Six tips for keeping long-term customers from NRHA Professionals who’ve been there and done that.
By Katie Navarra
Experienced NRHA Pros know the keys to keeping customers in their barns. Here, three share their best tips. Photo by Sincerely Media on Unsplash
Sustaining a profitable training business is a delicate balance between customer retention and new-customer acquisition. Neither group can be ignored, but concentrating on maintaining existing customers can be more lucrative than chasing new ones.
Here NRHA Professionals Monica Albair, Sue Muir, and Garrett Gentry share six keys to keep customers for the long run.
Honesty
There may be clients who have a difficult time hearing the truth about their own limitations or a horse’s lack of talent, but at the end of the day, being straightforward with every client is a key element in developing relationships that span decades.
“Honesty is the No. 1 thing that instills trust in a trainer/client relationship,” Gentry shares. “If a customer thinks you’re lying to them, they’re not going to come back.”
This covers all aspects of interaction. Even if the client has asked you to go out and buy a horse, and he turns out not to be a good fit, there needs to be an honest, transparent conversation about the struggles and why the horse may not be a good fit for the owner’s goals.
Trust
When you’re honest with a client, it establishes trust. Clients who have confidence in you are more agreeable to following recommendations that often involve spending additional dollars to buy the next-level horse, continue training, haul to the next show, or invest in additional therapeutic services.
“Before a client makes that next investment, she must trust that you have her best interests in mind,” Gentry says.
“Professionalism, reliability, and work ethic are a few of the traits that lead to trust,” Albair explains.
Flexibility
For Muir, flexibility is a significant component to sustaining long-term clients. She explains that at first, clients learn quickly, but when it comes to the finer points of riding, progress can be slow. This is when clients have the potential to get frustrated.
“I watch the industry and the way things change,” she offers. “I love to go to clinics and learn what new ideas are out there so I can bring those ideas back to my clients. As trusted trainers, we must be willing to change our programs when necessary to keep them fresh and modern.”
Flexibility also relates to working with a client’s current situation. A client Muir has worked with since 1984 continues to return for training for this reason.
“I understand her position,” Muir shares. “I know she doesn’t have a lot of time or a budget to keep a horse in full-time training.”
But she works within her customer’s needs so they both benefit. And when the customer has more resources, perhaps they’ll be spent at Muir’s barn rather than another.
Professionalism
As Albair points out, professionalism is a crucial element in sustaining long-term relationships. This includes reliability, work ethic, competence, trust, and honesty. They’re all crucial for building a long-term relationship.
Professionalism also means treating clients with a level of respect, both at home and at a show. Muir acknowledges that at some events she has heard trainers yelling at clients, calling the individual stupid, or humiliating the rider.
“People do learn in different ways, and some people learn better under pressure,” she acknowledges. “But negativity stifles a person’s ability to learn.”
Respect Limitations
Not all clients can afford to keep their horse in full-time, regular training. They may not be able to purchase a new horse to move up to the next level of competition. Respecting your customers’ boundaries will keep you in good graces with them.
“It’s never a good idea to make the customer do something if the finances aren’t available,” Gentry advises. “It could hurt them financially or put them out of the business altogether. I’ve had several customers who’ve stuck with me throughout my career, even when they’ve had financial issues and had to take the horse home.”
Limitations go past finances and into interpersonal interactions. “You have to understand the limitations of the horse and the rider and figure out what’s preventing them from learning something new,” Muir says. “You may have to explain something in a different way or find a drill that resonates with the rider.”
Feedback
Delivering on the product or service promised is only the first step in creating a loyal customer. The next is developing a more meaningful relationship with the customer. Invite customers to provide feedback. This can even be as simple as checking in with a client to make sure the lesson was understood, or more scientifically by sending out a survey.
All business owners can have blind spots. You may think you’re delivering a good service when, in reality, the customer doesn’t agree. There’s always a vocal customer who will speak out, but the average person just won’t tell you about a bad experience at your barn. Instead, he or she may pull a horse from training for vague reasons and never return.
The Long Haul
“A trainer needs to be able to showcase his or her work and accomplish goals to attract more business,” Albair says. “Longer relationships make this possible.”
There aren’t any gimmicks that can be used to develop long-term relationships. Customers simply want to know they’re getting a good value and that you have their (and their horse’s) best interests at heart. Along the way, it’s also important that clients enjoy the ride.
“Our clients spend a lot of money on the sport, and it should be fun,” Muir shares. “When clients enjoy the process, winning tends to follow.”
The bottom line is that being passive about customer retention and loyalty leads to greater attrition. Trainers who actively communicate with customers and keep them engaged are better able to meet the consumer’s needs and expectations, and ultimately are on their way to achieving the fundamental goals of customer retention and customer loyalty.
