A round of golf is a great way to build rapport with prospects. You get to spend four to six hours with a potential client, during which you can describe what you do and learn as much as you can about your guest.
“It’s a great way to build rapport and exchange ideas while enjoying the game,” says Raymond Yates, financial advisor and senior partner with Save Right Financial Inc. in Mississauga, Ont. “You also get the opportunity to break the ice and set the tone for future conversations.”
Here are some tips to help make your day on the links more successful:
> Plan your day
The success of any event hinges on planning, so map out your day carefully. Decide what you’d like to achieve through your outing and choose the guests and the golf course accordingly.
“Make sure all guests have confirmed their participation,” Yates advises, especially if you’re planning to have more than one pair.
Make arrangements with the clubhouse ahead of time if you plan to gather there afterwards for dinner or drinks.
> Choose your golf course
Hold your event at a club with which you are familiar, Yates says. “It should have a high level of service and a friendly staff that meets your expectations,” he says. “It should reflect the values you want to portray to your guests.”
> Match partners
Carefully select the golfers who will be in each group and how they will be paired.
If you have invited clients as well as prospects, Yates says, consider pairing a client who knows you well with a prospect. This way, the client can serve as a “living testimonial” for you.
You may also wish to pair guests who have similar levels of golfing experience. If you are a good golfer, avoid embarrassing the person you’re playing with, advises George Hartman, managing partner with Elite Advisors Canada Inc. in Toronto.
> Skip the sales talk
You do not want to openly convey the impression that you’ve taken a prospect golfing to discuss business, Yates says.
Strive to enjoy the game without making a sales pitch, says Hartman: “Only discuss business if a prospect specifically brings up the subject.”
Otherwise, take a “soft” conversational approach. Find out what your prospect does and tell them how you work with people. If the situation is right, you might ask: “Do you mind if I call you?”
> Make the clubhouse count
At the end of the day, you will most likely end up at the clubhouse for drinks. Thank your guests for an enjoyable day. If any business issues did come up during the round, ask if you can follow up later, Hartman says.
> Follow up immediately
When you’re back at the office, make notes on each prospect. Follow up immediately with those who have expressed an interest in learning more about what you have to offer.
“You have already opened the door to further conversation,” Yates says, “putting you in a position to take the relationships you developed to the next level.”