Learn to Close Sales In Your Equine Business Without the Cringe With Sausha Davis
- Denise Alvarez
- 31 minutes ago
- 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!
Let’s be honest, sales can feel awkward.
Even when you believe in your horse business, it’s easy to second-guess yourself when it’s time to ask for the sale. You don’t want to sound pushy. You don’t want to feel sleazy. And you definitely don’t want to be “that person” flooding social media with desperate promotions.
That’s exactly why I brought Sausha Davis onto the podcast.
With nearly two decades of experience in sales across both corporate and entrepreneurial settings, Sausha is a powerhouse when it comes to simplifying and strengthening the way business owners sell.
As the founder of Sales Mama, she brings a dual-lens approach—coaching solo entrepreneurs aiming for six- and seven-figure growth, while also consulting for multi-million-dollar companies on sales team performance, closing calls, and conversion strategies.
Her unique blend of psychology-based sales techniques, real-world ranch and horse-world understanding, and down-to-earth delivery makes her a trusted guide for equestrian entrepreneurs ready to ditch pushy sales tactics and confidently grow their revenue.
Here are the biggest takeaways from our conversation.
5 Practical Strategies to Close Sales In Your Equine Business Without the Cringe
1. Learn to Speak to Buyer Personalities
Too often, we only focus on what we’re selling and who we’re selling to — but not how they need to hear it.
Sausha teaches a personality-based approach to sales, drawing from sales psychology and frameworks like GEMS. She breaks it down into four key buyer personalities:
Ruby: bold, direct, and ROI-focused
Emerald: logical, data-driven, and precise
Pearl: heart-led, service-minded, and deeply relational (many horse people fall into this group)
Sapphire: energetic, visionary, and easily bored
When you know who you’re talking to, you can frame your offer in a way that resonates. For example, if you’re selling a clinic and your buyer is a Pearl, talk about how it will deepen their connection with their horse. If they’re a Sapphire, highlight the fun, community, and excitement.
2. Simplify and Clarify Your Messaging
According to Sausha, confusion kills conversion. If your website or offer is unclear or trying to speak to too many people at once, you’ll lose the sale.
She recommends:
Writing copy at a fifth-grade reading level
Being specific about who your offer is for
Making the next step painfully obvious
Bold or highlight key actions so skimmers don’t miss them
You don’t need fancy funnels; you need clarity and direction.
3. Create Systems for Monthly Revenue
Most equine businesses are stuck in old-school transactional models — cash for a lesson, handshake at the trailer, etc. Sausha encourages equestrian entrepreneurs to build sustainable, recurring revenue streams.
Some practical ways to do this:
Turn lessons into a monthly membership model
Offer a digital product or resource
Create a newsletter to build community and brand loyalty
Your business deserves the same professionalism and automation other industries use. This isn’t about losing the heart of your business. It’s about building the systems to protect it.
4. Practice Selling Like a Pro (Yes, Roleplay!)
Sausha is a big believer in roleplaying your sales conversations, even if it’s just you and a mirror.
Practice your pitch. Learn your script. Anticipate objections (like price, time, or doubt) and rehearse your responses. The more you practice, the more natural and confident you’ll become.
No, this isn’t awkward. It’s preparation. As Sausha says, “Practice every day, and when you show up for the big game, it’ll just roll off your tongue.”
5. Redefine Sales as a Service
Finally, and most importantly: Sales is not about being pushy or manipulative. Sales is about solving a problem.
You have something that can help someone — whether it’s a horse trainer, a supplement, a photo session, or a community. That moment of offering help is the moment a sale is made.
When you show up with a mindset of service, you shift the entire energy of your sales process.
So if you’ve ever felt awkward about selling, take these five strategies to heart. You don’t have to change who you are to succeed in sales. But you do need to change how you communicate.
And when you do? You’ll be surprised by how much easier it feels to close sales in your equine business. Without the cringe.
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
3 Powerful Sales Practices for Equine Entrepreneurs [Episode 202]
Miracle Morning by Hal Elrod
The Big Leap by Gay Hendrix
The Law of Attraction by Esther Hicks and Jerry Hicks
Take the Reins: 1:1 Business Coaching for Equestrian Entrepreneurs
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