My brother was the kid who grew up golfing. A group of them saved their money, got golf memberships and that is all that they did in the summer: golf. He worked at the golf course with a bunch of my friends .. and loved it. He grew up a scratch or low single digit golfer, fated to be a doctor (He is a surgeon). I did not golf.
I started golfing when I was 29. I was working for Dell Computer as an Account Executive and began to quickly realize that the people I worked with (clients – specifically executives and middle management) golfed. Seemed to me that everyone golfed except me.
So, I started golfing. Candidly, it was something that I had to do and I have come to realize that in relationship selling, it is one of my top 10 ‘must haves’ for sales success.
Where else do you get 5 hours with a client? Surely not in a meeting (Although I have sat through my fair share of 5 hour meetings). It provides the opportunity for you to learn about their personal life and what they are like away from the office (serious, playful, thoughtful).
It is also a great opportunity for your clients to get to know you, what you stand for, who you are. All of these things help build understanding and that relationship bridge. It helps you build trust faster than 10 lunches or 20 meetings.
So, if you are in a sales role where relationships are important, I would suggest golf. It was one of the best investments I ever made. Plus, I love telling people that I ‘had’ to start golfing (smile). I wish I ‘had’ to more things like this ….