American Farriers Journal
Farrier Tips
www.americanfarriers.com/articles/13078-dont-underestimate-the-value-of-experience-when-setting-hoof-care-prices
confidence in farrier pricing
West Chester, Pa., farrier Dave Werkheiser urges farriers to have confidence in their pricing and raise rates annually.

Don’t Underestimate the Value of Experience When Setting Hoof-Care Prices

December 3, 2021

Take a horse that is shod all around. Its owner shops around and finds a farrier with 5 years experience charging $100 vs. a 40-year farrier charging $200. The latter is obviously more expensive in dollars spent, but did the client consider how experience affects pricing?

Dave Werkiser of Stone Dragon Forge in West Chester, Pa., says the younger farrier costs $20 per year of experience, but the older farrier is paid $5 per year of experience. 

“You must have confidence in yourself and tell yourself that your experience is worth it,” explains Werkiser. “This is difficult when starting out, but there comes a point in which you have to raise your prices.”

Werkiser charges every new client more than established clients, even if boarding at the same barn. If the new client questions this, Werkiser explains this is the benefit of being a loyal client. For him, the best time to increase the rate for new clients is during summertime because it is the period of high demand and more work.


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Jeremy mcgovern

Jeremy McGovern

Jeremy McGovern is the former Executive Editor/Publisher of American Farriers Journal.