Fundamental Golf and Learning Center LLC
BEST PRACTICES
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Thursday, July 2,
2009
Shanda Imlay is the PGA head professional and owner of FUNdaMental Golf and Learning Center in Oregon City, Ore. |
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Make
Female Customers a Part of Your Business Plan
Shanda Imlay on the
importance of making female customers a part of your business
plan:I am always amazed to hear how women “acquired” their golf clubs, oftentimes ill-fitting hand-me-downs from their husbands. When we opened FUNdaMental Golf, our focus was to provide quality customer service geared towards women and families. Many, if not most, golf stores are geared towards men and their golfing needs. When women go into these stores they are often spoken to in condescending, let-me-tell-you-what-you-want tones, or are completely ignored. Quite often they either leave with the wrong equipment or they leave with nothing but frustration and confusion. We've realized that we needed to educate women slowly, and explain why we shouldn't just cut down their husband's clubs to fit them. Women need to feel comfortable knowing that they can take as long as they want to test clubs, and they don't have to rush through the process. They can hit as many balls as they feel necessary, come back multiple times to try different options, or even go out and play with one of our demo sets. We believe that it is vital for our female customers to be able to be part of the decision process and not simply have someone telling them what they think they should have. Also of utmost importance is for our customers to be able to feel comfortable asking questions: In the shop, we make a point to be close enough for questions, yet far away enough so they don't feel they are being watched or rushed. Shanda Imlay on the business impact of making female customers a part of your business plan: Working to please our female customers is a great step in building a larger customer base. Ultimately, of course, our goal is to be upfront, honest and accommodating with all our customers, especially families. If the wife is happy, the husband naturally will come by and visit us or at least try our practice range to check things out, see who we are and find out what we're all about. If he likes what he sees he'll tell his golfing buddies, and they will send their wives to see us. So the cycle goes, and before you know it the kids are in for their first sets of clubs and lessons. |
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To read archived PGA Best Practices: Women & Golf e-mail articles click here |
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| Each week, women PGA Professionals
as well as leading PGA members, who have been recognized as experts in growing
the women's golf market, work with PGA Magazine to supply their
colleagues with best practice ideas on how to grow women's participation in the
game of golf. We encourage any suggestions or comments that you may have about
this program, which should be directed via e-mail to: pcherry@pgamagazine.com. If you do not wish to receive these weekly PGA Best Practices: Women & Golf e-mails, please send an e-mail to: tgauss@pgamagazine.com. Please make sure to include your full name and facility affiliation. If you need to change your e-mail address, send an e-mail to: tgauss@pgamagazine.com. Please be sure to include your full name and facility affiliation.
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