"It was a fantastic informal setting at the House Pasture in Concan. We dove right in and everyone seemed excited and eager to get started developing their respective Social media strategies.", seminar leader, James O'Brien said.

The main idea taken from the seminar - Social Media is the words, photographs and videos that users distribute. Facebook is not Social Media, but a way to distribute Social Media.

If you missed the seminar and would like the resource that everyone received, just click on the download icon above. You may also Click Here to get the presentation outline. It is specific to Frio River area property owner content. However, the general processes apply across any industry.

RanchForeman offers innovative services to horse professionals in order to position their horse business to succeed in the industry.

Improving your horse business is our number one priority, so our innovative services include both online and offline efforts. Our focus lies in three primary areas:

1.Public Relations
2.Print and Advertising
3.Internet

This paper will focus on the third area, the Internet. Yes, we develop online presences for horse businesses. And we charge for it because we're damn good at it. However, we understand that you may not have the budget to hire professionals and/or you may just like to do it yourself.

So, we've decided to develop resources that walk you through certain areas of business improvement and make them available to you in the Horse Articles area of RanchForeman.com.

Developing an online presence for your horse business is an ongoing process that will locate prospective clients, make them accessible, and generate additional sources of revenue. Your efforts should eventually lead to a custom domain and interactive website. However, getting started right now is what is most important.

Here is an excerpt from our first downloadable horse business resource:

The keywords you target during your efforts online impact the success of those online efforts more than you know. Be the tortoise more so than the hare while you are choosing your targeted keywords.

Wait a second... What exactly are keywords anyway? A keyword is a term that captures the essence of a topic. Common words (a, an, the) and conjunctions (and, or, but) are not treated as keywords. In short, a keyword is what your prospective client enters into Google in order to be sent to your Web site. A keyword phrase is more applicable for the types of sites you will be creating. A keyword phrase is simply a couple of keywords grouped together to convey a more specific concept like performance ranch horse gelding.

Get online and go to this link: https://adwords.google.com/select/KeywordToolExternal

Go to the link above and enter a keyword phrase that corresponds to how you believe people will find your website. Then, click on the header link that begins with Local Search Volume: and sort the list.

Be patient when finalizing your target keyword phrases. Here are the 2 Myths You MUST Understand BEFORE You Finalize Your Keywords. Continue

Ask. That's all there is to it. Most successful people in the horse business would welcome your questions anytime. One of the reasons they are successful is the fact that they understand how important relationships are in the horse business. Remember, though that there are jerks in the equine industry as there are in any industry. If you get blown off, don't take it personally.

We recommend going one step further than asking - Take the road trip.

Before you head out, you should complete the Definite Major Purpose for your Horse Business Series and read through the How-To on Developing Strategies in the Horse Business. If nothing else, this will be a great way for you to really get to know your horse business and share what you are doing with a fellow horse business professional. So go on and get out there.

Here's why you need to go:

• You Need a Day Off
• It Will Be Fun
• Develop the Champion's Mindset
• Important to Learn From Others' Mistakes
• More Important to Learn From Their Successes

You Need A Day Off... Plus, It'll Be Fun
The work load that comes from owning, or operating, a horse business is brutal. Weekends mean absolutely nothing. In fact, weekends are usually more busy than the week days. And holidays, forget it. Horses still have to eat. The responsibilities never go away, but you already know this.

So, take a day off. You deserve it. And if you can't stand the thought of not working on your horse business, find peace in the fact that this trip will probably benefit your business more than anything else you could possibly have done on those days you were gone.

Besides, it will be fun.

Chance to Develop the Champion's Mindset
First of all, what is the Champion's Mindset?

In a nutshell, it's humility. But, it's also confidence.

How do these two personality characteristics co-exist?

Both confidence and humility can be difficult characteristics to develop. Many horse business professionals view confidence as arrogance and humility as weakness. The key is to know when to draw on your confidence and when to draw on your humility.

If you are a trainer, you have to believe that there is no one better than you when you enter the show pen – Confidence. However, when you are not in the show pen, you have to believe that you can learn something from anybody - Humility.

This example holds true across all niches that exist within the horse industry. Your professional environment requires you to believe you are the best. When you are in social situations or within someone else's professional environment, it is imperative that you draw upon your humility.

Champions are passionate about what they do. That is where their confidence comes from. Their devotion to their particular corner of the horse business demands sacrifice. Training and education required to be successful as a horse business professional takes time. Devotion demands sacrifice. Training and education demands time. That Sacrifice and time results in preparation. Preparation for almost anything.

And that.... results in confidence.

Humility, on the other hand is a character trait that you have to decide to embrace. Or, go through some horrible life situations, but no one is going to plan on that. The point is, the more a true Champion knows, the more they realize they need to learn. They have a humble nature. Who knows whether it's natural or something they work to achieve. The only thing that matters is that humility exists in the best horse business professionals.

Why does this confidence and humility stuff even matter?

People tend to like people who are like them. No one wants to help a know-it-all, and people who have worked as hard as you have to work to get to the top of any niche in the horse business are not going to help you if you don't have a burning passion for what you are already working hard to achieve.

Focus on your Definite Major Purpose for your Horse Business and take action on the strategy you developed for your horse business

“I thought I was supposed to take the day off,” you say.

You are... when the time is right.

Focusing on your Definite Major Purpose for your Horse Business and taking action on the strategy you developed for your horse business will accomplish two very important things:

• Improve your horse business enough to actually benefit from the knowledge of a Horse Business Super Star

• Locate you in the same places as your Horse Business Super Star where you can make an introduction

If you were just introduced to a basketball and have never even seen a hoop, you have no business asking Micheal Jordan for basketball tips. It will waste his time and yours. Your business may be that far behind the equine professional you want to visit.

That brings us to being in the same places as your Horse Business Super Star. They are there for a reason. You should be, too. Even if you weren't trying to get acquainted with a particular horse professional, emulating their professional activities will help you accomplish your strategy for your horse business.

However, you are going to introduce yourself. You have nothing to prove, so relax. Just ask them how their trip was, how their show is going, learn about a horse they have, etc. They'll be interested in your activities as well so be ready to share the Definite Major Purpose for your horse business. Don't lay a pitch on them, they don't want to hear it. Just be specific when telling them what you do. Who knows, an invitation to their place may result in this very first meeting, but don't push it. You just want to make an introduction. Now, they have met you and they know you are working to make it in the horse business.

That process will prepare you for success. While you are taking action to improve your horse business, you should start to get someone in mind who you wish to Your preparation will lead you to confidence. Now, you're ready to find a horse business mentor.

Important to Learn From Others' Mistakes

Your horse business has purpose, a great strategy and your confidence is running high. Your Horse Business Super Star has witnessed your work on your business. It's time to shatter that confidence.

What!?!?

Well, keep the confidence, but bring in the humility because it's time to take your much needed day off. The first step to getting good advice from someone is knowing that you're in need of some good advice. That's where the humility comes in. Almost any prolific horse business person will be more than happy to help out someone they know is working hard on and is passionate about their horse business.

Relax and let that passion through when you ask your Horse Business Super Star if you could come by and visit some time. Schedule a time. Be honest about your intentions and flexible with your time. Most professionals are extremely busy. If you drop by, you will benefit ZERO. They won't have time for you. Stop them at the next event, conference, show, rodeo, etc. or just give them a call. But, schedule an appointment. They will be glad to hear that you admire their success and that you want to make your business more successful.

Well, you're headed to your destination, now what?

Make a list of things you'd like to be sure and remember to ask. When you are leaving just glance over it to make sure you covered everything. Don't check it all the time. This is not an interview. This is a social call. Build the relationship.

Here are a couple to get you started:

• What have you learned the hard way?
• What would you not do again?
• Most recent mistake you've made?
• When they were at your level, what would they have done differently?

More Important to Learn From Their Successes
“What did you do wrong?” questions are good questions, but they should not be the focus of your visit. Being consistently positive is a very common characteristic among the greats. Capitalize on that and try to emulate that. Here are a couple of quick start questions to ask that will help you start wrapping your brain around the difference between the good horse businesses and the Great horse businesses:

• How do you handle a client that had a bad experience with a horse?
• What would you consider to be your specialty?
• How do you use technology?
• How do you promote or advertise?

Conclusion
The questions listed above are starting points and could apply to almost any niche within the horse industry. Your niche will undoubtedly have more specific questions you could ask. Use these general questions to get things started. Pull from the information your Horse Business Super Star provides in order to drill down into more specific territory. You want to get more specific regarding your niche and even more specific regarding your particular horse business.

Remember to always be honest with your intentions, flexible with your time, gracious for their time, interested in their advice and generous with anything you can provide in return. The day you can provide your horse business super star with value in return is the day your horse business starts to get put on the map.

Congratulations! You have started a very valuable relationship.

The SWOT analysis for your horse business will help you focus on the big picture. The most important factors that influence survival and prosperity lie in the ability to periodically take a step back from everything. SWOT allows you to do that and layout a plan for implementing your Next Action Steps.

Now, please step away from the horse business. Try to be as objective as you can during this exercise. Get a view for the big picture by following this four step process:

1. List Horse Business Strengths - Positive Factors 'Inside' your Horse Business
2. List Horse Business Weaknesses - Negative Factors 'Inside' your Horse Business
3. List Horse Business Opportunities - Positive Factors 'Outside' your Horse Business
4. List Horse Business Threats - Negative Factors 'Outside' your Horse Business

Then, you'll take your SWOT lists and develop a strategy. Don't worry, we're not going anywhere and it will be easier than you think.

Review
The Next-Action-Steps mentioned above were discussed in Part 3 of the Definite Major Purpose Series - How to Take Action in the Horse Business. They are pretty self explanatory, but if you haven't read the series, you should definitely check it out before continuing.

Here is a great graphical representation of a SWOT analysis. As you can see, Strengths are those things within your organization that benefit your horse business. You have control over Strengths.

You also have control over Weaknesses. Weaknesses are the things within your horse business that have a negative effect on operations, employees, your bottom line, etc.

Opportunities are positive factors outside of your horse business that you do not control. These opportunities should be compared to your Strengths and Weaknesses in order to allow the horse business to benefit from them.

Threats, like Opportunities, are outside your horse business in an external environment. You don't have control over Threats, although they are a vital part of the SWOT exercise. Threats will show you the skills, training, people, etc. you will need to stay competitive.

List Horse Business Strengths
As stated above, Strengths are assets your horse business possesses. You have control over Strengths and a couple of examples are your skills and the location of your horse business. We won't list too many here in order to allow you to determine those Strengths that are most relevant to your particular horse business.

Right now, write down 5 Strengths that are unique to your horse business. If you can't get 5 that are unique, that's OK. Include some strengths that other horse businesses benefit from that your horse business also benefits from. The main thing is to write down at least 5 Strengths now.

2. List Horse Business Weaknesses
Weaknesses are always tough. Not because there aren't any ;), but because horse business owners are so far inside the box that it becomes difficult for them to see true Weaknesses. This is sometimes true for Strengths as well since both of these factors are internal environment factors. It will require some thick skin, but before you start writing, visit with your current clients and colleagues about the Weaknesses of your horse business. Ask them about it's Strengths as well so the medicine will be a little easier to swallow.

Now, revise your list of Strengths if necessary and write down at least 5 Weaknesses. Sometimes it helps to think back to a relationship, business deal, etc. that went bad. What happened? Give yourself some tough love and find your Weakness that caused the problem.

3. List Horse Business Opportunities
Well, you've covered the inside. Now, let's move to the outside. Opportunities exist in the external environment of your horse business. Some will arise from time to time that are very similar. Some opportunities will always be available due to particular characteristics of the equine industry. And sometimes they are fleeting – if you don't seize them, they're gone forever.

Always be watching. For now, though, write down 5. What are the 5 most realistic and prospectively beneficial opportunities that exist outside your horse business right now? Right them down.

4. List Horse Business Threats
Threats, also outside of your control, seem to consume most of our time. So it probably will not be too difficult listing 5 Threats to your horse business. However, what's important to remember about Threats is that they can monopolize your time. They scream for a response. Do not focus on Threats. Be aware of potential threats in order to manage them and minimize their effect on your horse business – not to eliminate them.

Write down 5 Threats to your horse business. Remember, these are external to your horse business. A bad employee is a Weakness, not a Threat.

Strategy
Managing Threats was briefly mentioned in 4. List Horse Business Threats. How can you accomplish threat management?

This is the key to an effective SWOT analysis – using the information. The information you gathered in your lists is completely useless if you don't put it to work. The following diagram illustrates the relationships within your SWOT analysis that make it possible for you to:

1. Make the most of your Strengths
2. 2.Circumvent your Weaknesses
3. 3.Capitalize on Opportunities
4. 4.Manage Threats

Strategies for improving your horse business will now start to magically appear. Write down the answer to these questions and then start taking action. Here we go:

What can you do tomorrow that will...

1. Use your strengths to maximize your opportunities
2. Minimize your weaknesses by taking advantage of your opportunities
3. Use your strengths to minimize threats
4. Minimize weaknesses by avoiding threats

Developing strategies that you can take action on is the most important part of a SWOT analysis. Take your time to develop good strategies for each of the above four questions. Then break them down into Next Action Steps as discussed in Part 3 of the Definite Major Purpose Series. As always, comment below if you have any questions or comments about this post.

Sound Ridiculous? Or Familiar?

Businesses don't have the luxury of knowing everything that is coming their way. They have to be like the calf roping horse. Businesses must exude calm confidence while always remaining aware. When they move, they must move quickly. Businesses also have to know when enough is enough and when to back off.

How?

Successful businesses know why they are in business. They have a purpose. Your Horse Business is no different. Your Horse Business needs a Definite Major Purpose (DMP).

Having purpose will result in you enjoying more personal fulfillment. Having a focus for your business will result in more profitability. Here are the three parts to the series:

1. Specializing in the Horse Business: Definite Major Purpose Part 1
2. Saying NO in the Horse Business: Definite Major Purpose Part 2
3. How to Take Action in the Horse Business: Definite Major Purpose Part 3

Now it is time for you to get a hard copy of the Definite Major Purpose for your Horse Business. Take a sheet of paper and write it down right now. You can always revise. In fact, you should revise the Definite Major Purpose for your Horse Business often.

Things to note while writing your Definite Major Purpose:

• It should be a burning desire. If you have to remind yourself to think about it each day, then it's not it. If the Definite Major Purpose for your horse business does not excite you, you won't do what it takes to achieve it.
• Picturing your horse business accomplishing its purpose actually makes it happen. So, take your time and go through the proper steps to develop a good one.
• Philosophies, like Improve the reputation of the horse industry, are great but your Definite Major Purpose should be achievable. Spend some time thinking about HOW you will improve the reputation of the horse industry. When you achieve your DMP, update it.

If you haven't yet read the series, here are all three parts:

1. Specializing in the Horse Business: Definite Major Purpose Part 1
2. Saying NO in the Horse Business: Definite Major Purpose Part 2
3. How to Take Action in the Horse Business: Definite Major Purpose Part 3

If you have, then get started writing down the Definite Major Purpose of your Horse Business.

Leave a comment below if you have questions, critiques or just want to tell us what your DMP is. The exposure will be good for your horse business Web site.

Related Reading: Develop Effective Strategies in the 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

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 3 – Taking Action the Right Way in the Horse Business will discuss how to integrate Parts 1 and 2 into your horse business in an effort to provide you more daily fulfillment and more profitability.

Let's get started. How do you capitalize on your newly declared specialty that you determined in Specializing in the Horse Business? You have to learn to say NO. One of the most difficult, and most common issues professionals in the horse business face is the issue of being able to tell someone No.

Do you really need to say No?

Every horse professional longs for two things: More down time and more profit. If you fit in that category, then, Yes, you need to learn to say No.

Saying No is an art. That's why most people don't do it... and others are thought of as jerks ;) . Well, it shouldn't be that way. Here's the three step process to saying No and living to tell about it:

1. Know Why you Should Say No
2. Train Yourself to Say No
3. Train Your Clients to Like No

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 one that can say No. 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.

1. Know Why you Should Say No
Saying No is not about what you don't want to do. It's about providing your clients with the best possible value you can provide.

You do need a list of things you don't do – What you are not. Part 1 helped you decide what you are. In the next step, you will have to determine what you are not. However, the list you come up with is for finding the real value your horse business provides. If you don't enjoy doing something, you will not do a very good job. Customer focused businesses always succeed. Money focused businesses succeed while draining the owner, or they fail.

To illustrate the concept of finding value, consider a professional trainer that starts two year old horses. This trainer is passionate about instructing and progressing young horses. However, this trainer has decided that one of the things he/she will not do is take a horse for only thirty days.

What is the first thing that has to happen?

This horse trainer better be good. And always working on improving their skill.

Side note: You should always be working at being better. That's 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've already done it, do it again. If you've 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 we have that behind us, let's revisit our colt trainer example. A thirty day started two year old has no habits. Yes, a good trainer should have them catching the correct leads, guiding properly, stopping, and maybe crossing over a little bit in a spin. But, there are no habits formed. An owner would rarely be able to replicate the results that the trainer was getting - even if they continued to ride the colt regularly. However, a ninety-day colt, though still quite green, has some habits. An owner could take this colt and get some, if not all, of the same responses as a good trainer. The ninety-day colt is also much more marketable for the same reasons. In today's market, putting $700 into a colt with no marketable pedigree yields you a colt worth about what you have invested. That's a very poor return on investment. Putting $2,100 into the same colt yields a horse worth at least $3,000 – probably more depending upon the trainer.

So, finding value for yourself and your client is the number one reason you have to learn to say no.

2. Train Yourself to Say NO
Part 1 – Specializing in the Horse Business dealt with your passion - Those things that bring you fulfillment - What you are. In order to learn how to say no, we're now going to focus on the other side of the coin - Those things that do not bring you fulfillment - What you are not. Ask yourself these questions to get started:

• What do you dislike doing?
• What do you refuse to do?
• What misunderstandings do people have regarding you and your business?
• What would you change about your personal life?
• What would you change about your horse business?

The third question - What misunderstandings do people have about you and your horse business? - is the best place to start. Ask your current clients what they think you do. Ask them what they tell other people about you and your horse business. You may be surprised by their answer.

Compose a list from some of the things listed above as well as activities drawn from the brief conversation you have had with your clients. Read the list over and over again. You'll start to see where you provide value and where you don't. You'll see the value for your horse business and you will see the value for your clients.

You want to focus on the areas of your horse business where those two value areas intersect – where value exists for both your horse business as well as your clients.

It's no accident that the intersect area in the graphic above is green. That's the color of money and that intersection is where most of it will be found.

Now you know your specialty (A). You know what you are not (B).

Sticking with A and B transforms saying No. You can say No by simply saying Yes to your specialty. Every person you inform about your specialty becomes a customer, or they become a spokesman. No one has ever told me about a professional that does lessons, boards horses, trains horses, has clinics, raises horses, breeds horses, hauls horses and shows horses. But plenty have told me about a damn good cutting horse trainer, or the finest full care boarding facility, or top of the line colt starter. You are now that horse business.

Why?

• You refer clients when you know they aren't the best for what that client needs.
• You always work to improve your specialty and inform prospective clients of that specialty.
• You focus on work that is challenging, but inspiring, so as not to burn out.
• You eliminate work that does not fit the Definite Major Purpose of your horse business.

Train yourself to say No by implementing those four elements.

3. Train Your Clients to Enjoy 'No'
Training yourself to say No only goes so far. The next step is to actually do it. Acting like you're too good to perform a certain task is a great way to put yourself out of business. However, if you are asked point blank if you will put the first thirty days on a colt and you have decided not to do that, don't you dare start doing it again.

So what do you do?

Saying "No" isn't so much about actually saying the word as it is about being aware of the specific services you provide and then creating an environment that incentivises your prospective clients to use those services.

Finding value has been the topic thus far. Now let's consider presenting value. People want to get the best deal they can get. That's never going to change. So, don't tell your customer flat out that you won't do it just because they are watching their bottom line. Truth is, you are about to help out their bottom line.

Let's revisit the example from earlier about our horse trainer who excelled at starting young horses. Now, you are that trainer. Tell your customer that you would love to start their colt, but you require a ninety day minimum. Thirty day colts simply aren't far enough along for most people to continue using. Also, let's say you charge $700/month. You can tell your client that when they put $700 dollars into a colts first thirty days, that colt ( unless it's a well bred prospect ) will be worth about whatever they have invested in the colt up to this point in this down market – if they're lucky. But, if the horse owner puts $2,100 into that same colt, that colt is now worth $4,000 - $5,000.

There is one catch to all of this. You better be presenting value and not B.S. If you take in a colt for ninety days, you had better hand back a colt worth $4,000 at least. This notion of always improving your services and being the best at your specific niche will be covered in more detail later on. It relates very closely to the Sidenote above, but we will publish some help with this topic as well on a later date.

So, what have you done here? You have essentially turned down a "break-my-colt-in-thirty-days" gig. Your prospective client can do two things:

1. Decide not to spend the money and leave.
2. Hire you for ninety days instead of thirty days.

If option (1) occurs be sure to ask them why. Do not be pushy, just curious. Here's why...

If they simply "Don't want to spend the money", Option (1) results in having someone out in the 'wild' telling people you put the first ninety days on horses rather than "you break colts". It also frees up your time to work horses that are probably better than one whose owner doesn't want to spend an extra $1,400 on. Either way it's good for your fulfillment and the bottom line of your horse business.

There is a negative possibility, though. They may not think your service is worth the money. This is why you asked "Why?" in the first place. If this is the case, you had better get off your rear and go learn more about the niche you have picked out. Specializing and saying no carry a greater responsibility - you have to always be seeking to be the best in your niche.

Being true to the four elements of 'Training Yourself to Say No' will always result in more satisfied clients when you present value first.

• Your client will have more confidence in a trainer specifically focused on their niche.
• Your client will want the newest knowledge from a trainer that is always improving.
• Your client will know exactly what you do and so it's easy for them to tell others.
• Your client will know if they have a need that you can't fulfill, you'll let them know who can.

Train your clients to enjoy No by implementing those four elements.

Conclusion
This exercise is more conceptual than it is motivational. In other words, get your list together of things that you want your horse business to exclude. If you feel like you are already on the road to being an expert in your niche, then by all means, start saying no. However, if you're following this series in an effort to transform your horse business, or start a horse business, then hold off on actually saying no for now. Read Part 3 Link and then go from there.

The action to be taken right now is to understand exactly what your horse business WILL NOT provide. The example above deals with a trainer. Your horse business may be vastly different from a trainer, but there are still misunderstandings that may exist between you and the public, and there are still mundane tasks that you should not be doing. These tasks steal time from you that should be spent doing the things you enjoy, that you can become known for, that actually make you more money.

Further Reading:

• Specializing in the Horse Business: Definite Major Purpose Part 1
• How to Take Action in the Horse Business: Definite Major Purpose Part 3

Part 2 will discuss how to say No in the horse business. Knowing what you are not is a vital part of your Definite Major Purpose.

Part 3 will discuss the right way to take action in the horse business. Having this information is useless if you don't start taking action now.

So let's get started. Part 1 discusses what successful ( a.k.a. profitable ) equine professionals already know - You have to specialize in order to excel. However, you don't have to be the best NCHA cutting horse trainer to operate a more profitable horse business. You don't have to have the most famous stallion station in order to operate a profitable horse business. But, you do have to find a niche. You need to be known for something. Anything. So how do you decide on what that one thing is?

Passion
How do you know what to specialize in? The part that makes you want to get up in the morning. That passion within that only you know about right now. That's it. And pretty soon, everybody is going to know about it.

First, forget about the horse business! Of course you have a passion for horses. Why else would you be here? However, the first step to defining your major purpose is to determine your primary passion that brings you fulfillment.

This primary passion is not your family. It is not your horses. It is not your home. Your primary passion is what makes you, YOU.

Now, imagine meeting someone new. What do you wish they would ask you about? What would they have to bring up in order for you to actually enjoy a conversation with a complete stranger? Read through the following starter questions:

• Would you teach me how to do activity X?
• Can you help me promote product X?
• How can I improve the environment?
• How can I structure a deal with business X?
• How can I sale product X?
• Would you like to learn X?
• Could you look over these numbers for me?

One of these may be dead on for you. Or, they may all miss you by one hundred miles. Either way, you can now start to wrap your brain around determining your primary passion in life. Try coming up with some of these questions on your own. You may be an educator, a student, a number cruncher, a promoter, a deal-maker, an entrepreneur, etc.

Remember that experience levels Do Not matter. If you are not yet in the horse business, that's OK. In fact, it's perfect. You're starting with a blank slate and don't have to worry yourself with the paralysis of routine. Reflect upon the things you enjoy and determine what it is about your personality that makes you enjoy those things.

Many of us have been so entrenched in the horse business for so long, we don't really know what we're passionate about... Aside from trying to scratch a living out of the horse industry. That's OK. Think back until you can remember not having horses, or not having to make a living with them. What were you passionate about then?

Now, let's slowly start thinking about the horses in your life again. Look deep within and determine what brings you the most fulfillment when carrying out the responsibilities involved in your horse business.

Two Examples to Help You Get Started
Two reining horse trainers ride 15 head a day. Every day. Maybe not Sunday, but the point is they work hard for their dollar and are consumed by their horse training business. Let's also say they are both starting two-year-olds and then riding them into their three-year-old year.

Trainer 1 finds a great deal of satisfaction on days 1-120. After thoughtful preparation and a consistent routine, Trainer 1 guides the colt to execute a new maneuver. The colt picks it up on the first try and Trainer 1's heart sings.

Trainer 1 is a teacher.

Many trainers are introverts who work magic in private and struggle with the spotlight. That means nothing in regards to success. It means everything in regards to Trainer 1's fulfillment.

Trainer 2 finds a great deal of satisfaction on days 300-420. Now that the proper foundation finally exists on Trainer 2's colt, Trainer two starts adding some polish. Trainer 2 hauls the colt to a paid work and guides it through a make shift pattern. During that second turn-around Trainer 2 bumps the colt past the speed it's comfortable with and the colt just sails around that last spin beautifully.

Trainer 2's heart sings.

Trainer 2 is a closer. (this is a baseball reference so click here if you're not familiar with this term)

Many trainers excel in high pressure situations. Maybe Trainer 2 is actually a showman. Enjoying the spotlight isn't a sign of success either, but it is definitely a sign of what's required for Trainer 2's fulfillment.

Conclusion
Your role in the equine industry is not even close to as important as your personal role within your horse business. Determine your primary passion. The diversity of the equine industry can find room for any burning desire you may have. Ultimately, it will lead to two things:

• A more enjoyable horse business
• A more profitable horse business

What personal passion in your life brings you the most fulfillment? Write some down and Be Specific.

OK, now you have this dreamland idea of what your horse business could be and you're probably pretty skeptical about actually getting there. Well, the difference between you and everyone else is that you are taking steps to get there. And the next step is Part 2: How to Say No in the Horse Business. Focusing on horse business tasks that are relevant to your passion generates energy within your horse business and revenue streams for your bank account.

Continue: Saying No in the Horse Business: Definite Major Purpose Part 2

• Saying No in the Horse Business
• How to Take Action in the Horse Business