Value and Perception

Learn strategies to understand your true value, and articulate that to your customers.

Lay the foundations first

Prepare your customers for substantial price rises in a way that they will understand and really appreciate you and what you bring to them and their horses.

Together, we can achieve great things

Join a community that raises prices together - reduce anxiety, increase profits and restore the profession of farriery..

Groundbreaking and revolutionary - this will truly transform farriery for generations. 

Searching for the ability to regain control over your work:life balance? Looking to be truly valued by your customers for your dedication and expertise? Wish you could raise your prices without fear? Following this programme will enable members to learn ways to charge more, substantially more. You can truly earn more AND work less.

Tom Smith FWCF, GradDIP ELR, Master Farrier and ATF

Working as a full time farrier for over 20 years, it has become clear to Tom how the stubbornly low prices farriers of Britain are charging is ruining not just the profession of farriery; but the lives of farriers working hard to make a living. Tom was the Chair of the FRC for nearly four years, much of that time spent talking to farriers and really appreciating the issues we all face. Having trained apprentices, employed qualified farriers and had multiple vans on the road; Tom has tried most things to improve profitability and improve farriery for farriers. The realisation that some things can not be changed alone has led to Forge Smart being created - join the community that will do this together. A few years ago, Tom engaged a business coach, Mark, to help him really understand how to transform his business and realise what it was that really mattered to him - family, profitability and an excellent reputation. Delivering a valued service, to appreciative customers from within a business that allows you to achieve all of your goals is not so far away - join Forge Smart and we will take you on that journey!

The syllabus for the Pricing Programme:

The Syllabus below is a rough outline of the ten month programme. Forge Smart's Pricing Programme will constantly evolve, ensuring all bases are covered and reactive to participants needs. 

Course Curriculum

12 Chapters · 29 Lessons

  1. 1

    Welcome and Introduction

    1. Programme Overview Free preview
    2. (Included in full purchase)

      Ten month programme laying the foundations to a substantial price rise.

  2. 2

    What do we really want to get from farriery?

    1. (Included in full purchase)

      Exercise - what is it YOU want from farriery?

  3. 3

    Where we are as a profession right now

    1. (Included in full purchase)

      Overview of the profession

    2. (Included in full purchase)

      Values and beliefs

    3. (Included in full purchase)

      The culture within farriery

  4. 4

    Understanding how you can get from where we are, to where you want/need to be.

    1. (Included in full purchase)

      Begin to map out the journey

    2. (Included in full purchase)

      Be confident in your offering

    3. (Included in full purchase)

      Business canvas

  5. 5

    Understanding Your Value

    1. (Included in full purchase)

      How should we actually calculate our prices?

    2. (Included in full purchase)

      What are my actual costs?

    3. (Included in full purchase)

      What should I actually be earning?

    4. (Included in full purchase)

      Communicating Value to Clients

    5. (Included in full purchase)

      Loyalty - what is it and how it works both ways

  6. 6

    Pricing Strategies

    1. (Included in full purchase)

      Implementing Price Increases

  7. 7

    Who are my best customers?

    1. (Included in full purchase)

      Who are the customers that really suit me?

  8. 8

    Building Lasting Client Relationships

    1. (Included in full purchase)

      Feedback and Improvement

  9. 9

    How can I begin to communicate price rises effectively and confidently?

    1. (Included in full purchase)

      Count down to price rises

    2. (Included in full purchase)

      Communication techniques

    3. (Included in full purchase)

      Remember why we need to do this.

    4. (Included in full purchase)

      Approaching clients about this

    5. (Included in full purchase)

      Expected responses and how we can plan for them

    6. (Included in full purchase)

      Create the message

    7. (Included in full purchase)

      Customer feelings

  10. 10

    Attracting A1 customers

    1. (Included in full purchase)

      We know what makes an A1 customer

    2. (Included in full purchase)

      Retention of A1's

    3. (Included in full purchase)

      Marketing techniques

  11. 11

    Optimizing Your Workflow

    1. (Included in full purchase)

      Scheduling for Success

  12. 12

    Working towards the big day! April 2026

    1. (Included in full purchase)

      Remember why we are doing this

Sign up - can you afford not to?

Join now to transform your farriery business, massively boost your profits, and reclaim your work-life balance.

Enroll Now Free preview