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Selling Customization

I am a “home stringer” who does about 250 racquets a year. I do not have time to string too many more racquets, so I avoid traditional forms of advertising, and rely on recommendations from existing customers. To keep the recommendations coming, I try to find ways to provide added value for my customers.

To give one example, I enclose a fact sheet regarding the benefits of racquet customization when I return a strung racquet. The sheet deals with matching racquet specs, changing the racquet’s playing characteristics, reducing arm and shoulder problems, and finding a list of racquets that meet the required playing characteristics sought in a new racquet — all of which I can easily do as a USRSA member with access to RacquetTECH.com. I also offer this information on my website.

Offering these services not only generates additional business, it also seems to have increased my customers’ interest in tennis racquet performance and game enhancement.

Gosen padded equipment bag and t-shirt to:

Leigh Cherveny, Sheboygan Falls, WI

From the April 2004 issue
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