1) Have a great relationship with your club
If you can enjoy a good relationship with your club then that’s the key for longevity in this role. We do things for each other which we’re not obliged to do, I enjoy sitting on committees and they will help me at times, they’ve been extremely supportive.
4) Have the right software
In the past we have stocked more brands to offer more choice but I always say to myself to ‘back your winners’. We use software such as XPOS from Crossover which is critical to see what is selling well. Then we can make better buying decisions and back those winners rather than the scattergun approach. This type of software is critical for analysing the business and it allows me to order stock to the correct level.
5) Employ the right staff
We have four PGA Professionals including myself and it's so important to have that knowledge and service in an industry which is extremely competitive. By having three assistants it allows me to work on the business more rather always being in the business. We used to have three of us in the shop and, by having four, it increases the level of customer service and helps create team morale with the staff being able to have sufficient time off when they want depending on the demands of the business.
I have always invested in our PGA Professionals rather than employing a shop assistant. You need good, solid staff who have the dedication to their careers. The members have really taken to all three and they've been with me for almost six years which is almost unheard of. You don't want to hold them back but, equally, they are extremely good at what they do and you don’t want to see any of them go. So you want them to have that job satisfaction. Morale comes from being satisfied in and out of work so, with having three assistants, everyone can have a full weekend off work and there is the flexibility to have time off and to play and it doesn’t put too much stress on the job if someone is off. Also the service doesn’t drop if I’m not there and the members have a lot of confidence in the boys and everything gets done. It's a great position to be in.
6) Get the members onside
We have a great sense of extreme loyalty from the members. You are never going to win every single member over but our membership is extremely supportive and loyal to the shop and to the boys for lessons. You don’t want to give the customer an opportunity to go elsewhere for a lesson or a fitting so we have the latest launch monitor, an indoor studio and four knowledgeable Professionals.
Communication is key. If I'm not doing that with our members then someone else will be so you have to build that loyalty. Social media is a great way to communicate, not just with our members but also the wider golfing public, and you have to be proactive and you have to do it properly. You can't be lazy with it.
I am part of TGI Golf and, as part of that, I get access to the best available prices from suppliers and, most importantly, support from my retail consultant Chris Taylor. So we can discuss layout and merchandising and how to improve that communication. I also use their email communication software on a regular basis.
7) Go the extra mile
As an example, on custom-fitting days I ensure that we have a staff member, normally myself, on the range with the fitting technician. This allows the fitter to do their job and me to assist with any technical issues which can aid the customer. We also deliver drinks and snacks to the customer. So many Pros have a fitter there for four hours and they leave them on their own with their customers until the end of the day – we want to help and to enhance the player's experience. We build relationships with our suppliers. We will also utilise the latest technology from companies to add value such as the new Titleist Wedge Fitting App which in my opinion will massively add to the custom-fitting experience. The app connects to the launch monitor and allows someone to hit some shots and it will give a recommendation on lofts and grinds. We’ll use that and take our demo wedges out to the short-game area with the recommended wedges to see how they perform there.
8) Work on the marginal gains
Winning the award is a genuine career highlight but it now makes you think how can we now get better? We do a lot of things very well and it is now down to marginal gains. A good example of doing the small things well is to add an extra sheet of paper when folding shirts as this makes the club crest sit better and enhances the appearance on the shelf. Anyone can do this but not many do – you can always improve and often its those marginal gains which all add up that can make the difference.
