Do your customers ever request your personal involvement in their accounts? 
If this sounds familiar, then you're not alone. Many entrepreneurs find themselves in this situation, and one of the most effective ways to enhance the value of your business, and your own quality of life, is by empowering your employees to treat customers with the same level of care and expertise that you do. However, this is easier said than done. In this blog post, we will explore the inspiring journey of Ian Fraser, a former professional golfer turned business owner, who successfully cloned his expertise and built a thriving business by following a five-step approach. 
1. Master Your Craft on Someone Else’s Dime 
Ian Fraser's journey into entrepreneurship began with a deep passion for golf. He started playing at the age of 15 and rapidly became a scratch golfer. He dedicated eight years of his professional life to TaylorMade Europe, working in various club-fitting roles and collaborating with renowned golfers such as Colin Montgomerie, Gary Woodland, Eduardo Molinari, and Chris Wood. In his final role, Fraser designed and managed the TaylorMade Performance Lab at Scotland's renowned Turnberry golf resort. 
Despite considering himself "underpaid" during his time at TaylorMade, Fraser recognised the invaluable insights he was gaining would serve as a foundation for his own venture, TXG. 
2. Think Like Nobu 
Fraser drew inspiration from Nobu, the globally acclaimed five-star restaurant chain co-owned by Robert De Niro. The key takeaway from Nobu was that, regardless of the chef or location, diners always experienced a five-star meal. Fraser used this example to convey his vision to his team of club fitters. 
3. Hire for EQ, Not IQ 
Fraser aimed to create a customer-focused company that excelled in fitting golf clubs, rather than simply a golf-fitting business with decent customer service. Therefore, he prioritised Emotional Intelligence (EQ) over Intelligence Quotient (IQ) when hiring staff for TXG. Fraser believed that fitting a golf club could be taught, but being a good person was fundamental. 
He introduced a behavioral interview question that presented candidates with a scenario offering two choices: one benefiting the client and the other providing short-term gains for the company at the client's expense. Candidates who prioritised short-term profit over customer satisfaction were eliminated from consideration. 
4. Teach Your Employees Through Osmosis 
While most golf-fitting studios operated as private offices where a fitter worked individually with a player, Fraser took a different approach. He designed his location with three open-concept bays, positioning himself in the middle bay. This setup allowed his apprentices to overhear his client interactions and vice versa. Fraser believed that physical proximity to his employees accelerated their learning curve more effectively than any other method. 
5. Broadcast Your Expertise 
Fraser established a YouTube channel where he freely shared club-fitting advice. This channel gained a substantial following of 216,000 subscribers. Fraser understood that only a small percentage of his subscribers would visit TXG in person, but the channel solidified TXG's reputation as the world's premier club fitters. Moreover, it transformed his marketing strategy from an expense to a profit center, generating over $300,000 annually in advertising revenue, which was reinvested in growth. 
When questioned about divulging his "secret sauce" on YouTube, Fraser drew a parallel to celebrity chef Gordon Ramsay, who shares his recipes in cookbooks without diminishing the allure of his restaurants. 
By implementing an innovative hiring process and a creative teaching approach, Ian Fraser successfully expanded Tour Experience Golf (TXG) to a team of 14 employees, developed a YouTube fan base of over 200,000 subscribers, and generated revenue exceeding $3 million. In 2022, TXG was acquired by Club Champion, the largest club-fitting company worldwide, with over 100 locations. 
To discover how your company fares on the eight factors influencing its value, and to receive an action plan for improvement, consider completing the Value Builder Score questionnaire. It could be the next step toward enhancing your business's worth and ensuring it thrives in the long run. 

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