f e at u r e
Five retailers and two distributors were treated to two full days of hands-on training at the renowned Thunder Ranch shooting facility in Lakeview, Oregon.
Mossberg Motivation
Mossberg dealers and distributors rewarded for reaching Triple Crown Dealer Program sales goals
T
he Mossberg Triple Crown Dealer program is designed to motivate and reward sales personnel as well as raise consumer awareness and knowledge of Mossberg products. Befitting the name, the program is made up of three parts, all of which are tailored to reward retailers when they meet specified sales levels of Mossberg products.
Last summer the manufacturer hosted its 2012 Triple Crown Incentive Program winners at the world-renowned Thunder Ranch training facility in Lakeview, Oregon. Five retailers and two distributors reached the top sales-level goals and were
rewarded with two full days of hands-on training with Thunder Ranch president and director, Clint Smith, and his wife, Heidi Smith. The course included focused instruction on tactical and longrange rifles, defensive shotguns, and handguns.
Joining the incentive program winners at the event were Tom Taylor, Mossberg’s vice president of sales and marketing, and John MacLellan, Mossberg’s director of sales. “We want to congratulate our incentive winners and commend their participation in the Triple Crown program,” said Taylor at the event. “We are in the second year of this highly effective purchase incentive program, and the participating distributors and retailers have experienced increased sales, profits, and a raised consumer awareness of the Mossberg brand and products. It’s a win-win program for those motivated dealers, sales associates, and distributors.” Nick Brown, buyer at Buckeye Firearms of Rogers, Ohio, said the experience at Thunder Ranch was “unbelievable.” He added, “The company really took care of us. I even got to shoot the MVP at 600 yards.” Brown notes that hands-on experience such as this benefits both retailer and manufacturer. “When you get a chance to use the products, you’re better able to communicate the features to a potential customer.” In his case, he said sales of Mossberg firearms “went up 20 percent after I got back. That’s directly attributable to this trip. It’s a stand-out idea, and I don’t understand why more manufacturers aren’t creating programs such as this.” Given the level of retailer enthusiasm generated by the program, Mossberg obviously feels it has hit a home run. “We continue to enhance our sales initiatives with programs, such as Triple Crown, specifically designed to increase profits and motivate and reward associates,” MacLellan said during the event. “And with Clint and Heidi providing such a highly desired incentive—a defensive training course at Thunder Ranch—we experienced an extremely high level of participation in the Triple Crown Program this year.” The 2012 Mossberg Triple Crown sales initiative included a stocking dealer program, dealer and distributor associate incentive programs, a VIP discount program, and free guns and gear opportunities. Booth #12734. (203-230-5300; mossberg.com)
92 ■ Shot Business Daily ■ day, January XX, 2013