First-Time PGA Show Vendor Guide: What Buyers Want You to Know

Written by Katelyn Madsen    |    4-minute read

For first-time PGA Show vendors, the experience can feel overwhelming. The scale of the show, the pace of conversations, and the pressure to stand out often lead vendors to prepare in ways that are not always helpful. Buyers, meanwhile, are navigating the show with a clear plan, limited time, and specific goals.

Insights shared by experienced retail buyers and vendors reveal a consistent theme: buyers are not evaluating how much you bring to the show. They are evaluating how prepared, approachable, and easy you are to do business with.

During a recent AGM webinar, buyers and vendors spoke candidly about what actually stands out at shows and what first-time vendors often overlook.

This guide is designed specifically for first-time PGA Show vendors who want to understand how buyers experience the show, and how to align their approach accordingly.

How Buyers Experience the PGA Show

Buyers are not wandering the show floor hoping to stumble onto something interesting. They are building a strategy in real time.

Once the show opens, buyers are managing packed schedules, appointments, and constant stimulation. They are scanning quickly, making mental notes, and deciding which brands are worth revisiting.

For vendors, this means clarity matters more than complexity. Buyers want to understand who you are, what you offer, and why it matters as quickly as possible.

AGM Product Preview Reception

For 600+ top buyers, the PGA Show starts taking shape the night before the show floor opens. From 5:00pm to 7:00pm, AGM hosts the Product Preview Reception, a free event where buyers can meet new and established vendors, get sneak peeks at new merchandise, network over drinks, and further plan out their buying strategy.

“The Product Preview Reception is hands down one of my favorite events of the show because that’s really where I jumpstart what I’m going to do the next three days,” said Jennifer Roddy, Merchandise Manager at Hyatt Regency Lost Pines.

This setting allows buyers to:

• Get an early sense of which brands are worth revisiting
• Identify products that stand out in a less crowded environment
• Start building a show plan before schedules fill up
• Make quick connections that are easier to follow up on later

For first-time vendors, the Product Preview Reception is a critical moment. It is often the first impression buyers have of your brand, and in many cases, it determines whether they seek you out once the show officially begins.

Your Booth Is Being Shopped Like a Retail Display

Think about your buyer. Everyday they walk past, analyze, or create new displays. If your booth doesn’t match the beauty of their own creations, they likely won’t pay attention. 

Jennifer Roddy, Merchandise Manager at Hyatt Regency Lost Pines put it this way: “Make your booth appealing because your customer is shopping it like they would a display table in a golf shop.” 

We recommend adding color to draw the buyer in, using height to your advantage (learn more about the pyramid principle HERE), and specifically highlighting what makes your product unique. You only have a few seconds to grab a buyer’s attention, so make it impactful. 

What works best:

• Bring a curated selection of your newest or most distinctive products
• Add visual clarity with color and height
• Use signage and placement hierarchy to give clear cues about what makes your product different

If you offer new technology, make that obvious. Buyers may not ask, but they will notice if it’s clearly presented.

What Buyers Will (and Won’t) Take With Them

Buyers are walking long distances and managing full bags, so physical takeaways matter.

“I typically don’t take a catalog,” Roddy shared, “but I will take a lookbook or a card or flyer with your booth number on it.”

Instead of relying on heavy catalogs, offer:

• Lookbooks or one-page overviews
• QR codes to digital catalogs or line sheets
• Business cards or flyers with booth location details

Specific location notes like “hard goods section next to Titleist” may be beneficial to help buyers remember where you are if they need to find you later.

Staffing Shapes the Buyer Experience

From a buyer’s perspective, staffing can determine whether a conversation happens at all.

“I love the idea of bringing extra help,” Roddy said, “because if you’re a buyer walking past a table where everybody is already in a conversation, you don’t really have a chance to speak.”

Aim to have at least two people at your booth whenever possible. Buyers are far more likely to engage when they feel welcomed versus rushed or overlooked.

As Deanna Farrell of SanSoleil put it simply, “You are your company’s biggest asset.”

Friendly, approachable staff make buyers more comfortable returning later.

Use Networking to Create Momentum

The PGA Show floor is a powerful networking environment if you let it be.

Encourage existing clients to stop by your booth, as their presence creates organic traffic and credibility. Vendors can also incentivize current clients to bring a colleague or buyer they haven’t met yet, helping introduce new relationships naturally.

Ultimately, more good activity at your booth leads to more attention.

Capturing Leads Without Slowing Things Down

Most buyers will have PGA badges that can be scanned for lead capture. This is one of the most important tools you have during the show.

Just as important is taking brief notes about the conversation.

“You don’t need the most perfect notes ever,” Jeff Piltch, CFA at Tee Commerce shared. “You just need something that triggers your memory.”

Because technology is not always reliable, make sure to have a backup plan:

• Take a photo of the buyer’s badge
• Write quick notes in a notes app or by hand
• Input the information later

Flexibility matters more than flawless systems.

Follow-Up Is Part of the Buyer Experience

According to buyers, timely follow-up is helpful, not annoying.

“If I’m checking my email and I see a vendor follow-up come in before I attend the show the next day, that’s great,” Roddy said. “That’s not annoying.”

After a day filled with booths and conversations, thoughtful follow-up helps buyers reconnect with brands they found interesting.

Strong follow-up includes:

• A subject line referencing where you met
• A short recap of what you discussed
• A digital lookbook or catalog
• A reminder of your booth location

One buyer recalled a follow-up email that listed the exact products discussed, noting that “the personal memory was great” and made the brand stand out.

Make It Easy to Continue the Conversation

Buyers appreciate low-friction next steps.

QR codes, scheduling links, or simple appointment-setting tools allow buyers to follow up later when they are not juggling conversations.

If possible, scheduling a meeting during the initial interaction helps secure your place in their already-packed schedule.

Prepare for Technology and Team Execution

If you plan to show anything digitally, do not rely on Wi-Fi. Videos, demos, and webpages should be preloaded and ready to show offline.

Make sure your team understands:

• How conversations should flow
• How leads will be captured
• How follow-up will happen
• How appointments can be scheduled

Download and test the Lead Manager app in advance, and have a plan in place if technology fails.

Final Thoughts for First-Time PGA Show Vendors

Buyers want new brands. They want fresh ideas. They want to be surprised.

What they do not want is clutter, pressure, or confusion.

So, prepare intentionally. Edit your assortment. Train your team. Capture leads thoughtfully. Follow up personally.

When vendors align their approach with how buyers actually experience the PGA Show, even brief conversations can turn into long-term partnerships.

See you at the show!

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