Lead the Way: Selling Private Club Memberships

Welcome to the Lead the Way video series with Landscapes Golf Management. In this episode, Eileen Lackovic, Membership Sales Director at Bull Valley Golf Club, shares her insights on best practices for selling private club memberships.

Listen First

From the very first email or phone call, prospective members often share valuable details about their interests, family, and priorities. Paying attention to these early conversations gives you the clues you need to tailor your approach throughout the sales process.

Be Authentic

Authenticity builds trust. People can quickly recognize when they’re speaking with a “salesperson.” By being genuine and true to yourself, you create real connections that lay the groundwork for long-term relationships.

Personalize the Tour

A site tour is an opportunity to go beyond the golf course. Introduce prospects to staff and members, and highlight amenities that align with their interests—whether that’s a wine club, business network, tennis, or pickleball. Helping them envision how their entire family will benefit strengthens the value proposition.

Practice Patience

Membership sales don’t always happen quickly. The process may take months—or even a year. A strong CRM system is essential for tracking conversations, interests, and touchpoints. When a prospect reconnects down the road, you’ll have the information needed to continue the conversation seamlessly and authentically.

Selling private club memberships is more than a transaction—it’s about cultivating meaningful relationships. By listening carefully, being authentic, personalizing the experience, and exercising patience, you can create lasting value for both the club and its members.