…AND WHY I TRY TO IGNORE IT AND GET CURIOUS INSTEAD.
If I’ve done the work to really evaluate a ride to the standards I’ve set then everything on the website should be:
of a very high quality,
owned and guided by generous spirits that charge fairly, and
clear the itineraries and the value of the ride,
It should sell itself.
Incredible photography can show the beauty of an experience. All I need to do is post different moments from the ride on socials. Combined with very comprehensive ride pages on the website with loads of details for those that need this to make a decision (I am one of them) the right rider can match their personality to a ride and signing up is a thrilling, exciting experience that they are sure of. A few questions here and there is totally normal of course.
SELLING FOR OPERATORS
There’s no such thing as a free lunch and there’s also no such thing as a free safari. Though being invited to visit is always very nice. With the ride comes the expectation that I will sell. There’s an expectation of trade and that’s fair.
These ‘familiarization’ rides should really be just that. A look. A test. A first date to see if we like each other. Rides are all about personalities and my job is to match riders to rides. By experiencing the ride first hand, yes I can give practical advice on weather, horses, bedding, the bathroom set-up and the food.. But the biggest advantage is that I can speak confidently, with authority, about what the guest will love about that ride and why. Does the guest have a need for speed and a physical challenge? Or are they a happy hacker seeking beautiful surroundings and excellent food. I can recommend where you should go based on who you are.
I don’t want to promise a host that their ride will go on the website just because I visit and similarly I don’t want to promise that I will fill saddles even if it does. Sometimes things don’t click at different points of the process. I try to keep communication clear and open on the onboarding and initial release process. Sometimes rides, like Jakotango or Slovenia, sell themselves. Others though… I have to have difficult conversations with the hosts. I don’t want to let anyone down but it’s best to be honest about what interest there is and I might be able to give advice on what doesn’t quite work - if they are prepared to hear it.
Why don’t some rides sell?
What if I loved it, I got great content, the photographer nailed the photos and they’ve done very well on social media. We’ve told the story and people get the vibe. Maybe applications start rolling in too. But no one actually books.
I usually start to feel a little anxious and confused. I feel an obligation to deliver my end of the deal and find their perfect guests. I worry that they will think that I’m ineffective or not doing my job peroperly,
It took a few releases of new rides to set that anxiety aside and now, instead, I get curious. How interesting that this ride has so much engagement on social media but no one is signing up? Is it because I haven’t explained the itinerary well enough? Maybe. Is the ride priced correctly, is it too expensive? Possibly. I don’t set the itinerary or the price. The operator creates their own ‘product’ and it’s my job to convey that information realistically but also to make it come alive.
I’m learning that when rides don’t sell it’s usually for one of three reasons:
The itinerary is too vague and I’m not certain of the experience. Which means in some way I am holding back promotion of the ride - consciously or subconsciously.
The ride’s personality is confused. The ride might be trying to claim to be something it’s not, or it might not fit into what people expect. It might be a bit weird. In this case it’s hard to match the personality of the ride to riders and it gets lost.
It is just too expensive. Maybe justifiably so because the base costs are high. Maybe there is a bit of price gouging going on. Deep down if I believe a ride is over priced I just won’t sell it.
With a bit of experience under my belt now I can tell you why the rides that don’t sell - don’t. Whether I share this information with the host comes down to the strength of my relationship with the them. If they are receptive I will share my insight happily. If I don’t think they want my insight, I will simply stop putting energy into the ride. I’ll stop posting it on socials and wait for the ride to continue to develop the itinerary and strengthen the value proposition.
SELLING TO GUESTS
I will never try to sell you a holiday. If you want to go, go. If you don’t, I’ll probably pick up on that fact after the third or fourth minor, semi-relevant question and then I’ll agree with you that it just doesn’t make sense for you right now.
They’re just holidays. Not further education or financial investments. The reluctant rider probably has their reasons. Perhaps they know that they aren’t up to the riding level. Perhaps they can’t really afford it. Perhaps they’re doing it to show someone else they can and the ride is not for themselves. Either way, if your gut says no, don’t go.
You’ll end up asking a lot of questions, worrying, regretting, not getting your expectations met and then returning home feeling jarred and awkward because you forgot to slow down, live in the moment and enjoy it. Such a shame and such a waste. Go when you’re ready. I’ll still be here and so will the rides!
CONCLUSION
I’m learning that listening to the guests is the best way to know I’m doing the right thing. They will tell me with their interest whether I am selecting the right partners for Black Saddle. If they’re not interested it doesn’t mean that I’m doing a bad job or the operator has a bad product, but I or the ride might need more development.
The right guest will be sure of themselves and the experience and confidently book. Many, many questions or nit picking on minor details and they might be wanting something else other than a holiday.
I want to put energy into the rides that are effortless and a joy to sell.
PS - Just in case you’re curious, the best selling rides on Black Saddle are Jakotango, Iceland and Kyrgyzstan. They are such different rides but what they all have in common are incredibly brilliant hosts with high standards and a genuine love for horses.