Creating a Sales-Driven Culture in Private Clubs: Breaking Down the Stigma

For years, private clubs have shied away from the term "sales," believing it to be too commercial or at odds with their exclusive reputation. But in today’s competitive landscape, avoiding a sales mindset isn’t just outdated—it can hinder a club’s long-term success.

The Elephant in the Room: Sales

Mention "sales training" to a membership director at most private clubs, and you might get a polite smile—or even some resistance. Many believe that club memberships shouldn’t need to be "sold" and that exclusivity should speak for itself. While that may have worked in the past, today’s market requires a more intentional approach.

The reality is that private clubs are competing for discretionary spending against luxury travel, high-end experiences, and other lifestyle investments that have embraced sophisticated sales strategies. Forward-thinking organizations like Arcis Golf have already adapted, incorporating "sales" directly into their membership director roles and leveraging modern sales techniques.

The Modern Membership Journey

Prospective members, even those coming through referrals, start their search online. They explore multiple clubs, compare offerings, and form opinions long before reaching out. This shift means membership directors need to be more proactive and strategic in their outreach.

Studies show that converting a membership lead often requires an average of 8 touchpoints, yet most membership directors only reach out once or twice. That gap represents countless missed opportunities to build relationships and welcome ideal new members.

The Cost of Avoiding Sales Culture

A passive approach to membership growth has real financial consequences. Research from Harvard Business Review found that companies that contact leads within an hour are nearly seven times more likely to have meaningful conversations than those that wait longer. In private clubs, where membership fees drive significant revenue, delayed responses or a lack of follow-up can directly impact the bottom line.

Building a Sales-Driven Culture Without Losing Club Identity

Embracing a sales-driven culture doesn’t mean becoming “salesy.” It’s about being intentional, strategic, and professional in how clubs engage with prospective members. Implementing a CRM system can help track and nurture leads, ensuring that no opportunity slips through the cracks.

Establishing clear follow-up protocols creates consistency, while well-crafted messaging and educational content provide prospects with the information they need to make informed decisions. Training membership directors in consultative sales techniques allow them to build relationships in a way that aligns with the club’s culture and values.

At its core, modern sales in a private club setting should feel like elevated hospitality—proactive, personalized, and structured.

Action Steps for Change

For clubs ready to modernize their approach, the first step is to clearly define the membership director role to include sales responsibilities and measurable goals. Investing in tools and technology can streamline the membership process, making it easier to track prospects and maintain engagement. Setting response time standards ensures that inquiries are addressed quickly, preventing potential members from losing interest or exploring other options. A structured follow-up process with multiple touch-points increases the likelihood of conversion, turning initial inquiries into lasting memberships. Ongoing training in relationship-based sales strategies helps membership directors refine their approach while establishing clear success metrics allows clubs to measure progress and continuously improve.

Adopting a professional sales approach doesn’t diminish a club’s prestige—it enhances it. By ensuring every prospect interaction is handled with the same level of care and excellence as the rest of the member experience, clubs can strengthen their community while securing long-term success.

The clubs that thrive in the future will not cling to old distinctions between membership and sales. Instead, they will seamlessly integrate professional sales strategies while maintaining the unique culture and exclusivity that make private clubs so special.