How the “Down Sell” Hooks a Customer for Life

The first lesson I ever received on the benefits of selling for the long term occurred when I was about 12 years old. It took place in the golf professional’s shop at Lilleshall Hall, a club in Shropshire, England. I was standing in the pro shop when a middle-aged man came in and started to look at golf clubs. The professional, Gwyllam Hardiman (a dear friend of mine for over 50 years), enthusiastically greeted the man and asked if he could help. The man had just taken up the game a few days earlier and wanted to buy a set of Ping golf clubs. At that time, Ping clubs were in great demand in England and were very expensive compared to other major brands.

Ping Clubs Where in Great Demand in the UK

Gwyl asked the customer why he wanted Ping clubs, and he said he had been told they were the best. Gwyl agreed that they were very good clubs but suggested that since the customer had just taken up the game, it would make little difference to him what clubs he used initially. Instead of buying a new set, Gwyl suggested that the customer start with a used set, take some lessons, and play a few times to make sure he really was going to enjoy the game and continue to play. Then, when…