FootJoy Product Specialist Blair Taylor offers some priceless advice to help you improve your conversion rate on footwear sales.
- Improve your knowledge and confidence in product and the fitting process
Many retailers jump at the chance to sell hardware and have the confidence to talk about the features and benefits before getting them on to a launch monitor to start that fitting process. Taking the time to understand how different golf shoes can affect performance is vital. Also, learning about how to fit golfers properly and how different shoes can work best for different golfers can really improve the service on offer while having a positive impact on the footwear business.
- Find the right size
It’s important to use the Brannock device to measure the length, width and arch height – this will give an idea of where to start when it comes to the size. The ideal fit should be comfortably snug, and you should hear the air whooshing out of the shoe when the golfer puts their foot in. Feedback from the golfer on how they feel is obviously key, but there are signs to look out for like how far apart the laces are, how much room there is between the longest toe and the end of the shoe and where the leather is creasing in the forefoot.
- Establish your customer’s performance needs and style preferences
There are many different types of golf shoes to choose from and it’s important to ask golfers questions: where they play; how often; what is the most important performance characteristic they want; do they require spikes; or spikeless? Finding the right type of shoe is a key part of the fitting process. Different materials and constructions have different feels when it comes to fit. Structured leather will have a different feel to mesh, trainer-style. And style - do they want traditional or an athletic look?
- Justify the benefits of a more expensive model
Golf shoes are a piece of performance equipment. There are proven benefits to having more stability, traction and support. Some golf shoes offer additional comfort through premium materials and technologies, such as the foam used in the midsole or the fitbed. If a golfer is looking for maximum performance and comfort, then it’s important to be able to explain to them the benefits of the premium golf shoes available. Price is an important consideration but when golfers understand how the technologies in the golf shoe can help them play their best and enjoy the game more, they are far more likely to view it as a worthwhile investment.
- Make sure you can get the shoes you need
There is nothing more frustrating for a golfer than to go through an in-depth fitting process to be told the shoe which is perfect for them is not available. It’s unrealistic to stock every single style in every size and width. So it’s important to understand which styles are going to be popular with your customers and then have good availability and size options in those key models. Spend time with your area sales managers to ascertain which are the winners in terms of models and go deep with those styles. Stocking fewer brands and possibly fewer models could result in a much healthier turnover.
Want to know more? If you would like any further information on shoe fitting or FootJoy, please contact your local FootJoy Area Sales Manager.
