By: Ron Anderson
Meetings. People that work in the real world (outside the horse business) are always arranging or attending meetings. They don’t seem to like meetings, but obviously it’s a necessity of their employment.
To me, I assume that’s equivalent to cleaning stalls: it’s not my first or favourite choice, but it’s got to be done. Anyway…
Horse affairs are seasonal. In this hemisphere you schedule meetings when everyone wants to be indoors ‘cuz in the warmer months everyone wants to be doing their horse deal outside.
In the last few weeks of winter, I felt like “Mr. Downtown.” I attended (by request, I proudly add) four meetings in less than two weeks.
One meeting stood out in my alleged mind. The other three were typical of all horse association meetings: a group of people captive in a small room drinking bad coffee with the heat set far too high for attendees in long underwear.
The discussions centered on dedicated individuals trying to bring fairness and equity to the events that would unfold in the upcoming competition season.
The issues on the table of any horse association, in general, have not changed in three or four decades. The solutions presented each winter are progressive, but never really achieve what each member thinks should happen. I’m old enough to accept that every few years we have to discuss and resolve the same thing.
This initially was frustrating, but it seems inevitable. (The quest for world peace, an end to global warming, and providing food for all people of every nation is just as elusive judging by the time spent and the meager results.) Lets get back to the meeting I thought was unique…
The first hint that this was a different type of meeting than my usual invitation was that it was held at Spruce Meadows. In my experience, Spruce Meadows founders, staff, and associates think globally, not locally, in the horse business.
In this instance the meeting was organized by the Horse Industry Association of Alberta. That’s the people that bring us the nationally acclaimed Horse Owners and Breeders Conference.
Second hint: the coffee was fresh, and there was a choice of bottled water, tea, and whatever. The temperature was still a bit warm for my long underwear, but not nearly like a big city mall shopping experience. This meeting was off to a great start.
Third hint: the folks assembled in this room represented a wide array of the horse industry. Represented were racing, dressage, reining, cutting, combined driving, jumping, Pony Club, breeders of all disciplines, heavy horse breeders, and show persons and the list went on (if you were there and I neglected to include you, please phone my editor with relentless complaints).
Editor’s note: Thanks a lot, Ron! As you know, we’re moving offices. Maybe I should have changed our phone numbers, too!
As the meeting opened, people in the room were reserved. This was obviously a broad mix in the horse world. What could this collection of people accomplish that would be beneficial? The only common denominator was “the horse.”
No more hints. Randy Fedorak, leading the meeting on behalf of the Horse Industry Association stated that we were not tasked with resolving the timeless and recurring situations common to the horse industry – what a relief! – this was about marketing the Alberta horse.
Once again, the ambience of Spruce Meadows contributed to thinking globally. That afternoon we were only discussing the Alberta horse, celebrating the outstanding product we all shared, and our job was to identify two or three items that could enhance the marketing of all Alberta horses.
My compliments to the organizers and meeting leaders. The discussion was animated, diverse, and totally educational. I was exposed to perspectives on the horse far outside my usual confines (not that unexpected). I noticed I was not alone in the experience.
As the discussion gained momentum, the collective expertise in the room identified several situations requiring attention. One of those is a personal favourite of mine: retention of customers.
Why do we have such a large turnover of enthusiasts in the horse business? It was echoed by all attendees. It was documented by storied examples from every discipline.
The customers were all different ages, the horse breeds were all different. The only theme common to all the stories was that the customer did not achieve their goals. The result: move on to an alternative recreation. That’s a preventable loss (I boldly state)!
As the discussion progressed in this area, it was evident who could make the most positive impact in customer retention. The responsibility is that of the professionals in the horse business: trainers, coaches, and breeders, in fact, anyone who professes to be a professional horse person.
The responsibility of guiding the customer lies with these professionals. New folks in the horse industry need education. They need an overview of the sport. They need assistance in defining their goals in order to make them attainable. They need a game plan, both for the short and for the long term. They need fundamental advice, well founded and grounded advice.
For example, a customer looking for an experienced show horse to compete on doesn’t need a futurity colt. A customer looking for a solid, reliable horse for his child doesn’t need a suspect performer that won’t vet so no mention of a pre-purchase is made.
New customers deserve the very best in horse-world hospitality. They deserve the people that know the industry intimately; they deserve the professionals.
Whew! I feel better now. I didn’t really mean to rant, but this topic annoys me. I’m pointing a serious finger at my own profession because customer retention is vital.
Involvement in the horse industry is not inexpensive. The competition for recreational dollars is stout. We need to tend to business. If you fall into the pro category, do your best. Thankfully, the majority of the ones I know are doing just that.
We all need to adjust our perspective. We need to make certain that we confine our advice, coaching, and training to our area of expertise. When the situation exceeds the professional’s limits, it’s time for a referral. It’s not a learning opportunity for the professional at the expense of the customer.
Well, that rant wore me out … I’m headed for the lazy boy.
But having read this again, I’ll be doing some big thinking. My big thinking is to make certain that I’m following my own advice. Next time we talk, I’ll share my thoughts on what the customer needs to do … they’re not without obligations in this deal (according to me, anyway).
Horses All columnist Ron Anderson is a popular show and sale announcer, as well as a skilled competitor and trainer. He owns and runs Sylvancrest Stock Farm with his wife Marilyn.
