5 "Golf For Business" Tips That Can Help Land New Customers
You're in sales and your job is to help grow your company's top-line sales revenue. You've invested a considerable amount of time and effort developing a new lead, moving the decision-maker further down the sales funnel. You know he's a golfer so part of your relationship development strategy is to invite your prospect to play a round of golf at your local club.
To increase the likelihood that your prospect will accept your invitation and want to continue your dialogue after the round is played, here are 5 tips you might consider:
1. Show respect for your prospect's time
Offer to schedule the round of golf in the early morning so he can be back at the office shortly after the noon hour. In some industries, the middle of the week is less hectic so keep that in mind when scheduling your tee time.
2. Build trust through implied third-party endorsement
Pair one of your best clients with your prospect to reinforce your value proposition. (i.e., solutions that lead to happy and appreciative clients.) This will improve your ROI as your existing customer is being shown appreciation for his recurring business while at the same time helping you build trust with your potential new client.
3. Enhance your prospect's experience playing the course
Arrange for a caddie to be on your prospect's bag and provide the local knowledge your invited guests need to play the course and read the greens. This will go a long way in creating a memorable experience for both your existing and potential customers.
4. Plan time in your agenda for a discussion about business
Let the prospect broach the subject of his company on the golf course. If he is more focused on his game and on his way to shooting a good score, assess the situation to determine your next steps (e.g. wait till the 19th hole to segway into a conversation about how your product or service can impact the prospect's business or forego the discussion for another time when you can meet with him for that specific purpose.)
5. Keep track of your ROI to continue what works and discontinue what doesn't work
Measure the effectiveness of your executive golf programs in terms of the revenues they produce directly, by way of referrals and through incremental business from existing customers.
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Photo Credit: Colvin Sports Network.