Armed with information from the Foremost Golf supplier management team - on products that were closing out and what was arriving - 110 Foremost PGA professionals have implemented the ‘Complete Equipment Solution’, concentrating on the ‘Irons’ category. Boosted by a marketing and sales campaign developed with Foremost Golf, sales were up 38% on average (June 2011 vs June 2010). There was no discounting of the equipment or loss of gross margin. That’s a spectacular result in a flat market.
Through word of mouth, signage, emails and web sites, golfers were informed of the following facts:
1. Their professional offered a complete equipment solution in terms of technology selection and fitting
2. Delivered equipment would be checked with the golfer to ensure it performed as expected
3. There would be an on-going after sales service
Customers were made aware that the service includes a swing check, custom assembly, and pricing was clear. This is the best investment resulting in the best results, with peace of mind. This represents real value.
During the promotion, professionals published customer testimonies from early takers, which built trust in the whole process.
It was a simple plan well executed, with effective communication from the PGA professional.
Increased stock movement makes managing product lifecycles much easier. All 110 professionals have extended their promotion into July and August. By the time you read this, they will also have executed on clearance campaigns for their Ping G15 products, in preparation for launching the Ping G20 series.
Manage your range selection and lifecycles correctly, make it clear through effective marketing what your proposition is, and what extra value you offer, and you will not only increase your sales and profits, but you will grow the total size of the equipment sales market. That is good for you and good for the manufacturers.
To download all seven articles in this series go to: www.retailtribe.com/equipmentlifecycles
To read more on the 3-step marketing communication model behind the success of these 110 PGA professionals, go to: www.retailtribe.com/buildingtrust
