Page 42 - GBC fall 2015

A perfect example is espresso machines. A retailer had two espresso machines for sale and usually they sold the cheapest model. They decided to introduce a third unit that was much more expensive and suddenly sales of the middle unit took off. This is why retailers put the most expensive refrigerators first in their line-up so customers can see what is available and make a better decision.
This same rule applies to your golf clubs and apparel. Put the most expensive items up front so customers can see and feel the products. When a client asks to see your drivers, always show them the most expensive first.
In your restaurant, look at your wine list. In what order do you have your wines listed? Most restaurants have the cheapest wines listed first. This is a significant error. You should always have your most expensive wines listed first. You will increase the bar bill and your overall revenue. It is that easy.
dOWN SELLING ANd TOURNAMENTS
Now comes the hard the part. A client comes in to talk about a tournament. Our natural tendency is to think that price is the only criteria for this client. Granted, they will talk about how important price is, but it is value and an exceptional experience they are really looking for.
“You must be in control of the negotiation and you do this by starting with your very best package. “
Given our natural fear of price, most salespeople will offer one of their lower priced packages with minimal features and benefits. If the client wants more for his tournament, they will try to upsell you on more features but at the same price. This is a client’s negotiating approach and it works quite well. Most golf course salespeople give away too much to get the tournament. The reason they give up too much is because they started too low.
This is where the down sell technique shines. Offer the client your platinum package with all the bells and whistles and a big price. He will baulk at the price and then you can make a concession on price by giving up features and benefits. The client will feel obligated to give a concession in return and will buy at a higher price with the right benefits for his tournament.
You must be in control of the negotiation and you do this by starting with your very best package. The customer now knows exactly what is available and can pick and choose those things he wants and you negotiate on price and benefits rather than settling on a low price and giving back extras to the customer to keep the business.
This is an interesting twist to the sales process but it works and the research is clear: “Go Big or Go Home!”
YOU ARE IN CONTROL
So, what does this mean for your course? It is simple. Whoever your niche market may be and whatever your course’s shtick is you must, must, must offer variety.
Happen to specialize in craft beers? Provide take-home koozies for the upsell or add another high- end beer to your stock for the down sell. Guaranteed next to the 12-dollar stout, that 9-dollar IPA won’t look half as pricey.
Here’s another example: start introducing more variety in mem- berships. Create a membership for weekdays only and add in week- ends for an additional price. Or trythrowinga5pmto9pm membership in the mix. If you start by trying to sell a full membership to a 20-something year old and finish off with the 5 – 9 version, the latter of the two will look like a steal.
The key to remember is that you need to be in control of the sales process. You are in control when you ask and you are in control when you choose to showcase your best products first. Both of these are simply a choice so it is up to you to make the right choice.
Golf Business Canada
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Golf Business Canada