Black Friday sales have been part of the Thanksgiving Weekend tradition for, well, as long as I can remember. But as older folks like me like to say, “Back in the day, we used to go to the store and wait in long lines to find bargains.”
But before e-commerce companies like Amazon started their Black Friday sales, people would do just about anything to bag a bargain. These days, consumers would rather go online than wait in line.
Major and minor retailers have been sending me Black Friday and Cyber Monday deals via email for more than a week now.
If you follow some of my Golf Fitness colleagues online, via Instagram or YouTube, maybe you received their Black Friday offers in the mail as well…
Commodities versus Coaching
When it comes to a sale, it’s easy to discount a commodity. A product that is produced in mass quantities and sold for a profit. Having spent my earlier days working in retail, the formula was pretty simple. The markup for a product was 100%. For example. If you purchased a box of 20 pillows, for example, and each pillow in that box cost you $5, that would be $100 for the box. The retailer marks those pillows for $10 each, earning the store a 100% profit, minus operating expenses.
So when you see something in a store or online for 20-30%, the seller is still marking a profit margin of 70-80%. At the end of the day, the value of a commodity is what the buyer is willing to pay for it. Whether it be the full asking prices, a discounted price, or, in some cases, above full retail value, when supply is low.
Many of the products I use in my business, things like Whatsthatstrap, the RMT club by Weckmethod, or the massage tools from Rad Roller, are all on sale. But these are commodities.
When a golf fitness professional creates a “canned” online video or PDF program, that is also a commodity. The product is created once, and sold over and over again without any further production costs.
Keep in mind that the true ‘value’ of these online programs is now the discounted price. NOT the regular price. They are basically saying to you, this is now the true value of my offer.
Some of my colleagues are even discounting the TPI Level 1 Screen as a way to “get you in the door”. Which, in fact, is diminishing the real value of the screen.
I Sell Results
“My longest drive used to be 240 yards, with an average of 225. I am now averaging 245 and have hit several 270-yarders and one 280! Gonna be a fun season. Thanks, Brett.”__Ken D.
Golfers don’t really care about the screen! They care about how you can help them achieve results. The screen is just that. A way of measuring what it is you need help with, so the coach has a template as to where to start you on your journey from where you are to where you want to be.
Coaching is not a commodity. Coaching is a service. Just like other professionals, the cost of your service is based on how much you can help someone and how much time and money you invested to gain access to the knowledge and experience you need to do so.
The fitness industry has done a horrible job of establishing itself as a group of professionals and instead opted to discount the rate you pay for coaching as if it were a commodity. The more you buy, the less you pay per hour of service.
This is not the case if you were to seek the help of a doctor, dentist, chiropractor, massage therapist, etc. Your doctor doesn’t change his or her rate based on how often you get sick. The dentist doesn’t discount the cost of a filling; the more you need. And if they did, I would look to find another doctor or dentist.
The Value Of Coaching
As I said in the previous paragraph, the value of coaching is in the results you get for your clients/students. Some of those are listed on my Real Golfers, Real Results tab. Others on my Google Review page. And many more that just never got around to leaving a review.
My coaching is a culmination of my life’s journey. Or at least that which directly impacts the strategies and tools I use to help my clients achieve their goals. The knowledge and experiences that have certainly had a major impact on how I coach are:
- Bachelor Of Science Degree in Education, SUNY Fredonia
- The study of Martial Arts, mostly Jiu-Jitsu, including a Black Belt in Japanese style and years of study in Brazilian Jiu-Jitsu with Master Renzo Gracie.
- Nearly 50 years of participating as a runner. Something I began as a Sophomore in High School in 1977, I left it behind for many decades, and picked it back up more than a quarter of a century ago. At this point in my life, I have participated in more than 600 road races, including 8 marathons and 30 half marathons, as well as have coached many other runners to success.
- I’ve been practicing yoga since 2007, which started as part of my C.H.E.K. Holistic Lifestyle Coach certification. So that’s nearly 20 years of yoga knowledge and practice I put into the mix.
- Golf Fitness certifications began as far back as 2002, when I received my CHEK Golf Performance Specialist certification from Paul Chek himself. Mind you, these were the days when you had to travel to where the instructor was. This was not an online certification at the time. This was a week in San Diego, CA.
- My first TPI Certification came in 2010, and that was also an in-person certification. One, I re-attended 5 times, as well as attending 3-TPI World Golf Fitness Summit seminars.
At the end of the day, you, the golfer, want to know if they are getting value and results for the money you are spending. I can say with the utmost confidence that you are. And even at full price, you’re getting a bargain!
“When I came to Brett, my golf game sucked! I wasn’t getting better and felt very unathletic while playing golf. After a few weeks working with him, my golf swing and my body have completely changed. I have much more range of motion in my hips and back, and I’m never sore after a round of golf. I can’t recommend Brett enough if you’re serious about your golf game and serious about your overall health.“_Matt Murray
Brett’s Bottom Line:
The coaching I give to my clients, and the results they get, are consistent 365 days a year, including Black Friday and Cyber Monday.
To Longer Drives, Lower Scores and Fewer Injuries!
Ready to Get Started? Just email or call.
I’m ready to help you Play Golf Better!
