One-on-One is best!

by Carmel Rowley

Lately there was an interesting discussion amongst Arabian horse breeders on Facebook about attracting new people into the Arabian breed. Although I didn’t end up following every comment, the thread got me thinking about some simple ideas that anyone can apply.  I know from personal experience that these things work but it takes quite an effort. I might add it can depend how gregarious you may be and if you like talking to people!

The usual in your face ideas like advertising, open days, seminars, horse expos (Equitana), the Hunter Horse festival and horse shows play an important role in introducing the Arabian horse to the public.
But maybe in this era of ‘instant everything’ our determination to appeal to the masses, has us forgetting about the all important one-on-one contact. I notice breeders tend to target a specific audience ‘preaching to the converted’ but sometimes chance meetings can provide excellent opportunities. If we add to these meetings the ‘Rule of 100’ theory we have at our fingertips endless opportunities for eager and willing newcomers. The Rule of 100 basically means that everyone knows 100 people, and then each of those 100 know another 100 and so on it goes, with people spreading the word.

The concept can have a far reaching domino effect but only if we present ourselves and our horses in an alluring manner. In actual fact if you speak and listen to people you get the very clear idea that it is the one-on-one contact that keeps people in the breed! So combine the one-on-one and the rule of 100 and spread the word. Start talking!

Anne and Simri

Recently I had the great pleasure of introducing two lovely ladies Anne and her daughter Rachel to our horses.
Both are horsewomen, Rachel plays polocrosse, and both are originally from way out west in Queensland.  Anne had read ‘Tails Carried High’ and ‘Voices in the Wind’ so was intrigued by our Arabian horses. There was no planned agenda, (other than a photograph with my books;-) no hidden sales pitch, only Anne’s preconceived ideas from my novels!

From left to right Sorsha, Rachel and Anne

It was a fantastic few hours but the greatest thing about this visit was their spontaneity when they saw the horses. Both women clearly LOVED the horses. It’s a heady feeling to have someone love your novels and your horses!!!

My point here is their sense of wonder…

Will they ever buy a purebred Arabian? Who knows? Would they buy from me? Not necessarily, but that was not the plan!

The objective was for them to discover the intrigue of the Arabian horse.
But did they LOVE seeing and meeting the Arabian horses? Yes they did!
Will they SPREAD THE WORD about the Arabian horses they met at Pearsons View… without a doubt!

It’s easy to get a little cynical from time to time thus often missing out on opportunities that appear less ‘profitable.’ But having visitors like Rachel and Anne offers a new perspective as you view your horses through their eyes. A sort of transformed sense of ‘newness’ with what you have in your back yard.

Something else was gained from that visit – the beginning of a new friendship with the possibility of many more. Think about the Rule of 100 and then think about the importance of the one-on-one encounter on your life and then on the future of the Arabian breed. The breed needs everyone you can recruit, so get talking!