Mastering the Art of Selling to Different Client Levels in the Equestrian World

Oct 23

In the world of equestrian business, not all clients are created equal. Whether you’re selling showjumping horses, breeding prospects, or personal riding companions, understanding the level of expertise your client has is crucial. Each client comes with different backgrounds, knowledge, and motivations, and your ability to tailor your approach to meet their specific needs can make or break the sale.

So, how do you adapt? How do you tailor your pitch to a seasoned professional versus a newbie? This article will explain how to assess your client’s expertise, customize your approach based on their experience, and use this knowledge to close more deals.

Step One: Gauge the Client’s Expertise

When engaging with any potential client, you first need to assess their level of expertise.

Are they familiar with buying and selling horses, or is this a new experience? Understanding where they stand will guide how you pitch your offering.

For instance, if you’re talking to a professional who has bought and sold showjumping horses before, they will have a very different set of expectations than someone new to the sport. The professional-client will likely know the ins and outs of competition horses, their value, and the finer details of training and breeding.

They’ll expect more advanced conversations and technical knowledge from you.

On the other hand, a beginner may be overwhelmed by too much detail.

They’ll need more guidance, reassurance, and education on the process.

Your job here is to make them feel comfortable and informed, not intimidated.

So, how do you figure out their level of experience? Start by asking open-ended questions that let them reveal their background.

Here are a few examples:

For professionals: “How often have you purchased a competition horse? What are the key qualities you typically look for?”
For beginners: “What’s your experience with show jumping, and what excites you most about owning your horse?”

These questions will give you insight into their expertise and allow you to tailor your next steps.

Step Two: Identify Needs and Wants (And the Emotional Drivers Behind Them)

Once you have a handle on your client’s experience level, the next step is to figure out their specific needs and wants. This is where you tap into the emotional drivers influencing their decisions. Every client is different, and unique motivations drive every purchase, whether it’s a desire for success, personal enjoyment, or investment potential.

For example, a client who is an experienced competitor might be focused on finding a horse with a specific pedigree or competition history. They may be driven by the goal of winning their next big event. On the flip side, a beginner might be more interested in finding a horse with a calm temperament that will help them build confidence as they develop their riding skills.

Here’s where the power of asking the right questions comes in.

Understanding what drives your client emotionally will give you the edge in connecting.

Questions like:

“What are your goals with this horse? Are you looking to compete, or is this more for personal enjoyment?”
“What’s your ideal timeline for making a purchase?”
“If you could describe your dream horse, what would it look like?”

This last question, especially if pitched with a touch of humour (“If unicorns existed, what would be your unicorn?”), helps you connect with the client on a deeper level. It gives them the freedom to share their true aspirations and injects a bit of fun into the conversation, making you more memorable.

Step Three: Match Your Pitch to the Client’s Experience Level

Here’s where the magic happens—tailoring your sales approach. After you’ve gauged your client’s expertise and figured out what drives them, it’s time to adjust your pitch accordingly.

For the professional buyer: Dive into the details. They’re looking for specific traits in a horse, whether that’s competition experience, bloodlines, or training history. Speak their language and be ready to get into the nitty-gritty. Provide technical information and be prepared for a more transactional, numbers-focused discussion. They’ll appreciate efficiency and clarity.

For example, you might say, “This horse comes from a strong line of competitive jumpers, and based on your previous experience, I think this pedigree will give you the edge you’re looking for in your next competition.”

For the beginner buyer: Make the process feel accessible and exciting. They’re likely intimidated by the complexity of purchasing a horse and may be unsure what they need. You must guide them step by step, answering their questions and providing reassurance. Focus on how the horse will meet their emotional and practical needs rather than overwhelming them with too much technical information.

You could say, “This horse has a calm, steady temperament, which is ideal for someone new to the sport. He’ll help you build confidence in the ring, and you’ll have a great time getting to know each other.”

Step Four: Factor in Timing and Urgency

Timing is everything. One thing that can make or break a deal is understanding your client’s timeline.

Are they ready to purchase now, or are they just exploring their options? A sense of urgency can often be the key to closing a sale, especially if the client has an immediate need or a tight deadline.

For example, in a recent deal, the fact that the seller had only three days to close was the deciding factor for a buyer who was already in love with the horse. The deal might have fallen through if we hadn’t understood the urgency on both sides.

Always ask about your client’s timeline.

This will not only give you insight into how fast you need to move but also help you prioritize your sales efforts.

A simple “How soon are you looking to make this purchase?” can provide crucial information that allows you to match your pace to theirs.

Step Five: Personal Touches Go a Long Way

Whether you’re dealing with a pro or a newbie, one thing remains the same—personal touches matter.

Clients want to feel like you care about them as individuals, not just as a paycheck. Even the smallest gesture can have a considerable impact.

Here’s a real-world example: I once had a client mention their daughter’s passion for equestrian sports. Instead of focusing solely on closing the deal, I bought her a book about equestrian mindset development. This €40 investment showed that I was listening and helped solidify a $150,000 deal—and led to even more business.

Sometimes, it’s the little things that close the biggest deals.

Show your clients you’re listening and that you care about their journey, and they’ll trust you more deeply.

Final Thoughts: Adaptability is the Key to Closing Deals

In the equestrian world, one size does not fit all when it comes to selling.

You’ve got to be adaptable, flexible, and ready to shift your strategy based on who’s in front of you.

From assessing a client’s expertise level to identifying their emotional drivers, timing, and needs, every aspect of your approach should be tailored to make them feel understood and confident in their decision. The more you hone these skills, the better you’ll become at closing deals, building trust, and, ultimately, growing a thriving equestrian business.

So, whether you’re dealing with a seasoned competitor or a wide-eyed beginner, remember that the key to your success lies in understanding your client, adapting your approach, and making them feel like they’re your top priority.

Do that, and you’ll not only make the sale but also create lasting relationships that keep your business booming.