In any business, managing resources well is key and, often, in difficult times investing in something “intangible” like sales and marketing takes a back seat to more operational areas.
It is true that we must do everything possible so that customers find our golf course in the best condition, but let’s not forget that we need those customers to arrive.
To do that, we have to focus (now more than ever) on a sales and marketing strategy consistent with our needs and resources. When things are not going well at our business, we have to work harder to keep up with our competitors. And when it is the sector that is struggling, we do it to be first and win the best customers.
Don’t think about the resources you lack today; think about the customers you won’t have tomorrow if you do nothing now. If you never stop investing in water or fertiliser for the course, don’t stop investing in your sales strategy either.
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