This page contains a Flash digital edition of a book.
If 37% of golfers don’t expect to pay full price for a product then these are the deals you use to satisfy these golfers.


By actively using in-store signage, along with email and social marketing that promotes these offers, you are creating retail promotions that technicall the brand is funding. These not only satisfy the deal-driven consumer, but also serve to re-enforce a positive price perception about your shop.


Can you still charge for your expertise with a deal? I know many golf professionals are inclined to give away the ‘Fitting Cost’ on


a purchase. However if you have built marketing and pricing strategy based on a ‘Fitting Fee’, then brand activity that stimulates demand is actually great for your business.


You always have cross-sell and up-sell opportunity Ideally the golfer who responds to the promotion is now engaged with


you or one of your staff in some sort of assessment and fitting process as part of the sale. Even if they’re after the deal, they still want improvement. If they’re buying a driver, you still have the opportunity to put the latest and greatest in their hands to show them just how much further they could hit it every time. You also still have the opportunity, in that engagement with the golfer, to


identify other improvements you can make. It might be coaching. It might be something as simple as upgrading their golf ball from budget to premium.


The value in a golfer to the green-grass is more than the transaction Finally, our budget golfer who invests in the deal has almost certainly


‘confirmed’ their commitment to the game. Over half of golfers who purchase a new equipment piece will play more golf in the next three months, which means additional consumable sales. The 30-45 minutes you spent with that golfer was an opportunity to


develop or strengthen your relationship and for you to gain greater insight into them as a golfer and a consumer. That’s future business for you and your golf facility.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48