Page 48 - GBC summer 2016

Cam Jacobs
Cam is the Experiential Manager for TaylorMade Golf and heads up the TaylorMade Tuned Performance Department. Cam can be reached at cameron.jacobs@tmag.com or follow him on Twitter @TMaG_CJ.
If you were to tell the average golf retail shop that upwards of 200 dedicated golfers were coming to their property in groups of four, and that they would know their names in advance, exactly what time they were showing up, and they will be onsite for about 4-5 hours, their jaw would hit the floor! This is the retail opportunity for most golf courses every day of the season...
3 KEYS TO DRIVE SALES
Golf course owners and operators have a constant flow of golfers, and potential customers that visit their facilities daily. They also have the ability to provide unique and specialized customer service, because they know their golfers.
The
Differentiate Yourself with Fitting/Demo Days
The main point of separation some courses overlook, is that their players are in an environment where they are participating in the sport, and if service matches their needs, they will build a deeper attachment to your property, and open up sales opportunities.
Very few serious golf purchases are made because of having the lowest price. Trends show golfers of all abilities are primarily looking for better performance and service through custom fitting, with price being secondary. For custom fitting, there are two main areas of focus to maximize sales and service: pro shop managed, including fitting carts, demo club fleets and rentals as a trial generator; and vendor managed, including demo and fitting days as events to build buzz at a facility.
48 Golf Business Canada