Frequently Asked Questions
We try to anticipate questions you
might have about selling and marketing to women golfers
and provide the answers here.
Please submit your
questions; just go to
the FREE HELP LINE tab and ask Nancy a
Is it true that women
are not good golf customers?
No, it's not. What makes a customer "good" is if they return more in revenues than was spent acquiring them. And, what makes a customer "bad" is if they cost more than they bring in revenues. Since in the golf industry generally and at most golf facilities, very little money or effort has been spent in trying to court and keep women golfers, it is really difficult to say generally that women customers are good or bad customers. What I do know is that when a golf course markets smartly to women customers, the number of rounds will rise dramatically and so will revenues. Most golf facilities can undertake a marketing program targeting their women golfers or potential women golfers, and be successful.
How do I know where
my potential women customers are?
Unless you are a destination or travel resort, your customer
base is usually within an hour's drive (some say -- thirty minutes
drive is tops). To reach those customers, rely on local
newspapers for publicity and advertising. Another source is a
marketing partnership with merchants in the area where golfers
might shop. Consider a "Golf 101 for New Women Golfers" at a
local sports store or at a meeting of a local association (such as
women lawyers or real estate agents). Think outside the
box. What if every customer at a busy dry cleaners, had a tag
on her hanger about women's golf clinics at your facility?
And, don't forget that "word of mouth" is the best advertising for
women. Make sure your facility has a women's association or
allies with a national organization such as the EWGA. (see
www.ewga.com) Please use the FREE HELP LINE for your quick questions about
reaching women golfers in your region.
If you are a destination or travel resort, the marketing is
quite different. Please contact me at the FREE HELP LINE tab for more information.
How can I improve
Pro Shop sales?
Why are women's
handicaps so much higher (average is 12 strokes higher) than men's
Here are some answers: (1) The handicap ratings are based
on "bogey" golfers. The female bogey (or better) golfer is a
much smaller percentage of the universe of women golfers, than male
bogey (or better) golfers are of the male golfer universe.
The ratings by female bogey golfers don't refect the average skill
of women golfers. This creates a disconnet between "average"
handicaps and what I call "reality" handicaps. (2) Two turf
conditions are making the courses harder for women. The first
is better irrigation which decreases roll. Since most women
hit the ball shorter than men, they are penalized on more strokes
for lack of roll. (Note that most women cannot hit to greens
in regulation -- the lack of roll really affects them.) The
second factor is shorter grass on the fairways. Men like
shorter grass because it promotes "spin" -- most recreational women
golfers never even think of "spin." The shorter grass makes
it more likely that women could take a divot, and women don't like
taking divots -- it's making a mess. So we tend to pick-up our head
or body and top the ball instead of hitting down and risking a
divot. (3) A third reason explaining the differential is that
one-quarter of women golfers play less than two times a year.
That segment is probably a drag on the female averages and
handicaps. But who cares about the handicap
differential? Most women use their handicaps in compeition
against other women, and then it's a level playing field. I
am not suggesting any changes to the USGA Handicap System. I
think it works well. In fact, I wish they could take a look
at all their data and make available more analysis. The
handicap software has lots of features that golf professionals at
their own courses should be looking at. For example:
sort handicaps by frequency and see who are your most frequent
How do I know if my
course is women-friendly?
Go to Best
on this website. You should have at
least 75% of the practices to be women-friendly. Click Here