I’ve spent the better part of 20 years on golf courses. First as a caddy at an exclusive club, then as an impassioned player who tries to get 18 holes in every week. I’ve seen the game played from all angles and experienced maybe a thousand rounds. I know how playing golf with clients can build a strong relationship–or destroy it.
So I loved this Investment News article, “Tips for pitching clients on the golf course.” It’s a good, quick read: http://tinyurl.com/investmentnews-golfwithclients
It got me thinking about additional tips I’ve learned over the years that might help you build your business through the greatest sport in the world.
#1: Remember why you’re there
You are building a relationship, not closing a sale. When I take a client to the golf course, it’s assumed that I’d like to do business with them, so I don’t have to bring it up.
And if you’re playing a mid- to low-handicapper, etiquette is very important to him. If you talk business while he’s playing, it’s almost like talking to a pitcher in the seventh inning while he’s pitching a no hitter.
#2: Use your time wisely
There’s no better way to build rapport than spending four hours with a captive audience. I use the time to get to know my guests and their families. And I want them to know more about me. It gives me the opportunity to call them in the future about something other than business. Everybody likes to talk about themselves. All you have to do is just start the conversation and let them go.
Me, Jim Maschek, Marc Lindsey and Jason Mesker at a recent charity tournament. I entered the "loudmouth" challenge, but amazingly my outfit wasn't enough to win.
#3: Keep your integrity, don’t take a dive
The article points out that you shouldn’t throw the round just to make your client feel good. I heartily agree because your client is evaluating you by how you play. I invited one of my Inner Circle advisors, a top producer who writes millions in premiums, to play a round.
He shot 74 and I beat him by 3 shots. Even though he’s my advisor, I am going to play my best because that’s what I do. Afterwards, I felt he had a new respect for me. If I had not played up to my ability, he wouldn’t have been able to play his best. And he’s clearly a competitive guy, which is why he’s so successful. It also showed him that, no matter what I do, I will do it to the best of my ability, which means I will do that for him and his clients.
#4: You can close in the clubhouse
The one place I feel comfortable talking about business is the clubhouse. Settling in for a cool one after a great round sometimes leads to a “how can we continue this relationship” conversation. Go for it, but avoid the hard sell. You want your client to WANT to spend more time with you, whether on the phone talking business or at another tee box in the future.
