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The early days of the pandemic were something of a godsend to dealers tied up with stale inventory. Two years later, however, it’s created an entirely new problem. In the Sept. issue of Shooting Industry, Hank Yacek argues with sustained high levels of demand, “the art of salesmanship can go out the window as salespersons become transaction facilitators.”
In “Crisis In Confidence — Get Back To Selling!” Yacek suggests, “If our team starts asking questions focused on understanding the goals of our customers — instead of the products — we can easily discover what they are trying to achieve. Once we know their plans, we’re able to open up the conversation to more products we can add to the sale because it might solve their problem better (or go beyond) and even find solutions to problems the customer might not know they have.”
If e-commerce isn’t already part of a firearms-related business, now’s the time to start. With consumer shopping preferences changing and evolving attitudes toward online sales, Tim Barker addresses ways to begin using e-commerce to drive more sales, including partnering with 2A-friendly service providers such as Celerant and Gearfire, in “At The Starting Line.”
Other points of interest in the Sept. issue include Carolee Anita Boyles’ feature on “Making The Most Of Used Gun Sales,” and how airguns represent a lucrative growth opportunity in Bryan Hendricks’ “Air Power.”
Walther’s PDP-F has a number of positive features an assortment of customers will find appealing. Massad Ayoob points to a variety of things the “F” stands for in the Personal Defense Market column. Carolee Anita Boyles introduces Belle McCormack, owner of The Firearms Academy in Seattle, and her unique take on how to train women more effectively in the Arms & The Woman installment. FMG Publications’ Digital Content Editor and Marketing Manager Ashley McGee explains how it’s possible for ranges and firearms retailers to successfully develop and manage digital marketing efforts in Best Practices.
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CONTACT: JADE MOLDAE