FrontofshopFRONTOFSHOP
Increase your equipment sales in 2014
If you want to increase your equipment sales this year then almost certainly you want to increase the number of sales opportunities
Businesses know there is a relationship between sales
opportunities and revenue A soſtware business that provides technology solutions for retailers
knows that to make 1,000 sales in 2014, their sales force will need to make a much larger number of sales presentations. Depending on their rate of conversion (the percentage of these sales opportunities they can convert into actual sales), they will build plans to try and engage with enough potential customers to setup the required number of sales presentations.
“If our soſtware company has a conversion rate of one sale for every three sales presentations (sales opportunities), then to make 1,000 sales they will need to book 3,000 sales presentations.”
To increase sales, the soſtware company must either improve its
conversion rate or increase the number of sales opportunities it has. Businesses that depend on revenue will work very hard at both, understanding this dynamic and what it takes to get potential customers into a sales opportunity or presentation.
What does the green-grass retailer do to create more
potential sales? At a green-grass location, what do we do to create more equipment sales
opportunities? Think about your plan as we enter the season and review what you are doing to actually create more ‘sales presentations’ with golfers.
In many cases we have the product on display in the shop and hope
that a customer might want to upgrade their equipment and choose to support their Professional. Too many on-course retailers think that, coupled with an occasional demo day, it is enough. There is so much more that you can do without having to offer specials and discounts to entice golfers who have probably already decided to buy new equipment. There are ‘engagement activities’ you should plan for the duration of the season. An ‘engagement activity’ is a ‘sales opportunity’. An engagement activity is an activity that has the golfer, you - the expert - and the chosen equipment product being reviewed or used to assess what improvements the golfer can experience.
A simple engagement that sold wedges, premium golf
balls and lessons Engagement activities can be very, very simple. A Professional from Bal-
moral Woods Golf Club in Illinois sold 16 wedges, a number of short-game lesson programmes and upgraded several golfers from two-piece to pre- mium golf balls with a simple engagement activity. On a Saturday with golfers coming in for their regular weekly game, he set up a launch monitor and invited golfers to see how much spin and what launch angle they were generating with their wedges on a short 30 yard pitch shot. If their wedge was older with worn grooves, his assistant (who ran the
day for him) was instructed to give the golfer a new PING wedge and an- other chance to see what their numbers could be. In most cases the spin rate increased by over 50%. If the golfer had a newer wedge but was playing a two-piece golf ball, then
the assistant was ready to give them a second go with a premium golf ball. Again spin rates increased by as much as 50% and more. If the golfer’s tech- nique was poor then the assistant took their wedge and their ball, and per- formed the same 30 yard pitch shot to show what the numbers could be.
8 SGBGOLF
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