Selling Into the Heart of Demand

Even if you are not a golf fan, stories about the Masters tournament played at Augusta National will interest you. Some tell of the personal side of a player like Phil Mickelson and his family while others remain centered on the game itself. Beyond the stories, though, is a mind-boggling business that makes this a big time event.

Tickets for the tournament days are nearly impossible to obtain unless you know someone. Practice round tickets are only available through a lottery system. It's all highly controlled by the tournament because they can do it. And that's how they like it.

Why? Because the demand is there. Plus, they like the prestige and tradition that are synonymous with the Masters.

For an operation that is only 'public' a few days out of the year, the tournament can turn a buck. It's done strategically and very effectively. Food and beverage options are very inexpensive considering the venue and the process for obtaining a quick meal is simple and easy. That's all by design.

But, rather than mark up food and beverage items beyond reason, it is the merchandise that sells like crazy. Nowhere else can you buy authentic Masters merchandise but at Augusta National (of course, there are those who resell on eBay). Lines of patrons file into the pro shops to grab whatever gear they can with the coveted Masters logo on it. You name it and they have it - golf shirts and tee-shirts to ball caps and ball markers. There are towels, flags, playing cards, belts and more.

Just as quickly as the merchandise flies off the shelf, it is restocked by fast moving clerks. It's an amazing process as the clerks know that everyone in the shop is there to buy something. They don't have to persuade anyone. It's a dream come true for retail selling. Imagine the margins on these products. Tee-shirts are $26, ball caps are $24 and golf shirts are $68. With the buying power that the Masters undoubtedly wields, the profits must be extremely favorable.

Even though this entire operation is an extraordinary one, it doesn't happen automatically. The Masters tournament understands their market. They understand demand and they know how to sell right into it - without really having to sell.

That's where some businesses miss it. They think a product will sell itself or that demand will somehow be there. That's not always the case. Sometimes you have to create it. And, oftentimes, you have to sell it. However, when everything is aligned (strategy, marketing, sales and service), you will reap the rewards.

Wouldn't it be great to be the 'Masters' of your market!