Page 50 - GBC summer 2016

The reality is that the main competition for pro shop dollars comes from non-green grass retailers. So, what are some of the most effective ways for a golf course operator to differentiate themselves from larger non-green grass golf retailers? Here are three key concepts that can help your pro shop compete:
Challenges
Historically, demo days do not always produce sales on the spot, but open the discussion for further testing and vetting customers for further fitting.
Demo Days can become crowded, hectic and can create a less than desirable sales environment, especially if there is not sufficient staff on-hand to service all guests present. Are there solutions to minimizing these challenges?
FITTING DAYS
Overview
Fitting Days are structured, appoint- ment based events with the customer working 1 on 1 with a fitter. Typically fitters will offer 30 or 60-minute appointments, depending on how many facets of the bag a customer is looking to be fit for.
Benefit
As the fitter’s sole focus is the customer in front of them, the service level goes up dramatically, as does the average sale price.
Typically, this is a committed customer and the mindset is more of an effort to ensure that the customer gets the right clubs for their game, than an effort to inspire an emotional, spur of the moment purchase. This is all about building value and long-term relationships.
Challenges
The largest challenge is organizing and filling the schedule, assuming you have the event booked on a date where your customers can make arrangements to be present.
Occasionally, if a date is not booked to a satisfactory level in advance, a vendor may need to cancel the event and look to re-book. It is also smart to vet consumers in advance to ensure that the booked customers are your best bets to be serious customers.
Weather can be a factor, so it is always wise to have a rainout date as a contingency plan.
PROMOTE EARLY AND OFTEN
Like any other event at your facility, getting the word out early and often is vital to building a successful day. Email, social media postings, and website updates are becoming the vehicle to drive messaging behind events.
The best practice is to send electronic invites or postings a month in advance, again two weeks out, 4 days before, 1 day before and day after depending on the size of the event.
Don’t be afraid to send targeted messages directly to existing customers you have a feeling that may be in the market. A walk through the bag storage room might inspire a list of those that are “due” for a tech up-grade.
Print signage in uncommon spaces is another tip for successful promotion. Posters advertising an event are standard issue, but often are not posted in the right location or early enough in advance to make customers aware of the event.
Rather than solely posting in the golf shop or locker-room, consider some unconventional areas that
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Benefits of demo days and fitting days, and difference between the two
How to promote demo and fitting days
How to realize real ROI on demo and fitting days
DEMO DAYS
Overview
Demo Days are your standard come one, come all walk-up events where consumers have the opportunity to try out the latest products, with a little bit of assistance from a vendor representative.
Benefit
As it is an unstructured day with no limit on number of guests, potential guests on-site should be much greater than a fitting date. Frequently these dates are arranged with multiple vendors in attendance, so guests can test out multiple options from multiple vendors in an informal atmosphere.
50 Golf Business Canada