The message on our voice mail said, ". . .You called
me about a year ago when you were looking to buy a
good all around youth horse. I know it's been a while
since we talked, but I've got one for sale right now that
you should see if you're still looking. . ."
We looked and we bought that horse. And still own
him eight years later.
Granted, one year is an eternity for getting back to a
potential horse buyer. But the seller wasn't concerned
about the time that had gone by, the unlikelihood we
were still "looking" or the time wasted in making a
He had a specific horse to sell and a list of people
who might be prospects to buy him.
His list might have been on index cards, a yellow pad
of paper or "in his head". But he had a system to
And selling horses is all about following up,
When you show people your horses for sale, it's a rare
event when the sale happens on the spot. You know
the prospects' lines by heart:
- "He is a very nice horse. We'll talk about it."
- "We have a few others to look at before we make a
- "I'll have to talk to my spouse about finances and
see if we can afford her."
- "I'll have to get my other horse sold before I can
- "I'd like to have my ________________(insert:
instructor, coach, trainer, friend, psychiatrist) look
him for me."
These lines are just part of the sales process.
Change the product name being sold and they fit all
When you hear these and other excuses over and
don't be discouraged.
Expect resistance. It's part of the sales
As a professional horseman, however, are you acting
like a professional salesperson?
By that I mean, do you follow up on not only
horse sales, but all sales that you do?
You don't follow up because:
- Too busy to do it yourself.
- Don't have anyone else to do it.
- Afraid of hearing NO.
- You forget the prospect's name, information and
As someone said long ago, "Remember, no matter
how many departments, employees, products and
services you have to offer, Nothing happens in
a business until something is sold."
Just like a catcher's mitt is a specially designed and
fitted tool, your follow up system for sales prospects
should be too. Choose and design your own
catcher's mitt for capturing leads and
prospects as the first step for a follow up system.
Select from a list in a folder, a hand written spiral
bound notebook, an MS Word computer file, an index
card tickler file, a calendar with notes, an electronic
spreadsheet or special software designed to track
No follow up system, no sales.