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 golfer, as a consumer, has been educated to think in terms of product and price. Almost everything around them is discussed in those terms.   But, if you’re at a green grass location, then you don’t have the stock turn (it's not about buying power, although those are related) to run with the lowest price and small margins; or the space and capital to offer the choice of every product on the market to your golfer. So don’t talk about equipment in terms of product features and technology, highlighting the fact that it’s a commodity. You’re probably not the cheapest, and you’re unlikely to carry the biggest choice. Talk in the language of the consumer. Start with the customer’s problem, or challenge, or opportunity.       Now the golfer isn’t buying a product; they’re investing in better with your help.       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.