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The Profitable Horseman's Newsletter The only weekly electronic newsletter published for Professional Horsemen.
September 27, 2006

Are you 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.
Welcome New Subscribers!

in this issue
  • There is Something New Every Day in my Blog About the Horse Business

    click on the picture below
  • Telling Ain’t Selling
  • Others have said
  • Back at the Barn
  • Build the Horse Business You've Always Wanted
  • Speaking about the Horse Business...

  • Telling Ain’t Selling

    Horse Owner: “Have you found any prospects to buy my horse?”

    Professional Horseman: “I called everyone on my prospect list and in my network over a month ago and told them about your horse for sale. I have had no call backs.”

    Horse Show Organizer: “We didn’t see anyone from your barn at our horse show over the weekend. We were counting on entries from your place for a successful show like we talked about earlier.”

    Professional Horseman: “I don’t know why, I told everyone to look at the show flyer when I posted it on the bulletin board over a month ago.”

    Horse Owner: “I didn’t come to your clinic last week because I didn’t know how I would benefit. Kathy told me all about what she learned and I now really feel left out.”

    Professional Horseman: “That is the third time we’ve done that clinic; we thought everybody knew what would be covered; sorry.”

    Selling in the horse business, just like all other business, is more than an announcement; it’s a process.

    Unlike selling a hot dog at an opening game of the baseball season, selling in the equine world requires a planned effort to create attention, interest, desire and action on the part of the buyer. Buyers of horses, tack, lessons, training and boarding services are distracted with choices. And when too many choices and a lack of information and confidence gang up on the buyer, he always makes the safe choice. The safe choice is always to do nothing.

    As an example, assume you have a horse for sale and have advertised in print, and told people around the barn. You may assume that you’ve told the world you have a horse for sale and that alone will bring about the sale.

    This is a fine method for selling about ten percent of all horses. The problem is that 90 percent of the time it’s not enough. Not even close to being enough.

    You will want to expand your thinking to include these tools:

    • A 3 minute video
    • A printed for sale flyer with a color photo(s) of the horse
    • An electronic version of the flyer than can be e- mailed
    • A list of show results
    • A testimonial of the horse's qualities and potentials by a rider or owner
    • A pedigree and history of where the horse has been
    • And more

    Actions that can be taken with these tools:

    1. Snail mail and e-mail flyers to all potential buyers and agents in your network.
    2. Have videos prepared and ready to send immediately.
    3. Personally call professional horsemen in your network to follow up on the flyer information and explain your commission plan.
    4. Ask for names of others who may be interested in similar horses.
    5. Follow up immediately on all expressed interests without pre-judging buyer.
    6. Call everyone again after four weeks to remind them about the horse and availability.

    No, telling isn’t selling. Telling is just the start to a process of closing a sale. Make the effort of learning and using good salesmanship to close more sales and get more referrals.

    Others have said

    "I LIKE ads. It's not that we don't like ads, we just don't like ads when they are out of place" -- Bill Barnes

    "Half the money I spend on advertising is wasted; the trouble is I don't know which half." -- John Wanamaker

    "Advertisements... contain the only truths to be relied on in a newspaper." -- Thomas Jefferson

    Back at the Barn
    back at barn

    I thoroughly enjoyed the opportunity to meet and speak to an enthusiastic and dedicated group of professional horsemen and horsewomen at the Certified Horsemanship Association’s Convention last week in Fort Collins, CO. Their dedication to learning new methods and polishing their existing skills is inspiring.

    I developed a deeper understanding of how horses and some people think in pictures instead of language. Dr. Temple Grandin of Colorado State University spoke about her research in animal behavior and how her autism and personal thought pattern in pictures, as opposed to language, helps her make connections with animals that most of us miss.

    Horses, having no formal language with words, think in images. A mental picture stores a thought. Wanting to apply the concept at home, I placed a picture in each horse’s stall.

    The picture was of a stall with all of the manure piled neatly in one corner.

    You get the idea.

    They didn't.

    But, several seemed to enjoy eating the paper the picture was printed on.

    Build the Horse Business You've Always Wanted

    I work with Professional Horsemen who are struggling with the business half of the horse business. Just like a top performing horse has a strong foundation, so does a top performing horse business.

    If you've had enough with disappointment in your horse business, call or e-mail and we can talk about your business and how I may be able to help you.

    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.

    Life is short,

    Ride hard.


    Speaking about the Horse Business...
    megaphone man

    Need a speaker about the horse business for your horse related organization? Talk to me about talking. Keynotes and workshops available. (716) 434-5371

    There is Something New Every Day in my Blog About the Horse Business

    click on the picture below
    herd of horses

    Click on the herd of horses above. They'll take you right to the blog. What's a blog? Click and find out!

    Click on the links below for more information

    Profitable Horseman Web Page

    Past issues of Profitable Horseman newsletter

    Professional Horsemen's Blog- Don't Look Back!

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