Mark Twain once described a game of golf as “a good walk spoiled”. Now, it’s not my cup of tea, but I know a lot of people do enjoy whacking a few balls around a bit of countryside, and being a believer in freedom, I would die for their right to do so. Well, maybe not quite, but you get the point.
However, when it comes to the Corporate Golf Day, my mind clouds as the red mist descends.
Dave needs therapy. He needs to understand that sometimes he should call customers just for a chat, to find out how their business is going, to learn about their goals and objectives, and crucially to try to help them for no particular immediate reward – especially in these trying times.
You can help him by providing him with interesting bits of information, and useful material, about the sector your customers are working in. Are they involved in schools? Prepare him a briefing on the Primary Capital Programme that he can talk them through. You’ll make him (and your company) look good, and different to your competition.
The companies that exit this recession in the best shape, with a greater share of smaller markets, will be those who most successfully differentiate themselves. Anyone flogging a commodity is in big trouble.
And to look different, you need to act different. The golf day is possibly the single least differentiated piece of marketing you could employ. Differentiate your business through clear and useful communications, your actions, and your delivery. Play golf for fun with your friends.
This article was published on Construction News’ website in April 2009.
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