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.     Human skills set PGA Professionals apart   Before we took a diversion into equipment retail, we were investigating the human skills needed to be a good coach. We had described how Will Robins mentors golf coaches on how to use their human skills to conceptualize a vision, or opportunity, or potential future experience, that is very relevant to the consumer (golfer). When you’re engaged with a golfer around any skill or the potential for improvement a new piece of equipment might offer, you need to be able to conceptualize a vision of how that improvement will impact that golfer’s experience. You’re not selling equipment; you’re proposing an investment in a better experience. There’s an additional skill that’s then required.     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.