A PGA Professional of 23+ Years. My experience as a Golf Industry Sales Rep.

A Must Read for PGA Member's and Apprentices

I graduated from Coastal Carolina in 1998'. I had lofty aspirations for my Golf Professional Career. I was confident I would be a Head Golf Professional at a "high end" private golf club or resort. The only goal I had for my income was that I would make "six figures". Sounds like a goal of a 22-year-old college kid, right? I did put in the work. One Spring break I drove 25 hours from Myrtle Beach to Houston to my first PGA GPTP Level 1. While my friends were taking group vacations or heading home on school breaks. I was studying my PGA GPTP books and heading to testing sites like Portland Oregon, Houston TX and Buffalo NY. Prior to college graduation I secured my first assistant golf professional job. My career would start at a "highly recognized" private golf club on Cape Cod MA. I was excited and on track to achieve all my career goals.

As my fellow PGA Professionals know, your career development is not always based on where you work. But who do you work for. Unfortunately, I learned quickly that the PGA Professional that hired me was no mentor. In fact, he was the complete opposite. I often heard others describe his style as "old school".

I distinctly remember my first interaction with a golf industry sales rep. It was a beautiful late Spring Cape Cod morning. A very tall, dark haired, young man walked through the open double doors of the golf shop. I was behind the counter of the golf shop and my Head Professional was greeting members at the door. The young sales rep politely introduced himself to The Head Golf Professional. The Head Golf Professional barely acknowledged the young sales rep. He did respond with the weak expression of "Uh huh." After the introduction the Head Golf Professional went back to greeting incoming members and seemed to deliberately and delightfully ignore the sales rep. The sales rep. uncomfortably and awkwardly backed up to the corner of the golf shop entrance. A few minutes passed and I could tell the sales rep was feeling a little uncomfortable. So, I went over and introduced myself. We had a great conversation. After about 10 minutes, The Head Golf Professional abruptly ran out of the golf shop. I suggested to the sales rep that I do not think The Head Golf Professional would be available today. So, I took his card and a brochure and let him know I would pass along his information.

This was my first introduction on how a Head Golf Professional treated a golf industry sales rep. Later I learned that was the very first sales call for the young sales rep on his first day of work. Welcome to sales kid! Unfortunately, that was not the last time I witnessed unprofessionalism and abuse of a fellow golf industry professional. As I continued my golf professional career, I may have been a little conflicted on how to interact with golf industry sales reps. Do you give them "the old school" treatment I witnessed by my first Head Golf Professional. Or do I be myself and enjoy learning about golf industry products, helping others and forging new relationships. I am proud to say I chose the latter.

As my career path continued, I was disappointed to learn that my "six figure" Head Golf Professional job was not presenting itself. So, like many PGA Members I bounced around constantly trying to improve and grow my career. My career job titles included: Assistant Golf Professional, Head Golf Professional / General Manager, Golf Shop Owner, Food and Beverage Facility Owner, Director of Instruction at a green grass facility, and Director of Instruction at a big box store. Around 2005 I started investing in real estate. But I did not want to give up on my golf career that I had invested so much time and effort.

In July of 2015 Everything changed. At the time I was teaching a few golf lessons per month at a local driving range. I was focused more on real estate than golf. I remember sitting in the living room with my wife of only 2 weeks. I was looking online for a golf industry job. "I am going to send in a resume for this sales rep job", I told my wife. "I will never even get a response. These jobs get hundreds of resumes", I said with reserve. Well, to my surprise, I got the job. I began a new chapter in my golf career as a Sales Manager for a major golf industry manufacturer. This job changed my life. The position included industry leading compensation, expense account, a truck, a computer, a cell phone, and benefits. I have never seen a compensation package like this. I knew that I was fortunate to have the position in The Golf Industry and was excited to excel.

One competitive advantage I knew I had as a Sales Rep. was that I am a PGA Professional and I would be selling to many other PGA Members. I see the PGA Membership as a close "brotherhood". I truly believe in Article 1 Section 2 of The PGA Constitution which reads: "The mission of the Association is to promote the enjoyment and involvement in the game of golf and to contribute to its growth by providing services to golf professionals and the golf industry." As a PGA Professional I believe it is my duty to grow the game of golf. And one way I do this is by supporting my fellow PGA Professional. I would give the shirt off my back to another PGA Member. However, over the next 7 years as a Golf Industry Sales Rep, I would learn that unfortunately not all PGA Professionals share my belief.

Personally, I try to satisfy everyone that requests my time. You never know what you will learn, who you will meet, how you may help someone, or how you may benefit from an interaction. After 7+ years as a Golf Industry Sales Professional I can say that I am appalled by the behavior and lack of support from my fellow PGA Members. Perhaps most PGA Members received the same "old school" training I received on how to interact with golf industry sales reps. All of my introductory sales emails or phone calls begin with "This is Don Groft, fellow PGA Professional." I would think that statement would gain some respect. My rate of return on personal sales phone calls and emails to PGA Members is less than 5%. Keep in mind, we now have technology that tells us who opens and reads an email that has been sent. The lack of welcome that I receive from fellow PGA Professionals when I visit their golf facilities reminds me of the first interaction I witnessed between my Head Golf Professional and the young sales rep. In my sales experience with PGA Professionals, I have received an attitude of exclusion and non-acceptance. Those are the last things we need to be displaying in The Golf Industry right now. I have never heard anyone speak on this topic. After years of witnessing this unprofessional behavior, it is time for me to speak up.

You may be reading this thinking that I am a bit if a maverick. My story is unique. Well, I am not the only person that feels this way. I have questioned dozens of PGA Members that are golf industry sales professionals. They have expressed to me extreme disappointment at how they have been treated by their fellow PGA Professionals.

So, where does this come from? If a PGA Professional called or emailed me for anything. I would call them back and give them as much time as I could. I would try to help them. Two years into my sales career I had an opportunity to transfer to a larger territory. My company asked me if I would conduct a job search to fill the position in the territory I was leaving. In 2 years of sales, I visited hundreds of golf facilities and interacted with as many PGA Members. I could count on one hand the number of PGA Professionals that I had interacted with that showed me the grace, genuine positive attitude, and interpersonal skills it took to succeed at my sales position. So, I offered the job to a non-member golf professional. The position and the compensation package offered changed that individual's life. I really wanted to offer that opportunity to a PGA Professional. But, unfortunately, based on how I was treated by the majority of the PGA Members I interacted with I couldn't do it. You may be reading this article thinking, "not me. This behavior does not reflect me or my staff." I and my fellow golf industry sales professionals have touched thousands of you. I would not be writing this article unless I knew that this is a far-reaching problem throughout our association.

So, what is the solution? Well, we obviously need to be better.

1. That starts with training and how you train your staff. We need continuing education training programs and programs for Golf Management Students on simple customer service and why it is important to support golf industry professionals. You never know who you are talking to. Treat everyone like they are helping you and you are genuinely helping them. You never know where that may lead. It may lead to a life changing job. Supporting Golf Industry Professionals is supporting the economy of golf. If you are not doing this, you need to reconsider your dedication to your PGA Membership.
2. Tournament Participants: I have sponsored thousands of dollars to PGA Section and Chapter golf tournaments. Thousands of PGA Pro's and apprentices have competed in events I have sponsored. I have had less than 5 "thank you for your sponsorship" emails. I have had only 1 phone call out of appreciation for my sponsorship and an invitation to come demo my product. Shout out to #ScottAllen at #PointSouth Golf Club in Hephzibah Ga. I have got 5 handwritten thank you cards. Shout out to #BrendanWaslsh from The Country Club. He makes all his interns that play in tournaments write handwritten thank you notes to sponsors. So, here is a news flash. Companies do not sponsor thousands of dollars to PGA Sections so young pros and apprentices can take a day off and shoot 78. They make events possible to support you as a PGA Member and your association. It should be the duty of golf tournament participants to return that same support. Reach out to sponsors of your PGA Section and Chapter. Ask them to come to your facility and meet with you. They deserve that opportunity. Show appreciation. This should be a mandatory procedure. Veteran PGA Members. You should be teaching this to the younger generation. I have personally witnessed a company pull back tens of thousands of dollars in PGA Sponsorship. Not due to budget cuts. Due to the unanimous sentiment of the sales staff that we did not get the level of support from PGA Members that our sponsorship deserved. Plain English, the sponsorship was not worth it.

Here is what I hope you take away from this. Look at business networking as an opportunity to learn, to grow, to help your industry and to help others. In order to do that you have to let people in. You never want to shut the door on a possible business relationship. You never know what great things may come.

I hope that our PGA membership can be better. Support one another. Support The #GolfIndustry by supporting Golf Industry #Salesreps. Oh, remember that young, tall, dark haired, nervous sales rep? He made out ok. He is now a top executive with one of the largest golf management companies in the world. I will continue to help my fellow PGA Member's and Apprentices. If I can help you with anything, please reach out to me. I will always give you my time.