Women and Golf

July 31, 2017      |      Posted on Posted in In the News
Women and Golf

ACI Founder and CEO Dr. Ann D. Clark is a frequent writer on LinkedIn. See Dr. Clark’s recent article below, originally published on LinkedIn.

Golf has always been the sport of business, but like it or not, it is also a sport dominated by men. Women who play golf are in a small minority—only 19% of all golfers are women—meaning that many businesswomen in the U.S. are at a severe disadvantage by not having access to the “boys’ club” of business done on the golf course.

There are many statistics to support the advantages of golf for women. Over 70% of women in several studies say that golf creates an opportunity to get to know others, especially at the “C” level, while 76% say golf enhanced their business opportunities. With an estimated 90% of Fortune 500 CEOs playing golf, there are clearly major networking benefits to spending more time on the green.

What does golf have to do with business? Everything. I was a college professor who played golf, and then made a dramatic career and life change starting with selling golf clubs. Knowing nothing about sales and very little about golf, I quickly learned from a senior salesperson that my job was less about sales and more about making friends. By reading Golf Magazine and learning the language of golf, I was able to talk my way into new friendships and record-breaking sales.

While I haven’t sold golf clubs in over 30 years, I have started a successful company and still see golf as a major inroad to business deals, networking and building relationships. For any businesswoman looking for career advancement, there is nothing like a golf club to break through the glass ceiling! Here are three sales networking tips for anyone interested in taking up golf:

Know how to talk golf.

To join the conversation, talk about what golfers talk about. Golf credibility comes not through playing, but talking golf. Being able to talk about an offset hosel or the key to a chip shot comes from reading (or watching videos) about the game, equipment and popular players. Talking about looking forward to a tournament at Torrey Pines or another golf-related topic is also a great icebreaker in sales conversations. And asking to join the guys’ next golf outing is a bonus!

Know how to sell yourself.

Golf is about networking. In a game that takes four to five hours to finish, there’s plenty of time to talk to and connect with a boss, potential client or business partner. Golf brings out a person’s true colors: how they overcome rejection; how they handle adversity. Down the road, these behaviors can help a salesperson plan their sales approach. Try entering customer tournaments, especially “Best Ball” and “Closest to the Hole” for beginners, to get up close and personal with colleagues and clients, and look at golf events and outings as networking opportunities.

Know how to have fun.

As more and more women are taking up golf for business, many are learning there is much more to the game of golf than a perfect swing. For example, ACI’s Director of Concierge Services Monica Saare plays NATO golf: Not Attached to Outcome. “Take it easy, have fun and enjoy yourself and the company you’re with. You don’t have to be good to have fun,” Saare says.

The game and surrounding nature provide a relaxed and friendly environment to talk business or simply build a professional relationship. Replacing conference room meetings with a fun activity, and enjoying happy hour or fine dining at the club’s restaurant, help in getting to know clients on a personal level and ultimately to build better long-term relationships.

“I think golf is great for business because it is a fun and easy sport that allows people to lower their walls and just enjoy the company they are with,” says Kathryn Mullis, ACI’s Senior Account Manager.

In a world that’s still heavily dominated by men and where women struggle to reach the top, I say, “If golf is your thing, then work on your swing!”