J
eff Beyer, PGA, and his wife Allison own and manage two golf shops in the Connecticut PGA Section. She is the PGA of America Head Professional at Twin Hills Country Club in Coventry, while he just celebrated seven years as Head Professional at Topstone Golf Course in South Windsor. With their shared success, it’s proven that two merchandising minds are better than one.
“With two shops, we do our buying together to take advantage of vendor programs and forge better relationships with our local sales representatives,” says Beyer, the 2008 Connecticut PGA Section Merchandiser of the Year for public facilities.
This “team purchasing” has helped Beyer develop and maintain what’s proven to be a highly successful sales tactic over the years.
Topstone Golf Course has a very active men’s club of 375 members, many of whom play every Saturday and Sunday morning. In fact, Beyer usually reserves five to six hours of tee times for them each weekend day, serving as many as 120 players each morning. One unique service he provides is the opportunity for members to “purchase” merchandise at the beginning of the season and use the credit they earn throughout the summer to pay off their bill.
“Those Saturday and Sunday games generate a considerable amount of golf shop credit. Rather than have them hold onto it into the fall when we’re trying to minimize inventory, I allow them to get that new set of clubs in the spring and enjoy them throughout the golf season,” Beyer explains. “As they earn credit from tee game winnings and tournament prizes, their outstanding golf shop balance is reduced until it’s paid off. As a result, they buy most of their hard goods through us.”
According to Beyer, this interest-free program inspires extensive sales, noting that members (pictured with Beyer) have until Nov. 1 to pay off any outstanding balances. However, because many of them play weekly throughout the season, they are either at or approaching a zero balance by the time fall rolls around.
“I’m still able to take advantage of discounts and special programs by planning ahead and maintaining great relationships with my vendors, understanding that I’m taking in merchandise early in the year but getting paid for it in spurts throughout the golf season,” he says. “We know they’re going to buy their clubs, balls and apparel somewhere, and this interest-free option has proven a winner for us over the years.”