As a journalist in the club industry, I spend quite a bit of time cold calling front desk employees, in an attempt to score an interview with various club operators, managers and experts.
Sometimes, this experience is extremely off-putting. I’ll detail how my many conversations with front desk staff typically go:
Me: “Is the general manager or owner currently available?”
Front desk employee: “No.”
Me: “Do you know when he or she will be available?”
Front desk employee: “No.”
Me: “Is there a specific time that would be best for me to call back in order to reach him or her?”
Front desk employee: “They’re usually here at ____.”
Me: “Okay, thank you, I’ll call back then.”
This conversation is completely frustrating to me. I understand that many people are reluctant to talk to journalists. However, the majority of the time the front desk employee doesn’t even know that I’m a journalist. I could be anyone, including a prospect or a current member. By not asking what I’d like specifically, or offering to take a message, the front desk employee could be missing out on an important connection. Personally, when this happens to me, I don’t call back.
Bottom line — make sure your front desk employees are friendly, courteous and helpful. Their voices, and their voices alone, are relaying important information when a person calls your club. Make sure that information isn’t negative.
Try cold calling your club without notifying the front desk who you are right off the bat. Ask for a general manager or owner, and see what type of response you get.
Rachel Zabonick is the assistant editor for Club Solutions Magazine. She can be reached at rachel@clubsolutionsmagazine.com. Reach out to her about exciting events or programs your club has implemented, or to share the amazing accomplishments of a member.
