It’s Not About Spending Less, It’s About Selling More!

Morning Gallop


A 32 second read for your success




 Memo$ hat

  5:31 A.M. Eastern    

Tue.,July 27, 010

Tuesdays are action days.

As you take action for success in your business today, I'm wondering
if your thinking might be backwards.

Thirty two seconds of motivational thought follows below.

Read it now, not later.



It's Not About Spending Less. It's About Selling More!

When you realize
your business's bottom line is not generating the dollars needed for
living expenses and debt service, the common course of action is to begin
cutting expenses

With both eyes
peering through the microscope and sharp machete in hand, all expenses
are jungle fodder eligible for slashing: feed, bedding, labor and even
magazine subscriptions.

There's nothing
wrong with searching for the lowest price for goods and services needed
for a business, but I find most businesses are already getting
competitive pricing if not rock bottom rates.
Price savvy is a given.

So, who are you
trying to kid
with your austerity program?

Take that energy
and time you're instinctively using to find better deals or eliminate
expenses and put it toward the real problem with you business-Not
Enough Sales.

You'll find with
just a little bit more effort, there is business out there waiting for

Take the steps to
increase your prospect and customer contact for more sales:


·         Call
·         E-mail
·         Text

You can't find
what you're not looking for.


Now, get your boots on, go to work and sell something!

$ hat

Doug Emerson
$ hatRecord keeping for horses and
finances has never been easier. Click here.

Always Look A Gift Horse In The Mouth


I was thinking about project horses the other day. You
know what project horses are; they are the horses that are offered to you for
no or very little money.


While your cash investment is low, the trade-off is
usually an expensive problem attached like: chronic lameness, behavior
problems, aged and under trained, underweight and assorted health problems.


But the solution to the problem is someone like you who
knows what to do to fix-em up.


Thinking about projects, a flashback to my teen years
whirled as a vision in my mind's eye…


My friend Keith's dad, Bill, grimaced as he
bore down on the power sander on the rusty Packard door. Rust dust flew in
all directions as he completed the next step in his project car restoration. 
I marveled at the transformations from rust bucket to showroom-new shine
accomplished by his father. He labored long hours on his projects, but he loved
the process
just as much as the finished car. It was his winter


You're wondering what do project cars have to do with project


They're a lot alike:


    Low dollar investment
    High labor investment
    Long wait for return on investment
    Preferred brands or types bring the greatest value after restoration
    You can fill a building with them waiting for the fix-it time to be

they differ in one important way.  Bill's projects weren't his
, they were his fun.  In the case of the professional
horseman, acquiring too many project horses costs monetarily and emotionally.
Here's why:


  •      The
    required fix-it time is generally greatly underestimated
  •      The value
    of the finished horse is often less than the sum of the value of
    the labor, feed, bedding, veterinary and farrier costs
  •      The time
    requirement can be overwhelming
  •      You fail
    at solving
    the problem that needed to be fixed
  •      You lose
    boarding, instruction and training income that could have
    been  collected from a customer whose horse occupied the space of
    the project horse.

Don't get me wrong, I'm not saying all project horses are losing
deals. Many turn out to be great value. I am saying that project horse
rules are similar to project car rules:


Don't fill up the garage with more than you have time for


Fix up a Packard, not a Gremlin


Double the amount of time you expect the project to take


Don't ignore your day job


If you don't enjoy the process and the challenge of the work, don't do it

Using Stick and Carrot To Motivate Employees

As a motivator, the classic stick and carrot method works well for horses,dogs and other animals. It may even work for some people when a Twinkie is substituted for the carrot.

Carrot and stick motivator.jpeg However, to motivate most employees, the stick needs to dangle:

  1. Compliments from the boss when a job is well done
  2. Information about what's going on in the business now and intentions for the future
  3. Help and support from the boss with personal problems
  4. A feeling of job security
  5. Good wages

If you're discouraged with unmotivated employees, you may want to change the carrot on the end of the stick.

Or you may want to stop trying to motivate with a stick on the wrong end.  Rewards trump punishment.

The Gold Star Effect

Morning Gallop


A 37 second read for your


 Memo$ hat
  5:31 A.M. Eastern    


Tuesdays are action days.

That's because the
distractions of Monday's planning, posturing and procrastinating are

Thirty seven seconds of motivational thought follows below.

Read it now, not later.


Gold Star Effect


Your mother gave you one to wear on your wrist for learning
to tie your shoes.

Your second grade elementary teacher handed you one to stick
on the wall chart for memorizing your weekly spelling words.

Your fourth grade teacher placed one on your report card for
turning in all of your homework.

And then you
outgrew the need for gold stars to be symbols of your accomplishments. 
After all, that's kid stuff and
you are an

You didn't need childish gimmicks to succeed.

On a conference call yesterday, the subject of visuals like
worksheets and charts for monitored progress came up as tools for
learning and personal development.

That's B.S. I thought.  That stuff
doesn't work. 

I quickly changed my mind when I looked at the large 12 month
wall calendar on my office wall. On it are gold sticky circles on the
days I
publish this newsletter.

Well, maybe it does

Make your own gold star wall chart to track your progress on
your projects. Seeing is believing. You won't want to break the chain.

Now, get your boots on, go to work and make
it a great day!

And, here's a
gold star for you when you're done.

gold star

$ hat

Doug Emerson
More articles about running a horse
business,click here Profitable Horseman

[email protected]

Do You Know What To Do When The Customer Says, I.C.A.T.!

Douglas Emerson Profitable Horseman
Profitable Horseman Newsletter 


July 7, 2010

Do You Know What To Do
When The Customer Says, I.C.A.T.!

I wrote the following
newsletter article in September of 2008 before the recession stormed
into our
lives. No doubt some of your customers were pinched by the recession and
stopped taking lessons, reduced the amount of training they hired you
for or got out of horses completely. 
The faltering economy created substantial difficulty and pain for many, but it didn't hurt everyone.

fact, most people didn't lose a
job or take a cut in pay.
  You and I saw
people buying new cars, dining out at restaurants and taking vacations.
clients tell you they can't afford something, you'll be wise to explore
the affordability judgment is coming
from. -Doug

You just got in the horse business
yesterday if you haven't heard the cry, "I can't afford that!"

From a non-horseman mom inquiring about her child's
riding lessons to a ten
year horse owner considering investing in a competitive level show
horse, the confusion
over price and value never ends.
Ranging from one hundred
dollars to ten thousand dollars and more, every buyer
has a different price threshold or
. ( I Can't Afford
And once the I.C.A.T level is
surpassed, any price is too much

Price threshold is an involuntary reflex. Programmed early in
life, it's a knee
jerk, neck spasm and tic all rolled into one.  It's a customer's
brake for a screeching, sudden stop for financial safety.
the I.C.A.T. response is possible with a good sales strategy.  Part of
a good sales strategy includes having the money talk early about
the difference in investments vs.

You might explain a cup of coffee, a cell phone
bill and a parking ticket
are costs. 
Education, recreation and happiness are investments.
As examples in
connection with horses, money is invested in:

  • Boarding
  • Riding lessons and training
  • A new

In your money talks with
prospects and customers, re-frame their thinking about spending money to
value in the present and future as they become better horsemen matched
with the right horse for them.  Here are some things to say that
will help with prospects and customers.



be profitable in this industry, it's impossible to charge less and
offer more.

your customer must answer is, "With the limited amount of time I have
to spend with my horse, do I want  to tolerate inferior facilities, put
horse at risk with sub standard care and jeopardize my ability to ride a
healthy horse whenever I visit just to save comparatively few dollars
each month? 


Riding Lessons


forty five dollar riding lesson once a week may sound like a self
luxury.  But, without coaching on a regular basis, the best professional
athletes admit their performances begin to deteriorate.  At an amateur
level, your

investment in riding
lessons will create personal joy and yield
measurable progress


Purchasing a New


A horse with poor behavior, an aloof
attitude or that has plateaued for
advancement is a draining
experience.  An owner with the wrong horse pays
a huge emotional price in the form of disappointment, frustration and a
damaged ego. The board, health care and farrier expense are about the
same for
all horses.  The question that screams for an answer is, "If horse
ownership is for my fun, recreation and personal growth, why don't I
make the

right investment to put the joy
back into my experience?"


Work on your
responses to I.C.A.T. price challenges. 

Sell on
value instead of price.

Let your competitors be the