“A person’s name is to him or her, the sweetest and most important sound in any language.”
-Dale Carnegie
Part of the private club experience is the connection that develops between members and club staff. A warm familiar greeting every time they walk through the door is something members expect—and deserve. It is the very first step in providing a personalized member experience. But how can club staff train themselves to remember 300 or 700 or even 1,000 names?
Club members often ask, “How do you remember my name?” It’s a club manager’s job to know members’ names and even those of their guests to some extent. Both managers and club staff should take the extra time to acquaint themselves with each member. Ensure that you’re attentive every time you meet someone new. Try to ask how to spell someone’s name to help remember it. Try to repeat it in conversation, and, as soon as you can, write down notes and impressions to help provide a reference for future encounters. Then, find a way to follow up and address the member by name again during another meeting.
Here are a few tips to help:
Use the Tools Available
Look at the Tee Sheet or Reservation Sheet every day before going out to meet members. The more familiar you are with a name (and the more times you see it), the easier it is to remember. Review the Tee Sheet every morning when you arrive, so you know who will be on the property that day. Always make an effort to go over and greet new members and those who are helping with projects or member recruitment.
Before club functions, always review a copy of the reservation sheet, so you are prepared to walk through the room and greet everyone by name. Even if you draw a blank on a particular member, because you’re familiar with the attendee list, you can usually use contextual clues to figure out who’s who.
In private clubs, managers and staff often have access to rosters (sometimes even with photos) and Point of Sale (POS) systems that can store member headshots—both of which are useful when learning member names and faces. Ask the Membership Department to post memos announcing new members (with photos) in bus station areas that staff can peruse as they wait, and ensure that each staff member receives a copy of the newsletter so they can read photo captions to help associate names and faces. Using these tools will help build face and name recognition.
Be Prepared
When meeting a new person or a group of people, focus on the meeting and be prepared to greet a new acquaintance. Take a minute to become aware of your surroundings. Think about where you are, what is happening around you, and the purpose of the meeting. Look people in the eye when you shake their hands and smile. Be enthusiastic about greeting them and genuinely show appreciation for the opportunity to make their acquaintance. Repeat their name after you introduce yourself, and, if it’s an unusual name, ask them to spell it. Pretend to see it written out in your mind (particularly if you are a visual learner). Take a mental note of something significant about them, whether it’s their look or build, or something they’re wearing or doing. Putting them in context with what they’re doing when you meet will help you remember them.
Develop and Maintain a Member List
As soon as you meet someone for the first time, write down their name and details about them that might help you remember them the next time you meet.
In reality, you don’t need an actual database to keep track of the people you meet. If you’re an outside golf services representative or a dining room server, your “database” may be in the form of a small notebook that fits in your back pocket. Whenever you meet members for the first time, jot down their names, their member numbers, what time they’re playing golf, etc. Also take note of the people with whom they’re playing and anything significant you identify about them or their preferences. If you’re a membership director, you might find it more efficient to use a cloud-based CRM database that can sync to your phone and iPad—letting you make notes on members and prospects from anywhere. Whatever method you use to keep track, the most important thing is that you use it.
Pay Attention to Each Individual
The best way to remember people’s names is by getting to know them. Some members of club management staff may have the opportunity to arrange opportunities to connect with members over a cup of coffee, a round of golf or lunch. Club service staff can try to remember specific characteristics of each member, based on their habits or preferences. Maybe one member likes their tea in a specific, memorable way or another member always comes to the club for lunch on Thursdays.
Try to get to know each member personally. Remembering unique traits or habits can help build a mental picture of who each member is—making their names easier to remember. In the club business, sometimes encouraging good member-staff relations is just about winning the membership over, one member at a time.
Follow Up
After meeting a member initially, it’s important to identify the best way to follow up in order to build a relationship, not just make a one-time introduction. This step requires good judgment and creativity. Managers can drop a personal note to them in the mail or send them a piece of particular interest to them. For example, if a member is coming into town for a couple months, and his children are interested in history and culture, send them a community guide to educational youth summer activities in the area. Even though it may be a small gesture, it shows the member that you care about him and his family.
Sometimes, a follow up can be as simple as a waiter initiating a round of introductions at a member’s table, and then reinforcing the introduction by addressing each member or guest by name when asking for orders. Repeating the process throughout a meal can go a long way toward developing mental recall of names based upon facial recognition. The next time those members come in, greeting them by name can help make them feel special and help you develop a strong, positive service relationship with each member who walks through the door.
Remembering member names is often about more than simple name recognition; it’s about establishing a connection with each individual you meet. Members are people, and each one is unique. Learning members’ preferences and personalities can help you build relationships—ensuring you never forget a face or the name that goes with it.
Rachel Carter is the member services director for Monterey Peninsula Country Club in Pebble Beach, California. She is the president of the Private Club Marketing Association for the Greater San Francisco Bay Area and a 14-year veteran in private clubs.