3 Powerful Sales Practices for Equine Business Owners
- Denise Alvarez
- 1d
- 4 min read
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
Have you ever struggled to “sell” your horse business services or products without feeling awkward, pushy, or unsure what to say?
When it comes to sales for your equine business, surprisingly, one of the best illustrations I’ve seen of what not to do — and what works better — comes from the movie The Greatest Showman.
There’s a scene where P.T. Barnum is trying to convince a young man (a little person) to join his circus. At first, Barnum’s pitch is completely self-focused and transactional. He says, “I’m putting together a show and I need a star,” and when the man hesitates, he adds, “They’re going to laugh anyway, kid. You might as well get paid.”
Naturally, the man shuts the door in his face.
But then, Barnum changes his approach.
He stops talking about himself and starts painting a picture of what could be possible.
“I see a soldier — no, a general — riding across the stage with a sword and a gun and the most beautiful uniform ever made. People will come from all over the world. And when they see you, they won’t laugh — they’ll salute.”
The door opens. The young man says yes. Not because of the money, but because of who it meant he would become.
This short scene shows two common mistakes that equine entrepreneurs often make when selling and why they don’t work:
Two Common Sales Mistakes Made by Equine Business Owners
Mistake # 1: Making It About You
Barnum started with his goal: “I need a star.” But your potential client isn’t focused on what your business needs; they’re focused on their own problems, desires, and dreams.
When your marketing or sales copy centers around your credentials, your process, or your need for bookings, it misses the mark. Clients want to know: What’s in it for me?
Mistake # 2: Leaning Too Heavily on Money as a Motivator
“They’re going to laugh anyway — you might as well get paid.”
Yes, money matters. But if your only selling point is price or profit, you’ll attract people who will leave the moment someone offers something cheaper or shinier.
Instead of leading with cost, focus on value. Lean into the transformation, experience, or solution your offer brings.
So how do you shift from ineffective selling to sales that actually connect?
Here are 3 powerful sales practices that equine business owners can apply today:
1. Paint a Picture of What’s Possible
Instead of leading with your process or qualifications, lead with the outcome.
What will change for your client when they work with you? Will they finally get that calm, confident horse in the show ring? Will they capture unforgettable memories with their horse? Will they gain time, peace of mind, or freedom?
Your job isn’t to convince everyone. Your job is to cast a vision so the right people can catch it.
2. Speak Their Language, Not Jargon
Avoid industry jargon or buzzwords. Talk like a human.
If you’re a riding instructor, talk about what it feels like to move up a level with confidence. If you’re an equine photographer, describe the joy of seeing someone’s heart horse on their living room wall.
3. Give a Clear Next Step
Don’t make people guess what to do next. Whether it’s booking a session, applying for a program, or downloading your freebie, tell them what to do and why it matters.
Simple and direct wins every time.
Thankfully, selling doesn’t have to feel uncomfortable. When you focus on connection and serving your audience, you’re not “convincing” anyone. You’re inviting the right people into a vision they already have.
Of course, you'll want to listen to the full episode to dig into each of the insights shared and discover how you can apply each one in your horse business!
Links Mentioned In This Episode
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