my59 logoMystery Shopper Audits

Unlimited access to 59club’s on-line reporting and benchmarking tools: arrange your own mystery test team to analyse any particular staff members and key elements of your business at a time chosen by you within the following departments:

  • Membership Sales

    Includes a new member recorded enquiry call, sales appointment and follow up communication. Highlights staff's understanding of the process to extract key personal information from a prospective member in order to deliver a tailored promotion of your member services, facilities and key Unique Selling Points (USP’S), ultimately designed to inspire the prospect to want to join your club.

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    The feedback for both the recorded enquiry call and live visit appointment will highlight areas of staff and procedural strengths and weaknesses within your ‘potential new member’ enquiry procedures.

    Analysis will identify staff understanding of the process to extract key personal information from a prospective member in order to deliver a ‘tailored promotion’ of your member services, facilities and – Unique Selling Points (USP’s), ultimately devised to inspire the prospective member to want to join.

    The sales protocol that the criteria itself sets out will provide you and your staff with the best training and management tool to increase membership sales at your club. The system enables you to monitor staff performance as often as you like with the ability to make comparisons to the industry, your chosen competitors and the leading performing clubs.

    Recorded enquiry call from a prospective member measures:

    • The staff’s ability to build a rapport with the prospect by identifying their previous experience
    • The quality of the ‘needs analysis’ designed to establish the main membership requirements, motives for wanting to become a club member and why specifically the interest in your club
    • The level of promotion that takes place to sell the club’s main services, facilities and USP’s in relation to the prospects needs
    • Measures the manner in which the staff sell the idea of a show round appointment, and their ability to successfully book and confirm this during the initial enquiry call
    • Assesses the follow up procedures that take place to confirm and waterproof the show round appointment designed to prevent no shows at appointment and maximise all potential sales opportunities

    Live visit to the club by a prospective member – The ‘show round’:

    • Measures procedural strengths and weaknesses
    • Assesses the ability to create a bond with the prospect and ability to recall and confirm their previous experience and membership requirements
    • Analyses the quality of the tour that is delivered; including the golf course, all practice facilities, bar and restaurant, changing facilities, members notice boards and golf professional shop
    • Identifies staff’s ability to promote club services from social events and team golf to member benefits and discounts and relate these specifically to the needs of the prospect
    • Analyses the Show round summary and sales process including the approach to request the sale and the ability to 'overcome potential objections to the sale'

    Follow up procedures:

    • Identifies the follow up procedure to ‘chase the sale’
    • Measures the time frame when a follow up call is / isn’t received
    • Assessed the quality of the call and sales techniques when attempting to chase and convert the sale

    As with all products you can make comparisons to your chosen competitors, the industry average plus the best performing clubs and have the tools to omit any criteria that you feel is not relevant to your club.

  • Golf Visitor Experience

    A recorded tee time booking call plus a detailed analysis of the green-fee visitor experience both on and off the golf course.

    Assess the experience afforded to a visiting golfer through the facilities & services offered incorporating all areas both on and off the course. Brake results down into staff upselling skills; attitude & process enabling you to scrutinise your sales & service etiquette.

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    Based on a golfer’s experience during a green fee visit, focusing on the venue’s ability to create a quality customer experience through their facilities and services offered. The detailed analysis incorporates all areas both on and off the course, from golf course and practice facility presentation to a detailed analysis of the food and beverage experience.

    Analysis Includes:

    • A recorded tee time booking call to the venue
    • Analysis of written tee time confirmation
    • A purchase of merchandise from the golf shop highlighting sales techniques
    • Use of range or practice area and promotion of other golf facilities
    • Entire golf course analysis focusing on presentation, services and facilities on offer
    • Service and standard of pre and post golf food
    • Bespoke comparisons to your chosen competitors, the industry average plus the best performing clubs

    The results can be further broken down into Staff Sales, Attitude & Process along with General Facilities. This enables you to highlight any potential issues within your team and/or their standard procedures, likewise any operational issues you may have within the club promoting the necessary actions.

    As per all 59club products, this facility allows for 'like for like' comparisons to your chosen competitors, the industry average plus the best performing clubs from an up-selling perspective.

    Exclusive Profit Calculator

    Analyse the upselling skills of your staff; an exclusive online calculator is built into the results highlighting additional revenue to be earnt based from all upselling opportunities afforded to front line staff.

    The profit calculator allows you to enter the number of golfers playing in a month, reduce or increase the figure to reflect factors which effect the sale then multiply this number with the cost of the product and the service level delivered. The final £ answer can show you what potential levels of income your venue is missing out on. This “opportunity” is measured throughout the venue at all staff touch points where a sale could happen.

  • Group Golf Day Enquiry Call

    Evaluate how staff handle a recorded phone enquiry for a society or corporate golf day at your club.

    Measure how a society / corporate group golf day enquiry is managed. Feedback includes all aspects of upselling, sales techniques, prospect research and highlights a venues ability to ‘chase and secure’ a booking from a tentative enquiry’.

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    Grade your staff’s ability to manage one of the most profitable customer contact points; a recorded phone enquiry for a society or corporate golf day at your club. The call is recorded to allow for play back, training and in depth analysis to take place. The detailed feedback analysis includes all aspects of up selling, sales techniques, overall research and more importantly, highlights a venue’s ability to ‘chase and secure’ a booking from a tentative enquiry.

    Analysis Includes:

    • Initial connection to the venue and call management through to the desired department
    • Research questions with focus on a venue’s ability to promote and engage with the caller
    • Understanding and creating a golf day to meet the caller’s needs
    • Up sell and promotion of all products and services to increase revenue
    • Call closure and ability to convert the enquiry
    • Follow up procedure and written proposal
    • Bespoke comparisons to your chosen competitors, the industry average plus the best performing clubs

    The feedback analysis provides you with a very detailed independent report, highlighting areas of staff and procedural strengths and weaknesses enabling better monitoring and goal setting, ultimately improving your service levels.

    All 59club products have the ability to make service level performance comparisons against your chosen competitors, other venues in your group, the best performing clubs, and the rest of the industry.

  • Golf Shop Retail Enquiry

    Analyse your staff's attitude, product knowledge and upselling skills during a mystery visit to the golf shop.

    Measure your staff’s ability to approach and engage with a customer on arrival at the shop in an attempt to build a rapport, promote the merits of selected items whilst relating to the customer’s needs, all in an attempt to close the sale and upsell additional items.

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    Analysis includes:

    • General maintenance: presentation of shop & merchandise
    • Staff welcome: attitude and manner
    • Willingness to approach the customer
    • Opening sales conversation
    • Product knowledge including features & benefits
    • Upselling aptitude
    • Ability to close the sale
    • Bespoke comparisons to your chosen competitors

All products allow you to omit questions that you feel do not apply to your individual venues and / or group set. The system also omits the same questions from your comparison statistics including my59 industry, leading venues plus your chosen competitors enabling you to compare your performance against like for like results.