Eric Nielsen, the 2017 PGA Utah Section Golf Professional of the Year, is the PGA Director of Golf at Willow Creek Country Club, in Sandy, Utah.
Eric Nielsen on the importance of making demo days premier events:
Utah winters are filled with snow and fun for skiers and those who enjoy our cold-weather activities. For golfers, however, the off-season can be long, and the urge to get back on the links is great by the time we reopen our doors each spring. One great welcome-back event that our members anticipate each year is our spring multi-vendor demo day. Held on the first Saturday of each May, we welcome vendors from the top manufacturers in the country, as they set up their tents across our driving range, demonstrating the latest technology in golf clubs and equipment. This annual tradition, now 20 years strong, provides the perfect opportunity for our Willow Creek general manager and golf operations staff to serve our members in a different fashion than they are accustomed, barbecuing and serving refreshments free of charge. With the many vendors on site, and the goal of creating a memorable experience for our members, we have been told that this annual event is one of the best demo days in the state. Attendees enjoy preferred pricing as an incentive to purchase that day and we publicize the event as “The Big Demo Day of the Year”. We do, however, welcome our vendors back for individual demo events throughout the summer. Our sales reps bring their launch monitors and demonstrate their expertise on clubs and custom fittings through personal attention and service. In addition to trying the best in woods, hybrids, and irons, participants can demo the latest putters and even take a look through some of the most innovative range finders on the market.
Eric Nielsen on the business impact of making demo days premier events:
After conducting this demo day for over two decades, we strive annually to provide the experience that our members have come to expect. With companies such as Titleist, Callaway, TaylorMade, Ping, Cobra, Mizuno, and PXG, we truly offer something for everyone to enjoy. Individual custom fitting appointments fill up quickly, leaving little time for reps to attend to additional members on the spot. Our golf professional staff will often work with members, fitting them, and ideally closing the sale. In fact, 80% of our annual hard good sales are a result of this one Saturday in May. The discount offered on demo day is extended a month or so, in case members have a belated desire to buy the clubs they tried when our reps were present. The event also serves our golf professionals well as individual lessons are attained through a sharing of knowledge and impeccable customer service. Additionally, the day is the perfect way to start the new season and thank our members for their continued loyalty and support of the golf shop, and the club in general.
If you would like to email the author of this Best Practice directly, please email enielsen@willowcreekcc.com
