Saddling Up for Success: Why Equestrian Businesses Should Invest in External Sales Training
- Kick On Recruitment
- 3 days ago
- 3 min read
In the equestrian industry, sales isn’t just about closing a deal, it’s about trust, relationships and expertise. Whether you're selling high-end saddles, premium feed, apparel or products, your team needs more than product knowledge. They need the confidence, strategy and communication skills to guide horse owners and businesses toward the right solutions.
That’s where external sales training comes in. Bringing in a professional sales training provider, especially one who understands the equine world, is an investment that can
elevate your business to the next level.
"Sales is not about selling anymore, but about building trust and educating." Siva Devaki
The Benefits:
Equestrian Clients Are Unique So Your Sales Approach Should Be Too
Horse owners and equestrian professionals are passionate, loyal and informed. They expect more than a sales pitch, they want genuine consultation. Outside sales trainers bring proven techniques to help your team build rapport, ask better questions and position your offerings in a way that truly resonates with this specialised audience.
Expert Trainers Bring New Tools and Strategies
Most equestrian businesses grow through word-of-mouth and reputation. If you want to expand beyond your local circle, you need strategic selling skills. External sales trainers bring time-tested strategies from other industries and adapt them to fit your niche - whether that’s upselling services, converting prospects at trade shows or increasing retention of long-term clients.
Improve Confidence in Non-Sales Staff
In many businesses and tack shops, your "sales team" might be people who have come from a non-sales background. For smaller businesses, these team members often wear multiple hats and may not feel like “salespeople.” External training empowers them with simple, effective communication techniques so they can confidently recommend services, handle objections and represent your brand.
Customised Training That Reflects Your Brand Values
Training agents don’t offer one-size-fits-all solutions. They’ll tailor a program around your goals, whether you're trying to increase high-ticket sales like saddles or trailers, build recurring revenue through services or boost retail sales in your tack shop. They’ll do it in a way that maintains the authenticity and care your brand is known for.
Build a Stronger, More Consistent Customer Experience
When everyone on your team understands how to communicate value and handle sales-related conversations, your customers experience a more consistent and professional journey. This translates into trust, repeat business and long-term loyalty.
See Results That Go Beyond the Ring
Professional sales training doesn’t just help your bottom line, it also boosts morale and team cohesion. When your staff feels empowered and supported, they show up more engaged, motivated and ready to represent your business at its best.
Meet Our Expert
Meet our expert, Zelina Coffey, Founder of Rite Track Consulting Services, who offers specialist sales training for Equestrian Businesses in the UK.
Encompassing many years of experience in the equine sector, including running my own tack and feed store, I can utilise my vast knowledge and adapt my training specifically for this unique sector.
Rather than focusing on aggressive or impersonal sales tactics, my approach is built on relationship-building. It’s about trust, confidence, and authentic conversations.
Equipping your team with the right tools and mindsets, I can help them to serve their communities better, support horse welfare and grow sustainable, thriving businesses.
Through Rite Track Consulting Services I am now able to help equine businesses and tack/feed stores achieve their full potential.
I have developed a dedicated Equine Sales Course, known as Equisales Solutions, featuring resources like the Certificate Super Seller Course, Sales Checklists, and effective Equine Sales Strategies, all of which have been designed specifically for the equestrian sector.
All of my courses are bespoke and can be adapted according to your team's individual needs. I am also able to offer the courses in a format most appropriate and convenient for you and your team. Courses are available either in person or live online.
Want to learn more about the services our expert offers? Click below!
Final Thoughts
The equestrian world is built on relationships, reputation and results. Sales training can help you strengthen all three. Investing in external sales training isn’t about turning your team into hard-sellers. It’s about giving them the tools to have better conversations, close more sales and create lasting value for your clients.
Whether you’re a tack shop, a business or a venue, professional sales training could be the secret weapon that helps you grow, without sacrificing the heart of what makes your business special.
Ready to help your business ride to new heights?
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