The pre-owned, aka, used-car business has long been one of the thriving aspects of that industry.
And that's one of the prime examples used by Callaway Golf when it launched its Callaway Golf Pre-Owned program, which features its "trade-up, trade-in" offer as well as making pre-owned equipment available at more affordable prices to consumers.
"This is not unlike buying a pre-owned Mercedes or a pre-owned BMW," said Sam Sheagren, the director of Global Sales Operations.
"The fortunate fact of our own history is that we've sold more drivers than anyone, and that a lot of those are still in circulation. All you have to do is look in some bags at the course the next time, there are a lot of those original Big Berthas out there."
The program was rolled out in December 2002, after having been tested for much of the last three years in a few markets and is now a nationwide endeavor with more than 1,000 accounts (businesses) taking part in the program.
"Callaway Golf sees this an excellent opportunity to please both its customers and its retailers," said Ron Drapeau, President CEO of Chairman of Callaway Golf.
Callaway has established trade values for all its products. Customers can go to the Web site, www.callawaygolfpreowned.com, and look up the club they're interested in trading and they'll find a trade value.
They can then look up Callaway's newest equipment and find the cost and do the arithmetic.
"There is no negotiation, it's all there in black and white," Sheagren said. "And depending on the type of club, there can be some pretty substantial discounts."
Callaway promotes the program as having the largest, most complete inventory of certified pre-owned clubs available. The information on the Web site is updated weekly to provide the best possible information on what's in stock at any given time.
The company has not only right-handed men's clubs available but women's and left-handed clubs as well.
"This is a premium product, and it commands a premium price," Sheagren said. "We want to make sure people can get into the product. We're also selling used clubs that have come in. That gives consumers the opportunity to pick up an individual club, something they may have lost. But they can also pick up more than one as well."
There are more than 100 pro shops and golf retail outlets participating in the program.
