Business in the Bunkers
Navigating the sand traps and water hazards of doing business on the golf course.
© DWIGHT ALLOTT
Business golf is not buddy golf. Buddy golf is about bawdy humor, re-telling stories from your glory days and poking fun at your friend’s insecurities. Business golf, on the other hand, is about business. It’s about meeting a paper company executive on the first tee and spending five hours deciding if he’s a man you can trust. It’s about gamesmanship and close observation. It’s about trying to tell if someone shares your values based on the color of his pants. Above all, though, it’s about proving to someone that you would make excellent partners in your mutual quest to make money.
There’s a reason 97 percent of executives say playing golf with a business associate is a good way to establish a close relationship (and more than half of those executives say it’s the very best way to get to know a client): Accompanying someone for five hours as he navigates the obstacles of a golf course is like sitting him on a therapist’s couch and peering into his brain.
Few people know this better than Michael Andrew Smith, Mary Hafeman and Randy Robertson — three golf experts who make a living teaching businesspeople how to make golf work for them. These putter pundits have advised countless suits on how to get the most out of a round of golf, and now they pass their secrets on to you. Here is their list of the 10 most important things to remember when you’re playing golf on the clock.
1 Be honest with your opponent.
If you’re invited to play a round of golf with a client but your golf game is more in-the-woods than Tiger Woods, just say no. “Be up-front. Maybe go to the country club and join them for lunch,” says Business-to-Business Golf author Michael Andrew Smith, who regularly speaks to executives about how to get the most out of the game.
If turning down the round is out of the question, accept the invitation and start learning the game immediately. Former LPGA pro and current golf ambassador Mary Hafeman suggests a lesson from a golf pro to get the basics down. “You want to make sure you know where to stand, how to dress and where to go, so you’re not affecting the other players,” she says.
The key is not showing up for 18 holes without a clue that a golf course has 18 holes. “That’s business suicide,” Smith says.
2 Use your feet.
Remember, you’re trying to channel Arnold Palmer, not Mario Andretti. That’s why it’s best to avoid golf carts.“There’s something special about the circadian rhythm of walking and talking and enjoying nature,” says Randy Robertson, CEO of R.B. Robertson Corporate Golf. Walking allows for a calmer pace and more interaction without having to settle the thorny issue of who drives.
Sometimes a club or a pair of bad knees will force players to choose a cart. In that case, ride together, Hafeman says. “When you’re in a cart, you’re sitting right next to each other the whole time. When you walk, you’ll be walking to the ball and missing out on time you could be getting to know each other,” she says.
3 Save the shoptalk for the 19th hole.
“The purpose of playing business golf is to establish a rapport with someone so you can talk further later,” Smith says. Later typically means right after the round is over. Nearly half of business executives say grabbing a meal or a drink after the 18th hole offers the perfect time to broach those subjects that would have distracted from the game.
Bringing up business at the wrong time can spoil a whole round, Robertson says. He knows because it happened to him. “I was playing with an important client, and as soon as I brought up business, he snaphooked a drive into a hazard. He went from having fun to being preoccupied, and the round went sour,” he says.
That’s why, Robertson adds, “You close the deal in the follow-up.” He suggests a photograph from the day or a hand-delivered note thanking your partner. When you’re out of your knickerbockers and back in your suits, that’s the time to talk business. Don’t think that means hiking the links was a waste of time, though. Forty-three percent of business executives say some of their biggest deals were born on a golf course.
4 Have a drink, if you must.
While Hafeman suggests staying as far from booze as you would a sand trap, Robertson says sometimes that’s not the best move as a host. “Take the lead from the client on drinking,” he says. “If the client wants to drink, drink.” Whatever you do, though, don’t drink too much. The best way to turn a client into a former client is by decorating his golf shoes with the remnants of a breakfast burrito.
5 Keep your clothes at a low volume.
Neon green paisley pants may show off your personality, but business types aren’t typically attracted to personalities that look more Bonnaroo than boardroom. Instead, check to see if the course has a dress code, then go a step further. And pay attention to patterns. “Don’t wear a checkered shirt with striped pants,” Smith says. “If you’re in doubt, ask your spouse.”
If you’re playing host, Hafeman says, it’s essential to be sure your guest knows the dress code. “The worst thing they can do is show up at the course in jeans and not be allowed to play.”
6 Keep your tips in a jar.
“Only give someone advice if they ask. That’s the cardinal rule,” Smith says. Otherwise you run the risk of looking like a know-it-all. Or, worse, you give advice that results in a client bouncing one offthe cart path and into his car’s windshield.
7 Let cheating slide.
There’s no need to make a fuss over some scorecard fudging in a casual game. “Just look the other way,” Robertson advises. Of course, seeing your opponent gently nudge his ball from the rough could be a clue into his personality. “I would check it off in my mind,” Hafeman says. “I would consider that they might not be totally trustworthy on the business side.”
Don’t rule out the possibility that you’re the one being tested, though. If you notice someone not counting a penalty stroke, Smith says, mention that you’re not sure how the other players might feel about that type of behavior. That keeps you from having to make an accusation but lets your partner know that you witnessed his indiscretion. “You want to show them that you’re a person of integrity,” Smith says.
8 Watch everything.
When you’re invited to play a round with someone who has a corner office nd his initials printed on his dress shirts, he wants to do more th an get to know you — he wants to get a read on you. He wants to see how you react under stress, and there are few moments more stressful than sending your Titleist for a swim. That’s why twothirds of business executives say observing how someone behaves on the golf course is a clue as to how he’ll behave in business.
If your opponent is methodical in his approach, he’s a systematic thinker, Robertson says. “You shouldn’t be impulsive with business propositions with this type of person.” Hafeman says it’s important to see how they respond to hitting a few terrible shots in a row. “How they handle themselves is really telling about how they’ll handle themselves in a pressure situation,” she says.
While observation is important, Robertson also cautions not to get too carried away. “Golf is about relationship building. It’s not about trying to unlock the key to somebody. You’re not out there to psychoanalyze someone. It’s more about having fun,” he says.
9 Be prepared.
Whether it means finding out what balls your client favors and having a dozen on hold for him at the pro shop, as Hafeman suggests, or being prepared to deliver your elevator speech at the drop of a tee, as Smith advises, preparation is an essential element of the business golf routine.
10 Don’t throw the match… unless you have to.
No one wants to win if they don’t deserve it. And yet, our experts say business golfers are constantly asking if they should throw a round to let a client win.
“Absolutely not,” Smith says, firmly. “Never purposefully stray from your game.” Robertson and Hafeman don’t echo his hard-line approach, both saying that pushing too hard could lead to bad blood. “Winning isn’t the important part,” Hafeman says. “I would definitely be less competitive if I knew the customer was going to be upset about losing.”
Robertson says you should always strive to “keep it close.” If you’re playing someone who has a hard time losing, “you can dig holes for yourself by trying too hard to beat them,” he says.
MAIN COURSE
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EDGEWOOD GOLF COURSE MILWAUKEE
Eager to show off your handicap? Hit the rolling hills of the Oaks Course.If your pants outshine your putts, head for the always-forgiving Pines Course. www.edgewoodgolf.com
THE WOODLANDS BALTIMORE
The Woodlands is heavy on the hardwoods. But while a pronounced slice’ll leave you among the bark-covered giants, a trip down the fairway is unforgettable. www.baltimoregolfing.com
BEAR’S BEST ATLANTA
Jack Nicklaus reproduced some of his best-designed holes from around the world at this all-star course. It’s the perfect spot to test whether a business partner is golden. www.clubcorp.com
ORANGE COUNTY NATIONAL GOLF CENTER ORLANDO
With two 18-hole championship courses to choose from and a 9-hole executive course, this Orlando landmark has enough choices to keep any duffer happy. www.ocngolf.com
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