Any initiative that reduces inventory and increases sales needs to
be seriously considered. The most impressive promotion I’ve worked with over the years that accomplishes this has been the Personalized Golf Ball Program. This
exclusive program maintains an inventory of at least 3 dozen personalized golf
balls in stock at all times for members and/or any regular clientele. The
service obviously requires access to the member’s locker or a properly shelved
closet somewhere near the shop. It also requires a certain amount of
count-and-fill maintenance but the upside is incredible.
• Implementing this custom program says the ‘right stuff’ about
the personalized service you and your staff are more than willing to provide.
• Suggesting that customers can personalize their inventory with
not only the choice of any Titleist ball type, e.g. with any number they prefer
but also the club logo, their name, and/or their corporate logo, plants the
seed for more corporate business in a soft-sell way.
• Members or customers on the program tend to purchase balls only
from the program.
• Customers are billed upon order placement eliminating the cost
of inventory.
• Members/regular-customers cannot wait to show off this service
to guests and friends. Your staff accommodates by having two sleeves sitting on
the counter at client’s tee time.
• Solidifies partnership with the ball vendors chosen. My
experience has been that Titleist is an excellent partner and you won’t lose
any sales or interest due to brand.
The clubs that have instituted this tend to have more balls on campus, most of which are paid for and less of a need for retail inventory.
Email blasts and staff “talk-it-up” are the easiest way to market
this to your clientele. Word of mouth will soon assist as long as the program
is properly maintained. By offering a 10% discount off regular retail pricing
the program becomes a no-brainer and a win, win, win!
The service feature of this program is best illustrated by an experience I had an opportunity to be witness to:
Dr. Smith checked in at his club for his tee time with two guests. The first assistant had put a sleeve of his custom balls on the counter and asked if he wanted any for his guests. While this was going on I heard one guest say to the other. "I'm a member at High-End club and no one has ever offered that to me."
