Every company wants to hold a golf day.
The golf clubs love it, the promotional companies thinks it's great but really the question needs to be asked – why are we running one?
Too many companies run a golf day for the wrong reason. A few come to mind:
"Our competitors have one",
"We have always had one",
"We need to spend our marketing money on something".
Unfortunately the decision to hold a golf day should not be based solely on these reasons. That is not to say, however, that if any of these reasons apply to you then you should not run a golf day.
Rather, the potential benefits of hosting a corporate golf day should be viewed in the following way:
- Golf is Australia’s most popular corporate sport.
- A well organised golf day is an 10 hour sales call. Compare this to the average 20 minute appointment with a harried client and you will begin to see that a golf day can do wonders for your client relationships.
- Few other sports can lure senior executives from their heavy workloads and other commitments.
A well organised, memorable golf day is a relatively inexpensive but effective way for your company to:
- Distinguish your company from your competition
- Build relationships with potential clients
- Reinforce relationships with existing clients
- Thank clients for their valued custom
Additionally and almost as importantly a golf day provides the smart golf day organiser the chance to pair two attendees up with each other for the benefit of each other’s cause.
Your external accountant playing with one of your small, yet growing accounts who is experiencing problems with their existing accounting function might provide the perfect ingredients for a developing relationship.
Superficially your company doesn’t benefit however deeper down a degree of loyalty is promoted with your clients and they realise that you are thinking about their cause and not just selling to them.
Relationships are one of the keys to successful business growth. A well organised corporate golf day can be an ideal way to build these relationships.
"Corporate Golf" is a free series of articles presented by GolfSelect.