Ryan Zonski, PGA,Head Professional,Paako Ridge Golf Club,Sandia Park, New Mexico
At Paako Ridge Golf Club in Sandia Park, New Mexico, empowering the staff to regularly make on-the-spot discount decisions has transformed the golf shop experience.
Ryan Zonski, PGA, Head Professional and the 2023 Sun Country PGA Section Merchandiser of the Year for public facilities, believes in giving his staff the autonomy to make sales happen.
“We allow staff to offer discounts ranging from 10 to 30 percent, depending on the item,” says Zonski. “We also encourage combination sales like pairing a golf shirt and hat or a ball marker and hat. The goal is simple: We never want a guest to leave empty-handed.”
To make this approach successful, Zonski em phasizes the importance of staff education and involvement. He ensures that his team(pictured with Zonski) understands the products, selling techniques and the overall merchandising plan. By setting high expectations and providing the right tools, the staff not only gains confidence but also develops a sense of ownership in the golf shop’s success.
“The personal and professional growth I’ve seen among the staff is something I’m particularly proud of,” Zonski says. “They’re fully engaged with our merchandising strategy and take pride in enhancing the guest experience. I don’t see them just as employees, but as hosts guiding guests through an unforgettable day of golf.”
The results speak for themselves: Sales are up, staff morale has improved and turnover has decreased. Zonski acknowledges that while some discounts may lower margins on individual items, the overall increase in sales volume more than makes up for it.
“A knowledgeable and engaged staff with the flexibility to make decisions is essential to running a profitable shop,” he says. “One of my staff members put it best: ‘This program has allowed me to put my own stamp on the success of our retail operation.’”
By giving staff the power to offer discounts, Zonski has created a motivated and invested team that actively contributes to the shop’s success – a strategy that other PGA Professionals may find well worth adopting.
