A Hole-istic Approach

BALLS

You would think that selecting golf balls would be a much more linear process than picking clubs, but this is not the case. “There are golf balls for maximizing distance, ones made to spin faster, some made to spin less, ones made to simulate a ‘soft feel’ and others are a combination of all components,” said Mark Hobbs, president and CEO of Pacific Coast Golf LLC, Los Angeles. He compared the process to selecting a car. There are good sports cars, good luxury sedans and good budget minivans for new families, so what works best for your client is really up to their needs and preferences. Hobbs explained that understanding these needs and preferences, as well as the different types of balls available, is critical to making sure that you’re serving your customers well.

“There are many solid golf ball models in existence today but finding out what the customer wants most or, better yet, understands the best, is key to ensuring that their expectations are met,” he said. Hobbs also emphasized the importance of defining the end-buyer’s budget and pairing the best quality ball to it. “Let’s remember that we are in the business to make a lasting impression and retain our customer’s business and trust,” he said. “Don’t be cheap unless their budget dictates it. And if one does go the lower budget route, ensure your customer understands the possible outcome of this decision.”

SUNCARE

As a sport that requires substantial time to be spent outdoors in the absence of shade, usually in mid-spring or summer, the risk of sunburn while playing golf can be high. “In a case where you’re golfing 18 holes, there is no shading on the golf course, so it’s very easy to burn in areas where you’re exposed,” said Kathy Vichakchon, national sales manager for Leashables by OraLabs, Parker, Colo. She further stressed understanding the long duration of golf events when planning to incorporate sunscreen into an event.