Wowing Your Clients and Customers
- Nicola Kinnard-Comedie MSc, BHSAI Int. SM | NKC Equestrian Training
- Jun 12
- 4 min read
In the world of equestrian business, whether you're running a livery yard, tack shop, riding school, or offering training and coaching, standing out means more than just providing great service. It’s about creating memorable experiences that turn first-time customers into lifelong clients. With so many options out there, how do you ensure your clients feel truly valued? The answer lies in mapping out your client/ customer journey. Last month I looked at the ‘map’ for a lead or a prospect to become a client, now let’s look at how you deliver an incredible experience once they have said yes and become a client.
1. The Onboarding Experience
A welcoming onboarding experience sets the tone for a positive client relationship, and is essential for service based businesses. Whether it’s a new livery client, riding student, or training customer, take the time to guide them through what to expect. A welcome pack is a great idea – include essential information like yard rules, contact details, a map of the facilities, and a few thoughtful extras like a branded keyring or a horse treat.
This is also your chance to train your clients about what they can and can’t expect, when you are available, what is and isn’t included and so forth. Managing expectations goes a long way in improving your sanity and having a happy client relationship.
Product based businesses can also have an improved onboarding experience with branded payment confirmation, a thank you email and follow up sequence which has some personality in it. After all, ‘people buy from people’ and even if it is all an online transaction, your customers still want to know the people behind the brand.
2. The Power of a Handwritten Thank You Card
Never underestimate the impact of a heartfelt, handwritten thank you card. After a big purchase, a riding clinic, or a new livery signing up, sending a Thank You card is an elegant, personal gesture that leaves a lasting impression. In a digital world, receiving something tangible feels special. Mention their horse by name, thank them for their trust, and let them know how much you appreciate their business. It's old-fashioned charm with a modern impact.
Product based businesses could also do the same when shipping the purchase to the customer, and why not include a horse treat or two?!
3. Check ins and Touchpoints
Depending on what your equestrian business offers will affect the amount of time you spend with your clients and customers. Either way, you want an automated way of checking in with your clients, and making sure they are happy.
For service based businesses this could be a monthly check in over WhatsApp reviewing their goals or aims, and highlighting their progress. For a product based business this could be regular value based email content that relates to their last purchase - for instance someone who purchased new stabling or stalls would be interested in how to care for this investment, someone who ordered new riding boots might like to know how to break the boots in, or keep the shine on them. Your topic choices are endless, you simply want to help your clients, and stay top of mind with your customers.
4. Asking for reviews
Part of your customer journey needs to include requesting reviews, and again this is easier if it is an automated process. A short video emailed over thanking them for their recent purchase and asking if they can leave a review (and why this would mean the world to you) is a useful tool for your marketing.
5. Celebrate Milestones Together
Acknowledging birthdays, horse show wins, or “gotcha days” (horse anniversaries) adds a layer of warmth to your business. Sending a birthday card, a small bag of treats for a horse’s anniversary, or congratulating clients publicly on social media fosters a sense of community and loyalty. Clients want to feel like they matter beyond the transaction.
6. Surprise and Delight
Occasional surprise gifts, or discount codes can go a long way. Perhaps a branded hoof pick, a grooming cloth, or a discount voucher tucked into a tack shop order. Unexpected gestures create stories people tell their friends about – the cornerstone of word-of-mouth marketing.
Final Thoughts
Wowing your equestrian clients doesn’t require grand gestures. It’s about genuine care, thoughtful details, and creating an experience that makes them feel valued – both as customers and as members of a passionate horse-loving community. With small efforts like thank you cards, loyalty perks, and personalized attention, you turn good service into unforgettable service – and that’s how you build a brand clients can’t wait to return to.
I suggest that you take the time to map out the current journey that a new client or customer walks through in your business, and then look at how you can add in these suggestions.
Nicola Kinnard-Comedie (Msc, BHSAI Int. SM)
is the owner and founder of NKC Equestrian Training, delivering horse care training to horse owners and business and mindset coaching to equine practitioners.
Nicola is a qualified riding instructor and has over 20 years industry experience, and now uses her coaching skills to assist equine practitioners. Nicola decided to combine her experience of equestrian science, sales and marketing, and teach this to others. Nicola works with veterinary physiotherapists, massage therapists, osteopaths and other equestrians across the world to help them build their dream business. Nicola's work focuses on harnessing the power of your mindset, together with cutting edge marketing strategies to support equestrian business owners to realise the business of their dreams.
You can find out more about Nicola here: www.nkcequestrian.com
This article is from the June issue of Equine Business Magazine
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