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The guide to working in a big-box golf store

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Working at a big box store is a thankless job. The pay isn’t great, the characters you meet can be difficult and every so often you are the subject of an online golf forum thread claiming you boost your monitor numbers or have committed the most heinous crime of all: not having heard of the new product that Bridgestone just submitted a patent on and will be releasing in 2016.

We understand that you are in a tough position. You’ve gotta pay those college bills and make a few bucks to take your girlfriend on a date. To you, knowing the difference between a Matrix Code 7 and the Matrix Reloaded seems inconsequential, and a “deep impact” is an asteroid movie starring Elijah Wood. You are a decent guy just trying to earn a living and we are here to help. Read the below guide to working in a big box store and you will be ready to sell clubs to anyone who walks in that door. You will be such a closer that Alec Baldwin will let you drink coffee and maybe even share with you the Glengarry leads. You will not just sell balls but you will have brass ones. Here is a step-by-step guide to the characters you will face in a big box golf store, and how to cut through their defenses:

The guy who wants what he saw on TV

How to recognize him: He hasn’t left the section of the same manufacturer for 25 minutes, except to pick up a hat of that manufacturers brand.

Obvious giveaway: He has what he wants written down.

How to sell: He probably saw Bubba Watson carry a drive 325 yards over the water of a dogleg par 5 and must have it. He probably Googled “Bubba Watson’s driver” and now thinks that a G20 with a BiMatrix is the key to booming drives. You could sell him that club, no problem. But remember, keeping a client is way easier then signing up a new one. So before you sell him that badboy whose only use for this gentlemen will be burning worms, try and do what’s right. Make sure he doesn’t storm back in two weeks asking for a refund.

Here’s what you say:

“I totally understand you want this driver, but you know what? We aren’t that busy right now, so why don’t you hit it a few times just to get acquainted with this beast? And while you’re here I’ll even grab a few others off the shelf for you to mess around with just for fun. I mean why not, right?”

Then do a friendly job of pointing out his launch and spin numbers with each driver. Throw in a casual “Wow, that one is really working for you” for whatever driver puts up the best numbers. Like we learned in Inception, planting an idea is difficult but it’s the only way to make it stick. Give it a try! It’s a lot easier then flat out telling him he’s wrong.

Click here for more discussion in the “Equipment” forum. 

The guy who knows everything about clubs

How to recognize him: He is in the store the first day a new club gets released, every time.

Obvious giveaway: “When is the Nike Covert hitting the shelves? What do you mean you haven’t heard of it, they just launched it on YouTube man!”

How to sell to him: You don’t need to tell this guy anything about clubs he doesn’t already know. The only thing lingering around this guy will do is make you the subject of a new forum thread where you are portrayed as some sort of salesman version of Forrest Gump.

This guy knows everything about clubs and shafts, so just let him be left alone to ogle the stuff on the rack. Trying to “sell” him will lose a sale faster then earning one. Here’s what you do, say:

“Hi sir, I just want to let you know that if you need anything taped up or need me to fetch a headcover for you, my name is John. I’ll be around if you need me.”

Then politely keep your distance while still being in the area. Pretend you are an undercover cop trailing a perp. Keep a couple of car lengths between you and him and don’t be too noticeable. When he is ready he will find you.

Click here for more discussion in the “Equipment” forum. 

Guy who thinks he knows everything about clubs

How to recognize him: He is hanging around the launch monitors, but everything he is saying to testers is wrong.

Obvious giveaway: He was overheard saying, “Have you tried it in X flex? X flex helps you hit it longer.”

How to sell to him: This is a tricky one. The guy who thinks he knows everything is the single toughest client you will face. He obviously needs your help, but telling him the truth can cost you a sale. These guys are among the most pigheaded and stubborn clients out there. So you face a decision: Do you try and get him to the launch monitors and put his theories to the test, or do you just go along with everything he says and make the sale?

You are probably thinking, similar to “The Guy Who Wants What He Saw on TV” that you should figure out a way to get him on a monitor, right? Sure, in a perfect world. But this guide is about you, Mr. Salesman. This is about you making some green. The best thing to do with this client is to just sell him whatever he wants. Finding out that he is wrong about things on a monitor will lead to him accusing you of messing with the settings. Either that or he’ll get so upset he’ll walk out and not buy from you out of spite. Just sell him what he wants. Don’t worry about returns or business down the road. A guy like this will find the next latest and greatest club and think THAT is what will fix everything, and then you can sell him that too.

Click here for more discussion in the “Equipment” forum. 

The expensive car, one-brand guy

How to recognize him: He pulls up in a Bentley Continental and is wearing a hat from a particular brand (let’s call it Titloast).

Obvious giveaway: “Hey kid, where are the ‘Titloast’ clubs?”

How to sell to him: This guy is probably a VP at some Fortune 500 company in the area, so he is used to being answered instantly. To him, you are the guy who works in the mailroom or the cafeteria. You are the waiter at the fancy restaurant who needs to be invisible, but still refills the wineglass whenever it gets close to empty.

First off, don’t bother trying to convince him to use the monitor or buy a different brand. This guy probably doesn’t even play good golf. The clubs are more about the image of class and excellence then about function. He can’t show up to the course to play a round with the executives at the company he’s buying and have a bag full of rusty Northwesterns, can he? Just stay fairly close, answer every question quickly and confidently and when he commits to buy, run like the wind to get him his headcovers. Remember, say please and thank you a lot and you will be golden. It is totally OK that you ignore every other customer in the store for this guy because when he buys, he buys A LOT.

Click here for more discussion in the “Equipment” forum. 

(Non-golfing) Wife with a golfer husband

How to recognize her: She looks completely lost in the store.

Obvious giveaway: Says, “Excuse me, do you work here?” Even though you are wearing a shirt with the store name on it.

How to sell to her: “A Scotty Cameron and Pro V1s? Yes we have those. Let me get them for you.”

Click here for more discussion in the “Equipment” forum. 

Wise graybeard who is obviously a +3 index

How to recognize him: You might not know him, but every big box store has a top amateur golfer working there and he will know him. They’ll have a quick chat.

Obvious giveaway: It’s not tournament season (he won’t buy a new club in July). Also, he’ll:

  1. Have a particular individual club off the rack he wants to hit. It won’t even be a particular make and model, but a particular unit of that make and model that just looks “right” at address.
  2. He’ll just waggle it,while inspecting the club closely. That will be enough

How to sell to him: This is the type of guy that you need to feel out. He will probably be immediately skeptical of any new technology you mention. This is a guy who just finished third in the State Amateur using a five-year-old driver, so he’s not going to rush to buy a new club just because it’s adjustable or has a slot or some other doo-dad on it.

This type of golfers wants something that looks good to his eye and will be completely OEM agnostic. In fact, it’s a safe bet that he owns a wedge or 2 iron that is a knock off brand and is 20 years old. So take it easy on the new terminology that OEMs are using in commercials. Talk more about how the club looks at address then about how “hot” it is. Show him some of the discounted models just so he doesn’t think you are trying to sell him the most expensive thing on the floor. The thing is, this guy actually CAN use your help because he probably knows little about the new tech or new models. You just need to be careful how you go about it.

This is the type of guy that walks out the door with the discounted Cleveland TL310 because it just looks right and he figures it will work as well as anything new. So make a few suggestions here and there. He may want to hit the club he may not. I’ve seen guys who will buy a club just because it looks right. They figure the rest out on the course.

Click here for more discussion in the “Equipment” forum. 

The obvious tour poser

How to recognize him: Is that Rickie Fowler? No it’s not, but for a second you weren’t sure.

Obvious giveaway: It’s January, the courses aren’t open and it’s snowing, but he looks like he’s on his way to a tour event and is wearing a name brand baseball hat that matches perfectly to his shirt and trousers.

How to sell to him: Answer every question he asks with:

“Yes, that is the [insert equipment/garment] that he used for the final round at Quail Hollow!”

That’s what is most important to this guy — owning what tour pros use and wear, especially if it was done in a significant tournament. Generally speaking, selling to this guy is extremely easy, so the only extra advice is that you shouldn’t stop at clubs and clothes. This guy is a prime candidate to buy a bag, rangefinder, new expensive shoes, belts, etc. You are doing yourself a disservice if you don’t show him the belt Brian Gay wore when he won at Hilton Head. You know which one, right?

Click here for more discussion in the “Equipment” forum. 

The regular guy

How to recognize him: He looks like a regular guy.

Obvious giveaway: Nothing.

How to sell to him: Juice the monitor.

Now, as they would say in Glengarry Glen Ross. I can go out there and sell….Tonight! Go and do likewise gentleman. You can thank me later.

Click here for more discussion in the “Equipment” forum. 

 

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Jeff Singer was born and still resides in Montreal, Canada. Though it is a passion for him today, he wasn't a golfer until fairly recently in life. In his younger years Jeff played collegiate basketball and football and grew up hoping to play the latter professionally. Upon joining the workforce, Jeff picked up golf and currently plays at a private course in the Montreal area while working in marketing. He has been a member of GolfWRX since 2008

9 Comments

9 Comments

  1. mike

    Jan 15, 2013 at 1:35 am

    funny stuff. good read

  2. Gary Hansberger

    Nov 28, 2012 at 11:49 am

    Good stuff. Having been on both sides of this isle it’s great to see how both customers and staff relate to the extreme issues of equipment vs real performance.

  3. killerbgolfer

    Nov 26, 2012 at 11:25 pm

    The writing on Golfwrx is getting really solid. Well played sir.

  4. josh

    Nov 25, 2012 at 2:16 pm

    loved it!!

  5. Birdielab

    Nov 25, 2012 at 11:27 am

    This pretty much sums it up – I would include “The guy who shows up once every two weeks to try out equipment that he then buys on ebay” and “The guy who doesn’t trust anything salespeople say and thinks you are always trying to separate him from his money, even though you are actually trying to help him solve whatever problem he is there to fix”, oh and “the guy who waaaay overestimates his talent (“I hit a 9 iron about 180-185”) – not judging, but all three are a very tough sell. I worked at a big box for a few months and learned a LOT about the mentality of golfers and our equipment. I have my own opinions but that’s whats great about golf – everyone gets something different out of it.

  6. Blopar

    Nov 25, 2012 at 9:01 am

    I am the 61 y.o. + 3 index— but know this, I’m a plus 3 because I’m gaming the latest high tech stuff and I’m obsessive about fitting–that’s what keeps me on top.
    Don’t characterize everyone over 35 as out of date and ignorant about their equipment!

  7. paul

    Nov 21, 2012 at 10:35 pm

    I would be the customer that wants to know everything. keep the educational articles coming guys 🙂

  8. Flanman

    Nov 21, 2012 at 3:40 pm

    I like this! I work at a big box retailer, and this seems to cover all the demographics walking through our store… This is my secret, being the best salesman in the store is about honesty, professionalism and talent. Rather than “juicing the simulator”, I prefer to let the client warm up, then maybe make one or two simply suggestions in relation to maximizing their current golf swing. If I can cure a hook/ slice and correct the clients ball flight too, chances are that they will be honestly gaining some distance. They walk out with the club 9/10 times and the 1/10 that doesn’t buy the club, is leaving with a shirt/ balls/ hat whatever!!

    • nate

      Nov 24, 2012 at 1:39 pm

      Flanman – quick question for ya. How are you measured against your peers as the ‘best’ salesman at your store?

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19th Hole

Vincenzi’s 2024 Zurich Classic of New Orleans betting preview

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The PGA TOUR heads to New Orleans to play the 2023 Zurich Classic of New Orleans. In a welcome change from the usual stroke play, the Zurich Classic is a team event. On Thursday and Saturday, the teams play best ball, and on Friday and Sunday the teams play alternate shot.

TPC Louisiana is a par 72 that measures 7,425 yards. The course features some short par 4s and plenty of water and bunkers, which makes for a lot of exciting risk/reward scenarios for competitors. Pete Dye designed the course in 2004 specifically for the Zurich Classic, although the event didn’t make its debut until 2007 because of Hurricane Katrina.

Coming off of the Masters and a signature event in consecutive weeks, the field this week is a step down, and understandably so. Many of the world’s top players will be using this time to rest after a busy stretch.

However, there are some interesting teams this season with some stars making surprise appearances in the team event. Some notable teams include Patrick Cantlay and Xander Schauffele, Rory McIlroy and Shane Lowry, Collin Morikawa and Kurt Kitayama, Will Zalatoris and Sahith Theegala as well as a few Canadian teams, Nick Taylor and Adam Hadwin and Taylor Pendrith and Corey Conners.

Past Winners at TPC Louisiana

  • 2023: Riley/Hardy (-30)
  • 2022: Cantlay/Schauffele (-29)
  • 2021: Leishman/Smith (-20)
  • 2019: Palmer/Rahm (-26)
  • 2018: Horschel/Piercy (-22)
  • 2017: Blixt/Smith (-27)

2024 Zurich Classic of New Orleans Picks

Tom Hoge/Maverick McNealy +2500 (DraftKings)

Tom Hoge is coming off of a solid T18 finish at the RBC Heritage and finished T13 at last year’s Zurich Classic alongside Harris English.

This season, Hoge is having one of his best years on Tour in terms of Strokes Gained: Approach. In his last 24 rounds, the only player to top him on the category is Scottie Scheffler. Hoge has been solid on Pete Dye designs, ranking 28th in the field over his past 36 rounds.

McNealy is also having a solid season. He’s finished T6 at the Waste Management Phoenix Open and T9 at the PLAYERS Championship. He recently started working with world renowned swing coach, Butch Harmon, and its seemingly paid dividends in 2024.

Keith Mitchell/Joel Dahmen +4000 (DraftKings)

Keith Mitchell is having a fantastic season, finishing in the top-20 of five of his past seven starts on Tour. Most recently, Mitchell finished T14 at the Valero Texas Open and gained a whopping 6.0 strokes off the tee. He finished 6th at last year’s Zurich Classic.

Joel Dahmen is having a resurgent year and has been dialed in with his irons. He also has a T11 finish at the PLAYERS Championship at TPC Sawgrass which is another Pete Dye track. With Mitchell’s length and Dahmen’s ability to put it close with his short irons, the Mitchell/Dahmen combination will be dangerous this week.

Taylor Moore/Matt NeSmith +6500 (DraftKings)

Taylor Moore has quickly developed into one of the more consistent players on Tour. He’s finished in the top-20 in three of his past four starts, including a very impressive showing at The Masters, finishing T20. He’s also finished T4 at this event in consecutive seasons alongside Matt NeSmith.

NeSmith isn’t having a great 2024, but has seemed to elevate his game in this format. He finished T26 at Pete Dye’s TPC Sawgrass, which gives the 30-year-old something to build off of. NeSmith is also a great putter on Bermudagrass, which could help elevate Moore’s ball striking prowess.

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19th Hole

Vincenzi’s 2024 LIV Adelaide betting preview: Cam Smith ready for big week down under

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After having four of the top twelve players on the leaderboard at The Masters, LIV Golf is set for their fifth event of the season: LIV Adelaide. 

For both LIV fans and golf fans in Australia, LIV Adelaide is one of the most anticipated events of the year. With 35,000 people expected to attend each day of the tournament, the Grange Golf Club will be crawling with fans who are passionate about the sport of golf. The 12th hole, better known as “the watering hole”, is sure to have the rowdiest of the fans cheering after a long day of drinking some Leishman Lager.  

The Grange Golf Club is a par-72 that measures 6,946 yards. The course features minimal resistance, as golfers went extremely low last season. In 2023, Talor Gooch shot consecutive rounds of 62 on Thursday and Friday, giving himself a gigantic cushion heading into championship Sunday. Things got tight for a while, but in the end, the Oklahoma State product was able to hold off The Crushers’ Anirban Lahiri for a three-shot victory. 

The Four Aces won the team competition with the Range Goats finishing second. 

*All Images Courtesy of LIV Golf*

Past Winners at LIV Adelaide

  • 2023: Talor Gooch (-19)

Stat Leaders Through LIV Miami

Green in Regulation

  1. Richard Bland
  2. Jon Rahm
  3. Paul Casey

Fairways Hit

  1. Abraham Ancer
  2. Graeme McDowell
  3. Henrik Stenson

Driving Distance

  1. Bryson DeChambeau
  2. Joaquin Niemann
  3. Dean Burmester

Putting

  1. Cameron Smith
  2. Louis Oosthuizen
  3. Matt Jones

2024 LIV Adelaide Picks

Cameron Smith +1400 (DraftKings)

When I pulled up the odds for LIV Adelaide, I was more than a little surprised to see multiple golfers listed ahead of Cameron Smith on the betting board. A few starts ago, Cam finished runner-up at LIV Hong Kong, which is a golf course that absolutely suits his eye. Augusta National in another course that Smith could roll out of bed and finish in the top-ten at, and he did so two weeks ago at The Masters, finishing T6.

At Augusta, he gained strokes on the field on approach, off the tee (slightly), and of course, around the green and putting. Smith able to get in the mix at a major championship despite coming into the week feeling under the weather tells me that his game is once again rounding into form.

The Grange Golf Club is another course that undoubtedly suits the Australian. Smith is obviously incredibly comfortable playing in front of the Aussie faithful and has won three Australian PGA Championship’s. The course is very short and will allow Smith to play conservative off the tee, mitigating his most glaring weakness. With birdies available all over the golf course, there’s a chance the event turns into a putting contest, and there’s no one on the planet I’d rather have in one of those than Cam Smith.

Louis Oosthuizen +2200 (DraftKings)

Louis Oosthuizen has simply been one of the best players on LIV in the 2024 seas0n. The South African has finished in the top-10 on the LIV leaderboard in three of his five starts, with his best coming in Jeddah, where he finished T2. Perhaps more impressively, Oosthuizen finished T7 at LIV Miami, which took place at Doral’s “Blue Monster”, an absolutely massive golf course. Given that Louis is on the shorter side in terms of distance off the tee, his ability to play well in Miami shows how dialed he is with the irons this season.

In addition to the LIV finishes, Oosthuizen won back-to-back starts on the DP World Tour in December at the Alfred Dunhill Championship and the Mauritus Open. He also finished runner-up at the end of February in the International Series Oman. The 41-year-old has been one of the most consistent performers of 2024, regardless of tour.

For the season, Louis ranks 4th on LIV in birdies made, T9 in fairways hit and first in putting. He ranks 32nd in driving distance, but that won’t be an issue at this short course. Last season, he finished T11 at the event, but was in decent position going into the final round but fell back after shooting 70 while the rest of the field went low. This season, Oosthuizen comes into the event in peak form, and the course should be a perfect fit for his smooth swing and hot putter this week.

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Opinion & Analysis

The Wedge Guy: What really makes a wedge work? Part 1

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Of all the clubs in our bags, wedges are almost always the simplest in construction and, therefore, the easiest to analyze what might make one work differently from another if you know what to look for.

Wedges are a lot less mysterious than drivers, of course, as the major brands are working with a lot of “pixie dust” inside these modern marvels. That’s carrying over more to irons now, with so many new models featuring internal multi-material technologies, and almost all of them having a “badge” or insert in the back to allow more complex graphics while hiding the actual distribution of mass.

But when it comes to wedges, most on the market today are still single pieces of molded steel, either cast or forged into that shape. So, if you look closely at where the mass is distributed, it’s pretty clear how that wedge is going to perform.

To start, because of their wider soles, the majority of the mass of almost any wedge is along the bottom third of the clubhead. So, the best wedge shots are always those hit between the 2nd and 5th grooves so that more mass is directly behind that impact. Elite tour professionals practice incessantly to learn to do that consistently, wearing out a spot about the size of a penny right there. If impact moves higher than that, the face is dramatically thinner, so smash factor is compromised significantly, which reduces the overall distance the ball will fly.

Every one of us, tour players included, knows that maddening shot that we feel a bit high on the face and it doesn’t go anywhere, it’s not your fault.

If your wedges show a wear pattern the size of a silver dollar, and centered above the 3rd or 4th groove, you are not getting anywhere near the same performance from shot to shot. Robot testing proves impact even two to three grooves higher in the face can cause distance loss of up to 35 to 55 feet with modern ‘tour design’ wedges.

In addition, as impact moves above the center of mass, the golf club principle of gear effect causes the ball to fly higher with less spin. Think of modern drivers for a minute. The “holy grail” of driving is high launch and low spin, and the driver engineers are pulling out all stops to get the mass as low in the clubhead as possible to optimize this combination.

Where is all the mass in your wedges? Low. So, disregarding the higher lofts, wedges “want” to launch the ball high with low spin – exactly the opposite of what good wedge play requires penetrating ball flight with high spin.

While almost all major brand wedges have begun putting a tiny bit more thickness in the top portion of the clubhead, conventional and modern ‘tour design’ wedges perform pretty much like they always have. Elite players learn to hit those crisp, spinny penetrating wedge shots by spending lots of practice time learning to consistently make contact low in the face.

So, what about grooves and face texture?

Grooves on any club can only do so much, and no one has any material advantage here. The USGA tightly defines what we manufacturers can do with grooves and face texture, and modern manufacturing techniques allow all of us to push those limits ever closer. And we all do. End of story.

Then there’s the topic of bounce and grinds, the most complex and confusing part of the wedge formula. Many top brands offer a complex array of sole configurations, all of them admittedly specialized to a particular kind of lie or turf conditions, and/or a particular divot pattern.

But if you don’t play the same turf all the time, and make the same size divot on every swing, how would you ever figure this out?

The only way is to take any wedge you are considering and play it a few rounds, hitting all the shots you face and observing the results. There’s simply no other way.

So, hopefully this will inspire a lively conversation in our comments section, and I’ll chime in to answer any questions you might have.

And next week, I’ll dive into the rest of the wedge formula. Yes, shafts, grips and specifications are essential, too.

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