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.
 
 
Don’t leave it to the equipment to inspire
 
'Listening' and 'empathy' are human skills that allow you to understand the golfer in front of you better. 'Awareness' and 'foresight' are human skills that give you a better understanding of how you might positively impact or improve that golfer’s experience. 

'Conceptualization’ is the ability to translate that
understanding or thought into a vision that you can express in words. Can you paint the picture of a journey or a required movement with
a description?

Now you need to be able to use ‘persuasion’ or ‘inspiration’ to motivate the golfer to start on their personal journey. And you’ll need those two skills to encourage and continue to motivate them along the way.

One of the reasons we love skills challenges or benchmarking, or pop-up events on the golf course, is that they can be designed to make conceptualization and inspiration easier. They can be designed so the golfer can SEE with their own eyes the opportunity for improvement and then, internally themselves, translate that into the inspiration: the desire for the experience that improvement will bring.

Sometimes designing self-discovery into your equipment, retail or coaching marketing efforts is the best way of converting opportunity into revenue.
 
 

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