“Outfitting” your members in the Fitters Corner

I heard the ugly word last night. Yup. Possible Wintry Mix on Wednesday. Yuck-o-rama. Nothing brings play to a screeching halt like snow. As we focused all year long on what goes in the bag and how we optimize that set up for each player, it seems appropriate to discuss what goes ON the player and other tools of the trade.

First, with colder temperatures comes a firmer golf ball that is harder to compress. Most players will benefit from a softer compression ball as temps dip. A morning player could see temps in the 40’s when he starts and in the 60’s when he’s done. The ball (and apparel) could be very different by the end of the round. For example, I play Chrome Soft X LS. In the early fall I switch to Chrome Soft, and when temps get down into the 40’s, I switch to ERC. ‘But doesn’t ERC spin less?’ you ask. Yes!! that means you’ll hit it a little further and straighter with the drivers, and the soft greens in the fall will more than make up for the reduced spin.

Subset of First, try yellow balls. Not many leaves have a highlighter yellow color to them, but a lot look white in the right sunlight. ERC Yellow is my staple this time of the year. 

Second, Carry bags. I know, ‘Everyone rides at my club.’ With crappy weather comes soft conditions, which means cart paths only. Personally, I’d way rather walk then deal with “cart path only”. I’d also rather carry than push a push cart through the mud. There are a lot of players just like me. Why not create a display of an ultralight carry bag with 9 or 10 clubs in it? That will weigh about 10 -12 pounds. You might get a half dozen guys who bite on that. Plus, they’ll be warmer walking than riding, and their hearts will thank them for walking 9 holes. Many people walk every day anyway – why not kill two birds with one stone?

Third, with fall weather comes soft, wet ground. This equals dirty pants at the bottom. I wear rain pants when it’s like this. You can hose them off when they are dirty. As a bonus, you stay dry, and they are great wind pants if it’s breezy. Temps in the 50’s with soft fairways – wear shorts underneath.

Fourth, Layer!! There is a ton of GREAT layering product out there. Swinging in this stuff is easier than ever. This includes winter gear like hats, cart mitts, hand warmers, even a neck gaiter or a scarf. Of course this includes winter golf gloves and rain gloves. Get these gloves away from the regular gloves and move them to where the players can see them!!  

You are a Merchant!! You operate a Golf Shop that sells golf merchandise. This makes you a Merchant – even if you don’t own the shop. Why not try to create a display with the following for this time of year. Have it front and center – everyone walks around it to get to the counter. Put yellow balls, seasonal gloves and some layering apparel on there. Flank it with a carry bag full of a half set of clubs and an apparel rack of winter and rain wear. You may also have stagnant merchandise in the shop. Try to re-position it – you’ll be shocked how many players come in and say ‘WOW, is this new?’. You could even try to sell stuff that you don’t stock. Super water resistant Golf shoes. Cart Covers. Propane heaters. 

Last one – create a daily special. Call it a stocking stuffer. 

• Sleeve of (yellow) balls and a glove for $30. 
• Winter hat and winter gloves for $50. 
• Are your members traveling this winter? How about an Ogio Travel bag display with free personalization?? Carry bags are nice to travel with because they are lighter and smaller. 
• Personalized balls for the holidays or for snowbirds. Do a buy 4 dozen (personalized) balls/ get a hat promotion. 

Got something you have a lot of?? Pair it with something else!! 

• Got snow birds? We drop ship!!

Why let the Florida Pro profit from your members? Send ’em down south prepared.

Remember, Retail is Detail.  

Hope this helps. Until next time – happy fitting!!