“There is less competition out there than you think there is.”
That’s what Robert Middleton of action plan marketing , a small business marketing expert, told me and forty one others at a seminar last week. I made a note immediately of Robert’s words because they made me think about how they applied to professional horsemen.
The business of horses usually includes competition at a horse show. At most levels, horse show competition is good for your business because it demands additional service from you to help clients prepare and compete in the show ring. Rider instruction, horse training and horse conditioning are part of the mix of services required from horse owners who desire to compete and have the ability to pay.
Classes are often large in numbers and can be intimidating to entrants. But, in spite of first impressions of expensive outfits, custom saddles and flashy horses, there isn’t always as much competition in the show ring as you’d might think at first glance.
After just a few minutes watching large classes most judges have made their picks for the ribbons. They may juggle the placing order for a few more minutes, but it’s certain the rest of the class will wait for another day to hear their numbers called by the announcer.
In business, things often work the same way.
The field of competitors in the boarding, lesson, and training areas is full, but very few are worthy enough to be in the ribbons.
Think about the boarding business operator who has low rates and broken fences, dusty hay and empty water buckets. This business person won’t get looked at any longer than a rearing horse in a pleasure class.
Consider the riding instructor who screams, insults and embarrasses students.
A bad attitude and poor instruction technique are as appealing as a reining horse without a sliding stop.
Horse trainers who use shortcuts, cheat on ride time and guarantee thirty day miracles are as obvious as a flat tire on a wheelbarrow
The point is that business competition is very similar to a horse show class. It’s possible to be psyched out at the business entry gate with:
- I’m not good enough
- My competitors have a better facility
- Nobody will pay me more than I’m charging
- My horses aren’t good enough
But, if you deliver service with value and honesty, help your clients get what they want and show up every day for work with confidence in yourself to succeed, you’ll find that the true number of your competitors is far less than you imagine. And that will guarantee your business a place in the ribbons every year.