The Business of Talking Business on the Golf Course

It is commonly accepted that the golf course is a great place to get business done. But how does it really work? Like any other event with a business focus, a successful golf outing requires planning. Here are four of the biggest mistakes people make, and how to correct them:

Rushing into a business conversation when your guest may simply want to relax and get to know you better. Keep your eye on your main objective. Focus on playing golf, having fun and getting to know the rest of your foursome. This leads to better concentration and performance — and more fun.

Using a golf outing as an 18-hole commercial with a captive audience. Wait for your prospect to raise the issue of working together, and concentrate on being a resource for your guests. Ask questions about your guests’ businesses and listen for ways you might help. If the topic does come up, offer help in small doses and hedge your offer with “if it makes sense” or a similar phrase that shows your sole intention is to help. Also, it never hurts to come armed with a few potential referrals for your guests.

Making the round about what you want rather than what your guest wants. Consider what your guest may want to get from the outing and adjust your own expectations accordingly. For example, use the outing as an opportunity to introduce your prospect to someone he wants to meet. Chances are also good that he or she just wants to get away from the office, the meetings and the phones. When you all walk off the 18th green, everyone is going to be concerned about one thing: how they shot. Remember, as host, your job is to delight your guests, not the other way around.

Going in with no plan or forethought. If a key business issue does comes up, this might not be the time for a full-fledged conversation, but don’t drop the ball, either. Prepare for this possibility, and ask whether it makes sense to meet for lunch or dinner the following week (when you can have your guest’s complete attention, away from the course).

No environment inspires confidence sharing like the golf cart. You can take advantage of this if you are prepared to listen carefully and respond subtly. Remember that it’s all about your guest and you’ll be walking in clover; forget it, and you will hit a minefield. The golf course can be a great place to build or cement relationships that will eventually lead to business. But the process, like the game itself, needs to be taken one shot at a time.