The horse industry lags behind other recreation industries when it comes to providing customers with better products and services.
One of the reasons is tradition. We do things the way we do them because that’s the way we’ve always done them.
Sometimes, tradition is a good thing. When it comes to maintaining and preserving sound and proven horsemanship practices, sticking with tradition is the right choice.
I’m not convinced, however, that the way professional horsemen deliver the horse services and products they sell should be anchored with tradition.
I had a conversation yesterday with a horse owner who boards two horses and rides three times a week. Her life is complicated. The horses are her outlet for recreation. The time she squeezes in to ride and be at the barn is carved out of opportunity time for hundreds of other things willing to make her feel guilty at any time.
But she loves her horses, her recreation time, her few hours of self indulgence at the barn. That connection time with the horses is an experience that is a highlight and high value.
As you give lessons, train or provide board and care as part of your business, remember that the horse is not your customer. A complex person is.
Is your business philosophy and approach to your customers still traditional black and white?
Maybe it’s time to add color to your programs. Find out what your customers want that your not providing and deliver it. Who needs:
- a cell phone that is a camera?
- a professional personal shopper?
- a banana coconut frappuccino?
More people than we’d ever guess.
Ask, create, offer.