A customer mentions a lower price for clubs at a discount store. How does the head professional respond to retain the customer?

Providing a compelling rationale is an effective way for the head professional to retain the customer. This approach allows the professional to highlight the value and benefits of purchasing clubs from their pro shop rather than a discount store. Key points for this rationale may include the quality of service, the expertise available in helping customers choose the right clubs, the opportunity to try out equipment before buying, and any additional benefits such as fitting services or warranty offerings.

Building relationships and emphasizing the expertise and personalized service that comes from a golf professional can foster loyalty and encourage the customer to make a purchase based on value rather than just price. This strategy reinforces the pro shop's role as a knowledgeable and supportive resource, which can often outweigh the allure of lower prices in discount settings.

By focusing on these strengths, the head professional not only addresses the price concern but also connects with the customer on a deeper level, making them more likely to stay and support the pro shop.