A very simple engagement with golfers, I’m sure you’d agree. What makes this so powerful is:
a) It allows the golfer to see a number and to aspire to improve it b) It allows the golfer to trial a change and see the potential improvement
c) It starts a conversation between the golfer and the expert (the assistant Professional in this case) around a measurable improvement that can be created for the golfer by the ‘expert’.
Activities such as these not only increase sales, they
improve margins We find some Professionals who think that this sort of engagement is ‘too
pushy’. In our experience most golfers enjoy tese opportunities. More importantly, the alternative is trying to find promotions and sales that only serve to compress your margins still further. These engagement events or sales opportunities not only give you the
opportunity to talk about improvement, before you talk about price and therefore protect margin, they also mean that you are going to recommend a solution that fits the needs of your customer. Surely the example above that allows the expert to recommend a solution to the golfer dependent on their equipment and performance is better than a discounted offer?
Now what can you do this season? If you’re a relationship retailer delivering value through your expertise then
you should think about creating engagements, like the one described above, once a week throughout the season. Do that and you’ll create hundreds of sales opportunities and your equipment (and coaching) revenues will increase.
Examples of engagement activities If you’d like to see some more examples of engagement activities that create sales opportunity then please visit
www.retailtribe.com/equipment.
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