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.
But some aren’t interested in retail
In some parts of the world, Professionals depend on retail revenue. In other regions, retail just isn’t important, other than as a service. That’s a mistake.

If you approach a retail sale as more than a "transaction", then you win whether retail is important to you or not.

If you approach it as the opportunity to create a relationship where you now become or reinforce your position as the "expert-guide" to the golfer, then you win in every way.

You’ll make more retail revenue in the future, and you’ll have an advocate sending more golfers to you.

Those of you with little interest in retail revenue will win as well, as long as you approach the sale as more than service:

You’ll have a golfer who’ll play more golf, investing more in their journey. They’ll be more committed to you, the club, the game.

You’ll likely have a golfer prepared to spend time and money
on coaching.

You’ll have a golfer who’ll see you as necessary to their relationship with their facility. They’ll speak highly of you with management or board members.

In fact, you should keep a careful track of the golfers who see you as their "expert-guide". Do a good job of that, push that number, and you’ll
be successful.

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