How to make the most of a round of golf as a business tool

Sport is big business and golf has increasingly become big business. Fuelled no doubt by the phenomenal success of Tiger Woods, an increasing number of youngsters are taking up the game and finding out for themselves just how enjoyable a game of golf can be.

Golf Clubs not many years ago had their affairs run by a retired serviceman acting as an honorary secretary now find that with a turnover in excess of a million pounds, sound business techniques have to be applied.

Golf is also a unique game where even if you are involved in a matchplay competition it’s your skill and ability to score against the course that makes you into a winner. Various attempts have been made to play "business" tennis or cricket but I can’t imagine too much pleasure in facing a Pete Sampras service or a ball from Alan Donald delivered at over 95 miles an hour. However, there is much pleasure and instruction to be gained from playing 18 holes with a top class golf professional and if the nerves hold out, even to have a better net score. In this way, a round of golf, where because of it’s handicapping system, one can play with a master professional, golf offers some unique opportunities as a business tool.

In this article, I will deal with actually playing a round of golf and it’s use as a business tool. Probably the method that springs first to mind is the Pro-am. This has become a very popular business tool. Whether it is used to woo a new client or thank an existing one, 18 holes of golf in the company of a master craftsman can prove very satisfying and successful. The usual format would be a company representative and two guests playing with a professional who plays for the team as well as keeping his own score. Obviously you need to choose your professional with some thought as he has to play his or her part and in fact most of them do. I am reminded however of the American J C Sneed, never renowned for being the most loquacious of golfers who standing on the 18^th tee in a pro-am announced to his amateur partner - the first time he had spoken since they set off down the 1^st "A net birdie here from you will win us the tournament". To his surprise his partner turned at 90° and drove his ball straight into the adjoining lake.

The average four ball round of golf takes anything up to 4 1/2 to 5 hours which gives ample time not only to play the game but also to get to know the player you either already do business with or want to create the atmosphere in which to do future business. It’s all about creating or cementing relationships.

To some extent Pro-ams have become almost too well used and it is not always easy to get the best professionals to play. The big increase in tournament prize money also makes them less keen to play in Pro-ams. A relatively new innovation are Am-Ams where good young amateurs are invited to play with business guests. I have been involved where a company is sponsoring an amateur tournament and the Am-Am becomes an excellent curtain raiser. A company guest playing with a really good young amateur has become very effective as a business tool and also hugely entertaining. To watch a seventeen year old +4 golfer wallop the ball out of sight and have a deft touch around the green is exciting and who knows he may be watching a playing with the next Tiger Woods.

Finally, but by no means last is the friendly? round of golf played in a good ambience with a business friend or acquaintance, again someone you want to thank, or to create a platform on which to build a business relationship. Used properly and pre-planned, this can be very effective especially played on the right course and in the friendly spirit.

There are some firm "do’s and don’ts" which I will deal with next but however cynical it may be to approach round of golf as a planned business tool it’s well worthwhile. In this article, I have purposely ignored sponsorship of major golf tournaments and the enjoyment of players as a business tool. That’s a whole different subject with the same caveats, advantages and objectives.

Now my top 10 do’s and don’ts for the round of business golf, they may seem obvious, but it’s surprising how often the glaringly obvious gets overlooked! Then "you are the weakest link – goodbye!"

1. If it’s a lady you’re entertaining don’t take her to Muirfield where ladies may not play.

2. Similarly if it’s the Chairman of a well known public company who can’t abide 4 ball play don’t go to a busy course where that’s all they play.

3. On the other hand if your guest likes to play every shot , don’t go to a traditional club where they only play foursomes.

4. Don’t make your business talk too obvious, a little subtlety will pay dividends.

5. Don’t make it too obvious that you’re playing a business game where your guest will win the sizeable bet he’s suggested.

6. Play your best game, - if you’re a very good player that will impress your guest. If he’s better than you then he’ll like to see that you’re a determined "non surrender" type, but never embarrass your guest.

7. Do be polite and don’t use your best barrack room expletives until you know they won’t offend

8. Always do your homework on your guest’s likes and dislikes. A best Scotch fillet steak would not go down well with a vegetarian.

9. Sort out all the playing and financial arrangements with the golf club in advance. It’s embarrassing and not too good for business to ask your guest if he’s got some cash you can borrow if they don’t accept credit cards.

10. Finally just make sure your guest has an enjoyable day!

Now for some golfing quotes – I’m sure you can make them fit your business game of golf!

"Golf is a game in which you yell ‘fore’, shoot six and write down five".

Paul Harvey, American Radio Broadcaster.

"Show me a man who is a good loser and I’ll show you a man who is playing golf with his boss".

Anon

"Golf’s three ugliest words: still your shot".

Dave Marr

"A secret disbelief in the enemy’s play is very useful in match play".

Sir Walter Simpson, The Art of Golf, 1887

"Never bet [against] anyone you meet on the first tee who has a deep suntan, a one-iron in his bag, and squinty eyes".

Dave Marr