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Guest Column

I've developed a "level-of-effort" pricing policy that allows me to vary the price of a club to accommodate the client's ability, goals, and budget while maintaining a reasonable level of profitablility. The basis of my policy is that the components "pass through" and profits are realized by selling an increasing level of "value-added service." My answer to the title question is "DANA Golf clubs sell for the catalog price of the components plus either $15.00, $25.00, or $35.00 per club. If the clubs require ferrules we charge an additional $3.00 per club." Within that pricing structure we perform the following services.

Plan A - catalog price plus $15.00 per club: We determine the length, flex, grip size and preliminary lie angle (flat, standard, upright). This is our basic fit budget plan and is a quality cut and glue club. About 20% of our clients - usually beginners - select this plan.

Plan B - catalog price plus $25.00 per club: This plan includes all the aspects of Plan A plus swingweight matching, grip weight matching, and shaft pre-assembly flex testing by frequency meter. We make every effort to match the shaft CPMs, but if our inventory level won't allow this, the most flexible shafts go in the longer clubs and the stiffest go in the shortest clubs. A deflection board can also be used for the flex test. About 60% of our clients select this plan.

Plan C - catalog price plus $35.00 per club: This is our pro-line service where we do everything we can possibly do to match the clubs to each other and the client's requirements. In addition to all the aspects of Plans A and B, we spend as much time as reasonably necessary interviewing the client and evaluating their swing using the Golftek Pro-V swing analyzer and Distance Caddy radar gun. (If in doubt about their ability or answers, we take the client and test clubs to a local driving range for a hitting evaluation.) All components are gram weight checked and matched. Each shaft is critically examined for weight and balance point and tested for flex characteristics and best orientation in the frequency meter prior to trimming. After assembly each club's loft is checked against the design specification and adjusted if necessary. We also dynamic lie adjust every club to the customer's swing.

In all cases, we unconditionally guarantee the clubs for material failure and workmanship, but NOT for playability or damage due to fair wear and tear or abuse. That said, in more than four years of service we've NEVER had a client say they didn't play better than before buying our clubs. Most RAVE about the improvement in their game!

This pricing policy is meant for set sales only. Obviously it wouldn't be very profitable if you made a single club for $15.00 over the catalog price. I price single clubs at the catalog price of the components plus $25.00. An additional $3.00 is charged for clubs requiring ferrules.

The ability to tailor your pricing will vary with your skill level and the equipment you use in assembly. Obviously, It wouldn't be very practical to charge for lie/loft adjustment if you don't have a lie/loft machine! I offer my pricing policy as an example of how you can reach a wider range of customers (skill and budget) by matching your level-of-effort to their "level-of-need" and pricing accordingly. After all, every golfer doesn't need a Plan C club. For those clients who cringe at paying $45.00 - $55.00 for a component club, I remind them that the club is my second product. My primary product is my service. I am here to do the very best job I can to help improve their game. If they have a problem with a club, they can come back to me and get immediate service. They don't have to wait 2-3 weeks for service from a faceless, no-name employee of an international conglomerate.

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