"May I have your attention for the next four hours?" What are the odds against getting a "yes" to that question? However, a round of golf with a potential client offers exactly that opportunity. Many individuals in sales positions pass up unbelievable opportunities to network and sell to potential clients by declining invitations to golf. Don't let a personal discomfort with the game's etiquette and protocol inhibit your ability to capitalize on this unmatched sales opportunity.
In fact, your typical business golfer is not a particularity skilled player, and the vast majority of golfers are quite tolerant of low skill players as long as the player understands the etiquette of the game and does not slow the progress of the foursome by being unprepared to hit or agonizing over club selection. Beginning golfers should look for an opportunity to invite their potential client to a "scramble" format golf outing hosted by a local corporation, charity or other industry group related to your profession. In a scramble format, each player tees off, the best shot of the four is selected and each player then hits from that spot. The best shot among those four is again selected and again all four players move to that position for the next shot and so on. The advantage of the scramble format is that if you do not hit the ball far or straight, you are typically rescued by another member of your team who does. As a result, you can focus your attention around and on the greens where your ability to sink an occasional putt can help your team score well and make you a hero in the clubhouse after the round.
Begin Your Preparations Well In Advance
If you're going to make occasional rounds of business golf part of your lifestyle, it will be necessary to purchase the appropriate equipment. Unfortunately, golf clubs, shoes and other accessories don't come cheap. Visit a local golf discount store and talk to the specialist on a medium priced set of clubs which you can purchase. Carry at least one dozen golf balls in your bag, several dozen tees, a ball marker for use on the green and a divot repair tool. Purchase a comfortable golf glove (left hand for right handed golfers) and golf shoes which have "soft spikes". Most courses are prohibiting the use of standard spikes so you can avoid delays and embarrassment by simply wearing soft spikes at every outing.
Get Some Lessons
As a beginning golfer, it is very important that you take the time to seek a lesson or two to develop your golf swing, practice making contact with the ball and establish some degree of comfort with what club to use in different situations. Contact a local pro at an area county club or golf range and take the time to learn the basics of your golf swing and get a feel for how far you can hit each club. Take time to practice your putting as this is a major area in golf scrambles and you can contribute significantly to your team with a good putting stroke.
What to Wear
Men should never wear shorts on the golf course when business in being conducted. Wear comfortable light weight cotton slacks, a knit golf shirt and bring sunglasses, a sweater or vest sweater and water proof wind shirt in case the weather turns cold or rainy. Take time to select a golf hat for protection on sunny days. If the weather reports indicate you could see rain, consider bringing an extra pair of slacks and a shirt which you keep in your vehicle and change into after your round. There is nothing less appealing than sitting in the clubhouse after a round of golf with your clothes damp from rain. Unless you want to be laughed at, avoid loud multi-colored patterns which evoke images of stereotypical golf attire. Women should also wear cotton/cotton blend slacks, walking shorts or skort, with a knit polo shirt. Sweaters, vest sweaters and windshirts are all appropriate accessories. Women usually look better in a sun visor than a baseball style cap and it is less intrusive on styled hair.
Make Your Foursome a Sales Team
It is very important to select appropriate participants in a round of business golf. If possible, invite a current client to join your foursome, and possibly another member of your sales team with whom the prospective client would work after the sale is consummated. You will find as the round progresses and your potential client becomes better acquainted with your current client, the sales conversation will flow freely between the two and you will find much of your work done for you through spontaneous testimonials.
Arrive Early to Outing
Plan to arrive at least an hour in advance of the starting time. Find the driving range and practice your swing and get warmed up so when you begin golfing you are ready to play. Spend time on the practice greens perfecting your putting stroke. Carry 6-8 tees, a ball marker, divot repair tool and extra ball in your right front pocket. Always carry an extra ball which is the same brand and number of the ball you're playing so you have a quick reference to identify your first ball if it's lost.
Setting the Stage
When you drop off your bag with the attendant request that your bag be placed on the right side (the passenger side) of the golf cart. Give the attendant your prospective client's name and request his or her bag be placed on the driver's side of your cart. It is essential to ride with your prospective client so that you may develop a rapport as the day progresses. Make sure your cart has a score card and several pencils. Bring your wind shirt and vest sweater or jacket and place it in the basket provided on most golf carts.
On the Tee
In a scramble format, the group may decide together to establish a tee off order or possibly rotate an established order from hole to hole. In stroke play, the player with the lowest score from the previous hole tees off first. When a player is about to tee off, always remain still, quiet and out of the person's line of vision.
Be Patient
Don't talk business prior to the fourth or fifth hole. Your prospective client is taking the time to focus on golf, get to know you a little better and develop a sense of comfort with the days' proceedings. More often than not, I have found a prospective client will speak up suddenly and say something like "so tell me about your company or product" or the prospective client may strike up a conversation with your current client to gather information or determine the credibility of that individual. Either way, be patient! The conversation will likely drift in and out of business as the round proceeds. Make mental notes to yourself of certain points you want to bring up in casual conversation or coach your current client on sales points you would like to be made and encourage him or her to casually mention these in conversation with your prospective client. DO NOT bring any form of paperwork onto the course for review or discussion. Avoid cellular telephones as this interruption can be interpreted as an insult and gives the perception that this event is not nearly as important as what is going on back at your office. Leave your telephone in the car!
When in Rome....
Some weekend golfers are highly sensitive to following the rules of golf to precision, while others may take a more casual approach, particularly in a social scramble format. If you find your prospective client refuses to move the ball out of a tight situation during play, do not move your ball to gain an advantage either. If your prospective client is not drinking alcohol on the course, do not drink alcohol either. Should your prospective client suggest small side bets on individual games of skill such as longest drive, closest to the pin, longest putt, etc. play along. At worst you may lose several dollars to each player. Be aware, that many public and private clubs prohibit betting, so use your best judgement. Bring $20 - $25 in one dollar bills so that you can buy a round of drinks for your foursome when the beverage cart comes around your way. Be generous with your tips, and make sure you ask each member of your foursome if they would like a beverage or snack.
Be Dignified, Be Professional
Never display any temper over a bad shot or other streak of bad luck. Remember, you are being judged on your character, maturity and professionalism while on the course. Many individuals form opinions about their partner's professionalism based on how they handle adversity. Believe me, while playing golf you will experience adversity! Don't apologize for poor play, chastise yourself openly, or make excuses. Keep your cool, think ahead about how to improve your next shot and never, never, never cheat!
The 19th Hole
Upon completion of your round, some golf courses have attendants who offer to clean your club heads and carry your clubs to your car. Always say yes, and tip the individual two or three dollars for their service. After returning to the club house it is customary to settle any small on course bets which were made, and have a snack or a drink prior to departure. Some scramble tournaments include dinner and prize drawings providing you an extra 1-2 hours of interaction. Over the course of the round you should have covered your 5-6 major sales points and hopefully your current client offered some insight and support for your product or service. Again, don't try to close the sale in the club house, but set an appointment to meet with the prospective client to finalize details. Make sure you have business cards with you to give to the prospective client and others you may have met during the day who could provide business opportunities.
The ability of an individual to "fit in" on the course by understanding the game's etiquette and social graces can go along way toward establishing a positive relationship with a potential client. The suggestions offered in this article only scratch the surface of techniques you can use to make your round of business golf comfortable and productive. Above all, relax, enjoy the beautiful scenery and get the sale!