Tips for Selling: Eyewear

“I have carried Maui Jim and Sundog sunglasses for years, plus I’m always looking for new brands. I had a few groups of members return from fishing trips to the Carribean who told me I should look into carrying Costa sunglasses, because all the fishing guides wear them and rave about their quality lenses. I contacted our Michigan rep for Costa, Bill Muirhead, who spent 90 minutes educating us on every aspect of the Costa lenses. When the display and glasses arrived, I sent out an email with information about the new line. We sold 20 pair in the first six weeks and, interestingly, we saw a bump in our Maui Jim and Sundog sales, as well.”
Doug Kreis, PGA Head Professional, Battle Creek Country Club, Battle Creek, Michigan

“We market eyewear as an important piece of standard equipment for our members and guests. We offer custom fitting for sunglasses, just as we do for golf clubs. We keep a nice display in the golf shop with plenty of mirrors, but we also have catalogs from several manufacturers of eyewear available so our members and guests can order whatever lenses and color of frames they desire. Variety is important in eyewear.”
Marty Bauer, PGA Director of Golf, Glenwild Golf Club, Park City, Utah

“Once or twice a summer, we will set up a ‘pop-up’ store at the swimming pool on a sunny day. You often get emergency sales for those who forgot their sunglasses, but the pool store also prompts some members to decide it’s time for an upgrade. We do this in addition to having an eyewear display in the golf shop.”
Jay Dufty, PGA Director of Golf, Washington Golf & Country Club, Arlington, Virginia