This is the last part in a three-part series. The goal is to help you determine the Definite Major Purpose of your horse business.

Part 1 – Specializing in the Horse Business discussed the value of specializing in the horse business and how your personal passions in life can show you the way toward choosing a specialization.

Part 2 - Saying NO in the Horse Business discussed how to utilize your horse business specialization to combat the most common problem for every professional horseman - learning how to say "No".

Now to the good stuff. Learning to take action is not hard for most people in the horse business. Learning to take action that leads to the improvement of your horse business is what becomes difficult.

What's the difference?

Everyone in the horse business works 24/7 – 365. Taking action is not a problem. However, well fed horses, clean stalls and mowed lawns don't move your business forward. Getting new clients to start coming to you, obtaining higher quality horses to train, mares to breed, clients to board, etc... requires different kinds of action. Two primary tasks produce the right kind of action for your horse business:

1. Get your first move out of the way
2. Cut through the overwhelm

Review
You should have a concrete statement regarding your personal passion.

I am _____________________________

You fill in the blank. I am a coach. I am an educator. I am a researcher. I am a deal maker. Etc. Only you know the answer to this one. Don't think about your horse business and then try to see where you fit in. Determine your personal passion. Only then should you move forward to develop (or transition) your horse business to fit your passion. DMP Part 1 – Specializing in the Horse Business offers concepts aimed at helping you find that one thing you must have to gain fulfillment while your horse business prospers.

So, you know what/who you are. In order to start moving forward, you must also know what/who you are not. Do you have your list of services that your horse business WILL NOT provide? If not, go back and check out DMP Part 2 – Saying NO in the Horse Business and take your time thinking back about all of the projects and charity cases you've taken on in the past. It will help you decide which of those were absolute mistakes and which ones could have been great opportunities.

1. Get Your First Move Out Of The Way
Now we will discuss those projects and charity cases that you took on that weren't necessarily disasters, but that didn't improve your bottom line either. How could those have been different?

Some of those 'projects and charity cases' could have been great marketing opportunities or even great customers. And some others should have been left alone. Getting your first move out of the way is exactly what it sounds like. Now that you are equipped with a specialization and have some ideas regarding saying no, get out there and use them. Most professionals in the horse business will have an opportunity to use this knowledge before they even finish reading this. It seems the phone never stops ringing. However, even if you have to call someone up and visit with them about the direction of your horse business, do it. Get it over with. Your first move with your new approach may be a success. More likely, it will be a disaster. Either way, don't take it personal.  Learn from it, and move on.

So, the next time you are visiting with anyone about anything regarding your horse business, stop and consider one thing.

Can the request be made to fit within my specialty?

Notice that this doesn't read 'Does the request fit my specialty?' because the request almost never fits 'as is'.

Let's look at an example:
You have always been a horse trainer. After DMP Part 1 – Specializing in the Horse Business, you have decided that your personal passion statement is - I am an educator. So, your specialty is now coaching. Decisions you have made have placed you in the horse business, and you have enjoyed it.  But you thrive on your interactions with your customers when they come try a horse, pick their horse up, get an appraisal or evaluation on a horse, ask for a lesson, etc. You are passionate about the education and instruction of people in regards to their horses.

One day, a new customer arrives and requests that you train their horse for reining. Well, that almost fits. You train reining horses, and you have decided to require a minimum stay, and they are fine with that.

But, you have decided you are a coach. Now what? Well, ask them if they will ever show the animal. If so, suggest that they schedule a ride at least once a month to see how their horse is progressing, understand where it is in the training process, and learn the cues for their particular horse.

Do you think any trainer has ever shown that much interest in their horse or in them? Nope.

You have made this request to fit within your personal passion. How has it impacted you and your horse business?

• Increases bottom line by adding at least a lesson per month (maybe more)
• Increased communication cuts down on misunderstandings
• Increased communication almost eliminates non-payment
• Monthly in-person visits create an "I'll wait until I'm there" atmosphere for questions which will free up your always-ringing telephone
• Your personal fulfillment increases because you get to coach as part of your business.
• You develop a relationship that results in more months per horse
• You develop a relationship that results in word-of-mouth advertising

If you happen to fit this example, you may also look into the youth market. We need educated horse professionals guiding the youth. They need a great business to help them succeed. Check out these sites if you want to help:

• 4-H Horse Project Leadership Resources: This is a Canadian Web site, but has great reference material for any location.
• NRHyA-Programs for Youth Reining Horse Competitors: This is Web site is dedicated to the youth of NRHA. Great information to know when preparing your students.
• AQHyA-Programs for Quarter Horse Competitors: This is Web site is dedicated to the youth of AQHA. Click 'Activities' to get great information for preparing your students that compete in AQHA shows.

So remember your specialty and ask yourself - Can the request be made to fit within my specialty?

2. Cut Through The Overwhelm
When people think about changing their horse business, they focus on the long term. That is good. But stop. It is fantastic to have vision. Prolific horse businesses are almost always backed by an individual with a concrete and focused long-term vision. That's exactly what your Definite Major Purpose will end up being. However, it can be overwhelming if you focus only on that vision at this stage in the process. You may also feel like you are being arrogant to think you are the best at 'such and such'.

Focus only on the next action.

You want your clients to perceive you as the very best colt starter, or yearling producer, or boarding stable, etc. That by itself can seem daunting. That is why you focus only on the next action.

Side note: You should always be working at being better. That is what the best do. They aren't all of a sudden the best.

They are the best at always improving.

So, get off your rear and go learn from the best. If you have already done it, do it again. If you have never done it, go do it now, before you do anything else.

Feel free to give us a call here at RanchForeman – 210.222.8200. We'll help get you started.

Now that the tough love is over, let's move on.

Smiles are contagious.  If you are a boarding facility, you don't need to worry about keeping every boarder smiling and helping each other. You need to greet every client with a smile when they arrive. That's it. That is your next action. If you are not there, instruct your barn manager to do it. If you, or your barn manager, are busy when a customer arrives, wave and shout a hello to them. Does this sound silly? Maybe. Does it promote a friendly, and therefore, helpful atmosphere? Definitely.

And it only takes a couple of seconds. It costs you nothing. It prepares the way for your next action. Remember: Always Improving.

What is your next action? Now you have clients that greet each other upon arrival. This may have taken a week. It may have taken three years. But now the atmosphere is friendly and constructive.

Host an amateur seminar. A five minute informal get together where Customer 1 tells everyone else why they have a horse, what they do with it, and what their plans are going forward. This is another effort that costs nothing. However, the accountability will influence your clients to become more involved with their animals. They will also become more invested in your facility. It is a fantastic exercise. So what's next?

A professional clinic. This may, or may not, cost you money. Get creative to get a good clinician to your facility. If it boils down to cost, DON'T SKIMP. You get what you pay for. Now that you have relationships developed with your clients, they know that as well. You can ask them who they want to come to the barn to give the clinic. And inform them of the cost. Important: Do your homework before you turn over your planning to your clients. Don't just ask open ended questions. Give your clients choices. (Clinician 1 for $100/attendant or Clinician 2 for $150/attendant) That is why you don't start with this step. Many boarding facilities try to skip straight to this step.  And wonder why no one shows up.  Or why their business did not improve as a result.  Or worse, they go in the hole.

Keep your next-action steps simple. Focus only on your next action.

Conclusion
This was the last part in a three-part series that discussed determining the Definite Major Purpose for your horse business. So, if you haven't already, write down your Definite Major Purpose. Off the top of your head, write down the first draft of your Definite Major Purpose.

Seriously, stop reading and write it down, now.

Is it definite? Is it something specific that anyone would understand?

Write the second draft and be more specific.

Does it excite you when you read it? Now that your Definite Major Purpose actually is definite, does it inspire you? Does it create a burning desire within you? If it doesn't, try again.

It should be inspiring, concrete and personal. You should be able to envision it in your head. Ask any successful business person, or, most notably, professional athletes if it is important to envision success. When you see it in your head, you make a connection with that image. Soon, your actions reflect that image. Then, the image becomes reality.

Further Reading:

• Specializing in the Horse Business: Definite Major Purpose Part 1
• Saying NO in the Horse Business: Definite Major Purpose Part 2
• Series Wrap-Up: Definite Major Purpose