When I managed pro shops during my career and players asked to recommend a racquet, I usually watched them over to the display area and asked them what color they liked. This overly simplistic advice underscores something far more important. People play tennis largely for fun and the satisfaction of improvement. Their racquet is as important to them as the clothes they wear, the car they drive, the cell phone they use, and the house they live in. They will select it largely because of an emotional reaction and, yes, color is important.
Each year racquet manufacturers come up with higher performance, more sleek, and more high tech equipment. Even the names of the frames are hot. Is there a doubt that Head partially named their Liquid Metal Series after the indestructible and ultra-cool lady villain in Terminator 3? And, how about the “Protector?” Sounds close to Hollywood’s highly popular series called the “Pretender” to me. Yonex has its RDX500 that sounds a bit like the famous “Indy 500” car race. Babolat has the “Pure Drive” that Roddick uses and who doesn’t want to hit their shots “pure” like Roddick, whatever that means? Prince has it’s “Shark” that has to remind us not only of the tenacity of the fish, but also of golfer Greg Norman’s successful clothing line and logo.
The point is that all of these companies are working for us. They conceive of, design, and promote new racquets each and every year that are tickling your players to try them out and ultimately purchase. The question is: “How can we take advantage of all the work they are investing in us?” Here are a few ideas to help you cash in on the investments the racquet manufacturers are making in the industry. Someone will be selling them racquets; it may as well be you.
Demo racquet rack on Court
For under $50 you can purchase a very professional-looking portable racquet center that will hold a dozen or more racquets. Have the pros at your facility bring it out on the court when they teach drills sessions, clinics, or simply keep it on the court for back to back lessons. Players will be eager to try new racquets. Sell just one and pay for your racquet display holder. The key is getting the pros to take it out on the courts. Make it mandatory and watch your racquet sells increase.
Demo Racquet Center in shop
While we’re on the topic of racquet racks, you need to have more than one and, if you buy into this marketing concept, have a double set of demo racquets as well (yes, even if you have to pay a little for the second set). Then, make sure to train your desk staff to ask all players going out to play if they would like to try a demo racquet. They should already be asking the players if they need a can of balls, so have them ask, “You’re on Court #6. Have fun. Do you need a can of balls or would you like to try out a demo racquet free of charge?”
Detail your demo racquets like a carwash
Take your car into a carwash and have it detailed. Treat your demo racquets the same way. They should always look and feel perfect. Strings, stencils, grips, etc. If they don’t look and feel terrific, who will want to buy them?
Post list of top 10 players and what racquets they use
Everyone loves a celebrity or superstar. It’s human nature. Look in Tennis Magazine or check on the Internet for a monthly list of the TOP 10 players on the ATP and WTA professional tours. Type up their names and put the brand racquet and frame style that each player uses next to his or her name. Then, spend 30 minutes or so and take your computer print-out of this list to your nearby copy center. Have them enlarge it to poster size. Buy a nice frame that makes it easy to slip the poster in and out of each month. Hang this player poster in the middle of or next to your pro shop’s racquet display area. You’ll be surprised how much attention it gets. This idea is also a great icebreaker or conversation starter for your team members who help customers with racquets. But, remember, the key to this effort is to update the list monthly. A little extra time each month will definitely help sell at least one extra racquet. With an average profit margin of $75-$100 per racquet, isn’t it worth the effort?
Player posters of frames you sell
The final idea to share is to take advantage of the racquet companies who print player posters. The main problem is that most shops use scotch tape or masking tape to hang them. Not only is the tape tacky but it looks tacky as well. Frame them nicely and your mileage will definitely improve. And, don’t forget to ask your racquet manufacturer for an autographed copy of the poster. Tell them that you are framing them nicely in the shop so it will last for years, and that some of the other racquet makers are helping you with this project. You may not get every player’s autographed poster but you will get a few if you’re persistent. Have fun!