| Used correctly, “there is no better, cost-effective method of sales and marketing” than golf, according to one of the pioneers in the fast-growing business of “business golf.” What’s more, few venues offer such a pleasant environment for making a six-hour sales call, says Bill Storer, founder of a company that teaches businesses how to maximize their investments on corporate golf outings.
That deals get done on the fairways is undeniable. Upwards of 90 percent of Fortune 500 chief executive officers claim to be golfers. Among executives surveyed by Hyatt Hotels, 35 percent of those who golf say they have clinched some of their biggest deals on the course.
Golf can be a powerful tool for networking, team building, gaining insight about prospective employees and entertaining preferred or prospective clients. In fact, companies spend billions of dollars and commit thousands of hours annually to golf – the “unofficial sport of business.”
Despite the growth of business golf, industry experts say countless opportunities to build relationships and develop business are lost because basic principles, etiquette and strategies are overlooked or disrespected. To be productive, golf outings require planning, preparation and follow-through. Inappropriate behavior or “minor” indiscretions, such as cheating or overindulging in liquor, can undermine expenditures of time and money.
Considering a typical golf swing takes only about 1.4 seconds, yet a round of golf consumes four or five hours, there is ample time to develop rapport and create a desirable impression. To make the most of golf outings, participants should be mindful of a few “do’s and don’ts” when on the course and in the clubhouse.
Jeff Minton, Head Golf Professional at The Golf Club at Newcastle (whose facilities include a corporate hospitality center adjacent to the practice facility) offers four guidelines for business golfers.
• First, focus on being a good host or playing partner. The objective is building relationships. Know when to commiserate and when to congratulate. If you are having a bad round, don’t let your frustrations ruin everyone’s day. Remember, it’s only a game. Win or lose with grace, style and humor. As PGA Champion Greg Norman, the only man to lose all four major golf championships in playoffs, once remarked, “What makes golf so thrilling is not so much the wins as the losses. . . which put a man’s humanity and grace on public display.”
• For hosts, Minton recommends arriving at the course well in advance of your tee time to take care of arrangements like paying green and cart fees, having the cart stocked with a sleeve of the client’s preferred brand of golf balls, an engraved bag tag or other gift, and finalizing other details to ensure a memorable experience. Try to arrive in advance of your guests so you can greet them. (Also, for guests who may not be familiar with the course you are playing, make sure they have driving directions and are aware of any apparel or spike restrictions well in advance of the golf date.)
• Minton’s third tip is: Remember it’s a game. Relax and have fun. And even if your game is sub-par, you can still make favorable impressions by being well dressed, well mannered and having good equipment. Be sure to avoid outside interruptions: leave your cell phone and pager in your car, or at least silence them.)
• Finally, Minton encourages follow-up. Make notes about your playing partners’ style and idiosyncrasies. Send a thank-you note after the round. Implement a “20th hole” strategy, whether it’s a phone call, appointment or better yet, another round of golf!
(Editor’s Note: Cheri Brennan is the founder of Alliance Communications, a marketing/public relations firm in Bellevue, whose clients include various golf industry interests. She aspires to play more billable golf!). |
