VOLUME 21, NUMBER 7 DECEMBER 2013
FIRING LINE: WEATHERBY’S 28-GAUGE “MAGIC WAND” PG. 24 GOOD STUFF: GET THE EDGE WITH CHEF’S CHOICE PG. 44
SELLING SECURITY From trigger locks to gun safes and beyond, firearms security can protect your bottom line PG.28
CROWD APPEAL
SMART RETAIL TIPS TO ATTRACT NEW CUSTOMERS PG. 38
KEEPING THE BEST GOOD EMPLOYEES ARE WORTH THEIR WEIGHT IN GOLD PG. 34
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Use o T r e i s a E nd adjustable peep A , e t a r u c c A • Safer, uMnlooardewithout pulleind gratmrigp ge• rCocks by lifting bolt
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savagearms.com
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CONTENTS
S H O T B U S I N E S S ❚ ❚❚ D E C E M B E R 2 0 1 3 ❚ ❚❚ V O L . 2 1 , I S S U E 7
Departments 26
2 5
28
Features
28 34 38
SELLING SECURITY From trigger locks to top-of-the-line gun safes with all the bells and whistles, firearms security can protect your bottom line BY ROBERT SADOWSKI
NSSF Update 16 17
FROM THE NSSF Digging
deep into industry data
COVER: PETER B. MATHIESEN
RETAILER TOOLBOX SHOT
Show offers education opportunities galore
18 18
FIRST SHOTS, BIG CITY
Atlanta breaks records PREMIUM MEMBERSHIP
Benefits abound, including an FFL defense fund
19 19
NEW VP/CFO JOHN SMITH
20 21
NSSF DELIVERS VALUE
Nancy Coburn to retire NSSF UPDATES MSR RESEARCH New data
NEWS BRIEFS
Weatherby’s Mark V sweepstakes; Winchester’s Long Beard XR ammo; Bushnell’s gunsmithing fair FYI The benefits of
26
UNDERCOVER SHOPPER Prepping for
adding an archery line FIRING LINE Big results
for Weatherby’s SA-08 Deluxe 28-gauge
3-Gun in Atlanta
44
GOOD STUFF Getting
46 52
WHAT’S SELLING WHERE
CROWD APPEAL It’s not really all that hard to attract new
customers—you just need to try. And given the competitive nature of your business, the effort is worth it BY BARBARA BAIRD
from mall rats
22 24
SWEETEN THE POT Employee incentives—whether in the form of
commissions, spiffs, or profit-sharing—can work wonders for both the staff and the owner BY WILLIAM F. KENDY
EDITOR’S NOTE Lessons
edgy with Chef’s Choice knife sharpeners
NEW PRODUCTS
Caldwell DeadShot TreePod, Taurus CT Carbine, TerraLux headlamp, and more
44
shows ownership trends
YOU SHOULD KNOW
NSSF consultants help keep ranges EPA- and OSHA-compliant DECEMBER 2013❚❚❚SHOT BUSINESS❚❚❚1
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EDITOR’S NOTE
NSSF
Different Breed Lessons from the mall
A
recent survey commissioned by the Urban Land Institute about shopping habits of Generation Y, the 18- to 35-year-olds also known as millennials, reveals some interesting tidbits that might help you connect more effectively with this important group of consumers (88 million strong with an estimated purchasing power of $170 billion). Though the survey focused mainly on shopping in malls, there is plenty of fodder here for independent firearms retailers, many of whom are not doing a good job of recruiting and retaining members of this generation. They are, no doubt, a different breed. But even if you find them hard to fathom, they are your future, and you need to figure out how to sell to them.
SLATON L. WHITE, Editor
Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor Maribel Martin, Senior Administrative Assistant James A. Walsh, Art Director Judith Weber, Production Manager CONTRIBUTING EDITORS
Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll
ERIC ZINCZENKO, Executive Vice President ADVERTISING: 212-779-5316
Gregory D. Gatto, Publisher Paula Iwanski, National Sporting Goods Director Brian Peterson, West Katie Logan, Sporting Goods Sales John Driscoll, Vice President, Corporate Sales Elizabeth A. Burnham, Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director
BUSINESS OPERATIONS
Here’s one of the survey’s most important findings: “Gen Y’s emphasis on ‘lots of options’ and ‘styles I like’ ties into their continuous search for the latest trend, new sensory experiences, vibes, and fun. Mall owners should take this to heart: It’s their competitive advantage over often-drab discount department stores. But change
must be constant. If a mall—or the stores in it—becomes stale, Gen Y will move on. Novel experiences need not be expensive; for example, mood lighting can come and go, and paint is cheap.” Sensible advice, given that this group is accustomed to being continuously entertained and visually stimulated. “Mall marketing directors need to be forever imaginative—and tweet patrons about what’s going on at their centers.” When asked about how to improve the shopping experience, 42 percent of the respondents said, “freshen/
change decor/atmosphere.” The survey also found that Gen Y is brand-conscious—not because they consider specific brands prestigious, but because they value consistent quality. “This takes them to favorite branded stores and also explains online purchasing patterns; they use sites like J. Crew to lead them to ‘sanctioned’ new products. Gen-Yers are suspicious about unknown brands and are unlikely to experiment without being able to touch and examine new products.” They value having the product in hand, something you can provide easily. Some things, though, never go out of style. Good customer service is very important to 48 percent of Gen Y, and somewhat important to an additional 48 percent. That’s 96 percent of the customer base. ULI’s CEO, Patrick L. Phillips, notes that this generation requires “retail venues to stay on top of changing trends and regularly upgrade their facilities and offerings. The competition is fierce and the best are getting better.” To help you compete, check out “Crowd Appeal” by contributing editor Barbara Baird on page 38.
Tara Bisciello, Business Manager
CONSUMER MARKETING
Robert M. Cohn, Consumer Marketing Director Barbara Brooker, Fulfillment Manager
MANUFACTURING
Laurel Kurnides, Group Production Director Stefanie La Bella, Associate Production Director
BONNIER
Chairman, Jonas Bonnier Chief Executive Officer, Dave Freygang Executive Vice President, Eric Zinczenko Chief Content Officer, David Ritchie Chief Financial Officer, Nancy Coalter Chief Operating Officer, Lisa Earlywine Chief Brand Development Officer, Sean Holzman Vice President, Consumer Marketing, Bruce Miller Vice President, Corporate Communications, Dean Turcol General Counsel, Jeremy Thompson
SHOT Business (ISSN 1081-8618) is published 7 times a year in January, February/March, April/May, June/July, August/September, October/ November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the official publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 21, issue 7. Copyright © 2013 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices. Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness .com/cs. You can also email shotbusiness@emailcustomer service.com, call 386-246-0188, or write to SHOT Business, 2 Park Ave., New York, NY 10016. For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.
Slaton L. White, Editor
2❚❚❚SHOT BUSINESS❚❚❚DECEMBER 2013
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National Shooting Sports Foundation®
PROTECT YOUR BUSINESS
“
WITH THE BEST IN THE BUSINESS For any retailer, large or small, this membership is a no-brainer. Between the education materials, access to the best frearms
Introducing NSSF’s Premium Retailer Membership The protection you get when you need it most:
attorneys and other premium
Unlimited legal defense fund to protect your FFL
benefts, this membership is A complete compliance audit of your store
what many of us have been
”
waiting for.
Access to a 24-hour ATF Compliance Hotline
Joe Keffer, Owner, The Sportsman’s Shop, New Holland, Pa
A library of compliance resources and materials
Contact Patrick Shay, NSSF retail development director, at 203-426-1320 or pshay@nssf.org.
Visit us at booth L221
NSSF is the trade association for America’s frearms industry. Our mission: To promote, protect and preserve hunting and the shooting sports.
NSSF.ORG/PREMIUM
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Bits & Pieces
NEWS BRIEFS NEWS ❚
❚❚
PROMOTIONS ❚
❚❚
AWARDS ❚
❚❚
OUTREACH
Mission First Partners with Laura Burgess Marketing
Mission First Tactical (MFT) is partnering with Laura Burgess Marketing to build awareness of the MFT brand in the military, law enforcement, and civilian communities. MFT designs, manufactures, and markets operator-approved tactical-rifle accessories in the United States. MFT’s in-house design team is made up of former and current military and LE personnel, who work alongside a team of engineers dedicated to developing enhanced weapon systems. MFT, together with E. I. DuPont’s Military Plastics Division, has developed new materials that reduce weight and increase strength and durability, resulting in affordable accessories that provide rapid target acquisition and accuracy. MFT product lines include Battlelink, the next-generation of drop-in replacement buttstock technology; Torch mounts, which maximize mounting options for illumination devices and lasers; and Tekko integrated rail systems, which allow for custom mounting options.
PRADCO Taps Providence Marketing for PR
PRADCO Outdoor Brands has selected Providence Marketing Group as its public relations agency of record. Providence will handle media buying and public relations on behalf of Summit Treestands, Seat-OThe-Pants harnesses, Moultrie cameras and feeders, Knight & Hale calls and decoys, and Code Blue scents and lures.
The WeAreWeatherby winner can choose from production Mark V rifles.
WeAreWeatherby Sweepstakes Deadline Looms
L
aunched in mid-August, and closing December 31, 2013, the WeAreWeatherby online sweepstakes offers entrants the opportunity to vote for their favorite Team Weatherby ad and win a Weatherby Mark V rifle. Tell your customers they have a month left to try to win this rifle. The ads, which can be viewed at weareweatherby .com, feature the following celebrities and messages: Ed Weatherby, president and CEO of Weatherby, Inc., “We Are Weatherby”; Willie Bloomquist, Major League Baseball player, “Safe at Home”; Luke Branquinho, Professional Rodeo Cowboys Association four-time World Champion Steer Wrestler, “Legendary”; Brendon Clark, professional bull rider and 14-time qualifier for the This product is from sustainably managed forests and controlled sources.
Professional Bull Riders World Finals, “Proven Performance”; Jessie Duff, champion competitive shooter, “Fastest Gun in Town”; Chad Mendes, Ultimate Fighting Championship featherweight title contender, “Speed, Power, and Accuracy”; Jessy Nelson, professional motocross rider, “Fearless”; Bear Pascoe, National Football League player, “Unstoppable”; Darryl Worley, platinum-selling country music artist, “Made in the U.S.A.” Also included is Dallas Beshears, whose ad features “We Are the Future” as the headline. She is the National High School Rodeo Association (NHSRA) 2012–2013 Brownells/NRA National Youth Shooting Sports Ambassador. Beshears serves as a spokesperson for the WBY-X product line and Weatherby-NHSRA Scholarship Fund. To be eligible, entrants must be a legal resident of the United States and at least 21 years of age. Those who are legally disqualified from possessing a firearm are not eligible. To vote and enter the sweepstakes, visit weareweatherby.com. DECEMBER 2013❚❚❚SHOT BUSINESS❚❚❚5
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NEWS BRIEFS
The myFC PowerTrekk converts the hydrogen in water to generate power.
PowerTrekk Charges Batteries...with Water
Everything to maintain, repair, customize and shoot guns All products 100% GUARANTEED – FOREVER Order our catalog
brownells.com 800-741-0015
section of the puck to activate the cleanenergy hydrogen-conversion process, which produces no harmful emissions. Within minutes, the unit is ready to produce power. Smartphones can be powered up from zero to full charge as quickly as if they were plugged into an outlet. A single puck charges the myFC PowerTrekk for approximately 2.5 to 3 hours. The PowerTrekk also includes a rechargeable lithium-ion battery, which can be charged through an outlet, a USB computer port, or the unit’s fuel cell with the use of a puck. It comes with cables fitted with three tips: micro, mini-USB, and an Apple-compatible tip. SRP: $229.99. A three-pack of pucks is $12.99. (industrialrev.com)
Gun: 100 Greatest Firearms Does the world really need another coffee-table book devoted to “the greatest guns”? When the authors are Field & Stream contributors David E. Petzal and Phil Bourjaily, the answer is a resounding, “Yes!” The text is mercifully short, informative, and completely devoid of the ponderous, self-important opinions that mark some of these tomes. Instead,
you’ll find humor and erudition—in wonderful combination. Gun: 100 Greatest Firearms is a book that will be picked up over and over, whether to gawk at the great photos or to savor the fascinating tidbits of information the authors tuck into each mini profile. $40. Available from Weldon Owen. (weldonowen.com) —Slaton L. White
JUSTIN APPENZELLER
ENDLESS POSSIBILITIES
Industrial Revolution has partnered with Swedish company myFC to distribute the myFC PowerTrekk, a cutting-edge portable fuel cell charger, in the U.S. The myFC PowerTrekk charges smartphones, cameras, and other USB-compatible devices in minutes through a clean-energy process triggered by ordinary water. Because it never needs to be plugged in to recharge, it’s ideal for use in off-the-grid locations such as deer camp or during power outages. “Like solar, it actually generates power, yet it does so on demand,” says Graeme Esarey, Industrial Revolution’s director of marketing and product development. The PowerTrekk is fueled with powergenerating “pucks.” Water is poured into a
Source Code: EBD
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Boyt Harness Purchases The Outdoor Connection
Boyt Harness Company of Osceola, Iowa, has completed the purchase of longtime firearms accessory manufacturer The Outdoor Connection, Inc. Founded by Floyd and Pat Hightower in 1983, The Outdoor Connection is best known for its line of slings and sling swivels, including the Talon and Brute brands. More recently, the company expanded into gun cases, range bags, and related accessories. “The acquisition of the The Outdoor Connection’s family of brands and products is a perfect fit for Boyt,” says Tony Caligiuri, company president. “Pat and Floyd have done an outstanding job of building The Outdoor Connection brands over the past 30 years, and we hope to use our manufacturing and marketing experience in the firearms accessories field to build on what they have accomplished since they founded the business.” The Outdoor Connection is located in Waco, Texas, and sells to a network of dealers and distributors in both the United States and Europe. Floyd Hightower will stay on in an advisory role to the new owners.
Winchester’s Long Beard XR loads use a hardened resin to virtually eliminate pellet deformation, allowing straight shooting and tighter payloads.
New Winchester Turkey Ammo Expands the Range Forty yards has long been the standard by which all turkey loads were measured. But if a turkey hunter needs to reach out farther, Winchester Ammunition is there, with a new turkey load designed to provide increased lethality and longer ranges. Long Beard XR offers incredibly tight patterns as well. The load will put “twice the pellets in a 10-inch circle out to 60 yards compared to tradi-
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tional lead loads,” says Brett Flaugher, vice president of sales, marketing and strategy. “It also has the knockdown power of popular heavier-than-lead loads at a fraction of the cost, meaning it’s a turkey-slamming game-changer for hunters looking to push the limits.” Long Beard XR takes advantage of Shot-Lok Technology—a hardened resin that completely encapsulates the lead pellets. Shot-Lok actually eliminates air space around the
pellets, preventing movement and drastically reducing pellet deformation. The pellets fly straighter and tighter, delivering consistent payloads and devastating knockdown at longer ranges. Winchester Long Beard XR will be offered in 12-gauge 3- and 3.5-inch shells in Nos. 4, 5, and 6 shot. Muzzle velocity for both will be 1,200 fps, and both will be available in boxes of 10. (winchester.com)
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NEWS BRIEFS
On the Move Recent promotions and hirings in the industry
Ben Fleming
BPI Outdoors has promoted Ben Fleming to vice president, sales. Fleming will now be responsible for the management of BPI’s entire sales force, consisting of five independent sales agencies and 65 sales reps.
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Michael Narus
Joining Steiner Optics as channel manager for hunting, shooting, and specialty retail, Narus will develop and manage key relationships with reps, accounts, and dealers in the Great Lakes, Midwest, and Northeast regions.
Joyce Rubino
Colt’s Manufacturing Company has appointed Joyce Rubino to the new position of vice president, marketing, because of her track record of outstanding leadership. Rubino was previously controller and VP of operations.
Brian E. Bell
Leica Sport Optics has named Brian E. Bell as national sales manager of its U.S. division. Bell’s career with Leica has spanned almost 25 years, during which he has experienced success in a variety of roles.
Mark Schreiber
In his new role as Columbia River Knife & Tool’s executive vice president, Schreiber will identify new opportunities, develop strategies, and execute programs to enhance the effectiveness of CRKT’s operations.
11/13/13 1:07 PM
Icebreaker’s new line of merino outdoorwear sports Mossy Oak Break-Up Infinity.
Icebreaker Goes to Infinity with Mossy Oak
HANDSHAKE DESIGNED BY JAKE NELSEN FROM THE NOUN PROJECT
Merino wool specialist Icebreaker is teaming with Mossy Oak to produce a line of base layers, mid layers, and jackets in Mossy Oak’s BreakUp Infinity camo. Icebreaker pioneered the merino wool clothing outdoors category in 1994, and its new hunting and fishing layering system is designed to cope with rigorous wear regardless of weather conditions and exertion levels. “Unlike synthetics, Icebreaker merino is an ‘active’ fiber that works to keep your body at its ideal temperature in all conditions, whether you’re an early-season hunter doing a spot-and-stalk in open country or a late-season hunter sitting in a treestand,” says Jeremy Moon, founder
and CEO of Icebreaker. Moon notes that the unique qualities of Icebreaker should appeal to outdoorsmen (and outdoorswomen) of all stripes. “It’s warm in the cold, but cool in the heat,” he says. “It’s also odor-resistant, very quiet, and low bulk.” One great advantage, he says, is that merino wool is easy to care for. “To clean, simply put it in a washing machine, no special detergent required, and wash on the gentle cycle.” The one caution here is to keep it out of the dryer. Let it line dry. “Hunting and fishing is all about reconnecting to the outdoors, so it makes sense to wear a natural fiber in nature,” he says. (662-494-8859; mossyoak.com)
ADVANCED BALLISTICS DESIGNS NEW MULTI-SEGMENTED BULLETS Recognizing that more than 93 percent of shots fired by handguns and hand-held firearms miss their targets in high-pressure situations, Advanced Ballistics Concepts (ABC) has invented a multi-part bullet that it claims immediately unlocks and expands to a predetermined diameter and pattern of spread upon leaving the muzzle. This
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new Multiple Impact Bullet—enhanced with ABC’s patented technology—is said to significantly improve a shooter’s hit probability in close and mid-range engagements because the bullet produces a “weblike” strike profile. According to company co-founder Jaye Kuchman, Mi-Bullets deliver multiple strike points, similar to
multi-pellet buckshot. “The bullet expands to the predetermined set diameter up to three times faster than buckshot. ” ABC is preparing to offer its Mi-Bullets in three distinct categories: less-lethal (Mi-Stinger), semi-lethal (Mi-Stunner), and fully lethal (Mi-Stopper). (303-596-8095; mibullet.com)
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NEWS BRIEFS
LaserLyte and Davidson’s Make Training Pistol
The result of a collaboration between LaserLyte and Davidson’s, the Trigger Tyme Purple Compact Pistol helps teach gun safety, sight alignment, and trigger control.
LaserLyte, a leading manufacturer of laser-sighting systems, is partnering with Davidson’s, one of the largest wholesale firearms distributors in the United States, to produce the Davidson’s Trigger Tyme Purple Compact Pistol, a training tool designed to help teach proper gun safety, sight alignment, and trigger control. The purple compact laser-training pistol is expected to appeal strongly to both women and youth shooters because the smaller grip provides greater comfort and control. The subcompact size is approximate to several popular models, such as the S&W Shield and the
Springfield Armory XD-S single-stack 9mm pistols. The 5.5-pound simulated trigger pull has a take-up and break action just like a real firearm, but as a training tool it cannot accept or fire real ammunition. Each training pistol, made of high-impact ABS plastic, can use the optional LaserLyte LT-PRO that utilizes a sound-activated switch that indicates where the bullet impacts with a red-laser dot. The unit extends no more than .25 inches from the muzzle of the training pistol, permitting training from a holster. (928-649-3201; laserlyte.com)
Why have stock when you can offer a racing model?
SUPER STOCK
Convenient storage of two magazines in stock.
Optional monopod conceals in pistol grip.
There’s stock... and then there’s super stock—the TacStar Adaptive Tactical M4 Stock is the fastest way for your customers to upgrade their Ruger 10-22® from standard to a tactical racing machine in one easy, no gunsmithing, do-it-yourself step. The TacStar’s fully adjustable buttstock fits a wide range of shooters and is equipped with two, handy storage compartments for standard Ruger magazines. In addition, the TacStar stock features a barrel insert to accept standard or .920 bull barrels, as well as a reversible rail in the forend of the stock for easy mounting of Picatinny accessories, and an optional monopod that conceals in the pistol grip for additional
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Barrel insert adapts standard or bull (target) barrels.
Reversible Picatinny rail mount conceals in forend.
stability. The Adaptive Tactical M4 is available in black or a variety of camo patterns too: Legends, Muddy Girl, or Kryptek Highlander. Give your customers the option to take their reliable 10-22® into the fast lane with the TacStar M4 Adaptive Tactical Stock!
A Lyman Brand.
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NEWS BRIEFS
The Changing Face of Shooting Sports
A
ccording to a recent study done by the National Shooting Sports Foundation (NSSF), “the landscape of target shooters has shifted.” With 20 percent of current shooters having taken up the sport in just the last five years, a new generation has emerged with a completely different demographic profile. The study compares established shooters (with more than five years of experience) to new shooters, and it shows that this new wave of shooting enthusiasts is often younger, female, and urban. The breakdown reveals some fascinating statistics: 66 percent of new shooters are 18 to 34 years old, compared to 31 percent in that age category for established shooters; 37 percent of new target shooters are female, compared to 22 percent of established target shooters; 47 percent of new target shooters live in urban or suburban settings, versus 34 percent of established target shooters. For owners of shooting ranges and gun shops, this means that it is no longer “business as usual.” As customer demographics change, so must the industry. Innovative shooting ranges and gun shops across the country have taken notice of the trend and are adjusting the way they do business. One such innovator is Miles Hall, owner of H&H Shooting Sports in Oklahoma City. “Shooting is not a men’s-only club anymore,” Hall says. “Forty-seven percent of our customer base is women.” In response to the shift, Hall has made a concerted effort to upgrade his range facilities and provide firearms training that meets the demands of the new generation of shooters. “There’s a huge audience out there who want to shoot, and you’re going to have to have the right equipment to take care of them,” Hall says. “The shooting sports have changed, and you have to either be changing with it or you’re going to die in the past.”
demographics, Action Target has created a survey to better understand the preferences of women when it comes to shooting range equipment, technology, and amenities.” Helms is asking women in the shooting sports industry to take this survey and recommend it to their friends as well.
“The more we learn about these new shooters, the more we can help them and our customers. Survey participants who qualify will receive a one-time-use 20 percent discount to Action Target’s online store,” she says. “The discount will be available through March.” To take the survey, go to tinyurl.com/ATSurvey2013.
How You Can Help Action Target is a company that not only manufactures shooting range equipment, but also consults with range owners on every aspect of their businesses. “We try to provide the most accurate information to help them succeed,” says Laren Helms, Action Target’s public relations manager. “In response to the industry’s shifting
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NEWS BRIEFS
BROWNELLS’ ANNUAL GUNSMITH FAIR CONTINUES TO GROW When an industry leader puts on an event in its backyard, people come from all over. Bringing gunsmiths, gunsmithing students, exhibitors, retailers, and potential employers together is the focus of Brownells’ annual career fair, a two-day event that attracted 450 attendees and 40 vendors last spring. Chairman of the board Frank Brownell urged participants to, well, participate: “You came to meet everyone you can. We started this because networking is the most important thing a gunsmith can do. You can’t be an expert at everything. If you’re a stockmaker, you need to know someone in metalwork.” Conference attendees gathered to talk shop, interview for jobs, and hear presentations on gunsmithing and marketing skills. Speakers included Jason Hornady of Hornady Manufacturing, stockmaker Joe Balicke, and pistolsmith Ron Power. The conference was split between sessions on one floor and a room full of some 40 exhibitors above it, including Turnbull Manufacturing, the Firearms Engravers Guild of America, ATF, and the American Custom Gunmakers Guild. Industry representatives didn’t attend just to meet and greet—they came to hire. Representatives from Taurus and Hornady were both scheduling interviews. Retailers came looking for gunsmiths, too. Steve Durren of Johnson’s Sporting Goods in Adrian, Michigan, spoke to the value of having a gunsmithing shop at his business. “Our typical customer drives one or two hours to get to the shop,” he said. “Having a gunsmith presents the whole image.” Seven different gunsmithing programs were in attendance, among them North Carolina’s Montgomery Community College. Matt Buckingham, Brownells president and COO, is pleased with the growth of the fair. “There’s a real resurgence of interest in guns and gunsmithing as a career. Gunsmiths are still Brownell’s core business, and this event lets us give back and build a community,” he says. He says a gunsmith can set a store apart from big boxes. “Gunsmiths are seen as experts—they know how guns work. They can help sell guns because they have weight behind their words.” Next year’s conference is scheduled for April 1–2 at the Des Moines Marriott. Information and registration is available at gunsmithcareerfair.com. —Phil Bourjaily
EOTech Announces a Free Grant Assistance Program Working with law-enforcement agencies across the country, the staff at EOTech has seen budget cuts force agencies to try to stretch shrinking resources. In an effort to supplement department and agency efforts, EOTech has created a free Grant Assistance Program. Through its partnership with Dynamic International, a leading grantassistance firm, EOTech is able to provide support, free of charge, to city, county, and state organizations interested in seeking grant funding for EOTech-related products. Paul Cunningham, EOTech’s director of public safety sales, spearheaded the program’s development. “EOTech has always maintained the highest level of respect and support for those that put their lives on the line for others,” he says. “Watching them struggle through budget cuts that restrict their operational finances and don’t allow them to buy the equipment they need to safely do their jobs is unacceptable.”
Dynamic International will help LE agencies afford EOTech products with grant funding.
Dynamic International will assist throughout the entire grant-funding process by helping agencies gain approval to pursue grant funding, identifying available grants, and pinpointing people to support the grant at the state level. They will then aid in developing a successful grant justification paper and help to secure and protect the grant funding. (888-368-4656; eotechinc.com/grant-assistance)
MasterPiece Arms Rededicates Itself to Customer Service Like other firearms manufacturers in recent years, MasterPiece Arms, a Georgia-based maker of tactical rifles, pistols, and accessories, has experienced robust sales—so much so that the volume strained its customer-service operations. “We focused all our efforts on filling outstanding orders,” says CEO Phil Cashin. That focus, however, resulted in a longer lag time for accessory orders and warranty repairs. In October, that changed. The manufacturer assigned dedicated personnel (as well as the appropriate resources) to remedy the shipping
MPA is redoubling its customer service efforts.
delays. “The new MPA customer service mission states that all warranty repairs will be completed and shipped back to the customer within 48 hours of receipt,” Cashin says. “Orders for all instock accessories will be shipped to the customer within 48 hours of receipt.” If MPA fails to notify the customer or ship the warranty repair or in-stock product within 48 hours, it will issue a $25 gift certificate for accessories or service. Cashin notes that the guarantee does not apply to out-of-stock parts and that shipping is limited to weekdays only. (770832-9430; master piecearms.com)
12❚❚❚SHOT BUSINESS❚❚❚DECEMBER 2013
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federalpremium.com
Premium ®.410 personal defense ® Federal Premium ® has shotshell .410 handgun offerings with special features for the best self defense performance. The wad houses all four pellets in our 2-1/2” 000 Buck offering for the best patterns. And with an additional 2-1/2” #4 load, as well as two 3” options (000 Buck and 4 Buck) — Federal has your back. Call for Dealer Information. 866-223-9388
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NEWS BRIEFS
2013 SHOT BUSINESS AWARD NOMINATIONS CHAIN RETAILER OF THE YEAR
➤ This award goes to the shooting industry retailer that has excelled with an exceptional commitment to the promotion of the shooting sports, the preservation of our hunting and shooting heritage, and the protection of our firearms freedoms. Nominees include Bass Pro Shops, Cabela’s, and Sportsman’s Warehouse.
COMPANY (OR ORGANIZATION) OF THE YEAR
➤ This award is presented to the leading company or organization in the shooting-sports industry based on community outreach and efforts to preserve our hunting and shooting heritage and protect our firearms freedoms. Nominees include CORBON/Glazer, Magpul Industries Corp., Stag Arms, and USA Shooting.
DISTRIBUTOR OF THE YEAR
➤ This award is presented to the top distributor in the shootingsports industry based on community outreach to promote the shooting sports and efforts to preserve our hunting and shooting heritage and protect our firearms freedoms. Nominees include Brownells and Sports South.
INDEPENDENT RETAILER OF THE YEAR
➤ This award goes to the independent shooting industry retailer that has excelled with an exceptional commitment to the promotion of the shooting sports, the preservation of our hunting and shooting heritage, and the protection of our firearms freedoms. Nominees include The Arms Room, GameMasters, KAP Guns, Inc., and Paducah Shooter’s Supply.
PERSON OF THE YEAR
➤ This award recognizes the individual who has done the best job of promoting the shooting sports and presenting a positive image while making great personal sacrifices—both in time and financial resources—in an effort to preserve our hunting and shooting heritage and protect our firearms freedoms. Nominees include Mark Malkowski, Stag Arms; Joseph Bartozzi, O.F. Mossberg & Sons; Bud Pidgeon, the United States Sportsman’s Alliance; Larry Voyles, Arizona Game and Fish Department; Jim Shepherd, The Outdoor Wire; and Johnny Morris, Bass Pro Shops.
RANGE OF THE YEAR
➤ This award is presented to the leading shooting facility based on its community outreach and efforts to preserve and promote our hunting and shooting heritage and protect our firearms freedoms. Nominees include American Shooting Centers, Colonial Shooting Academy, Point Blank Range, and Ultimate Defense Firing Range and Training Center.
Larche Joins Taurus Young Guns Team When Taurus entered the world of competitive shooting, it had this goal in mind: to grow the sport by reaching new shooters—women and youth. So in 2011, when Taurus recruited topranked competitive shooter Jessie Duff as its team captain, Duff was charged with developing a new generation of shooting ambassadors. Taurus insisted that these ambassadors meet stringent requirements both on the range, in school, and in public. After several months of scouting junior shooters, one shooter caught Duff ’s attention, and recently Alex Larche was selected to join the team. “I was very impressed with the level of talented young shooters competing these days,” says Duff. “After an exhaustive search, one particular shooter met the requirements necessary to become a Taurus Young Guns member. Alex Larche is not only a talented shooter, but portrays himself in a positive manner when he is both on and off the range. He exemplifies what we are looking for.” Larche will be competing in the Production and Single Stack classes at local, regional, and national matches. (800-327-3776; taurususa.com)
SALES REPRESENTATIVE OF THE YEAR
➤ This award is presented to the leading sales representative individual or group in the shootingsports industry based on community outreach and efforts to preserve and promote our hunting and shooting heritage and protect our firearms freedoms. Nominees include Devon Harris, Federal Premium Ammunition, and Randell Pence, Sturm Ruger. Winners will be announced at the Bonnier Outdoor Group SHOT Show industry breakfast on January 14, 2014.
Alex Larche has joined Taurus’ Young Guns team, competing in Production and Single Stack.
14❚❚❚SHOT BUSINESS❚❚❚DECEMBER 2013
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B Y J I M C U R C U R U T O , D I R E C T O R , I N D U S T R Y R E S E A R C H & A N A LY S I S
FROM THE NSSF
Industry Research from NSSF Tremendous output of data in 2013
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he National Shooting Sports Foundation (NSSF) has been supplying the firearms and ammunition industry with a variety of research reports and data on industry indicators for nearly 10 years. Each year, NSSF builds upon past research and fulfills member requests for information on new segments. On many levels, 2013 was a banner year for research provided by NSSF. Glaring gaps in participation of hunting and target shooting among minority groups prompted NSSF to break ground on this topic and perform a targeted study resulting in the release of the NSSF report “Understanding Diversity in Hunting and Shooting Sports” in early 2013. The results of this report have helped lay the groundwork to better assist the industry in its promotion of hunting and target shooting to the black, Hispanic, and Asian communities. The findings of this report also assisted in developing a new strategic goal of NSSF for 2015–2020: “Retain, Expand, and Diversify Participation in Hunting and the Shooting Sports.” Economic data was widely requested from membership, and NSSF responded with the release of “Hunting in America—An Economic Force for Conservation” in early 2013. Built using data from the U.S. Fish and Wildlife Service’s 2011 National Survey, this report provides state-specific economic contributions from all hunting activities and provides hard figures useful to state agencies and the industry alike. Since 2009, NSSF has been administering an annual survey to firearms retailers. In 2013, the survey marked its fifth year and with it came the release of NSSF’s “Firearms Retailer Survey Report.” With a record 752 firearms retailers participating, this important report provides trend data on product lines, sales, and financials, as well as consumer trend data such as female customer tracking. An ongoing
trend identified by this report was the increase in the percentage of customers who are first-time gun buyers. With retailers reporting that nearly 26 percent of their customers were purchasing their first firearm, NSSF identified the need to provide its members with additional information on this segment. A study was commissioned and administered in spring 2013 to determine the primary purchase drivers of first-time gun buyers and to understand their pre- and post-purchase behaviors and attitudes. Utilizing a new research technique called Maximum Difference Scaling, NSSF succeeded in learning considerably more about this segment and released its “First-Time Gun Buyers Report.” NSSF members that utilize the results of the report are better positioned to communicate with this group and will have a competitive advantage to secure customer loyalty. Adding to research on this topic, NSSF also released a study in 2013 entitled “An Analysis of Sport Shooting Participation Trends 2008–2012,” which provides key demographic data for new gun owners and identifies key differences between this group and established gun owners. Knowing that state department of fish and game agencies also rely on NSSF for research, we partnered with several state agencies and released a major study, “Hunter Education Graduates’ Proclivity to Purchase a License.” The eye-opening results of this report are assisting industry as well as state agencies to better meet the needs of new hunters.
In keeping with past tradition, NSSF provided its members with another consumer report, this time again focusing on the popular AR- and AK-platform rifles. NSSF’s “Modern Sporting Rifle Comprehensive Consumer Report 2013” provides a variety of consumer sales, ownership, and usage data within its pages, information that is not only useful to membership, but also for fighting antigun legislation that intends to ban such firearms. As in past years, NSSF continued to provide membership with timely updates on leading industry indicators such as NSSFadjusted NICS, firearm-production figures, firearm import and export data, huntinglicense sales, and excise-tax obligations. Additionally, NSSF produced more than 150 Customized Market Reports for people looking to open a firearm retail establishment or shooting range. To access the aforementioned reports and view new NSSF industry research, please visit nssf.org/research. While some NSSF research is available to nonmembers, all research can be obtained by members either for free or at a deep discount. Not a member? Contact bswann@nssf.org or shughes@ nssf.org for information on joining NSSF.
Jim Curcuruto
NSSF Director, Industry Research and Analysis
16❚❚❚SHOT BUSINESS❚❚❚DECEMBER 2013
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U P D AT E
B Y PAT R I C K S H AY, D I R E C T O R , R E TA I L D E V E L O P M E N T
R E TA I L E R T O O L B O X
Educational Opportunities Galore Daily oferings to build your business
O
ne of main focuses of the National Shooting Sports Foundation (NSSF) at the upcoming 2014 SHOT Show in Las Vegas is to provide educational tools for the independent retailers. To that end, NSSF, owner and sponsor of the SHOT Show, is offering a schedule of information-packed classes that run the gamut from ATF compliance to range operations to maximizing your sales per square foot. These classes were designed to meet the needs of the new retailer while providing information and an opportunity to network for the veteran firearms merchant. Here are some highlights. MONDAY, JAN. 13
SHOT SHOW UNIVERSITY
➤ On the day before the exhibit floor opens, NSSF hosts the premier education seminar for the firearms retailer. This day-long event starts with a keynote delivered by Dan Mann, founder of the Mann Group. He’ll address “Strategies that Grow Revenue (and Profit) Even During Lean Times,” which will identify proven sales processes that maximize both revenue and the potential of each customer once he or she is in the store. Ann Baldwin will deliver a presentation on “Media and Crisis Training,” preparing retailers and range owners for any emergency that might arise that would cause the media to come calling. Then we will be offering four different educational tracks: ATF Compliance; Retail Operations; Marketing; and Range Operations. Each track will offer five
courses that cover various aspects of the main topic. The seminar will close with an address by Dr. Chip Bell entitled “Strategies for Creating Growth and Bottom Line Impact,” which will draw upon Dr. Bell’s decades of work helping leading brands stay ahead of the competition by maintaining world-class customerexperience strategies. The learning doesn’t stop with the start of the SHOT Show; NSSF has classes planned throughout the show.
TUESDAY, JAN. 14
RETAILER SEMINARS, ATF COMPLIANCE SESSIONS
➤ The following day, NSSF will be hosting classes on “Grass Roots Political Organizing” so our retailers can learn how to protect their rights and their industry by organizing at the state and local level. The next session will cover “Building a Gunsmith,”
presented by instructors from Montgomery Community College. They will discuss the training that they provide the modern gunsmith, and how, as a retailer, you can take advantage of their skill set to build your business. The next class is “New Customers: How to Attract, Engage, and Retain Them,” which covers the techniques that two of the top independent retailers have used to meet the needs of the younger and more diverse customer base with which firearms retailers are dealing today. Two ATF compliance courses round out the day. “NFA Compliance” will review how to legally sell one of the hottest commodities in the firearms industry, and we will close the day with our NSSF FFL Compliance Consultant panel, hosted by two former ATF executives. They will conduct an open discussion on any ATF-related compliance questions.
WEDNESDAY, JAN. 15
INCREASING SALES, AND MARKETING TO WOMEN
➤ The SHOT Show continues its formal educational program with a presentation on “Increasing Your Sales per Square Foot and Inventory Turns.” This program will be presented by two of the nation’s top independent retailers and will cover their strategies to maximize store space and inventory while meeting their customers’ needs. The next session is a panel discussion with seven of the top women in the firearms industry covering the do’s and don’ts in marketing to women.
THURSDAY, JAN. 16
FOUR DIVERSE, VALUABLE CLASSES
➤ The formal educational programs at SHOT Show will wrap up with an exciting and diverse lineup of ses-
sions, beginning with “What Business Structure Is Right for My Business?” presented by two partners from the Renzulli Law Firm. “Loss-Prevention Strategies” are covered in the next session to help ensure the longevity of your business. The next seminar, “Store Layout,” will cover techniques used by two world-class retailers that can help you provide the best customer experience while maximizing your return on investment. The day will wrap up with “Hiring and Retaining Employees,” which will cover best practices to retain your most valuable asset— your personnel. A goal for NSSF at the SHOT Show is to provide a world-class educational experience so retailers can maximize profits while meeting the needs of their customers. For more information about these programs, please visit shotshow .org/education.
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FROM THE NSSF
Atlanta First Shots Breaks Records
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early 700 newcomers were able to experience the excitement of target shooting by attending a First Shots seminar at one of 11 facilities during the Atlanta-area stop of the First Shots Big City Tour Nov. 1–3. The National Shooting Sports Foundation, which developed First Shots, and the shooting facilities made it easy for people to acquire an introduction to target shooting by scheduling 77 First Shots events over the three days. The Atlanta area was the latest stop on the First Shots “Big City Tour,” which has brought the program to Chicago, Miami, Sacramento, and other major cities across the country. “We are really excited about our recent visit to Atlanta,” says First Shots manager Tisma
The First Shots Big City tour reached Atlanta in November; 77 seminars served nearly 700 new shooters.
Juett. “The 77 First Shots seminars were the most we’ve ever hosted in one area on our Big City Tours. That is a reflection of the major interest in firearms ownership and the shooting sports in that area.” Each First Shots seminar put participants on the firing line
with certified instructors so they could experience the fun of target shooting. The seminars also covered laws and regulations related to firearm ownership and emphasized the value of proper training and firearm safety. First Shots seminars are
open to men and women 21 years of age and older. A parent or legal guardian must accompany anyone between 20 and the minimum age of 18. Those attending the Atlanta seminars learned about revolvers and pistols and fired .22-caliber ammunition. The First Shots program has provided a supportive introduction to firearms ownership to thousands of people in hundreds of seminars nationwide. According to program research, half of all seminar attendees go on to meet their local requirements for handgun ownership and have introduced another person to their newfound sport of target shooting. For more information about First Shots, contact Tisma Juett at tjuett@nssf.org or visit firstshots.org.
PREMIUM RETAILER MEMBERSHIP PACKED WITH BENEFITS Designed to offer the best protection and benefits in the industry, NSSF’s new Premium Retailer Membership is now available to any qualifying retailer member with an FFL who has been an NSSF member in good standing for at least a year. At the heart of the program is a defense fund to help retailers protect their business against administrative actions taken by ATF and judicial proceedings challenging an ATF license revocation. NSSF will offer Premium Retail Members access to the industry’s best firearms defense attorneys and pay all related attorney fees in any ATF administrative action.
OTHER BENEFITS
➤ A free site visit from one of NSSF’s FFL compliance consultants, who will conduct a daylong audit of the store. The site visit costs $499 for NSSF retailer members, but such a visit is free for Premium Retail Members.
➤ Access to a free 24/7 hotline where you can ask compliance questions. If the ATF is in your store conducting an audit, experts will be just a phone call away to provide information on your rights. ➤ A copy of NSSF’s Compliance Compendium containing all of NSSF’s books, articles, and kits that help a store stay in compliance. ➤ NSSF research materials, including the Industry Reference Guide, Financial Benchmarking Report, and Firearms Retailer Survey. These should not only help ensure compliance, but also encourage success
and continued growth. ➤ Several SHOT Show benefits, including a free ticket to SHOT Show University and VIP access. “Of course, NSSF Premium Retailer Members receive all the benefits of regular retailer membership,” says Patrick Shay, NSSF director, retail development. “These include discounts on shipping with FedEx, installation of Celerant POS, IntelliCorp background check services, the FlashFog security system, the PAI credit-card processing system, and Display Solutions of Topeka gun cases.” Cost for the Premium Retailer Membership is $750 per year, and NSSF members that sign up will receive the Premium Membership effective immediately through Dec. 31, 2014. Wish to join? Have questions? E-mail Bettyjane Swann, bswann@nssf.org, or Samantha Hughes, shughes@nssf.org—or call them at 203-426-1320, ext. 237 and 262, respectively.
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Smith Joins NSSF as VP/CFO, Coburn Retires at Year’s End John D. Smith has been named vice president and chief financial officer, with responsibility to provide financial and strategic support to both NSSF and the Sporting Arms and Ammunition Manufacturers’ Institute (SAAMI). He has direct responsibility for accounting, finance, investments, forecasting, and budgeting. Prior to joining NSSF, Smith was the controller for the West Point Association of Graduates, the official alumni and fundraising arm of the United States Military Academy at
West Point. Smith received a B.S. in accounting from Mercy College and an MBA from Pace University. He is a licensed CPA in New York State. “John has all the required skills, experience, and per-
sonal characteristics to be successful in this demanding role as NSSF continues to expand and to take on heightened financial responsibilities,” says NSSF president and CEO Steve Sanetti. Says Smith, “I am very excited about the opportunity of being the next VP/ CFO of the NSSF.” Smith succeeds longtime VP/CFO Nancy Coburn, who will retire at the end of the calendar year. “We wish Nancy well in all her future endeavors after 23 years of service to the industry,” says Sanetti.
Consultants ID Top ATF Issues
T
he annual meeting of NSSF’s FFL Compliance Consultant team resulted in identification of the top issues the team ran into while conducting hundreds of in-store audits during 2013. From their review of the 4473 forms, A&D books, and standard practices during the 2013 audits, they’ve identified the top issues that may impact an FFL. AMONG THOSE FINDINGS AND RECOMMENDATIONS WERE:
➣ If the buyer makes a mistake on Section A of the ATF Form 4473 and has not completed the transaction or not left the store, don’t tear up the 4473 and start over. Instead, have the customer mark a single line through the mistake, initial and date the change, and complete the form. ➣ Errors in gunsmithing A&D books, such as missing entries, inaccurate entries, and incomplete entries. Pay special attention to logging in firearms and transferring firearms from the retail portion of the business to the gunsmithing side. If anyone other than the person who dropped off the firearm picks it up, he or she has to fill out a 4473 form and have a background check conducted prior to releasing the firearm.
➣ Failures to sign a denied 4473. The employee who verifies section B of the 4473 form must complete questions 33, 34, and 35 whenever the NICS/POC check comes back denied or cancelled. ➣ Failures to enter both importer and manufacturer of a firearm in both the 4473 and A&D book. ➣ On the 4473 form, if you have an initial response in 21C of a delayed transaction, you must always complete block 21D when the follow-up response comes. If you do not get a follow-up response and you do transfer the firearm after the three-business-day delay, you must also complete section 21D. ➣ Store your firearms in a neat and organized fashion to aid in an easy inventory, which should be conducted periodically (e.g., quarterly, annually). ➣ Failure to enter guns from Internet sales into their A&D books in the allotted time frame. Once a firearm is received, it must be added to your bound book by the close of business of the next business day after receipt. To read all 14 of the identified issues and subsequent recommendations, visit nssf.blog.com and view the Oct. 15 entry.
NSSF UPDATES MSR CONSUMER REPORT The National Shooting Sports Foundation’s initial Modern Sporting Rifle Report, conducted in 2010, provided the first professional survey data on ownership of these popular semi-automatic rifles. The report revealed that owners were passionate about their MSRs, that most used them often and largely for target shooting, that they owned multiple modern sporting rifles, and they enjoyed accessorizing them. The newly released update of the report—NSSF Modern Sporting Rifle Comprehensive Consumer Report 2013—shows these characteristics remain true, with much of the data falling within the range of the earlier report. Nearly 22,000 owners of AR- and AK-platform MSRs participated in the survey, which was commissioned by NSSF and conducted by Sports Marketing Surveys. Among the findings were that most modern sporting rifles were purchased from an independent retail store, with an average cost of $1,058, which is $25 less than the average from the 2010 study. The preferred calibers were not surprising— .223/5.56mm for the AR platform and the usual 7.62x39mm for AK-platform rifles. The new report shows 35 percent of MSR owners had some military or law enforcement background—a figure lower than the 44 percent in the 2010 report.
© 2013 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.
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NSSF Delivers Value NSSF Member Benefits at SHOT Show
®
ONE MEMBER’S EXPERIENCE
A
ll attendees at the SHOT Show reap a number of benefits that they take back to their businesses. However, members of the National Shooting Sports Foundation, which owns and sponsors the SHOT Show, enjoy additional, special opportunities, ranging from exclusive use of a lounge and business center to significant discounts. Here’s one member’s testimonial to the added benefits of membership at the SHOT Show. Description of Business: “We
are the most comprehensive range in the state with the largest variety in one place, which is located on 460 acres. There are or will be a total of seven ATA traps courses, two 5-stands, 24 stations of sporting clays, 12 private berms, an 11-position 50-yard range, a 20-position 100-yard range, a five-position 500-yard range, and a 21-position archery range, plus a clubhouse with a pro shop that sells ammunition, targets, accessories, and apparel, and rents steel targets for members and guests. We also have a classroom for safety classes and CCW instruction.”
Member: Glenn Rotkovich, president Business: Lead Valley Range, Deer Trail, Colorado
Member Benefits at the SHOT Show: “We
have been attending for nine years and would not even think of not going. SHOT Show is a must for anyone in the firearms-related industries. It gives you the chance to see what’s new and what’s changing in the industry all in one place. To come to the show and not be a member, however, would deprive me of the discounted membership rate for SHOT Show University, for example, as well as the chance to attend the State of the Industry Event, where I’m reminded of what my trade association has done for me over the last year. Furthermore, the NSSF Business Center gives me free access to the communication tools and space to conduct business. The Member Lounge is where I can hold a small business meeting or just take a break from the show floor. The modestly priced food there for lunch is far superior to any place on the show floor, and it’s a great place to renew old friendships and solidify business relationships.”
Value of NSSF Membership: “We have found that our NSSF membership supplies
us with many rewards beyond the SHOT Show, like being listed prominently on wheretoshoot.org and having access to all of the reports and studies that are available to members for free or at a discounted price. The seminars NSSF puts on—such as the Lead Management & OSHA Compliance Workshop, the Industry Summit, and others—are invaluable. The single benefit most important to me is being able to make one phone call and get a real person who will help me find the information that I need in a quick and friendly manner.”
Interested in NSSF Membership?
Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport; it’s a way of life. Join the more than 8,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or call 203-4261320 for Bettyjane Swann, NSSF director of member services (bswann@nssf.org) or Samantha Hughes, NSSF member services coordinator (shughes@nssf.org).
20❚❚❚SHOT BUSINESS❚❚❚DECEMBER 2013
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B Y Z A C H S N O W, N S S F M A N A G E R , S H O O T I N G P R O M O T I O N S
U P D AT E
YO U S H O U L D K N O W
NSSF Range Compliance Consultant Program Who to call before OSHA or EPA calls on you
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as your range business received a visit from a regulatory agency such as the Environmental Protection Agency (EPA) or the Occupational Safety and Health Administration (OSHA)? If not, the first question you need to ask yourself is, “Are we prepared for an unexpected visit?” Now, more than ever, ranges need to change their mentality from “if they come” to “when they come.” The increased number of OSHA fines issued to indoor ranges, combined with the inquiries NSSF is receiving from ranges dealing with OSHA, prompted the launch of NSSF’s Lead Management & OSHA Compliance training workshops. The next workshop is scheduled for Dec. 8–10 in San Diego, with the following one likely in the spring. The positive feedback from the attendees has proven the value of this workshop. It’s one that all indoor range owners and operators should attend. However, the wealth of information attendees take home with them, along with their list of changes that some need to make, can be a bit overwhelming. NSSF commends the indoor range businesses that are addressing this hot topic. Gaining more knowledge on the regulatory requirements and taking corrective action to implement programs required by OSHA protects and ensures a bright future for their businesses. To further assist indoor ranges with this intimidating task, NSSF has created a Range Compliance Consultant Program.
What is the NSSF Range Compliance Consultant Program? Similar to NSSF’s FFL Compliance Program, this compliance program offers guidance from advisors who will perform an on-site mock OSHA audit. Erica Moncayo of Western Range brings her MBA education and position as
an OSHA-authorized general industry trainer and her five-plus years of experience in addressing and abating OSHA citations, through which she saved her clients more than $100,000 in fines. Moncayo was instrumental in assisting the New Mexico Department of Health in creating a brochure published in the National Institute for Occupational Safety and Health’s NIOSH eNews in advocacy of advising the public about the hazards of lead in the indoor shooting range industry.
What is included? Upon the completion of the mock audit of your indoor range and retail business, you can expect to receive the following Health and Safety Programs within 30 days. These programs are custom-written plans specific to each participating indoor range after the mock audit has been performed: Hearing Conservation Program • Respirator Program • Personal Protective Equipment (PPE) Program • Hazardous Communication Program • Lead Management Program • Medical Surveillance Program (assistance with setting up a contractor to obtain blood lead levels, audiograms, and respirator fit tests, all of which are significant items in completion of the programs) • Standard Operating Procedures • General Industry (including, but not limited to, slips, trips, and falls, first aid, and emergency action plans) • Employee training upon delivery of all programs.
What does this service cost? NSSF covers 50 percent of the cost associated with this program, so an OSHA mock audit costs the indoor range member only $2,500. Keep in mind that $2,500 is the smallest fine you could potentially receive from OSHA if or when they come knocking and you’re not prepared.
How do you sign up? To take advantage of this program, ranges must be members of NSSF and will need to have attended one of the NSSF Lead Management & OSHA Compliance Workshops or must be registered for an upcoming workshop. Exceptions to this rule will be reviewed and determined on a case-by-case basis. Those ranges that have attended a workshop will receive top priority in scheduling. For more information on the program or to schedule an in-store and range OSHA mock audit, please contact me, Zach Snow, at 203-426-1320 or by e-mail at zsnow@nssf.org. To learn about NSSF membership, visit nssf.org or e-mail bswann@nssf.org or shughes@nssf.org. As you ponder whether you’re prepared for that unexpected visit, remember that NSSF is here to help. If you have doubts about your compliance, then you need these resources. Become more educated by attending an upcoming NSSF Lead Management & OSHA Compliance Workshop and then utilizing the team of experts through NSSF’s Range Compliance Consultant Program. The ball is in your court. Now is the time to act. DECEMBER 2013❚❚❚SHOT BUSINESS❚❚❚21
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FYI
BY SCOTT BESTUL
The Crossover Shop
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Mixing bows and guns is good business
raig Reichel didn’t have bows on the brain when he opened Coyote Creek Gun Shop eight years ago. But it wasn’t long before the Rochester, Minnesota, shop owner was stocking sticks and strings and quivers and shafts. And Reichel has been amazed at how well the archery market has complemented his already-successful gun shop.
“We were doing very well when all we had was guns,” he says. “But I kept looking for ways to get more exposure, to draw new customers into the shop. Adding the archery line has been an excellent fit.” So, Reichel’s shop has a new name, Coyote Creek Guns & Archery (coyotecreek outdoors.com), and now employs six full-time and 18 part-time people. It is a go-to destination for folks who like to shoot, well, just about anything. Here are six tips from Reichel on adding an archery line.
employees know the basics of guns and bows,” he says. “Obviously, we let our experts do what they do best, but you’d be surprised how the lines complement each other. Some guy’ll bring in an old bow that they don’t make parts for anymore, and our gunsmith will go to the lathe and make one for him. That customer leaves a happy guy.” CROSS-WIRE SALES: Reichel says it’s a
GET TECHNICAL: Reichel has two top-
notch bow technicians (one of them the current Minnesota state indoor champion) who can do anything from a simple bow setup to fixing complex tunings. “I stress to all our employees that they are not salesmen,” Reichel says. “They’re here to perform a service. If a customer can come here to get a problem fixed or a question answered, he’ll be back to spend money.” GO FOR THE RANGE: Coyote Creek has two indoor ranges—a 10-yard “tuning” range, where customers can try out different bows, and the longest indoor range in the state, where archers can fling an arrow 45 yards on cold winter days. “It’s all about feeling confident in your equipment,” Reichel says. “And archers are just like gun guys—they like to shoot, and we want ’em to shoot right here.” CROSS-WIRE SERVICE: Reichel
doesn’t see two separate shops in Coyote Creek, he sees a single family. “All our
Craig Reichel added an archery line to his gun shop, broadening his shop’s appeal and boosting sales.
big mistake to think today’s shooters are strictly gun or bow. “We had an archer in here the other day, and he bought a pistol before he left. And lots of bowhunters are getting into predator hunting or blackpowder, and that means more potential gun buyers who are already in the shop. We also trade customers guns for bows and vice versa. We want them to feel they’re dealing with one store, not separate departments.” BE A GIFT-GIVER: “I go to bed every night thinking, ‘What can I give away tomorrow?’” Reichel says. “You buy a bow here, you shoot it free as long as you own it. Any kid shoots at no charge. And if his mom wants us to host his birthday party, we have a room where they can serve cake and punch—at no cost. It feels good to help people out. And they remember you when it’s time to shop.” SERVICE JUNK: Reichel’s emphasis on
customer service extends to bows bought from competitors, no matter the quality. “We don’t care where you bought it or what it is,” he says. “If it needs work, we work on it—with a smile.”
Hosting a Benefit
Coyote Creek Guns & Archery is no stranger to community service. Owner Craig Reichel hosts an annual “Shoot for a Cure” archery event that has raised $160,000 in the last three years for cancer research. “It’s a one-day event full of raffles, auctions, and donations that just gets bigger every year,” he says. “It’s a great family day full of fun shooting events, whether you’re a serious archer or a kid who’s happy shooting a BB gun, throwing a tomahawk, or just playing a beanbag game. It generates tremendous community support, and we run it entirely through our shop and the hard work of a team of volunteers.” 22❚❚❚SHOT BUSINESS❚❚❚DECEMBER 2013
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FIRING LINE
B Y S L AT O N L . W H I T E
Magic Wand
Weatherby’s semi-auto 28-gauge is proof that big things can come in small packages
I
’ve always considered the 28-gauge to be a gentleman’s gun, a finely engraved over/under suitable for use on the groomed quail fields of the Deep South. So when I heard that Weatherby intended to build a 28-gauge semi-auto that could take on pheasants and chukar, I figured this was a product destined for a file drawer labeled “Not Enough Gun.”
Boy, was I wrong. The SA-08 Deluxe is a terrific little gun, one fully capable of knocking pheasants out of the air at 40 yards. When I shot one three months ago on a Weatherby upland bird hunt in Colorado, my bracemate, Gordy Krahn, editor-in-chief of North American Hunter (who had already tested the shotgun), told me as we were breaking out the guns and loading up, “You’ll be surprised how hard this gun will hit birds.” He then proceeded to take a hard crosser. The bird crumpled under the impact, making for an easy retrieve for the dog. On my first flush, I noted how quickly the gun came up and how easy it was to swing. And how quickly that quail fell. Later, as a chukar that had swung around a tree finally gave me a clear shot, I connected at what had
to have been 40 yards. It, too, dropped like a stone. When we came back in for lunch, Mark Keefe IV, editor-in-chief of American Rifleman, had become a fan as well. “It’s a magic wand,” he said. “Beautiful little gun.”
And so it is. “The 28-gauge over/ under is a classic quail gun,” says Jason Evans, Weatherby’s vice president of sales and product development. “But as a semi-auto, it is also perfect for new shooters or younger shooters that really don’t want to deal with a lot of recoil. The guns and the loads are completely capable of taking any upland game, except turkeys. We find that the lighter gun helps hunters get on game quicker, and it’s certainly less fatiguing than using a 12-gauge. We worked very hard to keep the weight down
so it can be carried all day. ” He notes the gun is a true 28-gauge; it’s not a sized-down 20-gauge. Doing so helps the gun shed weight; it weighs only 5.5 pounds. In addition to its upland hunting qualities, you’ll also find it performs well on clay targets. I figure I shot more than four boxes of shells in two hours, without inflicting any harm on my shoulder— something that I can’t say for my 12-gauge target gun. It again delighted shooters with its range. As the trapper said, “If you do your job, it will do its job.” This gun was introduced last spring, and early returns tell Weatherby that it’s a success. “We know that part of that is because of its good build quality,” says Evans. This is a key point, for in the past not all Turkish-built guns had a reputation for quality
Each Weatherby SA-08 Deluxe 28-gauge semi-auto comes with Beretta Improved Cylinder, Modified, and Full chokes.
and dependability. Evans says company personnel constantly manage the production process to ensure quality. As a result, the shotguns display good fit and finish. You’ll also be surprised by the quality of the wood stock. In fact, company president Ed Weatherby told me after the hunt, “It doesn’t make any difference where it’s made, as long as it’s made to our standards.” The SA-08 28-gauge is available in 26- or 28-inch barrels. Other key features include a CNC-machined receiver constructed of aircraftgrade aluminum alloy (to reduce weight without compromising strength), a drop-out trigger system that can be quickly removed for easy cleaning, a chrome-lined barrel, and lengthened forcing cones for improved patterns. SRP: $849. (805-227-2600; weatherby.com)
JASON EVANS, Weatherby’s vice president of sales and
Closing the Deal
product development, says that retailers can help move the gun by asking a series of simple questions. “Does the customer have kids? Does he have a wife? Does he intend to do a lot of preserve hunting? Does he want a gun that is very pleasant to carry all day?” Above all, he says, stress that this is a gun that is fun to shoot.
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UNDERCOVER SHOPPER
Clueless in Atlanta
he sport of 3-Gun appears to be in “powered ascent” these days. So, with that in mind, I asked my friend to accompany me to four Atlanta-area gun stores in search of the right guns and gear to start competing in this sport. My friend, a former SWAT member, still works in law enforcement. It also happens that she is preparing to compete in 3-Gun matches and looking for good, solid gear “intel” and recommendations.
STORE A
OPINIONS “R” US
➤ Located on the main street of a small town, this place seemed a little seedy. The cop part of my friend noticed the nearby pawnshops right away and the pedestrian hanging around the entryway. The parking in the back did not enthrall her, either. The store appeared dated, as though it hadn’t changed a fixture since the 1970s. The sales associate engaged my friend immediately, but then again, we were the first customers through the door, maybe because of the guy loitering outside. Then it became all about the sales associate and what he liked and didn’t like and why. My friend even asked him what
women should buy for 3-Gun. He had no clue. About rifles, he said, “They’re all the same.” Oh, and he also told her a 12-gauge shotgun “kicks like a mule.” Little did he know she can handle a riot gun just fine, thank you. The most disconcerting action occurred again and again: He broke away from the conversation to answer the phone, even though two other sales associates stood unoccupied on duty. My friend’s reaction? “I would have walked out of there very lost.”
The owner stated that he once competed heavily in 3-Gun matches, but by the end of the time there, we got the feeling that he’d had a bit of falling out somewhere. He did not compete any longer. After listening to my friend’s story, he recommended that she use her own SIG 250 to begin competing in actionpistol competitions to see if she really liked shooting in matches. He also showed her one of the most popular pistols for the handgun portion of 3-Gun, a Glock 19.
STORE B
FORMER COMPETITOR ➤ Located in a strip mall off a busy highway, this little business also looked as though it needed a few more customers.
STORE C
BY THE BOOK
➤ Designed to be like a department store for guns— with high ceilings, fabulous
lighting, and interesting displays—this place even offered rifle and pistol ranges and rentals. And yet, the help ignored us. In fact, one sales associate practically knocked my friend over in his haste to get behind a nearby counter to help a different customer. Then he said, “Just let me know if you need something.” He didn’t even make eye contact. At the point when we were starting to wonder if we would ever get served, a man stepped up to the counter and asked if he could help us. A motormouth, he talked very fast and dumped information for what seemed like hours. My friend said, after the ordeal was over, “If I didn’t have a flippin’ clue about what he was saying, I’d have been lost
PIXEL PUSHERS
T
In metro Atlanta, an undercover cop seeks out 3-Gun gear
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UNDERCOVER SHOPPER
How’d They Do? Customer Service STORE
A
The sales associate was friendly, at least.
Very friendly. My friend said she would have purchased from him if there were products available. STORE
B
Product Knowledge
Product Availability
Winner:
My friend said, “I would have learned nothing, and what he did say was negative.”
no stars It looked like they had a lot of guns, but not a single one for my friend.
A former 3-Gun competitor, the associate knew what my friend needed. She felt like he could get her set up and running 3-Gun.
Here’s the downfall. The store needed inventory. My friend said, “When you have so little inventory, it looks empty. When I walk in, I don’t want it to look like they just started up and maybe buy one gun every time they sell one gun.”
STORE
When a staffer says, “Just let me know what we can do for you,” they are really placing the responsibility for service on the customer, not on the establishment.
My friend said it surprised her when he recommended an M&P in Georgia. But, as time went by—and it really did go by—he loosened up and gave plenty of good advice on all the guns required.
Lots of guns. Lots of options. Not so many options for rigs, belts, holsters, etc. But the sales associate suggested online sites for procuring this gear.
Three different counters, one common experience: Fail. All three sales associates made choices that smacked of ignorance and condescension.
My friend said, “It was the weirdest gun information I ever got. I would bet my retirement that Smith & Wesson’s M&P and Glock are the most common production guns used, and he recommended two others.”
“They had stuff, but I’m not sure they had it in my size,” said my friend.
STORE
C
STORE
D
SCORING SYSTEM: Outstanding:
in the first sentence. It was like a memorized book. He was just spewing it as fast as he could.” But at least he finally settled down and started showing my friend options— lots of options. In fact, he even offered to bring in his own rig the next day for her to see.
STORE D
“READ THE MANUAL” ➤ Our last stop found us in
Very Good:
the heart of Glock land, as we visited a big-box store that held thousands of guns. With its massive expanse, and four separate gun departments, you would think this would have been the ticket. Not so fast. At the pistol counter, the sales associate quickly abdicated his sales duties to a customer who ogled my friend and said he shot 3-Gun. Instead, the counterman answered the phone and did paperwork.
Average:
So, we wandered to the shotgun counter, but these were hunting shotguns and my friend knew the difference. After she shouldered a few, the associate sent her to the counter that had “selfdefense” guns—but, hey, they actually were competition guns. At the self-defense department, a sales associate ignored my friend and helped a man (dressed all tactical-like) who
C
Though not the sharpest, the customer service here was far better than it was anywhere else. Product availability was the winning edge. Sharp Shooters USA 11261 Alpharetta Hwy. Roswell, GA 30076 770-500-3473 sharpshooters usa.com
Fair:
Poor:
stepped up to the counter on her right. This associate didn’t even know how many rounds certain shotguns held, and he showed her what he would buy “if he had the money.” He told her that a heavy shotgun would work for her, especially with recoil. Then she asked him about the gas adjustment in the Colt MSR, because she owns one like it. His answer? “Read the manual.” DECEMBER 2013❚❚❚SHOT BUSINESS❚❚❚27
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s n s afe u g o t i ty c ks ger lo arms secur e g i r t F r o m yo n d, f i r e om lin t t o e b b r and ce yo u o m b i e n a h n ca n e B r i a n M c C By
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Cannon’s dual-purpose EMP (electromagnetic pulse) lock allows the safe to be opened with a manual lock if the electronic lock becomes disabled. In addition, the Commander series offers 90 minutes of fire protection.
Y
ou wouldn’t know it from all the recent hoopla over gun control, but the vast majority of gun owners are
in fact responsible, law-abiding citizens who know that—first and foremost—they must keep their firearms secure and away from unauthorized people. And they do.
Firearms security usually means gun safes or locks at home and locked cases in the ffield or during anspor transportation. Beyond the ethical reasons for keeping ffirearms safe, there are definite legal and liability issues at work, too. In some states and municipalities ties, for example, a gun owner can face real legal troub trouble if he or she does not take reasonable precautions to secure their guns. Of course, firearms, optics, and other accessories can easily be worth thousands of dollars, and prudent gun owners safeguard these investments. So, for the firearms retailer, gun security is another selling opportunity—as well as good public relations. “The firearms industry doesn’t want its products falling into the wrong hands and being misused,” says Steven Sanetti, president and CEO of the National Shooting Sports Foundation (NSSF). “There are a wide variety of secure storage devices that can help prevent unauthorized access to firearms. Deterring accidents, thefts, and unauthorized access are just some of the reasons why it makes sense for responsible firearms owners to use security devices. As we say, ‘If you own a gun, respect it and secure it.’” NSSF has been at the forefront of promoting gun safety across the nation with the Project ChildSafe program, which since 2002 has distributed some 36 million gun-safety kits, each of which includes a cable-style safety lock. And that’s in addition to some 60 million locks supplied with new guns by their manufacturers. Yet, as a retailer you might wonder, “If this program is giving away gun locks, doesn’t that mean I’ll have a very tough time selling them?” Just the opposite. Project ChildSafe has actually helped create even more interest in gun security. “The demand for gun locks, nationally, far exceeds what we can provide,” says Bill Brassard, NSSF senior director of communications. “We get calls all the time from law-enforcement agencies asking for a thousand or more of our gun-safety kits and gun
OPENER PHOTO: PETER B. MATHIESEN
GunVault AR-01 locks into a magazine well to a prevent unauthorized use of the firearm.
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WallVault from Cannon Security Products mounts into a wall and offers discreet storage.
locks at a time. But we can only provide 100 kits to an agency, maybe 200 in some rare cases. As soon as these agencies get these kits and locks, they’re gone!” Then, too, there are a lot of older and secondhand guns being sold out there, and their owners need locking devices to store them safely.
LOCKDOWN ➸ Gun locks of many varieties—including cable-
and magazine-style locks—are steady sellers at Herb Bauer Sporting Goods, located in Fresno, California, even though all new handguns and most long guns come with a lock. “We merchandise our locking mechanisms near the gun counter to remind our customers of the
importance of keeping their firearms secure when not in use,” says John Lewis, Bauer’s hunting and gun department manager. Lockboxes are another popular security item here. Bauer sells upward of 1,000 units per year of gun locks and lockboxes combined, says Lewis, products with solid profit margins. Moreover, California state law actually helps sell these security products to new gun buyers. “It is mandatory for any California resident purchasing a firearm to prove that he or she has a safe by signing a DOJ [state Department of Justice] safe affidavit,” Lewis explains. “The customer must enter the make and model of the safe they possess and indicate if they have a receipt for it. If the firearm purchaser does not possess a safe, they are required to have a California DOJ–approved lockbox, trigger lock, or cable lock for their firearm.”
THE BIG BOX ➸ Gun safes are increasingly popular items with
gun owners, notes Michael Sweeten, product manager for Browning Safes. “Gun safes have been around, in one form or the other, since the 1970s,” he says. “But, in the last decade or so, we’ve seen a steady rise in gun safe sales.” Many factors have led to increasing gun safe sales, he notes, including a surge in gun ownership, increases in gun values, gun owners acquiring multiple firearms, and state laws and insurance considerations. Gun safe manufacturers like Browning have helped their cause, too, by tailoring safes to meet customer needs. “For many years, gun safes tended to be just big
The TacVault from GunVault has been specially designed to accommodate the unique dimensions of the modern sporting rifle. The safe also uses a biometric lock that reads the authorized user’s fingerprint to gain entry.
THE SAFE MOVING BUSINESS?
Gun safes are big-ticket items. But they can also be as big as a refrigerator—and a whole lot heavier. The reality of actually getting a large, heavy safe home can cause a potential customer to hesitate over the purchase. You may be able to really boost your sales by offering to move gun safes, either at a nominal cost or as part of the purchase price. “Many of our best dealers are the ones that have the ability to move and install our gun safes,” says Michael Sweeten, product manager for Browning Safes. “It doesn’t have to be a big, complicated operation. Some dealers do very well with a couple of their own guys and a store pickup truck, as needed.” Vance Outdoors, a Cannon Safe dealer in Columbus, Ohio, has developed a relationship with an independent moving contractor, and its personnel recommend the contractor to customers considering a safe purchase. “They have a fixed rate they charge, based on weight and size,” says Rich Vance, who oversees safe sales at Vance Outdoors. “It’s a big help, being able to offer this service. Customers know they won’t have the hassle of getting a big, bulky safe home.” Make sure you advertise this service, he says.
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The RadioVault from Cannon Security Products will safely hold a handgun for personal defense. It’s also a secure place to store a wallet, car keys, credit cards, or other sensitive personal property and information.
metal boxes with locking devices on them,” Sweeten says. “That’s been changing. At Browning, one of the major improvements we made was launching the DPX storage systems, which let gun owners customize their storage and security needs.” The patented DPX Storage System (the initials stand for Duo-Plus Extra) allows safe owners to store rifles, shotguns, and pistols on the safe door, for easy access and added storage capacity. Browning took this approach a big step further in 2011 when the company launched the Axis Shelf System, a totally modular safe-shelving system that creates maximum storage and improved accessibility, based on the safe owner’s needs and firearms. Herb Bauer Sporting Goods has been a Browning Pro Steel Safe dealer for well over 30 years. “As far as size, we always educate the customer not to compromise on the smaller safe, because they will inevitably run out of room when still accumulating their collection of firearms,” Lewis says. “Fireproof safes tend to be an important feature most potential safe owners want as well. A 30- to 60-minute fire rating assures the potential owner that the contents will
survive until firefighters can get the fire snuffed out.” Lewis adds that electronic safe locks are becoming increasing popular with Bauer’s customers, “due to the fact that the owner can change the combo without calling a locksmith.” Rich Vance, of Vance Outdoors, in Columbus, Ohio, agrees that electronic locks are popular options on the Cannon Gun Safes he sells. But, he notes, a lot of customers have asked, “What happens if the power goes out due to natural or man-made disasters?” He assures them that needn’t be a problem, because Cannon has responded with the EMP Dual-Access Lock, available on their Armory and Commander series gun safes. “People really like the EMP lock,” he says. “It answers a concern many of them have had, and gives firearms owners another level of security they can count on.”
AVAILABLE SPACE ➸ “Research by law enforcement shows that most
home burglaries are of the ‘smash-and-grab’ variety,” says Jamey Skousen, marketing director for Liberty Safes. “They break into a home and spend, on average, seven to eight minutes grabbing up whatever they can and then getting out fast. Even with a home alarm, the police usually aren’t going to get there in time.” Thieves love guns, too, which they can turn into instant cash on the streets. “But if they see a safe, burglars usually leave without taking a thing,” Skousen says. “They figure everything of value is in the safe, and they have neither the time nor the expertise to get into it.” As noted earlier, fire protection is a huge selling point with gun-safe buyers. But don’t simply stress the fire protection capabilities of a particular safe,
TAKING THE PLEDGE As part of national safe gun campaign, Stack-On Products, which manufactures security cabinets and safes, tapped television personalities Willie Robertson, Steve West, Jason Aldean, and Tombo Martin to help spread the word. According to Shelley Nehrt, Stack-On’s director of marketing, “Each celebrity endorser will share his personal firearm safety message and promote the company’s safe gun storage online pledge.” The social responsibility and online pledge campaign, “Keep ’Em Safe—Locked and Unloaded,” asks sportsmen and gun owners to keep all firearms in a secured, locked environment. As a further inducement to take the pledge, Stack-On agreed to make a monetary donation for each household that completes the pledge to the Shoot for a Cure charity.
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GunVault 1000 is a small biometricoperated safe that features a tamperresistant spring-loaded door.
TOTAL HOME SECURITY As home security technology has advanced, so, too, has the opportunity for firearms retailers to sell what amounts to a total home security package to gun safe customers. Liberty Safes, for example, recently released the SafElert system, a small battery-powered sensing device easily hidden inside a safe. SafElert detects movement to the safe, when safe doors open, plus changes to temperature and humidity, and sends out alerts about these changes to the safe owner, via e-mail or texts. The SafElert sells for under $200, and one-, two-, and three-year monitoring contracts are available. Meanwhile, Cannon Security Products has launched the Digital Door Viewer as a major security upgrade over the traditional peepholes found in most doors. With a built-in peephole camera, the Digital Door Viewer allows you to discreetly identify who is at the door. The product can also be programmed to take photos or video.
Skousen advises. Go a step further. “Ask your customers how far away they live from their local fire department,” he says. “Two blocks away or on the other side of town? A safe with 30 minutes of fire protection may be all they need. Liberty makes safes that will protect your valuables from fire for up to two and a half hours. People are willing to pay for that level of protection, but make sure they need it.” As for size, keep in mind that all too often customers buy a size too small, only considering their current storage needs without taking into account future purchases. Help them think big.
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weeten the
Pot Employee incentives work for both the staf and the owner
If employers truly want to keep good employees, then they have to appreciate them and provide them with the opportunity to advance— personally, professionally, and financially. That means incentivizing them. How do you do that? Basically, there are two kinds of incentives—financial and non-financial. The latter type includes additional holidays, company cars, and gifts. The former, which will be the focus here, includes employee commissions, spiffs, and profit-sharing.
By William F. Kendy
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The Rising Tide Commissions for sales associates is a classic “two sides to every coin” scenario. On the one hand, most retailers recognize the fact that if they want to ramp up gross sales, reach revenue goals, and increase profits, they need to provide some sort of carrot for their staff. It doesn’t make sense to feed chicken feed to geese that lay golden eggs. Salespeople need to be trained, encouraged, and supported, and a commission system allows the most motivated salespeople to grow their own income while also increasing your bottom line. On the other hand, such a program seems inherently unfair to the rest of the employees. But here’s the hard truth:
Like it or not, merchandise is not sold by the office staff, stockers, gunsmiths, or cashiers. It is sold by salespeople. They are the only ones moving merchandise, and you have to determine some sort of plan that gets them motivated to consistently “sell, sell, sell.” As they say, “A rising tide lifts all boats.” Well, salespeople create that tide. Matt Frank, ATK’s Michigan territory sales representative, believes that some sort of incentive program is necessary for salespeople. Without such a program, these vital folks won’t have any “skin in the game.” “Salespeople don’t have any money on the line, like a store owner does, and they aren’t invested in the process of making or losing money,” says Frank. “A commission program, even if it is only for a category of products, offers an opportunity for them to participate in that process
and have some buy-in. For example, a retailer may have a goal of growing his accessory sales 20 percent in a year. If that happens, salespeople can get a percentage of that increase or a commission on everything they sell above a base.” To Frank, the key component of commissions—unlike a bonus, which is a gift—is that they are earned based on what individuals actually sell. “The owner can count it, the salesperson can count it. Everybody knows where everyone stands. There are no surprises.” A typical commission structure may take various forms. It can be a percentage of total sales, a fixed fee that can increase based on total revenues, a draw against commission, or a salary plus commission. However, of all the retailers I spoke to, only one offered a true commission plan. The rest offered a straight salary with some opportunities for spiffs and bonuses or a profit-sharing program. Why is there such a low embracement on the part of firearms retailers for a commission system?
Credit Where Credit Is Due Most of the retailers I interviewed felt that initiating a commission system will pr prompt salespeople to pressure customers to buy things that aren’t right for them just to make the sale. “We don’t want our salespeople pushing firearms that aren’t really suited for the customer just to earn a commission or some free merchandise,” says Glenn Duncan, owner of Duncan’s Outdoor Shop in Bay City, Michigan. “We want to make sure that every customer who comes into our store is matched with the right firearm and accessories to meet his or her needs.” Another concern is how to properly and fairly credit the sale. Let’s say a customer comes in, gets “sold” by one sales associate, but doesn’t immediately buy. Later, he returns to the store and hands a fistful of money to a different salesperson—who just takes the order but
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gets all the credit (and the commission). To get some perspective on this issue, I went outside the industry and spoke to automotive-dealer sales managers. They pay their salespeople based on a “draw” (it has to be paid back from earned commissions) against salary plus a commission, and they handle the sales-credit situation by utilizing a computer customerretention system that captures all customer information, including the initial sales contact and other involved salespeople. They encourage their salespeople to provide prospects with business cards and to stay in contact. In other words, build a relationship with the potential buyer. They also request that, when customers come in to buy, they either see the original salesperson or at least mention his or her name so the right person can get the proper credit. If there are multiple salespeople involved, the person who clearly carried most of the water in the sales process (which is documented) earns the commission. Occasionally commissions are split. The consensus is that most of the time things even out. Miles Hall, owner of H&H Shooting Sports Complex in Oklahoma City, Oklahoma, is the only retailer I spoke with who actually has a commission structure in place. He says that the issue of who earned the commission on a sale is not really that large of a problem. “Sometimes customers can’t make up their minds and come back later to buy and work with a different salesperson,” says Hall. “We encourage our salespeople to hand out a card, write down their name on a slip of paper, or even better, get a deposit on a firearm. We also ask the customer to mention the salesperson’s name when they return. If the second team member does as much work as the first person, the tie usually goes to the closer. It will even up later.” Hall bases his commission structure on a base salary plus commission. Those commissions vary depending on the product. “We have four salespeople who make
more than I do, and they’ve earned every penny through sales,” he says. “Our commission structure is based on the bare bones of what salespeople need to sell to cover their base salaries and benefits. After that is covered, a commission kicks in. We structure different commissions in different areas of the store and by product margins. Products with higher margins, such as safes, receive a higher commission.”
All for One and One for All If you y still worry that commissions cor you may may destroy esprit de corps, prof sharing. That’s the want to adopt profit tack taken by Richard Sprague, owner
of Sprague’s Sports in Yuma, Arizona. “I have tried different ways to provide incentives for our staff, but I won’t do it at the cost of destroying our team spirit,” he says. “Instead, what we’ve had for the last 20 years is a 100 percent employer-funded profit-sharing program that pays up to 15 percent of an employee’s salary. It has helped create loyalty and a feeling of ownership as well as a sense of responsibility on the part of the employees for the company. It keeps us working as a team.” Regardless of whether you use commissions, spiffs and bonuses, profit sharing, extra paid days off, or even a free lunch once in a while, providing some sort of additional benefit is critical for keeping the business machine humming along. Remember, a well-oiled machine performs at a much higher level, and that ultimately means more profit for you.
The Manufacturer Incentive Spiffs (a bonus paid by a manufacturer for selling a specific product) can also be an effective incentive. Most of the retailers I spoke to have participated in such programs. “The Ruger program has been very effective in motivating my employees to sell firearms,” says Robin Ball, owner of Sharp Shooting Indoor Range in Spokane, Washington. “They receive points on every firearm they sell, and if they get enough points they can win a 10/22 or even an MSR. The employees can keep track of where they are, so it’s easy to manage on our end and the approval time is very good.” “One of the very best programs we were involved with was with Bushmaster’s original owner,” says Miles Hall. “For every Bushmaster you sold out of your existing stock, they sent the salesperson one live Maine lobster. It was such a successful program that they upped it to two lobsters per sale. We had team members going home with cases of lobsters. It was a wonderful pull-through promotion.”
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PHOTO CREDIT
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IT’S REALLY NOT ALL THAT HARD TO ATTRACT NEW CUSTOMERS. YOU JUST NEED TO TRY
PHOTO CREDIT
BY BARBARA BAIRD
O
ver the past couple of years, you’ve probably noticed a new generation of buyers coming through the doors. The big question is: Do they come back? If not, the overall look of your store and the attitude of the staff may be sending the wrong message. Here are a few ideas, taken from retailers who have profited from actually putting them into play, on how to cater to this new crowd. The extra benefit is that by creating an environment that encourages new customers to visit (and return), you’ll also be improving the shopping experience of your old customers. In business, this is called a win-win. EASY ON THE EYES Susan and Lorren Schendel opened their gun store, Route 66 Guns and Ammo, last March on Main Street in Barstow, California. The store came to them with a bright new name, but an old, dark interior and a boy’s club reputation. Susan says the store is now “easy on the eyes,” which women and men appreciate. “Our female customers first notice how clean and how brightly lit the store is,” she says. “I’ve had numerous compliments on how much they love the store and how comfortable and very welcome they feel here. All the furnishings are new. The display cabinets have a lot of glass and lights throughout to really show off the great range of firearms available in our store.”
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Customers respond to clean, open spaces, and a friendly kids’ station lets parents shop more often.
ing, as both have noticed Route 66 Guns and Ammo has not only attracted new customers, but also kept customers that frequented the old store as well. STAFFING SECRET
ents. “We wanted to make the store a place where all families felt welcome,” she says. “We have a Lego table with chairs for the children to enjoy, and we have put a lot of thought into where we have placed our inventory to ensure a safe, friendly environment.” It’s more than providing a place to play, though. “We want these children, as they
Two gun-store owners in Georgia have found a cool way to attract customers to their stores. They added ice machines and offer free ice to their customers who purchase Yeti coolers. Chuck Williams, of Chuck’s Gun & Pawn in Warner Robbins, says he and his Yeti rep sat around one day, brainstorming how to sell more coolers. In the meantime, his friend needed to liquidate a nearby restaurant business. Williams wondered if he ought to try out the ice machine and sell ice to cooler customers. The rep asked, “Why don’t you just buy it? Why don’t you just give it away?” He did, and hasn’t looked back. Now, customers come through the doors with empty ice chests and leave with
grow and become of age, to already know where their local gun shop is and already have a relationship with us. We want our store to be the place that their parents bring them for their safety courses, their first BB gun, bow, or rifle. We are a family store, and family is very important to us,” Schendel says. The new owners believe this new approach is work-
Joe’s Sporting Goods, an institution in St. Paul, Minnesota, since 1930, sells firearms as well as a wide range of hunting, fishing, camping, and water- and winter-sports gear. Jim Rauscher, a third generation store owner, and his brother, Joseph, says the secret to bringing in good, loyal customers is to engage them. To better help his sales staff do this, Rauscher hired a sales specialist to better improve their customer interaction abilities. “We teach our staff how to address customers, and how to listen to them,” he says. “You better be asking two, three, or four questions
full ice chests, plus live bait, maybe some ammo, or even a new gun. Over in Smyrna, Jay Wallace, owner of Adventure Outdoors, says that he moved into his new store location two years ago. A former grocery store, the site held a massive ice machine. He says it was a no-brainer to offer free ice. Jay also sells Yeti coolers, and has them branded with his store logo for easy identification purposes. His attitude? “If we offer ice, they will come.” And they do. Hunters, anglers, partygoers—they all stop by Adventure Outdoors. And, just like at Chuck’s store, they fill their coolers and often stop at the cash register on their way out.
OPENER PHOTO: WINDIGO IMAGES
Catering to women buyers has paid off. “We offer a variety of colors—pinks, purples, reds, blues, and animal prints—in our bags and accessories, and our female customers love the choices available,” she says. “Women want to own quality firearms, and they also want to be stylish with their accessories. We are proud to offer both.” Schendel says she and her husband made the effort to not only hire people who were knowledgeable, but also people they knew would be friendly as well. “We are here to assist our customers—whether they are first-time owners, military, law enforcement, hunters, collectors, sporting shooters, cowboy shooters, or reloaders,” she says. “Our customers are 18 to 100 years old, with very different needs and wants, and we appreciate each and every one of them.” The Schendels are the proud parents of a 6-yearold daughter, who regularly comes to work with her par-
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before you show a customer a product.” He also hires enthusiastic sales staff, like the 10-year employee whose day job was president of a bank. The guy loved to ski and considered his part-time job at Jim’s store as good therapy, an opportunity to give back to the sport. The store itself is eye candy to an outdoors enthusiast. “One of the best compliments I ever got was right after we opened our new location 10 years ago,” Rauscher says. “Someone said, ‘You look like a miniature Cabela’s!’” All of the mounts in the store have a story, because the Rauscher family hunted for all the trophies on display. A walkway circles the 24,000-square-foot store, complete with two chairlifts strung on cables. The store also offers a training team of instructors, including a female instructor who specializes in ladies concealedcarry training. Although the store does not have a range in house, it does offer a onelane range for the use of its gunsmith. HOW ARE WE DOING?
When the landing page of a store’s website asks the visitor, “How are we doing?” you know it’s a place where customer service is taken very seriously. Richard Sprague owns a 13,500square-foot sporting goods store and indoor range in Yuma, Arizona. Sprague’s Sports aims to be the leading shooting sports specialty retailer in the southwestern United States. Its mission statement, which also sits
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Spacious aisles and eye-catching displays lend H&H Shooting Sports an inviting, mall-like atmosphere.
front and center on the website for the world to read, says just that, promising to set the pace in customer service. So how does Sprague deliver? First of all, to get the customers into his store, he advertises a lot. “I’m a strong believer in advertising, especially consistently and locally,” he says. “We’ve trimmed our print budget, preferring to run color ads, and we still advertise on the radio, which has a lot of energy.” Sprague also believes you must understand your demographics. Since Yuma is home to a very strong hunting component, Sprague’s Sports caters to that market in particular by offering seasonal huntereducation courses and hunting clinics. The website even offers a program, again on the main page, called “Hunt Finder,” where a potential hunter can find a particular hunt with guaranteed tags and endorsed outfitters. For new recreational shooters, Sprague has been hosting NSSF First Shots for years. In fact, his range held the
second First Shots clinic in 2005. Another way that Sprague serves the community is through a specially designed fundraising program. For example, last summer the store held its 12th annual fundraiser for a local Catholic high school, featuring 155 guns, two gun safes, and two binoculars. The beauty of this fundraiser is that the school does not have to put out any money up front. The benefit to the store is that the winners have to come in and fill out the paperwork to collect their guns. Once there, they rarely leave without some sort of accessory. SERVING, NOT SELLING
Jayne Hall and her husband, Miles, started their business, H&H Shooting Sports, in Oklahoma City, as young newlyweds in the 1980s. (H&H stands for Hers & His.) It has since grown to rank easily in the top 10 gun stores for sales in the country. “Miles and I were sitting in a restaurant, and we heard three ladies talking
about our gun store,” says Jayne. “We eavesdropped a bit, and we found out that they really like our clean restrooms—among other things.” Indeed, their restrooms even include diaperchanging drop-down tables. Miles notes that the pair grew up in the mall, not on the gun range. That experience has inspired their décor in the store: bright lights, open spaces, beautiful display cases, and a café all cater to that sense of community that they support. “Just cater to the women and you’ll get the men,” says Miles. “Women like a mall atmosphere in a gun store.” Miles also says that if you want to grow the sport of shooting, business owners should not have any prejudices. “Open your store to the old, the young, gay, straight, and all races,” he says. Jayne says first impressions are often wrong, so don’t be too quick to judge a potential customer. “One time two guys dressed like gang members came into the shop to purchase guns,” she says. “Turns out they were undercover policemen.” The moral of the story? Don’t judge a customer by his low-slung pants. That underlying philosophy is also why the Halls insist that all customers be referred to as “guests.” As a sales leader, H&H obviously understands how to sell. But to Miles, it’s really much more than that. “It’s not about selling,” he says. “It’s about serving.” He considers gun-store associates to be the front line of the shooting sports industry. “Often, this is the first encounter a person will have with a gun,” he says.
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“It’s important to engage and serve.” And, indeed, H&H serves the community by offering a wide range of courses on its ranges, and by hosting a Summer Expo, billed as the “biggest party of the summer,” where it provides opportunities for guests to talk to experts, see new products, enter contests, and win prizes. For better product presentation, Miles’ son, Nicholas, built the first gun case in a high school woodworking class. Now part of the overall layout in the store, these 2- by 4-foot cases hold 60 guns behind glass—30 on each side. This type of case allows a team member to stand beside each store guest. Doing so not only allows salesman and guest to fully engage, but it also promotes safe gun handling. Over in the “food court,” the 4U Café offers “world-famous onion burgers.” This is fast food, says Jayne, “that people love.” The café even caters.
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GOOD STUFF
B Y S L AT O N L . W H I T E
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t was a knife that had been sadly abused, and try as I might, I couldn’t really restore the edge. So when Chef ’s Choice (a division of Edgecraft Corp.) asked if I was interested in testing a manual three-stage knife sharpener, I said, “Why not?”
Good thing I did. In no time at all, it put a wicked edge back on that knife. Designed for righties and lefties, the ProntoPro 4643 effortlessly sharpens a wide range of knives. Slip-resistant rubber feet help keep it in place on almost any surface, from a rough-hewn table at deer camp to the tailgate of a pickup truck. And since it requires no power, it can go anywhere. This sharpener is also set up to handle knives with 15- and 20-degree facets. This is a key component, as the market is offering more of the so-called Asian-style knives that have thinner, 15-degree blades. “We’re seeing a broad adoption of the 15-degree edge by leading European knife manufacturers. In part, it is a recognition that many consumers prefer the smaller 15-degree edge angles, which they perceive as
The Chef’s Choice ProntoPro 4643 keeps hunting and fishing knives sharp and safe.
being sharper, though both a 20-degree edge and 15-degree edge can be made with equal perfection,” says Edgecraft’s president, Sam Weiner. “It is true that the 15-degree edge exhibits less friction while cutting, particularly when accompanied by a thinner blade geometry. This is why the user thinks this blade is ‘sharper.’” Most of your hunting customers have knives that feature a 20-degree facet, which can stand up to the heavy work of reducing an elk or moose to a consumable size. Nevertheless, the trend spurred Chef ’s Choice to create sharpeners that can handle both designs. The ProntoPro is one such model; there are others as well, such as the new electric Hybrid AngleSelect Diamond Hone 290. The main thing to emphasize to a customer is how well the ProntoPro does its job, for
not a lot of money—even on knives that have been poorly maintained. SRP: $49.95.
In the Kitchen Just in time for the holiday season, Chef ’s Choice is introducing the Sportsman Classic WafflePro 853. The problem with many waffle-makers with non-stick surfaces is that they end up steaming the batter. What comes out is soft and unappealing, like a heated sponge. But this model creates waffles with that old-time crunchy exterior. The grill imprints the head of an 8-point whitetail on each waffle, and the compact design (it makes two waffles at a time) makes it very stowable. This is a good gift for the outdoorsman in any family. SRP: $49.99. (800-342-0500; edgecraft.com)
The Value of a Name Over the summer, after three years of litigation, the U.S. Patent and Trademark Office ruled in favor of Edgecraft Corporation in the trademark case against Smith’s Consumer Products and its use of the Edgeware trademark. The Trademark Trial and Appeal Board (TTAB), a panel of federal judges, found Smith’s Edgeware trademark confusingly similar to the Edgecraft trademark owned by Edgecraft Corporation and therefore “likely to cause confusion, mistake, or deception.” As a result, the board ordered cancellation of the three Edgeware trademark registrations. You may have some customers confuse the two names. You can set them straight by telling them Edgecraft is the product they want.
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Chef’s Choice aims to give your hunters a real edge
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W H AT ’ S S E L L I N G W H E R E
West
Room, UT Locker St. George
This 1,600-square-foot retailer keeps winter traffic strong with sales and Christmas accessory choices. Ladies’ handgun sales are at an all-time high. “We almost can’t keep smallframe revolvers in stock. During the fall, we’ve seen record numbers of first-time couples and women shooters,” says manager Ty Morgan. Smith and Ruger top the handgun sales, wth high demand for 638s, BodyGuards, and Purple LCPs. Other strong-selling handguns include Kimber and SIG 1911s. MSRs have slowed to one a week. SIG M400s hold the high sales position. Ruger Americans and Savage Predators in .30/06 and 7mm head the long-gun pack. Ruger 10/22s and Browning BL22 lever-actions are in high demand. Mossberg 500s and Remington
B Y P E T E R B . M AT H I E S E N
Expresses have sold more than 35 units in the last 30 days. Ammo stocks are below average, and .22s are in short supply.
CA
Olde West Gun and Loan,
Redding Handguns are hot pre-
Christmas items at this central northern California shop; Ruger LCRs top the sales chart. Other fast movers include LC9s and Kimber 1911s. “This has been a big year for youth shotguns. I can’t remember a time when we sold so many,” says counter salesman Jeremy Callaway. Bolt-action rifles are still crossing the counter. Leading sellers include Remington 700 SPSs and Ruger Americans in .30/06 and .308. MSRs are turning a few units a week. The top two spots belong to Smith M&P Sports and SIG M400. Ammo inventory has improved,
Midwest Gun & NE Hogies Sport, Auburn
Located 10 miles east of I-29 in eastern Nebraska, this rural store keeps more than 600 firearms on hand with 2,500 square feet of retail space. Small-frame revolvers are red hot right now. “We are seeing a large increase in ladies coming to handguns. And in so many cases, they shy away from pistols because they don’t have the strength to pull back the slides,” says owner Glen Hogue. Other fastmoving handguns include Ruger LCRs and Taurus Model 940s. Muzzleloaders are still turning, led by a few high-grade Thompson Encores, CVAs, and Traditions. Sales of MSRs are averaging one to two per week. Smith M&Ps see the most traffic. Ammo stocks are frustratingly low, especially in .22 and .22 Mag.
Sporting shotgun sales are better than last year; Hogue says he’s seen several turns on Mossberg Silver Reserves, Winchester SuperX3s, and Browning BPSs.
Guns, MI Gary’s Muskegon
With four full-time employees and 500 guns on hand, this Rust Belt allguns dealer reports sales are up across the board. Deer season has been strong, with pre-Christmas sales especially brisk. “Our MSR turns are steadily increasing, and customers are focused on higher price points than they were four months ago,” says owner Gary Foster. Just Right Carbines are leading MSR sales at over three a week. In long guns, Remington 700 SPSs and Savage Muddy Girls in .243 should see turns into Christmas.
but .22 is still in short supply.
Gun WA Welcher’s Shop, Tacoma
With 250 handguns on display and 200 long guns on the rack, this independent is one of the larger non-big-box stores in the area. Deer and elk rifles are trending down but still moving, with Browning X-Bolts and Tikkas in .300WSM leading the way. Sales of MSRs are steady, with Rock Rivers and SIGs garnering most of the turns. Handguns are moving well, with Glocks, Ruger LCPs, and Kimber 1911s all posting great numbers. “Handgun sales continue to amaze us. I just wish we could consistently get our hands on .22 ammo,” says manager Bryan Welcher. Tactical shotgun sales are especially good right now, and Mossberg owns the top spot.
Ammo stocks are less ideal, with .22s improving for a week or two, and then falling back behind.
Darnell’s Gun IL Works, Bloomington
Utilizing three ranges, this family-owned shop keeps up to 300 guns in stock. Concealed-carry revolvers top the list, and Smith BodyGuards and Smith 638s rule. “We‘ve seen a large increase of couples and women coming into our shop for training,” says owner Ron Darnell. Ammo stocks have improved, with the exception of limited quantities of .22 and 9mm. Savage 220 shotguns and Thompson Encore muzzleloaders are passing the counter daily. Rock River MSRs are selling slower than last year but are making regular turns, averaging six a week.
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W H AT ’ S S E L L I N G W H E R E
East
Curt’s Gun PA Shop, Mifflinville
This north-central Pennsylvania shop keeps 200 guns in stock. Price-point firearms are the largest sellers. Hi-Point handguns in 9mm and .38 take first place, with Taurus TCP .380s a strong second. Smith BodyGuards and Shields are also getting attention. “Local employment is improving, but used and price-point guns are still our strongest sellers,” says owner Curtis Moorhead. Hunting rifles are moving, with Savage Axis in .243 pulling the best numbers. Other hot guns include new and used Marlin 336s. Hunting ammo has been hard to come by, with staples like .30/30 in short supply. Moorhead says his ammo stocks are adequate overall, but only because he spends hours every day sourcing inventory.
South
Biff’s Gun KY World, Louisville
With 2,000 guns in stock and an offsite range, this independent, featured on the CMT reality show Guntucky, has six fulltime employees. Sales of MSRs are down, with most going to Windham Weaponry. “Our MSR sales are not what they were last year, but they are still notable. We see a big future in alternative calibers and custom builds,” says owner W.L. Sumner. Handgun sales are strong, with plenty of pre-Christmas cash being spent on Ruger SR9s and Pink Lady .38 Specials from Charter Arms. Home-defense shotguns are holding steady, with most turns going to Remington 870s and Mossberg 500s. Sumner says ammo stocks are not ideal, and it’s crazy that .22 ammo is still in such short supply.
Springhill WV Rod & Gun, Charleston
Stocking an average of 400 guns, this general sporting goods retailer has seven employees. MSR sales have slowed but highergrade Smith M&Ps are still turning up to five a week. Bolt-actions sales are steady. Remington SPS 700s, Browning X-Bolts, and Ruger 77s (all in .30/06) are the most popular. Youth rifles are hot, with Ruger Compacts and Savage Axis Compacts mostly in .243. “We see this market increasing in coming years,” says counterman Tom Kessler. Shotguns sales have been steady. Remingtons 870s are doing particularly well. A few H&H .410s have moved as well. Handguns are hot, with Glocks and Springfield XDMs in the lead. SIG .22 Mosquitoes are also posting strong numbers. Ammo stocks are
Chandler’s Gun TX Shop, Valley Mills
This small, rural gun shop rests northwest of Waco. It keeps 100 guns in stock and is building a new facility that will house a larger retail space and a gun range. Because of the move, the store is only selling MSRs and long guns per order. However, handgun inventory is better than it was earlier in the year. Springfield XDs and XDMs in 9mm and Glock Model 22s top the list, with Ruger LCPs and LCRs moving quickly. Other notable handgun sales include .22 pistols. “We’ve seen customers who want a .22 that closely matches their favorite concealed-carry handgun for convenience and cheap shooting,” says manager Sonny Yarbrough. Although ammo stocks are less than ideal, particularly in .22, most other ammo is on the shelf.
slightly better, with customers limited to one brick of .22 ammo a week.
Owl’s Nest, N J The Phillipsburg
This small dealer keeps 200 firearms in inventory, specializing in shootingsports products. With deer season winding down, rifles continue to move, with Savage 220s and H&R Heavy Barrels in 20-gauge. Muzzleloaders are still turning, with .50-caliber T/C Triumphs and CVA Accuras. MSR sales are steady, but down from last year. Windham and DPMS in .23 get the most attention. Ammo stocks are frustratingly low. “By now I had expected ammo to be reasonably easy to get. It’s disappointing to customers at Christmas to limit .22 ammo,” says owner Jim Heebner. Smith M&Ps in .40 and 9mm and Ruger LCRs are the hot handguns.
Gun GADavid’s Room, Norcross
This suburban Atlanta store keeps about 400 guns on the floor in 2,000 square feet of retail space. Pre-Christmas handguns are hot, with demand for Smith 638s. Smith Airweights in .38, Ruger LCRs, and Smith Shields are also hot. “Demand for Smith 638s is so high a used one will not sit for more than one day,” says counter salesman John Sinson. Kimbers are also selling well, but are on back order. Getting enough ammo remains tricky. Hunting long-gun calibers are in such short supply, they are only being sold with a new rifle. MSRs are turning slowly—most sales are going to price-point Smith M&P Sporters. But bolt-actions have been hotter than last year, with Ruger Americans and Tikkas in .30/06 closing the season strong.
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NEW PRODUCTS (Continued from page 52)
The Taurus CT9 and CT40 (9mm and .40, respectively) are new close-quarter platforms with a full-length Picatinny rail.
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ers. The carbine incorporates a versatile polymer handguard that can accommodate three additional Picatinny rails for the addition of accessories. The lower receiver is made up of polymer with steel reinforcing inserts. The CT Carbine has a skeletonized fixed stock, a pistol grip, and a distinctive magwell that doubles as a forward grip. The ambidextrous fire/safe selector switch is located just above the grip for quick and easy operation, and the magazine release is located near the magwell housing. The
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NEW PRODUCTS TLH firmly and comfortably in place. A threaded lens ring can be replaced with various colored or diffuser filters. SRP: $79.99, TLH-50; $39.99, TLH-10. (303442-4960; terraluxportable.com)
Range Systems
TerraLux TLH headlamps (TLH-10 and TLH-50) feature a single operation button that can be easily used by a hunter wearing gloves.
deliver light outputs of up to 540 lumens for up to three hours from two 3V CR123A lithium batteries (TLH-50). The TLH-10 provides 95 lumens for 1.4 hours from its single AA battery. The single operation button is large and easy to find when wearing gloves. This button allows operators to select from four light levels in the TLH-50 and a
search-and-rescue-friendly strobe. The TLH-10 offers three light levels and a strobe setting. Both TLH models are made of durable corrosion-proof aluminum, and are water- and impact-resistant. The gearless pivot point allows for infinite adjustability, with no risk of stripping out a thread. An elastic, adjustable headstrap keeps the
The RS1000 Electric Target Retrieval system offers variable target distances up to 25 yards and moves the target quickly at 8 feet per second on an overhead steel track. The shooter controls the target and sends it to the desired distance by engaging a bi-directional switch at the firing line. The unit contains three easy-toinstall main components—target carrier, drive unit, and the track system. All components are standardized to simplify installation and reduce maintenance requirements. The target carrier and arm are protected from errant rounds with a front ballistic shield, and the target clamp is designed to withstand occasional hits. Its ease of use and reliable performance makes the RS1000 Target System ideal for club and commercial ranges that need a system that offers variable target distances, simple operation, and minimal maintenance. SRP: $2,400. (877-423-1785; range-systems.com)
Hunter’s Specialties The new Magnum Tripod Chair, specially designed for hunters who sit in a popup blind, features a large, comfortable, triangular seat with a flared backrest. It utilizes a durable steel frame and comes in black, to better blend with the inside of a pop-up blind. It weighs only 6.5 pounds, making it easy to carry into the field. SRP: $29.99 (319-395-0321; hunterspec.com)
Ruger The new Ruger SR-762 brings the .308 Win./7.62 NATO cartridge to the popular SR-556 family of rifles. The SR-762 offers the downrange authority of the .308 cartridge in a two-stage piston-driven rifle that runs cooler and cleaner than traditional gas-driven MSR-style rifles. The SR-762 retains the features of the original SR-556. A patent-pending twostage piston delivers a smooth power stroke to the one-piece bolt carrier, which reduces felt recoil and improves the rifle’s durability. The four-position gas regulator allows the shooter to tune the rifle to
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Ruger’s .308 SR-762 is a two-stage piston-driven rifle. The one-piece bolt carrier reduces felt recoil.
function reliably with a broad variety of ammunition and in varying environmental conditions. Features include a 16.12-inch heavycontour, chrome-lined, cold-hammerforged fluted barrel with a 1:10-inch twist, a Ruger Lightweight Adaptable handguard, three 20-round MagPul PMag magazines, folding backup iron sights, a Hogue Monogrip, Picatinny rail sections and rail covers, a six-position stock, a sight-adjustment tool, and a soft-sided carry case. SRP: $2,195. (203-2597843; ruger.com)
Badlands Released as part of the revolutionary 4-X clothing line from Badlands, the EXO rain series brings a dedicated rainsuit to an apparel lineup that is filled with options for all types of hunting. Recognizing the desire for a packable yet durable and functional rainsuit, Badlands developed the EXO jacket and pant to not only repel water better than a seasoned sea otter’s pelt, but also to contain the same 4-X scent containment technology seen in the rest of the clothing line. This was accomplished by utilizing a Dupont Repel DWR-treated polyester outer layer to repel water and oil-based liquids, and a polyurethane laminate midlayer. The outer and inner layers are treated with a Silvador silver treatment in order to neutralize and control odors. In addition, all exit points are equipped with a scent gasketing layer made from coffee and bamboo to absorb and neutralize all odors attempting to escape the garment. Available in Realtree Xtra camo. SRP: $199.95 each. (800-269-1875;
Go to: www.ShotBusiness.com for free info.
badlandspacks.com)
ALPHA-TAC
Alpha-TAC’s ExtremeBeam TAC24 S.W.A.T. high-intensity-mode flashlight features a 340-lumen bulb that can project light as far as 1,300 feet. The key to the TAC24’s brightness is a reflecting cone, machined from high-density bar stock aluminum, that captures nearly all of the light produced by the LED. SRP: $99.95. (877-579-7878; extremebeam.com)
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NEW PRODUCTS
Battenfeld Technologies
The Caldwell DeadShot TreePod provides true benchrest accuracy from any treestand. Instead of relying on a shooting rail or a flimsy branch that only supports the barrel of the gun, hunters can extend their effective shooting range by fully supporting the entire weight of their gun or crossbow with this ultra-stable rest. The innovative multi-bearing swing-arm system provides smooth and stable movement from extreme angles left to right with minimal body movement. Combined with a tension-adjustable up/down tilt function, the rest easily allows for precise alignment across the entire range of possible shooting angles. The upper portion of the rest adjusts in length and balance point to accommodate any gun or crossbow, and rubber overmolded front and rear forks along with a retention strap ensure the firearm is held securely at all times. The universal mounting base consists of two steel plates and a height-adjustable center support shaft that securely attach to almost any treestand platform. The upper rest with swing arm assembly easily detaches from the mounting base for transport. Additional bases are available to allow the rest to be used on multiple stands. Constructed of anodized aluminum and powder-coated steel for maximum stability and durability. SRP: $169.99. (877-5099160; battenfeld.com)
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52❚❚❚SHOT BUSINESS❚❚❚DECEMBER 2013
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LEVER ACTIONS KNOCKING THEM DOWN 132 YEARS RUNNING. Since 1881, American hunters and shooters have trusted one lever gun over all others. We’re honored to be a fixture of this great tradition, and are proud to offer the designs that started it all. Like the big-bore Model 1895SBL, now with a big-loop lever, corrosion-resistant stainless steel finish and laminated hardwood stock. And the Model 336 line, America’s most famous family of deer slayers, bred for superior speed and dependability. Marlin. The strongest, smoothest, most accurate lever actions in the woods.
marlinfirearms.com
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