NOTICE to the PRO: Prevent Members from Buying up to Now, Golf Ball Covers Had to Be "Out of Bounds" by A
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BALANCE SHOP STOCKS Wise Pros Study Price Range to NOTICE to the PRO: Prevent Members From Buying Up to now, golf ball covers had to be "Out of Bounds" By A. C. LINK baked on tmder Irigli-lieat. Because Wilson Sporting Goods Co. heat wilts windings and makes covers /CULTIVATING member interest on brittle, fortunes have been spent J equipment purchases and inducing them to patronize the pro, requires care- seeking ways to avoid heat. ful planning on the part of the profes- sional who competes with downtown bar- Now, Penfold announces he has gain merchants, who have cut into pro licked the problem. By his new shop profits. A number of thoughtful busi- Chemo-welding process he shrinks ness professionals have proved to them- selves that crying and fretting to the covers on COOL — chemically! members about what the local store has done or will do to potential shop sales is WITH THIS MAGIC RESULT: not only a costly, but destructive method of counteracting such business practice. Thin covers now become as tough Such reference on the part of the pro as the toughest! In fact so tough we seems to act as a stimulant to member put them on Penfold 50c and 35c bargain-hunters to satisfy their desires and come straggling into the clubs during balls. The cool process makes balls the early selling season with merchandise yards longer. For the first time, even that accentuates the aggravating condi- tion wherein the pro must suffer the loss duffers can play thiii, championship on such sales. type balls for 2 rounds at least. The keen business professional who has given time and thought to the question, The new Penfold '75', the Penfold "why do my members shop downtown?" 450' and the Penfold 'Racer' (3 for realizes there is a danger far greater than the loss through downtown member $1) have the new tough-thin, purchases. He has discovered that cus- Chemo-weld cover! tomers making purchases not available in the pro shop have satisfied themselves downtown even though these members realize the resentment on the part of the THE professional through such outside pur- chases. Consequently they use every pre- TIP- caution afterward to avoid the pro shop, OFF and in many instances, even the profes- sional himself. That is only natural, as every member appreciating the pro's shop revenue is the foundation of his profes- "LIVE" 4DKAn" sional livelihood, is naturally inclined to keep outside purchases secret. When that You ran tell whether a cover is "live" happens, it means a lost customer and the (cut-resisting) or "dead" (easy to cut) possibility of others going the same route. by the way it conies off the ball. A ''live" How to counteract this member bargain cover curls up tight, because it wasn't desire present the important issue. 'killed' by heat. A "dead" cover conies off open as a clam shell — brittle with no The keen business pro has solved the tendency to curl. problem with encouraging results by fea- turing certain bargains in clubs, balls and Write for descriptive price list! bags. These make his shop the center of member buying interest, and re-cultivate PENFOLD GOLF BALLS INC. New York: 67 W. 44th St. Chicago: 218 S. Waba«h Ave. the patronage of former store bar- Cleveland: 2000 W. 14th St. gain hunters into supporting pro shop Lot Angeles: Jack Schaefer. Int. 730 S. Grand Ave. volume. While I do not in any way advocate display of obsolete or low priced merchandise as a means to Only Penfold is PRO-ONLY! GREAT GOLF BALLS • plus a strong advertising campaign • plus exclusive distribution through P. G. A. members" shops will make money and keep customers for good business-man professionals this year. Only P. G. A. members can sell P. G. A. balls. If you are not a P. G. A. member and are a good pro qualified for membership you had better look into all the reasons why you should be a P. G. A. member now. For complete details of the requirements and advantages of P. G. A. membership consult any sectional P. G. A. officers or write direct to headquarters. PROFESSIONAL GOLFERS' ASSOCIATION OF AMERICA General Headquarters: First National Bank Building, Chicago satisfy this "something for nothing" Holding members' interest is the im- member buyer desire, I do believe in a portant factor, and the pro must cultivate smartly set-up shop with good, up-to-date all members' desires for the better things merchandise predominating. This unques- in golf, whether it be equipment, advice, tionably is the greatest selling asset the instruction or friendly conversation. Such pro can have. Yet, I maintain, equipment activity makes it possible to keep closer representation must be such that a cus- in touch with the players' changing de- tomer's buying whims can be reasonably sires. Therefore, what better opportunity reconciled, and that a three- or four-for-a- presents itself than to so plan your shop dollar ball, cheerfully sold and occasion- display of equipment that both man and ally recommended for certain conditions, woman member buying interest in your has the direct possibility of a subsequent sale at the 75 cent golf ball price level. shop is always steadily on the increase? Even the tightest dub thrills with the feel- Make sure they come in and get ac- ing of a sound wallop into a top grade quainted with what you have to offer for ball, and is therefore a potential prospect their convenience, and avoid any possible not only for a better golf ball, but better inference that a visit to your shop obli- golf equipment throughout. But, we must gates them in any way to a purchase. not lose sight of the fact that his bargain The greatest natural golf equipment instinct commands him at times to buy outlet is within your own reach. Why let some item of cheap equipment. the downtown merchants outsmart you? ••¡THERE'S PROFIT IN THIS SERVICEHHBI "GRIP re,er GRIP-RITE PROS. P GRIP-RITES because 50 RITE" 0 easily, quickly inserted or removed. Can be fitted to any shoe 4 8 sizes SHU-SPIKES SHU-SPIKES — flat or pointed # self-selling service Made Solely by PREVENT SLIPPING that brings profit and good-will. North & Pfeiffer Wfg. Co. (LOOK FOR OUR LABEL ON THE BOXI Hartford, Conn., - U.S.A. Deal with GOLFDOM advertisers; they pay for your subscription .