The golf course is a great place to prospect, but NOT because you have a captive audience for four hours!
- If prospecting is your primary reason for playing golf, forget it. Look at the golf game first as an enjoyable day out.
- If you think one of your golfing partners might be a great prospect, keep that to yourself and just focus on getting to know them.
- Don’t shine the spotlight on yourself, and don’t pressure anyone into talking business with you.
Rush this one thing and you could ruin your entire game.
It’s summertime, and I’m already hearing from advisors who are having the opportunity to play golf with clients or friends who are going to be bringing along their friends who might make ideal clients. . .
I totally get where the concern comes from: I’ve been in those games where by the second hole somebody starts prospecting another member of the foursome, and it’s hugely unenjoyable and unpleasant for the next 16 holes—three hours of the game. Don’t do that! You don’t want to be that guy or gal!
When you have the opportunity to meet and connect with a person who might be a great prospect, possibly even an ideal client for you, just relax. Don’t look to rush anything. Just allow the day to unfold. See what opportunities come along, and be ready with words to let them know exactly what you do and who you enjoy helping. However, remember that the chances are the person who has invited their friend to meet you and play golf with you has already mentioned to them how they know you and that you are a financial advisor. So there’s no need to rush to telling them about what you do professionally.
Instead, when you line up to have a golf game,
- Enjoy the day. Just go out to get some fresh air, enjoy the sunshine and look forward to having a fun time.
- If they are someone who sounds like they might be a great fit for you, simply look to get to know them more. You’re going to learn a lot about them by how they navigate a golf course like how they approach getting out of trouble or the kind of risks they take. How they act on the course speaks a lot to their personality and what you might expect going forward if you choose to bring them on as a client.
- Don’t pressure anyone. Remember, you always have the end of the 18th hole to let them know something along the lines of, “Hey, I really enjoyed the game today. It’s been fun getting to know you and play a round with you. I’d love to have another game at some stage, learn more about you, tell you a little more about the kinds of people we love working with,” and see how things unfold from there. That’s all you need to do.
You might want to mention, if it’s appropriate, the kinds of people you enjoy helping. As I mentioned, your friend has probably told them about what you do. So when that comes up in conversation you can just say, “I’m a financial advisor. We work with a number of families in this area, helping them navigate toward their financial goals and the choices they want to have available to them.” Make it succinct, and then move on from there.
I look forward to bringing you another Distraction-Proof Advisor Idea next week.