I like walking the golf course with a caddie. I really don’t get to do so much anymore since not a lot of places employ caddies. Even rarer are the places that employ professional caddies (as opposed to some kid who will carry your bag but knows less about the course and golf than you do).
I was thinking about the differences a professional caddie can make and it dawned on me that some of the things I appreciate most about good caddies are the same things that can help transform a good business into a great business. Ironically, those things don’t include what is often cited as the caddie’s three jobs: show up, keep up and shut up. There are, however, a number of other things I’d like to point out.
First, great caddies are available. What I mean by that is that they keep up with you and are by your side when you need them to be. They also leave you alone when you don’t need them, as you chat with your golfing companions. Great businesses are available as well. You can reach someone 24/7, even if it’s only to get told “we hear you and someone will get back to you by 9am” and their website information is up to date and complete. Great businesses let you know they are available and they hear you.
A caddie is an epitome of combining service and convenience. That’s what your business needs to do as well. The convenience of someone buying online and the service of going to pick up the order at a special desk at your local retail outlet does that (and saves shipping charges as well as time).
Caddies are proactive. They have the right yardage figured out when you get to the ball and they hand you the right club for the shot. By the way, great caddies give you the club you need, not necessarily the club you want. After a few shots, they’re pretty good at assessing your game and understanding the best way to help you have a great round. Great businesses are the same – they’re proactive. They know their customers and have what they want before they ask for it.
Finally, the best caddies are fun people. They’re great to talk with, generally have a decent joke or two to tell, and help you to focus on your task at hand. They make it easy to have the best experience possible. Isn’t that exactly what great businesses do as well?
Consult Keith 