Profitable Horseman Newsletter - You'll Rope More Customers When You Tie the Lariat to the Horn

Here's a story from my friend, Paul, who lives about 100 miles from me. His eight year old son, a student in a Montessori School, had been thrilled with the idea of learning how to ride after several school outings to a local stable.

Paul's wife called the stable and left six (yep, count 'em, six) voice mails requesting a return call about lessons.

Communication silence followed. No return call. Paul was aggravated and ready to try another lesson barn, but his son was set on learning to ride at this stable where two of his friends were already taking lessons.

The family drove to the stable on the weekend. They spotted three teenage girls mucking stalls as they drove in the driveway. By the time Paul had gotten out of the car, the three girls had disappeared. Perhaps they were hiding under cover or had been abducted by aliens.

Employee: "You'll have to talk to the owner and she's not here"

Paul: "When will she return?"
Employee: "I dunno, she's out hunting, you can leave a message on the phone"
Paul: "We've done that, six times"
Employee: "Send her an e-mail"
Paul: "What's the e-mail address?"
Employee: "I dunno, look on the website"
Paul: "What's the website address?"
Employee: "I dunno, search for it"

Upon leaving, Paul took note of the attractive sign at the road with stable name and phone number. No website address to be found on the sign.

Paul's wife, dedicated to her goal, searched the Internet and found the website of the stable and an "info@" email address. She launched an email that eventually brought a reply.

Overcoming a poor start and first impression, the stable owner sold a prepaid package of four private introductory lessons to Paul and family.

I couldn't make up a better story than this true experience. In spite of the lack of a system to capture new business, this owner made a sale anyway. But, you have to wonder about all of the $ales that got away.

How could the owner handle this situation better?

1. Return your phone calls. As soon as you can. If you're giving lessons, training horses or managing employees most of the day like most professional horsemen, you'll have to return calls when you have a break in action or in the evening.

2. Customize your voice mail message for inbound calls to say you're working with people and horses most of the day and you return phone calls after 6:00 P.M. Direct the caller to the website if he or she is looking for more information about boarding, lessons and training for instant information.

3. Include your website address on your signs, business cards and advertising.

4. Write a short script for employees for what to say to visitors who inquire about services. This may sound silly, but what comes easy for you to say as an experienced owner is harder than an organic chemistry final exam for young help. They get tongue tied or speak teentalk, like, you know, whatever. . . !

5. Have brochures and business cards available to hand out to visitors. Paper is still cheap; the fuel the visitor bought to drive to your location isn't. Don't let them drive away empty handed.

This is all easy stuff. Some owners may have a good reason for not doing it . . . like they don't need the money.

But, there is no good reason for not doing it for the Profitable Horseman.

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