Everything has fallen into place for the on-course PGA Professional to “own” the retail equipment market. They now have the most important competitive advantage.
Setting the relationship up
To us, the “sales funnel” doesn’t end in a “sale”, it ends with a relationship based on the “Professional’s role as the expert guide”.
This is what the "brand" tries to sell:
features, function, design, and technology.
You take the "product explosion" above and make it mean so very much more to the golfer. Run the right engagement with the golfer, use your "human skills", and your expertise to show them a pathway to better.
You’re not selling a "product explosion". You’re presenting the opportunity for a better "feeling"; whether shot experience, self-satisfaction, lower handicap, or victories, or all of them, make up that feeling.
Deliver this "priceless" value to the golfer, and you truly have become their "expert-guide" for life.
I know we’re boring and relentless about this, but we don’t think you can place a value on a PGA Professional delivering better feelings to golfers.

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