a horse who dosent like thier head being touched is difficult to help because you dont want to scare them or put them out of thier cumfort zone but you want to them to be comfortable touching them all over.
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Slowly and with casual calm you will win.Keep rubbing a bit nearer the sensitive part..then back off ..(not looking them in the eyes)Remember advance and retreat? Retreat when he/she is still..then go in again..Horses must allow you to touch their heads and ears,for grooming vet and so on and it's a case of desensitising them to their fear of being touched,usually caused by rough handling in the past.This you can usually cure in a matter of days I think.