Even though I’m giving away my age here, there’s a song by The Byrds from the ’60s that applies to this post. “There’s a season, turn, turn, turn.” In the world of golf shops, this saying is true in several ways. First, most buyers are trying to drive more sales to their shop, no matter what product category. At the same time, there is a season for certain products, particularly golf clubs and golf bags. Golfers may buy clubs every three years, and possibly a new bag as well. It’s important to plan purchases according to the season (cycle). You don’t want an overabundance of golf clubs this year as Thanksgiving approaches, so it’s important to work on selling off or returning this year’s clubs to prepare appropriate inventory by spring.
With August here and the season less than 100 days away, I want to share a few thoughts on the golf shop and the changes that have occurred through the magic of the pandemic the game has experienced. Starting in June 2020, there was a revolution in golf. People came to play by car, bus and Uber. The numbers are historic. More golfers mean more dollar revenue, more brands and people craving a share of the golden tee list. Many recently discovered brands are thriving in stores across the country and even newer brands are looking hard for a piece of that priceless shelf space. Before the next shopping plan moves from draft to final draft, I’m sharing three thoughts on the golf shop as we enter the 2025 planning phase:
Determine the brand mix before purchasing: The new brands will mean that some established brands will have to be pulled. It is important to agree on the supplier mix by category in order to buy within budget. If your buyer decides to go with a new mix, the regular suppliers who want to keep at least their standard share will be upset. The buyer will need to talk to any sales rep who loses shelf space. Relationships should be maintained despite these decisions.
The buyer should contact each new supplier at an early stage: Let them know the standards and expectations that management has of them. When communication is timely and thorough, the message is that everyone needs to move in lockstep to meet the customer’s needs. The buyer can schedule individual virtual meetings with each supplier representative to discuss these standards. I believe it’s important to put these standards in writing and share them with each supplier. This is especially important when it comes to delivery dates, percentage of goods shipped, additional freight charges, and rules for accepting backorders. The more suppliers know, the more hassle can be avoided once delivery windows are reached.
Information about the brands and explanation of the product range are important: Golf shop employees should feel comfortable and successful. It’s easy to understand why front-line staff avoid talking about goods and services they know nothing about. The buyer needs to explain the product range, the reasons for the changes, and how the plan is expected to be implemented. In addition, each supplier representative should provide product materials and set aside time to train staff. When staff are familiar with the details, they will also be confident when dealing with members and guests. The buyer and each representative should have an action plan for introducing new products to the team.
With more junior golfers and greater diversity, the game is growing in every way. The selection in the golf shop should reflect these and local changes. Plus, more of the 78 million baby boomers are working less and playing more. Many will have no problem treating themselves to new golf equipment. It’s the best time for this business and the game we love. Make sure the shop has the latest brands and ideas and has trained men and women who are enthusiastic about helping to lift inventory.
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Jack Dillon writes the In my opinion Posts. Jack is a consultant, speaker and expert on golf shops, operations, service and more productive communication. Jack can help you build a better team and a better golf shop and operation. For more information visit: www.youdontknowjackd.com. You can also call Jack at 407-973-6136. Jack lives in Orlando.
