Here’s a great statistic from a survey of over 13,000 golfers. It shows just how valuable the PGA professional is to both suppliers and golfers.
This graphic shows how likely golfers are to stick with their current equipment brand when buying new clubs, if they were fitted for their current set by a PGA professional, compared to buying though other mediums. We have highlighted the results for Ping (classic golf brand) and Nike (global sporting brand).
Golfers are far more likely to buy Ping again, and to promote Ping to friends, if they were fitted by their PGA professional. In fact, across all major brands, a golfer is 15% more likely to be a ‘promoter’ of a brand if they bought it through their PGA professional.
What a powerful statistic. As PGA professionals, you may already have known this was the case, but you haven’t told enough people. With email it is so easy to spread the success stories that differentiate you as the PGA professional.
Gather the email addresses of key supplier staff all the way up to CEO. When you have success stories like this one, they need to be communicated to your business partners. They need to know that you are not just making a sale, but that you are fostering a customer who is more likely to invest more money in that brand in the future, and more likely to encourage other golfers to follow suit.
And while you are at it, do the management and owners of your golf club know that you are providing, as their PGA club professional, a solution to their members that is measurably 15% better than the alternative? They ought to.
