Driving new business in the horse industry is not always about social media posts, video shorts, or using the right SEO keywords–although those things are all important. With the world of digital advertising being so competitive these days (we call it “saturated”), it is challenging to help your business grow by advertising alone. As consumers become saturated with online media, people are keen on visiting businesses IRL now.
Now that folks are recovered from the worst of the pandemic and doing things with their horses again, they are also ready to shop local again. It’s nice to have the convenience of the Internet, of course, but doing business online has been happening long enough that just about everyone has experienced the pros and cons of that dynamic. The cons, in particular, have proven powerful enough to drive a good chunk of foot traffic back into the doors of brick & mortar businesses. How many times can someone order breeches in what they think is their size, only to find that they don’t actually fit after Amazon drops them off at the door?
Good Service will Boost Your Bottom Line
One proven method of getting new (and repeat) business is to provide good customer service. The nice part about using good service as a strategy for business success, is that it costs so very little to implement. In fact, it is primarily dependent on two things: 1) Putting yourself in your customers’ shoes, and 2) How you train your employees.
A standard operating procedure (SOP) that includes customer service strategies should be in place for all professionals in the horse industry, whether you are an equine veterinarian, stable owner, tack shop owner, farrier, or trainer. Every call, every customer, every lead should be treated like royalty. If you imagine yourself in each customer’s shoes, try to think about what is important to them. Are they confused about which bit to buy and need clarity about which ones do what? Is a medical procedure you recommend too expensive for your client’s budget? Is the backyard barn owner lonely, in need of someone to chat with who understands their horse or their particular joy or dilemma? It doesn’t matter what the situation is. What matters is that you take a hot second to consider what is important to your customer. And when you have that lightbulb moment about them, knowing what to say or do to make them happy, comfortable, relieved, inspired, etc., becomes very clear.
When an interaction between a customer and your business leaves that customer feeling good, they will not just buy, they will spend more than they had planned. And, they will return. Leave a customer feeling good, and they will support your business time and time again.
Put a Service Training Plan Together
Our advice is to put a training plan together that addresses how your staff should handle common customer questions, requests, and conflicts. Make sure every one of your employees buys into it. Staffers can’t simply be informed of your service plan, they need to understand the difference between authentically helping a customer and just going through the motions of what they think good service should be.
Make this kind of training a part of your weekly staff meetings. You don’t need to harp on it or overwhelm your crew with the threat of fire and brimstone if they get it wrong. A few simple instructions and an explanation about why being helpful is good for everyone, and your team will catch on quickly.
Be Kind, Be Fair, Be Real
If we had to sum up good customer service in one sentence, it would be this: “Be kind, be fair, be real.”
Being kind requires empathy–putting yourself in your customers’ shoes. Being fair means pricing your goods appropriately, and don’t take advantage of someone’s naivete (we all know how common that is). Being real means being authentic and self-aware. You are not All That and a Bag o’ Chips, despite what you may hear in your TikTok echo chamber. Do not Photoshop your Instagram photos (yes, I just used a noun as a verb, don’t judge). Take the filters off your video settings. Authenticity breeds credibility and trust; those are the cornerstones to good business… and good horsemanship.
What are your thoughts or strategies for providing good service? Comments welcomed below!