Buying golf clubs online
(Excerpts from an interview with Pinemeadow Golf)
Previous: Pinemeadow Golf's origins and goals
Me: What about the fear of buying clubs online?
Bryan O'Doherty: So much of it for us is that customers have to build a trust with the people they're doing e-commerce with. And that's why at our site, for example, testimonials and actual product reviews by customers matter so much.
We also have an extraordinarily liberal satisfaction guarantee on our website. That really helps the customer with the buying decision. Even though only an extremely small percentage of customers ever use that functionality, it's there for them.
Guy Mount III: In addition, we get phone calls, we get emails, we answer technical questions. People ask us, 'what is the difference between an XP and a high trajectory XP?'
We'll email back and we'll say, 'you know, I think you need to go in this direction, and since you've talked about that we also think maybe this is the kind of shaft you ought to buy'.
The testimonials are important. And the customers' ability to ask us questions via the web. And then also the fact that we've been doing this now for twenty years. I think that also puts people at ease because they know this company has been around since 1985.
We laugh about these people who offer lifetime guarantees. Well, lifetime guarantees are great except when the company goes out of business, because you're kind of out of luck...
