Expert Farrier: Perception of Competence and Your Reputation

Have you ever had a client you liked, and thought everything was going well? The horses were going great, you got along and always showed up.  Then, they quit you and went to someone who didn’t do nearly as good a job.  

What happened?  
Why did they switch?

I remember being angry and hurt when that happened… I prided myself on quality. Couldn’t they see the difference between my work and theirs…?  
I didn’t understand… causing this to happen numerous times. So frustrating!!! … I’m sure you know what I mean.

Here’s what I learned:

Most clients and potential clients don’t know how to judge a shoeing, trimming or the quality of service. They judge our ability by different factors.
That blew me away!

But in thinking about it, it makes perfect sense.

They judge our ability to provide quality hoofcare by familiar markers and compare us to other hoofcare services. It’s like shopping for a new truck and choosing one based on brand, shape and color. These have very little to do with how well the truck will meet our needs. But we like it and want it.
We just made an emotional decision buying the truck.  That’s one of the maxims in the marketing world…

We buy with emotion and justify with logic.

How does this work in the equine world?
Our clients are making emotional decisions about what we’re doing for them.  As long as we meet these emotional needs, we’re good … but they don’t really know what we do for their horse.

How can we use it to advantage?

Understanding what they base their hoofcare decisions on, gives us a clue to as to how to present ourselves and our business.

Most of us want to do business with people we know, like and trust.

7 ways to help people “Know, Like and Trust” you

1) We tend to like and trust people with similar values .

Decide who your ideal client is and learn what they value. Seek them out by presenting your message so it speaks to these values. Strive to fill your business with people that fit your ideal client profile.

Most of my clients like to hang out and talk while shoeing. I worked with a high profile financier and tried to engage him the same way. He didn’t like it and we didn’t last. He wanted the horse shod quickly so he could get on with the day. Hoof care was just something that had to be done … like laundry … any one can do it. That wasn’t how I operated. He wasn’t my ideal client and we soon parted ways.

If you’re into detail and want a clientele that has a similar interest, talk and write about the importance of detail and what that means to the horse and client. Write about the evaluation process and tracking changes over time. You’ll attract people with that interest.

2) We have a desire to belong.

Being similar to and doing what a group of friends does is a sign of belonging. What groups do most of your clients associate with? How can you become part of that group too? If your clients like to show, go to their shows … either to watch or work … Same with clubs and organizations. Visit the larger barns periodically and attend their functions. Learn the words and phrases of different riding disciplines, adding them to your vocabulary. Be sure not to dress in the fashion of an opposing group … like wearing a dressage outfit to a cutting horse barn. You’ll stand out as different and questionable.

3) We like doing business with people who are empathetic and understand our situation.

Listening to a customer’s “story” and asking questions to further understand is a sign we care. We need to know how a horse has done between hoofcare appointments to address his changing needs. Asking the client engages them and shows empathy. This can be a serious or fun conversation. Spend time to evaluate and watch the horse go. Answer their questions. Tell them what you see and help them see it too. Compliment them on their progress in understanding their horse.

4) We want to employ a knowledgable, competent, credible business.

Having printed, written material or articles on the internet about hoofcare issues is perceived as a sign of expertise. Think up ten questions your customers have and write the answers as ten articles. Post them on your web site and print them as handouts. Also, list ten questions they should be asking and answer them in articles. These articles help people become better clients and offer the advice they need to make better decisions. Since you offered the information, you become the logical person to ask for more help.

5) We trust people who are confident.

Writing about your subject gives you familiarity and confidence answering questions. Confidence is often interpreted as competence.

6) Have credentials.

Credentials are a sign of ability and expertise. Study for and become certified. You’ll be rewarded with credentials. Display them proudly and talk about the experience of earning them. This in-depth understanding and acknowledgement by peers builds confidence which the client senses and interprets as competence.

7) Composure.

Composure is whether we are relaxed or tense, calm or anxious. Confidence and trust are diminished in people who are tense and anxious. It implies a danger we should be aware of … and we become wary too. Breathing deeply and slowly is a way to relax and calm yourself before meeting with clients. The horses will be easier to work with too.

Our clients don’t know how to judge our ability, so they use these factors to judge our ability to provide expert hoofcare. It’s largely an emotion based decision with the underlying question; “Am I doing the right things to take care of the horse?” And “Will this decision enhance the experience I got the horse for?”

The takeaway;
We can deliberately design our reputation by offering excellent hoofcare and recognizing and meeting our client’s emotional needs.  How well we address these questions, determines who gets the account and what it’s worth to the client. It does little good to be an expert and not be perceived as one!

This is a corner stone for a strong, profitable, Successful Farrier business.

Here’s to your success!