2009 PGA Show: Sex sells?

As I traveled to Orlando for the 2009 PGA Show, I wondered how this greatest show in golf would change with the tough economic times.  Would the aisle of the convention center still be overcrowded?  Would the vendors line up from one end to the other trying to sell the next greatest thing?

After spending the better part of two days walking the miles of booths that make up the PGA Golf Show I came to a realization.  I had been using the wrong sales tactics for all these years in my golf shop.  I had been taught that product knowledge, customer service, competitive pricing and an attractive display was the key to being able to sell.  I quickly learned something attractive was important.

In the tough economic climate we now operate in, it has been decided that sex sells.  I know this is nothing new in most of the world we live in.  I guess the industry has decided that is the best way to keep making sales in the current market.  As I walked the aisles I noticed numerous booths were staffed by somewhat attractive women, who were not wearing large amounts of clothing.  They were handing out information on whatever product they were promoting.

It didn't take long to realize this tactic might actually work.  The mostly male golf professional crowd was definitely noticing the girls.  The steady flow of traffic would begin to slow down and even back up around the booths staffed by the "hired guns".  As I stood back and observed from a distance it was amusing watching the different approaches the men tried with the women.

Some would take the literature, ask questions and even pretend to be looking for left handed ladies triple stiff graphite shafts.  Nice try boys.  Others would just pretend to look at the product and hope to not get caught staring at the help.

Just for fun I actually stopped and talked to one of the young ladies.  Honey, I swear it was just research and I hated every second of it. 

I asked her what she could tell me about the wedges she was promoting.  She paused for a second and responded, " Well, I know they are way better than the old ones and I think you would like them a lot.  When you whack the ball it will go really far!!"

At this point you would think I would have moved on, since I had received all the information anyone would need to make a informed purchase.  Oh no, I keept asking questions.  I then learned that she works almost every trade show that is at the convention center.  This week it is golf items, next week a boat show and then the computer show.  She said it pays the bills for college.

I am not sure how much product these girls helped their employeers sell during the show, but they definitely brought in foot traffic.  In the end, that is a positive thing.  More importantly they made the long walk through the convention center much easier to take.

Oh by the way, the "promotional professional", thats what I have decided to call them, says that she gets about 10 -15 offers for dinner and drinks per day.  Good Luck guys.