The Secret to Closing Big Deals in the Equestrian World.

So, you want to build a profitable equestrian business. Maybe you’ve got the passion, the skills, and you’re ready to hustle your way to the top—but there’s one key piece that you absolutely have to nail down: understanding why your clients buy.

It sounds simple, right? But here’s the kicker: clients don’t buy for the reasons you think they do.

They’re not interested in your goals, your reasons, or even your passion for horses. What they care about is their motivation. Whether it’s for competition, breeding, or just for the love of riding, your job as an equestrian entrepreneur is to uncover their “why” and tailor your approach to meet their needs.

Let’s get into it—because trust me, if you master this, you’ll be closing deals left and right.

Step One: Understand Your Client’s Why (Hint: It’s Not About You)

Clients buy horses for their reasons—not yours. It’s the first rule of sales and it couldn’t be more accurate in the equestrian world. Whether they’re a seasoned investor looking for the next champion or an amateur buying their first horse for personal enjoyment, your job is to uncover those motivations.

This isn’t just about asking a few surface-level questions. You’ve got to dig deep. What are their goals? What do they hope to achieve with this horse? Are they in it for the thrill of competition, or are they looking for a lifelong companion?

Here’s a pro tip for you: start asking open-ended questions.

These types of questions get clients talking and sharing their stories—whether it’s about their past experiences or their future aspirations. Think like this: the more you get them to talk, the more information you have to tailor your offer and close the sale.

For example, instead of asking, “Are you buying this horse for competition?” (which gets you a basic yes or no), try asking, “What’s your experience with show jumping, and what are you hoping to achieve with your next purchase?”

This opens the door to a conversation that lets you understand their goals and, most importantly, how you can meet them.

Step Two: Tailor Your Pitch Like a Pro

Once you’ve asked the right questions and uncovered your client’s true motivations, it’s time to tailor your pitch.

Whether they’re in it for emotional reasons, like building a bond with a new horse, or for financial reasons, like turning a profit on a high-potential jumper, your job is to adjust your sales strategy to align with what they want.

And here’s where most people trip up: they focus too much on the product and not enough on the person. You’re not just selling a horse—you’re selling a solution to their specific need.

Got a client looking for a horse to compete in the next Grand Prix? Focus on the horse’s pedigree, training, and potential. Are they a new rider? Talk about temperament, reliability, and how the horse can help them achieve their personal riding goals.

The more you tailor your approach, the more you’re speaking directly to their desires—and trust me, when you start aligning your pitch with their goals, closing the deal becomes a whole lot easier.

Step Three: Build Genuine Relationships (AKA Your Secret Sauce)

Now let’s get to the heart of it—relationships. I’m not talking about transactional, one-and-done type deals.

I’m talking about genuine, long-term relationships that are built on trust, understanding, and mutual respect. These are the relationships that lead to repeat clients, glowing referrals, and, yes, those massive, career-defining deals.

If you want to be a successful equestrian entrepreneur, you need to get good—no, great—at building and nurturing these relationships. Here’s a little secret: the more you show that you care about your clients as people, not just as customers, the more they’ll trust you. And when trust is established? That’s when the magic happens.

Step Four: Notes Are Your Best Friend (Seriously, Take Them)

If there’s one thing I can’t stress enough, it’s the importance of taking notes. Every time you have a conversation with a client, write down everything—every detail, every story, every goal they mention. It might not seem like a big deal at first, but those little nuggets of information are pure gold when it comes to closing deals.

You might think you’ll remember everything, but trust me, you won’t. And even if you do, having a system like Monday.com (or any project management tool that works for you) to track those notes will make your life so much easier. Plus, when you reference specific details in follow-up conversations, it shows your clients that you were really listening—and that you care about their unique situation.

And let’s be real, when you’re juggling multiple clients and deals, those notes will become a lifeline. They allow you to go back, review the conversation, and pinpoint exactly what’s going to resonate with your client when you’re ready to close the deal.

Step Five: Be Ready to Adapt (Because Not Every Client is the Same)

Here’s the truth: not every client is motivated by the same thing. One might be laser-focused on making a profit, while another is all about finding the perfect horse to compete with. Some clients care about the emotional connection, while others are in it for the investment potential.

Your job is to be flexible and adapt to what they want. It’s like being a chameleon—changing your approach depending on who’s in front of you.

Wrapping It All Up: The Hustle, the Heart, and the Wins

Building a successful equestrian business isn’t just about finding the best horses or knowing the ins and outs of the market (though that helps). It’s about connecting with your clients on a personal level, understanding their motivations, and building relationships that go beyond the sale.

It’s not always easy—sometimes it’s a grind. But if you put in the work to ask the right questions, listen with intention, and show that you genuinely care about your client’s success, you’ll find that closing big deals becomes a natural part of your business.

So here’s your takeaway: master the art of listening, tailor your pitch to your client’s needs, and invest in building real relationships. Do that, and the deals will follow.

Now, get out there and start closing! You’ve got this.