We were fortunate to join the PGA of Australia at the inaugural PGA Expo this week, and enjoyed an interesting couple of days.
Fans of golf gear were more than looked after at the Expo, and speakers presented on a range of topics from the intricacies of a swing plane to mastery of golf retail management. Some consistent themes came though across topics, with customer engagement and a customer-first approach being a big focus.
What does this mean? Well, Ian James from RetailTribe captured it well with his analysis of how to sell a driver. Too often we focus on selling the driver itself: the technology, the brand or the price. The benefits might be extensive, but what if the customer isn’t looking for a driver, even if they ask for one?