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Four Lessons from Students Who Don’t Pay

Every riding instructor deals with this situation at one point or another. Default has become the rule rather than the exception, and there is nothing more frustrating than not getting paid for your work.

When students don’t pay for riding lessons, the whole system breaks down. This is especially true for riding instructors who depend on every payment to put food on the table—and in their horses’ buckets.

So how can riding instructors tactfully and effectively handle students who don’t pay?

I taught one student a few years ago whose mother always “forgot her checkbook” when she dropped her daughter at the barn. The girl was the sweetest thing you’ve ever met, enthusiastic about the horses and progressing steadily in lessons. However, I wound up teaching several lessons for free because her mother just didn’t pay up.

Finally, I got tired of asking politely for the money every week. I pulled the mother aside and explained, in courteous but firm tones, that if I didn’t receive payment in full by the following week, I would have to strike her daughter from my program.

I got the evil eye and a turned-up nose, but she had a check in my hands by the next day.

Lesson the First: Make Your Position Clear

Riding instruction, as I’ve mentioned several times on this web site, is no different from any other business venture. Clients (read: students) will walk all over you like rubber stall mats if you don’t make it clear that you expect payment.

It wasn’t until I figured out how to assert myself that I finally started getting paid what I was owed. Granted, you will occasionally find students who don’t pay regardless of which strong-arm tactics you pull out of your tack box, but as a rule, you’ve gotta stand up for yourself.

Unfortunately, I didn’t learn that particular tool until I’d set up my business as a riding instructor. It was quite a shock for my students when I finally started demanding payment for services rendered and providing consequences for students who didn’t pay.

Lesson the Second: Lay It All on the Line

When your students first show up at your facility and request riding lessons, it is a good idea to have a welcome packet prepared. This packet will contain all the information your students need to excel in your lessons, from the types of clothes they should wear to how you structure class.

This is a great time to make your payment policies known. You should include a document in your welcome packet that informs students of the price of lessons and when payments are due. Have each student (or student’s parent) sign a copy of this document to signify they understand your policies.

You can also set up the document as an agreement made between two parties. For example:

I, the Student, agree to always pay X amount for riding lessons by the first day of the month

This makes it very clear in advance that you expect a certain amount of money in the pocket of your breeches by a certain date. It could be a weekly amount payable on the student’s lesson day or some other structure, such as monthly in the example above.

Of course, telling your students when payment is due and actually receiving it are two different things. If your students believe they can skip a few payments without any consequences, they probably will. It’s human nature for people to see what they can get away with.

Lesson the Third: Establish Consequences

When I finally realized I wasn’t operating my riding instruction business like a professional, I decided I would take a page from the books of other entrepreneurs. In addition to having my students agree to pay me a certain amount on a certain date, I also created a late-payment policy to encourage timely remuneration.

Different riding instructors will have different policies, depending on their business preferences. I, for example, charge a $5 late fee for every day the payment is not made. After the tenth day, no more lessons will be given until payment is received. It’s very simple, and I don’t make exceptions.

Other riding instructors might charge a late fee in the form of a percentage of the total due, or perhaps you would prefer to charge a flat late fee regardless of how late the check is. This is your decision.

The problem is that some students will walk right through those consequences and still refuse to pay, which is why steadfast devotion to your own policies is essential.

Lesson the Fourth: Make No Exceptions

If your students know that, despite your payment policies, you’ll let them slide every once in a while, you’ll still have a problem. Don’t rely on the kindness of your students’ hearts to line your bank balance. Sorry, it doesn’t work.

Instead, hold your students to the payment policies set forth above. This is never a pleasant situation, but you have to decide right here and now that you deserve payment for services rendered.

Other Articles in the Series:

• Can Riding Instructors Make Money?
• The Rock Star’s Guide to Setting Fees
• Four Lessons from Students Who Don’t Pay
• The Secret to Increasing Riding Instructor Revenue
• Do You Make These Financial Mistakes?
• Warning: Do You Charge Too Little for Riding Lessons?
• Are You a Business Savvy Riding Instructor?

The Rock Star’s Guide to Setting Fees

As a riding instructor, you probably consider yourself as far removed from rock star fame as possible. However, if you think like a rock star, you’ll make more money in your riding instruction career.

Evolution of a Rock Star

Most musicians do not become famous overnight. There might be a few exceptions, but the vast majority of rock stars work hard at their careers and suffer through myriad disappointments before finally hitting the big time.

Performing at open mic nights, recording demo CDs, begging managers for a moment of their time, working part-time jobs to put food on the table. These are all common in the backgrounds of famous rock stars. Some people refer to this as “paying one’s dues”.

Finally, just when it seems like it’s time to give up, a musician gets a major gig or catches the eye of a recording studio. Suddenly, the marketing begins, and they start to make a name. They might play small shows or open for bigger bands on tour, but they aren’t yet classified as rock stars.

In fact, it usually isn’t until a musician becomes a household name that the term “rock star” finally applies. Fame, fortune, groupies—the works. Suddenly, everything the musician has ever worked toward becomes a reality, and he or she is considered a hot commodity in the music industry.

But what does this have to do with riding instructors? And how can you learn from rock stars to make more money as a teacher?

Good Ol’ Supply and Demand

Before rock stars make it big, they first have to climb the rungs of success. They might not enjoy opening for larger acts or playing at sleazy night clubs, but they do it because they know it’s only temporary. Once they prove their talent, all that sacrifice will be worth it.

Theoretically, anyway.

The point is that every industry, from music to food service, is governed by the laws of supply and demand. When a rock star is unknown, he cannot charge nearly as much for products and performances as when he becomes famous.

Riding instructors must operate according to the same rules. When you are just starting your career and you don’t have much experience, you won’t be able to charge as much as a veteran instructor.

Following the Trends

If you are going to set fees like a riding instructor, you’ll have to adhere to the laws of supply and demand. This does not mean, however, that you have to undercharge for your valuable services.

Setting fees like a rock star means continually assessing the value of your services and adjusting your fees accordingly. When the demand increases for what you have to offer, the price goes up.

In other words, when you start getting groupies, it’s time to increase the price of your concert tickets.

It’s common sense, but you’d be surprised how many riding instructors charge too little for their riding lessons, and therefore never seem to make enough money. If you are getting new clients on a regular basis and retaining your old ones, increasing your prices is the next logical step.

Getting Started

When you first become a riding instructor, set your fees at the minimum charged in your industry. This will vary according to where you live; in some parts of the U.S., for example, amateur riding instructors might charge $15 per hour, while others might charge as much as $40 per hour from the outset.

To figure this out, start calling other riding instructors in your geographic location. Ask how much they charge for riding lessons and record the figures. Once you’ve recorded ten or twelve estimates, you’ll begin to see a pattern, and that is where you can begin.

Evaluating Your Prices

I recommend riding instructors evaluate their pricing schedule every six months. This doesn’t necessarily mean you should increase your prices twice a year; however, you should consider the trends of your business and start making plans for the future.

Continue reading this series on making money as a riding instructor as we explore new levels of the financial aspects of riding instruction.

Other Articles in the Series:

• Can Riding Instructors Make Money?
• The Rock Star’s Guide to Setting Fees
• Four Lessons from Students Who Don’t Pay
• The Secret to Increasing Riding Instructor Revenue
• Do You Make These Financial Mistakes?
• Warning: Do You Charge Too Little for Riding Lessons?
• Are You a Business Savvy Riding Instructor?

Can Riding Instructors Make Money?

You love horses. You love people. You love teaching people what you know about horses. Why wouldn’t you become a riding instructor? This is obviously one of the most popular careers in the equestrian industry, and as long as there are horse-crazy people, the need for riding instructors will exist.

The question on many of your minds, however, is whether or not riding instructors can actually make money. You know that it’s an enjoyable career, an opportunity to make a difference, but will this job actually put food on the table?

The answer is yes, riding instructors can make money, but only if they approach their careers with the appropriate mindset.

Riding instruction is not a get-rich-quick career, nor does it guarantee success. I’ve known plenty of riding instructors who have failed miserably at their jobs, and most of them “retired” before they could make it in the red.

For riding instructors to make money, they must realize two things: 1)Riding instruction is a business; and 2) Customer satisfaction matters more than anything else.

This series of articles, aptly titled “Making Money” will explore the ways in which riding instructors can increase their chances of monetary success. You know you want to work with horses and people, but I want to help you learn how to become financially stable.

Look for these articles in this series over the coming weeks:

• The Rock Star’s Guide to Setting Fees
• Four Lessons from Students Who Don’t Pay
• The Secret to Increasing Riding Instructor Revenue
• Do You Make These Financial Mistakes?
• Warning: Do You Charge Too Little for Riding Lessons?
• Are You a Business Savvy Riding Instructor?

I might add more titles to the series as new questions pop up, but these will definitely get us started. If you are interested in making money as a riding instructor, check back daily for new tips.

The Value of Demonstration

You do not have to be an Olympic-class rider to excel in the teaching arena, but a good demonstration goes a long way for riding instructors. Some students learn best visually, and for them a demonstration of exactly how to execute a command or respond to a situation makes a big difference.

Of course, a demonstration can take place in a variety of formats. If you want to show your students “how it’s done”, you might take a scrap from my playbook. Following are the various ways in which I’ve taught my students visually rather than verbally.

Riding Instructor Demonstration

If they feel comfortable riding in front of their students, riding instructors can hop on a horse and show off their stuff right then and there. You can either ask an assistant or other rider to get a horse for you, or you can ask a student to dismount and use their horse for the demonstration.

Not only is this the most convenient form of demonstration, but it also allows riding instructors to build confidence in their students. Once your class sees that something can be done, they will be much more motivated to work toward it themselves.

Guest Rider Demonstration

Alternatively, riding instructors can ask someone else to ride in and perform the demonstration. This particular method works best when the instructor wants to explain what is happening as the other rider is performing.

If you choose this route, make sure your exhibitor is capable of following your directions to the letter. It helps if the rider is visually obvious about commands and movements so students can understand in intimate detail what they need to do in the saddle.

Video Demonstration

We live in a high-tech world, so why not let technology work for us? If riding instructors have access to a television set and DVD player or VCR, videos are a great way to instruct a large group of students at once. The major benefit of this medium is that riding instructors can rewind movements over and over again, running the video in slow motion when necessary to emphasize a point.

Of course, it helps if you use a large television screen with high resolution so the students can clearly see what the horse and rider are doing. A poor quality video is virtually worthless when it comes to demonstration.

Non-Mounted Demonstration

It is possible for riding instructors to demonstrate movements from the ground or using a “pseudo-horse”. I keep a bale of hay and dolly with reins attached next to my arena. This way, I can demonstrate a particular movement without the complications of the horse.

This method only works if you don’t need to demonstrate the horse’s reaction to what you are doing in the saddle. In essence, it is only effective for younger, less experienced riders.

Why Demonstrations?

All riding instructors must learn that they are teachers first and foremost, and that students learn in different ways. Some will pick up a new concept or movement simply by having it verbally explained, while others need to see it to make the connection.

First Impressions Matter

If you continue to read this blog, one of the themes you will see emerge is the concept of riding instruction as a business rather than a hobby. This blog is for professional riding instructors who are dependent upon their income for life’s necessities.

Consequently, I will often write articles about how you can improve the business aspects of riding instruction. From record keeping to salesmanship, riding instructors must operate like any other business owner, even if the setting might be more informal.

First impressions, for example, are integral to the success of any riding instruction business. If you can’t impress prospective clients from the get-go, it is doubtful you will be able to retain them.

Cleaning Up

When clients first drive up to your barn or stable, what is the first thing they notice? How will they immediately perceive your place of business?

Riding instructors should pay careful attention to curb appeal—it is just as important for riding instruction as it is in real estate. Landscaping, fencing, buildings and other aspects of aesthetic appeal will go a long way toward improving those first impressions.

Plant new flowers along the fence line of your property, trim any hedges that are visible to clients. Mow your grass, pull those weeds and eliminate overgrowth. You don’t have to hire a professional landscaping company to keep your yard in shape, but you should take the time to do it yourself if you don’t want to spend the money.

Your fences should always be in good repair. Don’t allow chipped paint, splintered boards or exposed nails to exist for long. For riding instructors who do not relish woodwork, there are synthetic alternatives that require less maintenance.

Sometimes improving first impressions is as simple as dragging the arena or straightening the barn aisle from time to time. Consider how you would view your property if you were a client showing up for a riding lesson. This will help you identify vulnerabilities.

I realize that some riding instructors work on other people’s property, which means that your influence over first impressions is limited. However, you can help encourage property owners to maintain and improve the aesthetics, and even offer to help with some sweat equity.

Dressing Up

Working at a barn is dirty work, which means that riding instructors are hard pressed to always look their best. Nevertheless, put some time and effort into your appearance to improve those first impressions.

When meeting new students or teaching riding lessons, wear your best equestrian apparel. This might include fresh jeans and a crisp button-down shirt, or you might be more comfortable in breeches and field boots. Whatever the case, your appearance does matter.

Some riding instructors even wear uniforms, such as a polo shirt in the stable’s colors or with the barn logo on the breast. If you manage other riding instructors, it might be beneficial to homogenize the uniform so students can immediately identify those in charge.

I’ve found it easiest to keep fresh clothes on hand at the barn. That way, if I’m working horses or cleaning stalls before lessons, I can easily change so I don’t appear disheveled as students arrive.

Greeting Customers

How do you feel when you walk into a store at the mall and the sales personnel ignore you as though you don’t exist? Or when you ask for help finding an item of desire and are greeted with hostile stairs and pointed fingers?

Riding instructors should learn how to professionally greet prospective clients and new students. Don’t assume that people know what to do when they arrive, and make sure you help newcomers feel welcome and appreciated.

Introduce yourself with a firm handshake and confident eye contact. Ask them if they have any questions before you begin, then take them on a guided tour of your facility. Make sure you address questions that often crop up during these first meetings so they don’t have to ask, and offer them a cup of coffee or a soda if you have something on hand.

For repeat customers (i.e. students), greet them by name and show them you remember who they are. People like to feel as though they are important, so make a commitment to treating all students as VIPs.

Making Introductions

At most stables, an established hierarchy tends to put people—both instructors and students—in their place. First you have the barn employees, then the boarders who might also take lessons, then the “frequent fliers” who take multiple lessons per week or might even lease a horse, and finally the once-a-weekers.

Don’t let this hierarchy create loneliness, jealousy or frustration for those in the lower echelons.

When new customers first arrive at the barn, riding instructors should make a point to introduce them around. Who will help if they have trouble tacking up? Who are the most familiar faces at the barn? What are the horses’ names?

Create a “doors always open” atmosphere at the barn and new students will immediately feel as though they’ve found their home away from home. This is a powerful business advantage for riding instructors as well as a way to improve the work environment.

Gauging Response

A good predictor of whether or not riding instructors should improve first impressions is whether or not students come back for a second lesson. If you find that you experience lots of no-shows with poor client retention, you’ll know something needs to change.

Track this information on the computer or in a ledger. Every six month, review your statistics and make changes to your business plan as needed. If you don’t, you’ll continue to perpetuate the same patterns and you’ll never be able to increase your business.

Preparing for Summer

I realize that the first day of spring just passed us by, but riding instructors should already be preparing for the coming summer. Depending on where you live and work, summer days can wreak havoc on your riding instruction business, producing numerous obstacles that cease to exist once winter rolls around.

I live in Texas, so my summer preparations might be unnecessary in your neck of the woods. Nevertheless, riding instructors should remain cognizant of the changes that occur in the transition from spring to summer.

Increase Water Supply

Just like humans, horses tend to drink more water during the summer, and this is especially true of school horses who might be worked a couple of times in one day. This means that access to water must be monitored closely.

In some areas of the world, it might be necessary to provide two water buckets in your horses’ stalls if you don’t use automatic waterers. The levels of outdoor water troughs should be checked at least once each day, and natural water sources (i.e. lakes, ponds, creeks) should be monitored.

Riding instructors can help out their school horses as well as their clients’ horses by installing a small water trough inside or just outside the riding arena. This way, students can pause during a particularly zealous lesson to water their animals.

Feed Electrolytes

I cannot emphasizse this enough: School horses need electrolyte supplements during the summer months. They simply do not get enough of them from grain and other natural sources, so add a few sprinkles to their feed or water to keep them hydrated.

You can purchase electrolyte supplements from your local feed and tack store, and the price won’t break the bank. In a pinch, you can add a cup of clear Gatorade to your horses’ water buckets, but this shouldn’t be a daily occurrence.

Take Breaks

It is easy for riding instructors to get caught up in their work during a lesson and forget that the horses get tired in the summer. It is easy for school horses to overheat and go unnoticed until the end of the lesson, so provide frequent breaks.

A great way to do this is to bring your riders in from the rail every once in a while to explain or demonstrate a particular concept. The horses get a breather and your riders don’t feel as though their riding time is being taken away.

Extend Cooling Out

Just as horses can get overheated during the summer, it takes them longer to cool down. This should be the responsibility of your students, so build cool-down time into your riding lesson schedule.

If the horses aren’t being used again, send them out for a leisurely trail ride after lessons. The horses will get a change to lower their pulse and respiration, and your riders will enjoy the down time after lessons.

If horses are still not cool after riders dismount, they should walk them until there is no more heat in their chests and until their vital signs are normal. Use the summer as an opportunity to teach students about horse health.

Purchase Sheets

In some areas of the world, summer days are hot and humid, but the temperature drops significantly after the sun goes down. If this is the case in your neck of the woods, you’ll need to prepare for those late-evening lessons.

For example, if horses need a hosing after a strenuous ride, bathe them and then put a sheet on while you walk or grazy them. This way, they won’t catch a chill from the weather but they will cool down.

Watch the Weather

Some days, it’s just too hot to ride. Horses can experience heatstroke just as easily as humans, and you’re better off cancelling lessons if the heat index will be too high. Look at factors such as humidity as well when making such decisions.

On the same note, consider moving your lessons around to take advantage of cooler portions of the day. Kids are not in school anymore, so many of them might be able to come early in the mornings or later in the evening. Talk to parents about how they might reschedule.

Summers for riding instructors are often miserable, but you can ease the pain of heat and humidity by affecting small changes in your riding lesson program.