The Ultimate Guide to Research, Preparation, and Tailoring Your Pitch
In the world of show jumping, selling isn’t just about knowing your horses—it’s about mastering the art of connecting with clients in a way that makes your offer irresistible. Whether selling to an amateur rider, a seasoned professional, or a high-stakes investor, every successful sale begins with the same thing: preparation. Research, preparation, and a tailored approach are the foundations that transform cold calls into meaningful conversations and initial meetings into successful deals.
In this post, we’ll dive into how to research your clients, understand their unique needs, and craft pitches that resonate on a deep level. Ready to jump into the world of show-jumping sales? Let’s get started.
1. The Importance of Preparation in Sales
The number one rule in sales? Preparation is everything.
The more you know about your client and the market, the more successful you’ll be.
It’s not enough to show up with basic knowledge about a horse or a market trend. You need to know everything—from your unique selling proposition to your client’s motivations and pain points. Especially in niche markets like show jumping, where deals involve high stakes, being informed, prepared, and sharp can make all the difference.
At Bridl, we emphasize this: every meeting must be informed, personalized, and impactful. So, how do you prepare for a successful sale? Let’s break it down.
2. Understanding Your Unique Edge
First, you need to know what makes you stand out. What sets you, your business, or your company apart from competitors? Understanding this unique edge is crucial when crafting your pitch. Identify the top three benefits you offer and highlight them early in your conversations. For example:
Do you offer a more straightforward, more secure buying process?
Is your team known for finding rare, high-quality horses?
Do you provide tailored service that meets the specific needs of different types of clients?
Emphasize how these benefits make your process smoother, more reliable, and more aligned with your client’s goals. This is especially important in show jumping, where clients often look for a seamless experience with as little friction.
Understanding your unique edge can highlight how your service makes their lives easier.
3. Crafting Your Perfect Pitch
Next, let’s talk about the pitch. Every sale is an opportunity to refine and improve your pitch.
Whether speaking with buyers or sellers, your pitch should be concise, natural, and engaging.
At Bridl, we encourage all team members to develop their pitching style, but the core principle remains the same: your passion should shine through. You’re not just selling a horse—you’re selling a vision, an experience, and a solution.
A great pitch starts with a 30-second introduction that captures what you do and the value you provide. It should flow smoothly and feel effortless.
The key? Practice.
The more you practice, the more confident you’ll sound. And remember: passion is contagious.
When clients hear how much you believe in what you do, they’ll be more likely to trust you and your offer.
4. Know Your Competitors and Your Unique Selling Proposition (USP)
In a competitive market like show jumping, you need to know who your competitors are and what sets you apart. This is where your unique selling proposition (USP) comes into play. What makes your company, team, or horses different from others? Is it the quality of your service? What is the calibre of the horses you offer? The personalized care you give to each client?
Clearly articulating your USP is essential in positioning yourself as the best choice.
You don’t want your clients wondering why they should choose you over another seller—you want them to see the value you bring from the start.
5. Tailoring Your Approach to Different Client Profiles
One of the biggest mistakes you can make in sales is using a one-size-fits-all approach.
Every client is different, and your pitch needs to reflect that. We segment our clients into different profiles based on their needs, goals, and experiences. Some of the standard profiles include:
The Amateur Rider: Focus on the joy of riding and the personal connection they’ll build with the horse. They’re not looking for a return on investment—they’re looking for a companion and a way to enjoy the sport.
The Investor: They’re focused on the financial aspect. They want to know about resale value, competition potential, and long-term gains.
The Professional: This client is all about performance. They’re interested in pedigree, training, and competition history. They need a horse that will help them excel in the show jumping arena.
The more detailed and clear these profiles are in your mind, the more you can customize your approach. A tailored pitch feels personal, relevant, and authentic—and that’s what wins clients over.
6. Segment Your Market for Better Results
Not all clients come from the same background or region, which can significantly influence their expectations and needs. For example, the needs of a South American client are likely to differ from those of a Chinese client based on culture, market conditions, and even the status of the equestrian industry in their country.
Understanding these differences allows you to segment your market and adjust your communication accordingly. Whether you’re dealing with geographical differences, cultural expectations, or industry norms, your ability to customize your pitch to fit your client’s environment is key to closing the deal.
7. Become a Sales Detective: Research, Research, Research
Channel your inner Sherlock Holmes and dive deep into your client’s background.
The more you know about them, the better you can position your offer. Social media, Google, and industry databases are your best friends here. Check their competition history, their stable, and any relevant information that gives you a deeper understanding of who they are and what they might need.
Researching your clients isn’t just about finding basic facts—it’s about uncovering their pain points and identifying opportunities where you can offer value. When you know what they care about, their challenges, and what they value most, you can tailor your pitch to address these areas.
8. Stay Updated on Industry Trends
You can’t be a successful salesperson if you’re not current on the latest trends in show jumping and the broader equestrian world. Stay informed by reading market reports, following industry news, and connecting with experts on LinkedIn or other platforms. The more knowledgeable you are, the more credibility you’ll have with your clients. They want to buy from experts, so make sure you’re always learning and growing.
9. Scripting and Preparing for Pushbacks
Finally, let’s talk about objections. Not every client will be an easy sale, and you will face pushback. Whether they don’t trust platforms, don’t like the team, or aren’t sure about the horse, objections are a natural part of the process. The key is to be prepared.
Create a script that outlines your key points and prepares you for potential objections. When a client pushes back, don’t get defensive—use it as an opportunity to provide more value. Listen to their concerns, and respond with solutions highlighting your benefits. Objections aren’t a roadblock—they’re a chance to show why you’re the right choice.
Conclusion: Research, Preparation, and Personalization Are the Keys to Sales Success
Selling in the show jumping industry requires more than just knowledge of horses—it demands in-depth research, thorough preparation, and the ability to personalize your pitch to each client. By investing time in understanding your clients, refining your pitch, and staying informed about industry trends, you’ll position yourself as an expert and a trusted partner in the buying process.
So, take the time to research, practice your pitch, and focus on providing value at every step of the sale. Your clients will notice the effort, and you’ll be well on your way to closing more deals and building long-lasting relationships in the equestrian world.
