Good Salesmanship or Bad Salesmanship ?

[sev112]

Was in one of teh bigger name golf chains today just browsing around.
One chap in with his wife, says to the sales guy who came up, "I'm looking for a sand wedge, i've only got a pitching wedge".

So instead of talking the guy though his level of game, the type of course/bunkers etc he plays, etc, or talked through the different makes, lofts, bounce angles, price etc he went straight to the (most expensive) Titleist range and said teh immortal line "these wedges will stop dead and spin even on rock hard greens".

Chap says words to eth effect of "ok in that case i'll take it".


Now i dont criticise the buyer at all; but i'm a tad concerned about the sales technqiue here - ie lets just sell the most expensive club ive got in the rack whether its the right thing or not .

Maybe i'm doing teh salesman down - maybe he did know exactly the right club for this chap and his course ...

 

[HomerJSimpson]

Its difficult. Clearly the guy had very little idea about what he was buying and the salesman did what he could to get maximum profit so I guess technically he did the right thing.

However that is the problem with buying at these big golf chains. Having nearly worked for AG and seeing how their sales numbers and commisions are calculated I can see why they point the unwary towards four main lines. However as a golfer it really bugs me to see it happen. A lot of these sales guys are golfers too and so at least have an idea and it wouldn't take much to ask a few general questions about where they play, handicap etc. I guess it all comes down to margins and cash. If you really want to get something to suit go to your local PGA pro. At least your get some sound advice even if the cost if fractionally more.

 

[Losttheplot]

Sounds to me like the salesmans eyes lit up when the guy fell hook, line and sinker within 5 seconds of walking in.

If it was me buying the wedge I'd of seriously laid into the salesman with some technical shpeel on what sort of things to consider before quoting me my ideal wedges.

 

[sev112]

Homer - absolutely - i can certainly see both sides of this story.

And actually, it's not as if they've sold him a duff golf club, he's got a very good club that he was happy to pay the ticket price for . So you could say that everyone is happy.

Just something sticking there with me - not quite sure what

To be perfectly honest, it put me off asking the sales guy which of the secondhand £100 TM R7, or the £149 Nike MAchspeed DRiver was the better buy.

So they lost a potential sale there i spose

 

[HomerJSimpson]

Sounds to me like the salesmans eyes lit up when the guy fell hook, line and sinker within 5 seconds of walking in.

If it was me buying the wedge I'd of seriously laid into the salesman with some technical shpeel on what sort of things to consider before quoting me my ideal wedges.

I agree with you but then we have the benefit of knowing a little about what we are talking about and looking for. This guy sounds as if someone has said "you need some Vokeys to stop it on our greens" and his rocked up and bought the first one offered. I agree he's got a decent club and so he hasn't been totally fleeced. However how much effort does it require to ask a couple of rudimentary questions. With a bit of skill the salesman could have sold him the SW (for arguments sake) and a LW.

I'd be interested to know what chain it was. There are some (even in various AG's) that will take the time and effort to match customer with products and in the name of equality I know one or two pros that will flog a member (let alone passing trade) anything he can shift on them. However on balance I still maintain you'd get better advice on what you should be looking for from a PGA pro. I'd rather support him than add to the profit margin of a nationwide chain and have laways found that what goes round in terms of buying off my pro, comess around in the form of the odd sleeve of balls, the odd 15 minute coaching fix etc.

 

[Losttheplot]

Yeah I agree homer, it wouldn't take 2 minutes to find out all the relevant info needed to start suggesting good wedges to suit the buyer.
The PGA pro route is always a great route to buy clubs.
What I find hard is when you go into American golf wanting a new driver (for example) and you try a few out and there is usually a large discount off a few of them which can't be matched in your local pro shop.
I'd feel bad if I tried a few drivers at the pro shop then have to say I'm off to AG to buy it as you can't match the price their offering.

 

[SharkAttack]

Yeah I agree homer, it wouldn't take 2 minutes to find out all the relevant info needed to start suggesting good wedges to suit the buyer.
The PGA pro route is always a great route to buy clubs.

A PGA Pro is alright but they are normally let down by their stock. Most pro's can't afford to have lots of wedges, irons or drivers in stock and the ones that they do have, have to be sold. This generally means they have to push the clubs they have in stock especially nearer the mid to end of the season, so you are not always guaranteed the best club for you sometimes it is the best club for you they have in stock.

So you won't hear me complaining about the biggies, they all have their place. Most club pro's make their main living from teaching and selling the things that can sit on a shelf for more than one season or in Taylormades case more than a week.

I am not saying all Pro's are like this, I am just saying that most due to shop size and a less than enthusiastic membership end up making more from sweets than golf clubs.

Shark

 

[HomerJSimpson]

I understand that and you can't blame the pro for only carrying a limited stock. On the other hand having a chat with him is usually a good way of getting some independant advice as to the right loft/bounce etc which would make the buying process at AG etc more informed even if you didn't get any help from their sales staff. I guess it comes down to whether you feel any guilt tapping your pro for the info with no intention of buying from him. I'd say at least give him the chance to try and order it in and price match

 

[SharkAttack]

I guess it comes down to whether you feel any guilt tapping your pro for the info with no intention of buying from him. I'd say at least give him the chance to try and order it in and price match

You would then have to go somewhere that has a good selection try the type the pro recommended in a few different makes, then go back to him and see if he will price match. Just what you argued against in reverse.

Shark

 

[viscount17]

have to disagree with the OP, the buyer has a partial excuse if he is a novice, none otherwise.

as for the salesman, you said it all when you said it was it was a chain; chances are he's been trained to sell to maximise profit and little else.

tbh it's odd how for practically any other purchase we all tend to be a bit careful but put some shiny toys in front of us . . .

 

[MashieNiblick]

Interesting debate and I agree with a lot of what has been said. Shop guy could and should have asked a few basic questions and offered the guy a choice.

Just to say though that not everyone who plays golf is as...(just lost my train of thought as Stricker chips in)... is as into their gear as many on here are. The fact the buyer didn't ask any questions about whether the club would be right for him or ask about other options suggests he is not too concerned.

I know on here we would worry about whether to go for 54 or 56 degrees or 10 or 12 degree bounce or whether the latest Clevelands are better than the latest Mizunos or whatever but to many if not most players that kind of stuff doesn't matter. These things can make a difference but I do wonder if sometimes (encouraged by gear reviews and manufacturers' hype) we over complicate things.

He needed a sand wedge and he's walked out with vokey. Can't be all that bad. With the right techique it'll do it's job. The guy will feel he was well advised and will probably go back. Everyone will be happy.

 

[CrapHacker]

as for the salesman, you said it all when you said it was it was a chain; chances are he's been trained to sell to maximise profit and little else.

Sorry this is wrong wrong wrong.

In this country there is generally very little sales training in any field, let alone retail, so the chances of this guy having any sales training at all is very slight.

What he might well have had is pressure from his boss to sell the gear with the best margin.

Or he might have pressure from his wife to pay the mortgage.

The chances are this bloke isn't the best salesman around, but a good salesman might well have gone down exactly that route with the punter anyway.

The questions you have to ask are :

Was the customer happy with his purchase?

Was the shop happy with the sale?

Will the club do the job it was sold for?

Now the only question that is up for debate is the last one. I wasn't there, so I couldn't comment, but bear it in mind that some customers will walk away from a purchase of a more suitable item if they perceive it to be inferior quality. So it's possible that the customer might well have walked if he'd been offered a Benross alternative.

And who wins then? The customer still doesn't have a wedge, and the shop loses a sale. Said punter will then just as likely end up buying a fake club off ebay and regret it very quickly.

 

[HomerJSimpson]

A good salesman though would have asked some golf related questions and could have got him to buy a SW and a LW

 

[RGDave]

"these wedges will stop dead and spin even on rock hard greens".

...which is isn't exactly true

Lucky for the salesman he wasn't selling to me; I'd have been unimpressed.

 

[Ethan]

This is why you should never buy anything except tees from AG unless you know exactly what you need.

 

[RGDave]

This is why you should never buy anything except tees from AG unless you know exactly what you need.

Too right.

and Comet

and Maplin

and the Carphone Warehouse.

- - - -

I went and treated my missus to a new contract phone. I had to ask to speak to the manager after the sales girl kept insisting we bought a certain package.

I hope she kept her job; it was nothing personal but why buy a £20 p/m phone without internet with 500 minutes when you can get internet and 300 minutes? (as long as you don't talk too much, of course)

 

[CrapHacker]

A good salesman though would have asked some golf related questions and could have got him to buy a SW and a LW

Why ?

The bloke didn't want a lob wedge.

Some people take offence at being oversold.

He went into the shop looking for a sandwedge.

He left with the best sandwedge in the shop.

He was happy with his purchase.

Ideally I'd like the salesman to do some rapport building, but as far as the sale itself went, it looks ok at first glance.