Dealing with both men and women as clients, most farriers probably haven’t given any serious thought as to how the two genders might need to be treated differently.

Leading motivational experts maintain there are distinct behavioral differences in the way you should deal with men and women. Understanding these differences could pay off big-time for your hoof-care business.

Author Paco Underhill in his book, What Women Want, maintains that the female dollar has never been as strong as it is today. He points out that it’s a real profit-builder for you to figure out new ways to more effectively work with both audiences.

In 2005, for the first time in history, he says women under 30 years of age living in the largest American cities overtook men in earning power.

Underhill says that chief among the demands of women is a desire for cleanliness. He cites numerous adaptations that companies are making to win more female customers. Similarities also exist in the way you should approach both types of your footcare clients.

Four Items To Stress

Besides cleanliness, he’s found that women want control, safety and attention. Give female horse owners, trainers and riders these intangibles and you’ll likely find they’ll be valuable clients for many years to come.

As an example, Underhill points to the Best Buy chain. While two of its biggest competitors, Circuit City and Comp USA, have disappeared into bankruptcy, this chain of electronics stores has prospered by adapting distinctly female-friendly ways.

At Best Buy, digital…