How do you increase sales in an equestrian business during a sensitive economic time?

Six Pieces of Sales Advice for The Equestrian Business Owner

Sales Tips for the Equestrian Entrepreneur 💸🐴

I’ve seen the numbers so far this year for a good few handfuls of equestrian businesses and I know everyone could use a increase in $

1. The easy sales aren’t always the important sales.
   Stop running to the bottom of the barrel for easy sales, they often come with difficulties and misalignment. What you desire is sustainable income from customers that you enjoy working with, not sales from customers who are chasing deals.
2. Published prices can help you qualify/disqualify a client.
   This ensures no wasted time, even if it “begins at $x”. It’s a sensitive time in the market and transparency can create trust. It’s not the norm to have prices listed for lessons and boarding facilities but I know even for myself, prices would change how I searched for these services.
3. You can offer “free” things and still make money.
   This could be a free download, stickers, events.. things you can AFFORD to provide for free. Free is a fantastic thing in the minds of a consumer, be strategic with free. If “free” doesn’t align with your business, don’t use it, but remember attention is currency.
4. Pricing is a tool to sell – make sure it communicates and attracts.
   How consumers perceive numbers and the context/value it provides can help move along the sales process. example: equestrians often purchase things that are expensive because we have perceived notions around $$ meaning better.
5. Your buyer isn’t always going to act like you.
   (and that’s a good things) There are different types of buyers and speaking to them throughout your content can mean a whole lot of “same same but different” with your content. Some consumers are logical while others purchase with emotions; make sure you’re speaking to all your potential customer types. . but not at once 🤪
6. Make it simple.
   If someone has to jump around a course to purchase your product, they’re walking away. They should be able to send an inquiry or purchase online in the least amount of steps as possible.

I’ve seen the numbers of quite a few equestrian businesses this year, the numbers are down, pretty drastically. It means you’re going to have to lean into the entrepreneur more than the equestrian and add a sprinkle of improvement on your marketing and sales process to improve those numbers. The equestrian industry isn’t used to operating like a business. There’s a lot of winging it and hoping it works out, with a lot of work in between. During these slower times, I encourage you to lean into analyzing and improving your sales journey; an increase in marketing without it will just amount to more leads without more customers.

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