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.

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