Here Sarah explores the challenges faced by coaches in managing clients’ hopes and expectations…

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With the reported decline in players taking up the sport, we hold a pivotal role in not only introducing new golfers but also ensuring retention and progression of our new players to prevent this gradual decline.

One key area I try to focus upon is ensuring a clear and concise pathway of communication is provided from the initial meeting for any individual or group based situation.

Pre-coaching introduction

This pre-coaching introduction is vital and provides the chance to gain an insight into clients’ personality, attitude and expectations with the use of a series of structured questions in a relaxed environment.

Much can be learned from how the client responds and reacts during conversation and understanding what they want from the game, which as a coach we must not lose sight of.  It is vital to remember that the client will already have their own expectations mapped out either from previous experiences, advice given to them from current players, families or self-comparison from another experience or sport.

Many new golfers will model their improvement based on colleagues; this is an area that over the lesson structure will have to be addressed.

Let’s face it, golf is a truly unique sport; it is one of the most mentally demanding sports where a very small percentage of the time is actually devoted to hitting the ball.

The conditions are never the same and we have to deal with a multitude of external factors that inhibit our consistency.  I believe it is the timing of this and other information and how it is portrayed that is critical to our players’ development.  It is easy to forget how much information can be provided in one session that can easily lead to confusion and demotivation for the player.

Making clients feel valued

People’s expectation levels vary and it is a challenge to maintain these at realistic levels both during and post lesson.  Try following up your lesson with an email checking your clients’ progression so they feel you are genuinely Interested and valued.

With this issue in mind, I spoke to a client who possesses a very logical and organised approach.  She explained that after her initial lesson she totally changed her personal levels of expectation as a completely new player three years ago.

Prior to her initial lesson she “expected” to hit the ball most of the time, this quickly changed to striking the ball cleanly, which progressed to striking the ball cleanly more than 50% of the time.

Her subsequent expectations developed to hitting it straight, which then developed to requiring additional distance.  This adjustment was reflective of her personality and logical approach.

Some players may not automatically adopt this type of logic and could benefit from a greater depth of guidance.

In this case, through conversation and communication between lessons we provided a clearly structured model in which she progressed from playing a course of 885yds, 1200, 5300, 5600 through to her current course of 5,800yds.

We just have to be creative as coaches and be prepared to alter any preconceived ideas or expectations in order to work with our players.

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Sarah is a PGA of Great Britain & Ireland Class AA Professional, and Ladies European Tour player.

She is Head PGA Teaching Professional at Three Rivers Golf Course near Chelmsford, UK, and is one of the most experienced female golf professionals in the UK making extensive use of technology within all aspects of her coaching.

We caught 5 minutes with Sarah to find out a little more about how technology helps to boost and promote her coaching business…

Q. In which ways do you make use of technology in your day-to-day business?

I have a newly designed website which gives me the flexibility of online booking in conjunction with my old fashioned PGA diary!  I feel the initial step for any client when booking is vital to communicate with their chosen Professional, so I always add a human element together with the technology.  We can forget that booking a golf lesson for some is a big step, we can offer assistance and guidance making the customer feel at ease, which can’t be replicated solely with online booking.

This year I‘ve also finally become involved with Twitter and have a business Facebook page, which again helps me to communicate with my clients and other colleagues.

And then well, what can I say about the iPad!  I use it with a JC Video app, using the split screen function enabling clients to view specific changes.  The iPad is compatible with my newest edition of the Swingbyte 2, which is not currently available in the UK but I would recommend a look for sure when it launches.  My customers have really found the visual aspect of using the iPad beneficial.

Due to my most popular lesson duration it is not logistically possible to use the Casio EX high-speed camera but it is still a super piece of equipment at 1/1000 frames second.

I still make use of my notebook but now combine it with technology, including the PGA Swing Guru app.

Q. What’s been the biggest change in your use of technology?

Social Media has been my biggest advancement this year in really growing the different arms of my business, and I’ve received very encouraging feedback so far!

Q. What do you do to ensure you keep up with fast-moving technological advances within the industry?

I visit the PGA Golf Show in Orlando each year, which is amazing and so much of my research is done that week.  I attend the Demo Day and being a TPI Qualified and Plane Truth Instructor have access to the two of the best resources in the industry and the technological advances they use.

I also communicate with other instructors both in the UK and abroad, and keep up to date with social media experts who have really helped me to gain a greater understanding of the purpose of each platform and their uses.

I have a regular look at the apps that are available out there, especially the ones that can help me to reduce the volume of paperwork I have!

Q. How important do you think it is that pros ensure they keep up with the changing technological aspects of golf business?

I think for any professional businessperson it is vital to have an understanding and up to date knowledge of technological advancements, especially from a coaching perspective.  But what’s really important is having the skill to utilise each one in the most effective and suitable way for each different client.  I would certainly not use video with each pupil as this may not be fitting with their learning style, there is a danger to coach by “numbers” and not ball flight with the pupil becoming reliant on video.

I still think the best form of advertising is word of mouth and offering exceptional customer service, customers like to feel they are special, just because we all use and understand technology not all of my customers do so I need to make sure I allow for that.

Another tip is to make sure a professional’s use of new technology is carefully weighed up in this economic climate as unnecessary expenditure, or investment you might not get a proper return on, can harm the business without the correct research and calculation.

Q. What is your favourite piece of tech? [e.g. iPad, Casio, Twitter/social media]

I must admit without my iPad I could not email, video, use analysis apps, Tweet or check Facebook on the move!!  I like it so much I have just changed to the iPhone.  However, I do like a good discussion at the end of the day so it’s important to get the mix right!