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The Profitable Horseman's Newsletter Helping Horsemen with Solutions, Growth and Change in Business
April 27, 2006

Tired of trying to make money in the horse business the old way? I help professional horsemen find new and better methods to add to the profitability of their businesses.

in this issue
  • No Second Chances for First Impressions
  • Others have said
  • Back at the Barn
  • More Profit in Less Time
  • Getting to the Point

  • No Second Chances for First Impressions

    "You never get a second chance to make a first impression." On the surface, the saying fits neatly in the “well. . . duh !" category. Everyone knows that!

    The message below the surface is that managing first impressions is a business philosophy adopted by the best companies.

    If you are like me, and I get the impression you are, we don't expect to get treated like royalty everywhere we go. That's because places like the doctor's office, the grocery store and the bank aren't accustomed to royalty here in the U.S. We do expect to be treated like a customer, however, and we are often left feeling that the doctor's office, the grocery store and the bank don't care much about how they impress us.

    In the horse business, first impressions are important, too. Customers and clients are lightning-like in their judgment of you and your business. First impressions are lasting impressions. As examples:

    1. "I don't like the angry tone of the person answering the phone."
    2. She said, "I don’t know a thing about it, you will have to call back later."
    3. "The lounge area reminds me of an old bus station.”
    4. "His handshake is like grabbing a dead fish."
    5. "You just about have to beg for someone to answer a question when you go there."

    Why do first impressions stick in the mind of the observer with such tenacity? Most likely, because we humans operate more often at an instinctive level than a rational level. In The New Yorker magazine of May 29, 2000, Malcolm Gladwell wrote an article entitled "The New-Boy Network What Do Job Interviews Really Tell Us?" about a study involving first impressions with teachers. The finding was that what we conclude after two seconds of a video clip of a teacher is pretty much the same as we conclude after twenty minutes or an entire semester. Something happens with first impressions on a non- thinking level that is intuitive and not readily explainable. If you accept that idea, then keep reading.

    In your business, how are things in the first impression department?

    • Do you have a Managing Director of First Impressions on the staff?
    • Are the staff and owner dressed for the part?
    • Does the barn and arena look appealing from first sight at the road?
    • Do your customers and clients look forward to, or dread, calling your business?

    Isn't it ironic that businesses spend thousands of dollars on the latest industry technology, invest thousands of dollars in record keeping systems and squander thousands of dollars on advertising when for just a few dollars more they can: plant flowers at the building entrance, send a hand written thank you note to someone for becoming a client and acknowledge all customers with a bright smile?

    Others have said

    "Ability is what you're capable of doing. Motivation determines what you do. Attitude determines how well you do it." -- Lou Holtz

    "The cynic knows the price of everything and the value of nothing." -- Oscar Wilde

    "The greatest discovery of my generation is that a human being can alter his life by altering his attitudes of mind." -- Williams James

    Back at the Barn
    back at barn

    It's Spring and that horse of mine named Rascal is living up to his name. The paddock he gets turned out in is lean on grass inside but lush with growth outside. Of course, like most horses, he is a fence leaner and neck stretcher to get at the grass on the other side of the fence. Occasionally, he finds a top fence rail he can loosen up and pop off to make outside grazing easier and more productive. (I know, I know, an electric fence wire will solve that problem.)

    It was his bad judgment on a sliding stop he did after a playful gallop that put him back on my 'list'. His sliding stop was not quite done before he reached the wood rail fence and the law of inertia demanded the fence surrender to his moving mass. 2 rails down and broken fence post were the result.

    To his credit, he respected the still intact bottom rail, remained inside the paddock and moved to another spot like nothing had ever happened.

    His Who, Me? look is priceless.

    Life is short.

    Ride hard.


    More Profit in Less Time

    I show Professional Horsemen how to use 8 key strategies to build a business that creates more profit in less time. Call me and we can talk about how your business can benefit.

    If you know other horsemen who would enjoy this newsletter, please forward it to them! I am on a quest to tell 1000 people what I do and I need your help.

    The purpose of this publication is to help professional horsemen also be Profitable Horsemen.

    Getting to the Point

    I write another weekly newsletter about the business of life. Curious? Click here

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