Northern Texas PGA Seminar

Attended the Northern Texas PGA Section Annual meeting today.  The morning consisted of three separate seminars.  First up was Callaway Golf.  A big part of their research has shown that most golfers hit way too low on the clubface with an iron.  More so than even they suspected.  As a result, they've designed a performance iron with a lower center of gravity which moves the weighting lower and deeper into the back of the club. Additionally, they've strengthen the lofts a bit as well.  From a clubfitting standpoint, some good info when you're looking to improve this mistake.
Next up was Texas PGA Legend Joe Black.  He's a past PGA National President and the former Head Professional at Brookhaven CC in Dallas back in the 80's.  He had Andrew Magee, Scott Verplank and Brian Watts come through his junior programs.  His message was basically that the Golf Pro needs to position himself as the expert and not be shy about spreading the word of his expertise.  He told one story that while the Pro at Brookhaven he positioned his loft and lie bending machine right in the middle of the golf shop.  He and his Assistants would constantly work on member's clubs and draw a crowd while doing so.  Member's would line up to get their loft and lies checked.  Great information about being an expert at your craft and positioning yourself accordingly.
Last was a presentation from a marketing firm called Retail Tribe.  Very professional and hit home on a lot of subjects.  One of their marketing practices is the following:
1.  Inspire -  Customers to visit your outlet.
2.  Engage - With the product.  Pick it up and touch.  Try it out.
3.  Convert - Interest into a sale.
4.  Retain - Loyal customers.  Add value to their experience.
A very motivating and inspiring morning.  Lots of good information to help with teaching, clubfitting and marketing the golf professionals expertise.