For years, men have been conducting business on the golf course. Many professional women are finally catching on and are beginning to reap big benefits by using golf as part of their business strategy.
Nearly all CEOs of the Fortune 500 companies play golf…actually anybody that’s anybody in business plays golf. You will be surprised who you might meet on a golf course. He/she could be your next employer or major customer. Also, as a woman, it is often more difficult to find ways to mix “with the boys”. Golf is one great way to play “even par” with the men in your organization and your industry. If you spend a day on the course with the CEO/President of your company, you will be on his radar screen.
Several years ago, I worked in middle management for an international, male-dominated company. As part of my career advancement strategy, I decided to learn the game of golf. I worked to become good enough so that I would feel comfortable playing with better players. Soon, I was part of a regular group (the only woman) that was invited to play with the president whenever he visited our U.S. headquarters. Suddenly, I was being asked to serve on special team assignments, and within one year, was promoted to head a U.S. sales division.
Golf is also an excellent tool to increase sales and grow your business. For example, a local high-tech company was getting a very small percentage of a major company’s total equipment purchases. They invited their main contact to play golf with their account team. They endured cold temperatures (42 degrees F) and drizzle as well as his constant coaching and playing tips throughout what seemed like the longest 18 holes ever played. The payoff was far greater than the pain, however, as within just a couple of weeks of the outing, they were being awarded much more business and their sales grew exponentially.
You can also use the game of golf to assess the type of person with whom you are dealing. If an individual exhibits rude and obnoxious behavior, or even worse, cheats, do you really want to do business with him/her? On the other hand if he/she is courteous and honest, you will probably be treated this way in a professional relationship as well. Remember, your prospect/customer is scoping you as well. Watch your language on the course, and go easy on the drinks during and after play.
Lastly, you can forge new and strengthen existing business relationships through golf, whether with members of your management team, customers, distributors, or strategic partners. One way is to host a private outing (can be included as part of an annual conference), or you can sponsor several teams in an existing tournament that benefits a local (or your customer’s favorite) charity. You can place members of your organization strategically on each team to mix with the other players. The latter approach is great for both customer and public relations.
A couple of tips on business golf etiquette. If your client wishes to bet, keep the amount low… you definitely don’t want to win the bet and lose the business. Most importantly, do not discuss business during play. You are there primarily to get to know one another better and begin to build a stronger bond. You may follow your customer’s lead, however, and answer any questions, as briefly as possible, if he/she brings them up either during play or at the 19th hole (the bar). Otherwise, wait to make contact within a couple of weeks to schedule a follow-up meeting.
So, if you are a woman who already plays golf, why not begin to play for business purposes more often? If you don’t yet play, what are you waiting for? Golf is an enjoyable pastime and a powerful business tool. You can learn to play at nearly any golf facility and there are women-only golf schools throughout the country. Make the investment. You will be amazed at your rate of return.
Pat Whitney, principal and managing partner of Maximum Performance Partners (MPP), helps individuals, teams, and organizations attain their highest levels of effectiveness. Pat applies twenty years of corporate experience in high-tech telecommunications to assist professional women advance their careers. Contact her at 802-672-4370 or pwhitney@vermontel.net.