The National Professional Anglers Association has seen significant membership growth and support from the tackle and marine industry, as reported at their 2010 annual conference. With a focus on professionalism, the record number of members attending the conference heard from four experts who shared their thoughts on being a professional angler.
The presenters were Tom Neustrom, full-time guide, National Freshwater Fishing Hall of Fame Legendary Angler and promoter from Deer River, Minnesota; Guido Hibdon, Gravois Mills, Missouri, who has guided and fished bass professionally his entire career; John Butts, Dryden, Ontario, NPAA president, touring pro angler and sales director for Fin-Tech Fishing Tackle; and multiple-tournament winner, full time professional angler and promoter Tommy Skarlis, Waukon, Iowa.
As keynote speaker Hibdon shared his insight into tournament fishing and promotions from the bass to the mostly-walleye world at the conference. “You watch us; we watch you too,” he said. “We all need to get together at this level and build the ranks of anglers by bringing in new ones.” Hibdon said the economy is only bad if people sit around and talk about it. “We live in a great time with a great future ahead,” he said.
Tournament anglers were the guinea pigs, as he explained, and his job was to break things. As a result of testing under the toughest conditions, he said, “All products are getting better.” Tournament anglers also had to produce results at the scales, and that he accomplished with consistency. “The only way to do that is to get on the road and do it,” he said. That step requires financial sponsorship, and Hibdon offered this advice, “If I was going to look for a sponsor, it wouldn’t be in the fishing industry. Most people look in the wrong direction – go outside and seek the small companies and help them grow.” He closed by asking the NPAA crowd to consider this advice, “Pro walleye anglers are no different than pro bass anglers. Maybe the bass guys are more recognized nationally, but bass will never get together due to so many egos in the way. Don’t let that happen here.”
Neustrom, a retired sheriff’s department investigator who’s been promoting, speaking, writing and guiding for more than 30 years told the crowd to control their own destiny. He offered this definition of a pro angler, “A Pro is a person dedicated to the sport – a guide, promoter or tournament angler – who works diligently for sponsors and himself in a conscientious and ethical manner.”
He also listed many attributes necessary to achieve “pro” status, such as loyalty (he’s been with most of his sponsors for his entire career), knowing a sponsor’s products intimately, learning how to sell for the sponsor (shows, on the street, in the boat, at the dealership, in seminars, always be selling), networking constantly, working with writers and media, shaking hands, talking with kids and signing autographs. Neustrom said, “If you want to make it in the fishing game – and you won’t get rich – give it 150 percent with your heart and soul and dedication.”
He was instrumental in the success of the Lake Winnibigoshish AIM tournament last year, and said, “The resorts didn’t understand the impact of a major tournament until AIM was there. Now, they want ?em back and they will be. CRR is the future of walleye fishing and after working with it directly, I know it’s the right thing.”
Mastering public relations was the title of Butts’ presentation. He said the goals of the NPAA are to increase professionalism of members and work together to grow the sport of fishing and the tackle industry. The economy has helped his company, Fin-Tech. He said, “As people stayed home, they fished more often, maybe because in this business, we sell fun!”
Butts defined public relations as the business of generating goodwill toward an individual, cause, company or product. To do that, each NPAA member must be a pro all the time, he said. “Remain positive when dealing with sponsors and every angler on the water.” Pro anglers are always being watched and scrutinized by the public, the media, industry leaders, sponsors and other anglers, which means a positive image is mandatory.
A major element of PR is “branding.” He was speaking of anglers, and how to define each person’s reputation. “It sounds simple, but dress for success, smile, be respectful, helpful and courteous. Never speak badly of competitors. Use proper language, act like a guest when fishing a tournament. If I don’t do well, I want to look good on stage.” he said.
Many additional tips were outlined, and Butts’ entire Power Point will soon be featured on the NPAA website. His advice on sport show and in-store etiquette: dress clean and sharp, be early and stay late, introduce yourself to all in the booth or the store, don’t bunch up with other anglers or salesmen, stick to a schedule, don’t blow anyone off, never bad-mouth competitors, know the product and watch language. Sponsor relation suggestions included knowing their expectations, delivering more than they ask, finding additional ways to promote their products, reporting both the positive and negative of products and communicating in the way they specify.
He was especially adamant about the internet, saying, “I can’t stand negativity. Don’t attack products or make personal attacks. Respect other organizations and companies. Don’t respond to anonymous attacks. When posting, use your name or don’t post.” He said those who attempt to take others down with inaccuracies and by ignoring facts are dangerous to the entire fishing industry.
Operating under the theme of “Grassroots, Positive Attitudes and Hard Work,” Skarlis opened by saying, “Life is great, people are terrific and business is wonderful.” To him, economic prosperity abounds, “Fishing license sales are up, people are buying tackle, we’re selling fishing fun and walleye excitement.” He said he started winning regularly on the PWT and FLW tours when he developed a positive mental attitude. “Negativity is corrosive,” he emphasized. “Those who are losing tournaments and sponsors are negative.”
While the difference between confidence and arrogance is a fine line, Skarlis said, “Surround yourself with winners.” He also sets goals, is overly-enthusiastic and smiles wherever he goes, advising pros to do the same. “If we raise professionalism, we will grow the sport,” he said. Also high on his list was addressing the specific needs of each sponsor. “This year I plan to do something positive in the industry every day. It’s my Focus 365 plan,” he said, “And, that includes sales and media relations.” This season, he will employ his one-on-one strategy of taking more time to deal with people at launch ramps, gas stations, at retail, on the phone, via emails and at tournaments.
He will work the one-on-one plan by visiting local tackle stores and marine dealers, offering to take key customers and employees fishing while at tournaments. He suggested that pro anglers get to know reps, store associates, buyers and department managers, showing products and training them if necessary. “Do what you can to drive people to sponsor’s websites. Develop internet savvy and learn the newest technology,” he said, “And keep the winning attitude.” His Power Point will also be posted on the NPAA website.
The NPAA is a non-profit organization focused on growing the sport of fishing and increasing the professionalism of its members. Its Supporting Partners include: Northland Fishing Tackle, Navionics, Mercury Marine, Evinrude Outboards, Lund Boats, Ranger Boats, Worldwide Marine Underwriters Off-Shore Tackle, Fin-Tech Tackle, Berkley, AIM , Masters Walleye Circuit, FLW Outdoors, Frabill, , Liddle Marketing, FPS Financial Planning Services, Do-it Corp., Optima Batteries, John Butts Outdoors, Pasha Lake Cabins, Oahe Wings and Walleyes Guide Service, and OutdoorFirst Media.
For more information contact: Pat Neu, NPAA Executive Director @920-559-6901By: Patrick Neu, NPAA Executive Director
