The Questions Great Merchandisers Should Ask

Written by Katelyn Madsen with insights from Jen O’Hare and Jennifer Morton

Speaker Tony Robbins once said, “The quality of your questions often determines the quality of your decisions.” If this is truly the case, are you asking the right questions in your buying process?

We are so fortunate to live in an era where we have nearly unlimited data at our fingertips. Sales numbers, inventory levels, sell-through percentages, and vendor catalogs have never been easier to come by. The real opportunity then becomes how you weed through the information, interpret the data, and use those insights to make confident buying decisions.

So, what kinds of questions can you ask to get the most impactful outcomes?

Lean Into Curiosity

When things are going well and sales are steady, there can be a temptation to coast along that success rather than push forward toward more. As Jim Collins wrote in his book Good to Great (which I highly recommend), “Good is the enemy of great.” It is great to rejoice in the successes as long as you are willing to search for more. After all, retail is all about “What’s new?” and “What will sell even better?” So keep good track of your data, but stay curious and keep your finger on the pulse of your store as a whole.

Walk your sales floor. Spend time in the stockroom. Notice which displays always seem full and which ones constantly need attention. Pay attention to what members are picking up, asking about, or walking past entirely.

Once you’ve done that, ask yourself:

What has surprised me this week?
Which categories are outperforming my expectations?
What isn’t selling the way I thought it would?
Is there something I’m overlooking?

Sometimes the biggest opportunities aren’t hidden in spreadsheets. They are happening right in front of you. The merchants who continue moving from good to great are often the ones who stay curious enough to notice them.

Build on What You Already Know

Retail has a way of creating habits. If something sold well last year, it’s easy to assume it deserves a similar investment this year. If you’ve always carried a certain brand or category, it can feel almost automatic to order it again. However, getting stuck in the rut of routine won’t propel you forward. Instead consider, “If I weren’t already carrying this product, would I choose to bring it in today?”

Sometimes the answer is yes. Sometimes it isn’t. Either way, it’s worth asking.

Make Vendor Conversations More Valuable

Your vendors can be one of your best sources of information, but only if the conversation goes beyond placing an order. Instead of focusing only on what’s new, try asking questions that give you context into why they released those products and how others are reacting to them:

What products are getting reordered?
What categories are gaining momentum?
What are other golf shops seeing success with?
What has surprised other golf shops this season?
What did you see in the market that encouraged these product decisions?

Those conversations often uncover ideas you weren’t looking for and can help guide you if you get stuck.

At the same time, not every trend will be relevant to your specific audience. Vendors have a broad view of the marketplace, but only you understand your members. The goal isn’t to act on every piece of information you hear. The goal is to identify the insights that support your business and let the rest stay in the background.

Every SKU Should Earn Its Place

With limited time, floor space, and open-to-buy dollars, every product you bring into your shop is valuable. That’s why it’s worth asking a few simple questions throughout the season to make sure you are getting the most out of your buys:

Is this item earning its floor space?
Would I buy it again today?
Is it meeting a need for my members?
Am I carrying it because it’s working, or because I’ve always carried it?
Is there a different option that could better take its place?

Those questions don’t have to lead to dramatic changes in your shop. Oftentimes, they simply reinforce that you’re making the right decisions. Other times, they reveal opportunities to make small adjustments before they become much bigger problems.

We Should Never Stop Learning

The best merchandisers never stop learning because retail never stops changing. Between reports, numbers, and experience lies the curiosity to see what’s truly driving performance.

The questions you ask each week shape the decisions you’ll make next week. Over time, those small moments of curiosity become better inventory, stronger assortments, and smarter buying decisions.

Sometimes the most valuable tool in a golf shop isn’t another report. It’s simply asking one more question.

What question will you ask this week?

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