Is Your Hoofcare Business Giving Potential Clients the Impression You Intend?

by John Suttle

Most of our client don’t know how to judge our ability or the quality of our work. They judge our abilities by other factors.

Like a dentist, we don’t know whether they’re good or not until after they’ve worked on us … maybe for several years. We rely on marketing, the recommendation of others and whether we like the person to help us make a choice.

The hoof-care business is similar. We’re not judged by our ability, as much as the client’s perception of our ability.

It’s to our advantage to understand the factors in how a potential client chooses us over someone else … It’s a big part of our reputation … Then to begin designing strategies to create the impressions we want.

[gn_heading]3 factors that Influence perception[/gn_heading]

What people say about us.
The first impression.
How people feel about their experience with us.

[gn_heading]What others say about us[/gn_heading]

People talk, it’s a fact of life … and, they will talk about you.

Will you leave what they say to chance, or give them something to talk about?

We talk about our experiences (the ones we “feel” good about and ones we don’t).

How do people“feel” about their experiences with you? …

Do you understand your client’s concerns and show you care? Do you understand and respect the things that are important to them? How do you show you understand and care?

We identify ourselves with the things we choose to live with. They’re a representation of us. When we leave a mess in the barn, treat a horse badly or talk in a negative way, we’re indirectly dismissing something important to the client. When we enjoy our time with the client and horse … and the client does too, an important part of their life is validated. They feel good.

Our clients talk to their friends … what are they saying about you and your hoofcare business?

People talk about our business and often equate competence with how we make them feel. When a friend has a problem, we want to help. Friends help each other. When we’ve had a good experience with a farrier, and someone we like needs help, we talk about the good experience and advise against the bad ones.

We put a lot of weight on other peoples opinions and experiences.

[gn_heading]First impressions matter[/gn_heading]

Studies of speed dating have shown we decide whether we like someone enough to pursue a date are decided in the first few minutes of the encounter. The same is true for our first appointment with a new client. The appearance of your rig and equipment, your dress, the way you talk and the confidence you exude play a large role in how a potential client assesses your ability and expertise.

These actually have nothing to do with how competent you are, but the impression made is lasting and determines the perceived value of your service and whether you’re called back.

Perceived value is what your service is worth to the client!

[gn_heading]How people “feel” about their experience[/gn_heading]

People like to be listened to, having their feelings and concerns validated. Listening to your clients concerns, asking questions to understand and then exploring the options your business can address shows empathy and instills confidence.

The client’s concern is to avoid or resolve hoofcare problems and most don’t know if they’re making a good decision.

Your role is to exude confidence and empathy, helping them feel good about the choice they’re making. (Of course, you must have the skill to back this up.)

The first impression and how a client feels about their experience with you determine how they talk about you. So pay particular attention to creating the first experience with your new clients.

“Word of Mouth” is one of your most powerful marketing tools!

Most of our clients don’t know how to judge our work, so they judge our ability by how others talk about us, how validated they feel by our understanding of their concerns and their first impression of us.

These are all things we have some control over and the better we address these issues, the stronger and more profitable our business will be.

It’s worth the time to craft the presentation of our business and ourselves so the public sees us as we want to be seen.