When you are selling horses, your goal is probably to make a profit. Perhaps you purchased a horse and subsequently trained him so you can sell him for twice what you paid, or maybe your current competition horse is no longer sufficient for your abilities. Whatever the case, you should keep profits in mind when selling horses.
That said, etiquette is important in the horse industry, and you can easily make enemies if you aren't careful about how you handle potential buyers. Just like with buying horses, you need to have a level head and a strategy to make the sale.
1- Groom Your Horses
Selling horses is a lot like selling real estate: first impressions matter, and the beauty on the inside is secondary. When people come to look at your horses for sale, you want them to see the most beautiful animal possible, so make sure you groom your horses on a daily basis while they are on the market.
You should also pay attention to those annoying grooming rituals that you might normally forego. Bathing and clipping, for example, are good habits when selling horses. Just bathe once a week while your horses are on the market, and make sure ears, fetlocks, muzzles and bridle paths are trimmed regularly.
2- Return Phone Calls
Or e-mails, or faxes, or any medium through which potential buyers might try to get in touch with you. The horse business moves quickly, and if you wait 24 or 48 hours to get back to buyers, they might already have found other horses that meet their needs. My advice is to try to return phone calls and e-mails within 6 hours of receipt.
Of course, the manner in which you return communication is also important in selling horses. Are you friendly on the phone? Do you invite questions? Do you make time to give the buyer details about your inventory? Think like a salesperson when selling horses, and you can't go wrong.
3- Prepare Media
The more materials you have when selling horses, the better your chances. I advise, in addition to a text ad in appropriate publications, both videos and pictures to showcase the horses you intend to sell.
A text ad for selling horses should be well-written, with proper grammar and appropriate details for the market your horses are in. Be completely honest about your horses' personalities and abilities; don't "pad" your text ad with information that isn't true. The buyer will find out.
As for videos, it is better to not make one at all than to make a poor one. Use a good-quality camera and hold it steady as you shoot the video. Try to showcase the horses' most impressive attributes, such as jumping or dressage. You'll also want to get a close-up of horses standing and walking.
Photographs have the same rules as videos when selling horses, but they aren't as flexible. Since you can't show motion, just make sure the pictures are in focus and as clear as possible.
4- Ride the Horse First
This is a simple manner of etiquette, but an important one. When selling horses, it is customary for the owner to ride the horse for the buyer before allowing the buyer to try him out. This demonstrates that you are comfortable with the horse, and gives the buyer a chance to see the horse in action.
The only exception is when selling horses you aren't comfortable with. In this case, make it clear to buyers that you aren't sufficiently skilled to handle the horse, but that you are willing to let them ride him if they wish. Make sure they sign a liability waiver before you let them mount up.
5- Provide Written Records
The best way to convince buyers that you are an ideal seller when selling horses is to show them how organized you are. Prepare a notebook or binder with all of your horses' records, from veterinary documents to farrier receipts and Coggins tests. Order everything chronologically and include a physical description of your horse, his pedigree and any other pertinent information.
In this vein, selling horses is a lot like selling cars. Buyers want to know when the horse had his last "tune-up" and how often you've practiced good maintenance. This will reassure the buyer that the horse is in excellent health.
6- Limit Riding Time
You have a responsibility to the buyer when selling horses, but you also have a responsibility to your horse. For example, if you're showing your horse in the dead of summer, you won't want a buyer to ride your horse for two hours while he "gets the feel" of him. You are perfectly within your rights to say, "I think he's had enough."
If the buyer has a problem with limited riding time, invite him to come out another day to try him again. A good buyer will want to do that anyway, so try to accommodate without putting your horse at risk.
7- Be Honest About Temperament
Some horses just shouldn't be ridden by children, and if you have one of them, let all buyers know this. The ethical way to go about selling horses is to be up-front and honest about your horse's temperament. If he needs an advanced rider, say so.
8- Clue the Buyer In
Every horse is different, so try to give the buyer a hand when selling horses. Tell him that your horse takes a short rein or not much leg or lots of verbal encouragement. This will help the buyer to have a positive first ride and will limit frustrations.
This is especially true when it comes to safety issues. For example, I once had a horse that would flip out if you got anywhere near him with a bat or crop. The same went for spurs. If your horse is sensitive to certain artificial aids or if he'll buck with too much leg, make sure the buyer knows before he climbs aboard.
9- Price High
Negotiation is expected when selling horses, so don't list your horse at the lowest price you'll possibly accept. Increase the price about $500 or $600 over what you are willing to take, then let the buyer negotiate you down. He'll feel as though he's gotten a great deal and you won't feel tempted to accept a low-ball offer.
That said, don't gouge the buyer. Appropriate horse prices are difficult to gauge, so start listening to buyer feedback. If ten buyers scoff at your entry price, take it down a notch or two. Your horse might not be worth as much as you originally thought.
10- Shut Up
When selling horses, many people have the tendency to talk constantly as the buyer looks over the horse and takes him for a test drive. This is a big mistake. Even if you are just nervous, the buyer is going to think you are trying to distract him from something that is wrong with the animal.
Conduct a brief introduction of the horse, explain anything the buyer needs to know, then let the horse do the talking. You should of course answer any questions the buyer might have, but resist the urge to go on and on.
Selling horses can be a frustrating process, but eventually you will find a buyer. Just continue to advertise your horse and market in places where interested buyers are likely to take notice.
Laura Thompson is a horse business consultant and the owner of EquiManagement. She has worked with horses all her life and is a certified riding instructor. Her areas of expertise include program development, equine acquisitions, stable management, marketing and safety. She has also worked as a horse trainer and barn manager in the past, and she frequently writes about her experience with horses and the horse business.
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