Golf Networking: An Insider's Guide

By Nina L. Kaufman, Esq.

Golf networking has been touted as the crown jewel of business schmoozing, enjoyed by power brokers and Presidents alike.  But having dabbled, watched videos, and joined groups for over ten years, I can attest:  golf networking is not a magic bullet for riches.  Still, it provides a dimension to networking you won’t get elsewhere.  Here’s a candid look at what awaits you on the golf course.

On the Downside . . .

  1.  It takes time – and skill -- to be really good.  Playing eighteen holes of golf can take a good chunk of the day.  Golf also requires good hand-eye coordination, stamina, and a deft touch for the “short game”.  All these take time and practice to develop . . . especially when you’ll be judged on how well you play – or, move play along. 

  2. Bad behavior is hard to hide.  Golf can easily turn a person into a foul-mouthed beast who hacks at the earth with a 4-iron in retaliation for a bad shot.  (Been there, been that!)  If you’re on the links solely for the business but hate the experience, bad attitudes will ultimately shine through your attempts to mask it. 

  3. Forget the fantasy that you’ll meet the superstar client your first time out.  Unless you’re at a high-profile, big-ticket golf outing (in which case you’ve probably already “made it”), you normally won’t meet titans of industry in your foursome.  Multi-million dollar business gets exchanged on the course when one bigwig invites his (yes, usually “his,” not “her”) friends to the club.  They’ve already made their connection though peer networking; golf is merely the vehicle to let it happen. 

  4. Golf is solitary.  Although golf networking outings can feature games to get the whole “foursome” involved, you’re often by yourself.  Like when walking to your ball.  Or setting up your swing.  If you’re polite, you’re not talking while waiting for others to hit.  And for most of the day, you’re with the same three other people.  If you get paired with a dud, you’re counting the minutes to the 19th hole.

 On the Upside . . .

Leaving aside the beauty of nature, the constant challenge and humility of play, the creativity to dig yourself out of a bad lie, and the bonding through commiseration over flubbed shots . . . golf networking is a process of getting to know people, with the goal of seeing whether there’s synergy for doing business together.  You’ll learn more in 18 holes of golf than 18 years of business dealings.  Keep your eyes open for:

  1. Do they cheat?  In golf, all swings and movements of the ball count.  Sometimes, people announce a lower score than they actually hit.  They won’t count the whiffs, the lost balls, the “hand wedges.”  Are they honest with themselves – and you?  If not, they may cut corners in business to make themselves look good.

  2. What’s their makeup?  Golf is a long game, often played in scorching heat and unbreathable humidity.  Do they curse and stomp when shots don’t go their way?  Can they applaud your good shots when theirs just limped into the pond?  If not, they may not work things out with you fairly if a business problem arises.

  3. Are they realistic?  If they only play once a year, do they talk big, expecting to play like the pros?  And when they don’t, do they make excuses for their bad shots?  If so, they may be the type of vendor to over-promise and under-deliver.

  4. Do they respect the rules?  Golf rules aren’t just for counting strokes; they help players show consideration for each other.  Do your golf partners duff around?  Spend ages looking for a lost ball?  Talk loudly as you’re trying to concentrate?  The level of respect they show you on the course is likely the same level of respect they’ll bring to your business.

  5. Do you like them?  We want to do business with people we like.  Did you have fun on the course with your golf partners?  Enjoyed their company at the “19th hole”?  If not, why waste time taking that next networking step? 

Whether you think golf “is a good walk spoiled” or “reflects the cycle of life,” one thing’s for sure: golf networking will teach you invaluable lessons about your business associates . . . and about yourself.

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© 2009 Nina L. Kaufman, Esq.  Nina Kaufman is an award-winning business attorney, speaker, and columnist/blogger for Entrepreneur Magazine online. For her line of Ask The Business Lawyer tools, visit www.GreatBusinessLawResources.com.  You can also get a free copy of her Contract & Collections Info Kit at http://bit.ly/5jP3g.  She is fond of her very forgiving set of Calloway clubs.