FrontofshopFRONTOFSHOP
Focusing on Equipment
If you’re looking to sell more golf equipment to your golfers then there are two numbers you should be very focused on writes Retail Tribe’s Ian James
The number of golfers in your circle Irrespective of how many members you have or whether you’re
at a fee-paying facility, there are a number of golfers who feel they have a personal relationship with you.
The number of golfers who think a fitting is very important
Of the golfers who can get to your shop or operation, how many
believe that a fitting is absolutely mandatory when they’re buying any new equipment? Do you know that number? If you don’t, then find it out using a combination of online and on-course surveys.
I emphasise the personal because one of the key advantages you
have over the big-box retailer is your size. While their large size gives them the ability to offer a wider range, to buy close outs and run deals, and of course to get all sorts of off-invoice benefits, they almost completely fail to connect with the customer as person. You have fewer customers, but they come through your facility
much more often. You can know most by name, but certainly they can all know your name. They also know that should they wish, they can get time with their expert. It’s your job to build that customer number. Your database may
be huge, but what’s the number of golfers who think they’re in a personal relationship with you and your staff? So what are you doing over the next three months to grow
that number? 26 SGBGOLF
If a golfer believes they should have a fitting before buying equipment then, assuming you offer that service, they are almost certainly going to buy their golf equipment from you. If the answer is a ‘maybe’ or ‘no’, then there’s a good chance
they’re going to buy elsewhere or from whoever gives them the best price.
Exploiting your advantage If a golfer who says “No” to a fitting is someone who you have a
personal relationship with, then call them and invite them to an assessment. Your personal relationship allows that. You don’t have to “sell” to them, but do try and influence their opinion about a fitting.
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