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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 LIV Golf Singapore betting preview: Course specialist ready to thrive once again

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After another strong showing in Australia, LIV Golf will head to Sentosa Golf Club in Singapore looking to build off of what was undoubtedly their best event to date.

Sentosa Golf Club sits on the southern tip of Singapore and is one of the most beautiful courses in the world. The course is more than just incredible scenically; it was also rated 55th in Golf Digest’s top-100 courses in 2022-2023 and has been consistently regarded as one of the best courses in Asia. Prior to being part of the LIV rotation, the course hosted the Singapore Open every year since 2005.

Sentosa Golf Club is a par 71 measuring 7,406 yards. The course will require precise ball striking and some length off the tee. It’s possible to go low due to the pristine conditions, but there are also plenty of hazards and difficult spots on the course that can bring double bogey into play in a hurry. The Bermudagrass greens are perfectly manicured, and the course has spent millions on the sub-air system to keep the greens rolling fast. I spoke to Asian Tour player, Travis Smyth, who described the greens as “the best [he’s] ever played.”

Davis Love III, who competed in a Singapore Open in 2019, also gushed over the condition of the golf course.

“I love the greens. They are fabulous,” the 21-time PGA Tour winner said.

Love III also spoke about other aspects of the golf course.

“The greens are great; the fairways are perfect. It is a wonderful course, and it’s tricky off the tee.”

“It’s a long golf course, and you get some long iron shots. It takes somebody hitting it great to hit every green even though they are big.”

As Love III said, the course can be difficult off the tee due to the length of the course and the trouble looming around every corner. It will take a terrific ball striking week to win at Sentosa Golf Club.

In his pre-tournament press conference last season, Phil Mickelson echoed many of the same sentiments.

“To play Sentosa effectively, you’re going to have a lot of shots from 160 to 210, a lot of full 6-, 7-, 8-iron shots, and you need to hit those really well and you need to drive the ball well.”

Golfers who excel from tee to green and can dial in their longer irons will have a massive advantage this week.

Stat Leaders at LIV Golf Adelaide:

Fairways Hit

1.) Louis Oosthuizen

2.) Anirban Lahiri

3.) Jon Rahm

4.) Brendan Steele

5.) Cameron Tringale

Greens in Regulation

1.) Brooks Koepka

2.) Brendan Steele

3.) Dean Burmester

4.) Cameron Tringale

5.) Anirban Lahiri

Birdies Made

1.) Brendan Steele

2.) Dean Burmester

3.) Thomas Pieters

4.) Patrick Reed

5.) Carlos Ortiz

LIV Golf Individual Standings:

1.) Joaquin Niemann

2.) Jon Rahm

3.) Dean Burmester

4.) Louis Oosthuizen

5.) Abraham Ancer

LIV Golf Team Standings:

1.) Crushers

2.) Legion XIII

3.) Torque

4.) Stinger GC

5.) Ripper GC

LIV Golf Singapore Picks

Sergio Garcia +3000 (DraftKings)

Sergio Garcia is no stranger to Sentosa Golf Club. The Spaniard won the Singapore Open in 2018 by five strokes and lost in a playoff at LIV Singapore last year to scorching hot Talor Gooch. Looking at the course setup, it’s no surprise that a player like Sergio has played incredible golf here. He’s long off the tee and is one of the better long iron players in the world when he’s in form. Garcia is also statistically a much better putter on Bermudagrass than he is on other putting surfaces. He’s putt extremely well on Sentosa’s incredibly pure green complexes.

This season, Garcia has two runner-up finishes, both of them being playoff losses. Both El Camaleon and Doral are courses he’s had success at in his career. The Spaniard is a player who plays well at his tracks, and Sentosa is one of them. I believe Sergio will get himself in the mix this week. Hopefully the third time is a charm in Singapore.

Paul Casey +3300 (FanDuel)

Paul Casey is in the midst of one of his best seasons in the five years or so. The results recently have been up and down, but he’s shown that when he’s on a golf course that suits his game, he’s amongst the contenders.

This season, Casey has finishes of T5 (LIV Las Vegas), T2 (LIV Hong Kong), and a 6th at the Singapore Classic on the DP World Tour. At his best, the Englishman is one of the best long iron players in the world, which makes him a strong fit for Sentosa. Despite being in poor form last season, he was able to fire a Sunday 63, which shows he can low here at the course.

It’s been three years since Casey has won a tournament (Omega Dubai Desert Classic in 2021), but he’s been one of the top players on LIV this season and I think he can get it done at some point this season.

Mito Pereira +5000 (Bet365)

Since Mito Pereira’s unfortunate demise at the 2022 PGA Championship, he’s been extremely inconsistent. However, over the past few months, the Chilean has played well on the International Series as well as his most recent LIV start. Mito finished 8th at LIV Adelaide, which was his best LIV finish this season.

Last year, Pereira finished 5th at LIV Singapore, shooting fantastic rounds of 67-66-66. It makes sense why Mito would like Sentosa, as preeminent ball strikers tend to rise to the challenge of the golf course. He’s a great long iron player who is long and straight off the tee.

Mito has some experience playing in Asia and is one of the most talented players on LIV who’s yet to get in the winner’s circle. I have questions about whether or not he can come through once in contention, but if he gets there, I’m happy to roll the dice.

Andy Ogletree +15000 (DraftKings)

Andy Ogletree is a player I expected to have a strong 2024 but struggled early in his first full season on LIV. After failing to crack the top-25 in any LIV event this year, the former U.S. Amateur champion finally figured things out, finished in a tie for 3rd at LIV Adelaide.

Ogletree should be incredible comfortable playing in Singapore. He won the International Series Qatar last year and finished T3 at the International Series Singapore. The 26-year-old was arguably the best player on the Asian Tour in 2023 and has been fantastic in the continent over the past 18 months.

If Ogletree has indeed found form, he looks to be an amazing value at triple-digit odds.

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Opinion & Analysis

Ryan: Lessons from the worst golf instructor in America

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In Tampa, there is a golf course that boasts carts that do not work, a water range, and a group of players none of which have any chance to break 80. The course is overseen by a staff of crusty men who have succeeded at nothing in life but ending up at the worst-run course in America. However, this place is no failure. With several other local courses going out of business — and boasting outstanding greens — the place is booked full.

While I came for the great greens, I stayed to watch our resident instructor; a poor-tempered, method teacher who caters to the hopeless. At first, it was simply hilarious. However, after months of listening and watching, something clicked. I realized I had a front-row seat to the worst golf instructor in America.

Here are some of my key takeaways.

Method Teacher

It is widely accepted that there are three types of golf instructors: system teachers, non-system teachers, and method teachers. Method teachers prescribe the same antidote for each student based on a preamble which teachers can learn in a couple day certification.

Method teaching allows anyone to be certified. This process caters to the lowest caliber instructor, creating the illusion of competency. This empowers these underqualified instructors with the moniker of “certified” to prey on the innocent and uninformed.

The Cult of Stack and Jilt

The Stack and Tilt website proudly boasts, “A golfer swings his hands inward in the backswing as opposed to straight back to 1) create power, similar to a field goal kicker moving his leg in an arc and 2) to promote a swing that is in-to-out, which produces a draw (and eliminates a slice).”

Now, let me tell you something, there is this law of the universe which says “energy can either be created or destroyed,” so either these guys are defying physics or they have no idea what they are taking about. Further, the idea that the first move of the backswing determines impact is conjecture with a splash of utter fantasy.

These are the pontifications of a method — a set of prescriptions applied to everyone with the hope of some success through the placebo effect. It is one thing for a naive student to believe, for a golf instructor to drink and then dispel this Kool-Aid is malpractice.

Fooled by Randomness

In flipping a coin, or even a March Madness bet, there is a 50-50 chance of success. In golf, especially for new players, results are asymmetric. Simply put: Anything can happen. The problem is that when bad instructors work with high handicappers, each and every shot gets its own diagnosis and prescription. Soon the student is overwhelmed.

Now here’s the sinister thing: The overwhelming information is by design. In this case, the coach is not trying to make you better, they are trying to make you reliant on them for information. A quasi Stockholm syndrome of codependency.

Practice

One of the most important scientists of the 20th century was Ivan Pavlov. As you might recall, he found that animals, including humans, could be conditioned into biological responses. In golf, the idea of practice has made millions of hackers salivate that they are one lesson or practice session from “the secret.”

Sunk Cost

The idea for the worst golf instructor is to create control and dependency so that clients ignore the sunk cost of not getting better. Instead, they are held hostage by the idea that they are one lesson or tip away from unlocking their potential.

Cliches

Cliches have the effect of terminating thoughts. However, they are the weapon of choice for this instructor. Add some hyperbole and students actually get no information. As a result, these players couldn’t play golf. When they did, they had no real scheme. With no idea what they are doing, they would descend into a spiral of no idea what to do, bad results, lower confidence, and running back to the lesson tee from more cliches.

The fact is that poor instruction is about conditioning players to become reliant members of your cult. To take away autonomy. To use practice as a form of control. To sell more golf lessons not by making people better but through the guise that without the teacher, the student can never reach their full potential. All under the umbrella of being “certified” (in a 2-day course!) and a melee of cliches.

This of course is not just happening at my muni but is a systemic problem around the country and around the world, the consequences of which are giving people a great reason to stop playing golf. But hey, at least it’s selling a lot of golf balls…

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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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