As so eloquently stated by revered golf writer/historian Herbert Warren Wind, golf has a unique way of illuminating character. Perhaps more importantly, golf also has a subtle but powerful way of bringing people closer and creating friendships. How does this relate to the high-octane world of business? Very nicely, according to leading San Diego business executives who see golf as a valuable business tool. With the pace of business accelerating and life in general growing more frenetic, the golf course increasingly stands out as one of last bastions of a more relaxed time.

“Where else can you spend four to five one-on-one hours with a client?” asks Dave Raspolich, president of Dynalectric’s San Diego office. “You learn a lot about them beyond golf; about their behavior and personality. It’s very valuable.”

The amount of uninterrupted time is certainly important, but so is the setting itself. “The golf course continues to be an ideal spot to create a rapport with clients and potential clients,” says Gary Dee, executive vice president with Heritage Golf Group. “On a nice day, on a good course, with a good group, nothing really beats that. It creates an environment for business that’s very memorable, something not easily replaced elsewhere. It’s not an office or boardroom. It’s not sterile. A round of golf is a peek behind the curtain into how someone deals with life.”

In many ways golf can shortcut a process of getting to know someone, as well as potentially create a bond that would never be made in an office setting. “You’re in a friendly environment,” says Herb Moore, director of golf at The Meadows Del Mar. “People are more themselves and let their guard down a little bit. You see more of their true personality. The golf course unarms people somewhat.”

Setting The Stage

“Golf is a great stage for business,” says Jill Vivanco, vice president with Stepstone Real Estate Services at Symphony Towers. “It’s not a pressure situation. All my business is based on relationships, so I have to like the person. Golf is a much better way to get to know someone than a three-martini lunch at the University Club.”

“Golf helps establish the relationship, no doubt about it,” says Bradford Perry, vice president with Burnham Real Estate Services. “You put on a coat and tie and sit behind a desk, and you’re a much different person than when you are wearing a golf shirt and shorts, driving around Coronado Island in a golf cart with a cold beer. When people feel comfortable with you, it helps. Are you always going to get the business? No. Is it worth spending $100 on a golf game with a prospective client? You bet. There is no substitute for time in getting to know someone.”

Of course, this kind of proximity can cut both ways. “If you’re not comfortable with someone after five hours on the golf course, there’s a good chance you won’t be comfortable dealing with them on a regular basis for business,” says Dee. “It’s not a direct correlation, but you don’t have to round the corners too much.”

Golf and business have long mixed together, like a 007 martini, shaken, not stirred. Many look at “business golf” or “client golf” as a wonderful escape from the stuffy confines of the office, almost like playing hooky. Casual clothes, warm sun, lush surroundings. What’s not to like? Grip it and rip it! But there is much more to it than that. Business is still the objective, and business etiquette is to be followed on the golf course. Ignoring the “rules” can lead to embarrassing and potentially damaging consequences.

Cell Phone Faux Pas

The subject of cell phones on the golf course draws strong responses. “Many of the golf courses are not allowing cell phones anymore, which I think is good,” says Tom Wilson, executive director of the Century Club. “I think it’s just impolite.” Todd Johnson, president of the Ayres Group agrees. “Cell phones are a major faux pas on the course these days. Too many people have them.”

While most executives advise turning off cell phones or leaving them in the car, Raspolich has a slightly different perspective. “I have mixed feelings about cell phones. Without them, some people would be precluded from participating. I don’t mind if a client brings a phone, or has to take a call. But if a client doesn’t bring one, I respect that and stay off the phone.”

Steve Greffen, director of golf at Steele Canyon, sees cell phones in a similar ambivalent light. “It takes away from the golfing experience, but I think they have allowed a lot more people to play golf. There is also the safety issue. You can have accidents, or people getting sick; even heart attacks. Cell phones can really help if something goes wrong.” Dee adds that if you’re expecting a very important call, announce it early, so everyone knows the situation. Otherwise, turn it off and leave it off.

Be Prepared

Preparation is often overlooked as a key element of a successful business golf outing. With the demands of the office, the host often shows up at the course with just enough time to race to the first tee. According to Perry, this is a big mistake.

“As a host, you should organize everything to make it a completely effortless occasion for the client. Get to the course early, and take care of the golf fees, the range balls, the food and drink, etc. Even if the guest is late, don’t worry about it. Be gracious and put them at ease. Preparation on the front end makes a difference.”

Nassaus, Presses And Greenies

Wagering certainly is an area that can cause discomfort if not handled properly. Because betting is so common on the golf course, most avid golfers assume everyone is comfortable with some sort of action on the round. Wagering can range from a few dollars on the round to a dizzying array of Nassaus, presses and games within games.

As usual, common sense is a good starting point. “If I were entertaining a client, I would ask them what they normally play,” says Dee. “They may not want to wager at all. You could change the tenor of a whole match if someone is outside their comfort level.” Most of the executives wager, but keep the stakes low in a business situation. “A friendly wager is fine, a couple of bucks,” says Wilson. “A little competition is great. It helps make it a fun day. If $2 is not enough to pique their interest, and they want to play for bigger stakes, and know each other and can afford it, then it’s no big deal. Whatever the wager, it should be comfortable for everybody.”

“The old school, perhaps a generation before me, probably would not bet with a prospective client,” says Johnson. “Today, I don’t know anyone who plays golf and doesn’t wager. However, the only way to do it is to have an established handicap. If your guest or client just plays three or four times per year, you’re not going to put a wager on the table. You have to evaluate whether the person is a player, or just an occasional golfer.”

Of course, stories arise about wild and woolly matches, where the stakes get crazy. “I’ve known guys at clubs,” says Johnson, “such as a stockbroker and his client that have challenged each other, with stakes as high as $5,000. It gets pretty serious. There are a lot of great stories floating around.”

Beer, Wine And Mood Adjusters

Golf and alcoholic beverages have a history dating back more than 400 years, to the wind-swept Scottish Highlands and the origins of the game. The acceptance of an adult beverage in a business match is nearly universal, but moderation and sensitivity are the watchwords. “As a host, try to mirror the guest’s approach, within your own beliefs and common sense,” says Dee. “A beer or glass of wine is perfectly acceptable,” added Johnson. “Being intoxicated, on the other hand, is not acceptable.”

Whether your mood has been readjusted by a cold beer or not, a positive attitude on the course is imperative for a successful outing. “The business of doing business on the golf course is not to talk business,” says Scott Beddingfield, principal with Cavignac & Associates. “Have fun. Use the time to solidify relationships and build new ones.” Keeping things light is a recurring theme among the executives. Even the most serious golfers are best served to enjoy the day and not agonize over their score.”

Fairway Rage

Dave Raspolich tells the definitive story of how not to behave on the golf course. “Years ago I was the guest at a fancy course in the Scottsdale area. The host was having a bad day. He would rant and rave after every shot, belittling himself and his clubs. We were four or five holes out from the clubhouse when the host lost it completely. He took his clubs off the cart, held them over his head like a professional wrestler, slammed them into the ground, and walked off. By himself! We knew his personality, what he was like, and I didn’t really hold it against him. But if he were someone I didn’t know well, it would have been pretty offensive. As it turned out, I was relieved he left. I was tired of listening to all the garbage.”

One never knows what can happen during a match. Retired banker and soon-to-be Port Commissioner Peter Davis tells of playing with client Brian Gerstel and witnessing his hole-in-one. “I was the only one who saw it, except for a few maintenance workers. Brian was very fond of grinding me for a good deal. Once he realized I was the only one who could confirm his hole-in-one, he became much nicer to me. So I guess if your customer makes a hole-in-one, golf can be quite a business development or retention tool.”

The Bottom Line

The bottom line in business golf, if there is such a thing, is connecting with other people. The etiquette is no more than common sense and sensitivity to others. The overwhelming consensus of executives believe the key is developing a trust and understanding over time that can lead to long-lasting business relationships and personal friendships. Their best advice is to use golf as one of the last great places to exhale, enjoy the camaraderie, and let nature take you on its course.

Tony Allison, a 14 with single-digit dreams, runs Allison Communications. His e-mail is tony@tallison.com.