(Reader Alert: This article is about golf; if you are not a fan or a participant – or have little patience for those who are – please feel free to turn the page. But, if you have any interest in improving your “sales game,” read on.)
If you’re still with us, welcome to the most exciting part of the year! After an exciting Valspar Championship, earlier in March, we were treated to (among others) an entertaining Masters’ Championship, in April, the PGA Championship, in May, the United States Open, in June, and the upcoming (British) Open, in July.
One of the things that has always fascinated me about this maddening game (other than the fact that no matter how well, or poorly, you play it always has a knack for sucking you back in and emptying your wallet), is the parallel between the skill, strategy and mindset required to compete, effectively, both in golf and in sales. Let’s compare:
Mastering the Fundamentals
In golf, it’s critical to continuously work on your swing, your stance, your grip, your alignment, etc. Good golfers also familiarize themselves, in advance, with the course they are playing including the layout, the hazards and the greens.
Similarly, successful sellers continuously work on their sales techniques (Sandler or otherwise), product knowledge, market conditions and awareness of the competition. Just as a competitive golfer wouldn’t step up to the first tee without proper warm-up and preparation, a salesperson should never go into a client or prospect meeting without doing the same.
Developing a Strategy
Competitive golfers focus on variables such as course layout, weather conditions and hazards. They know when to play aggressively and when to be conservative, knowing exactly which club to use and what shot to execute, in each situation.
Professional sellers also know when to adjust their approach. They take time to research their prospects, understand their pain points and tailor their pitch appropriately. They are adept at “pivoting,” based upon client feedback and changing market conditions, and are not always locked into a pre-set game plan.
Having Discipline
Those who play the game know well that golf requires an inordinate amount of focus and concentration. One must have the ability to tune out distractions, maintain consistency, remain calm and keep your composure – especially after a bad shot.
This is a challenge for some sellers, as there’s often a tendency to dwell on losses or take the shortcut while chasing the next deal. But successful sellers are adept at dealing with the challenges of the job like rejection, setbacks, lost bids and proposals. They know the importance of persistence, setting goals, sticking to a routine, maintaining a positive attitude and learning from their mistakes.
Continuous Improvement
Ever wonder why professional golfers – who have already won millions of dollars – continue to spend so much time on the driving range and the putting green? Or, to put it another way, who do you think continues to hit more practice balls, Tiger Woods or the weekend hacker? The pros track their performance, understand their weaknesses and work with a coach to identify areas of improvement.
Top-performing sellers continuously seek to improve with outside training, workshops, books and podcasts. They track their progress, analyze their wins, and losses, and often work with a coach to fine-tune their skills.
If you’d like to learn more about the connection between golf and sales success, I highly recommend the book Fearless Golf: Conquering the Mental Game, by Dr. Gio Valiente, one of the most prominent sports psychologists on the PGA Tour and a professor at Rollins College, in Winter Park. As you read, simply substitute the word “sales” for the word “golf,” and you have an invaluable handbook for getting your head in the right place to achieve your sales and business development goals – and you don’t even have to like golf.
Jim Marshall is the founder of Sandler Training of Tampa Bay, which provides sales and management training and coaching to high-achieving companies and individuals. Contact him at 813.287.1500 or [email protected].