FootJoy, the #1 Shoe and Glove in Golf, has devised the ultimate FJ knowledge centre for golf professionals, retailers and FJ employees, in the form of its innovative FJ University training website. The concept behind FJ University is to arm FJ stockists with a whole host of strategies and knowledge on how to maximise their selling strategies and ultimately grow their overall turnover. Recognised by The PGA as part of its Member Education programme , this educational tool consists of four comprehensive training modules that have all been devised to specifically cover core selling strategies and enhance overall knowledge of FJ’s all-encompassing range of market-leading Shoes and Gloves and high-tech Performance Golf Apparel.
The FJ University programme will be used by the PGA in their post qualification training and allows each user to have their own log-in page so they can work through the modules separately with the use of step-by-step videos, images and regular assessments. The first four key modules to be launched consist of Shoe Fitting, Merchandising, Core Footwear and Business Opportunities. Each one has been specifically incorporated to form an essential knowledge base of FJ products, key selling techniques as well as the skills required to sell golf products more effectively.
“At FJ we are constantly looking at new ways that we can work closer with our partners to assist them in day-to-day best practices and sales techniques and this cutting-edge educational tool certainly fulfils the brief,” commented Russell Lawes, European Marketing Manager, FootJoy. “It’s vitally important that we share our expert industry knowledge with PGA Professionals and retailer in order to grow both our business and theirs for years to come. To already have the PGA recognise the value of this programme is testament to the hard work that has gone on behind the scenes putting together this educational platform.”
The Shoe Fitting module runs the user through a number of simple steps starting with five specific questions to gauge the customer’s needs. The module then educates the techniques required to examine the customer’s feet, highlighting the importance of using a Brannock device for accurate measurements and the ultimate fit. The module then outlines the roles and responsibilities of the expert in recommending the correct shoe size, and finally shows how to properly conduct a walk and swing test.
Merchandising plays a key role in a successful retail outlet and the tools outlined in FJ University help users understand why merchandising is so important today, the strengths and weaknesses of different merchandising approaches as well as identifying the FJ approach to proper merchandising, leading to increased sales and profits.
Within the Core Footwear section there are a number of learning points, designed to assist the user in pinpointing and selling the key features & benefits that resonate throughout FJ’s comprehensive golf shoe range. This understanding in-turn provides the ability to match the correct core products to customers’ needs and upsell throughout the FJ shoe line. The end-goal is to have the knowledge and sales skills required to match the needs of golfers with the right FJ product that will enhance their golf performance and enjoyment of the game.
To pull the whole learning process together the FJ University rounds off the learning experience with the Business Opportunities module. After completing this module the user will be able to apply specific, proven action steps to increase shoe sales and merchandise to attract more consideration and attention. Finally these tools allow the user to invest in their inventory intelligently and realise a greater return on investment, and identify the best-selling FootJoy products for their customer.
David Colclough, Head of Member Education for the PGA, said, “The online training programme delivered by FootJoy is yet another resource that enables our members to stay at the forefront of the industry, providing high levels of customer service and product knowledge to members, guests, and other customers who look to the PGA Professional to provide guidance and expert knowledge on golf equipment across the board. This programme not only provides members with fantastic information about the FootJoy range, but provides numerous valuable insights that can be used by members across their entire range of merchandise.”
FJ University is due to launch on 1st March 2013.
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