VP Marketing Rob Altomonte gives a sales and marketing presentation on how to make money selling Hireko Golf Clubs. View the audio portion on youtube.com/hirekogolf

1. PROFESSIONAL GOLF CLUBS AT DOWN TO EARTH PRICES
Sales & Marketing Webinar
with Rob Altomonte, VP Marketing, Hireko Golf
&
Guest Panelist Gary Johnson, Condor Golf
Tony Salas, Clubs-N-Cues
Rick Terzia, TNT Custom Golf
Thursday September 17, 2009
2-3PM Eastern Standard Time
Audio settings are set on listen only.
Please post questions in the upper right hand corner Chat box.
Question & Answer period will be at end of webinar.
www.hirekogolf.com
800 367-8912

2. How To Make Money Selling Hireko Golf Clubs
Goals Of Sales & Marketing Webinar
I. Hireko Extra Income Program
II. Chairmen Club
III. Sales & Marketing Overview
Truth vs Perception
Value Propositions
Hireko Category Leader
Market Segments
Lead Generation
III. 3 Case Studies
Gary Johnson - Condor Golf
Rick Terzia - Clubs-N-Cues
Tony Salas - TNT Golf
2

3. Audience Survey
Who’s here?
• Clubmaker
• Retailer
• Distributor
• Hireko Extra Income Member
• Golfing Enthusiast
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4. HIREKO EXTRA INCOME PROGRAM
Play Golf. Sell Clubs. Earn Money.
What is the Hireko Extra Income Program?
The program allows you to make 20% commission selling Hireko custom
golf clubs to your families, friends or co-workers in your spare time.
How does the program work?
1. Fill out the online application.
2. You will be given unique coupon code ID.
3. Sell off our our free 152 page catalog or website.
4. Enter coupon code ID online when sale is made so we can track your
sales.
5. Earn 20% commission in your spare time!
And best of all, the program requires no up front investment!
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5. HIREKO CHAIRMEN CLUB
What is the Hireko Chairmen Club Program?
The Chairmen Club was created to reward our best customers!... YOU
MAY ALREADY QUALIFY!
How Do I Qualify?
• You automatically qualify if you have a current Federal Tax ID# or
Resell number.
• If not, you must have annual Hireko purchases of $1500+.
How does the program work?
1. Fax your Federal ID or Resell # to 888-367-8912
2. Once approved our website will automatically show you the new
lower Chairmen Club pricing.
3. Order online, by phone, fax or email at support@hirekogolf.com
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6. HIREKO CHAIRMEN CLUB
What Are The Advantages Of The Hireko Chairmen Club?
• Additional Price Discounts Off The Already Low MSRP Price.
• The Lowest M.A.P. ( Minimum Advertise Price) Allowed By
OEM Shafts & Grips Manufacturers.
• We’ll Build Custom Clubs For You As Low As $3.95 Per Club!
• First To Be Notified Of New Products & Developments.
• Receive Exclusive Email Specials.
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7. HIREKO CHAIRMEN CLUB
Chairmen Club Assembly Program
To busy to build clubs? Let us do it for you!
Chairmen Club Assembly Costs
We will: • Assembled Wood $4.80
• Assembled Iron $3.95
• Install grips
• Assembled Putter (With Straight Shaft) $3.95
• Clean clubs • Assembled Putter (With Curve Shaft) $5.60
• Install protective bags on every club
• Custom build any club to your exact specifications
How Does The Assembly Program Work?
All You Have To Do Is 3 Easy Steps:
1. Custom Fit Your Customer With The Appropriate Clubhead, Shaft & Grip.
2. Call 1-800-367-8912 and say you are Chairmen’s Club Member and would
like to make an Assembly Program order.
3. Sit back and wait for your custom made clubs to arrive at your door step!
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8. Marketing
THE CENTRAL Function in a Business!
“Marketing is not a battle of products, it is a battle of
perceptions...it is the manipulation of those perceptions.”
- Al Ries, Jack Trout
And perception is molded through:
Promotion Without it, no one knows you’re there
Positioning Without it you don’t know where you are
Product Without it you don’t know what to sell
Price You don’t know what to charge
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9. The Best Product Doesn’t Win
We must change the prospects perception of Hireko products.
THE TRUTH
• Perform equal if not better performance than OEM’s
• Hireko Clubs are custom made, not mass produced
• Possess incredible value, cost half the price of OEM’s
• Over 1,500 independent online customer reviews
• 5 star reviews by Golf Digest, Golf Tips,
Golf Illustrated & Worldgolf.com
• Clubheads are all original designs
• Robust & Superior Technical Service, Education
• Personalized customer service
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10. THE PERCEPTION
(by those unfamiliar with our products)
• A follower, not a leader
• Clubs can’t be that good since no tour presence
• Not a big name brand therefore inferior quality
• Prices too low, they must be cutting corners
Our marketing goal is to convince prospects of Hireko’sunique
& innovative designs, high quality, value, custom fitting
and technical service.
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11. Before we can convince the prospect you must first have a clear
VALUE PROPOSITION
What is the Value Proposition?
The benefit your customer receives upon purchasing your product or service.
Defines who you are in one brief sentence. Needs to be strong, convincing & ver-
ifiable.
Hireko
Professional Golf Clubs at Down To Earth Prices
Condor Golf
Home of the affordable custom fit golf club
Clubs-N-Cues
Quality craftsmanship is par for the course
Mary Kay Cosmetics
To give unlimited opportunity to women
Merck
To preserve and improve human life
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12. Make a point of having a written
Value Proposition immediately!
It will define the rest of your marketing plan.
and remember:
“IT IS BETTER TO BE FIRST THAN IT IS TO BE BETTER”
“IF YOU CAN’T BE FIRST IN A CATEGORY, SET UP A NEW
CATEGORY YOU CAN BE FIRST IN!”
- Al Ries & Jack Trout
People don’t remember whose second.
We must get into the prospect’s mind first!
Dell First in direct to consumer computer sales
Apple First to mass market a portable MP3 Player
Coca-Cola First to mass market soft drinks
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13. AGAINST THE COMPETITION HIREKO IS THE HANDS DOWN WINNER
IN 11 OF 14 VITAL CATEGORIES.
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14. Hireko was rated BEST VALUE in
Golf Digest 2009 Hot List Issue!
Hireko is the online golf club component and custom club
VALUE leader. What better category to be #1 in during
these recessionary times?
What does the Hireko Brand Represent? And what does your brand
represent? Are you #1 in any category in your area?
1. Value
2. High Quality - Cutting Edge Design & Proven Performance
3. Broad Selection
4. Superior Technical Expertise
5. Custom fitting
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15. EVIDENCE
• Prospects don’t want marketing fluff anymore. They want proof that your
brand will perform as advertised.
• When speaking to customers, always talk about value,
quality and VERIFIABLE EVIDENCE
Evidence That Hireko Is The Golf
Component & Custom Club Value Leader:
• Golf Digest - XK Irons Rated “Best Value” in 2009 Hot
List
• Golf Tips - Caiman Driver rated “Best Driver Under
$100”
• WorldGolf.com - “If you’re looking for a set of clubs
that will perform better than your 401(K) (and will
likely hold their value better too), Hireko is worth a
look.”
• 1,500 user reviews - most 4 and 5 stars
• 25th Anniversary - HISTORY & DEPENDABILITY! 15

16. When Communicating With Prospects
(be it in person, online or print):
• Make a Compelling Case - Present yourself as the solution!
• Dump the puffery that anyone can claim
• Always present EVIDENCE that Hireko is the #1 Custom Golf
Club Value Leader!
“It all comes down to how much you want to invest in your game and
whether your clubs need brand awareness or if you are primarly concerned
that the club work the best for you at the best possible price.”
- Technical Director Jeff Summitt
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17. This just written by Golf Digest
Equipment Editors Mike Stachura:
“But your sentiment about new equip-
ment lust certainly gives me pause.
Do golfers even have that sense any
more? That rabid enthusiasm and powerful (though groundless) hope in
the game-saving salvation of a new ball or driver or set of irons has been
seriously called into question by the industry’s sales trend. By one esti-
mate, nearly 50 percent of the drivers purchased today go for less than
$200. The highest consumer interest these days is in drivers at this price
point and in irons at the sub-$500 price point. Look at how much traction
for instance Callaway has gained with its X-18R iron set for about $400.
Which all says to me, of course, that golfers are still juiced about getting
new game-saving products, provided they pay half price.”
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18. Target Marketing
One Promotion Message Does Not Fit All Audiences
• Trying to hit all at once will hit no one
• Focus on one target at a time
• Kept target, message clear Who Shall I Target?
Potential Golf Markets to Target In Your Area
• Seniors • Juniors • Ladies • Mid-High Handicappers
• Low Handicappers
Hireko has a brand line specifically matched for each segment!
• Seniors Acer
• Juniors Acer and Daisy Junior Line
• Ladies iBella
• Mid - High Handicappers Acer, Power Play
• Low Handicappers Dynacraft
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19. HOW DO I GO AFTER A SEGMENT?
LEAD GENERATION
What are the different tactic to generate quality leads?
• Public Relations • Flyers & Brochures
• Events/Trade Shows/ • Cold calling • Networking
Sponsoring • Article writing • Press Releases
• Website • Contests • Social Media
• Blog • Coupons • Search Marketing
• Direct Mailing • Speaking
• Email Marketing • Newsletters
• Data Services • Direct Mail
• Signs • Classes/Events teaching
• Referrals • Listings in phone books
• Word of Mouth and online
• Paid Ads
REMEMBER: MEASURE EVERYTHING!
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20. What Are Some of the More Succesful Tactics?
Public Relations
Getting local newspapers/magazines to cover your products/services
Event Sponsoring - Very Successful & Inexpensive!
• Kiwanis, Rotary clubs, Chamber of Commerce
• Local pga chapter
• Local Driving Range/Golf Courses- long drive contests and closest to pin
• Booth at local golf shows
• Local high school/university teams
Websites
• Every business should have one! FREE http://sites.google.com/
• Customers need to find you! Even if you only have one page!
• Keep it simple and clean
• Keep it up to date-out of date is almost as bad as none at all
• Hireko customer website examples:
• Condorgolf.com • Allforgolf.com • Heritagegolf.com
• Pattongolf.com 20

21. Direct Mailing
• Expensive to print and mail. Postcards have mixed results.
• Best to direct mail to existing customers with coupons, specials, etc instead of
prospecting.
Email Marketing
Similar to direct but virtually free-build up same way as direct mailing-through
website, existing customers. Newsletters are effective and inexpensive - email/
newsletter services:
• yahoogroups.com (FREE!)
• icontact.com
• constantcontact.com
• verticalresponse.com
Social Marketing
Facebook, Twitter, Myspace - mixed results, try it, they are free
Blog
Free! Can also make money selling Google Adwords or Affiliate Marketing
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BUT if you do not feed it twice a week it will die.

22. Online/Phone Book Listings
Online Google listing is Free! www.google.com/local/add
Local customers already search Google for the products and services you offer.
Create a business listing to be sure they find you. Google even allows you to
create coupons and display photos and videos, all for free.
Word of mouth and referrals - The most effective and free!
It’s all about personal service and relationships!
Keep in contact with all customers- you need to be relevant!
TV, Radio, Newpapers
• TV & Radio expensive, unfocused
• Newspaper ad prices coming down but still pricey and unfocused
Article Marketing
• Write articles for local paper getting your name out, local magazine, the
benefits of custom fitting
• Gives creditbility 22

23. Flyers, Brochures - A must!
• Create a simple 4 color tri-fold brochure promoting Hireko and your custom
building services
• Hand out brochures at your event sponsoring activities
Remember the most important
sales & marketing tactic is:
Building Positive
Personal Relationships!
No relationship, no sale.
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24. Clubmaker Case Study
Owner: Gary Johnson - Condor Golf www.condorgolf.com
phone 623-581-2986
Value Proposition
Condor Golf - Home of the Affordable Custom Fit Golf Club
History
Clubmaker since 1972, has owned driving range and retail store-now
owns retail store
Merchandising
Stricly custom clubfitter, components only, no OEM products
Primary Marketing Effort
Condorgolf.com generates most of sales 24

25. Clubmaker Case Study
Gary Johnson - condorgolf.com
Successful Marketing Tactics
Word of mouth, event marketing, website, email marketing
Unsuccesful Marketing Tactics
Flyers/Brochures, Radio/TV, Google Adwords, Newspapers, Blog
(couldn’t keep it updated)-had launch monitor, took too much time to fit
Biggest Challenge
Convicing golfers value of custom fitting
Reason for Success
PERSONAL SERVICE & Relationship Building #1
“I Tell People What They Need & Don’t Need!” He even will personally
deliver the clubs to the customers doorstep
Succesful Promotion in 2009
25
Buy 1 club, if buy set then 1st club gets deducted from set price

26. Clubmaker Case Study
Clubs-N-Cues
Owner: Tony Salas
Clubs-N-Cues.com ph 360-349-3493
Value Proposition
Clubs-N-Cues - Quality craftsmanship is par for the course
History
Has owned retail shop and miniature golf shop, now operates out of home
part-time
Merchandising
Strictly custom clubfitter, components only, no OEM products
Primary Marketing Effort
Strong relationship with 3 local courses, repair business 26

27. Clubmaker Case Study
Clubs-N-Cues.com ph 360-349-3493
Successful Marketing Tactics
Event marketing, long drive contests, closet to pin, brochures, strong re-
pair business, word of mouth, newspapers during Christmas season, some
radio station (bartering with product)
Unsuccesful Marketing Tactics
Print marketing, website, email marketing
Biggest Challenge
Glut of local custom clubmakers - Also, convicing golfers value of custom
fitting, components vs OEM’s
Reason for Success
PERSONAL SERVICE & Relationship Building #1, club repair business
Future Goals 27
Work full time with clubmaking van, mobile fitting center

28. Clubmaker Case Study
Owner: Rick Terzia
TnT Custom Golf www.tntgolf.net
ph 706-863-2011
Value Proposition
Custom Golf Fitting Studio Provides Custom Club Solutions
History
For 12 years was a part-time clubmaker, for the past 8 years is full-time
with a retail shop in Augusta, GA
Merchandising
Strictly custom clubfitter, components only, no OEM products
Primary Marketing Tactic
28
Most sales come from website tntgolf.net/

29. Clubmaker Case Study
www.tntgolf.net ph 706-863-2011
Successful Marketing Tactics
website, Public Relations (received excellent coverage in articles written
in newspaper Augusta Chronicle), Television Ads (ESPN, Golf Channel),
has launch monitor and spends as long as it takes to custom fit
Unsuccesful Marketing Tactics
Print marketing, newspaper, radio, yellow pages, postcards, coupons
Biggest Challenge
Telling golfers that custom-fitting even exists! Also convincing them the
benefits of custom fitting vs off the rack OEM clubs
Reason for Success
PERSONAL SERVICE & Relationship Building #1, “People buy from
people they like!”, “We’re not selling clubs, we’re selling a service”
Future Goals
Spend more ad dollars on local Golf Channel, expand retail shop 29

30. PROFESSIONAL GOLF CLUBS AT DOWN TO EARTH PRICES
THANK YOU FOR ATTENDING!
A link pointing you to today’s webinar will be emailed to you in a few hours.
Rob Altomonte, VP Marketing
raltomonte@hirekogolf.com
Technical Support 800 942-5872
www.HirekoGolf.com
Sales 800 367-8912