Turf conference, outdoor meeting, 18 little client meetings... call it what you will, but doing business on the golf course is an American institution.

That’s why professor Dan Weilbaker created the Business Golf 101 non-credit seminar that teaches students the basics of how to turn a round of golf into a successful sales meeting. The innovative class has been featured in magazines ranging from Sales and Marketing Strategy and News to Sports Illustrated, as well as several Chicago-area newspapers.

“This is as real-world as it gets, says Weilbaker, noting that a survey done a few years ago found that 93 percent of executives who golf say it’s a good way to improve relationships with business associates.

In fact, 35 percent said they have clinched some of the biggest deals of their lives on the links.

In addition to a day out of the classroom, the class gives students an opportunity to network with the dozens of sales professionals who show up to play, offer tips and talk shop with students. Their companies sponsor the event, making the event free for students.

The lesson Weilbaker wants students to learn is that a day on the course can be a day wasted, or, if managed correctly, a fourhour sales call that builds a relationship and ultimately clinches a deal. Like the difference between bogey and birdie, it’s all in the approach.

HOLES 1-6

This is no time to be doing business, Weilbaker counsels. Instead, get to know your playing partner. Ask about their family, hobbies, where they went to school –just about anything but how things are going at the office. “Don’t rush things. Take advantage of this time to become friends, not business associates,” he suggests. Be sure to listen more than you talk, stay away from off-color jokes and don’t offer any golfing advice unless you are asked, he adds.

HOLES 7-12
Now that you’re buddies, it’s safe to talk a little shop–but at this point, the only pitching you do should be directed toward the greens. Spend this time getting a better handle on your customer’s business. What are its strengths and weaknesses? What is keeping him (or her) up at night worrying? What are their goals for the future? Should someone suggest wagering to make the round more interesting, get in the game, Weilbaker says, but don’t be the one to suggest gambling. Oh, and be sure you have enough cash in your pocket to cover your bets.

HOLES 13-18
Until now, you’ve been a good listener; now it’s time to talk a little, but it’s still too early for selling. Instead, use the final six holes to tell your client what you can do for him. Tell him how you can solve his most pressing problems. Also, if you’ve been having the round of a lifetime, don’t start playing poorly to let the customer win. “Golf is an honorable game. If he thinks you’re cheating in golf, he’ll believe that you will cheat in business, too,” counsels Weilbaker. If there is a big gap in talent, use a
handicapping system to keep things interesting and competitive.

THE 19TH HOLE AND BEYOND...
Now is the best time to close the eal…maybe. If things are going well, you might ask your client to sign on the dotted line over drinks in the bar or at dinner. You may want to simply get a commitment to schedule a formal meeting at a later date and instead spend this time learning a little more about your client and talking about that great five iron he hit out of the rough on 18.