Sage Advice for Clubmaking Shops
My Dad is one of the smartest men on Earth. OK I am a little biased, but his sage statements over the years could easily be transformed into a best-selling book on the New York Times list. I like to refer to these “Dad-isms”. I am sure your Dad or Grandfather had certain sayings that are profound which would be correct regardless of the time it was stated. I would like to share with you one of the many Dad-isms I have followed for a since I first heard those words.
“Just keep your mouth shut, work hard and do the best job as possible.” I personally have never been a self-promoter. It was instilled into me at a young age that the company comes before the individual. You work hard and do a great job and you will ultimately be rewarded. But in this day and age, I don’t think this applies anymore, especially if you are a small business owner of a golf clubmaking / fitting / repair shop.
Don’t get me wrong. Working hard and doing the best job possible are extraordinary virtues. But the point of keeping your mouth shut may need some re-thinking. After all how are you going to get the word out that you are in business? Plus most clubmaking shops are owned and operated by one person so promoting yourself is promoting your business.
Get involved. Be the coordinator of your local golf league / association. Work with the local high school kids or be a member of a civic organization. There are many forms of advertising that don’t cost anything but your time.
Before you have a captive audience; be knowledgeable. No BS! There will be people who see right through that. If you don’t know the answer simply tell them you don’t know but will find out an answer later. Don’t just read about the product you are trying to sell. Understand how it works and by all means try it first hand. Explain the technology clearly to your customers. Believe me they don’t want to be bombarded with unfamiliar or complicated terms. After all, the customer only cares that the product or service you are providing will work and help him / her accomplish their goal. You may want to first practice your speech to family members or friends.
|Replace these technical terms||For these everyday terms|
|High MOI (Moment of Inertia)||Extra forgiveness|
|High COR (Coefficient of Restitution)/
CT (Characteristic Time)
|Higher ball speed|
|High Modulus||High strength|
|Draw bias||Slice reduction|
Sorry Dad, it’s all right every once in a while to speak up and be heard. Remember you don’t have to say a lot, but whatever you say, make sure you get the message across in a clear manner.