The Anti-GirlBoss: Weekly Work-Life-Balance Inspo For The Busy Equestrian
Tired of the “Boss Babe” or “Boss Mare” or “Girl Boss” monikers? We are too. Here at Heels Down Media, we get right to business sans the cheeky catch phrase.
If you’re not a subscriber to the daily Heels Down Spark, you’re missing out on “The Anti-GirlBoss”, a weekly business discussion for serious equestrian entrepreneurs. Ecogold President and Heels Down Media Founder and CEO, Patricia Da Silva answers your questions about marketing, social media promotion or business development every Wednesday in the Heels Down Spark, the daily morning newsletter that puts horses first, 24/7.
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Here’s a sampling of the advice she’s given lately.
A competitor just launched a new product/service that is really similar to mine. What do I do now?
This has happened to me numerous times. It’s something, as a business owner, you should come to expect. If you have a good idea, people will copy you. Especially in the social media age, which makes it so easy to put your idea out there.
The way I’ve always approached this is to just keep going. I don’t let it bother me. I keep doing my thing and focus on what’s ahead in my own business. I have noticed that the new crop of entrepreneurs in this generation have banded together to create an approach that’s better than mine. They call out the cheaters.
Other people will point out that a product looks so similar to another brand and call them out on it on Facebook or Instagram. They do it on your behalf almost, and this approach almost always gets attention.
This new age of entrepreneurs have grown up on the social media game. They don’t let people step all over them. And they tend to be so transparent and honest with their clients and audience. They’re connected to their customer base in really genuine way. Being honest – even when something depressing happens – works for them and resonates with their fan base.
Do: Find a group of allies that will rally behind you, and do the same for them.
Don’t: Worry about what others are doing.
My trainer is pushing me to buy a specific brand of high-end saddle. It’s making me uncomfortable. How do I approach this with them?
Typically, a professional may recommend a specific brand for one of two reasons: They could be sponsored by that company or they’ve tried it and believe in it. Of course, a trainer’s opinion is going to be influential. They’re the professional for a reason. But buying a saddle is a large and complicated purchase. If you’re feeling uncomfortable, you have every right to express that.
There is a respectful and polite way to approach this. I tend to use humor to break the ice and approach a sticky situation without offending someone. All this really comes down to communication.
Do: It’s important to understand where the trainer is coming from in this situation. If you trust your trainer’s opinion in coaching your riding and about your horse, why do you not trust this suggestion?
Don’t: It’s easy to feel pressure when buying a high-ticket item like a saddle. It’s OK to say you prefer another brand, but it comes down to managing the relationship you have with your trainer.
Customer service is important. But how much of my time and money should I be investing on this side of my growing business?
Customer service is your main form of advertising. You can lose a customer for life in just one interaction. It’s a key piece of your strategy – or at least it should be – to keep customers coming back. It’s easy to spend money on marketing to attract new customers, but when they have a problem and you don’t solve it for them, then you will lose that client. They will share their crappy experience with your brand online. Then all that money you spent on marketing to attract this customer you just lost is wasted.
In many large businesses, customer services gets no funding and marketing and sales gets the big pot. As someone who came from a customer service background, it’s such a vital piece of your business puzzle. Most people are honest and good. If you solve their problem, they appreciate it. A good customer service experience could help you create a customer for life. That’s worth a lot. If you can invest there, you have an edge.
Do: Take care of the clients you already have. Manage those relationships – they’re already sold on what you do.
Don’t: There’s no point in spending more money on Facebook ads if you have crappy customer service.
I love my barn but the owner just raised board prices and I’m struggling to afford it. How should I approach them about this?
The first step you should take is to create a budget. If the cost is truly too much, then it’s time to have a realistic conversation with the owner. Maybe you can try to figure out something that’s fair on both sides, like an option to work off some of your board. Is there another service you can provide that’s valuable to the barn owner? Maybe you can help bring in new business or help them with their social media.
Usually people want to work with you. They’d rather keep a client instead of search for someone new, especially if you’re easy to work with.
Do: Be honest and realistic. If you can’t afford it, that’s one thing. But if you’re just annoyed to pay more? There will always be a cost associated with leaving to find another farm.
Don’t: Be unfair to the owner. Make sure you know where they’re coming from and why they’re raising prices.