Back in January 2013, Delaware, Ohio, farrier Dean Moshier was invited to be on an online radio show Stable Scoop on Horse Radio Network. In it, he discussed a top 10 list of what most farriers wanted their clients to know. Over the last 3 years, these questions and answers have evolved, mainly influenced by client interactions within Moshier’s practice. He recently delivered this at the Midwest Horse Fair, which draws tens of thousands of equine enthusiasts to south-central Wisconsin every year.

This presentation is clearly aimed at the horse owner — particularly those who don’t have lengthy experience with horses. However, farriers can draw lessons from what his and your novice clients are asking and how to manage those clients.

Don’t overwhelm them with information. That’s a good lesson for any situation in which we want to teach and have the student retain. Education is complex, yet over the years, it has become commonly thought that students retain 10% of what is read and 20% of what is heard.

Moshier stresses the “what” and “why” when answering client questions, and will not over explain the “how.” By staying on topic with what the owner asked and needs to know, the important lessons are not diluted. Plus, by introducing the how, there never will be enough time to thoroughly discuss a subject — certainly within an hour presentation such as this lecture.

You’ll have to “unteach” their experiences. Often owners aren’t shy about condemning the farrier. Sometimes this blame is…