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Professionals offer a premium service, but they are also price-competitive

David Murch, Business Development Consultant, Foremost Golf, discusses what a good professional shop can offer in terms of service whilst remaining price competitive.

Premium does not have to mean ‘Pricey’, but we can make the difference

Within the golf retail industry, businesses are constantly trying to stand out—whether it is through innovative solutions, unmatched customer service, or top-tier product quality. But there is a common misconception that premium always comes with a premium price tag. However, the truth is green grass retailers can deliver excellent customer service whilst staying competitive on price.

Showcase your offering through effective retail campaigns

Professional service providers understand that ‘Premium’ is not just about fancy packaging or big promises—it is about delivering real, measurable value. However, you may believe you offer a premium service and provide great value but you need to tell your customers and wider golfing community that you offer these two important variables.

A prime example used by Foremost EMP Premium members is the ‘Role to the tee trolley guarantee’ campaign. This campaign is so valuable in positioning the green grass retailer as the number one destination when purchasing an electric trolley. The campaign highlights the key advantages of buying an electric trolley from your PGA professional, which include: Choice, Value, trolley replacement service, Hassle-free returns, expert demo and set-up support.

The campaign has not only delivered fantastic results in sales performance but also provides a flavour of what the service and value the customer can expect to receive from the respective business.

Aiden Boxall from Test Valley GC increased their golf trolley sales from 5 units in 2023 to 17 units in 2024 (340% increase) through the utilisation of this impactful campaign.

Premium Service, whilst being price competitive, is vital. However, it needs to be communicated effectively and the EMP Premium Marketing service provides the professional the opportunity to do just that.

Effective ticketing will assist price perception

Ticketing is a must. Customers will perceive you to be more expensive when there is no confident price ticketing present on products. It is essential that you review the ticketing across the shop on a regular basis. You can make the same product look expensive or good value depending on how you present it. Foremost professionals have an industry leading ticket system (ForeSignage) to create this perception of value and an overall professional feel to the retail environment. Consequently when done correctly, this will only have a positive impact on sales performance. In addition, there is an opportunity to offer a ‘Price Match Promise’(PMP) in store. This is something that can be utilised for some retailers if the core customer base is more price sensitive. Moreover, a PMP that is marketed effectively and managed correctly can build trust with customers, which in turn will create long-term customer loyalty.

Addressing Price-Sensitive Products

Something that can often be overlooked but can go a long way in how your value is perceived, is the price point of popular and price sensitive products. An example would be golf balls. The majority of golfers will know what the ‘going rate’ is for a leading golf ball on the market, and you will be judged on this. Therefore, you must be competitive with the market, as if you aren’t, customers will jump to the conclusion you are expensive on everything. This will also include popular new releases to the market, such as hardware. Prices have generally been much more stable over the last couple of years, as overheads for off-course retailers have increased, but it always pays to be in tune with what your competitors are charging for popular products.

In conclusion, it is not about charging more to deliver great service; it is about : marketing well, buying smarter, being more efficient, and always putting the customer first. Because when you do that, everyone wins.

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For more information on how Foremost can assist you and your business in simply email membership@foremostgolf.com or call 01753 218 890