Friday, October 16, 2009

Top 5 Easiest Clients to Attain...#1 Golfers

Wow...finally the number one easiest type of client to attain. Golfers. More specifically...wealthy, baby boomer golfers. I finally realized this group was the easiest about a year ago. The reason for that is I train at a golf club and work with 75% golfers. There are 3 common traits I see in golfers:

1.) They are old.

2.) They are wealthy.

3.) They want to get better at playing golf so their egos remain intact.

Most golfers have been playing for years. I mean the ones that really know the game...
But most have not been training for the game as long. You see, I would say right around the time Tiger Woods began gaining popularity (10 years ago), the sport of golf began to be looked at as...well...a sport. Prior to Woods, golf was revered mostly as a recreational social activity. Men and women would gather on an afternoon and play 18 holes without a worry and burn 3-4 hours of their day on the green. Most club outings center around business meetings, client acquisitions, and leisure. When Woods came onto the scene, all that changed. Woods was an athlete and trained like one. Until Woods, training for golf meant swinging the club a few times before your shot. Now, serious golfers follow a strict regimen of training associated with the amount tournaments that enter.

When spectators noticed that Woods was winning...and winning frequently, consumerism blossomed. Not many people connected Wood's training to his winning. They only connected his arsenal of products he was using. Club manufactures, ball manufacturers, shoe manufacturers, and apparel companies boasted the newest, most advanced products to take a golfer's game to the next level.

You see, it is very easy for a wealthy golfer to drop $700 on a new titanium golf club with advanced shaft technology that promises to send the ball an additional 80 yards; and it is easy for a wealthy golfer to drop $200 on set of golf balls that will soar through the sky after a hard drive and land EXACTLY where you want it. Dropping the money on these products is easy. Old, wealthy golfers are easily manipulated by marketing. If it promises a lower handicap and better drive, they WANT it.

What about training you say? Hosh-gosh...they want no part of it. That's work. They don't need to work and they don't want to. However, no piece of equipment is useful without the hand (and body) that yields it. Soon, enough golf training began to catch on.

But what if I can promise you that a few "balance" exercises can help your swing? Don't believe it? Years ago, the amount of toys that came out of the training catalogs that focused on a "golfer's balance" was astonishing. Suddenly, golfers were standing on BOSUs, half foam rollers, rocker boards, balance boards, and dyna disks.

Today, I meet with golfers that share a common story. They share with me their prior training experience with trainers that involved tons of "balance exercises". To contrast their training, I will have them demonstrate such balance exercises. Guess what I see? I see a sedentary (not always overweight) 64 year old, try to balance on a 3 foot, 1/2 half foam roller as he swings a club slowly. This is the conversation that ensues:

Golfer: "See John, my balance has improved since I worked with the other trainer in Florida. I can really feel that I have control of my golf swing".

John: "So you are telling me that you balance pretty well as you swing your club on that long foam roller?"

Golfer: "Sure".

John: "Tell me, do you swing your club that slow on the green?"

Golfer: "No".

John: "Well then, how about you swing it like you normally would as you stand on that thing?"

Swings faster. Guess what happens? Falls off foam roller.

John: "What happened to that balance?"

Golfer: "Not sure".

John: "Your trainer in Florida didn't tell you or probably doesn't know, that standing on that thing and swinging your club slowly, doesn't transfer to the green. This exercise absolutely does not resemble the real-world game situations that you will face and I guarantee you will not hit the ball any better than you already have. All's you will show for it, is that you will get better at standing on a foam roller and maintaining your balance on it as your swing the club slowly."

Golfer:" So what do I do to get better?"

Ca-ching....

Do you see the direction this conversation will lead to a sale? If you can "un-learn" the present golfer that believes in gadgets, gimmicks, and fad training styles--and teach them the correct fundamentals to improving their golf game, the client is yours. I demonstrate many exercises and drills that will improve a golfer's posture, strength, and coordination here.

Now go get 'em!

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