Chris Rowe: Acknowledge the Top 10 Customers

Chris Rowe, a two-time Southern Texas PGA Harvey Penick Teacher of the Year Award winner and the 2013 Section Merchandiser of the Year for Private Facilities, is the PGA Head Professional at Whispering Pines Golf Club in Trinity, Texas.

Throughout the year I keep tally of the total amount of dollars spent in the golf shop per member. As the season concludes, I will send out handwritten thank you letters on club letterhead to the top 10 spenders of the year. The first-place winner will be identified, as I believe it’s important for that member to know they finished first. Included in the thank you note is a 20 percent discount on their next purchase. Not only is it important to thank your membership, but it makes them feel appreciated for spending a fair share in the golf shop.

I prefer to send the thank you letters out via snail mail to their home address rather than email, as the touch is more personal. Over the years, spenders finishing first through fifth have been consistent, and numbers six through 10 change year-to-year. Typically, our No. 1 spender will spend $8,000-$10,000 a season, and our number 10 averages $3,000-$4,000. Over 90 percent of our sales are soft goods, especially logoed merchandise. Most importantly, do not forget to let your best spender know that they won; it will keep them hungry the following season.