As a golf instructor, understanding what students prioritize when selecting a coach can help you refine your offerings, better connect with potential clients, and ultimately grow your business. We conducted a poll in 3 active golf communities to gather insights into what golfers truly care about when choosing an instructor. Here’s what we found, and how you can apply these insights to grow your business.
Testimonials - 31%
Location - 18%
Price - 15%
Other - 14% (word of mouth referrals, teaching style)
Playing Ability - 11%
Accomplishments - 10%
1. Testimonials and Social Proof: Building Trust
Golfers today are looking for trust before making an investment in lessons. Our poll showed that 31% of respondents ranked testimonials as the most critical factor in choosing an instructor. In an industry where word-of-mouth is still king, it’s not enough to simply be good at what you do. You need to actively showcase your success stories.
If you're not already showcasing positive reviews or success stories from past students, now is the time to start. Authentic, genuine feedback from real clients can significantly boost your credibility.
Feedback from players highlighted that finding an instructor with a proven track record is key. As one golfer mentioned, the ability to see tangible improvements over time made them feel confident in recommending their instructor to others. On the topic of testimonials, some respondents mentioned that referrals played a big role in choosing a coach. Referrals are essentially the word-of-mouth version of a testimonial.
Not convinced of the importance of testimonials? A 2023 local consumer review survey conducted by BrightLocal, a marketing agency that specializes in local businesses, found that 76% of consumers regularly browse online reviews for local businesses. Interestingly enough, another study by Capital One found that 31% of consumers used reviews to gather product information. In addition, using customer testimonials regularly can generate approximately 62% more revenue (How to Use Customer Testimonials to Generate 62% More Revenue | BigCommerce).
Actionable Tips:
Showcase Success Stories: Collect testimonials from students who have achieved notable improvements. Be specific in the results you helped them achieve—whether it’s lowering a handicap, mastering swing mechanics, or breaking a scoring milestone.
2. Convenience and Location: Accessibility is Key
The second most important factor that came up repeatedly in discussions was location, with 18% of golfers listing it as a top consideration. Golfers prefer an instructor who is nearby or offers flexibility in terms of location. For instance, a golfer noted that they might not be willing to drive 45 minutes to an hour for a lesson, but if a qualified instructor was available closer to home, they would sign up in a heartbeat.
Actionable Tips:
Expand Your Reach: Clearly mention your teaching location(s) in your marketing materials. If you work at multiple venues or offer flexible options, be sure to emphasize this to attract a broader range of clients.
3. Balancing Price with Value
Price, while often thought to be a critical factor, was only the third most important consideration (15% of votes). Golfers understand the value of a good coach and are willing to pay for quality if they see the results. Interestingly, the conversation around price revealed that many golfers wouldn’t know the difference between a $100 and $200 lesson based solely on the price tag. It would be assumed that a $200 lesson would be better, but it wasn't clear on how.
One common concern voiced was the ability of an instructor to offer personalized coaching rather than one-size-fits-all techniques. Several golfers shared stories of instructors who were too focused on general lessons rather than addressing individual needs. Golfers are looking for that personal touch, where the instructor adapts to their unique strengths and weaknesses.
This means it's your job to effectively communicate the added value and differentiation of your service, regardless of your price point. This can tie back into your public testimonials.
Actionable Tips:
Transparent Pricing: Ensure that your pricing structure clearly explains the added value. Break down the benefits of each service offering—such as access to technology like Trackman, video feedback, or extended lesson time.
Customized Instruction Plans: Offer personalized lesson plans based on each student's goals, whether it’s breaking 90, fixing a specific part of their swing, or improving their short game.
4. Playing Ability and Credentials
Of the options provided, playing ability (11%) and accomplishments (10%) mattered the least when choosing an instructor. That's not to say it doesn't matter at all, as some golfers want to know that their instructor has the skills and experience to back up their coaching. Whether it’s playing at a high level themselves or holding prestigious certifications, these factors can sway a golfer’s decision.
Highlighting your achievements or certifications could tip the scales in your favor for prospective clients. The good news is that you don't have to be the best player in town to get the eyes of the market.
Actionable Tips:
Highlight Your Accomplishments: Make sure your website and social media profiles emphasize your achievements, whether it’s your own playing credentials, coaching certifications, or notable past students.
Focus on Continued Education: Showcase any recent training or certifications that prove you are staying current with the latest coaching techniques and technologies. We asked award winning professionals “What’s one thing you would tell your younger self?”, nearly all responded with something to the effect of “continue to make time for personal development”.
5. The Importance of Communication Style
Comments from the golf community highlighted the importance of communication. Golfers want an instructor who listens and doesn’t push drastic changes unless necessary. One golfer shared their experience of an instructor who insisted on completely overhauling their swing, which wasn’t what they were looking for.
Actionable Tips:
Active Listening: Pay close attention to what your students are asking for. Not every student wants a complete overhaul—some are simply looking for small, manageable tweaks, or to get their game back on track. Understand what their goals are.
Tailored Feedback: Focus on building trust through clear, constructive communication. Let your students know why you’re suggesting certain changes and how it will benefit them in the long term.
Conclusion: Align Your Offerings with Golfer Preferences
By understanding what golfers prioritize when selecting an instructor, you can align your services to meet their needs and exceed their expectations. Testimonials, location, value for money, credentials, and communication style are all key factors that golfers consider when deciding who they want to work with. Tailoring your offerings to these preferences can help you attract more clients and build a more successful coaching business.
If you want to learn more about how to make your instruction business stand out, book a free 30 minute strategy session with us!