We’ve all seen plenty of pictures of politicians and celebrities schmoozing on the golf course, but a round of golf is a great way for regular people to network and make deals, too.
“I personally think it is helpful in the business world to know how to play golf because you do get a lot of these opportunities to bring in clients and network,” said John Broberg, assistant golf professional and tournament coordinator at Eaglewood Golf Course in North Salt Lake. “If you are cold-calling someone or something like that, you just have a few minutes to make the sale. If you’re golfing, you have four hours at least to sell yourself,” Broberg said.
And you can spend that time in a more relaxed, personal environment than a formal meeting or an impersonal phone call. “It gives people an opportunity to see business contacts in a different light,” Broberg continued. “It’s not suit-and-tie stuff.”
For those looking to do business over a few holes of golf, there are some rules and tips to keep in mind, according to those who use this method of contacting:
• Pick your partners wisely. You want to play with the people who make the decisions, not the people who play the best golf.
• Don’t go out of your way to win or lose. Play how you play and keep the game fair.
Pace yourself. Remember your day will include drinks and lunch or dinner, too. So don’t spend too long on the course.
• Focus on results. Set goals before you head out and outline how you plan to meet them. If you don’t feel like you have the deal wrapped up before the round is over, don’t push it. Follow up with a note or a souvenir to keep the conversation going off the course.
In addition to giving you a chance to sell yourself to a potential client, you can learn a lot about that client over a round of golf. Someone who cheats at the game, for example, might be a person who will cheat you in business. Someone who throws his or her club in anger or sulks after a shot goes wrong might be difficult to work with off the course, as well.
“It’s a good pastime to get to know people — to get to know a prospective client or one that’s been with you for 20 years,” Broberg said.
Businesses and organizations as a whole can also get in on the benefits of golf by hosting tournaments for clients, customers and employees or by participating in and sponsoring tournaments hosted by other companies and associations.
“It definitely benefits corporations to be known that they host a good event,” Broberg said.
Komatsu Equipment in Salt Lake City hosts an annual golf tournament that’s become so big the company uses two courses. Company officials invite vendors, customers, potential customers and employees to build morale and relationships.
“The competition is good,” said Chad Fredrickson, who works in marketing for Komatsu. “It brings up good spirit and camaraderie. You spend more time talking to people and getting to know each other. A golf tournament checks a lot of boxes for us.”
Komatsu uses the event as a way to forge new customer relationships and strengthen existing ones. Vendors and other organizations interested in doing business with Komatsu can also get in on the action by sponsoring a hole or providing prizes. And for existing and potential customers, the two-day event is free.
“We’ve been told several times we could charge more for it but that’s not what we do it for,” Fredrickson said. “It’s just a lot of good will.”
Komatsu also sponsors and participates in tournaments put on by other companies and associations to help build its brand awareness and relationships.
One thing that makes golf perfect for that kind of relationship building is that almost anyone can participate and have fun, Frederickson said. You might not want your 70-year-old CEO playing tennis, for example, and events such as basketball or hockey games can be too loud to get any talking in.
“Golfing is more inclusive, whether it’s male, female, young or old,” Fredrickson said. “Most people have some experience with golfing. And even if they don’t want to golf, they can come for the food and the company.”
Last, but certainly not least, no one should underestimate the cachet of the game itself.
“The golf itself — people value that,” Broberg said. “I hear the buzz from a lot of people. A lot of people are impressed with people who can play golf.”