Play Golf and Accelerate Sales

   SPRING IS HERE! That means two things, warmer weather and golf. It also could mean more business for your company. Golf is the fastest growing sport in the United States and an obsession to many. The demographics for people who play golf are diverse not only among race and gender but income levels as well. So what does this mean for those who don’t play golf? Learn how to play. Take a few golf lessons. You don’t have to be an expert. Just learn the basics and learn the language.

   I was at dinner one night with an executive of a large company when we got interrupted by a call from one of his sales people. The sales person was calling to tell him that he would not be at the company sponsored golf tournament because he did not know how to play golf. The Executive told the sales person quite calmly but forcefully that he expected all his sales people to be at the tournament and play whether they knew how to play or not. He went on to say (paraphrasing)

“Golfing is not an option in business. It is a necessity. The fact that you cannot play a good game of golf is irrelevant to most customers. What’s most important is being there with them. It’s not about you-it’s always about the client!”

   Consider the findings of "Golf and the Business Executive," a recent attitudinal study by Hyatt Hotels & Resorts. More than 400 links-loving managers and high-earning salespeople were surveyed. The study found that:

	93% percent agreed with the proposition that golfing with a business associate "is a good way to establish a closer relationship."
	80% said they find golfing "a good way to make new business contacts."
	35% agreed with the statement that "some of my biggest business deals were made on the golf course."

   What does your company have planned for this year’s golf season? What networking opportunities might you be missing by not participating? Keep in mind, in most southern states golf is played 12 months a year. At a minimum you should have three or four “gift” golf items in the company store or “gift closet”.

Here are the top 5 items every company should have:
• Golf tee’s
• Golf Towels
• Golf Balls
• Divot Tools / Ball markers
• Sports Bottles

   Please keep your recipients in mind when choosing golf products. They will be quick to tell you that not all golf balls are the same. This goes for apparel items as well. Shirts made specifically for golf generally have a little more room and breathe easier. They also cost more. Shirts like Ashworth, Cutter & Buck, Nike or Ping are more expensive but they also have a strong following. The people that wear these shirts are loyal to them. Your goal is to get them the shirt they will wear and wear often. Ask yourself, would it be a better investment to purchase a $20.00 shirt that is worn once or a $40.00 shirt that is worn for a year? Several years ago one of my customers decided to save a few dollars and go with the cheaper shirt. When they showed-up to their event, my customer’s competitor had already outfitted the customer in top-of-the line shirts. Lesson: Learn the difference between an investment and an expense. Your competitor may already know the difference!

   If you need help in determining what golf products would be good for your company, please feel free to e-mail us at golf@rogersmarketing.com.