Whether selling horses, lessons, breedings, or boarding - all horse professionals find themselves in a sales position. In fact, it's pretty tough to get ahead in any profession if you don't have good sales skills. While the following tips and examples have to do with selling horses, the principles are universal. I hope you find them helpful. Creating a good Buying Experience can make all the difference in successfully selling horses and increasing referrals. The essence of a good buying experience is in the word comfort. Learn how to make buyers comfortable emotionally, mentally and physically and you'll make their buying experience a positive one and - you will make more sales.
1. Greet them when they arrive, make eye contact and welcome them to your barn. Let them know you are happy they are there.
2. Make a little small talk, so they can get acclimated to you before you go into selling mode. Don't try to make a new best friend but do try to find some small common ground unrelated to the sale. TIP: Stumped for something to say? If they have traveled, ask them about their trip or use F.O.R -- Ask them about their Family, Occupation, and/or Recreation. EXAMPLE: If the buyer is a teenager accompanied by their Mom, try "So is _____ the only person who rides in your family?" You'll get a conversation about family and what they like to do for recreation.
3. Ask pertinent questions to guide the sales process in the beginning to get things started. Then, throughout the time the customer is with you, let them (and their trainer or other decision makers) do 80% of the talking and you do 20%.
4. Let them know the game plan-- Just a rough sketch of what you have planned. Example: "We are going to ride in the covered arena and we'll start with horse "A." You will see each horse ridden first and then you can hop on which ever ones you like, does that sound good to you?"
5. Show them where your restroom facilities are and be sure your restroom is clean & orderly. Letting them know ahead of time where the facilities are can save you from distractions during the sale and make the buyer feel more at ease, cared for and welcome.
Trying horses is stressful for the buyer. By relieving and reducing as much stress as possible, you will find that more of their attention and energy is available for the job of buying a horse. In other words, the best way to succeed as a seller is to help the buyer succeed at their job first.
All Horse Professionals!
If you want to improve your sales skills be sure to register for Equestrian Professional’s "Smart Sales Skills for Horse Professionals". The speaker is a professional sales coach who also owns a horse business. He has been called in to coach the sales teams of some of the most prominent companies in the world. This webinar is provided for you free of charge but you must register to attend.
Equestrian Professional Members and Future Members
Want more tips to improve your sales success? These five tips are just the "tip of the iceburg." If you haven't done so already, be sure to read "15 Ways to Improve Your Customers' Horse Buying Experience" and get 10 more great ways to create happy customers and more sales. Also, don't forget about the special Members Only Session of "Getting the Customers You Want - Qualifying Equestrian Leads: Time Saving, Profit Generating Tips" This session will help you identify the true buyers from the "tire kickers" and help you close more sales.