Page 22 - GBC Fall 2018 Eng

market for a new set. If they are new to the game or are conducting business on the course, they could be in the market to patronize other areas of your facility like meeting spaces, F&B and similar corporate events. All of these can be called out on a hard-card the customer can be handed when they sign out a set.
Lastly, all of your demo, t cart and rental set availability/policies should be readily located on any facility website with an easy way for interested customers to connect.
EXIT/LIQUIDATION STRATEGIES
While some rentals, t cart and demo parts may be returnable, having a strategy in advance to liquidate at the end of cycle is key to maintaining a strong tting program.
Invariably, customers will ask to purchase the rental/demo the rst week of the season as it’s perceived to be a better deal, but this can pose challenges for staff. The best practice is to determine whether you will sell rental/demos to customers. If so, it’s wise to set a rmtargetdatewhendemoscanbe sold, typically late in the season after the key selling window is over or a new model is on the horizon.
Speci c to rental sets, a good practice is to advertise a year end price and take a paid deposit to reserve a set for pick up at year’s
“The same goes with rental sets. If guests visiting without clubs are willing to pay a rental fee of $40-$50/per use, they might be in the market for a new set.”
end. A great way to promote this is to include this offer in the sign-out form when the set is rented with all fee structures/deposits compared to the regular retail price to show value.
For those that prefer not to sell demo clubs to their direct customers, indirect markets like employees and non-golf suppliers are typically the best avenues for moving a good amount of demo product to and in some cases, rst access to these products can be a reward opportunity.
Online companies will send a representative to your property to purchase demo/rental product. While this might not be as lucrative, it is a fast and clean way to empty the cupboard at year’s end. If you have used the tools effectively, your full margin sales and rental fees should more than cover the hit onliquidatingdemo/rentalsinthis fashion.
DRIVE SALES
Your pro shop team can drive sales by promoting your tting carts, demo club eets and rental sets using the marketing strategies listed above. Golfers are ready to get t and grow your business.
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Golf Business Canada