I was a lucky kid growing up. Lucky, because I
had a big back yard. It was about 28 acres big. My
siblings, friends and I spent many days exploring,
building, digging and hiding in the vast outback.
Geographically disadvantaged as a flatlander,
there were no rushing mountain streams or flowing
rivers in the valley for exploration and water play. There
were only a few ditches that the rain and snow runoff
would eventually pool in to create a kid's river.
Kids' rivers are navigable by toy boats and are only
inches deep at flood stage. It was in the kids' rivers of
the flat lands that I began to understand the principles
of controlling flow.
Mudding about in the puddles and ditches, I could
easily create my own mini rivers, dams and lakes with
just a shovel. One of the few things that man has been
able to count on through time is the fact that water
usually runs downhill in the path of least resistance.
Prospects and customers like a little help from
gravity and love low
resistance just like flowing water. They
always choose the easy way, the shortcut,
whenever they make their purchase choices. As an
example, the drive-in window for morning coffee
attracts more customers than the walk-in convenience
store. And the mall parking lot is preferred over that
tricky parallel parking on the street. The business that
consistent, friendly service attracts lifetime customers.
Creating the path of least resistance to divert the flow
of prospects and customers to your horse business
front door can be done easily. Here are some
- Create well placed, easy to read
professionally lettered signage. That not only includes
at the road but also directional signs at the ranch or
- Add Mapquest or a similar directions link
to your website to show people how to find your facility
for the first time.
- Maintain easy, convenient and puddle-free
parking for boarders, students and visitors.
- Use large type for telephone numbers on
printed material and business cards.
- Keep the barn and arena entrances well
lit, clean and inviting.
- Have an answering machine or voice mail
with a friendly greeting for after hours messages and
for unmanned telephones during business hours.
- Provide comfortable chairs in the waiting
or viewing areas and hot and cold beverages.
- Ask your customers what else you can do
to make it easy to do business with you.
Understanding the path of least resistance for your
prospects and customers is simple and low cost and
much like child's play.
Start working on diverting more of the customer
income stream into your business today.