The most frequent question I get from equine trainers wanting to expand their business is: “How can I attract more clients?” Well, the answer is not that complicated. Think about it for a moment… What is the real message behind any marketing, advertising or publicity effort? The emphasis should not be to get more clients. A successful marketing campaign must accomplish three very specific objectives; it should get people to know you, like you, and trust you.

I have uncovered two common mistakes while operating a successful horse business. In today’s economy these mistakes have become critical and will be the difference between your business surviving and thriving, or…not.

The first mistake is: BEING GOOD IS GOOD ENOUGH.

Most of us believe that good honest hard work is rewarded. That if you do the best job you can, you will prosper. This is not always true and some of you might have discovered this the hard way. Or maybe you are experiencing it at this very moment.

Of course a poor work ethic and lousy service will get you nowhere. But even if you provide the absolute finest service or get the best results from the horses or people you train, it won’t do you any good if you can’t figure out how to get lots of people to know you, like you, trust you and tell other people about you, year after year. This can be done two ways, through Relationship Marketing, which in general terms means exactly what is says; building relationships with your potential market. More specifically Relationship Marketing is a widely-implemented strategy for managing and developing a trainer’s interactions with clients and sales prospects. It also involves using technology to organize, synchronize business processes (principally sales and marketing activities) and most importantly, automate those marketing and communication activities through concrete marketing sequences that could run on autopilot (also known as marketing sequences). The overall goals are to find, attract, and win new clients, nurture and retain those the trainer already has, encourage former clients to come back, and do all of the above affordably. This is an ongoing process that could mean a significant investment of your time.

The other effective technique is Viral Marketing, which describes any strategy that encourages individuals to pass on information to others, creating the potential for exponential growth in the message’s exposure and influence. Put simply, Viral Marketing is word-of-mouth and today that is done electronically. Keep in mind that there is a place for more traditional forms of marketing through advertisements and an advertising campaign can be very effective. If your budget can include that, then by all means put your name out there. Just keep an open mind about other cost effective ways that you can build your reputation and your business.

The second mistake is: You think of yourself as A trainer.

In order to attract the clients that your business needs to be profitable, you must change old, traditional, out-dated equine business habits and thinking. There are people who have a great product or service and can’t make ends meet. These people train horses or give lessons or run a boarding facility. Then there are people with just an okay product or service that have a booming business because they have become marketers of what they offer. Understanding this difference is the key. The service you provide should not be the only focus of your marketing campaign. Again keep in mind you want people to know you, like you, and trust you. In our business as trainers, it’s all about us. We are in the expert based business and you must convince as many people as possible that you are the expert that they want to come to.

Think about the businesses that you consistently use and refer others to. These are businesses or people that you know, like and trust. There you have it; it’s not complicated. Have you tried advertising your services without building relationships and trust? Have you been disappointed with the results? I know I have, and it was very frustrating when I wouldn’t see results. To get more clients, referrals and income, you must start building relationships with your “market.” Get them to know you, like you, and trust you and they will do more business with you and refer others.

I’m going to assume you have some kind of marketing process in place. Techniques you have been depending on to promote your business, keep your current customers coming back, and bring in new customers. But let me ask you a very serious question — how well are those techniques working for you? Is there room for improvement? Do you have an up-to-date game plan that employs the latest in technology?

A business that is exhausting, frustrating and sucks the life out of you is not a business that you can sustain; even if it is lucrative. A marketing system should be automated and automatic, so that it is working for you 24/7, pulling in new business, keeping your current customers happy, and requiring no maintenance.

MEDIA CONTACT:
Donna Cheek
Ph. 949-476-3696
Fax 949-476-3758
Email: admin@equintrainersnewsletter.com
Visit: http://www.equinetrainersnewsletter.com/
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