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Do you offer a premium custom fitting experience to your golfers?

Steve Bird, Business Development Consultant and Education Lead at Foremost Golf, discusses the best way to elevate your custom fitting offering.

It seems like great service experiences are few and far between in the era of modern commerce and technology. When was the last time you received genuinely exceptional service? There is an art to building a strong relationship with your customer and providing an experience that goes the extra mile, showing that you care and exceeding expectations.

Analyse how your business delivers on the four key areas below. Can you add improvements in 2025 to enhance the fitting experience?

The booking process

Open the fitting page on your own website and that of your best competitor. It should be user-friendly, and clear for customers. Make sure you clearly describe your qualifications, expertise and the fact you genuinely care about the outcome. Use plenty of testimonials, and high-quality pictures and videos to showcase your facility!

This is only the first part of the equation. Once you’ve impressed the golfer, you need to offer an online booking system that is seamless. Gone are the days where we can rely on the customer to phone up, mention it when they next see you, or approach you by email – you have to offer online booking. A large percentage of bookings placed through the Foremost online lesson and fitting booking system occur late in the evening.

Pre-service experience

After the customer has booked a fitting, make sure the next time you engage with them occurs before they turn up! We need to show more professionalism and offer some form of communication between the booking and the service.

Think about sending out a pre-event questionnaire that asks the key questions, providing you with crucial information to enhance your preparation. You can also use this as an opportunity to outline expectations on the day, turning potential nerves into excitement. This doesn’t have to take more time and effort; if you use a top booking system, this process can be automated.

The environment

First impressions really matter. Take a walk into your studio or teaching facility. Does it make you feel proud? If not, change it! It doesn’t have to be expensive to provide a clean, logical, clutter free environment. Some simple interior design tweaks like wooden panelling, storage units or LED down lighting can make everything look more professional and distinguish your service.

Indoor studios are now commonplace, so now might be the time to do a cost-effective upgrade to take your studio to the next level and wow your customers.

Post-service experience

I’m a big believer that after-sales service is the most important, and easiest, way to stand out from the crowd. When done properly, it elevates you above the competition and creates strong customer loyalty.

For example, after their purchase, invite the customer back for a free check up a month later. This might only take 15 minutes of your time but has huge value to the customer and always leads to additional opportunities. Follow up on the phone after three months, just to ask how the clubs are working for them. Another idea is to send them a thank you and reinforce the message that they can come and see you for anything else golf related in the future. These simple acts carry enormous weight.

After a lesson, why not send them a feedback form, to show you care about your service and are constantly open to improving?

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For more information on how Foremost can assist you and your business in simply email membership@foremostgolf.com or call 01753 218 890