In my opinion, the real reason most sales professionals like golf has to do with the game’s unique attributes and the sales lessons that can be learned as a result.

Lesson 1: Consistent Great Play Is Not Necessary.
Many golfers consider Harvey Penick as the greatest golf instructor who ever lived. He said that if the average golfer were to really play by the rules he or she would score 110. Most golfers consider a score of 100 as average. Mr. Penick was saying that the average golfer is worse than they realize.

Why in the world do we keep playing? We stick with the game because of those five or six shots that give us goose bumps (you know what I’m talking about) during every round. We say to ourselves, “Yes! I can do this.”

Sales is no different. We thrash around with customers and prospects every day. It’s those rewarding orders that keep us going. It’s a drug.

Lesson 2: Don’t Get Too Hung Up On The Score.
I can’t speak for everyone, but thank goodness for handicaps. It’s a nice way of saying, “You’re not as good at golf as me, but we’ll manipulate the math a bit to make it feel more competitive.”

I used to work for a sales manager who was the god of sales in my eyes. Every once in a while, but not too often, he would ask if he could “take the next call” to demonstrate some sales skills to me. He made music with his words and presence.

I simply was not as skilled in sales as he was at the time. Everyone has different sales abilities, experience levels and learning curves. That’s why we have sales budgets or sales quotas. Sales budgets and sales quotas serve the same purpose as golf handicaps. They help us grow, without feeling left behind.

Lesson 3: You Slay The Dragon.
I was scared to death the first time I played with a foursome. A seasoned golfer in our foursome looked over at me and whispered, “Scott, just keep up and shut up and none of us will have a problem with you. You’re competing against yourself and the course, not us.”   He was right.

In sales we compete against ourselves and our competitors in a designated piece of the market pie. Our peers don’t really follow our successes and failures that closely. We primarily focus on how we are doing, not the other person. Sales can be a lonely profession because of this. It can also be unbelievably rewarding to know that our sales successes are because of our efforts. You made the big sale. You killed the dragon.

Lesson 4: Be Careful To Analyze Before Swinging.
Golfers have heard the following phrase many times from a golf instructor, “Read the course!” They’re saying to look at the course topography before swinging. The course is screaming what it’s going to do with your ball before you even hit it.

I’ve made too many sales calls with sales professionals who made presentations to prospects and customers who were completely disconnected. The salesperson talked on and on and the customer wasn’t even looking at him or her. When we returned to the car, I always reminded the salesperson to maintain eye contact with the customer. In sales we have to read the customer’s face like a golfer reads a course. They’ll help us steer our presentation with their eyes.

Golf and professional sales. We’re hard wired for both.

Further reading:

• For improved closing skills you need to drive for show and putt for dough.

To receive this sales blog by email click here to receive by RSS click here. ©2009 Scott R. Sheaffer

Related posts:

1. Keeping Score in Sales
2. Quit Being a Slave and Learn How to Sell More
3. Winston Churchill’s Insight On Recessions
4. Why You Want To Stay In A Sales Career
5. For improved closing skills you need to drive for show and putt for dough.

Tags: career, competition, performance, sales-training

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