What is expected of a professional farrier? Members of the horse-owning public have the right to expect their chosen farrier to act in a professional manner.
Webster’s dictionary describes a professional as “someone who has specialized knowledge and academic training, exhibits a courteous, conscientious businesslike attitude and adheres to ethical standards for their chosen field.” Basically, he or she is professional in appearance, behavior and competence or skill. We call these the ABC’s of success. All three have a character component as well as require some degree of skill.
Here are several questions to ask yourself to determine if you are presenting a professional image. Remember, your image creates a perception of you for your clients, and that perception of you determines your value to them.
What Kind Of First Impression Do You Make?
First impressions are formed when contact is made with the “face” of your business. This can be when potential clients see you, your ad, your card or your truck. You make a positive impression with good grooming, clean clothes, a clean truck and smart business practices.
But there’s more to making a good impression than that. It’s your voice on the phone, your expression and appearance when they meet you and the respect you show them.
Try to answer calls personally. If you cannot, make your voice mail message short, clear and courteous. Answer calls enthusiastically. Make and keep appointments. Make a client’s cell phone number part of the horse’s record so you can get in touch in case you are unavoidably detained. You can also call to inquire about a horse’s progress when dealing with lameness issues.
I recommend using a cell phone as your business phone and making all of your business calls during your business hours. That way you can legally deduct the cost of the phone for business and can ignore it after hours. Let calls go to voice mail when you are occupied with something of a higher priority, such as time with your family. Have a second phone for personal calls.
First impressions are lasting ones. Being clean and professional in your appearance can make a big difference in how clients perceive you. Pete Rosciglione of Defiance, Mo., starts every day with a clean shirt and fresh jeans and will change his shirt if it gets soiled.
Are You Competent To Do The Required Job?
After you graduate from farrier school, plan to work with a successful practicing farrier for awhile. Find the best farrier in your area. Try to convince him or her to let you work with them — without pay. Be teachable. Realize you still have a lot to learn. This will help you gain experience and develop the skills that will get you up to speed to start your own business.
Show up on time. Help set up, clean up and be a “go-for.” Don’t just sit and watch. Listen to what’s being discussed. Don’t talk to the clients about their horses. Remember, they are not your clients. Ask your questions in the truck after the appointment.
Understand that, at first, you may be a hindrance to an experienced farrier. But if you take the right approach, eventually they won’t be able to get along without you. A well-known farrier, Billy Crothers, from Wales, said his first year as an apprentice wasn’t any fun “because I was not any good.” However, as he honed his skills, he began to enjoy the job.
By working with someone, you don’t have to worry about the very real possibility of getting in over your head. You avoid trouble by working with an experienced person until your horse and people skills are marketable. You can benefit from advice and avoid making mistakes that could destroy a business. And, when your mentor thinks you are ready, he or she may recommend you and pass some unwanted or excessive business on to you.
Are You Committed To Continuing Your Education?
Farrier school is only the beginning of your career. Continue to get the best training possible. Just as you researched where you should go to horseshoeing school, you should do the same for your continuing education needs.
Analyze the cost of attending or not attending continuing education events. Be selective. Some events are much better than others and you can’t justify going to all of them. Determine the cost/value ratio of each. Is the value of the activity worth the cost in both time and money to attend?
Your education should be balanced and include both practical application and book learning. Apply what you learn. Work on doing ordinary things extraordinarily well. Remember, all the training in the world isn’t any good unless you apply it.
Set aside time each day to study and practice. Continue to read, reread and study your text and notes daily. Subscribe to and read trade publications.
Read widely to expand your vocabulary. Learn all you can about the type(s) of horse(s) you service. Share information you learn with your clients when appropriate. Practice forging regularly to keep this important skill operative.
Work on self improvement as well, paying particular attention to your personality. Improve your self-discipline. Schedule time daily to work on your skills and self-improvement.
Continuing your education is an important part of growing as a farrier. Author Doug Butler shares his experiences with young farriers during a roundtable discussion at the annual International Hoof-Care Summit.
Don’t forget to make time for important events in your life. Keep those who are important to you close by. Be sure to keep the lines of communication with them open and make sure you include them in your schedule. The important people in your life spell love “t-i-m-e.”
Is Your Behavior Professional?
Horseshoeing is like grooming. Shaving daily, bathing regularly, having neatly trimmed hair and dressing in clean, appropriate work clothes and hat all contribute to your professional image. Does your clothing cover your body when you bend over, avoiding any inappropriate exposure? If you don’t give the appearance of caring about yourself, people may wonder if you care about them and their horses.
Avoid addictive habits that waste time and destroy health. Evidence of tobacco, alcohol and other drug use destroys trust. Learn to use appropriate language. Avoid profanity. It is as offensive to gentlemen as it is to ladies and children.
Trust is of utmost importance when building a new business. Live by a code of conduct that encourages people to trust you. Avoid violating or destroying that trust. One of the quickest ways to establish or build trust is to become competent. One of the quickest ways to destroy trust is to violate a character expectation.
Courtesy is most important. Do you show respect for others by showing up at the appointed time? Do you thank customers for their business? Do you have an attitude of service? Do you show respect to bystanders, especially children? Do you avoid thoughtless comments that may be misinterpreted or moral indiscretions with clients of the opposite sex?
Excellent horse handling skills are essential for a farrier. Often, especially with new horse owners, it is important to explain what you are planning to do to maintain control of the horse during shoeing, or your actions may be misinterpreted as abusive or unnecessary.
Always ask for permission to discipline a misbehaving horse. Exercise self-control and self-discipline at all times. Never use inappropriate words or actions.
Safety for bystanders, the horse and yourself must always be uppermost in your mind. This can be a dangerous job for all concerned. It is better to turn down a shoeing opportunity in a questionable situation than to make errors in judgment that could prove costly in any number of ways.
Are You Operating A Sustainable Business?
Choose the type of business entity that establishes you as an independent business, limits your liability and provides tax advantages.
Follow legal guidelines and determine sustainability. Talk to an accountant about setting up good accounting practices.
The average horse may be seen by a farrier as many as 150 times during its lifetime. Do all you can to make each of these visits a pleasant experience for the horse and the client.
The majority of new businesses fail in the first 5 years of existence. Our American system provides a great opportunity to succeed, but it also allows us to fail. There is no “safety net” or “stimulus” for farriers. You must take full responsibility as an independent business entrepreneur.
Establish policies for accepting new clients and methods of payment — before you begin seeking clients. This can be as simple as a list of statements on a card or brochure that you share with all potential and new customers.
Once you select a payment policy, adhere to it faithfully to maintain your integrity. I recommend a policy of “Payment is due when services are rendered.” However, in some circumstances, billing may be necessary. If you bill, use professionally printed invoices or print them from a professional-looking program you’ve installed on your computer.
Avoid doing additional work for someone until their previous bill has been paid.
How Do You Effectively Promote Your Business?
Advertising can take many forms. Generally, the most effective is referral, or word-of-mouth. Others are newspaper classifieds, Yellow Pages, equine club newsletters, local horse magazines, horse show programs, truck signs and cards left at tack shops and auctions.
Do not put ads or flyers in mailboxes without postage, as this is a violation of federal law.
Newspaper articles about your business are ideal, as they imply a third- party endorsement.
A Web site and e-mail are fast becoming business essentials and will become even more important in the future.
Build a portfolio of work you have done that includes pictures and documented case write-ups, along with testimonial letters. Have these well organized and placed in a notebook that you carry in your truck. Keep it on hand so you can share it with your clients. Use it to explain a procedure, or to sell and re-sell your services.
Create a short presentation with appropriate visuals that you can present to local equine clubs. This can be done with your own drawings and photos. If you use materials created by someone else, be sure to properly reference sources.
Even if you never actually give your talk, you will find your confidence will increase as you work on and practice your presentation. Eventually, you will look forward to the opportunity to help others more fully enjoy their dream of horse ownership, and every time you give your presentation you will be gaining exposure to potential clients.
Do You Know Your Operating Costs?
As with any business, as a farrier, it is not how much you make but how much you keep. Track all your expenses and design efficient ways to reduce them. Regularly calculate your costs per horse. A good goal is to keep your costs below 33% of your price for a job. A few excellent farrier businessmen have been able to get their costs below 20% by simply shopping for the best buys in insurance, vehicles and supplies.
Find an experienced accountant to help you with a tax strategy. Take money out of the business and invest it. You will discover that shoeing horses is more fun when you don’t have to do it to live, but can do it because you enjoy it.
Finally, to sustain success, learn to live providently. Don’t go into debt to buy the latest toys and fixtures, such as a new truck.
Wait until you have the consistent income to sustain them. Put off major purchases until you have established a well-run business.
Study business development and marketing books. Apply the principles you learn to your business.
Are You Confident And Successful?
After you accept that there are no shortcuts to success, and truly believe, “If it is to be, it is up to me,” there are three things you must focus on to feel confident and successful. They are:
- Continually improving your skills, knowing that it may take at least a lifetime to master them.
- Applying business systems that allow you to run a professional, sustainable business.
- Improving your personality and people skills.
You are the business. A better business requires a better you. An above-average income requires that you become an above-average person.
As you practice doing the right things, your confidence will increase. You will come to know your value to your clients and their horses. Eventually, your good reputation will precede you.
The better you perceive your value — and get your customers to perceive your value — the more you can justifiably charge for your valuable services. Confidence translates into income. Consistent income makes for a sustainable practice.
