When potential clients call, do you tell them that you practice natural horsemanship in your horse training business? If so, you could be making a huge mistake.
I tell my clients to never advertise natural horsemanship for a horse training service. It’s controversial, ambiguous—and confusing to people who just want to see changes in their horses.
Natural horsemanship is like Ferberization. For parents, teachers, child care providers and other professionals in the child-rearing business, Ferber is a divisive area. Some people swear by the method, while others abhor it.
And many of those opinions are based not in fact—no scientific evidence, no research—but in knee-jerk reactions. Natural horsemanship is similar; people react to it based on pre-conceived ideas of what it means, even if their definitions are wrong.
If you advertise natural horsemanship for your horse training business, you’re automatically cutting out a big chunk of potential customers. And for most horse trainers, that is not an appealing result.
Natural Horsemanship is Different for Everyone
My concept of natural horsemanship is likely different from yours. We’ve had different experiences, different teachers, and there really is no right way.
This is a problem in the horse training business because your clients want specifics. They want to know how, exactly, you’re going to teach new things or solve old problems.
If you say, “I will use natural horsemanship techniques to calm your horse down,” do you think the client has any clear expectation of your methods? No. Because “natural horsemanship techniques” can mean a variety of different things.
Giving Clear Information
I’m not telling you to avoid natural horsemanship. I’m not saying natural horsemanship is bad. And I’m not advocating a complete turn-around of your beliefs and methods.
Nothing of the sort.
What I’m saying is that you have to get clear about your horse training methods. You have to communicate to your clients what you will do for them, and in order for communication to occur, both sides must understand.
It’s like a contract. If there is no meeting of the minds between trainer and client, nothing will actually be resolved.
Rather than saying you practice natural horsemanship, break down for the client your methods and approaches to problem horses. What is it that you do, and why does it work?
You might very well be describing natural horsemanship. But its clearer and less controversial, and you’ll capture more clients this way.
You might also like:
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Should Never Say - Horse Trainers:
Red Flags to Avoid - Teaching Students Horsemanship
- Safety Tips for Horse Trainers
- Why Horse Trainers Should Never
Make Guarantees
About the Author: Laura Jane Thompson is the Chief Equestrian Officer of Riding Instructor University and the Feature writer for the horses section at Suite101. She believes that any horse business can succeed provided its owner practices smart strategy.
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