18 Ways to Build a Better Relationship with Golf

Golf is the perfect corporate game and the perfect way to make a sales call. The benefits are powerful, the atmosphere is more relaxed, it allows insights into how a person handles adversity, and allows insights in how honest the would be business partner is. The key is to use the game more often. If you are already playing, I challenge you to take a few of the "out of the box" ideas that are presented and implement them to take your relationships to the next level. If you do not play for business, I challenge you to get out and take advantage of the game. If you do not your competitors will.

Follow The Only Rule of Business Golf

To build a better relationships on the golf course, it is important to understand the only rule of business golf - EVERYONE MUST HAVE FUN AND DON'T HOLD UP THE GOLF COURSE. It should be your goal to accomplish this every round. It's not about having the best round of your life or the longest drive of the day. The biggest mistake business professionals make when playing golf is making the day all about them, they have no clue what their clients' expectations are.

You must understand your client's definition of fun, which can range from a beginner getting three shots in a row airborne at a clinic you are hosting to a good player testing his or her competitive juices. If you are a more accomplished player, you have a better understanding of the game and its dynamics; however, if you are a novice, spend as much time acquiring the skill of understanding how to make the experience fun for your clients as you would trying to straighten out your driver.

Lastly, it does not matter if you are an experienced player or a beginner - DO NOT HOLD UP THE GOLF COURSE! I host fun golf events with many beginners playing and we have never had a group play in longer than four hours. Your level of expertise does not matter. You can, and must, play in four hours or less.

Cater To What Type of Golfer Your Client Is

As I mentioned, it is critical to define your client's definition of fun. Is he or she a novice looking to enjoy a day away from the office or a competitor who wants to win the Nassau? It does not matter what you think is fun, it is up to the client and the best way to make your client happy is to figure out what type of golfer he or she is. The following are a few categories:

First and foremost, you must find out which type of golfer that each one of your guests is. If you have been around the game a while, you know that this is fairly easy and you can adjust during the round; but the folks who are not as experienced may have a problem. The easiest way to find out what type of golfer your client is is to ask the client. Your client will appreciate your concern. After you find out which type your client is, here are a few hints:

Invite Helpers and Connectors

Figure out who can be a help to a particular client within your circle of influence and invite them to join you. I am sure you have the right people in mind; the key is to make sure these connectors are in the foursome.

Play as a Team

Nothing better than calling someone that is buying what you are selling "PARTNER" all day. Most Business Golf Rounds have a little wager and it is a nice way to bond. One word of caution, don't make the wager to high or the competition one-sided.

Prepare/Know Who You Invited

With Google and other tools on the Internet, it is much easier knowing much more about a client and his company. But more importantly, find out your client's PASSIONS. That is why golf is so powerful because it affords you the time to discuss those PASSIONS. Do his children play a particular sport? Is he in the process of getting something done special at his place of worship. Is he in the process of getting promoted? Does he want to get promoted? When you can uncover this type of information, you do not have to be like most unprepared sales people and try to make small talk from a picture in the office.

Preparation is-if not the key to genius-then at least the key to sounding like a genius. Winston Churchill

There is More Than Just A Round of Golf

With a little imagination, there is many other ways to use golf as a business development tool. Here are a few to get your creative juices flowing:

Not Everyone Can Accept Your Invitation/Don't Let It Stop You

There are companies out there that prohibit their purchase agents from accepting gifts or invitations to events. Yes, this is a big hurdle but if you have a better than average relationship with these PA's, talk golf and ask the following questions:

If you talk enough golf, don't be surprised if you get an invitation to his or her Saturday Morning game. And the best news of all is that you will not have to pay for it.

Talk the Talk

Golfers LOVE TO TALK THE GAME. Take the time and talk it with them. If you don't know the talk, learn it. They might want to talk about golf more than they want to talk about the business at hand.

Host a Small Event for Your Clients Charities

Take note on some of the charities that your clients support and put together a small event that you invite your vendors, circle of influences, neighbors, civic group members, religious friends, and coworkers. (Since you are organizing the event, your clients will help in finding golfers) Find a nice golf course and mark up what it would cost by $20.00 and procure 50 participants. That would generate $1,000.00. It might not be big dollars but it is the thought that counts.

Invite Your Golf Professional to Join Your Foursomes

How many people have played with a PGA Golf Professional? Not many. Sure, some folks have played with the biggest names in the world but they would still enjoy a round of golf with a Golf Professional that "gets it" Also, (as you will see below) the Golf Professional can be very instrumental in assisting with your client's games.

Take Interest in Your Prospects' and Clients' Golf Games

If you are the catalyst for improving someone's game, they will definitely remember it in more ways than one. Here are a few ideas

BIG IMPORTANT HINT- Leave the tips to the Golf Professionals

Host the Whole Family

Your competitor is sitting at his desk right now trying to figure out on how to "One Up" you. Well, he is going to have to go back to the drawing board after you host your clients and their FAMILIES for a golf event. It might be a putting contest, putt putt golf, golf clinic, or a 9 hole parent/child event with a barbeque. Families are very important and when you are able to bond your family with your client's families you are going to enjoy a much deeper relationship.

Invite More of Each Others Staff

You uncover the problems and come up with a solution and sell it. AWESOME….. Lifeblood of the Universe. But don't forget. You have a support staff that is very knowledgeable along with your client's support staff. Bring those folks together so that they can meet face to face and have a little fun together. Plus, these are the folks that can bring more to the table and with a little brainstorming your solution can be improved greatly.

Treat Your Referral Sources

I just read a book, Selling Sucks by Frank J. Rombauskas Jr. and he brought up on how many companies believe in "doing a great job and asking for three referrals" And then he went on and mentioned how it rarely worked. People are busy and more importantly, they care only about their business. Offer a paid referral program and watch those referral sources go crazy for you. If they bring you a piece of business, treat them to a round of golf. Another example of this was from a car sales professional, Carl Hicks. If you referred someone to Carl and they bought, Carl would host you out at his club with the other referral sources for a round of golf. During the winter, Carl would instead host you for a lesson with his professional in the club's basement. As dingy as it was, people loved it and kept referring.

Introduce Clients That Don't Play to the Game

Everyone remembers who introduced them to the game and has a special spot in their heart for that person. So with that being said, why not be the person who introduces all your clients and prospects that don't play golf to the game. It will give you a built in excuse to get them out to the golf course and a reason to call them for more than business.

Bring Business Improvement Ideas to the Course

Some sales coaches mention that when indulging in an extracurricular activity the conversation should be light. Yes and no. You have plenty of time to do both so why not bring some ideas on how to improve the client's or prospect's revenues or how to increase productivity. Or how to improve employee moral. If the ideas are well thought out and bring value, you will be the hero. And the real good news, the client will probably dive deeper into their personal life with you.

PS- I read a quote from someone from the Wall Street Business Journal once that mentioned that people will pay dearly for information that will make them Smarter, Richer, or Sexier. That is why they do not offer their paper on their website complimentary.

Talking Business on the Golf Course

Regardless of the state of the economy, everyone is interested in trying to measure every dollar spent on marketing. The typical thought process is, "While you were playing, did you close the deal?" While you are playing golf with clients, the accounting department is thinking, "There are a lot of deals closed on the golf course." If you come home with the relationship cemented and the deal two steps up the ladder because you furthered your personal relationship with the client, but have not closed the deal, you might be looked upon as wasting time and resources. Unfortunately, business golf does not work that way. The deals themselves may or may not be discussed, but the relationships that decide the deals are cemented during the round. This is a fact and the best way to nip any criticism in the bud is to communicate that your golf activities may not immediately produce the purchase, but is necessary to cement the relationship.

Bring your "A" Etiquette Game

As mentioned in the opening, it is all about your clients and making sure they have a wonderful time. And some of that is that you bring your "A" Etiquette Game. There is no excuse not to have manners on the golf course. And that also means be aware of how fast you play. You can be the nicest person on the golf course but if you are slow it could sour a relationship. If you are new to the game, spend an hour with a golf professional learning the etiquette of the game. And don't forget how to play ready golf.

Bare Gifts

A dozen of your client's favorite golf balls, the hot club on the market, or a nice golf shirt. It is a great touch.

If you have clients and prospects that play golf, I can help you. I will be more than happy to assist you in putting together a custom plan on how you can maximize your golf expenditures. Regardless of your budget, you can outsmart your competition and build a better relationship with golf. Give me a call today to see how fun and easy it can be.
David Collins
407-273-0210