The philosophy that makes the most sense for golf pro shop retailing and the areas that I work to improve both with the blog and hands-on with consulting visits can be summed up in a few key phrases. A well planned shop, in order to be successful, needs to be attractively merchandised across all appropriate categories of goods that make it full service without being over-inventoried and it needs to provide service that is “above and beyond”.
Does your buy plan accomplish your sales goals?
Do you have the proper mix of apparel to make margin?
Is your retail space properly fixtured for maximum volume
Do you often find yourself over-inventoried and priced at a ‘no-margin’ level in an effort to get back to a healthy inventory level?
Another part of the equation involves establishing partnerships with key vendors both in hard goods and apparel. Titleist, Foot-joy, Zero Restriction, Fairway and Greene, Greg Norman, Sport-Haley, Imperial, Bobby Jones and Donald Ross are vendors that have partnered well for me and are willing to help key accounts with staff apparel, shop fixtures, visual display and product-knowledge seminars. Regional Golf Shows are the venue to be on the lookout for new and ‘next best’, but key vendors should be having their representatives visit the club often and with a purpose.
Staff appearance is critical for many reasons, not the least of which is that they are the first impression the Club gets to make. A staff that does not come to work well-groomed and properly attired will never be perceived as truly professional. Perhaps the most important part of the job of a Head Professional and the staff they train is to provide a ‘cutting edge service’, attitude and atmosphere. This can only be accomplished when the bar is set high, expectations understood and the proper education provided. This is the subject of theWinning Golf Culture which is the other manual available on the blog.