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12 Dec 2017 admin

Three Questions That Capture Your Customer’s Attention

By Stu Schlackman USGTF Contributing Writer Richardson, Texas

Editor’s note: As golf teaching professionals, we are also in the sales business. This article, while not specifically written for teaching professionals, is pertinent to our profession and provides valuable guidance for furthering your business.

You may be asking yourself, “Why didn’t I get the follow-up meeting with that recent prospect?” You asked all the right questions and got the answers you needed to qualify them. You had their budget, knew their goals and needs, and their time frame to make the decision. You knew who the decision maker was, were keenly aware of your competitors that were in play, and felt that you had the perfect solution to meet their needs.

So why didn’t it work out?

Unfortunately, this happens to many sales professionals, yet only one will earn the customer’s business. While you may be asking good questions, you may not be asking the right questions. You want to ask the type of questions that make the customer take notice of who you are and what you have to offer. What makes them pay attention to you? What are the questions that get the customer to say, “Tell me more”?

Customers get bored when you ask the basic surface questions. These are the questions that you need to have answered to better understand the customer’s situation and so that your solution can be positioned to meet the customer’s needs. Customers already know their situation. They want to know what makes you different from the pack, and how you can help them in a way that provides value that no one else can deliver. And remember, the last thing your prospects want on a first appointment is a presentation! This meeting is not about you and what you offer. It should be all about your customer and how you can help them meet and exceed their needs and achieve their goals and objectives. Customers want the conversation to be all about them. In other words, let them talk – you should be listening!

So what are the questions you should ask? Think about it this way: customers engage best when they are asked specific c and targeted questions that pique their interest and highlight the consequences of unsolved issues. There are three critical types of questions you need to ask to build momentum and ensure that you get the next meeting:

What are the issues? To build the critical trusting relationship, you need to understand what’s really going on. Ask them, “What issues are you facing that most need to be resolved?” Do not start by asking what type of solution they are looking for or how much they will spend; instead, aim to learn where they are experiencing pain. How bad is the pain and how long has it been going on? The best sales people dig deep when it comes to understanding customer issues. You can further understand the pain by asking “why” questions. When you ask “why,” you’re bringing the customer into the past which allows them to elaborate on what happened in the first place.

What is the cause? Ask them, “How long have you been having this issue? Is it getting better or worse? Do you have any thoughts on why?” These probing questions will demonstrate that you are truly interested in understanding their situation to the fullest extent. It means that you are building credibility with the customer and showing them that you care. This approach takes the conversation to a better level of understanding and often they will even discover something they hadn’t seen before. Helping your customers understand the cause of their issue helps you understand which solutions to offer – when appropriate – and helps them to think through the situation.

What is the impact? Impact questions help to create a sense of urgency about the issue. Now that you more fully understand the problem and how it was caused, it’s time to talk about the possible impact on the business. Ask them, “How do you think this issue is having an impact on productivity, customer service, revenues or operating expenses?” When you can help them understand the impact, they are one step closer to taking action in your direction. When the customer sees the impact of their issues in multiple areas, we can start to craft a viable solution. You can start to help them see the future in a positive light by asking “what” questions. “What” questions focus on the possibilities. Now you can work with customer as a partner since you have a solid understanding of their issues, how they came about and how their impacting the business.

Good selling is all about going below the surface by asking thoughtful, probing questions that help to uncover the key issues, the root causes, and finally the impact that their most painful issues can have on their business. As the saying goes, “If you ask better questions, you’ll get better answers.” The best sales professionals have great skill in asking the more significant thought-provoking questions that make a difference in the customer dialogue.

Prepare to ask questions that your customers will pay attention to and you will be much closer to building the kind of relationships that will lead to more closed sales. Good selling!

About the Author: Stu Schlackman is a sales expert, accomplished speaker and the author of Four People You Should Know and Don’t Just Stand There, Sell Something. With over 25 years of success in the sales landscape, Stu provides his clients and audiences with the wisdom, techniques and practical advice to compete and win in business and in life. For more information about Stu, please visit www.StuSchlackman.com.

8 Dec 2017 admin

Golf’s Five Major Body Problem Areas

By Bert Jones USGTF Certified Golf Teaching Professional® Loomis, California

It is critical that golf instructors understand the five major body problem areas to prevent golf injuries, and be able to identify swing characteristics that can cause those injuries. The five areas that we will briefly y discuss in this article are the lower back, wrists, shoulder complex, elbow and hips.

Consider this: A golfer exerts a compressive force of eight times their weight on the lower back with each swing. So, if you weigh 200 pounds, you exert a compressive force of 1,600 pounds on your lower back each time you swing. Compare that to running, which is considered a high-impact sport that normally produces a compression force of three to four times the body weight. Lower back injuries account for 36% of all golf injuries. Ouch!

Posture is a critical component of the golf setup and we should be on the lookout for incorrect posture such as C and S posture. C posture occurs when the shoulders and the thoracic spine (12 vertebrae in the upper back) are slumped forward at address. Take note of the round back, thus the descriptor – C posture. It is important because it leads to poor spine rotation, which in turn limits the ability to make a good backswing. S posture is characterized by excessive arch in the player’s lower back at setup. The player is literally sticking their tailbone out to create an S curvature of the spine, which places the body out of position on the downswing and will affect the swing sequencing. S posture is caused by a combination of tight hip flexors and a tight lower back paired with weak abs and glutes, whereas C posture is caused by weak deep-neck flexors and low/mid traps paired with tight upper trapezius and pectoralis major and minor muscles. Statistically, 64.3% of amateur golfers lose their posture, and yes, the same amount early extend. Approximately two-thirds of those tested at the Titleist Performance Institute showed signs of posture breakdown: 25.3% had S Posture and 33.1% had C posture.

The wrists are a delicate part of the body that can be injured most often when a player hits a fat shot. Strengthening the wrists is critical to the golf swing to prevent loss of clubhead speed and prevent further injury. Once the wrists are injured, each and every swing will send vibrations down the shaft to the wrists, which slows the healing process. A wrist flexion and extension test can measure how much the player can fl ex their wrist downward or upward. We would like to see a flex of 60+ degrees of mobility. You can use a 6-iron (which has a lie angle of approximately 60 degrees) as tool to measure the player’s ability to fl ex the wrist. Use the angle of the iron to measure the angle of flex. Anything less than 60 degrees is a sign of boney and/or muscle mechanic problems. Common swing faults associated with this limitation are casting and over the top.

Let’s move on to the shoulder complex, where we see 75% of the injuries are to the lead shoulder. Very large ranges of motion in swing plane create an unstable joint that relies on soft tissue for stability. There are 20 muscles in the shoulder complex that deserve attention to avoid muscle imbalances. Poor flexibility leads to reverse spine angle, loss of posture, a flat shoulder plane and or early extension.

The elbow is also an area that creates problems for golfers. Causes include gripping the club too tightly, or altering the grip during the swing, which generates excessive forearm musculature forces. Swing flaws to watch for: The chicken-wing on the follow-through and early casting of the club in the downswing can cause tissue damage. It must be identified and corrected.

The last major problem area is the hips. We all know that hip rotation is essential to produce an efficient golf swing. Lack of rotation is caused by poor strength and flexibility conditioning, which can exert unnatural forces to produce a technically inefficient golf swing. Asking the hips to move with additional force to produce greater clubhead speed will stress the muscles, ligaments, tendons and joints. A seated trunk rotation test will help you identify thoracic spine, muscular and myofascial as well as cervical spine mobility restrictions.

Please Google the different tests listed in this article on YouTube for fuller explanation, and suggested exercises to enhance the golf swing.