10 Keys to Business Golf Success

By Mark Nixon

1 – Sustain, Entertain and Obtain (SEO) Clients with Golf

The game of golf is synonymous with “big business,” and is one of the most effective tools for networking and deal making in the modern business world. People who choose not to leverage golf are neglecting one of the best business development tools available. Think about your best client that plays golf and know that statistically, they will know 3 – 8 other golfers with the same income, values, and proximity.  It is vital that you have a strategy to become your company’s golf SEO!!

2 – Who to Invite?

Playing golf is five hours out of a busy day that can either result in an afternoon off or the creation of solid business relationships. The first key to the latter is inviting the right people.  Having four players is obviously a better use of time than two.  Inviting a mix of clients, prospects, and business partners can provide a non-threatening atmosphere to grow business relationships.  Tip: In today’s busy world, sometimes is it easier to book 9 holes instead of 18.

3 – How to Prepare

Done properly, the preparation for a business round of golf might take half as long as playing it.  Create a target list of prospects that support your business objective.  If you cannot come up with 20 names, then begin by simply asking your targets if they play.  Once your list is compiled, look for the right mix for each round of golf.  Separate them into groups of three (with one alternate each) and then determine your objectives for the round based upon the dynamics of the group.

Schedule a day out of your calendar and find an appropriate golf course within a 30-minute drive from your guests.  Prior to the round, survey the facility for difficulty, pace of play and the presence of an adequate 19th hole.  Typically, higher priced daily fee courses are the best. Tip: If you find you’re often entertaining at the same course, it’s a good idea to join the men’s club and get friendly with the staff and the pros.  You want to be sure you are recognizable.

4 – Guest First

Show up before your first guest arrives, so the details of paying green fees, getting a cart and range balls are well behind you.  Give your guest the choice as to who will drive the cart.  If there is more than one guest, then announce that you will switch carts after nine holes.  Always tee off last, except when they ask you to go first.  Focus on the business objective rather than your individual success on the golf course. Be attentive when each shot is hit, complementary when appropriate and helpful in finding lost balls. If you find yourself holding up the group, pick your ball up.

5 – When to Talk Business

Keep it light with a focus on getting to know the guest and building the relationship.  The guest should always initiate business topics and if discussed on the course, be observant to body language and other signals.  The 19th hole can be an effective place to top off the day with a little business and a cocktail.  Remember to focus on the objectives set out for the round of golf.

6 – Bonding with Questions

Asking questions is the key to relationship building.  The more you discover about a person’s family, hobbies, vacation spots, favorite wine and views on the world…the more they will like you.  Take “I” out of your vocabulary.  This day is about them.

7 - Business Golf Etiquette

When scheduling the round, always personally invite your guest to play.  Do not have your assistant make the call.  The two decision makers should ride together.  Don’t assume your guest keeps score…always ask.  Repair ball marks on the green, replace fairway divots, rake sand traps, don’t walk in others putting lines and refrain from talking during your guest’s shots.  Don’t break the rules in golf or in business.  Drink light so you don’t distort good judgment.

8 – Gambling

If your guest is opposed to gambling, you should omit it.  However, a team bet is a great way to increase the bonding with your guest.  It literally puts you on the same team.  Ask each person’s handicap when you are scheduling the outing and then line up a $5 or $10 team bet.  That way the maximum exposure for each person is $10 on the front, another $10 on the back and $10 for the overall; $30 total. Clearly establish the rules prior to teeing off on the first hole.

9 – 19th Hole Presentation

Raise your drink and make a toast: “It was truly a pleasure to play with each one of you.  I enjoyed getting to know you all better and look forward to the next time we can play.”  Or, make up your own speech.  Most people need to make it more exaggerated than they think is necessary.

10 – Follow Up is the Key

Send a hand written thank you card.  If a follow up meeting isn’t scheduled at the 19th hole, then be assertive and contact them within three days for appropriate follow-up, whether it is to schedule a business appointment, deliver on a promise, or a second round of golf.

 

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Mark Nixon is the President of GolfTec/Tampa. Since 2005, his company has taught over 50,000 lessons in the Tampa Bay region and was recognized with many honors, including Best New Store, Top Franchise, Top Management Team and Teacher of the Year.
Mark is currently is in his second term as GolfTec's Chairman of the Franchise Board.
Mark can be reached at 813-504-3484 or at mnixon@golftec.com