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Frontofshop Professional storytellers


Clear messages to customers, promoted in the pro shop, clubhouse and via digital media, are critical for club professionals, but as Ian James, chief executive of RetailTribe, writes, this needs to be combined with a dose of storytelling


S


till, in this digital age, storytelling remains


a professional’s best marketing tool. Telling stories that highlight the IMPACT you have made to a golfer’s performance is very powerful. That is why we advocate using the digital format of email, social networks and websites. You can tell stories here without obviously promoting a professional’s self and the diff erence they have made. Richard Woodhouse at


KDV Sport Academy of Golf in Brisbane does this very well. I recently received an email from Richard telling the story of his fi rst try out with the new Titleist 913 driver in his fi tting studio. He explained how they had received the equipment ahead of release (nice touch, showing he is ahead of the curve). He then tracked a test fi tting with a good golfer, showing how the new product added distance. Finally, in a nice twist, he described how they took the previously fi tted shaft out of the golfer’s existing 910 and put it together with the head of the 913 (showing his intimate knowledge of custom fi tting and the product opportunity). He reported how this golfer increased average driving distance by 25 yards. What a great illustration of how the club professional can combine expertise with the latest equipment technology to improve a customer’s performance on the golf course.


8 SGBGOLF


GREAT STORYLINE: The improved perfor- mance golfers derive from new products such as the Titleist 913 drivers makes the basis of a great anecdotal sales story


the ‘Complete Equipment Solution’ promotion. I increased iron sales by over 50% in July. Just as importantly, it re-enforces my unique proposition to golfers: I’m bringing equipment sales back to the green-grass where they belong.” Too often I hear


professionals claiming they Promoting


added value Every customer that reads Richard’s stories, week after week, is being indoctrinated to understand that with Richard you get better performance from your equipment. Craig Stickling, Golf Director at Ebotse Links is another advocate. “My members love


don’t have time to tell these stories. Please make time. Done correctly it will deliver improved commercial results. It is also important for the ‘profession’ that more golfers appreciate the value added by a PGA professional. The vendors and manufacturers need it, because improved performance among customers will always lead to more sales. Ultimately, the more golfers we have playing better golf, the better off the pro shops and golf clubs will be. www.retailtribe.com


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