Women Golfers and Golf Shops
Golf for Women magazine featured an article in the Sept/Oct. issue about the experiences of women golfers visiting golf shops. Even I was shocked at what these customers encountered when they went to buy clubs.
"Don't spend a lot of money because you don't look like you'll stick with it," said one retail rep to a new woman golfer.
That was the worst remark I read, but there were other patronizing or difficult experiences described. I suspect most of what the women encountered was a barely veiled attempt to get them out the door.
Despite separate women's sections, better product selection and private hitting areas for women, the fact is that the vast majority of women golfers are bad customers and most shop employees hate working with them.
Why are women difficult customers?
--They hate to spend money on equipment. I know that does not apply to all women golfers, but that's pretty much been my experience, whether the woman is new to the game or a veteran.
--They want to try out far more product than our shop --or most shops--can carry as demos. Since most of the women playing are not very good (nor are most of the men for that matter) it is less an issue of what to buy than just buying something.
--When women take clubs out they have a hard time bringing them back. They don't have time to drop everything and play a round of golf, so that borrowed club rides around in the car for two (or three or four) weeks until the right moment arrives. That's too long.
--Women are great about taking lessons and terrible about practicing and playing. Men are just the opposite. Without a strong commitment to practice and play it's impossible to get better, and most women don't get better. This is why as many women leave the game as start it every year.
--Women never trade their clubs in, yet almost all of them come to our shop asking to see used clubs for women. We might get five sets of used women's irons a year! The only reason we get that many is some husband traded them in.
--Clothing for women is a nightmare. Enough said.
Finally, women don't like to spend money. Did I already say that?
That's the number one reason why golf shops do NOT do a better job of catering to women's equipment and purchasing needs. That's not likely to change much in the future unless the Millennium Generation surprises us.
When I'm at the shop I'm expected to help every woman customer who comes in, and I do. I know they are much more comfortable working with me than one of the male employees, even Charlie. (Charlie has his share of women customers who will only talk to him. Most of these women are good golfers, play with men's clubs and demand professional treatment. YET, most of them still don't spend much money).
I know the equipment, the game as it's played by women, and the challenges women golfers face regardless of ability. If I had daughters they'd all play golf, but I would do my best to train them to be good customers.
