Meet The Writer

With nearly 20 years of experience in the golf marketing industry, Harvey Silverman is an experienced pro when it comes to helping golf facilities grow their business. As the owner of Silverback Golf Marketing, Harvey specializes in leveraging email databases to generate more revenue. We’ve invited Silverman on as a guest blogger to discuss a major problem with many customer databases and how to effectively combat it.

The Problem

During my career working with hundreds of golf course clients, I’ve gained an inside peek at their point-of-sale customer databases. What I often see alarms me, be it hundreds of duplications, misspelled names, phone numbers with a string of identical numbers, no email address or false email addresses, or in the case of GolfNow, a useless default email. An email address is the single most important contact item necessary to retain customers, and grow your business. I bet if I took a look at yours, I’d see one, some, or all of the following:

Did you know that over 90% of consumers read online reviews? These days, consumers educate themselves before spending their money. Whether they are buying golf clubs or wanting to try a new golf course, people read reviews online to help them come to a decision.

Having positive reviews can help bring more customers to your golf facility. Conversely, negative reviews can keep people from ever giving you a chance. As crazy as it may seem, consumers take these online reviews very seriously. Matter of fact, the majority of consumers won’t even consider a local business that has a star rating less than 4 out of 5. That’s pretty harsh!