Personally, I’ve never played golf. Well, not unless you count those crazy golf experiences with neon ferris wheels in the middle of an obstacle course through which moderately intoxicated people are expected to hit golf balls. But since I started a career in digital marketing in 2009, I’ve been in sales meetings where targeted sales people are securing business contracts over a game of golf.
It’s incredibly common to get people networking and holding business meetings on the green. But why? What are the perks of taking prospective clients out for a round of golf?
Relaxed Outdoor Environment
One of the many benefits of golf is how relaxing participants describe it as being. That’s in stark contrast to how stressful business breakfasts and more formal boardroom meetings can be.
Add to that the great outdoors and, weather permitting, you have an environment in which people feel calm, composed and relaxed which makes it much easier to get things done. It’d also much likelier that people will let their guard down a little when more relaxed and making more meaningful connections is therefore much easier.
Length of Time Together
Boardroom meetings are often popped into calendars for an hour at a time. Networking events might last an hour or two. But a game of golf lasts several hours, meaning you get more time with business contacts in this calm environment too, which is excellent for building connections and engaging in more meaningful discussion.
With plenty of time, you’ll almost certainly talk about things other than work! And talking about your lives can help you to get to know someone properly, building rapport and trust.
Building Trust and Rapport
We touched on it above – but the extended time together really is important when it comes to building rapport. In a rushed 60 minute boardroom meeting, there might be PowerPoint, Q&A, numbers, work talk and then everyone goes their own way. In a day playing golf people spend more time chatting, building trust up, finding out about one another’s lives and so on. It helps people to see you a person and not just a supplier or business contact. And we all know that people buy from people. So building trust and meaningful connection is important.
Using Golf Strategically
You could keep it all very straightforward and just ask specific prospects or clients here and there for a golf day. Or you could be more strategic. Consider:
- Planning annual or twice annual golf days where you invite key contacts (prospects or existing key account contacts) to come along for the day
- Plan the invitees carefully. Find people who might also be useful or interesting business contacts for one another, taking into account level of golfing experience and ability to ensure a balanced day
- Give plenty of notice and perhaps plan something like relaxed dining or drinks afterwards
Goal Setting
It’s easy to look at a golf day as an “easy” day out of the office. But those with their eye on the ball will be approaching it much more strategically and, just as they might in any office based meeting, will have objectives and goals set for the day. These don’t have to be overly business focussed. Yes, you might want to get one or two things agreed. But look at this primarily as an opportunity to strengthen a relationship and the business opportunities will come later.
Set goals and keep in mind any key topics you want to ensure are discussed.
Balancing Business and Pleasure
Nothing ruins a game of golf like not being able to concentrate on the game because someone is in your ear constantly about a business proposition. Yes, it’s a business related day – but think of it more about getting to know your business contacts better and less about running your conversation like a board meeting agenda.
There will (and should) be some business chat. But if you make it all business and go in with the hard sell, the reality is you may well just ruin someone’s day on the golf course.
So, in short:
Plan ahead and pick the right golf course at the right time. Invite people with similar golfing experience who may well be mutually of interest to one another. Set goals, but don’t make it 100% business orientated.
The key thing to remember with golf is that it should be fun, relaxing and enjoyable. Focus on building rapport and the rest will follow.
