Custom fitting is an area of golf that fascinates me – I’ve been lucky to work with some of the best club fitters and builders out there and the knowledge they have given me is fantastic.
One of my previous jobs was at Precision Golf in Surrey, UK, as Marketing Manager. During that time I learnt some useful lessons about how to promote/market custom fitting as a service that I will share here.
1. Focus on Improvement
Ultimately the biggest benefit a person will get from having their equipment fitted to them is improvement of their game – they should be better able to play to the best of their ability knowing that the equipment they are using is not holding them back.
But improvement means different things to different people – make sure you look at all the benefits they could get. It could be that they achieve better performance, which could ultimately lead to a drop in their handicap. But equally the most important thing to someone could purely be the ability to enjoy their game – increased likelihood of hitting good shots or doing what they plan to do might not necessarily make them score massively better but it might allow them to have more fun. Speak to your clients to find out what their motivation was and align your marketing with these.
2. Promote Skills, Knowledge & Experience
Whether you have PGA Professionals or professional club fitters carrying out your fitting sessions you should shout about their knowledge, their certifications, their amount of experience and successes. Framed in the correct way, shouting about all of this does not have to be big-headed, but can be a genuine reflection of the service you can offer.
3. Case Studies
As has been shown throughout many areas of marketing and advertising, you can say how good you are as much you want, people will still give value to the views of their peers over what you say.
Case studies are a great way of showing how your services have benefitted people just like your prospective customers. Focusing on different types of players (e.g. male/female, pros/amateurs, etc.) allows you to develop examples of how you have helped people before and the types of benefits they can achieve.
This shows that you can practice what you preach and there are real-life examples of people who will support that.
4. The Gift of Choice
Tell people about how many options you have to offer them. Clients interested in custom fitting want to know how many options you can offer them because this is a good indicator of how specific you will be with their specification choices.
5. Show You Care
Something I think many custom fitting outfits could improve upon are their aftercare services. If a customer is engaged enough to want to have their clubs tailored to them then it is likely they will want this to continue in the future, especially in order to get the most out of what are often substantial investments.
Do not just sell a custom fitting session – combine it with a follow-up appointment of some kind – even a 10 minute check when they have received their new equipment and have had a chance to get used to it. You can promote that a) you care about their game and b) they will get the most out of their investment.
If you have any other ways of promoting your services then I would love to hear about them – you can contact me at aw@CPG.com.