The business of golf
Doing business on the golf course dates back a long way. Traditionally, the plaid panted good-old-boys had mastered the high art of carving out relationships and making deals on and around the links. But the times, they are a changing according to a recent article in The Wall Street Journal. Now we're seeing consultants who are staging seminars on how to go about arranging the perfect golf foursome. The DVD Go for the Green expounds in specific detail the most effective business-golf foursome which not only includes the host and target, but a validator and influencer as well.
The PGA of America underwrites classes at colleges and universities on using golf as a business tool. Around 59 schools offered classes last year, including Stanford and University of Texas. It seems that the meticulous arrangement of every detail prior to the round, such as water in the carts and corporate logoed golf balls demonstrates thoroughness. Your going to want to step onto the first tee box well prepared and confident instead of the age old complaint of your aching back, sore feet or never enough time.
So, heads up boys and girls, the next time you're playing with your good salesman buddy you might want to ask if you're there to validate, influence or buy something!
7 Comments | in Learn golf
Reader Comments (7)
The art of the sale while playing a little golf. The decision maker always rides with the principal business developer (sales). The influencers and facilitators get to ride in the other cart or two so they can tell me and my mark how good things are going to be. The client is away from the friendly confines of the office environment. Global 1000 or sole proprietor or anything in-between, it's the same story. The prospect will open up and tell you what you need to know after a few cold ones and a couple of made putts.
Their willingness to guarantee your passage past the gatekeeper and into the winner's circle always directly corresponds to the level of the track you are playing. Let it be known that the $200 level round will take you alot farther in the account than a trip to the skank municipal venues.
The dream account where The Man loves to play. Why buy from the non-golfer if you don't have to? A nice golf shirt or two goes a long way. Golfers understand.
You sound like an expert, golfspinner. What courses in your area have provided you with the greatest ROI?
That's easy. TPC @ The Woodlands with close proximity to a number of north side "entertainment venues". The Houstonian Golf Club out on the southwest side with nearby access to the best Mexican food and margs in the area. Royal Oaks (a Fred Couples Signature Course) in town near the Galleria is the purest play for golf with the exception of Lochinvar, a Nicklaus creation with the best bent grass greens and a no women no children profile.
Wow! These sound like hyper-premium tracts. Help me with some simple arithmetic. What kind of cash outlay are we looking at for a foursome at courses of this calibre? And what about the lavish lunch, cocktails and pro-shop ditties? You know ... the total drive-out expense that goes on the monthly expense report.
You are looking at around a grand to bring things together. My previous all-time record was $ 7,800 but that included a wide array of activities after we played the round. The Combat Zone in downtown Boston with Hilton Hotels. Ah, those were the days.....
And then you have the multitudes of small business owners who amass a lot of revenue for someone who knows how to play business golf. All of these target markets are who business golfers need to work towards getting to know.
The best way I have found to really get the solid business relationship built is to offer to take a potential customers or client out to play in a charity golf tournament. But not just any charity golf tournament. Pick a good one.
There is one in Dallas, Texas that is getting well known because it pushes for quality rather than quantity like other charity golf tournament do. The Screen Door Open Charity Pro-AM Golf Tournament. It is an officially sanctioned PGA event. You can check it out at http://sdogolf.com. Tell them Mr Business Golf sent ya and they will make sure to take care of your group.
My advice to all golfers and all business people is to learn to play business golf; it is the best investment a golfer and a business can make.