6 Tips for Building a Passionate, Committed Equestrian Clientele

 Let's talk about the important role that passion plays in your horse business. Passion is a fire that needs fuel and oxygen. Here are 6 tips for building passion in your customers.

1. Lead by example.
In order to build passion in others you must keep your own passion strong! And don't be afraid to share your dreams and goals with your clients. Excitement is contagious.  If the day-to-day struggle of running your business has turned you sour, it's time to re-engage your own passion. Tank up! If you're a teacher, consider getting involved with an instructor or trainer certification program. Drink in some new ideas. If you are an avid competitor who lacks the right horse - get one and get yourself back on the circuit.  Fill up your tank, get moving and bring your clients along for the ride.

2. Show them where the stars are. 
If you want your clients to reach for the stars, they need to know what they look like. Take your customers to horse shows and clinics where they will be able to see the best in the sport.  This means, even if your customers only compete at a local level - they still need to see national and world-class equestrian competitions. This doesn't mean they need to compete at that level (in fact, some of them may never compete at all) but they certainly need to see it. Clients (and trainers) who have never seen the best in their sport will always remain somewhat in the dark.  They will have misconceptions about their own ability and what is possible for them to achieve. On the other hand, watching great riders and horses is a very inspiring and enlightening experience.  Keep your clients reaching for the stars by showing them the stars. 

3. Tap into core motivation.
Set actionable, measurable goals with each of your clients and keep them abreast of their progress.  Learn what personally motivates your clients. Set goals around their core motivation and help them monitor their progression towards their goals.  This can be done yearly with long-term goals and during each lesson and/or horse show with short-term goals.

Cheer on their progress.  Nothing motivates like progress!  Far too often we get overly focused on what needs to be done rather than on what has been accomplished.  Reward your client's accomplishments by pointing them out! Praise your clients when they achieve their goals.  Show them their progress. 

TIP: Photos and videos are great progress trackers and motivators. You might think about making Highlights videos for your customers. Highlights videos capture career (or show) highlights and can be put to music. Many other sports like football etc. use them to motivate players before an important game.

TIP: One of our Equestrian Mastermind Group participants makes "Dream Boards" for her clients. She uses pictures and motivational quotes to keep them fired up about their dreams and goals.

4. Easy isn't always better. 
As soon as we posted this topic on Facebook, we received quite a few comments about how trainers keep it "fun" for their clients.  While I agree that fun is important, I think it is essential that you don't mistake "fun" for "easy."  Some trainers feel coerced into "dumbing down" lessons so that their clients have "fun."  The problem with this approach is that the wrong type of "fun" can undermine achievement.  If your riders lose their sense of achievement, a loss of commitment is not far behind.

Easy isn't always better. Find a balance between fun and hard work. It is often the toughest lessons and most challenging horses or horse shows that drive passion over the top.  A sense of true achievement is a powerful force to be reckoned with.

5. Let Hollywood help you. 
Many years ago I was talking with a friend of mine who is a top level  hunter/jumper judge. She's judged some of the most prestigious events in the hunter/jumper world i.e. AAA rated national medal and hunter finals.  Anyhow, one day she says to me "You've got to watch Black Beauty and get your clients to watch it too."   I remember thinking, (and likely saying) "I'm not a fan of overly dramatic, Disney type horse movies." But she encouraged me to watch it and since she was not only a top judge but a very successful business woman, I followed her directions. Next thing I know, my clients and I are all blubbering and passing the Kleenex box.  It was definitely a bonding experience. The movie re-connected us in a deeper way to our love for horses and each other. Sappy I know - but true.

There is something to be said about a big scale movie production.  Sometimes Hollywood reaches hearts in big ways.  Plus, Hollywood can often reach decision influencers (spouses, parents and friends) in a language they can understand.  So put on the popcorn and encourage your clients to bring their family and friends too!

6. Build a barn culture that fosters camaraderie and team spirit.
Riding is a tough sport. It takes a long time to be truly good at it and lots of sacrifices are made in order to participate (horses require sizable investments of time and money.) The outside world doesn't generally understand why you or your clients ride.  The last thing you want your clients to feel is - alone.  Build a strong barn community for them.  The barn should be a place where they have support and loyalty they can count on.

TIP: Not every client will make it to every competition.  Make sure you connect those that are at the home barn with those on the road. Social media is a great way to share how things are going.  It doesn't have to be just about winning; it could be to announce a first competition for your client, a new pairing of horse & rider, or something funny that happened at the ring.  If the competition is close to home, invite clients that aren't showing to come support their "team." 

 TIP: Connect the clients that stayed at the barn to what's happening at the shows and at home through teaching some of the skills (or pieces of them) that the horse show clients are executing.  It lets everyone feel connected even if they aren't all together in one place.

 There will always be wins and losses in the world of horses.  Having a supportive culture at your barn will help you encourage through the tough times and celebrate together in the good.  Do you have some great tips to keep clients motivated and passionate? Share them in the comments.