Once you have bought into the fact that golfing is important to sales, you also need to know the ground rules. Here are a few of the rules that I live by when golfing with clients:

1.  I don’t let them win:  I have heard this time and time again, ‘let them win’. This type of false sincerity is inappropriate in my opinion. The wonderful thing about golf is that it is an individual sport so play your best.
2. Tone down the competitiveness: While I don’t let them win, I also tone down the competitiveness. When I am out golfing with buddies, I might start some chatter to beef up the competition, which is inappropriate with clients (Unless, they open the door and enjoy this. But, be careful, they may start it but the tide can turn quickly).
3. Be a good sport: Don’t make them put out that 1 footer, encourage them, don’t cheat (i.e. give yourself that extra inch) and whatever you do – don’t throw a temper tantrum (i.e. throw that club).
4. Beware betting: Do you want to work with the client and take their PO or the cash out of their pocket? I don’t bet with clients and if I do, it is for fun on the course and if I win, I never take their money.
5. Always remember you are the host: Pick up the flag, make sure everyone is having a good time, help them find a ball. Remember, you are there to ensure that THEY have a good time. Your enjoyment is secondary.
6. Enjoy the duffer: The true test of a great salesperson is when they golf with a duffer or group of duffers. This is one of the greatest opportunities to build trust. If someone is having a really bad game or is really bad at golf, then ensure that you are a good host. Encourage (but don’t offer advice!), help out and ensure that they feel comfortable golfing with you.
7. When you are the duffer:  Don’t apologize, but ensure that they know who they are golfing with BEFORE they arrive at the course. Make sure that you pick up, keep the pace of play and consider taking lessons (FAST) to get your game up to speed. Again, you are the host, don’t slow down the group.

Golfing is the greatest opportunity to build a relationship or ruin one. Make the most of the opportunity so they want to golf with you again. After all, they probably get hundreds of offers .. and they will golf with those that the have a good relationship with, not the jerk.