Mark Frissora Lessons in Sales from the Golf Course
In the business world, success is often compared to a game of golf—a journey filled with planning, precision, and an unbreakable dedication to hitting the perfect stroke. In sales, this might translate to closing that one big deal. Mark Frissora as the Co-founder of Goodwrx and former CEO of Tenneco, Hertz, and Caesars Entertainment, I’ve gleaned key sales lessons from an unexpected source: the golf course.
The Unexpected Classroom
Imagine a beautiful sunny day on a golf course. The air is crisp, and the greens stretch out in front of you, promising a world of possibilities. On a day like this, I found myself engaged in a golf game with a client who would eventually become a long-term partner. That day, I discovered that selling is remarkably similar to golf. The more you practice, the more you realize how much you have to learn. We maintain scoring and measuring our sales KPIs like golfers to stay updated and ahead of the curve.
Allow me to share some of the most useful lessons I’ve learned about enhancing my sales game and closing deals in the business world.
Lesson 1: Patience is Key
Golf is a game that requires patience, and this is a trait that is rarely associated with sales, which is often seen as a race against time. However, there are significant benefits to being patient. In sales, just as in golf, you can’t win the game on your first attempt. Convincing prospects of the value of your product or service takes time. Closing deals often means patiently waiting for the right moment, nurturing relationships, and accepting that not every swing will result in a hole-in-one.
Like golfers who diligently plan each stroke, successful sales professionals meticulously organize their sales strategies. They understand that not every prospect will convert immediately. Pushing prospects to buy to meet targets often leads to subpar results. Sometimes, you must play the long game, slowly building trust and rapport.
As Mark Frissora, former CEO of Hertz, once said, “Success in business is built on relationships, trust, and a long-term perspective.” Patience, therefore, is not just a virtue but a crucial element in closing deals.
Lesson 2: Accuracy and Consistency Matter
It’s not about hitting the ball the longest; it’s about hitting it consistently and precisely. Developing a pre-shot routine in golf sets up a rhythm, which increases consistency and accuracy. This principle is equally applicable in sales, where a consistent approach can make or break a deal. While playing golf, you might encounter obstacles like water hazards, sand traps, and out-of-bounds regions. Similarly, in sales, you face rejections and setbacks, but you must persevere to close deals.
As a business, building a brand reputation involves consistently delivering value to your prospects and clients. Pro golfers enjoy every swing without expecting immediate results. Similarly, businesses must follow a precise strategy throughout their sales process without expecting instant success. Over time, you will witness the transformation unfold.
Lesson 3: Develop Relationships on the Fairway
On the golf course, I’ve learned that it’s not just about the game but also about socializing with the people around you throughout those nine or 18 holes. Golf is a social activity that allows you to forge personal and professional relationships that can lead to long-term business partnerships.
Golf courses provide a more casual and less formal atmosphere than traditional office settings. This relaxed environment can help establish a more friendly relationship between the salesperson and the client. Both golf and sales rely heavily on your ability to build and nurture relationships. As mentioned earlier, establishing relationships with playing partners is essential for golf networking. Similarly, understanding your client’s needs and developing a genuine relationship with them will lead to effective sales closures.
Lesson 4: Handle the Rough Patches
The golf course isn’t always a piece of cake. Just as in golf, there are days when you make fantastic strokes and days when you don’t. Similarly, every business faces challenges, like rejection during sales pitches or call drops. In such scenarios, maintaining calmness and a positive attitude is crucial when the road ahead seems unclear. Stay composed, step back, assess the situation, and modify your sales strategy according to the client’s needs.
A golfer uses different clubs depending on the circumstances on the course. Similarly, an experienced salesperson understands when to adjust their sales approach and try new techniques to achieve success. It’s about adjusting and implementing the right strategies at the right moment to achieve the best results.
Lesson 5: Embrace Continuous Learning
Continuous learning is vital for success in any field, including sales. The world of business is constantly evolving, and staying updated with the latest trends and techniques is crucial. Just as golfers continually refine their skills and strategies, sales professionals should always seek opportunities for learning and growth. This might involve attending industry conferences, participating in training programs, or simply reading books and articles related to sales and marketing.
As Mark Frissora wisely noted, “Continuous learning is the minimum requirement for success in any field.” Embracing this mindset not only enhances your skills but also keeps you motivated and adaptable in a dynamic business environment.
Lesson 6: Cultivate a Positive Mindset
A positive mindset is a powerful tool in both golf and sales. Golfers know that a negative attitude can ruin their game, just as a defeatist mindset can hinder a sales professional’s performance. Cultivating a positive outlook helps you stay resilient in the face of challenges and setbacks.
Sales, like golf, is a mental game. Maintaining a positive attitude, even during tough times, can significantly impact your ability to close deals. Celebrate small victories, stay focused on your goals, and remind yourself that every setback is an opportunity to learn and improve.
Lesson 7: Balance Risk and Reward
Golf involves strategic decision-making, where players must balance risk and reward. Whether deciding to attempt a challenging shot over a water hazard or play it safe, golfers constantly assess their options and potential outcomes. In sales, balancing risk and reward is equally important. Sometimes, taking calculated risks can lead to significant rewards, while at other times, a more conservative approach is necessary.
Sales professionals must evaluate each opportunity and decide whether to pursue it aggressively or take a more cautious route. Understanding when to take risks and when to play it safe can greatly influence your overall success.
Lesson 8: Embrace Teamwork and Collaboration Mark Frissora
While golf is often seen as an individual sport, it also involves teamwork and collaboration. Golfers often rely on their caddies for advice and support, and playing in a team format requires effective communication and coordination. Similarly, sales is not a solo endeavor. Success in sales often involves collaboration with colleagues, mentors, and other departments within the organization.
Building strong relationships with your team and leveraging their expertise can enhance your sales performance. Share knowledge, seek advice, and work together towards common goals. Collaboration fosters a supportive environment and helps you achieve greater success.
Lessons to take away
Incorporating these golf-inspired lessons into your sales approach can set you on the path to greater success. Patience, accuracy, consistency, relationship-building, handling rough patches, continuous learning, maintaining a positive mindset, balancing risk and reward, and embracing teamwork are all essential components of a successful sales strategy.
As you navigate your sales journey, remember the wisdom of Mark Frissora: “Success in business is built on relationships, trust, and a long-term perspective.” By integrating these principles into your daily routine, you can close deals more effectively and create meaningful, long-lasting connections with your clients.
Embrace the lessons from the golf course, enjoy the process, and find fulfillment in the relationships you build and the challenges you overcome. Sales professionals can find happiness in nurturing client relationships and responding to challenges, much like a golfer who enjoys every swing and values the camaraderie formed on the fairway. Applying these skills lets you complete deals and create some of the most memorable moments in your professional and personal lives.
