I find that the best ideas have already been invented by a PGA Professional somewhere.
 
 
If you have a Pro Shop, have you been to Haggin Oaks in Sacramento, northern California?

If you haven’t, then, wherever you’re based in the world, reach out to the Morton family, and ask if you can visit. One of the most important days in my personal development in the golf industry was spent with
Ken Morton, Sr. (and his sons) learning about the Haggin Oaks
retail operation.
 
 
Ken Morton, Sr.
The nicest, humblest, but greatest retailer in our industry.
 
This is large scale. A huge selection. Sales you wouldn’t dream were possible from a golf course Pro Shop.

But as large scale, as it is, this business has been built one customer, one relationship at a time. And then, the relationship is nurtured.

It’s not an “if I see you again” relationship. It’s not a “wait behind the counter” relationship.

Ken showed me how, by using ‘active customer management’ with outreach, they generate several hundred thousand dollars of sales of one brand from just 100 sq feet (10 sq m). They take that approach with
thousands and thousands of customers.   

What an education I received. I am eternally grateful for the time you’ve given me, Ken.

And I’m especially grateful that you validated the thinking that golfers want to be led by a professional they consider to be their expert-guide.

If you want to sell equipment from a Pro Shop, stop thinking about how you can merchandise equipment in your shop or how you can sell
equipment. Start thinking how can I engage with golfers and show them equipment adding value to their playing experience. And remember you’re the expert-guide building relationships. 
  
 
 
If you have had success using planned engagement to create equipment sales or students for your coaching programs, please let us know. We want to tell your story.
 
 
 

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