Golf has been called a simple game, a game of confidence and “a good walk spoiled.” Pastoral, quiet and achingly civilized, golf is in itself a culture that encompasses not only a book of rules but an arcane code of ethics and etiquette based on the most chivalrous of behaviour.

For those who learn the rules and tap into the code, golf can be a powerful business tool. Here’s some advice that can help you handle yourself on the golf course like a seasoned pro — even if you can’t play like one.

David Edey and Nick Chiricosta are senior advisors at Wealth Management Group, part of Triglobal Capital Management Inc. in Montreal. Between the two of them, Edey and Chiricosta take clients out to play golf up to 30 times a year. In addition, they run an annual golf tournament that raises thousands of dollars for children’s charities.

“It’s so much better than a breakfast or lunch. Golf lets you spend more than four hours with a client playing an activity you both enjoy,” Edey says. “Taking a client out for a round of golf shows that you know about their interests and can relate to them on a personal level, and that you are interested in more than just their finances.”

Most advisors regard golf as a client appreciation activity rather than a direct sales tool. “Business might come up,” Edey says, “but I wouldn’t use golf as a way to make a specific sale.” However, he adds, business is by no means a taboo subject on the links. Because you are spending the better part of a day with a client — on the course and over drinks or a meal afterward — business will probably enter the conversation. That provides an opportunity to discuss the client’s portfolio, the advisor’s services or changes in the client’s situation that may affect his or her financial plan.

For those who like to use the golf course as a place to build business, Go Fore the Green, a DVD distributed by Elemental Concepts Inc. in Pennsylvania (www.goforethegreen.com), presents a detailed methodology to follow when inviting a prospective client for a round of golf. The process is rigidly structured and involves inviting two allies who help reinforce the advisor’s message.

Even for those who don’t plan to use golf to recruit a new client, the video and accompanying booklet have some good ideas. For example, it suggests you find out about the client’s skill level and golf course preferences before setting up the event. In addition, you should let the client choose the course, notify the clubhouse in advance of your plans and confirm your tee time on the day of your round. Offer the client a gift of a sleeve of golf balls emblazoned with your company logo, Go Fore the Green suggests. And make sure the golf cart is stocked with your client’s favourite snacks.



> Brush up on etiquette

Etiquette is always an integral part of golf; when playing with an important guest such as a client, it is critical.

“Everything to do with the form of golf is based completely on chivalrous activity. Everything is based on your level of consideration for the people you’re playing with, even though you may be playing against them,” says Bruce Domoney, head teaching professional at King’s Golf Academy, a Toronto school that specializes in teaching business people how to improve their golf game.

Not all golf etiquette is intuitive, and less experienced golfers should brush up on the details before heading out on the course. Subtle miscues, such as walking across the green between your client’s ball and the hole, casting a shadow on your client’s ball or approaching the tee before your client has removed his tee, will be regarded by some golfers as boorish behaviour.

“There’s a silent ceremony to golf that’s very sophisticated and subtle, and you may have to increase your ability to understand that in order to match the level of appreciation of the person you’re playing with,” Domoney says.

If you’re uncertain about any aspect of etiquette, get one of the many books on the subject, such as Golf Etiquette by Barbara Pruett. Better still, consult a golf pro.

Wagering is a traditional element of the game, and it is normal for golfers to make side bets as the round progresses, says Domoney. “But if your client has a fragile ego, be careful how much you beat them by,” he adds.

@page_break@“Bets are a fun part of the game,” Edey says. “Whether you want to include betting with your client really comes down to the level of the relationship you have.”

Domoney has seen golfers play for 1,000 shares a hole, and says millions of dollars may change hands at some country clubs. Of course, those kinds of stakes are not advisable for a friendly client/advisor round. “Keep it simple, keep it minimal and don’t try to bamboozle anybody,” Domoney says. “If you’re taking money from a client, make sure it’s just a token amount. And make sure you buy drinks later, even if you win.”



> Ethics

An alarming number of golfers will try to play outside the rules to improve their score. “What you may find out about a client that you never expected is that they might cheat on their scorecard or they might not count a stroke,” Edey says. What do you do in the face of a cheater?

“Nothing,” Edey says. Cheating at a friendly game is pointless, he says, but if it happens, it’s best to let it pass. Your own unimpeachable behaviour, on the other hand, should score points with the client.

“When you play golf with someone, it is a window into their inner temperament, because you find out what the person is really made of,” says Domoney. “If you are a good golfer, you can command respect based on your respect for the game. Or the client can be impressed with how you handle yourself in the face of defeat and, through that, you can gain tremendous respect from your client.”

Still, it takes more than good manners to make an impression on the links, and inviting a client for a round of golf is not for the novice, Domoney warns. When the host is inexperienced, extreme disparities in the level of play can create an unpleasant experience for the guest. The client may be accustomed to more challenging courses than the advisor is used to playing on, or may become frustrated waiting for the advisor to catch up.

If the client is an expert, and the advisor a newbie, Domoney offers these alternatives:

> if a colleague in the office is a good golfer, invite the client to play with him or her;

> hire a golf pro to play a round of golf with the client;

> if you’re both beginners, invite the client to join you in a lesson;

> invite the client for nine holes and dinner instead of 18 holes.

Edey says the best way to deal with disparities in level of play is to not be too worried about who wins. “Golf is not so much ‘I’m playing against you’ as it is each person playing the course,” he says. “Besides, there are no television cameras there. You’re there to enjoy the game.” IE



Stay on the ball

Inviting a client for a round of golf can strengthen your relationship with that client and help build trust, says Bruce Domoney, head teaching professional at King’s Golf Academy in Toronto. The following tips can help make your round of golf run smoothly:

> Carry a rule book so any questions about rules can be resolved immediately.

> Check with the course in advance about dress code.

> Be on time. That means at the tee five minutes before your scheduled tee time.

> Always play the easiest tees you can get your client to agree to.

> If your client is a much more experienced golfer, let him or her drive the cart — you might make a cart-etiquette mistake.

> Ask the client if he or she would like to bring a friend — and you bring a colleague — to make a foursome.

> When you have a foursome, switch cart partners after nine holes.

> If you plan to have your meal between “nines,” you must make a special arrangement.

> If you’re uncertain about any issues of rules or etiquette, ask or take lessons from a teaching professional.