Bowlers Journal International - January 2008 - (Page 96) SHOPTALK BY JEFF McCORVEY OPPORTUNITY IS WHERE YOU FIND IT Avoiding the coulda, woulda, shoulda might be a matter of adopting a new business perspective. WHILE THE PRO SHOP BUSINESS IS VERY REWARDING in many ways, that isn't necessarily so in a financial sense. Accordingly, we hope your future is looking bright as a new year dawns. For years, Kegel's John Davis has lamented the underappreciation and compensation of the lane man; however, the ball driller/coach is just barely a notch above. That seems odd for two reasons: 1. lane complaints top the list of proprietor nightmares, and 2. everyone acknowledges that bowler dropout is directly related to a lack of improvement. Accordingly, logic would assume that if the bowling operator takes care of the lanes and provides an avenue for improvement (via a quality pro shop operator and/or coach), that proprietor would have more satisfied customers, which ultimately leads to more profit. I will leave the lane man crusade to Mr. Davis, while I concentrate my observations on those of you who, like I, ply your trade in the world of bowling balls. THANKS FOR THE HELP For those of us involved in that world, it’s a great feeling when one of your bowlers comes back to tell you about their new high game, or thanks you for the ball or lesson that you provided. Additionally, it is difficult to place a value on getting up every day and going to the bowling center to “work” at that trade, as opposed to crawling along the interstate in rush hour with that tie cutting off the circulation to your brain for another day at the office of the “real” job. My friends with real jobs are jealous of me, and for good reason. I enjoy going to work and being around the sport I love. Best of all, I get paid for it. I am sure most of my peers in the business feel the same way. That is what drew us to become pro shop operators, and eke out a living in this sometimes challenging business environment. The reality is that we do this for the love, but still must put food on the table. The bowling business has changed dramatically since I opened my first shop in 1984, and I imagine it will continue to evolve. It is the nature of all business. It could be worse. I could have opened a video rental store back then. Even though the boom days of league play are behind us, it is by no means the end for bowling. This game has thrived and survived for many years for a lot of reasons, but not always in the 96 bowlers journal international JANUARY 2008 same capacity. The demise of league play was predicted by many, with the blame being shared by a multitude of reasons. But instead of wasting all of our time on “the way it used to be,” it is better to focus on what it can be. And what we have is a great sport that provides recreation, entertainment and competition for millions of people, even though they don’t all view bowling in the same manner. The customer demographics have changed and our product offering must change along with it. Some entities — manufacturers, proprietors, pro shop operators, coaches and associations — have done a wonderful job in this regard, and are quite successful. Others are still focused on coulda, woulda, shoulda, which usually leads down a dead-end alley. While talking to pro shop operators around the country, two things have become evident to me. Many are struggling with business, due primarily to the loss of league bowlers and the rise of centers which focus on the casual bowler. But some are doing quite well. Michelle Rakow of Bowlers Advantage Pro Shops in Tennessee has added another location and increased her same-store sales by focusing on lower-end products that suit the recreational bowler, and offering oneprice packages that reduce some of the buying decision pressures. “The recreational bowler needs guidance,” she says. ”They do not know how to choose from the various products. We offer a package that suits their skill level with different color choices to suit their desires.” On the other side of the country, Steve Harms of Bowlers Choice Pro Shop in Utah has shown a remarkable 22.2% increase in gross revenue utilizing the time-tested business model of talking to customers. With a decrease in league bowlers, Steve decided to keep his pro shop open until 11 p.m. on Friday and Saturday nights. “At first, business went up a little, but then I brought in another employee to watch the store while I walked the lanes and helped the open bowlers with anything from selecting a house ball to quick tips, and telling them about specials in the pro shop,” he says. ”I saw a huge spike in sales directly related to this.” Indeed, the future looks bright. The boomers are retiring, which will help fill the centers during the normally slow daytime period. And seniors today are more inclined to stay active as part of a healthy lifestyle. Bowling offers the social atmosphere combined with exercise benefits. And with high school and collegiate bowling spreading, the youth market also is improving. The customers are there. The business is there. Maybe in a different form, but they are there, nonetheless. It is up to you to grab their attention by offering the right products and being available to them. Bowling centers around the country are enjoying record levels of open play, primarily attributed to the availability of lanes. So the downside of losing league bowlers means more opportunities for first-time customers, who can be cultivated into regulars. Maybe not old-fashioned, 35-week league bowlers, but regular, reliable customers. It is up to us to provide them with the product they desire and not force them into a mold we call a “league bowler.”
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