I. T. E. is the abbreviation for "In This Economy." It's become the crutch phrase excuse for all
things financially related.
The fact is
"this economy" is the only one we have. And this economy is the hand everyone
is dealt. So play it
the best you can.
·
If
you're in the boarding business, in this economy you lost boarders.
·
If
you're in the lesson business, in this economy you lost students.
·
If
you're in the training business, in this economy, you lost client horses.
Almost
everyone did. So what do
you do about it?
The first
thing to do is to admit, in this economy, business-as-usual has ended. Your new
customers to replace lost business won't find you. You'll need to find them.
And a poster
at the feed store won't suffice.
People like
to do business with people they know, like and trust. Which means you have to
find opportunities to get yourself in front of more prospects every day.
- Call
prospects and former clients, ask how they're doing, let them know about
training programs you have available, stalls for rent, horses for sale. They
may not be buying today but they will some day.
- Offer
a riding or training clinic at your farm or ranch with you as the clinician or
bring in an outsider. Show off your facilities to the visitors.
- Schedule
a riding lesson demonstration for beginners in all of the age groups you
instruct. Invite prospects and groups.
- Offer
yourself as a guest speaker at horse
related organizations (breed clubs, horse councils, 4-H, Pony Club) to market
your expertise.
- Volunteer
to help in your horse related clubs and organizations.
- Be
visible at horse shows, auctions, horse fairs, trail rides, club meetings.
- Join
community civic organizations and business organizations.
- Write
reports and articles about subjects that make your expertise shine.
- Talk
with other professional horsemen in your network.
In this
economy, we've seen horse business owners quit and we'll see more. But, we'll also see a group of successful
business owners who refuse to use I.T.E. as an excuse. If your sales have
dropped, don't you have more time than ever to get very good at marketing?
"In this economy"
is an excuse I'm not buying; sell something that pays.
