Understanding the “pyramid of influence” is crucial to selling any type of merchandise to golfers. At the base, it represents mass-market influencers like pro shops, online platforms, and advertisements that generate broad awareness. Moving up, it incorporates key influencers such as PGA Professionals, coaches and instructors, and better players at top private, public and golf resorts.
While the peak of the pyramid of influence encompasses tour players that can help create brand recognition and drive trends, the influence of PGA Professionals who actually meet golfers every day and know them personally simply cannot be understated. Not only do PGA Professionals know the consumers that play over 500,000,000 rounds of golf each year, they know each other, meaning that in a world where word-of-mouth is becoming more important than ever, PGA Professionals have become even more influential than ever.
PGA Professionals buy and sell golf merchandise, hard goods and soft goods, teach the game, travel with members and customers, manage tournaments and outings, and help golfers enjoy the game more … all through their brick and mortar shops. As a group, PGA Professionals remain the dominant sales channel in golf. How important are they in the pyramid … no golf company has been successful over the past 50 years without a strong green grass presence.
If your company needs help in reaching PGA Professionals efficiently and affordably, we should talk.