Often Overlooked Biases When Purchasing A Golf Club
Before a club is every purchased, hit into a net or on the range, often times the quality of the club is scrutinized carefully by a potential golfer. Here is a list of three little things that a clubmaker should pay very close attention to if they want their products to sell or provide a positive impact on their customer base.
When I am at my local golf shop and pull a club out of a demo bag or off the rack the first thing I will do is sit it down in the playing position to see how it looks. One of the things that get my goat is when the grip is on crooked. How can something so simple be missed in the final QC stage? I personally would never consider purchasing that club because I would be constantly reminded every time I placed the club behind the ball instead of the task at hand.
OK, let’s say it passes “is the grip on straight” test. Next thing people do is use their senses whether it is by touch or sight. It is only natural that a customer will pick the club up and closely examine the head. With the clubhead literally inches away from the eyes, the club will be rotating inspecting every square inch as if were a fine piece of jewelry. It is one thing seeing fingerprints let by the last person coddling the club, but nothing screams “put me down” more than seeing a glob of epoxy or epoxy-encased fingerprints all over the club from the person who built it.
Golfers may also take their fingers and touch and feel the contours of the club to reaffirm what our eye sense. The sensory perception is that the clubs should be smooth to the touch. That means the transition from the head onto the ferrule should be as well. When the fingers snag or catch on a lip that immediately raises a red flag that a step was missing.
In the mind’s eye of the consumer if the manufacturer or the clubmakers can’t control these three simple things, what makes you think that the other factors that make up the performance of the club are every considered? Take the little extra time to inspect the quality of work you produce and you will find your work will be appreciated.