Market Research on Selling Dressage Horses

Posted on June 25, 2010 by Jeff Johnson

“I advertised my horse on x, y, and z.

Why is NOBODY calling”?

Lilly Responds,

Dad Says, Selling dressage horses in this economy is different. You CAN NOT just put up ads and wait for the customers to come, call etc. Passivity doesn’t work in this economy.
Selling a dressage horse is a full-time job with a minimum value equal to or greater than the total monthly costs for board, training, farrier etc.

Not selling is EXPENSIVE.

Earlier this year, he wrote an article for Warmbloodstoday magazine that talks in more detail about buying and selling horses in this economy. Click here for a PDF version of the article.

Advertising is only one part of the sales equation and, that internet ad you paid a couple hundred dollars for could in fact be killing your chance of selling.

Impulsion Unlimited Dressage Horse Sales Market Research shows that the people looking at dressage horses for sale fall into several categories.

1.   Window Shoppers 96-98+%
2.   Active Buyers <2%
3.   Professionals looking for clients<1%
4.   Other <1%

Suddenly all those page HITS begin to take on a different meaning don’t they?

But, wait there more

Of the <2% of Active Buyers, a very large number (we are building data now but it is easily over 75%) take a negative rather than a positive approach when they look at the video/picture or copy. What dad means is this: Buyers are largely looking for reasons NOT to contact you.

If you are trying to sell your horse, does your copy, your pictures, and/or video stand out, look like everyone else, or eliminate you?

Tell us your story and help to shape this content by submitting questions about particular issues you’re facing and dad and I will prioritize to address those most important challenges in future posts.

Your Truly,

Lilly

OR email me at: info@impulsionunlimited.com

7 Y/O Second Level Dressage Horse for Sale

Posted on June 10, 2010 by Jeff Johnson

New Arrival!

You AND your trainer will fall in love with this handsome 7 Y/O Oldenburg ISR Gelding by Batido.

Belize is a solid Second level 16.3H dressage horse for sale with proven wins in the ring. He is nicely schooling Third Level with flying changes started. His gaits are rhythmic and he is easy to sit. His training is excellent. A “textbook ride”.

Belize is very steady and brave, loves to hack, and shows talent over fences. Belize is very strong with his lateral work and is light to the leg, elastic, supple and over the back. He is simply wonderful in the bridle.

Belize has a super attitude and he can really be relied on to keep his rider safe.

Belize is an uncomplicated and very competitive dream horse ready to take his new owner to blue ribbons immediately.

He has an especially strong walk and has received 9′s several times on his walk. Belize won the USDF All Breed’s award at First level open as a 5-year-old with a median score of 71%, he also won the East Coast Rider’s Cup and was 3rd at Regional Championships First level.

A video will be coming but don’t wait to contact us. Call 540-296-0836 or email info@impulsionunlimited.com with your full contact info or visit our website for our full collection of horses from prospects to FEI. www.impulsionunlimited.com

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Six Year Old Gelding Schooling 3rd Level Dressage Horse for Sale

Posted on June 2, 2010 by Jeff Johnson

Rocky has very lovely elastic gaits that are wonderful to sit and a natural uphill build and climbing canter that makes clean flying changes easy for him.

His lateral work is a dream when in half-pass at trot and canter.

Rocky is forward and light in contact, movement and thinking. He is a willing partner who likes his work, is sensitive to the aids and has a heart of gold.

Is Rocky right for YOU?

Rocky’s ideal partner is a sensitive rider who can instill confidence in him. He is well suited to a good amateur rider who works regularly with a trainer, a talented young rider or an upcoming professional who wants to train up the levels on a competitive, very nice horse. Priced at $35,000

Don’t hesitate and miss out, contact us to discuss more about him and how he can help you meet your goals.

Jeff or Sue 540-296-0836

email: info@impulsionunlimited.com

See all of our Dressage Horses for Sale at www.impulsionunlimited.com

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Half Arab Dressage Horse – New Arrival for Sale

Posted on June 1, 2010 by Jeff Johnson

New Arrival

Winter Saga+ … Willie is Loads of Fun at 15.1

Are looking for a smaller dressage horse for sale who is SUPER EASY, very light and forward thinking?

Meet Willy!

Willy is 7 years old,has showing experience at the lower levels and is SOLIDLY schooling all the 3rd level movements with great lateral work and expression.

His flying changes are clean and his training is correct.

He is 15.1H and has the presence of a larger horse.

Willy a is sound, sane and a very FUN ride.

Willy is an Oldenburg/Arab cross registered 1/2 Arab.

He could go far in the Arabian shows and more than hold his own in recognized dressage competitions where he is already a proven winner.

In 2008 Willy (Winter Saga +) was inducted into Half-Arabian Legion of Honor

He also earned a USDF performance certificate at Training Level in 2008.

Is Willy right for YOU?

His ideal match is an adult looking for an easier ride than a big warmblood who wants to get into the ring and have fun without working up a sweat in the process.

He would is also well suited for a Jr. or someone who wants a very nice, ready to go 3rd level dressage horse, yet doesn’t have a large budget to work with.

He is not a good fit for an insensitive, timid person or a beginning rider.

Priced for immediate sale at 15K.

Call us at 540-296-0836 or see all of our dressage horses for sale at www.impulsionunlimited.com

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Hermes Dressage Saddle Review

Posted on May 18, 2010 by Jeff Johnson

Hermes Corlandus Dressage Saddle Review

This is a review of the saddle that has been in use by USDF gold medalist Susan Cooper for approximately 3 years. The saddle is manufactured by Hermes of Paris. This particular saddle is known as the Corlandus model.

This saddle retails new at Dover saddlery for $7,200. More information can be found at the following link Dover Saddlery Corlandus. The design is known as a mono flap which allows for a much better feel and closer contact with the horse. Sue’s saddle was purchased very lightly used and in like new condition a little over three years ago. The softness of the leather and comfort of these saddles is wonderful, especially when compared to the old standby 20-year-old Passier with its extremely durable build even if it is hard and the leather is more slippery.

User Experience and Findings

If you ride one horse a few times a week, like to be comfortable and own a status symbol, a Hermes saddle may be a good choice for you.

However, durability is not a strong point for this saddle and I can not recommend the saddle for the serious amateur or professional whose saddle is an integral tool of their trade.

This is a shame considering the exorbitant price that the saddle commands in the market.

Below are a series of photos taken of Sue’s Hermes Corlandus saddle earlier this month.

The Hermes saddle in the pictures has been in daily use a little over three years at Impulsion Unlimited dressage horse sales and representation and just about every trainer and client who has tried a horse at our facility sat in it at least once.

picture of hermes corlandis dressage saddle

Hermes saddle right side

The Gallery has additional photos of Sue’s Hermes Corlandus Saddle after only 3 years of use.

: Hermes saddle right side

They say a picture is worth a thousand words. Click on Thumbnails for larger image. Lower Left thumbnail provided by Hermes.

Okay, this saddle is falling apart. It also developed a very annoying squeak that is so loud it could be mistaken for squeaking bedsprings at worst or a horse grinding its teeth at best.

Hermes Saddlery Customer Service Experience

Initially we contacted Dover Saddlery to get information about who to contact at Hermes. They are not easily found on the internet. Customer service at Dover is first rate and the representative was extremely helpful. The pictures you just looked at were forwarded to her and her response as a manager was that if we had purchased this saddle from them that they would have replaced it at no charge.

I asked the representative at Dover if they had problems with this model of Hermes dressage saddle and she replied that she had never seen a saddle wear like this in her eight years with the company.

Dover is a fantastic company and they stand behind the products they sell even if, the manufacturer of those products may not.

This is the kind of service I would expect for a saddle selling for over $7,000. TWO THUMBS UP!

Dover contacted and forwarded the pictures to the United States Representative for Hermes saddles.

A few days later I received a phone call from Courtney Caverzasi, Equestrian Sales Manager. She began our conversation by telling me a saddle was abused and not cared for. Definitely a different approach to customer service than I would have expected from a luxury brand representative.

We explained that we are professionals, we know how to care for tack and that we felt this is a materials issue. She then went on to tell me that because “dressage riders move their legs around the lot” they are more likely to wear out the Hermes leather.

She continued by saying it is common for the flaps and seats to wear out and that they were in fact like my car tires that must be replaced regularly. (I didn’t find this in any current advertising.)

The Hermes representative told me that she would follow up with an e-mail recapping the company’s position and she told me and that she would look into the cost to have the saddle repaired and thought that it cost us between $600 -$1000. We never did get a quote for repair.

Update: June 4th:: Receives repair Quote from Hermes

Option 1: replace buffalo covering on the flap to original factory spec.
Recover the flaps, buffalo hide: $1,400.00
*optional replace buffalo seat (has some wrinkles in it): add $1,000.00 to the above ($1,000 is for the labor alone, based on proceeding with this portion of the repair the same time as recovering flaps and using the same buffalo hide. If done separately, the cost of replacing the seat would be $1,330.00).
Option 2: cover buffalo flap and add a protective layer of cowhide. The finished product will look like this, (SEE LOWER LEFT PHOTO) but realize you will lose some grip achieved with the buffalo covering. As professional riders you probably to do need to utilize this feature, but amateurs really like the way the buffalo wrapped flap helps to stabilize their leg position.
Adding cowhide patches $1,000.00

Bottom Line:

Customer service is a demonstrated weakness for the Hermes saddle company in America and is the deciding factor that far outweighs the experience with the saddle itself.

Read the Email from: Courtney Caverzasi

Continue reading →

Posted in Buying and Selling Horses, Product Useage Reviews | Tagged buying dressage saddle, dressage saddle, dressage saddle review, hermes | Leave a comment

Voziena

Posted on April 14, 2010 by Jeff Johnson

SOLD in 21DAYS

Newest Arriving:

Dressage Horse for Sale

Voziena – Shown 2nd Level Dressage, Schooling 3rd.

Professional Quality

2002 KWPN Mare

16.3H

AA Dream Horse

Update May 7th – Vozi has a new owner. Congratulations Kathy!

Voziena just arrived after a very successful show season in Florida at first and second levels.

She has three pure, powerful, and rhythmic gaits with the suppleness and elasticity to be a great FEI horse. She has always been in professional training, and has very solid, correct basics. This mare is safe, sound, and uncomplicated, with no vices.

Last year, she earned a USDF median score of 69%!

You won’t find a more beautiful, perfectly put together mare than Voziena! While in Holland, she earned both her Ster and Prok predicates, making her very valuable for breeding.

Her bloodlines spell success in the dressage arena and she is well on her way to proving that.

Voziena is an imported KWPN mare, by Ferro out of a Jazz mare.

Posted in Buying and Selling Horses, Sales horses | Leave a comment

Dressage Working Student

Posted on March 1, 2010 by Jeff Johnson

Impulsion Unlimited is searching for a special dressage working student apprentice who is dedicated to horses and desires to rapidly progress in their quest to learn and practice what it takes to be a dressage professional earning a living through horses.

This position is for an aspiring dressage rider or young rider who wants to learn by doing and benefit by learning from people who have invested 22 years training, learning, competing and selling quality dressage horses.

We are committed to providing an opportunity for a real education with riding skills development by participation in the training of many sales horses. You will advance your riding and horsemanship skills at an accelerated rate, and if you choose, Jeff will teach you the art of consultative selling, the application to marketing dressage horses and the “Business” side of the business.

Stall cleaning and other farm chores are part of this position and WE ALL pitch in. We ride 6 days a week. You will have one day off each week and one weekend off per month. We wish this was a country club but it is a working farm and sales facility.
Qualifications Desired:

* A fun pleasant attitude, maturity, energy, and a great sense of humor.
* A willingness to go above and beyond without being told (a self starter)
* Flexibility
* Someone who pays attention to details, takes initiative, and can make decisions
* Non-smoker
* Ability to make a full-time long term commitment to your training- ideally a year or more
* Professional appearance and manner

Horsemanship skills:

* Minimum, very solid dressage basics, ideally ridden 2nd level or above
* Experience riding a variety of horses
* Experience starting and working with young horses
* Experience with Stallions is a plus
* Must have a Calm and Even Personality – Bad Temper with Horses?- Don’t Bother
* Ability to take instruction, retain learning, and apply it when not supervised
* A passion for learning something from every horse and every ride
* Solid References are a must.

Benefits Include:

The ability to train as far as your abilities and the horses can take you under the guidance of a proven FEI Grand Prix rider and trainer on many horses of various levels (starting youngsters – F.E.I. competitors), living arrangement assistance, opportunities to show, possible board for one horse and a small weekly stipend.

Posted in Buying and Selling Horses | Tagged dressage trainer, help wanted, working student | 5 Comments

Dressage Horse Market Report 4th Quarter

Posted on January 28, 2010 by Jeff Johnson

Impulsion Unlimited Dressage Horses for Sale and Representation Winter Newsletter

SUBSCRIBE HERE TO RECEIVE YOUR COPY

Winter Arrives With Snow and Cold Temperatures in Virginia.

Chances are good that it is cold where you are too so we won’t belabor the point

Dear Friends:

This is the second quarterly newsletter since reworking the website to better assist matching buyers and sellers with quality dressage horses. As of today, there are 1,863 of you receiving this email that interacted with us as buyers, sellers, or are friends of Impulsion Unlimited.

Dressage Horse Sales Activity Update 4th Quarter 2009 and Outlook for 1st Quarter 2010

Selling activity was good in 2009 and continued into the first half of the 4th quarter. Sales typically slow down in November and December and begin picking up again in January. So far the trend is continuing into 2010 which is good news considering some people; believe the economy devastated horse sales in 2009. Our experience is different. Selling time on average is increasing somewhat but quality horses are still in demand in all price ranges.

In the broader market, prices are all over the map and generally fell along with the rest of the economy. We observe the bigger challenge is in the mid-range of the market where many of the Internet sellers were asking way above market prices through the Summer/Fall and then started dropping prices as Winter approached almost as fast as the temperature, sending a false signal to some buyers that the market is in free fall.

For Sellers:

There are bottom feeders out there including one who recently tried horses here thinking that a good negotiating approach on a well priced 3rd level horse at $25K would be to offer no more than $15K and only with a perfect vet check. We believe as a seller your best approach is be realistic. You shouldn’t have to negotiate very much. SalesCoach911 TIP: Saying upfront you are negotiable on price is the surest way to send the wrong message.

For Buyers:

There are more horses on the market today than last year at this time. This is good news for some and problematic for others. Those that have a clear idea of what they are looking for and have a defined process to get their new horse in the barn will be able to find a good horse at a fair price. On the other hand, there are those taking the approach that they have to look at everything. They will be searching longer and in the end spend lots more time and money.

New Service Announcement:

SalesCoach911.com

Do you need help with marketing your horse on your own or buying your next horse and can’t find or get your professional to help you?

Do you need someone to help you with a negotiation?

Do you need help with pricing, advice on how to do a video or write an ad?

What websites should you use? What about Social Media? Do you need a website for your farm?

Do you need a disinterested party to help you evaluate a video? Help you with what questions to ask a seller?

Do you need help focusing your search to find the right horse while lowering search expenses?

Do you just need someone with an ear to listen?

If you answered yes to one or more of these questions, we would like to hear from you. For the price of a lesson or two you could have access to one on one help from your own personal SalesCoach with over 20 years Corporate and Equestrian sales experience. THE GOAL IS to help you obtain a better outcome, given your situation that pays back many times over. Call Jeff at 540-296-0836 to schedule a short conversation to see if he can help you. Or email jeff.johnson@salescoach911.com

2 of more than 10 Featured Horses in our barn:

Ravelisko:

Gorgeous Amateur Safe 3rd Level EASY to Sit School Master with the Talent to go all the Way!

Ravel is a 1998 solid 3th level 17 hand dark bay imported dutch warmblood sweetheart. He will be a fantastic horse for a FEI Young rider, or an amateur who wants to be competitive.

Ravel is kind, and forgiving of mistakes, and has beautiful gaits that are easy to sit. He is absolutely gorgeous and will stand out in any crowd. He is ready to help you earn your bronze medal and then move ahead to the small tour! He is sound, sane, and a gentleman in all situations. You can’t help but fall in love with this one!

Why go to Europe when he is already here! Hurry, he will not last!

Jorongo Mor:

Internationally Approved Andalusian Stallion: Performance Proven Winner Under Saddle, in Hand, and as a Sire.

Working 2nd Level Amateur Safe Andalusian PRE Stallion 16.1 hands Jorongo Mor

If your think you need to go to SPAIN, BRAZIL or MEXICO to find a Proven Winning FEI quality Andalusian Stallion, STOP, don’t book any flights without talking to us FIRST about this incredible opportunity!

PRE Revised 2003 Stallion of Escalera Descent who is a proven winner in the Breed Show stallion classes, in the Dressage Arena in USDF recognized open competition currently working Second Level with demonstrated clean flying changes and showing talent for collection and Piaffe

Jorongo MOR exhibits the movement much sought after by the Dressage World allowing him to compete and win against the Warmbloods.

Other Announcements and News:

Jeff’s article on Buying and Selling Horses in Today’s Economy is published in Warmbloods Today Magazine and on the newsstands now. A copy of the article can be found on our website or better yet get a trial subscription at: www.warmbloodstoday.com

Our relationship with the Virginia Tech Equine Sciences program continues to grow. Dr. Splann, the program director requested Sue to provide opinions of value for the horses to be sold by the breeding program going forward.

We opened up access to our database so that you can complete a form with detailed information about your new horse needs or information about a horse you would like us to consider selling for you. They can be found under the “Horses for Sale” and “Horse Representation” menus.

IMPORTANT Subscription Information:

You have several options with this newsletter subscription in the links below.

Please update your “Preferences” for newsletters. There is a second newsletter for active buyers in the works and the default is set to send it to you. We don’t want to send anything you don’t want to receive. The additional information on the form is purely optional.

Then, we hope you will share the word by forwarding this email to at least one friend.

Best regards and a very successful 2010,

Jeff Johnson and Sue Cooper

Impulsion Unlimited

540-296-0868

http:www.impulsionunlimited.com

Mail info@impulsionunlimited.com

Posted in Buying and Selling Horses, Other News, Sales horses, Tips | Leave a comment

Coaching for Horse Buying and Selling:

Posted on January 8, 2010 by Jeff Johnson

Wanted Several Sellers and Buyers needing results faster to participate in a coaching program test.

Every day people buy and sell horses regardless of the economy. And, everyday I hear someone say to me how much they hate the process. Buyers hate it. Sellers hate it. Most trainers see it an a necessary evil to getting or keeping clients.

Sue and I buy and sell high quality dressage horses for a living and enjoy a level of success gained through 23 years experience in training, competing and selling horses. Often, other professionals comment that we must be a bit crazy to represent seller’s horses and work with buyers as match makers because of all the emotions and expectations that must be managed throughout the entire process.

Compared to any other sales work in my professional career selling millions of dollars of products and services and providing training and coaching for 1,000′s sales-people they are right. But, passions and practicality are not always 100% aligned. I am passionate about selling and horses. Everyone who knows me, or has heard me speak on the subject will attest to this fact.

Right now the problem for sellers is that not everyone can afford or wants to send their horse to us or equine a marketing specialist. Additionally, our representation program is at capacity with a waiting list most of the time.

Sellers really need help right now. It is EXPENSIVE to hold on to a horse that needs to be sold waiting and wondering why it isn’t happening.

on the buying side, the time commitment for us and costs associated with buyer representation presents challenges too. It is often not cost effective for Sue to escort buyers to multiple locations and continue to train and market our horses. Importing from Europe is different since we can see many horses in 3 days, usually have 3 clients and the each finds a horse 90% of the time.

SO JEFF, where are you going with all this??????

People I interact with are telling me that we should offer consulting support to horse buyers, horse sellers and professionals for buying horses, marketing horses, business management, and sales negotiations.

We decided to launch a small trial offering for equestrians as a service focusing on the most pressing needs first “Buying or Selling your Horse”.

jeff johnson The test project will include many of the same skills, tools and knowledge I provide in the corporate world where clients pay up to $3,500 per day for my help as a sales performance improvement expert augmented with everything applicable to your situation we learned about the horse business over the last “Gasp” 23 years.

Before we go on, here are some questions to think about:

For Sellers:

What are my TOTAL costs per day, week, or month to own my horse? I mean everything not just the obvious. Do you know them?

What effect does price have on marketing time, and how do I decide a price?

What is my strategy to screen potential buyers to weed out losers and how are they screening ME?

What % of value does the average seller needlessly give away when an offer is made? You will be surprised at the answer.

For Buyers:

How many test rides will it take to find your right match?

How many hours will you spend on the internet?

What role “should” videos play in your search?

How do/should commissions work and who pays what ?

What % of perfect matches go unmade because of perceived issues at the time of vetting and what questions should be asking the vet verses a trainer?

What is the average cost as a % of purchase price to get your dream horse into your barn?

Knowing yourself and your numbers is the first step to shortening the buying cycle and saving money for other things.

Initially we are looking for 2 serious buyers and 2 serious sellers, who understand and appreciate the value of a trainer and coach as means to getting results in their riding endeavors and want to do the same for a purchase or sale.

We are not going to do this for FREE but will make it very reasonable considering return on investment and will offer a money back guarantee for any session for those selected.

You will receive one on one telephone coaching and email support from an expert. We will talk about your specific needs during a short interview we will schedule at no charge.

If you are interested taking advantage of a great opportunity to save yourself a small fortune buying or selling your horse, take the first step to reaching your goal by emailing jeff.johnson@impulsionunlimited.com or visiting our website www.impulsionunlimited.com

I expect our test group to fill very quickly so do not delay. If you are serious about getting help, email to schedule a time to chat and include your phone number and a couple of times to reach you.

Jeff

Posted in Buying and Selling Horses, Tips | Leave a comment

Jeff Responds to Email – How to Video a Young Horse for Sale

Posted on November 23, 2009 by Jeff Johnson

Hi – we met at the Pam Goodrich Clinic.

Your website is very informative – I will definitely recommend you folks to anyone looking to sell their horse.

Anyway, I wanted to follow up with you guys – not that I’m in the business of selling horses but since I’m sometimes asked to prepare videos for folks thought it would be helpful to followup our conversation at PG clinic – Also, I have a 3 yo WBx (DW, Holsteiner, TBX) bay white pinto and may have to sell him . Anyway here are links to some videos I’ve edited.

Thanks for looking – would appreciate any comments, feedback, etc.
Thanks much.

Thanks for your email. Here are a ideas you might want to consider.

My first suggestion with him would be to get him going under saddle before trying to sell him. There are a ton of unbroken 3 y/o’s out there and unfortunately, they are not bringing a lot. I think your investment of time or money to get him started under saddle would pay back very well.

It was difficult from your video to get a good feel for temperament, conformation and basic gaits which are the primary areas as a buyer I would be trying to evaluate.

With an unstarted youngster I would be looking for the following for evaluation:

Temperament

Catching/Leading
Grooming
Aisle Manners (cross ties etc.)
Picking Feet
Clippers
Walk and Trot straight away and to the camera on a lead line
Loading on and off a trailer (in standing wraps)

Total length of completed video section should be 3-5 minutes.

Conformation

Still Photograpgy: all shot with a 50mm lens to minimize distortion

A nice head and neck shot (braids are recommended)
Front
Back
Side showing all four legs (open pose) with neck out
Closeups of legs: Front, Back and Side

Still Shot of Trot – Usually I take these with the my Nikon but you can also get good shots out of the video editing software if shooting 29 Frames a Second (non-interlaced mode). Most video editing software lets you put still pictures in your video like a slide show (allow 3-5 seconds for each picture.

Movement

Walk and trot in a straight line away and back towards the camera.
A few minutes of Walk. Trot, Canter in and enclosed area at liberty in wraps.
As a 3 year old, I would want to see Walk, Trot and Cantor both directions on a lunge line at a minimum.

Other information:

Introduction Titles
Pedigree if that is a selling point
Credits including how to reach you for more information

Final Thoughts:

Some people really like lot’s of creative presentation in their videos “slow motion” and other “special effects”. I feel that it is easy to over do it and creates a distraction to the subject matter so I would avoid extreme creativity.