Let’s talk about the selling process behind the Elyte Iron family. Our natural instinct is to lead with the Elyte iron, since that is the “standard” head. For the last month, I’ve been leading with the Elyte X. Here’s why:

• Elyte looks too good (seriously). Many players get psyched out before they even hit it.
• Elyte X has a more traditional Callaway look and forgiveness level. This is what most players will expect to see when they come to see a Callaway Iron.
• Starting with Elyte X provides a clearer and cleaner picture of the line and makes it much easier to present.

When we fit, we always want to leave ourselves an “out”. When we sell, it’s the same thing. I like to have two. When we talk about irons, we typically talk about the forgiveness levels of the models, and that is what separates them from each other. Having Elyte as the lead iron gives me two “outs”, but only one within the Elyte family. I can go to HL or X depending on what I need if I want more forgiveness. If I opt for more of a players club, I can only go to Apex.

If I start with Elyte X, I can go to HL if I need a higher flight, a little more forgiveness, or if the players swing speed is a touch slower. If I want more of a players club, I can go to Elyte AND, I can introduce the Apex family at the same time. I can be upfront about the differences between Apex and Elyte (including the price) BEFORE I have to have him hit it. Starting with Elyte X makes for an easier flow from the Elyte family to the Apex family, and it gives me an extra option in Elyte for every player.

If Elyte was called “Elyte Pro”, and Elyte X was called “Elyte” (as I think they should be), we wouldn’t be having this conversation, would we?

When might I not heed this advice? If the player is playing something in the Apex family or something in the Pro Series (Rogue Pro, Mavrik Pro, XR Pro, etc.) – in that case I would start with Elyte or Apex, depending on what the player wants.

I hope this helps!!