Influencing the industry to appreciate the power of engagement.
With their advertising and their promotions, the mass-market retailer attempts to INSPIRE the viewer or reader to ENGAGE with product in store, or online (the latter being much easier, but much less tactile).

If you’re at a golf course or range you’ve got golfers coming into your shop (to register, buy their consumables, or buy their range tokens).

You could wait for golfers to find the time to walk around your shop and engage with the equipment on the shelf or in the stand themselves. They might come and ask you a question if they find something that really interests them.

Or you could start a conversation with the golfer about their golf game. How much are they getting to play? What is going well? What improvement would add most to their satisfaction?

With just three or four questions, any golfer will reveal the opportunity they’re most interested in.


Now all you need to know is what “engagement journey” would help them best see the value you can offer to fill that opportunity gap.

Does your team know how to ask the golfer the right questions about their game, or are they only equipped with product information and price?

If they don’t know the right questions, then they’re very likely to lead a proposition with product and price.

That would be a pity because the critical advantage of a PGA Professional is their ability to change the experience. 

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