You have to speak many languages. The business language of numbers. The golf language of values and heritage and the future. But you also must be fluent in the language the consumer speaks.
The traditional retailer has to work hard to ATTRACT consumers to their location. Much of their marketing is made up of promotions to convince consumers to come to their location ahead of another alternative.

A PGA Professional with an on-course retail operation or a PGA coach working on a golf property has the luxury of thousands of consumers coming to the property anyway.

The marketing challenge that faces that retailer or that coach is to convince the consumer (the golfer) that they need to invest in better equipment or a better playing ability. They need to be inspired to want better.

So, how do you do that:  

Do you use the language of love for the game?
Do you promote the new technology (materials, COR, MOI) and/or your technical knowledge of the golf swing and how it creates forgiveness, accuracy, or consistency?

Do you use the language of love for the golfer?

One where you inspire them by describing how it would feel to have a better playing experience.

Revealing how they can take that step to better in a way that works for them.

And building trust in themselves, that together with your support and leadership, they can achieve better; that in fact, they can achieve great things.

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