basics E’s:

– Expectations.

– Effective.

– Efficient.

• Value Added “Memorable” E’s:

– Engaging.

– Enlarging.

– Enriching.

We’ll Deliver---Big Touch

• Every ING moment is a touch opportunity.

• The ultimate touch is a six touch experience.

• Eye Touch.

• Verbal Touch.

• Ear Touch.

• “Touch” Touch.

• Intermediary Touch.

• Written Touch.

• Brain Touch.

We’ll Deliver…G.E.G.

• Greet.

• Engage.

• Good-bye.

We’ll Deliver---“Big Bump”

• Bump into others location.

• Bump into others mindset.

• Bump and “Reach”.

We’ll Deliver---FUN!!!

• Because--------LAUGHTER connects people!!!

• RELEASE the “Dancing Monkey”!!!!

• Have Fun---Be FUNNY.

• Fun Course---used as an entertainment center.

• Create----Upside Surprises with WOW!!!

We’ll Deliver---Kodak Moments

• Places.

• Events.

• Symbols.

• Type One K-Factor---You take and send.

• Type Two K-Factor---They take and forward.

We’ll Deliver---Life Moments

• Births.

• Deaths.

• Weddings.

• Graduations.

• Holidays.

• First time on the course.

• First year of membership.

• Tenth year of membership.

We’ll Deliver---Tribal Bonding

• Micro Bonding---Connecting with your

“segment”.

• Macro Bonding---Connecting with The

Club.

We’ll Deliver---Words to Live By

• The clever sayings---that EVERYONE will know.

• “We’re in the Happiness Business.”

• “We create relationships and Community.

• “You’ll never be alone again.”

• “You’re a BIG deal---every day.”

We’ll Deliver--- “Big Fish” Thinking

• Powerfully positive!

• Preaching and teaching “wonderful” to the members.

• What a great place this is……

We’ll Deliver---Walk and Talk

• Impromptu---Connecting and reflecting.

• Creating---relationships with staff,

members and guests.

We’ll Deliver---Omni-Present

• Lobby duty.

• Facilitating.

• Key places at Key Moments.

We’ll Deliver---Communications

• Social media.

• Emphasize home-grown videos.

• Eye-to-Eye opportunities.

We’ll Deliver---Intermediaries

• Connecting members to members, staff to members.

• Networking opportunities.

• Pros who “Do Intermediary.”

• Bartenders who “Do Intermediary.”

• Supervisors who “Do Intermediary.”

We’ll Deliver---Loyalty “Spiffs”

• Rewarding with---Discounts.

• Rewarding with---Special parking.

• Rewarding with---Priority T-Times.

We’ll Deliver---Committee Love

• RTEing---Round Table Experiencing.

• Engagement.

• Idea generator.

• Missionaries.

We’ll Deliver---The Message

• Videos.

• Meet and Greet.

• Personal communication.

We’ll Deliver---Social KPIs

• Number of Staff and Member laughs per hour.

• Number of member-member hugs, hand shakes and fist bumps.

• Number of staff-staff hugs, hand shakes and fist bumps.

• Number of member-staff hugs, hand shakes and fist bumps.

• Number of notes written to members by management.

• Number of notes written to staff by management.

We’ll Deliver---Social KPIs

• Number of greetings and goodbyes.

• Number of times the G.M. greets members in the lobby.

• Number of Golf Pro / Member encounters.

• Number of front office / manager office visits by children.

• Number of impromptu member-manager conversations.

• Number of impromptu member visits to G.M.’s office.

We’ll Deliver---Social KPIs

• Number of team building social experiences with the staff.

• Number of member social and athletic events.

• Number of annual recurring “all club” events.

• Number of new member orientations by the G.M.

• Number of new staff orientations by the G.M.

• Number of members on committees.

We’ll Deliver---Social KPIs

• Number of members on the wait list for service on committees.

• Number of member visits per month.

• Number of minutes members “linger” after golfing.

• Number of years members stay.

• Number of years staff stay.

Delivering Big BUZZ!!!

• A fish rots from the head

down…

• V = E – C

• Social KPIs drive

Financial KPIs.

• Sell The Poetry!!!

• Let the adventure

begin……..

And If There’s Time….

Going DEEP Into A KPI “Biggie”…

Big TOUCH!!!

Needing “Touch”

• People experiences deliver Memorable.

• ENGAGEMENT underpins the people

experience.

• Engagement requires---The Touch.

• Touch delivers---The Poetry.

Ponder Time

Identify FIVE “touch opportunities”.

Identify three possible “touch experiences”

within each of those touch opportunities.

Teaching Touch Anecdotally

Stories that are:

• Current.

• Personal.

• Local.

The Eye Touch

The

Miss Thao,

Mr. Ahn and

Miss Nhi

“Eye Touch”

The Verbal Touch

The Miss Daisy

“Verbal Touch”

The Ear Touch

The Miss Daisy

“Ear Touch”

The “Touch” Touch

The Miss Love

“Touch” Touch

The Written Touch

The Mr. Frank

“Written Touch”

The Intermediate Touch

The Mr. Mike

and

The BRG

“intermediate

Touch”

The Ultimate Touch---The Brain Touch

The Miss Daisy

“Brain Touch”

Basic “Must Do” Touches

• Eye contact.

• Smile.

• Hello.

• Talk.

• Good bye.

Mapping Touch Opportunities

• Map---The Member / Guest Journey.

• Identify---Touch-ING opportunities.

• Identify---The Touch Tactics for each

opportunity.

Touchers---BEWARE!!!

Not every touch is a good touch.

– Some people are Touch

Adverse.

– Some people are Touch

Deficient and have low

touch chemistry.

– Not every situation is

Touch Appropriate.

– Great Touchers read the

Level One Memorable KPIs

• Expectations--- “Stuff”

expected is known.

• Effective--- “Stuff” is

delivered.

• Efficient--- “Stuff” is

delivered quickly.

Level Two Memorable KPIs

• Given---Eye contact and

The SMILE.

• Welcomed with---the Big

HELLO.

• Spoken to---about

anything.

• Good-bye’ed---when

exiting.

Level Three Memorable KPIs

• Engaged---

substantive

conversation.

• Requiring---

Facilitation.

Level Four Memorable KPIs

• Being

“enlarged”.

• Needing---

Certified

“Eye

Openers”.

Level Five Memorable KPIs

Miss Peanut!!!

• Being

“enriched”.

• Needing---

Certified

T.A.S.S.

masters.

Selling The Poetry--Loyalty Cement

• Social KPIs drive relationships.

• Relationships drive loyalty.

• Principles of loyalty:

• Do they know me?

• Do they know my expectations?

• Do they make my life easier?

• Do they make my life better?

We’ll Deliver---Cost Effective

• Focusing on------low cost high impact Social

KPIs

We’ll Deliver---The Cultural “360”

• Who are you as a club---as Your Club sees itself.

• Measuring Hardware and Software.

• Surveyed anonymously as SEPARATE groups---staff,

members, guests, board, committees.

• And I’ll adjust my ‘leadership style’ accordingly.

We’ll Deliver---Self Awareness

• My mirror has been broken---coach,

Lumina, introspection and reflection.

• I know how to adjust to “the leadership

situation” that’s needed.

• I survived lots of different

We’ll Identify and Clarify--- “There”

• Clearly tell staff and members and guests

“where we’re going” as we evolve the

culture.

We’ll Deliver---Staff “Engagement”

• Staff will be surveyed about engagement.

• Will help direct my engagement efforts.

• Will stimulate discussion and the

reflective opportunity.

We’ll Deliver---The Words

• Preacher of The Message.

• Staff, Members and Guests “know the

phrases.” (Happiness Business, etc.)

We’ll Deliver--- Big Pie “Leadership”

• The Why.

• The Template.

• The Who.

• The How.

• The Lubricants.

We’ll Deliver---The Bridge

• Staff are The Bridge.

• Knowing members.

• Reaching out to members.

Did You Get---The Conference BUZZ???

• Curiosity---Stimulated???

• Network---Created???

• Education---Experienced???

• Questions---Explored???

• Your “Why”---Affirmed???

• Your BUZZ---Amplified???

Vision without ACTION

is a daydream!!!