Part of the fun and excitement of choosing a stallion is to talk it over with friends and family, and be able to discuss your stallion's merits as compared to other available choices. Make it easy for them to convince others they have made a good choice. In this day and age of word processors, computers and the Internet, it's easier than ever to come up with something presentable about your stallion. In case you are not comfortable with mice and monitors, maybe you have a family member or friend who will volunteer for the job. If all else fails, use the services of a professional who knows the horse business.
People have their priorities.
Some are strictly going on performance record or eye appeal. Others are limiting their choices to leading sires and proven producers whose foals will bring top dollar on the market. Some will be influenced by stallions whose offspring will be eligible for Futurities and other stallion Incentives. By being a good listener, you can emphasize where your stallion fits in. Once you have satisfied their criteria for the type of stallion they are looking for, and provided the facts they need to support their decision, the third element boils down to good service, personal attention, and a pregnant mare that returns home in good condition.