CRM
Training
Manual
1
Contents
Page Numbers:
3–7
Contents Page
Module 1: Welcome to Pro Range (Pty) Ltd
Module 2: Pro Range Facilities, Products and Services
Module 3: Definition of Customer Service
Module 4: The Importance of GOOD Customer Service
Module 5: Customer Expectations V.S Customer Needs
Module 6: Top 10 Customer Service Tips
Module 7: The ABC’s of Customer Service
Module 8: Six steps of remarkable service
Module 9: 4 Way’s you can handle Customer Service better
Module 10: Turn difficult customers in to Raving Fans
Module 11: Satisfy your Customer through Compromise
Module 12: How to turn Customer Complaints in to Profit
Module 13: How to handle a Angry Client
Module 14: Building Rapport – Getting on with a client.
Module 15: 10 Way’s of improving your rapport building.
Module 16: Building Rapport.
Module 17: Golf & Sales Terminology.
Index
“The only thing to do with good advice is pass it on. It
is never any use to oneself.”
“Education is the most powerful weapon which you
can use to change the world.”
2
Module 1:
Welcome to
Pro Range
(Pty) Ltd
3
Welcome to
COMPANY BACKGROUND
Pro Range (Pty) Ltd was established in 1996 by a group of entrepreneurs with the
principal goal of establishing and operating premier golf driving ranges in South Africa.
By the end of 1997 Pro Range, in association with its naming rights partners (Bell’s,
Telkom and Vodacom) had successfully established 7 driving ranges situated in
Gauteng (Gillooly’s, Centurion, and Randpark), the Western Cape (Tygervalley,
Somerset West, Wynberg and George).
In 1999, Pro Range became a subsidiary of Southern African Investments Limited
(SAIL), a JSE listed Company recognised as South Africa’s premier Sports Brand
business.
By the end of 2001, Pro Range had invested over R 50 million into hard golfing assets
which included property, buildings for clubhouses (incorporating retail golf equipment
and food & beverage tenants), new driving fairways, practice and target greens and
customised tee boxes. This was a sizeable investment, indicating Pro Range’s
commitment to the promotion and future growth of golf in South Africa.
In May 2005 Pro Range signed a 5 year naming rights agreement with Vodacom,
granting Vodacom exclusive naming rights to all Pro Range facilities whereby all ranges
would be called ‘Vodacom Golf Villages’ . This agreement culminated in the demise of
the Bell’s and Telkom Business Golf Academy range names.
In April 2005 SAIL sold Pro Range to the Cullinan van Gass Family Trust.
The associated Vodacom Naming Rights package was also included in the purchase.
A joint venture between Moregolf and Pro Range was entered into for the George
Range (administered by Moregolf in Johannesburg). While the Gauteng ranges were
sold to them.
An agreement between Moregolf and Pro Range was also concluded introducing a new
aggressive sales & marketing strategy that brought about a radical and innovative
change from the old concept of a ‘Bucket of Balls’ to the new ’Unlimited Balls’ model
using a monthly debit order membership model coupled with an improved access
control system.
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In January 2006 Alan Campbell was appointed CEO of Pro Range.
In January 2007 a new rewards programme ‘playmoregolfSA with Vodacom’ was
launched to complete the circle - from the practice arena to the golf game proper thus
making the game of golf more accessible , more enjoyable and more affordable to both
regular and novice golfers.
In April 2007 Vodacom Kids Village was launched. An African theme putting course
consisting of 27 holes was constructed at the Tygervalley Range to introduce children to
the game.
WHO WE ARE
Pro Range has been operating the premier golf practice facilities in the Western Cape
since 1996. Over time, management changes, takeovers and buy outs have by and
large added to our resolve to make Pro Range a household name in the golfing arena
by providing the ultimate golfing experience, encompassing all the facets of golf from
the practice tee at our ranges to the golf courses where you actually play the wonderful
game.
Pro Range introduced to South Africa its concept of the one–stop, state of the art, world
class golf facility, where one could not only practice every aspect of the game of golf,
but also afford newcomers the opportunity to learn the game from the Golf Pro, buy the
correct golf equipment from the Golf Retail Outlet, obtain an official handicap and
affiliation through a Host Golf Club and finally sit back and relax in the friendly
atmosphere of the on-site pub and restaurant.
Pro Range has over the years developed and implemented various sales and marketing
models that essentially started with the ‘Bucket of Balls’ model with an upfront annual
or bi-annual membership tied to a handicap and affiliation offering with a golf club.
The latest Model now revolves around the ‘Unlimited Balls’ concept with an open ended
monthly membership with various alternatives for gaining access to a golf club which we
will look at in more detail later in this manual.
OUR VISION
“To create the world’s premier golfing experiences through development,
education, practice and play”.
OUR MISSION
“Enjoying memorable golfing moments with friends”
5
OUR VALUES
Communication: To promote transparent verbal and written communication
within Pro Range through all levels of the organisation.
Action: To contribute positively to all decision making processes and to be
committed to the appropriate actions required of all those decisions.
Friendship: To engender and foster professionalism and loyalty to and from all
our customers, both internal and external.
Honesty: To act and operate with integrity at all times by showing a true sense
of respect and will to protect our ethics and values.
Passion: To continuously project a positive outlook by maintaining high energy
levels that create a self starter attitude in the organisation.
Innovation: To continuously challenge our paradigm, to apply the required
leverage to all diverse resources and to constantly evaluate multiple solutions for
the benefit and growth of Pro Range.
OUR GOALS
To grow, maintain and sustain our membership base.
To strive and provide unquestionable professional service by understanding and
exceeding customer and employee expectations.
To offer exceptional quality facilities, by building operational efficiency and
employee capacity.
To ensure ongoing development of information technology, systems, processes
and people.
To build and sustain financial stability and responsibility.
6
MANAGEMENT TEAM
Nic van Gass
Alan Campbell
Neil Strangleman
Ray Hill
Valery Strangleman
Karen Mehl
Nici Krüger
Malcolm Marks
Brett Du Plooy
Nico Sinden
Chairman, Director & Shareholder
C.E.O. & Shareholder
Regional Operations Manager
Regional Human Resources Manager
Regional Administration & Systems Manager
Regional Financial Manager
CRM Manager
VGV Regional Sales Manager
Marketing & Advertising Manager
PlaymoregolfSA with Vodacom Manager
Shareholders
CEO
Sales & Marketing
Regional
Sales
Manager
Administration & Finance
Marketing &
Advertising
Manager
PMGSAwV
Regional
Manager
Regional
Financial
Manager
Sales
Managers
Sales
Consultants
Regional
Administration
Manager
Administration
Managers
Creditors
Clerk
Operations
Sales
Consultants
Administration
Assistants
Regional
Operations
Manager
VKV Manager
SW General
Manager
Ball Collectors
Grounds
Keepers
Receptionists
Regional HR
Manager
Operations
Managers
Operations
Officers
Marshals
Database
Administrator
Maintenance
Technicians
Regional
Secretary &
Junior HR
Officer
CRM
Manager
Customer
Care
Managers
Housekeepers
Welcome
Desk Agents
Welcome to
the Pro Rane
Customer
Care Division
7
Module 2:
Pro Range
Facilities,
Products and
Services
8
Pro Range Facilities, Products and
Service
As a Pro Range Sales Consultant you will have the opportunity to present a number of
solutions to suit the various needs of different clients. One of the most important and yet
unvoiced needs of any client is that of shared experience so ensure that you make use
of the facilities, products and services you are convinced will meet the needs of your
clients and share with them your experiences.
Facilities:
2 x USGA Spec Putting Greens
Greenside Bunkers
Chipping & Pitching Areas
GPS Measured Target Greens
Locations:
Tygervalley
Wynberg
Somerset West
George
Gillooly’s
Centurion
Member Benefits:
Free Group tuition
& Call-for-Help Clinics
Free Magazine Subscription
Unlimited Tournament Quality Golf
Balls
7 Days a Week Access
Full use of all Facilities
Invitations to Special Golfing Events
Golf Days
Member Rewards Programme
Monthly Member Newsletter
9
Facilities:
African Theme:
9 Hole Beginner Course
9 Hole Intermediate Course
9 Hole Champion Course
Party & Conference Facilities
Bunkers and Water Hazards
Locations:
Tygervalley …
… and more to come
Member Benefits:
Free Kids Clinics
Free Complete Golfer Magazine
Subscription
Unlimited Play
7 Days a Week Access
Full use of all Courses
Birthday Club
Invitations to Special Events
10
Member Benefits:
Access to rounds of Golf at over 35
Golf Courses Countrywide
Rounds of Golf from R29 to R99 a
round
Earn Birdie Points on Golf rounds
and equipment purchases at the
Pro Shop
Discounted Golfing
Holidays and Tours
Invitations to Golf Days and Special
Events
Book rounds via the internet or call
centre
Join a Golf Club from R59 a month
Golf Coupon Booklet with discounts
and special offers valued at R3000
(Includes free lesson with a Golf
Pro)
Cape Town Courses:
Devonvale
Milnerton
Somerset West
King David
Mowbray
Paarl (Boschenmeer)
Simonstown
Theewaterskloof
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Module 3:
Definition of
Customer
Service
12
Definition of Customer Service
"Customer service is the ability to provide a service or product in the way that it has
been promised"
"Customer service is about treating others as you would like to be treated yourself"
"Customer service is an organization's ability to supply their customers' wants and
needs"
"Customer Service is a phrase that is used to describe the process of taking care of our
customers in a positive manner"
"Customer Service is any contact between a customer and a company, that causes a
negative or positive perception by a customer"
"Customer service is a process for providing competitive advantage and adding benefits
in order to maximize the total value to the customer"
"Customer Service is the commitment to providing value added services to external and
internal customers, including attitude knowledge, technical support and quality of
service in a timely manner"
"Customer service is a proactive attitude that can be summed up as: I care and I can
13
Module 4:
The
Importance of
Good
Customer
Service
14
The Importance of Good Customer
A repeat customer does not happen by accident. A repeat customer is the result of a
relationship you have built up through excellent customer service.
"Care for your customer and they will return...care for your merchandise and they
won't."
The point is...what are you doing to bring your customer back?
When the new customer comes on board your service they will automatically receive a
thank you email. The use of auto responders from this point onwards is critical in.
getting your message in front of your customers. Not only to sell to them but to keep in
contact with them. This is very important. (Confirm if Acc Pac is coming on Board)
Send them your messages with a contact email address, phone number or your
mailing address if they wish to get in touch with you. You cannot afford not to do this
because the next merchant will if you don't, and that's the merchant who will gain a
loyal customer.
Many times as a result of nothing more than a minor misunderstanding I have
upgraded clients to a better deal at no extra cost. The clients love to see that you are
not mainly after their money. And really you are not. Or at least you should not be.
You are after a successful business that will supply your wealth over a period of time
when you have worked at it, not before hand.
Surveys suggest that service driven companies are able to charge up to 9% more for
the goods and services they offer and grow twice as fast as the average. These are
powerful incentives for becoming the best customer-service company in any industry.
Equally, poor service has a cost penalty. It costs up to five times as much to go out
and get a new customer as to retain those we have.
According to research the average person who has a bad-service experience tells at
least nine others about it and 13% of complaints relate their experience to more than
20 other people. In comparison, people who receive silent service only tell three or
four others about it"
Good customer care matters because keeping existing customers is easier than
finding new ones, and satisfied customers will do a lot of our advertising for us. Most
people consider doing business with a certain company because of a
recommendation by a friend or acquaintance. Dissatisfied customers spread the bad
news and undermine your business, which ultimately threatens everyone's jobs.
So, Your objective must be to provide the highest standard of Customer Care possible
and to always aim for excellence. A customer who feels good doing business with you
15
and through you, the company is more than likely to stay with you and recommend you
to others.
People react to the way they are treated and act accordingly. With this in mind, think
about why a customer is rude/angry/uncommunicative and ask yourself:
·
Am I getting the customer-reactions that I deserve?
·
Is my treatment of the customer at fault?
·
Why is the customer acting that way and what can I do to improve the situation.
Giving first is essential to your growth so put the client first every time, even if it costs
you more now. The value of getting the customer in the first place must never ever be
overlooked. Always try to answer any questions from your customers as soon as
possible, this will create a feeling of professionalism immediately with your clients, so
remember first impressions do count.
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Module 5:
Customer
Expectations
V.S Customer
Needs
17
Customer Expectations vs. Customer Needs
The first rule of stellar service delivery
is: Service is all about expectations..
You buy a product; you expect it to work the first time. You go to a discount supplier,
you expect the quality to be less than the high end dealer, but you still expect what you
buy to work, first time every time. When it comes to products, expectations are pretty
clear. People expect a good quality product based on the price they are willing to pay
for it. When it comes to service, expectations can get a little fuzzy. When a customer
begins a relationship with you he or she already has a specific set of expectations.
These expectations are based on their perceptions of you, your company and your
industry. They are formed through personal past experience, and the experience of
others with whom the customer interacts.
Consider the last time you went into a self-service gas station. What did you expect?
Other than the pump to be working, not much else right? After all - you are doing all the
work. You have the opportunity to Satisfy, Dissatisfy or Impress–and two of these are
bad. Delivering below expectations is obviously bad, but in the context of creating
loyalty, so is simply satisfying customers, because they are getting nothing more or less
than they expect.
If it exceeds your expectations, you’re impressed, and If the service you receive meets
your expectations you are satisfied.
If it is below your expectations…well, you know. Creating customer value and loyalty
comes from consistently exceeding expectations.
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Module 6:
Top 9
Customer
Service Tips
19
TOP 9 Customer Service TIPS
Want to keep your customers coming back for more?
If customers are your business, then providing the best possible service to
keep them coming back is a priority. Great customer service is more than
just about the things you say or do for them. It's also about finding out what
your customers really want and giving it to them. Keeping this in mind, let's
get right into the top ten customer service tips to get your customers
coming back for more.
1. Address Customers By Their Names
Seems blatantly obvious, but you'd be surprised by the number of times businesses
deal with customers without ever once addressing customers by their names.
Psychologists can attest to the fact that names have a profound impact in any social
setting because people simply love hearing their names called out. Customers are no
different. Instead of the usual "sir" or "madam," address them by their names and you'll
immediately notice the difference it makes in your relationships with them.
2. Let Your Customers Know That You're Only Human
It's all right if you'd caused something to incur customer dissatisfaction. All it takes to
rectify the situation is to admit that your company was at fault, you're sorry about the
inconvenience and you're taking responsibility to fix the problem. It's only when
companies start covering up their mistakes and refusing to admit their faults that
customers get aggravated and leave in disgust.
3. Be As Visible As Possible
The hardest thing for a customer when looking for customer service support is finding
out how and who to get help from, especially when a business' contact information is
not made visible enough. It's a good idea to train customers to recognize you and know
you by name, so they'll know who's in charge. When they need that service they're
looking for, they immediately know how and who to reach.
4. Give Customers An Experience They Can Cherish
Every customer deserves an experience they can cherish. Positive experiences act as a
trigger for them to return and shop with you again. Do your best to serve, please and
exceed their expectations, so that they can feel important. When customers call for
support, they're usually in a state of agitation, so use this opportunity to delight and
impress them. Think about all the things that could ruin a customer's experience and do
the opposite.
20
5. Seek Feedback From Your Customers
Your customers could be one of your better market research tools, so ask them
questions that will lead you to new ways of improving your business and serving your
customers better. Remember, customers love to be treated like VIPs and seeking their
opinions is one of the simplest ways of making them feel important. It's a win-win
situation for both you and your customers.
6. Keep Your Customers In The Loop
Besides updating your customers about new products or services you're offering, inform
them about changes you've implemented based on feedback you've received from
customers. Give recognition to customers who had helped you improve certain aspects
of your business and maybe throw in a discount or two on their next purchase.
7. Make Great Customer Service Your Company's Culture
Customer service is usually part of every company's policy, but really, it should be made
part of every company's culture. If you're running your business single-handedly, then
you alone will determine the standard of service your business delivers. If you have
employees, then they should be entrusted with more decision-making capabilities to
serve your customers in the best possible manner.
8. Build Trust By Being Transparent
Transparency with customers is essential to establishing trust with them. A trusting
customer is most often a loyal one, so don't allow room for customers to question your
company's policies or business ethics.
9. Thank Your Customer
When was the last time you mailed out a thank-you note, a letter of appreciation or just
made a call to thank your customers? A simple gesture it is, but one that can mean the
difference between a customer lost and a customer gained for a lifetime. Always,
always find a way of letting your customers know how much they mean to your
business.
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Module 7:
The ABC’s
Of Customer
Service
22
Customer Service
What makes for outstanding customer service in your business? Follow some of
these alphabetical tips to provide high quality service, along with a dash of fun
for customers.
A: Anticipate: Plan ahead for possible snags. Do you need extra staff on a busy
weekend? Is rain predicted the night of your outdoor event? Anticipating problems
saves you headaches later on.
B: Balance: Maintain a balance between your personal and professional life. It's easy
to get so caught up serving customers you forget to take time for personal relaxation
and recreation.
C: Creativity: People are looking for more than dull, ordinary customer service. Be
creative in signage, programs and special events. Many businesses offer customers a
chance to get their picture taken with Santa. Why not offer pictures with the Grinch?
D: Donate: Foster positive community relationships by donating products or services.
Offer a free monthly day pass from your VGV to silent auctions or community
fundraisers.
E: Exceed: Exceed customer expectations. Do that tiny bit of extra service that leaves
people with the feeling of, "Wait till I tell my friends what happened at VGV!"
F: Fun: Doesn't everyone want some humour in their lives? Add elements of fun for
customers. Have staff dress in costumes for various events.
G: Go Green: Many people want to do their part for the environment. Provide recycling
bins.
H: Help: Help your staff have a positive attitude. Your smile and upbeat personality
helps them cope with the stresses of the day.
I: Innovative: Take a risk and try new things. Encourage staff to give input about
registration or ordering supplies. Their new ideas might provide better customer service.
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J: Juggle: Expecting extra long lines? Hire a professional juggler to teach juggling skills
to customers if they have to wait in line at your business.
K: Knowledge: Even though you feel there's never enough time, try to learn some new
skills. Read a book on something besides your particular field. Take a class in an area
that's new to you.
L: Leadership: Often, the leader of a department determines its success. Develop your
own style of management. People see when you are sincere, instead of trying to imitate
Colin Powell.
M: Memory Making: Does your business cater to families? Some families have limited
time together. Do what you can to create a time of positive memories for them. Offer
small rewards to children with good grades. Offer discount tickets to movies or skating
centres.
N: Novelties: Many people love getting small key chains or notepads from businesses.
Pass out novelty items as a fun way to let customers know you appreciate their
business.
O: Organized: If organization isn't one of your strengths, get help fast! Customers
immediately notice when a business is organized. Make checklists, have supplies on
hand and have a back-up plan.
P: Pretend: Pretend you are a customer. See things from a customer's point of view.
Eat the hotdogs sold in the snack bar. Stand in line to open a new checking account.
Better yet, ask your mother to pretend to be a customer. She'll certainly tell you where
you need to improve!
Q: Quality: Customers expect high quality when dealing with your business. Return
phone calls and e-mails within 24 hours. Handle complaints in a professional manner.
Provide a small bouquet of flowers in the bathrooms.
R: Resourceful: How can you stretch your staff training budget? Ask Toastmaster
groups to lead a session on public speaking. Ask a local high school for the decorations
after their prom. You'll get great themed items to use to decorate your business. Set up
a display about your business at community events.
S: Surprise: Add that unexpected element of surprise to your customers. Call them by
name. Thank them for participating in past programs. Send them a birthday card.
T: Training: Ongoing training is essential to keep staff motivated. Use role playing and
small group discussions at staff meetings. Invite a customer to share their personal
experiences, so staff has insight into customer's opinions.
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U: Unique: What makes your business unique? Is it the quality of staff? Extra clean
restrooms? Unusual facilities? Low cost? High cost for quality service? Find something
that makes your programs stand out from the rest.
V: Versatile: Try cross-training staff so they become more versatile. They'll also gain an
awareness of the various duties required to keep the business running smoothly.
W: Why? Ask yourself why customers would want to do business with you. What can
you offer that your competitors can't?
X: Xylophone: Learn to play the xylophone so you can perform at staff meetings. (What
did you expect from the letter X? Install a coin-operated X-ray machine?)
Y: Young At Heart: Don't forget inter-generational marketing possibilities.
Grandparents enjoy spending special time together with grandkids. Plan a VGV party
for grandparents and grandkids when you open a new branch office or have a special
sale.
Z: Zany: Let loose and get silly at times! Customers enjoy seeing your staff with a light
hearted attitude. It is possible to be professional and also have fun..
25
Module 8:
Six Steps of
Remarkable
Service
26
Steps to Remarkable Service
The fastest way to increase customer loyalty is by improving the
quality of customer service you deliver..
We get a lot of advice about how to deliver great customer service. Many of
the tips are reminders of what we already know (but we occasionally forget).
And these are useful. But sometimes, we need more than a reminder. Sometimes
it's helpful to have a system or, at least, some steps to follow.
Here is an easy yet valuable road-map. It's easy to understand but it can be
effective in keeping
us on track so we consistently deliver what our customers want from us.
1. Connect with your customer
This is critical. This is where you establish rapport and begin a
relationship with your customer. Connecting means you're building trust that
runs both ways. Do this by engaging your customer. Start by giving them your name
and asking theirs. Be interested in them and what they want. Ask
questions. Listen. Respond appropriately. Have a conversation with them. Be
genuine.
People know when you are genuinely interested in helping them or not. If you are, they
are more likely to respond positively to you and to develop trust with you. If you are
really not interested, they'll sense it and you'll have
a much harder time developing the trust you need to help them.
2. Discover what they want
If you have a genuine conversation with your customer, you will discover
what they want. They don't always know what they want. Or they might have trouble
expressing it. Often people know what they want but they're unsure how to get it. That's
where you come in.
By asking pertinent questions and paying attention to the answers, you can
discover a lot about your customer. You can help guide them to getting what
27
they want. That's the role you fill and that's how you keep customers coming
back.
3. Know what you can do
We can't always give the customer everything they want. Sometimes they want what we
can't do. Other times, it's something we choose not to do.
Every business has a niche to fill. That means doing what the business is
best at doing for the customers it can serve best. This step is about
"picking your battles". It's about choosing the customers who best fit what
you can do well by knowing what you do best.
4. Do it
This sounds easy and maybe it should be. But it's where many businesses
fail. They fail because they don't manage the process of planning, doing,
measuring and monitoring well.
To execute well you need to be able to measure what's important. What gets
measured gets done. So, convert your customer's wants into actions you can
measure. Then setup a system to measure the outcomes and the actions that produce
them.
5. Follow-up
For customers, this is icing on their cake. It's true for you too because
it's easy to do yet it pays huge dividends in customer loyalty.
As you plan your execution phase, make sure you plan a follow-up contact.
Follow-up by phone, email, letter, visit, whatever works. The more direct
and personal the better but make it work for your customer and your company. This
thrills customers because very few companies do it consistently.
6. Thank them
This often gets forgotten. Or it gets treated lightly. Too often when I hear
a "thanks for doing business with us" it sounds phony, forced or robotic.
People often say it out of habit but they put no feeling or authenticity
into it.
So, when you thank your customers, be real about it. Make it genuine. Thank
them in multiple ways, not just once. make sure they know you are grateful
for their business.
28
Follow these six steps with every customer and you'll find your level of
customer service will increase dramatically. Coach your employees to
understand and work through these steps (every time) and you'll see your customer
loyalty and customer retention go through the roof.
29
Module 9:
4 Way’s
YOU can
handel
Customer
Service
Better
30
Ways You Can Handle Customer
Service Better
1st. Do not become fearful.
It is easy to see why some personnel feel as if they must solve every issue, perfectly. It
does not happen that way at all. In fact, many times you only handle the most urgent or
most troublesome issues. The best Customer Care Agents know this and do not try to
"solve" every issue. What they do, is offer alternatives. When you try to solve every
issue and deal with everything that comes your way, it has a tendency to make you
hesitant and fearful after awhile because you have found that you cannot handle every
situation. Once you have lost that confidence, it's all over. Like a Popsicle on a hot
sidewalk, you just melt away.
The goal is to have several alternatives that you can offer. In some cases it may not
address the entire situation. What it does though, is give the Customer a chance to
make a decision based on their interests.
For example, your Customer calls you and says that the billing on your current invoice is
incorrect, and in fact they had made a change on their account last month to change a
feature that they felt they no longer needed. You take the call, acknowledge their
frustration about making the call, and tell them something like this.
"Mr. or Mrs. Customer, I see where you made the change on your account last month. I
would like to take a minute and point out that you have had this feature for the past 3
years and although I can certainly remove it, I would be remiss if I did not let you know
that by removing this feature you would actually be increasing your costs by not taking
advantage of the discount this feature provides. Would you still like me to remove it?"
The decision is the Customers and you have given them an alternative.
It is simple to say and the choice remains with the Customer. The very action of
providing an alternative gives the Customer the service they are asking for. And you
remain a valuable resource to them. So, don't become fearful, become "Alternative
Driven!" and watch your Customers respond with loyalty and repurchase.
31
2nd. Think of ways around it.
There is always something you can do. Sometimes it's as simple as telling your
Customer that you will follow up with them in 1 week, personally, and then doing it.
Sometimes you will have to make changes in an account status, give a discount, send a
gift package, change status, provide an expedited delivery date, have someone deliver
something, and then call the Customer back, have the Customer meet with a senior
manager or Customer Care Agent, make arrangements for anappointment and
whatever else you have in your toolbox to take care of your Customers. Here is the real
rub though.
Most of you don't. You want someone else to make a decision. Don't wait. Make a
decision and follow it through. It's not your reputation here, it's the COMPANY'S!
You are acting on behalf of and in the name of your COMPANY! They are counting on
you to help their CUSTOMER! YOUR CUSTOMER! The one person they are in
existence to provide goods or services to. And by you not reaching into your toolbox
and pulling out a solution, you are sabotaging the effort! If you don't have the authority,
find out HOW you can get it! Do that by demonstrating that you want the authority to
handle the situation. Then, use the tools you have to handle the situation. Don't get
caught up in worrying about making a mistake. It's better to make a mistake in handling
the interests of the CUSTOMER than doing nothing.
3rd. Think Practically.
It's a matter of common sense. Yours! You have to think in terms of what is best for the
Customer and how you can best accomplish it. I like to do of this by applying a 3 step
process.
A. Does it provide a solution or service that requires a minimum of effort and fuss by the
Customer?
B. Can it be accomplished in the time frame required by the Customer?
C. Can you implement it? Immediately! (if not sooner)
Your goal is to provide a service solution which is seamless and smooth. Think of it as
giving a present to someone in a package that is attractive to look at and contains
something they want or need. Now make the package easy to open and filled with
goodies. Lastly, make the present easy to use and returnable. Every time you provide a
32
solution or service, think of it a giving a present.
4th. Think Patience.
Real Patience comes from you allowing your Customer to tell you what is going on in
their own time! All too often we get caught up in providing the solution or service in OUR
TIME not in the CUSTOMERS! You might start by practicing active listening skills. This
skill requires you to be quiet, turn off your judgments, pay attention and stop texting, emailing and talking to someone else. By practicing these "moments of patience" you can
actually begin to listen and hear what is really going on. Then you can take a minute
and think "How would I want this situation handled?" and "How does my CUSTOMER
want this situation handled?" Focus on the Customer 1st and yourself second.
You can also ask "How long would I want my Mom to wait in this situation?" or "How
long would I want my Grandparents to wait in this situation?" These are easy questions
to ask and sometimes difficult to answer.
By taking the time to listen first and act second, more often than not, you get it done
right the first time and provide your Customer with the solution or service they really
need.
If you follow these simple steps, you can have control over the situation, confidence that
you can handle anything that comes your way and success in applying these steps in
your Customer Service career.
33
Module 10:
Turn Difficult
Customers in
to RAVING
FANS!!!
34
Turning Difficult Customers into Raving
Fans
Learn how to turn difficult customers into raving fans..
If there is one thing that businesses have yet to master the art of and it's
customer satisfaction. That's no fault of anyone because if customer satisfaction
was that easy to master (if it can be mastered at all), there would be no need for
customer service departments, customer service training, or books teaching the
numerous ways to please a customer. The truth is, customers being humans, can
never be satisfied. There's always something else that customers feel can be
improved or tweaked for better service.
But, there are ways to deal with difficult customers and more importantly, turn
them into raving fans of your product or service. Sounds impossible, but it has
been done. The trick is, or rather, the way to achieve this is to get customer
service back to basics.
Research has shown that customers turn dissatisfied very quickly not because of
the price of a product, but the bad experiences they've had with customer
service. So, when customers turn difficult, understand that their frustration may
have stemmed from previous experiences they may have had with bad customer
service.
So how can you turn difficult customers into raving fans?
Take Charge Of The Situation
When a customer starts ranting, it's easy to get trapped into a war of words and end up
with more trouble than you began with. The more difficult option, but the better one is to
stay calm and take control of the situation professionally. Customers vent because they
35
want to be heard and acknowledged, so allow them to do that. They will have to stop
venting eventually and upon doing so, they would have realized that throughout the
entire episode, you never once raised your voice or tried to blow them off. You actually
took the time to listen to them and understand their frustrations.
You now have the opportunity to work with the customer in a calm and friendly manner,
impressing upon him that you understand and deeply regret his predicament and will do
everything possible to resolve the issue in the quickest time possible. With the situation
taken charge of professionally, not only will your customer be thoroughly impressed, but
you would have just made him a raving fan.
Even Difficult Customers Need To Feel Important
Difficult customers rant and complain not just to be heard, but to feel important enough
to contribute something constructive. Customers complain mainly for two reasons: 1)
they feel they have been wronged and 2) they feel they're good enough to comment on
certain aspects of your business.
Acknowledging the fact that all customers want to feel important and be treated well is
the right step in turning them into raving fans. An effective way of doing this is to do a
follow-up call with previously dissatisfied and unhappy customers and find out if your
business has fulfilled all their needs and if there is anything else you can do for them.
It's such an underutilized strategy that these customers will have no choice but to return
to you again and again.
Give More To Get More
Another strategy to win over difficult customers is to practice the art of giving more than
they've paid or asked for. Someone said that the quickest way to a man's heart is
through his stomach and it could be probably true that the quickest way to a customer's
heart is by giving and giving more.
When customers have been accustomed to getting what they've paid for, giving that
little bit extra can make a world of difference to them. For example, if it's a difficult
customer who is demanding a refund, something as simple as giving him his full refund
with a complimentary gift to compensate for all his troubles can make a difficult
customer a raving fan.
So, when it comes to turning difficult customers into raving fans, it's really about getting
back to customer service basics and paying attention to the details. Customers may
never ever be fully satisfied, but that's the price to pay for being human.
36
Module 11:
Satisfy your
Customer
through
Compromise
37
Satisfy Your Customers Through Compromise
To keep customers in today's competitive business market you must
develop a more collaborative style..
Businesses try to influence customers by one of two ways. There's the win-lose
approach which is where you're not friendly and don't give at all. Where winning
is the first priority. The other strategy is one of influencing. It's cooperative,
gentle and much more effective. Power is shared and not wielded.
There aren't many win-win situations in life because you generally have to give up
something to influence people successfully. Having a cooperative strategy
toward customer service is more of a win some-lose some strategy.
Here are ten basic rules for influencing your customers:
1. Think problem solving. Treat each discussion as an opportunity to help your
customer. You'll be surprised at how quickly your customer will follow your lead.
2. Emphasize partnering and teamwork. Find common ground. You both may want
the same thing; profit, a fair deal, better business. You just need to find a way to get
there.
3. Emphasize benefits. The sale will help you but what will it do for your customers?
Give them a reason to buy from you.
4. Have a fall back. You may be tempted to give away too much if you have only one
option. Think of alternatives you can negotiate.
5. Line up you ducks. Support your position by showing other people like your product;
you're an expert in this area; similar proposals have been safe; similar proposals have
benefited others.
6. Get the other party to invest time. People are more likely to commit when they
invest time discussing and considering your proposal.
7. Keep emphasizing what you have in common. Especially when things get tough.
38
8. Don't issue ultimatums. Think about it. What's your next move if you tell your
customers, "This is your last chance," and they say, "Okay, then, goodbye"?
9. Watch the nuances. Telling customers that you want to be very honest with them
may actually cast suspicion on yourself. Be conscious also of nonverbal clues: Look at
them, not at your watch or out the window.
10. Protect everyone's self-esteem. This is not a competition. It's not personal. It's not
about winning and losing. This is building a relationship.
Working with customers can get complicated. Sooner or later you're likely to face some
trouble spots. What do you do?
Suppose, for example, you have an irate customer. Something is wrong with the
product, delivery has been delayed, or maybe your customer has had a bad day. Let
him vent. Encourage him to tell you the problem in detail. In a minute or two he'll calm
down.
Then, ask some questions. He'll see you're listening and interested. Ask him what he
would like you to do to make things right. Tell him you know how he feels, agree on a
solution, and carry it out.
Now let's suppose you have to give a customer bad news. A recurring problem is back.
Be direct, state the bad news clearly and then, apologize sincerely.
It's important that you give the customer hope. Suggest a remedy, such as offering to
work out a payment plan until he squares off accounts with your company. You want to
emphasize the relationship here and specifically point out how well things have gone in
the past.
Let's look at another example, where the customer asks for help you can't give and
have to refer him elsewhere. Tell him what you will do, not what he should do. Say, "I'll
help you find a way to accomplish what you want," not "We can't do that."
In this situation, you need to take action to move the problem along. Put the customer in
touch with someone who can help him, then, follow up with a phone call to make sure
the problem was handled and that the customer is happy.
What do you do if a customer is unreasonable and making your life miserable? Start by
taking responsibility for the problem. Tell him how you feel without being accusatory.
Say something like, "Jim, I sense you aren't happy with our relationship and that bothers
me because I want to work well with you and give you the kind of service you want."
39
Listen to what the customer says. Some people don't communicate well and may sound
unreasonable even when they don't mean to be. Then, agree on what you're going to
do, and then do it. It may not make the customer happy but at least you will have tried.
If you can't improve things, live with it or pass on the account to someone else, but
above all, remember that you've made a commitment to the customer. Keep it. No
excuses! (Take responsibility and take ownership)
40
Module 12:
How to turn
Customer
Service
Complaints
in to Profit
41
How to Turn Customer Service Complaints
into Profits
Handling customer complaints well can positively boost your profits..

The first thing that most people think of when they hear a customer
complaint, is that it is bad for business, and future sales can be lost. While
this can be true, it is also possible to turn customer complaints into a
profitable situation, with great possibilities for the future. The following are
the 7 best actions that you can take for making sure that your customer
complaints turn into profits, not failures:
1. Plan – no matter how great your customer service program, how wonderful
your products and services, and how perfect your business plan, you will always
have customer complaints every now and again. Therefore, it is only wise that
you should prepare yourself by planning in advance for these complaints, and
knowing how you will deal with them when they come. The key is to plan to use a
positive attitude. Make your main goal the preservation of a business relationship
with the customer who is complaining, instead of aiming only to achieve your
current profit from them. If you please your customer now, then the profits will
come later with continued sales.
2. Give Priority to Complaint Resolution – give your customer a pleasant
surprise by providing him or her with a fast response to the complaint, with a
clear explanation of how the issue will be resolved. If the problem cannot
be immediately worked out, ensure the customer that it is among your highest
priorities, and then do everything possible to have the problem solved very
quickly. The longer the length of time a customer has to fret about the problem
being solved, the less likely the customer will be to accept a solution that you
provide and then continue to be your customer.
3. Be a Professional – even if the customer is not behaving in a professional
way, it is important that you remain a professional throughout your entire dealing
with that person. A customer making a complaint will sometimes
behave in an adverse and aggressive way; this is the result of an assumption
that you will be resistant to resolving the issue. However, by showing that you are
genuinely willing to help them, you can assuage those feelings, and assure them
that they are in the right hands for getting things done.
42
4. Own the Issue – no matter what the problem may be, and no matter whose
fault it was, take the responsibility for resolving the complaint. If you try to place
blame somewhere, you’ll only look as though you are trying to make excuses.
The customer doesn’t care who did it, they only want the problem resolved.
Begin by apologizing for the inconvenience to your customer, and continue by
explaining the possible cause. Finish by telling your customer precisely what you
intend to do to solve the problem.
5. Give Compensation to Inconvenienced Customers – though the hope of
complaining customers is for a solution to the issue of their complaint, the
frequently expect (and receive) much less. To truly turn the situation into a
favourable one, give your customers a pleasant surprise by solving the problem
quickly and effectively, and then compensating them for their inconvenience. This
turns their attention from the problem to their added special treatment.
6. Follow Up – don’t just assume that because you haven’t heard from the
customer that all is well. Follow up on the issue to confirm that the customer is
indeed satisfied with your service. This not only shows how much you
care about your customer’s satisfaction, but it also strengthens your relationship
with this person.
7. Take Preventative Action – consider each complaint to be an opportunity to
learn and improve. Use each one to identify the cause of a problem, and make
attempts to fix these weaknesses in your business. Frequently they are only
minor and easy to avoid in the future.
Customer complaints are the ideal time to show your customers what you’re
really made of. Instead of getting frustrated, consider complaints the perfect
opportunity for reinforcing strong customer relationships, and bettering your
business for customers to come.
43
Module 13:
How to
handle a
angry Client
44
How to Handle an Angry Client
Putting off dealing with your customer's problems can cost you dearly..
Too many salespeople, when faced with clients who range from dissatisfied to
down right angry, choose the loser's path by postponing handling the situation.
This results in one of two things happening.
Either the angry client decides the problem isn't worth the aggravation and cools
down (what every Customer Care person wishes would happen, but like many
wishes, just thinking it won't make it so). Or the client gets so angry that the next
time you hear from him or her is through the higher-ups in your company who
have absorbed some of the client's anger and are happy to give it to you.
Naturally, no one wants to walk into a lion's den and face the angry client.
However, you must consider the value of this client to you, your reputation, and
the company. In most cases, I would guess that it will be worth your while to face
that angry customer and get the situation resolved as quickly as possible.
I'd like to give you nine steps I've developed for facing and dispelling another
person's anger.
1. Acknowledge the other person's anger quickly. Nothing adds more fuel to a fire
than having his or her anger ignored or belittled. The faster you verbally recognize their
anger, the better.
2. Make it plain that you're concerned. Tell them you realize just how angry they are.
Let them know that you are taking the situation seriously. Make notes of every possible
detail they give you.
3. Don't hurry them. Be patient. Let them get it all out. Never try to interrupt or shut
them up. In many cases, the best move is to simply listen. They'll wind themselves
down eventually. In some cases, they'll realize they blew the situation out of proportion
and feel foolish for it. They are then likely to accept nearly any solution you offer.
4. Keep calm. Most angry people say things they don't really mean. Learn to let those
things pass and take them up after you've solved the present challenge - only if you feel
it's necessary to do so.
5. Ask questions. Your aim is to discover the specific things that you can do to correct
the problem. Try to get specific information about the difficulties the problem has
caused, rather than a general venting of hot air.
6. Get them talking about solutions. This is where you will learn just how reasonable
this client is. By the time you get to this step, their anger should have cooled enough to
discuss the challenge rationally. If it hasn't tell them you want to schedule a later
45
meeting, even if it's in an hour, to come up with some reasonable solutions. Let them do
the rest of their fuming on their time.
7. Agree on a solution. After you know exactly what the challenge is, you're in a
position to look for some kind of action that will relieve the challenge. Propose
something specific. Start with whatever will bring them the best and quickest relief. Don't
get into a controversy over pennies at this time.
8. Agree on a schedule. Once you've agreed on a solution, set up a schedule for its
accomplishment. Agree to a realistic time frame that you know you can handle. The
biggest mistake you can make is to agree to something that cannot be done. If you do,
you'd better be ready to face another bout of this person's anger when you don't come
through.
9. Meet your schedule. Give this schedule top priority. You've talked yourself into a
second chance with this client, so make sure you don't blow it.
46
Module 14:
Building
Rapport –
Getting on
with a client
47
Building rapport – or getting on with the client
Building rapport is basically about getting on with the client. It's one of the key consulting skills that
more Customer Care consultants overlook. Without the skills to build rapport, the basic consulting
goals of, influencing, guiding and managing are much more difficult (if not impossible) to achieve.
Defining rapport
Rapport is really about reducing the differences between you and
your client, and building your similarities.
In normal conversation we already do this – we look for things we
have in common, such as people we know, schools we went to,
former employers, where we live, the age of our children.
Rapport in the world
So where can you see rapport in action in the world? People who are
in rapport have the conscious similarities I listed, such as friends,
schools, and where they live, but they also have unconscious
similarities.
If you've ever seen two friends having coffee, they can be both sitting
with a cheek on one hand. They will often even take a sip of their
coffee at the same time, or if they're smokers, puff on a cigarette at
the same time.
In a meeting, you can often get information about who's allied with
whom, just based on the body positions they adopt. The ones who
are supporting the motion will, as a general rule, have similar body
postures. Likewise those against, and those sitting on the fence. It
doesn't matter which particular position it is – it could be sitting back
from the table, relaxed, leaning on one elbow, or legs or arms
crossed. What's important is that it's similar, and when the "leader" of
the group changes their posture, the others who are "with them"
follow.
People with whom you "automatically" get along are usually people
who are like you. People who are like each other like each other.
But if you don't always get along with a client instantly, or see eye to
eye with them at first sight, help is at hand. If you truly believe that
your services are invaluable, if you think that the consultancy you
offer will make a difference to the client, then building rapport gives
you to help them to like you when you first meet.
48
What good rapport can
do
So what can good rapport do? Take an example:
Gus met Jane at a training course. They hit it off instantly. Their
senses of humor matched, they had friends in common. As Gus was
a consultant, and Jane a Human Resources manager looking for
someone to work with her department Jane hired him to do a short
job with her company. It involved creating a clearer, fairer,
competency based training system for her organization.
Nearly four years later Jane has moved on to another company, and
she uses Gus as a consultant there. Gus still works with the HR
department at the old company. Gus was lucky, because he found a
client who he had instant rapport with. It's the ideal situation. But
sometimes we're not all that lucky.
The psychological basis
for rapport
Building rapport is based on looking for grounds of similarity. Robert
Cialdini (in his book Influence and Persuasion) calls this influence
principle "liking". Whatever you've noticed about the client, you can
build similarities with. This is one reason to keep notes on who the
client is, so you can build rapport again easily when you meet them
for a second or third time.
People are more likely to like things that are associated with
something they like. Research shows that young men in general rate
sports cars photographed with scantily-clad women as faster, more
expensive-looking and better designed. The key point here is that it is
not a conscious thing. But when researchers pointed this out, the
same men did not believe the presence of the woman made any
difference. But the research bears it out.
What does your client like, and how can you be associated with it? If
your client likes a particular sport, it helps to listen to the scores the
night before you meet with them. If your client's children have a
hobby, consider sponsoring the sports team or dance troupe or
school that they go to. Associate your consultancy, and your name,
with things they already are positively disposed towards.
Familiarity is also important. Another research study found that when
people had faces flashed on screen in front of them, people liked
more the ones they had already seen, even though they had no
recollection of ever having seen them before.
49
Testing for rapport
Testing your rapport is simple. To give a physical example, imagine
yourself at coffee with a friend. You're both laughing and talking
together, and you notice that you have unconsciously adopted the
same body posture as your friend, legs crossed, one hand around the
coffee cup, the other hand touching the table. If you really are in
rapport, when you lift the cup to drink, your friend will lift their cup to
drink very soon afterwards, if not at the same time.
Similarly with a client, if you have diagnosed their type well enough
you can get into rapport with them (this is called Pacing). Physically,
you can match or mirror their behavior - let's say you're both sitting
back in your chairs. Then you can change your behavior - say by
folding your arms. See how long it is before they follow you. If they
don't, then go back to pacing their behavior, until they come with you.
50
Module 15:
10 Way’s of
improving
your rapport
building skills
51
Top 10 Ways to Improve Your Rapport
Building Skills
Over 90% of a dialogue is interpreted through non-verbal communication. This
includes facial expressions, physiology, and body language or positioning. But, it
also includes your tone of voice, and such other factors as your choice of
clothing, the car you drive, or the brand of laptop computer you use.
Since we tend to react more to what we think a person meant than to what they
actually said, when attempting to build rapport, we need to pay just as much
attention to our non-verbal signals as we do to our words.
Of course, positive body language doesn't just mean smiling, making eye contact,
or assuming an open stance. Researchers say that when you match or mirror the
postures, gestures, and tone of voice of whomever you are communicating with,
their brain receives unconscious signals that say, "Hey, you're like me!" Since
people trust those who are most like themselves, you need to think of non-verbal
rapport as a dance, where you are the follower and whomever you want to
influence is the leader.
Now that you know that non-verbal communication is such an important part of
communicating, there are a few techniques you can try to strengthen the rapport
you have with others. Remember, the key is to be subtle and discreet. The
purpose of mirroring, for example, is not to mimic precisely what a person is
doing, such as scratching your left cheek whenever they do. It simply means
trying to capture the atmosphere of the interaction, while keeping your actions
outside their conscious awareness.
Top 10 Ways to Improve Your Non-Verbal Communication
1. First, keep yourself in check by making sure that your body language, words, and
tone all match. Someone recently said to me, "I'm so sorry, you'll be much happier with
52
this solution," and it made me even more upset. How could that be? Shouldn't I be
happy that this person was trying to solve my problem? Not in this case, because her
words were out of sync with her body language. As she was telling me that she would
have the problem fixed, she was standing with her arms tightly crossed against her
chest, her hip sticking out sharply to the right, and her eyes rolling. So, what I really
heard was, "What a huge pain in the butt you are, I can't believe you're making me go
out of my way to find you something new." How effective do you think she was at
influencing me towards her new solution?
2. Make eye contact with everyone in the room. Don't stare or glare, but look equally at
everyone - and don't forget to blink! It's been said that there are only three degrees of
difference between equality (looking squarely at someone), egotism (looking down your
nose at someone), and insecurity (looking up at someone with a bowed head). Try this
yourself in the mirror to see how clearly even the subtlest difference comes across!
3. Capture the atmosphere and spirit of the conversation, and match the other person's
posture. Stand, walk, or sit like them. Pay attention to how they move or remain still.
Then, gradually adapt your positions so that they match or mirror theirs.
4. Match their tone of voice. Vocal tone is comprised of pitch (high or low), speed (fast
or slow), and volume (loud or soft). If those around you are speaking in quieter or more
boisterous tones, do the same.
5. Be genuinely excited and enthused. People are more easily influenced when they
sense that you are enthusiastic, knowledgeable, and interested in what you are sharing.
So smile, and always look confident.
6. Check your attitude problems at the door. Use your positive body language list to
reposition your attitude until your mood improves.
7. Know the audience you want to influence, and dress accordingly. If you know they
are a suit crowd, wear a suit. If they're a jeans and t-shirt crowd, choose something
closer to that style. You'll be surprised how quickly trust is built when you appear to be
one of them.
53
8. Match the handshake of every person you meet. Yes, contrary to popular advice, if
you get a "wet fish", then give them a limp handshake right back. Similarly, match a
crushing grip with your own strongest hand-masher. This exercise is especially fun in
receiving lines, or when greeting many people coming into a meeting!
9. Gesture and motion as others do, or don't. If they fold their arms and lean back, you
do it too.
10. Remember that it takes less then one minute to make an impression with a decision
maker. Make the right impression and you will develop trust and get the result. Develop
the wrong impression and you will lose the business to someone else.
54
Module 16:
Building
Real
Rapport
55
Building Real Rapport
Many professional service providers are natural "people-people" and connect
with almost everyone they meet. Many of us, however, feel uncomfortable making
initial connections with potential clients, especially when we are meeting them for
the first time.
When you look to build Rapport--real Rapport that helps you make a connection
with your prospect or client--keep in mind the following advice:

Be Genuine: Before the first day of school, first jobs, camp, and any family get
together dad would always say, "Just be yourself and everything will be fine."
Same goes for generating Rapport with clients and prospects. Don't try to be
anything you are not; don't create a new personality; and don't adopt a sales-like
tone. Just be yourself and relax. Good things will follow.

Don't Be In A Rush... But Don't Dally: New would-be rainmakers are very
sensitive to the time of a potential buyer. They often think, "I have an hour for this
meeting and she's a CEO of a mid-sized company. I need to use the whole time
to get my points across." From the administrative staff right on up to the CEO,
clients want to know that you're a real person before they will engage your
services.
If you jump right in with the "OK, let's get down to business" meeting kickoff
before you give everyone a chance to take a breath and say hello, it often
creates a tense atmosphere. You have to gauge when to start talking business at
the right time; too early and a chilly abruptness fills the air (take too much time
chatting and the client wonders, "Are we ever going to get going here?" Time the
conversation right and you'll be well on your way.

Balance Advocacy And Inquiry: One of the best ways to establish a true
connection with clients is to balance asking questions (inquiry) with talking or
giving advice (advocacy). Talk too much and the prospect will tune out. Ask too
many questions and they'll feel like they're getting the third degree. The Rapport
building sweet spot is usually somewhere in the middle.
56
Module 17:
Golf and
Sales
Terminology
57
Golf Terminology
An important part of communicating with clients is being able to speak the same
language so ensure you know the basic vocabulary of golf. Hopefully in time you will
become fluent in the Language of Golf.
In the picture above you can see the most common problems a golfer experiences in
his/her swing. “Good luck Mo! Watch out for the Water Hazard and Bunkers!”
A list of common golf terminology:
A
Ace: This is a term used when a golfer hits a hole in one! This is the best shot you
could ever hit. In other words, the tee shot is hit and it goes straight into the hole.
Address: This is the position of one's body taken just before the golfer hits the ball. You
will often hear the term "addressing the ball" which means the golfer is standing there
preparing to hit the ball.
Albatross: This an old British name for a double eagle. Meaning that you scored 3
under par on a single hole. In other words, you scored a 2 on a par 5 hole. It's a very
good score and doesn't happen very often.
Approach: This is a short or medium iron shot, which is played towards or onto the
green. This is often referred to as an "approach shot".
58
B
Backspin: This is a reverse spin, which causes the ball to stop very quickly when
lading on the green.
Backswing: The backward part of the swing starting from the ground and going back
over the golfer's head.
Bail-Out: This is a shot played to the "safer" part of the course. For example if the flag
is right next to a water hazard and the golfer intentionally shoots away from the flag to
avoid the water. It is thus known as “bailing out".
Ball-Marker: A token or small coin which is placed directly just behind the ball in order
to mark the position of the ball on the green. This is usually done to allow another player
who is further away to putt without hitting any other balls on the green.
Ball-Retriever: A long pole with a scoop at the end of it. It is used to get you golf-ball
out of water hazards.
Ball-Washer: These are machines filled with soapy water found usually at the tee
boxes. They clean and wash your ball before you play your next hole.
Banana – Ball: A sliced shot that curves in a banana-like shape from left to right if
you’re a right-handed golfer, and vice-versa.
Base-Ball Grip: Holding the golf club like you would hold a baseball bat.
Beach: An expression for a bunker or sand-trap... “I'm on the beach”.
Bent-Grass: A type of grass which is found in mostly in northern climates.
Bermuda-Grass: This is a type of grass found mostly in southern climates. It is tougher
and more resilient to harsh sunlight.
Birdie: A score of 1 under par for a hole i.e. a score of 3 on a par 4 hole.
Bite: A term used for the action of the backspin on the ball, stopping it very quickly as
the ball lands on the green.
Bogey: A score of 1 over par on a hole i.e. a score of 5 on a par 4 hole.
Bunker: Those sandy pits found on a golf course. They can be big or small, and are
highly frustrating to most golfers (also known as a sand-trap).
C
Caddie: A person who carries a player’s golf-bag and clubs during play, and offers
assistance in accordance with the rules and the course.
Carry: The distance in the air that a ball must travel before it hits the ground.
Casual Water: This is temporary puddles of water on the course which are usually
caused by rain. You may remove your ball out of casual water, without a penalty shot.
Chip-Shot: A short approach shot with a low trajectory usually hit from close to the
green.
Chip-In: This happens when you hit a chip shot (see above) into the cup. This is a
difficult, but really good shot!
Choke: This word has two meanings. One is to grip lower on the club than normal. The
other definition in golf, and most other sports, means to collapse under pressure.
Chop: To strike the ball with a hacking motion.
Club-head: The hitting part of the golf club.
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Club-House: The main building at the golf course where players book in for their game.
The club-house usually has a golf supply shop, the half-way house and a restaurant.
Course Rating: The difficulty of a course. Usually the higher the course rating the
harder it is.
Cup: The metal ring inside the hole on the green that holds the flag.
“Caddie?”
D
Deuce: If an ace is a hole in one, then a deuce must be a hole in two! It’s a score of 2
on a hole!
Dimples: The small round indentations on the golf ball.
Divot: A piece of ground that is taken up by the golf club after hitting the ball. A
respectable golfer replaces his divots and taps them back down so they will grow back
again.
Dogleg: This is a hole that goes straight for a while then has a bend to the left or right.
Double Bogey: A score of two over par for one hole. This is not very good.
Double Eagle: his is a good score for one hole! In fact it is an excellent score for one
hole - three under par for one hole i.e. a two shots on a par five. This is also referred to
as an "albatross".
Down-Hill Lie: The ball is on the downs-lope of a hill.
Draw shot: This is when a player hits a controlled hook, which goes from outside back
inside.
Drive: This is the term which means your tee shot, usually using your driver club.
Driver: This is the club known as the 1 wood. It is the club with the biggest head, and
it’s usually the club that hits the ball the furthest.
Drop: This is a way that you get the ball back in play after hitting a shot into the water or
out of bounds.
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E
Eagle: This is a score of 2 under par on a hole i.e. a score of 3 on a par 5 hole.
F
Face: This is the part of the club-head that makes contact with the ball.
Fade: This shot go’s straight for a little while, but gradually curves away to the left or
right.
Fairway: The area on the golf course, which lies directly between the tee box and the
green and is cut really short and maintained well. You always want to hit from this area.
Fat-shot: This is a shot which is not good. The club hits the ground behind the ball and
results in a poorly struck shot which doesn’t travel very far.
Flag: This is placed in the cup, on the green.
Follow-through: The continuation of the golf swing to the end.
Fore: This is the term yelled when one hits a shot, and it unintentionally flies towards
another person on the golf course. This is shouted loud to alert them to take cover.
PlaymoregolfSA with Vodacom …. is South Africa’s leading golf rewards
program. They get more people onto the golf course, more often … thus
‘playmoregolf’. If you hear someone yell “FORE”, on the golf course… find cover
quick!
Four-ball: A group of 4 golfers playing together.
Free-drop: A drop that you don't get penalised for. This usually occurs when there is
casual water on the fairway or a section of the course or ground is under repair.
Fringe: The closely cut grass area bordering around the edge of the green.
Front-side: The first nine holes that you play. It is also often referred to as the front-9.
G
Gimme: A slang term for a putt that is close enough to the cup that it will certainly be
made. The other player says "it's a gimme" and the player doesn't have to putt it.
However, he does need to add this stroke to his score!
Grain: The direction that the grass on the green is growing.
Green: This is the area on the golf course where you putt. It has the cup and the flag.
Grip: This refers to either the rubber part of the shaft by which the club is held by the
golfer, or the manner in which the golfer holds the club.
Grounding the club: Placing the club-head on the ground behind the ball at address
position.
Ground-Under-Repair: An area on the golf course that is being repaired. Golfers are
able to take a "free drop" if their ball ends up in ground under repair.
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H
Hacker: A term used for a golfer who is not very skilled.
Handicap: Your personal golf rating. The lower your handicap, the better you are.
Hazard: A hazard is any sand trap, lake, pond, bunker, etc. that may cause problems
on the golf course. It is a good idea to avoid a hazard on the golf course.
Heel: The part of the club head nearest the shaft.
Hole: The 4 ½ inch round receptacle that you try to get your golf-ball into.
Hole-high: An approach shot which is even with the hole but off to one side.
Hole-in-One: Getting the golf-ball into the hole in one shot.
Hole-out: The process of a player completing the hole.
Honour: The privilege of hitting first on the next tee. The "honour" is gained by having
the lowest score on the preceding hole.
Hook: To hit the ball and have it curve gradually while it’s airborne.
I
Interlocking grip: The type of grip where the little finger of the lower hand is interlocked
with the index finger of the upper hand. This is your most common grip.
Iron: One of the many clubs in your bag, with a metal head. It’s neither a wood nor a
hybrid.
J
Jail: A golfer’s term for a ball hit into a lot of trees which, makes it very difficult to hit
your ball out of. Thus the term "in jail".
Jungle: A golfer’s term for heavy rough or in the woods.
K
Kick: A golfer’s term for bounce. A bad kick means you got a bad bounce.
L
Lag: To putt the ball with the intention of leaving it very close to the hole, so that the
golfer is able to have a very easy putt on the next shot.
Lateral Hazard: Any hazard that runs parallel to the fairway.
Lie: The position where the ball stops when it comes to rest on the ground.
Links: Another word for a golf course. This originally meant a seaside course.
Lip: The top rim of the cup.
Lob shot: A shot that goes straight up in the air and stops very quickly on the green.
Local Rules: A set of rules for a particular golf course, as determined by that course.
Loft: The angle of the clubface from vertical.
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M
Match Play: This is a form of competition by holes. Each hole is worth one point no
matter how many strokes one player beats another by.
Medical Play: This is a form of competition decided by the overall number of strokes.
This may also be referred to as stroke play.
Mulligan: An extra shot which your opponent may allow you to take if you hit a really
bad first shot.
N
Nassau: A form of competition which breaks down the play into front nine, back nine
and overall 18 holes. A point is allowed for each nine and the total 18.
Nineteenth Hole: Another term for the clubhouse or in particular the bar at the
clubhouse.
O
Offset: A club with the head slightly behind the shaft.
Out-of-Bounds: The area outside of the golf course limits in which play is prohibited. If
you hit the ball out of bounds you must hit again from the same spot.
Over–clubbing: Using a club that will hit the ball further than necessary.
P
Par: The number of shots that are recommended to take to complete a hole (or 18
holes).
Penalty Stroke: An additional stroke which is added to a golfers score for violating the
rules.
Pin: This is the flagstick or the pole that is in the cup.
Pitch: A short high arcing shot that lands on the green and usually stops quickly.
Pitch and Run: The same as a pitch, but hit with a lesser lofted club which causes it to
roll further.
Pivot: The rotation of the shoulders, waist, and pelvis during the golf swing.
Playing through: The occurrence of slower players playing in front of faster players –
refers to allowing the faster players to move ahead of the slower group.
Preferred Lie: A lie that may be improved or preferred by a player.
Pro Shop: The golf course shop operated usually by the golf pro.
Provisional Ball: An additional ball which is hit in case the first ball cannot be found. If
the first ball is found, it is played. If the first ball is not found, the provisional must be
played and the player is penalised a penalty stroke.
Pull: A ball that is hit but fades away from the target; opposite of a fade.
Push: A ball that is pushed (or hit) slightly off target.
Putt: The shot that rolls across the green, hit with the putter.
Putter: The club with a flat face used to putt.
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Putting Green: The area around the hole that is specially prepared for putting.
…is a massive Putting Arena, where kids and adults, of all ages
are welcome to play ‘Putt-Putt’, otherwise known as ‘Mini-Golf’. Here, as you are
only putting, you use a Putter.
R
Range: This is the area where you go to practice. It usually has many stations to hit
practice shots.
VODACOM GOLF VILAGE: As far as ‘ranges’ go, we are the best Golf Practice
Facility in South Africa.
Reading the green: Determining which way the putt will curve based upon the slope of
the green.
Rough: The long grass area adjacent to the fairway. Normally you try to avoid the
rough.
Round: A full, complete 18 holes of golf. A round of golf is the playing of 18 holes.
Run: The distance the ball will travel along the ground after it lands.
S
Sandbagger: These are golfers who purposely tell others that they are worse golfers
than they really are in order to gain an edge in competition.
Sand-Trap: A Bunker; otherwise known as a sand hazard. These are areas that are
filled with sand and should be avoided.
Arabella Golf Course, Kleinmond.
In the centre you can see the massive sand-trap, known too as a ‘sand-hazard’,
but more commonly as a bunker. The long grass and beautiful trees
on the left and right form part of the rough, while the lighter, better cut grass
in the centre is the fairway. The white flag is better known as the ‘pin’,
and is placed in a cup on the green.
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Sand-Wedge: An iron normally used to hit the ball out of the sand. It can also be used
on short pitch shots.
Sandy: A player makes a sandy when he hits a shot out of the sand and sinks the
following putt.
Scratch golfer: A player who has a handicap of 0. This player will theoretically shoot
even par, or maybe even better sometimes.
Short-Game: The part of the game made up of chipping, putting and other shots
around the green.
Shotgun-Start: A method of starting play where players go to every tee box on the golf
course and hit their tee shots at the same time. Sometimes a horn is sounded to start
play.
Side: This is a term, which is interchangeable with the word "nine" as in front side which
means the front nine, or front nine holes. The back side is thus the back nine or last
nine holes!
Side-hill Lie: This refers to a lie when the ball is resting on a slope and the golfer's feet
are either above or below the ball.
Slice: A shot struck by a golfer which curves pretty severely from left to right or viceversa.
Starter: This is the person who is responsible for sending the groups of players off the
first tee. Usually the starter is located somewhere close to the first hole.
Stimpmeter: A device which is used to calibrate the speed of the greens. It is often
referred to as 'stimp'. A reading of 5 to 11 is the normal range with 5 being slow and 11
being extremely fast!
Stroke: This measures the difficulty of each hole on the golf course.
Sudden Death: This is a method of breaking a tied match by playing extra holes. The
first player to win a hole is the winner.
Summer Rules: Standard rules according to the rulebook.
Sweet Spot: The centre point of the face of the club. When you hit it here it feels really
good!
T
Take-away: This is what a golfer does when he/she starts the backswing.
Tee: The wooden or plastic peg used to hold the ball up for driving. It is also the term for
the area where play begins on a particular hole.
Texas-Wedge: A type of putter used from the edge of the green. It has a slightly bent
face.
Threesome: Three players playing in the same group commonly, known as a three-ball.
Tight fairway: An extremely narrow fairway.
Toe: This refers to the part of the club furthest from where it joins the shaft.
Trajectory: The flight path of the ball. If it goes way up in the air it is referred to a high
trajectory.
Turn: To start the back nine holes. To "make the turn" means you have finished the 1st
nine holes and are "turning" to the 2nd nine.
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U
Underclubbing: Using a club that does not provide enough distance to hit the ball to
the intended target.
Unplayable Lie: Where a ball lands, and it is almost impossible to play (Usually next to
a tree).
W
Waggle: The movement of the club-head just prior to the player taking a swing.
Water-Hazard: A pond, lake, or river on a golf course. This is where you lose most of
your golf balls if you’re not really good.
Wedge: An iron with a high loft used for short shots requiring a high trajectory.
Winter Rues: Local golf rules that permit the player to improve the lie of the ball due to
rain on the fairway, or water damage on the fairway. There may be additional winter
rules allowed, depending on the golf course condition.
Wood: A golf club, either wood or metal, which is used for shots requiring greater
distance.
Wormburner: Slang term for a shot which skims very low along the ground.
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