MONDAY, MARCH 2, 2020   ■   PUBLISHING

Gear for Long-Range In March Shooting Industry

The long-range trend has made its mark on a number of segments, like high-end optics — as well as firearms, ammunition and other must-have accessories. In the March issue of Shooting Industry, dealers share how they assist customers in their journey to make hits at longer ranges.

In “Satisfying The Long-Range Itch,” Ken Perrotte advises stores able to capitalize on add-ons for long-range customers will receive a healthy bottom line boost this year.

“Ultimately,” said Jake Merritt, Iron Horse (Parker, Colo.) manager, “we want our customers to leave the range excited about their new experience. Being able to see the smile on their face when they hit a steel target at 600 yards helps us know we have done our job. Providing customers with a great setup and an understanding of why we set up our rifles the way we do helps ensure sales.”

As many dealers know, handgun accessory sales are essential building blocks in the foundation of long-term success: “As soon as you sell the gun, you ask if they need a holster,” advises Kathy Peisert, owner of Missouri-based Great Guns.

The key to selling accessories is to get the customer talking about their plans for the gun. Izzy Musquiz, owner of Texas-based Sharp Shooters Safe & Gun, views the handgun sale as an “interview” process. Will it be carried, used for home defense or for plinking at the range? Depending on the answers, his staff discusses the array of possible options (holsters, ammo, optics, etc.) — paving the way to accessory sales.

Additional features in the March issue include the importance of choosing the right in-store point-of-sale system. Implemented and managed well, it can ultimately serve as the backbone of a retail business. When it comes to knife profits, is it better to invest in the hot new tech and less in the old? Or vice versa? With a bit of research, old and new can work in tandem to please customers and boost the bottom line.

This month’s Personal Defense Market examines niche marketing, and how Osborne & Sons Gun Shop in the small town of Onalaska, Wash., has established itself as a “destination” store for customers in the area. In the wake of tragedy, it’s important to handle marketing communications with the appropriate finesse. The Everyday Marketing column addresses how firearms-related businesses can effectively communicate during an emotionally driven time. The strategic use of color in marketing and branding materials can be used to a distinct advantage. In Arms & The Woman, learn how color psychology can influence mood and feeling to appeal to female customers.

The March issue of Shooting Industry can be accessed in its entirety online at www.shootingindustry.com/digital-version. After reading the issue, send the SI team an email at comments@shootingindustry.com.

CONTACT: JADE MOLDAE

EDITOR@SHOOTINGINDUSTRY.COM