Foremost Golf’s Business Development Consultant, Steve Bird, explains five key retail tips to maximise short game sales.
If you don’t tell them, how will they know?
I have noticed a number of shops become ‘destination stores’ for short game hardware and fittings over the last couple of years, purely because they focussed on telling people about these services. Very few of them have specialist technology out of the ordinary, they just positioned themselves as short game experts. Conversely, others that have fantastic knowledge and facilities do not go out of their way to publicise them, which shows as a direct correlation in wedge and putter sales.
Make sure you have an impressive, informative website and are doing regular newsletter articles, videos, customer testimonials and social media posts to ensure that when golfers think about short game, they think about you. An integrated online booking system makes it far easier for any interest to result in immediate lesson or fitting appointments.
Make an impressive feature of short game hardware in-store, rather than a token wedge and putter stand. These items are now significant purchases, so deserve an appropriate amount of floor space and attention. Use informative signage and ideally a screen that scrolls through products and key short game services offered. Staff should be trained so that when they see customers taking an interest in the display, it is their cue to engage with the customer, covertly find out their needs and develop a sales opportunity or a booking in the diary.
Make more of gapping sessions
With pitching wedges being such strong lofts these days, most golfers need multiple specialist wedges in the bag. Nothing proves this point more than a gapping session with you on a launch monitor, however I do not see enough focus on promoting this key service.
You could offer a free/reduced-price session for everybody that purchases a set of irons, put on a dedicated event with limited spaces, or simply target golfers if you identify insufficient equipment. You could offer a small Multi-Buy deal to encourage the purchase of 2 or more wedges. Give customers either a physical or digital summary of their yardages to take away (ideally personalised with your
logo and web address, so they / their golfing partners are regularly reminded of your business).
Host short game talks / clinics / webinars
The more you can position you and your team as experts, the better. These events will directly result in more curiosity, engagement, enquiries and sales. Plan them in a marketing calendar so it commits you to doing them and you have time to adequately prepare, publicise the event and book appointments. Involve as many staff as possible so the whole team feel empowered and you avoid customers coming in and just asking for one person.
These events can prove very popular, so make sure your booking system has a reserve list or the ability to register interest if all appointments have been booked. This provides an excellent reason to host another event, follow up with those customers or increase the number of appointments. The bottom line – don’t let them go elsewhere! GR
Foremost Golf provides an ‘Education & training’ service to support all its members. For more info please visit: grip.foremostgolf.com