Those who know me will wonder how I could possibly be qualified to talk about golf as a sales tool. I am not known for my golfing prowess. Having said that, I am an award winning golfer: twice I have won the “ Broken Club Award” awarded by the LI Business Development Council (LIBDC). On a third occasion I was in the foursome that won the “Broken Club Award.” I have since given up playing in the LIBDC tournament so as to give others a chance at the award. On my shelf sits a beautiful bronze statue for “Closest to the Pin” awarded by Advancement for Commerce Industry & Technology (ACIT). I received that award by going to the Executive Director at the end of the awards presentation and complaining that ACIT didn’t give out any awards achievable by players like myself- awards like “shortest drive,” “furthest from the pin,” “cleanest balls” (I stop at every ball cleaner to clean my golf balls). The director responded by bringing me the bronze award statue saying- “here, this is an extra- you can have it.”

In addition to being an award winning golfer, I look the part. I have a Masters Golf Bag, towels and covers. I won it at a conference. People started offering me money for the bag. I asked the guy sitting next to me why. He responded- “don’t you understand- it’s a Masters Golf Bag, sold only during the Masters tournament, on course.” I said “great- what’s the Masters?”

The stories go on and on- there’s the time my fellow golfer took the pin  from Hole 1 and put it in her golf bag. When questioned her response was “ I think you have to take the flag from each hold to prove you played the hole.” I knew enough to put it back- I had taken a golf etiquette course. And, of course, there’s the time Christine Sheahan (esteemed published of NN) and I played together and accidentally drove the golf cart into a tree. One of my favorites was when I conducted a golf tournament for my company- Long Island Development Corporation/Greater New York Development Company- the SBA 504 long term, low fixed rate, low downpayment second mortgage loan program for small businesses  buying buildings in NYS. I insisted  we all wear our matching LIDC yellow golf shirts. Little did I know that yellow attracts bees. At least I was able to see where my players were on the course (as they fled the bees).

All of this demonstrates my lack of golfing ability. Nevertheless- it hasn’t impacted my ability to use golf as a sales tool for my business. Since a golf game typically takes several hours (although I usually play faster- I pick up at double par), it’s a wonderful opportunity to build relationships with the other players. The key is putting together the right foursome. For me, the best foursome consists of bankers, real estate brokers, lawyers and accountants. These are the intermediaries I am trying to reach to talk about the SBA 504 loan program because- when a small business wants to buy a building-he or she goes to one of these intermediaries. Playing  a round of golf, building the relationship, having time to talk about my loan program – is a great way to sell my product.

So, whether you’re the best of golfers, award winning (like me), or just thinking of trying the game- consider golf as a sales tool for your business. It will help you develop relationships, sell your products and (hopefully) most of all- have fun while doing business!

Roslyn Goldmacher- in addition to being an award winning golfer- is President/CEO of the LI Development Corporation/Greater NY Development Company which provides loans and technical assistance to small businesses including SBA 504 second mortgage loans for acquisition, construction & renovation of buildings and machinery throughout NYS. Contact her at roz-goldmacher@lidc.org or visit www.lidc.org.