by Matt Flenniken

Director of Instruction, Los Lagos Golf Course

 

Build Trust with Students, then Fit Them with the Proper Clubs

Matt Flenniken, the 2007 Northern California PGA Section Teacher of the Year and a three-time section PGA Clubfitter of the Year, has given more than 53,000 golf lessons and generated more than $3.5 million in club sales through dynamic clubfitting.

Matt Flenniken on building trust with students through lessons and clubfitting:
If a player comes to us with a very good swing and hits his offset irons well, yet, with the same swing, hits traditionally set woods with a slice, we could strengthen the grip to close the face of the woods and have the client stay on the rear foot a bit longer – essentially, teach them to compensate. But this would mean the woods swing is now substantially different than the iron swing and this would not be advisable. As teachers with equipment knowledge, we can educate the client on how offset affects the ball flight; put some offset woods into his hands that match his irons and the trust factor goes up. The slice is gone and a better swing is promoted. You, the PGA Professional, have helped the student remove the chronic slice, and you are promoting a uniform swing throughout the set. The lesson has resulted in a sale of a new driver, a couple fairway woods and probably a referral your way. Which has more value, a few lessons on their own or a few lessons with club sales plus trust and referrals?

Matt Flenniken on the business impact of building trust with students:
Almost every good teacher has an innate ability to build trust within a series of lessons with a student, and this trust should be utilized to move a student into equipment that promotes a balanced motion. By utilizing clubfitting carts, a green-grass professional does not need to carry static inventory, allowing sales before inventory instead of inventory before sales. Dynamic clubfitting incorporated into the lesson program offers superior service, superior product and superior education to one’s client base. Both teachers and students should understand that dynamic clubfitting and teaching go together. I suggest getting trained in dynamic clubfitting, adding a clubfitting experience to your lesson plans and giving a clinic on how clubs affect ball flight and body motion – then watch how many players are ready to trust you with the decision to find the correct equipment for them.