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 It had been a dismal year for golf pro shops; 1998 sales were down 30% or more
nationwide. So how did Hillandale Golf Shop in Durham, NC manage to post record profits
for the year? Zack Veasey, Head Golf Pro and General Manager at Hillandale Golf Shop,
answers without hesitation: "THE PROFIT ENHANCEMENT PROCESS."
" We were able to weather the national slump in
1998 by creating a ‘profit culture’ inside our company," he said.
"Revenues were down for us, just as they were for our competitors, but our sales fell
only 15% - about half the national average. And we were more profitable, even with lower
gross sales!"
Ironically, just one year earlier, Hillandale Golf Shop was riding high on its highest
gross sales ever, it had won national awards and the company was growing by leaps and
bounds. "The perception was that things were fantastic," said Veasey. "But
for the first time in the history of the company, even with record sales, we didn’t
show a profit in 1997. I knew it was time to make a change."
Veasey called on the expertise of our PROFIT ENHANCEMENT PROCESS (PEP) team at TKTK®. With the help of our
"profit coaches," he took a hard look at his company, the competition, his key
employees and his management style and made dramatic changes. "As a team, we
identified profit goals and our key players took responsibility for implementing business
strategies to reach those goals," he said. "We identified our competitive
advantage and then formulated the Hillandale Golf Shop story, the Hillandale brand.
Essentially, through the PROFIT
ENHANCEMENT PROCESS, we’ve raised the bar at
Hillandale Golf Shop. I only wish I had done it sooner!"
The PROFIT ENHANCEMENT PROCESS is open to any business that seeks to maximize its profitability
ratio. Convert your management team into a "profit team." Contact us at profit@tktk.com to find out more about PEP! |
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