Use golf to drive new business:
3 Keys to Acquiring new clients and assets
Having spent decades coaching within the worlds of professional golf and financial services, I’ve conducted hundreds of golf events across both industries.
When using golf to drive new business, there are three keys to keep in mind:
1. Conduct events with a high return on investment.
2. Focus on nurturing relationships.
3. Take the opportunity to highlight the value of your advice.
CONDUCT EVENTS WITH A HIGH RETURN ON INVESTMENT
When golf events are designed to drive business growth, it is essential to track their return on investments (ROI) – new assets acquired from attending clients and prospects.
In my experience measuring the ROI of various golf events (on-course play, tournaments, clinics), there is a clear winner – golf clinics. Whereas, playing golf with an individual client or prospect is very effective at deepening relationships or closing business, golf clinics/seminars (at a golf course or via webinar) have significant ROI benefits:
ENGAGE WITH MORE PEOPLE AT ONE TIME (dozens vs. a foursome)
LESSEN THE TIME-ASK OF GUESTS (1-3 hrs vs. 5-6 hrs)
CONDUCT MULTIPLE EVENTS IN THE SAME DAY (maximize time & effort)
FOCUS ON NURTURING RELATIONSHIPS
Too often, sponsors of golf event (advisors, relationship managers, teaching professionals) unwittingly focus too much on the golf. Although golf is the hook that brings everyone together, the event should be designed to nurture relationships, not only to learn or play golf.
Allow golf to be the platform upon which relationships are built. Consider hiring a golf professional who can serve the role of educating and entertaining your guests so that you can spend time building relationships with all.
TAKE THE OPPORTUNITY TO HIGHLIGHT THE VALUE OF YOUR ADVICE
As a sport psychologist I deliver specialized advice that helps my clients achieve their goals. The value proposition of advisors today is much the same. The shift to advisory services and comprehensive planning requires that advisors communicate the value that they deliver for their fees. Providing specialized golf instruction to clients and prospects presents a wonderful opportunity to draw the following parallels between golf instruction and financial advice:
- Specialized advice is valued in both golf and financial services.
- Specialized advisors help clients identify and shore up their weak links.
- It’s not the arrow, it’s the archer. Tour pros would beat most of us with any clubs in their hands. As investments (arrows) have become increasingly commoditized, the value of advice (archer) is heightened.
- It’s about taking it to the course – advice without execution has little value.
As Spring season and Major Championships are on the horizon, take the time to use golf to drive new
business. Below is a detailed description of a program offering.
If I can partner with you to conduct such events or to design your own,
contact me anytime at 954-752-3333 or firstname.lastname@example.org.
VIEW OUR MOST REQUESTED GOLF PROGRAM BELOW