Everything has fallen into place for the on-course PGA Professional to “own” the retail equipment market. They now have the most important competitive advantage.     But some aren’t interested in retail   In some parts of the world, Professionals depend on retail revenue. In other regions, retail just isn’t important, other than as a service. That’s a mistake. If you approach a retail sale as more than a "transaction", then you win whether retail is important to you or not. If you approach it as the opportunity to create a relationship where you now become or reinforce your position as the "expert-guide" to the golfer, then you win in every way. You’ll make more retail revenue in the future, and you’ll have an advocate sending more golfers to you. Those of you with little interest in retail revenue will win as well, as long as you approach the sale as more than service: You’ll have a golfer who’ll play more golf, investing more in their journey. They’ll be more committed to you, the club, the game. You’ll likely have a golfer prepared to spend time and money on coaching. You’ll have a golfer who’ll see you as necessary to their relationship with their facility. They’ll speak highly of you with management or board members. In fact, you should keep a careful track of the golfers who see you as their "expert-guide". Do a good job of that, push that number, and you’ll be successful.     Subscribe   Legally Privileged Disclaimer Internet communications are not secure and therefore RetailTribe does not accept legal responsibility for the contents of this message. The information in this email and any attachment to it is confidential and is intended for the addressee only. Any unauthorised disclosure, use or dissemination of the contents in part or whole is prohibited. If you are not the intended recipient please return it to the sender and delete it. Any views or opinions presented are solely those of the author, and do not necessarily represent those of RetailTribe unless otherwise specifically stated. This email and attachments have been screened and are believed to be free from any virus. However, it is the responsibility of all recipients to ensure that they are virus free. This email was sent to you by RetailTribe. RetailTribe will not accept any liability for any damage caused by a virus. If you no longer want to receive this email, please unsubscribe here.