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.
you're in the boarding business, in this economy you lost boarders.
you're in the lesson business, in this economy you lost students.
you're in the training business, in this economy, you lost client horses.
everyone did. So what do
you do about it?
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.
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.
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.
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.
a riding lesson demonstration for beginners in all of the age groups you
instruct. Invite prospects and groups.
yourself as a guest speaker at horse
related organizations (breed clubs, horse councils, 4-H, Pony Club) to market
to help in your horse related clubs and organizations.
visible at horse shows, auctions, horse fairs, trail rides, club meetings.
community civic organizations and business organizations.
reports and articles about subjects that make your expertise shine.
with other professional horsemen in your network.
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.