These tips will help you analyze your current strategy and make improvements that may increase your bottom line. by Kristen Reiter

I can remember the white fences that lined the drive of the landscaped equine facility. I had driven six hours to evaluate a potential show prospect and my anxiety and excitement was palpable.

As I pulled up, I was greeted by the stable owners. Pleasantries were exchanged and we entered the barn to meet the reason for my visit. I didn’t realize it at the time, but all the lights were off except for the very lights above the mare. She was, literally, the first and only thing I saw as I entered the barn. She was illuminated as she stood quietly on her tie, impeccably show-groomed with banded mane and polished feet and already saddled in the owner’s immaculately maintained show gear.

The demonstration of experienced salesmanship and practiced presentation continued throughout my visit. I fell victim to the clever marketing strategies and purchased the mare, paying the full asking price. I have since learned the proper methods to employ when purchasing a horse, but the lesson I value most from this particular experience is what the previous owners taught me...how to truly sell a horse.

Promotion

When first placing a horse on the market, you must publicize its availability and arouse interest. Simple word-of-mouth is effective and costs nothing to utilize. Contact friends, members of equine and 4-H clubs, managers of equestrian facilities, veterinarians, farriers, and employees at the local feed and tack stores. Many of these businesses provide an announcement board or binder for the advertising use of their clientele. If the business provides such options, ask if they would approve your promotional flyer for posting at their location. Respect the businesses’ requests regarding posted material and abide by the rules they have instated.

Never miss an opportunity to advertise your horse. Stash some flyers in your vehicle and post them in areas that seem appropriate. Horse auction grounds, training seminars, horse shows, feed sales, tack stores, even everyday businesses such as grocery stores and hardware centers can prove fruitful.

Place a classified ad in your horse club newsletter or local advertising publication. When placing a classified, be succinct, but provide an accurate description. The point of the ad is to inform buyers of what you have to offer, arouse curiosity and gain interest. Use caution not to get too wordy or detailed, as most papers charge per word. In addition, don’t scare potential buyers away. For example, if you utilize the common phrase "needs experienced rider," most readers will assume your horse is out-of-control. Unless they are looking for such a challenge, your ad will be eliminated from their potential list and you will lose the opportunity to explain how skilled a rider is required or why experience is necessary. Postpone such explanations until the telephone screening.

Information that should be included in a classified ad is: breed, registry, gender, age, height, riding discipline, training, experience, achievements, and price. Include a web site address if you have a page with photos or video. Provide a telephone number where you can be contacted. Many a sale is lost simply because a seller was not available at the right time.

If you will be distributing flyers or full page advertisements, you will have more room to provide information to potential buyers. Impress horse shoppers with your mount’s show accomplishments or riding experiences. Advertise futurity eligibility in younger stock, or registration options if your horse is eligible for (or already registered in) secondary registries such as Palomino Horse Breeders of America or the American Buckskin Registry Association. If you are selling a stallion or a mare, include photographs and show records of the get as well. Past production is as important to a breeder as show accomplishments are to an exhibitor.

Utilize the horse trader magazines and sale catalogs in your area. Many of these offer photo advertisements as well as classified ad options. Most have a wide circulation, covering several states and offering internet advertising as well.

Finally, don’t forget to employ the services of the internet. There are a plethora of websites that offer equine classifieds and photo advertising. Most possess search engines that allow viewers to narrow their findings by breed, price, location, or even discipline. The small listing fees charged are minimal when you realize the extent of the visibility that each site provides (To get a taste of what internet classifieds can offer, visit my favorite sites: Dreamhorse.com and Equine.com.). Consider placing ads on the websites of your local, regional or national breed associations. These sites offer classified listings, if not photo advertising and will cater to fellow aficionados of your breed of choice.

Presentation

We’ve all heard the phrase, "You only have one opportunity to make a first impression." The saying is appropriate and should be your mantra when selling your horse. You want to sell him for what he is worth, or more. To do this, you must present him at his utmost, regardless of whether you are presenting him via photographs, video, or a physical viewing.

Whenever you present your horse to an interested party, he should be well-groomed. Inclement weather or muddy conditions are no excuse; if you lack the facilities to maintain your horse’s cleanliness, consider bathing him at a boarding facility and keep him stalled prior to any visitation. If appropriate, band or braid your horse’s mane. Put your best foot forward: scrub and polish the hooves, perform a thorough clipping (as appropriate for the season…be conservative in the cold winter months), apply a coat enhancing spray, and oil the eyes, ears and muzzle. Present him in his show tack…it will produce a better impression.

Whether your horse is for sale or not, it should be provided with the veterinary, farrier, and nutritional care necessary to maintain its health. All the grooming in the world cannot disguise improper management. An underweight or sickly horse will not only bring in a substantially lower price than if it was healthy, but, as its owner, its unfortunate condition will reflect poorly on you.

Photography

A photograph may be the public’s first view of your horse. Scrutinize the photo(s) you choose for your advertising. Check to see that the horse is squarely set on flat ground. If you place your horse on uneven footing, its structure may be artificially distorted. Conversely, by manipulating the location of your photo shoot, you may be able to disguise undesirable conformational traits that your horse possesses. For instance, a low backed horse will look more appealing when photographed from the front or while saddled. Uneven toplines can be leveled by cleverly placing the horse’s front or rear on a subtle rise or hill. If you make use of such positioning techniques, you may arouse more interest in your mount, but know that your horse’s true structure will be revealed when interested parties come to view your horse. Find a well-lit, clear photo with an uncluttered background. Your horse should be centered in the photograph and should nearly fill the frame. Offer a series of pictures that illustrate different angles of your horse, such as three-quarter views from the front and back as well as a side view.

If you feel your horse would be best represented while performing, find photos of him working under saddle (or harness). Arena shots and win photos taken by a professional photographer at regional or national competitions will arouse interest amongst buyers searching for their next show mount. In addition, photos taken by a professional will be properly composed, with good clarity and color. Be respectful and never use their photos without permission.

Promotional Videotapes

If you will utilize promotional videos, use the same guidelines as in photography. Hold the camera steady and fill the frame with the horse, keeping him centered and focused. Square up your horse and provide a three-hundred-sixty degree view to provide a visual of the front, back, and both sides. Zoom in for a portrait of the head. Gait your horse, both under saddle and in-hand, viewing from the side, front, and back. Exhibit all gaits, if possible. If you have the resources, demonstrate your horse’s strong points. For example if he excels in arena trail, set up an obstacle course or include video coverage of a previous competition.

Physical Viewing

The ultimate means of showing your horse to prospective buyers is to arrange an actual viewing. If your own facilities don’t provide a suitable area to show your horse to its best advantage, consider renting time at an indoor arena. This way, weather will not be an issue, and your horse may be presented in a clean, controlled environment.

Arrive in advance of your viewing appointment to groom and prep your horse. He should be ready and waiting when the buyer approaches. If he is a riding horse, you can have him saddled as well; but make sure to unsaddle him at the close of the session to present him at halter. Supervise the visit so you will be available to intervene as necessary. If the stable requires signed liability contracts, have the buyers sign the necessary forms before they set foot in the stirrups. Offer to demonstrate your horse’s range of abilities prior to handing the buyer the reins. Provide a mini-lesson on the proper means for cueing your horse and achieving the maneuvers of which he is capable. How the visit proceeds will depend greatly on the prospective buyers and their requests.

At some point, discuss your horse’s breeding, history and show record. Prior to the visitation, take time to organize a binder with your horse’s pedigree, registration papers, photographs (include photos of his sire and dam), and accomplishments. If you are selling a breeding animal, create an album of the get previously produced and their individual accomplishments.

Communication

Finally, you cannot sell a horse if you are not readily available. If your schedule is so restrictive that you will not be able to rapidly return inquiries or schedule viewing appointments, consider placing your horse under the care of a trusted horseperson to sell on commission. It is vital that you return all inquiries promptly. Be polite and professional. Keep your information readily available. If you have provided cellular or work telephone numbers for your contact information, store your information in files where they will be accessible to you at any time. If someone asks you a question of which you do not know the answer, offer to do some research and return the call in a timely manner.

Above all, don’t misrepresent the horse. If your horse has certain issues, disclose that information. Be truthful when answering questions…don’t merely tell the buyers what you think they want to hear. You don’t want to earn a bad reputation, have your horse returned, or worse be presented with a lawsuit.

Eventually, the topic will shift from the question and answer session to one that is financial. Decide prior to placing your horse on the market the lowest price that you will accept. Rarely will an individual offer the full asking price and you must be prepared to discuss the flexibility, or lack thereof, in your established cost. Don’t take the inquiries as an insult, everyone desires to get what they’ve paid for, but we’re all looking for a bargain as well.

Once your horse has been sold, promptly remove your posted flyers, send notification to all websites and personal contacts, and mail a note of gratitude to any businesses or individuals who informed prospective buyers of your horse. By respecting your contacts, you will be more likely to receive their assistance in future sales.

When first placing a horse on the market, you must publicize its availability and arouse interest. .