Relationship Skills

Let?s face it business is about relationships.  How many times have we heard the comment, ?I buy from the person not the company??  Much discussion goes on about networking and building relationships amongst sales and sales management personnel?  Because golf creates the opportunity to create, build and nurture great relationships let?s discuss the best way to go about it.

First of all knowing your customer/prospect is all important.  In most golf situations, it?s 100% about your own performance on the golf course.  In business golf the opposite is true.  100% of your focus has to be on your customer.  Axiom # 1 is for your prospect to have the best day on the golf course they have ever had.  For this to take place you must know what their golfing personality is and set up the game accordingly.

Prior to getting to the first tee make sure you know your customers objectives.  Are they looking to shoot their best score?  Do they want a bet?  Are they just out to smell the flowers and drink a couple of beers?   Whatever the case you will be most successful if you set the game up accordingly.  Some of things to consider are listed below:

· First Tee.  Sizing up the Customer, Game or No Game.

Customer Objective(s)

• Best Score.
• Win game/bets.
• Improve game.
• Smell the flowers.
• Be with good golfer.
• Ego (need executive involvement)

· Playing the Game. We'll discuss the different games of golf in the next section under Game Skills. However, once you have determined what your customer's interests are, you can determine the right game to play or have no game at all. The trick is to enhance your customer's day through focus on the game he/she wants to play and your relationship skills. Following is a table of Do's and Don'ts that may be helpful.

Client Objective	Do	Don't
Shoot Best Score - This person is interested in having the lowest score possible.  You need to know how serious he/she is regarding the rules.	Be particularly mindful of golf etiquette. Stay focused on his/her game. (Where?s ball etc.) Keep score correctly but give edge to customer.  Test the water to determine what best score means Positively reinforce good swings and shots.	Give mulligan?s or putts to serious golfer. Suggest bet or game unless he/she does first. Be negative.
Win Game/Bets ? Usually very competitive, this person likes the action.  Setting up a game with you as their partner can generate great rapport and teamwork that can pay off at the business table.	Ask what game he/she prefers. Be prepared to set up game.  Often the response is sure whatever you say.  This means I want a game you set it up. Let Customer keep score if they prefer. Play hard, most players like to beat you at your best. Give putts if customer accepts.  Be careful to not appear gratuitous. Compliment wagering and 1st Tee skills.	Let the bet be too large.
Improve Game ? Sometimes a little anal, this golfer is not so concerned with score or winning bets.  Often they are hung up on making the perfect swing or hitting the perfect shot.	Look for good swings & shots.  Compliment them. Compliment results. Keep environment positive even when it?s going bad for the customer. Demonstrate positive attitude by taking your own bad shots, bad breaks, etc. lightly. Make excuses for bad breaks, poor results for customer. Suggest positive swing thoughts and visualization of results.	Let customer focus too much on mechanics.
Play With Good Golfer ? Usually ego driven, this person either thinks of him or herself as a good golfer or wants to be a good golfer.	If you?re not a ?good? golfer, ask customer to join you in a game you?ve already set up with a ?good? golfer. Let your customer ride with ?good? golfer...but maintain contact/communication through round.  (Set up game where your partners etc.) Compliment customer?s game and overall golf skills as you see them. Compliment shirt, golf bag, logo?s, golf bag tags, etc.	Forget to be yourself. Be intimidated but be complimentary. Control... but do lead.
Smell The Flowers - This person is just glad to be away from the office.  Score or game has little to do with their having a good time.	Focus away from golf. Beauty of surroundings. How great it is to be away from office. Discuss family, friends, and hobbies.	Keep score unless customer wants to. Don?t suggest game. Laugh a lot. Talk about the silliness of being anal about golf.