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.
Human skills set PGA Professionals apart
Before we took a diversion into equipment retail, we were investigating the human skills needed to be a good coach.

We had described how Will Robins mentors golf coaches on how to use their human skills to conceptualize a vision, or opportunity, or potential future experience, that is very relevant to the consumer (golfer).

When you’re engaged with a golfer around any skill or the potential for improvement a new piece of equipment might offer, you need to be able to conceptualize a vision of how that improvement will impact that golfer’s experience. You’re not selling equipment; you’re proposing an investment in a better experience.

There’s an additional skill that’s then required.

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