The image you project on the golf course strongly influences how others perceive you as a business person. "The money and time spent on the golf course can be an excellent investment because the sport is such a powerful tool for building relationships and developing business. When businesses don't look carefully at how they are using golf, the cost can become more than any company can afford." Says Judy Anderson author of Teeing Off To The Green: Using Golf As A Business Tool.

What is your return on your golf investment (ROGI)? Are you and your team poised to bring in business or just have a good time away from work? Accountability is just as important in business golf as it is in any other area of business. There are many business golf options; foursomes, outings, tickets to pro events, tournaments, etc. There are also expenses involved to play and entertain plus the time spent away from work.

1. Know the Goal
Nobody said you can't have a good time and enjoy the day but we shouldn't forget the goal - to come away with a positive prospect ready to do business with you because they enjoyed their time on the course with you or your employees.

2. Arrive Early
Showing up late to any event demonstrates lack of respect, golf included. Arrive at least ½ hour early for your tee time. Be there first, ready to play, and available to greet and help others as they arrive. You want to start the round in a positive way, relaxed and ready, not rushed and frazzled.

3. What to Wear
Your first impression opens or closes all doors. Dressing appropriately shows consideration for the member who invited you, the other members of your group, and the game itself. You want to send a positive, professional message by wearing the appropriate shirt, pants (possibly shorts), shoes, and accessories.

The golf dress code has changed in recent years; the rules are not as clear as they use to be. Some courses are still very conservative (not even allowing men to wear shorts) other courses have adopted the new trendier guidelines. Ask the course you are playing what the appropriate attire is for their course. Be careful, just because their general rule for dress may be lenient doesn't mean yours can be.

Your golf clubs and bag also send a message. A cluttered, worn out bag or missing appropriate equipment to play the game (clubs, tees, ball mark, balls, etc.) will cause you to appear unorganized and sloppy on the course and in your business life.

4. Attitude and Professionalism
Honesty, integrity, attitude, temperament; how you handle yourself on the course will be perceived as how you handle yourself off the course. Don't blow your future prospects for business because you are having a bad game. If you hit a bad shot or have a bad hole, quietly move on, don't complain. Nobody likes to do business with a cheater, complainer, or a "hot head".

Praise a team member's good shot or hole. Never comment on, tease, or criticize a bad shot. A sincere compliment goes a long way.

5. Gambling
This is a very touchy subject. Suggesting a wager on the round will change the atmosphere of the play. If your guest suggests a bet, ask for the wager and the maximum you can lose, and then assume you have lost the bet. Focus on the relationship; don't get caught up in the competition.

6. Alcohol
It is always a fatal mistake to have too much alcohol in any business environment. Suggesting a refreshment and conversation after the round is encouraged. This is the time to exchange business cards and make follow-up appointments. Be careful, the day may be hot and the beer or mixed drink cold and refreshing, but don't overdo it.

7. Courtesy
Talking, moving, or creating a shadow during others' shots show a lack of respect. Stay out of each member of your group's line-of-sight at all times. From the drive off the tee to the putt in the hole, be aware of the other players around you.

Keep the play moving. Take a maximum of two practice swings per shot. Play "ready golf". Have the appropriate club ready and be prepared to make your shot. Let faster golfers play through if one or more members of your group are slower. This will set the lower ability player at ease and everyone can relax.

Remain on or near the green until everyone has putted in. Help with the pin, pick up others' clubs, and move away from the green as soon as possible.

There is no place for cell phones, BlackBerries, etc. on the golf course. If you must take your communication tools with you while playing, be sure the ringtone is turned off and refrain from using them while playing.

Again, showing courtesy will carry through to how others perceive they will be treated when doing business with you.

8. Talking Business
When is it appropriate to discuss business on the golf course? As with any business situation, you must know your players. There is no one easy answer. You can lose out by talking business too soon, but, opportunities may also be lost by not reading the clues and failing to talk business when others are receptive to it.

Think of playing golf with business clients and colleagues as an opportunity to gather information and build relationships more than a place to close the deal. If the other members of your group are interested in talking about business, do participate in the conversation. If they are there to play the game, play the game but have a strategy to talk business after the game or make an appointment to call or meet them later.

It will be to your advantage to do more listening than talking (as with most networking situations). Take mental notes that you can use in conversation during your follow-up.

9. Have Fun
The goal is be sure your prospects have a pleasant experience before, during, and after the game. People want to be around and do business with people who have fun.

10. Follow-Up
Follow-up is essential to gain that ROGI. Have a 20th hole strategy in mind. Don't be shy about exchanging business cards and asking for permission to contact the prospective client or customer to talk about business. Then be sure to do it.

References:
Reading People on the Golf Course by Judy Anderson. Originally published in the Sept. / Oct. 2006 issue of Cape Business

What's Your Business Golf Strategy by Judy Anderson. Originally published in the May / June 2007 issue of Cape Business

Winning a Client, if not the Match, on the Golf Course by Cape Business Staff. Originally published in Cape Business Magazine.

The Etiquette of Business Golf by Suzanne Woo, Esq., Women's Business Golf Guru. Originally published in Women's Golf Magazine

United States Golf Association (USGA), Golf Rules.

Lori Johnson is the founder of Your Best Image, Professional Image Development. She is a certified image consultant specializing in the professional image. Ms. Johnson has been developing successful images for 15 years and has been quoted in multiple publications including Men's Health, Boston Women's Business Journal, and the Boston Globe.

Lori is an avid golfer and attends many business tournaments and outings. She is available to take your group to the golf course and teach them the appropriate etiquette for golf and business both on and off the course. Her training will guarantee you are getting your return on the money and time you invest on the golf course. Lori can be reached at lori@yourbestimagepid.com 866.286.5405 www.yourbestimagepid.com

Copyright 2008 Your Best Image, all rights reserved. Permission is granted to distribute as long as this copyright and full author contact information is attached.

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