SHOT Business October/November 2019

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UNDERCOVER SHOPPER: LOOKING FOR A SHOTGUN IN UFO COUNTRY Pg. 22

THE

SELLING TO THE RECREATIONAL SHOOTING MARKET PG. 25

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SHOT BUSINESS EDITOR’S NOTE Recreational shooting is a great recruitment tool for the shooting sports.

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OCT./NOV. 2019 VOLUME 27 ISSUE 6

NEWS BRIEFS Behind the Buckmark; Weatherby’s new home; Leica Sport restructures; Colt’s reimagined King Cobra.

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FYI Defender Outdoors puts the emphasis on fun.

FIRING LINE Nosler’s Liberty rifle has been designed for all-around use.

UNDERCOVER SHOPPER Searching for a 20-gauge upland gun in UFO country.

22 THE FUN FACTOR: PISTOL First, ask questions. Second, listen to the answers. Third, match the product to the intended use. Do that, and everybody (including you) comes away happy. BY TOM MCHALE

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THE FUN FACTOR: CLAY-TARGET SHOTGUNS Breaking clays is all about surprise, delight, and exhilaration. Really. BY PHIL BOURJAILY

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THE FUN FACTOR: RIFLES New rifle shooters need your empathy, not your condescension. BY DAVID E. PETZAL

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WHAT’S SELLING WHERE

GOOD STUFF WileyX shooting glasses have the right stuff—and more.

NEW PRODUCTS LaCrosse Snake Country Dry-Core boots; Smith & Wesson Model 648; Halo Optics laser rangefinder; and more.

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FROM THE COUNTER This gun shop mixes inventory to match customer demographics.

COVER PHOTO BY TIM IRWIN

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RETAILER TOOLBOX Frustrated by your Facebook ads being denied when you thought you did everything right?

The real secret to getting them approved.

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YOU SHOULD KNOW NSSF’s Partner With a Payer initiative builds relationships between the firearms industry and wildlife agencies.

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NSSF UPDATE Project ChildSafe celebrates 20 years; FixNICS legislation approved in Wyoming; and more.

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EDITOR’S NOTE

NSSF

Recreational shooting is a great recruitment tool

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n the Beach Boys’ classic take on “fun,” it was all about cruising around in a T-Bird. You could say the T-Bird equivalent in the shooting sports is found in recreational shooting, be it informal plinking at cans and bottles in a deserted field or something a bit more organized, like a league in which the emphasis is on enjoyment not competition.

I often shoot in various competitions where winning sometimes seems to be a grim, grisly business. I admire the talent and drive of topnotch competitors; they earn their laurels the hard way, through relentless, painstaking practice. But, frankly, there are times when I want a more relaxed approach, and I’ve sometimes

walked off the pistol range without even scoring the target, content to simply put holes in paper.

That approach became the germ for this issue, and the editors of SHOT Business have created a special section devoted to “The Fun Factor” (p. 25). Each of the three articles in this section looks at a specific discipline—pistol, shotgun, and rifle—and tells you how to sell to a recreational shooter—in particular, a new recreational shooter.

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All three articles are chockfull of useful selling tips, but there are two tips that I think stand out above the rest. First, you really need to listen to the customer in order to provide them with the equipment that meets their needs.

Second, you need to understand that all this can be overwhelming for a new shooter. Jargon is not your friend, nor is unmitigated condescension. If you welcome these folks into your store, they will reward you with their loyalty.

And that’s the kind of loyalty you can take to the bank.

I once talked to a retailer who had great success with new shooters. He told me they often came into his store with personal defense on their mind. He had an indoor range where he could acquaint these new shooters with suitable product, and he also had instructors who could teach them how to shoot safely. He always encouraged new shooters to come to the range to practice, and as he watched them gain competence and confidence in their skills, he saw that they began to enjoy shooting, to the point where they often joined recreational leagues.

They also began recruiting their friends. And it all began, he said, by treating them with respect and welcoming them inside.

OCTOBER/NOVEMBER 2019

Slaton L. White, Editor

SLATON L. WHITE, Editor James A. Walsh, Art Director Margaret M. Nussey, Managing Editor David Maccar, Senior Editor David E. Petzal, Shooting Editor Judith Weber, Digital Content Producer CONTRIBUTING EDITORS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Christopher Cogley, Jock Elliott, Shannon Farlow, Tim Irwin, William F. Kendy, Richard Mann, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll Colin Kearns, Editorial Director ADVERTISING: 212-779-5316 Jeff Timm, Vice President, Sales Jeff Roberge, Advertising Director Katie Logan, Advertising Director Amanda Gastelum, Integrated Marketing Director BUSINESS OPERATIONS Tara Bisciello, Financial Director MANUFACTURING Kelly Kramer Weekley, Associate Group Director Keith Coville, Production Manager BONNIER Chairman, Lars Dahmén Chief Executive Officer, Eric Zinczenko Chief Financial Officer, Joachim Jaginder Executive Vice President, Bonnier Media, Gregory D. Gatto Executive Vice President, Bonnier Subscriptions, David Ritchie Chief Digital Revenue Officer, Sean Holzman Senior Vice President, Consumer Products, Elise Contarsy Senior Vice President, Events, Jonathan Moore Senior Vice President, Digital Operations, David Butler Senior Vice President, Managing Director, Corporate Sales, John Graney Vice President, Public Relations, Perri Dorset Vice President, Data Science and Analytics, Mark Crone Vice President, Enterprise Solutions, Shawn Macey General Counsel, Jeremy Thompson Human Resources Director, Kim Putman

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 27, issue 6, Copyright © 2019 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 064702359. 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 SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-6154345, outside the U.S. call 515-237-3697, 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 6364 Harlan, IA 51593.

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TIM IRWIN

Fun, Fun, Fun

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Be the one. Join the +ONE Movement.

Visit nssf.org/plusone.

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Bits & Pieces

Barrett Promotes Sam Shallenberger To President Barrett Firearms Manufacturing, Inc., recently promoted Sam Shallenberger to president. Barrett board member Chris Barrett says, “Sam has had a dramatically positive affect on Barrett’s business results as CFO. I am certain he can lead the business to the next level of success.”

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AWAR D S

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O UT R E AC H

Rafe Nielsen, Browning’s director of marketing and communications, with a mule deer.

5.11 Ramps Up Consumer Channels Felipe Zardo, previously vice president of digital commerce at 5.11, has been appointed senior vice president and general manager of Omni-Channel Retail. In his new position, he will be responsible for operations and strategy around all of 5.11’s direct-to-consumer channels, from ecommerce to retail.

“Felipe knows the 5.11 customer experience inside and out, having worked with sales, retail, operations, and our marketing team to create a customer-centric 5.11 digital experience,” says Francisco Morales, cofounder and chief executive officer of 5.11. “As our network of brick-and-mortar stores expands rapidly, we are excited for Felipe to bring his expertise to all of our direct-to-consumer channels holistically.”

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Behind the Buckmark Protecting Browning’s iconic logo requires passion and dedication By Brad Fitzpatrick

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e should all hope to be as lucky as Rafe Nielsen.

He grew up shooting and hunting with Browning shotguns (the company is located in his home state of Utah), and today Nielsen serves as Browning’s director of marketing and communications. He’s one of the fortunate few who has managed to turn his passion into a profession.

As much as Nielsen enjoys his job, he’s also aware of the responsibility of handling marketing duties for one of the nation’s oldest and most-respected firearms brands. John Moses Browning is more than a legend in the firearms world—he’s the engineering genius behind some of the greatest firearms of all time, including the Winchester 92

and 94, the Browning Hi-Power, and the iconic Colt 1911 handgun, among others. Browning’s signature Buckmark logo represents more than a firearms company—it represents a way of life.

The firearms market has changed a great deal since John Moses Browning was developing repeating arms in the 19th century. In fact, the gun

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NEWS BRIEFS

market changes from year to year.

For companies like Browning to remain relevant, the iconic brand must find a way to celebrate its long history while launching new products that appeal to the next generation of hunters and shooters.

Getting Started Nielsen graduated from Weber State in Ogden with a degree in communications with an emphasis in public relations. His dream was to work at Browning, but his first internship was at Cabela’s in Nebraska.

“While I was at Cabela’s, I worked on the website and as a copywriter,” Nielsen says. “It was a tremendous four months, and I learned a great deal about the industry.”

That internship in Sidney led to Nielsen’s first job as a copywriter for Browning, a position he held for one year before moving into product development, where he would spend the next decade. His experience developing

new products helped prepare Nielsen for his current job in marketing, a position he has held for the last five years.

“I believe that I have the best job in the company, and one of the best in the industry,” Nielsen says. “I wouldn’t want to be doing anything else.” For the kid from Utah who shot his first game animal (a dove) with a Browning shotgun (BSS side-by-side) in the hills not far from the location of the company’s headquarters, it’s truly a dream come true.

Better Products, Stronger Brands “Our product marketing strategy is twofold,” Nielsen says. “First, we focus on the brand, and much of that takes place in our Browning print and social media ads.”

One of the company’s latest marketing campaigns is the Natural Buckmark, ads that use the iconic Buckmark logo made from natural materials (feathers, shell casings, etc.). There are few words, few product images. The brand speaks

to the legion of shooters who instinctively understand what a Buckmark logo made up of upland bird feathers represents. In fact, the Buckmark has become one of the company’s most powerful advertising elements.

“We look at all the Buckmarks in a sporting-goods store,” Nielsen says.

On firearms and ammunition to branded products, the Buckmark logo has become one of the most powerful tools in Nielsen’s arsenal. But with that marketing strength comes a responsibility to protect the brand.

“Browning-licensed products must be items that hunters can use and rely on in the field,” Nielsen says.

Branding aside, Browning products must “speak for themselves,” he says.

That requires Nielsen and the team at Browning to create firearms that appeal to their traditional customer base while maintaining a high level of sophistication and functionality. Indeed, Browning’s catalog lists some very old firearm designs, including the Browning Nielsen says Browning-licensed products must be items that hunters can use and rely on in the field.

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Citori (based on the Super posed of the early 20th century), .22 and .380 ACP versions of the 1911, and other older firearm designs alongside more modern guns like Browning’s flagship X-Bolt rifle and the Cynergy over/under. The company also works to add modern touches to its guns to keep pace with a rapidly changing market.

“We’re always adding new models to keep pace with the current trends,” Nielsen says. Browning’s X-Bolt is an example. In recent years, Browning has increased the number of specialty X-Bolt rifles, such as the new X-Bolt Max Long Range, which is equipped with an adjustable target stock and a fluted, threaded, stainless-steel barrel, as well as other models with carbon-fiber stocks and modern finish options like Cerakote.

The company also recently launched the newest generation of its A5 semi-auto shotgun; though the standard humpback profile remains the same, the internal design elements and machining technology are ultra-modern.

Browning introduces products throughout the year, and these include its successful “SHOT Show Special” guns. These limited-edition guns are displayed at the SHOT Show each year, and they offer Nielsen and the Browning team an opportunity to gauge the market and customer interest, similar to the way automakers display concept cars at major national shows.

“SHOT Show guns give us an opportunity to react to feedback immediately,” Nielsen says. “It also allows us to try stuff that is different and off-the-wall.”

these organizations, Nielsen says that the brands are taking an active role in financing conservation efforts and promoting sport shooting. If you’re going to build a lifestyle brand, you must support the lifestyle.

“We look for organizations that get the message to the right people and put their money in the right places.” (browning.com)

Supporting Those Who Support Us Nielsen is particularly proud that Browning works closely with organizations that support hunting and shooting, including the Scholastic Clay Target Program, Rocky Mountain Elk Foundation, Ducks Unlimited, Pheasants Forever, and the National Wild Turkey Federation. In addition to the marketing benefits of supporting

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Weatherby Opens New Headquarters in Wyoming

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n a warm day last summer, a nearly three-year process progressed to the next phase as Weatherby, Inc., officially opened its new facility in Sheridan, Wyoming. The Grand Opening activities, held on June 13, welcomed more than 5,000 people for a public celebration featuring facility tours, gun raffles supporting local conservation organizations, and an official ribbon-cutting ceremony in true Wyoming fashion with rodeo queens carrying the state and U.S. flag and a Weatherby 18i shotgun salute. The day marked the turning point in the move of the nearly 75-year-old family business from California to the more business-, tax-, and firearms-friendly state of Wyoming.

During the ribbon-cutting ceremony, Wyoming Business Council chief executive officer Shawn Reese read from an email sent by Adam Weatherby just two years, eight months, and six days prior to the opening. The subject line simply stated, “Time to get out of California.”

That email kicked off what became known as the Enterprise Project in order to keep the potential move a secret.

What followed was nearly a year of evaluating locations and working with the office of then-governor Matt Mead, the business council, and eventually the local Sheridan Chamber of Commerce to

come up with economic incentives to make such a big move feasible.

After the details were finalized, Adam and his father, past company president Ed Weatherby, announced their plans during SHOT Show 2018, and commenced the year-long process of building the new headquarters. At 75,000 square feet, the resulting building is nearly twice the size of the California facility and offers 40 percent more capacity for increased manufacturing and product lines. Underneath the manufacturing floor are a 100- and a 300-yard underground rifle range. In addi-

tion, there is a visitors center with photos and memorabilia from the company’s history and Roy Weatherby’s hunts, alongside a custom glass-front gun safe with a selection of some of the more iconic custom Weatherby rifles. There is also a retail shop that showcases every Weatherby firearm for direct purchase, along with other Weatherby products and local artisans’ crafts.

The Weatherby family believes that the move to Wyoming has been in the cards for years; the family had considered the move under Ed’s leadership more than 20 years ago. In addition, during the 2018 Wyoming Governor’s One-Shot Antelope Hunt, Adam and Governor Mead discovered that in 1965, their grandfathers (Roy Weatherby and Mead’s grandfather, who was governor at the time) had also hunted together on the antelope hunt.

However, transitioning such a longstanding business was a risk. Brenda Weatherby, Adam’s wife and the company’s director of people and culture, says only 18 of 70 employees were actually willing and able to make the move.

However, an unanticipated bonus of the move to Sheridan was the quality of the new workforce. Tapping into local talent and reaching out to the shooting sports industry, the company was able to fill the open positions easily.—Jodi Stemler

LEICA SPORT OPTICS USA RESTRUCTURES Leica Sport Optics recently announced changes to its sales and marketing structure for the North American operation.

Moving forward, Leica has shifted sales representation to an internal, employee-based structure.

This direction will allow dealers to have dedicated Leica employees as their primary source of sales support and product information. To further this aim, Leica has hired industry veteran Brian Smith as director of Sport Optics.

In his new role, he will be responsible for all aspects of the Sport

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Optics division for North America.

“I am truly blessed to have been put in the position of heading up such a reputable team,” Smith says. “I look forward to

building upon the solid foundation that has established Leica as a global leader in the sport optics industry.”

In addition, Ryan Trenka joins the team as key accounts manager, responsible for Leica’s key accounts, including NBS and Sports Inc. buying groups. Other appointments include exhibits manager/product specialist John Bedlion, who is responsible for event planning, and national accounts manager Brian Bell, who handles national-level accounts. (leica-sportoptics.com)

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Bright Future With a new tritium license, XS Sights expands its industry capabilities

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S Sights is now installing tritium in its own night sights and offering this service to other OEM partners within the industry. Coupled with its patent-pending Ember glow technology, XS offers the brightest night sights on the market.

Tritium installation services are available for customer-provided parts or turnkey solutions, with multiple tritium options available to meet product design

goals. XS is committed to maintaining a large inventory of tritium, significantly reducing lead time and inventorycarrying costs to its customers.

XS offers an expanded array of manufacturing capabilities, including rapid prototyping, MIM, additive manufacturing, glow technology enhancements, and automated qualitycontrol systems. XS has an on-site CNC machine shop to offer partners

fast production runs with value engineeringdesign assistance. All parts manufactured with the XS Sights logo are covered by a 10-year, noquestions-asked warranty program.

“Obtaining our licensing has been a substantial two-year project for our team,” says co-owner Kellie Brunn. “This licensing allows us to meet our core business objective to be the firstchoice supplier for sights.” (xsights.com)

COLT RELEASES KING COBRA TARGET REVOLVER Colt continues to develop its reimagined family of “snake guns” with the release of the King Cobra Target. Featuring a 4 ¼-inch barrel, an adjustable rear sight, an elevated fiberoptic front sight, and custom wood medallion grips, this revolver was engineered to adapt the powerful .357 Magnum King Cobra to the competitive range. The new King Cobra Target is available through the Colt dealer network. SRP: $999.

Forged from American stainless steel, the six-round, double-action revolver is the third model in the modern King Cobra series. Colt reintroduced the King Cobra .357 in January 2019, followed by the King Cobra Carry in May. Colt’s snake guns are popular for defense

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and target shooting. They are also popular with collectors.

“After releasing the King Cobra earlier this year, we received a flood of requests for a 4-inch model with adjustable sights,” says Justin Baldini, Colt’s marketing director. “Our customers are excited to bring their Colts to the range, and the King Cobra Target is engineered for accurate and enjoyable shooting. The longer barrel and custom wood grips also just look fantastic.” (colt.com)

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S&W Introduces New Version of the M&P M2.0

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mith & Wesson Inc. has introduced a new version of its award-winning M&P M2.0 Compact pistol featuring the popular Flat Dark Earth (FDE) finish. The newest in a series of additions to the M2.0 platform, the M&P9 M2.0 Compact 4-inch pistols in Flat Dark Earth feature a Cerakote FDE slide, a polymer FDE frame, and the enhanced M2.0 feature set. The Compact pistol is purposebuilt for both personal and professional use.

Available with or without an ambidextrous thumb safety, the 9mm pistol

Good Words

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hether in his former life as a business owner (and later as a small-business advice author and speaker) or in his current role as vice president of marketing at Armament Systems and Procedures, the advice that Michael Hess has given to employees has always been the same: Make people happy and pretty much everything else takes care of itself. His words of wisdom found below also apply to shooting sports retailers.

Two comedians can tell the same joke, with the same timing, and one will have people rolling in the aisles while the other will get blank stares and an awkward golf clap. The joke itself may not even be funny, but the difference often comes down to a single word choice. The same can be said for customer service—the delivery often determines the reaction.

I’d like to focus here on what I call “positive trigger” words. These are words that convey the same messages but yield completely different results. Whether it’s good news, bad news, or simply passing on information, your choice of words has a signifi-

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cant effect on the way the customer hears what you are saying, and, consequently, the way they feel about it.

The goal, of course, is to make the customer as happy as possible with the service experience, even if the outcome isn’t exactly what they had hoped for. It is, in fact, possible for a customer to have a positive feeling about a company even if they don’t get what they want. And that is where words make a big difference.

For instance: People respond positively to words that are active rather than passive.

There is a world of difference between “I can” and “I will.”

Words of genuine compassion and empathy suggest

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series delivers an aggressively textured grip, four interchangeable palmswell grip inserts, and a light, crisp, M2.0 trigger with a tactile and audible reset. The M&P9 M2.0 Compact 4-inch pistol comes standard with a white-dot front sight, a white two-dot rear sight, and a capacity of 15+1 rounds. It ships with two magazines, including two magazine extender sleeves for use with fullsize magazines, as well as a limited warranty and lifetime service policy.

SRP: $569. (smith-wesson.com)

that you are not just carrying the company line or reading from a memo. Delivering those words in a cheerful, upbeat, and, most importantly, natural manner (appropriate to the circumstances, of course) suggests one human being’s desire to help another, not just an equivocal, noncommittal suggestion that something “may” be possible.

Here, then, in no particular order, are six active, enthusiastic, mood-altering, wonderfully human words that will dramatically change the way customers react to your conversations, emails, and text chats. They are ridiculously simple yet potent tweaks to the normally gray, predictably mundane language of customer service. The six words are: Delighted. Absolutely.

Pleasure. Happy. Sorry. Yes. Think of the passive catchall, “Let me see what I can do,” which sets the customer’s expectations somewhere between low and zero. But change that to “I’d be delighted to help,” and the customer will be—I guarantee—smiling on the other end of the phone or across the counter, confident that you’re actually interested in helping them. This also makes them much more

receptive to whatever you have to say.

Note that this only works if the word (or words) is genuine, not forced or scripted. It presumes a good attitude and the desire and authority to help people. Contrived speech is always obvious, so don’t over-pepper (as in the way so many reps cloyingly insert your name in every sentence).

Speak as a normal person, with a smile and a wish to please, and these “good words” will work wonders.

Customers have been beaten into assuming they’ll always get mediocre to horrible service (a quick read of Undercover Shopper proves this), and they are defensive before anyone even answers the phone. When they call, email, or chat online with a company representative, they expect boilerplate and robotic, soulless responses in the standard, dehumanized voice of the typical customer service interaction.

Break that predictable pattern with the thoughtful use of the positive trigger words I mentioned earlier and you’ll change the entire tone of a customer interaction— and this goes double with face-to-face interactions for the customers in your store.

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gary ’ s guns , muskegon , michigan

Mixing Inventory to Match Customer Demographics Staying flexible on pricing and stock is the key

S

itting just a few miles from downtown Muskegon, Gary’s Guns is located on the outskirts of town on Route 46. With 1,500 square feet, the store has more than 500 firearms in stock, as well as a mix of hunting, home-defense, and reloading inventory.

The shop keeps the two owners—Gary Foster and his wife, Peggy—as well as two part-time employees busy throughout the year. The firearms inventory is a mix of bolt guns, MSRs, and popular handguns and shotguns, along with a strong inventory of used guns, all of which suit the needs of the shop’s wide range of customers, which includes hunters, families, and the local populace seeking self-defense firearms.

COMING TO THE GUN BUSINESS

Like many gun store owners, Gary Foster started selling at shows as a hobbyist and collector. When a piece

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of property came up for sale just outside of Muskegon, he moved in and started his dream business. It has been a little more than 20 years since this retailer’s inception, and saying the seasons have changed is an understatement.

“Our industry has certainly evolved in the last two decades, and so have our customers. While deer season is still considered an honorary state holiday, it’s not nearly the customer rush it once was,” Foster says.

Additional changes include an historic surge in the handgun business in the last decade, and the evolution of MSRs in the hands of every-

day shooters. “Like many people in the gun business, I don’t shoot as much as I once did. Today, I work to stay ahead of trends and pricing to keep my store profitable,” says Foster.

SANDING THE OXIDATION OFF THE RUST BELT ➤ Like many medium-size Midwest towns, Muskegon and the surrounding area has a new patina. Today, the job market is tied to big-box retail stores, and health and general services industries.

The needs of hunters, shooters, and home-defense patrons have added variety to the store’s collections, and the handgun counter drives

Foster’s summer business.

“Our 2019 summer handgun traffic is really strong this season. Our customers either want the least expensive or the best. The numbers we turn on SCCY pistols and Colt 1911s are about the same,” Foster says.

Foster attributes the price sensitivity to the local market demographics. His customers skew to the ends of the income continuum, from executives to those in basic retail jobs. “Our high-paying factory jobs have just about all packed up and left. There are a few small, well-paying manufacturers, but not many,” he says.

With an influx of lower-

Used guns are a staple at Gary’s Guns. But the owners have learned that pricing is a key part in closing a sale. Sometimes a difference of only $10 can make—or break—the sale.

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by author here

and middle-income customers, Foster has learned that pricing is critical to keeping traffic moving. There is an absolute magic number: In the late 1990s, it was $100; today, it’s $200—occasionally edging $300.

“The store must have a pistol that comes in at around $200. A $10 difference can block a sale from closing. For example, our scope sales are through the roof because of Leupold’s new Freedom line,” Foster says.

Foster adds that MSRs are finally tempting the last few holdouts: “Customers who have never really been interested in them are making comments like, ‘Okay, for $475, I have to own one of these.”

Magic numbers also apply to cases of ammo.

“As long as we sell 9mm for $200 a case and .556 at over $300, there seems to be a steady stream of first-time case buyers,” he says.

USED GUNS MAKE THE DAY ➤ It’s no secret that used guns are profitable. The used-gun counter has been a

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stronghold since Gary’s Guns opened. Yet, in the last three years, Foster has seen some changes in this market.

“The first big change is with traditional hunting guns. It’s harder to tell what will bring a high price. We simply try to keep the listed price reasonable. The goal is for the store to earn a solid 20 percent,” Foster says.

Foster says one of the most significant changes has been toward selling moderately priced used SIGs and Glocks. “It’s really hard for us to sell a new handgun in the upper $400 to upper $600 range. However, if I put a ‘used’ sticker on it for $299 to $375, it’s gone in a couple of days. I swear I could sell a new handgun for near retail price if I would just mark it used,” he says with a laugh.

LESSONS LEARNED FROM THE COUNTER ➤ You don’t have to be in the northern Midwest to recognize that many stores have experienced customer upheaval in their demographics. This retailer understands what his customer

base wants and needs. He is realistic about always having something in the store that’s new or used and affordable.

Making adjustments to fit the needs of a changing customer base is a realistic way to keep traffic and profits intact. To move your sales to the next level, you need to find your customers’ magic number. ➤ This retailer is playing the long game. He anticipates price-sensitive customers will want to trade up later. This long-term focus meshes well with strong product knowledge from in-store experts.

Although it’s always changing, this retailer is confident about the industry’s future. ➤ It’s not just about the sale—at times, it’s about building store traffic. One sound strategy is to foster the needs of less-experienced shooters by providing access to the sport with value-added products. This, in turn, produces more active sporting shooters and fosters loyalty. ➤ This retailer has learned one way to move the profit needle is by tapping into customers’ perceived value.

by peter b .

UPDATE

mathiesen

Gary’s Guns has found that promoting middle- and highpriced used firearms at a half-price sales point is a stronger sales motivator for his customers than selling a new gun.

From the Counter is NSSF’s timely industry perspective provided by firearms retailers across the country. Our goal is to identify and highlight innovative market strategies to help retailers compete more successfully. Lessons learned will be drawn from an array of regions with diverse market economies.

This month we focus on a small, family-owned independent retailer in western Michigan, 100 miles north of the Indiana state line.

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RETAILER T OOLBOX

by karrie christen

about that safety course. This web page should deliver the sales message and give the visitor a way to sign up for that class. Keep it simple, keep your contact info at the center bottom of your landing page, and don’t link to your website.

Ad Denied?

The real secret to getting your ads approved

by Facebook

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very month I set time aside to speak with NSSF retail and range members so I can learn more about their businesses, help with any marketing struggles they may be having, and better understand how to help members by writing articles such as this. The most common question I get during these conversations is: “Why have my Facebook ads been denied? I thought I did everything right!”

Facebook’s current ad rules state, “Ads must not promote the sale or use of weapons, ammunition, or explosives.

This includes ads for weapon modification accessories.” However, you are allowed to promote blogs or groups that connect people with firearms-related interests (though those blogs and groups must not lead to the sale of Facebook’s “prohibited items”), safety courses for firearms training or licenses, and books and videos about firearms safety.

There are several other considerations. The following may be advertised only to an audience 18 years old or over: • MOUNTED FLASHLIGHTS FOR FIREARMS • SCOPES AND SIGHTS FOR FIREARMS • HUNTING, SELF-DEFENSE, AND MILITARY CLOTHING, AND GEAR SUCH AS TARGETS AND CLAY THROWERS • HOLSTERS AND BELT ACCESSORIES • GUN SAFES, MOUNTS (INCLUDING BIPODS), GUN CASES, AND SLINGS • EQUIPMENT AND PROTECTIVE CLOTHING (INCLUDING BULLET-RESISTANT VESTS) • PAINT, COATINGS, OR WRAPS FOR FIREARMS AND MAGAZINES

Let’s say you’re advertising a safety

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class through Facebook, which is allowed, and yet your ad is still denied.

This happens a lot, so let’s talk about the reasons for this and how to fix it.

1

YOUR AD IS STILL PROMOTING THE USE OF FIREARMS

➤ The No. 1 reason I see Facebook ads denied for firearms-industry members is that they send the ad traffic from those ads directly to their website. The problem with that is that those websites promote the use and purchase of firearms or ammunition.

This is easily fixed by sending your Facebook ad traffic for that safety class to a separate and standalone web page.

This “landing page” is a single-page website whose only purpose is the same as the purpose of your Facebook ad. It cannot contain navigation links to all your website pages.

While you’re at it, it’s a smart idea to buy an additional domain name for your landing pages that relates to your business but doesn’t mention firearms. For example, if the ad is for a safety course, then your landing page should be only

2

IT’S ALL ABOUT YOUR IMAGES

3

YOUR LINKED FACEBOOK BUSINESS PAGE DOESN’T FOLLOW THE RULES

➤ The second-most-common reason Facebook ads are denied is because of an image or video. If the image can be considered either violent or a promotion for a Facebook-prohibited item, then your ad will be denied. This includes someone appearing to brandish a firearm and a perceived “act of violence” even if the subject matter is about self-protection.

With such restrictions, you’ll need to get creative in your messaging. Such an ad—without a firearm in the image— could be a photo of a woman holding a sign that says, “Want to Be Safe?

Take a Class.”

The page linked to your ads should follow all the business page rules relating to Facebook’s community standards and regulated goods. There is absolutely nothing wrong with a retail FFL or range having a business page on Facebook, but it should not post content that “attempts to sell, gift, exchange, or transfer firearms, firearms parts, ammunition, or explosives” or “promote the sale or use of weapons, ammunition, or explosives.” Facebook’s Community Standards for Regulated Goods details this more fully, but what it basically means is don’t talk about price, don’t ask people to buy, and don’t include your business’ contact info in any individual posts. ➤

STILL DENIED? YOU HAVE OPTIONS

If your ad is denied but you feel that you have followed all of Facebook’s ad rules, you have the right to ask for a manual review through your Facebook Business Manager account. In your request, make it clear that you know its rules and that you followed all of them.

Outline this if necessary: “This is Rule ‘A’ and nothing in my ad violates that.’ Then ask that Facebook review the ad and approve it.

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by jim curcuruto , nssf director , research and market development

YOU SHOULD KNOW

NSSF’s “Partner with a Payer” This initiative builds relationships between the firearms industry and wildlife agencies

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he National Shooting Sports Foundation’s mission to promote, protect, and preserve hunting and the shooting sports matches up nicely with many other organizations that share the belief that getting folks hunting and target shooting is a good thing.

NSSF has a long history of working with organizations such as the United States Fish and Wildlife Service (USFWS), the Association of Fish and Wildlife Agencies (AFWA), and state wildlife agencies to communicate the many benefits of these outdoor activities. Spending time outdoors, connecting with nature, and harvesting local, organic, and sustainable protein are a few key benefits, but an oftenoverlooked, and certainly under-communicated, benefit is the impact that excise taxes on firearms and ammunition have on conservation and wildlife populations.

Many in the industry, and the vast majority of the general population, are unaware that more than $3.5 billion in excise taxes have been paid by manufacturers of firearms and ammunition in just the past five years. These billions of dollars support a large percentage of state wildlife agency budgets, allowing those agencies to conduct wildlife-restoration and habitat-improvement projects, train tomorrow’s hunters, and develop and maintain public shooting facilities.

Tom Decker, wildlife biologist at USFWS, notes, “The industry and agencies have been working toward similar goals for the past 80 years, but, for the most part, we’ve been working independently.”

To bridge that gap and combine efforts toward achieving common goals, USFWS, state wildlife agencies, and NSSF worked together to pilot an initiative entitled “Partner with a Payer.”

The premise is to connect excise-tax-paying manufacturers with their local wildlife agencies to share what each other does. Since the pilot event in 2016, there have been 15 Partner with a Payer events that have included staff from

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Smith & Wesson, Thompson/ Center, Colt’s Manufacturing, and Mossberg, among others, who have gone afield with staff from wildlife agencies in Connecticut, Massachusetts, Vermont, and Maryland.

These “field days” offer manufacturers the chance to see firsthand how excise-tax dollars are spent on conservation projects.

One such field day took place during the spring of 2019, when Rick Jacobson, chief of fisheries, forestry, and wildlife with the Connecticut Department of Energy and Environmental Protection (CT DEEP), and a team of biologists hosted staff from Colt’s Manufacturing to conduct research on black bears in the state. The field day consisted of tracking down a collared sow in her den, tranquilizing her, taking her vitals, and checking the health of her three cubs.

Information collected from hundreds of these studies allows CT DEEP to better

understand the health and reproductive status of the Connecticut black bear population. The data shows a very healthy population that could sustain a controlled hunting season; legislation has since been introduced for such a season. Jacobson notes, “Funding for this research comes almost exclusively from excise taxes. This important funding source allows us to better manage wildlife populations, conduct habitat improvement, and conserve Connecticut’s vast natural resources.”

Paul Spitale, senior vice president of commercial business at Colt’s Manufacturing, states, “Working in this industry allows for a lot of great experiences, but getting out in the field and seeing firsthand how excise taxes are put to use toward conservation is a day my staff and I will never forget. We are very proud to be a part of this cycle in conservation, and appreciate the hard work done by wildlife

agencies. I can highly recommend other manufacturers get on board with such Partner with a Payer events.”

In addition to field days, manufacturers such as Mossberg, Smith & Wesson, and Colt’s Manufacturing have rolled out the red carpet and invited staff from state and federal wildlife agencies to tour their facilities. In July 2019, Colt’s Manufacturing hosted a dozen staff from USFWS, AFWA, CT DEEP, and NSSF to learn how those excise-tax products are produced.

Paul Rauch, assistant director of the USFWS Wildlife and Sport Fish Restoration Program, notes, “The tour of Colt’s facility was an eye-opening experience. It was interesting to learn about the technology, skill, craft, and experience that goes into manufacturing firearms, and great to see the pride taken by American workers in creating these products.”

USFWS and NSSF, along with state wildlife agencies, have developed plans to scale Partner with a Payer on a national level. A national task force has been created that includes USFWS regional staff to assist with the logistics of field days and factory tours. Excise-tax-paying manufacturers and state wildlife agencies interested in participating in a Partner with a Payer field day or factory tour can contact Tom Decker at Thomas_decker@fws.gov or Jim Curcuruto at jcurcuruto@nssf.org.

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UPD ATE

BY AUTHOR HERE

Project ChildSafe Celebrates 20 Years

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his year marks the 20th anniversary of NSSF’s Project ChildSafe program, which has increased awareness of safe firearms handling and storage practices among mil­ lions of gun owners, helped reduce accidental firearms deaths to historic lows, and become an indispensable firearms­safety education resource for partners in every state and the U.S. territories.

“The No. 1 objective of Project ChildSafe has always been saving lives by urging gun owners to store their firearms responsibly when not in use, and giving them the tools to do it,” says NSSF CEO Steve Sanetti.

Those tools include educa­ tional materials and more than 38 million free gun locks that have been distributed by a network of thousands of

partners from law enforce­ ment, fish and wildlife agen­ cies, conservation groups, firearms retailers, gun ranges, the faith community, tribal organizations, Boy Scouts of America chapters, 4­H, and other groups nationwide.

Project ChildSafe has made a meaningful impact on safety nationwide. Annual reports from the National Safety Council show fatal firearms accidents are trending toward the lowest numbers since data collection began, and recent reports from the Centers for Disease Control and Prevention show fatal fire­ arms accidents represent less than half of a percent of all accidental deaths in the U.S. Further evidence of the program’s value can be mea­ sured in the ongoing demand for the gun locks, which cur­ rently outpaces supply by

almost five to one. Equally compelling are the qualita­ tive assessments from the National Safety Council, GAO, and RAND. In a 2017 report, the GAO concluded that providing free locking devices positively influenced behavior to store firearms more safely. In 2018, Project ChildSafe was named a finalist for the National Safety Council’s Green Cross for Safety Awards, in the cate­ gory “Excellence in Safety.”

And in 2019, the RAND Corporation (conducting research for the National Institute of Justice) noted that Project ChildSafe is the only

program that offers freely available gun locks at a national level, and in the con­ text of the GAO findings, concluded that Project ChildSafe is a “noteworthy component of national efforts to improve safe storage.”

Joe Bartozzi, who became NSSF’s President in 2018, says these results are a good start and certainly not the end of the Project ChildSafe story.

“While we can look back proudly on 20 years of tre­ mendous results, we’re also looking to the future and ensuring that the number of accidental firearms deaths keeps declining and that responsible storage is synon­ ymous with gun owner­ ship,” Bartozzi says. “I’ve always been a huge support­ er of Project ChildSafe and look forward to continuing that work.”

NSSF CONGRATULATES 2019 PATRON MEMBERSHIP SCHOLARSHIP WINNERS NSSF recently announced the winners of its 2019 Patron Member Scholarship Contest (formerly Voting Member Scholarship Contest). The annual competition is open to Patron company members, their employees, and family members, with a total of $60,000 in college costs awards divided among 25 winners. This year’s contest drew entries from more than 75 rising and current college and university students.

Students had a choice of three trending topics on which to provide an essay: 1. If you could identify and use one method for generating new interest in the shooting sports or hunting among the general public, what would it be?

2. What makes a good mentor, and why are mentors important for a good introduction to shooting, hunting, and firearms safety?

3. Concerning maintaining Second Amendment rights, why is it important

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to vote in non-presidential elections?

This year’s Grand Prize winner and recipient of $8,000 is Sean Anthony, whose father, Richard, works for Winchester, LLC–Olin Corp. The younger Mr. Anthony, who is a senior attending the University of Akron, selected the topic on mentoring.

First place and $5,000 was awarded to Michigan State University student Madelynne O’Callaghan, whose mother, Christin, is also employed by Winchester, LLC–Olin Corp, while second place and

$3,000 was awarded to Aeden Galles, who attends Eastern Washington University and whose father, Donald, works for Vista Outdoor, Inc. Both Ms. O’Callaghan and Mr. Galles selected the topic regarding the importance of voting in non-presidential elections for their essays. Twenty-two other university and college students received the remaining prize money, each receiving $2,000.

“We are extremely proud of all of this year’s essay winners,” says Samantha Hughes, NSSF Manager, Member Services. “All demonstrated a firm grasp of the issues affecting the industry in which their parents work, as well as the larger picture of the place firearms have in today’s society. We wish them the best of success in their studies and look forward to every contest participant carrying on our mission of promoting, protecting, and preserving hunting and the shooting sports.”

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by author here

UPDATE

NEW YORK ENACTS MORE GUN CONTROL

FIXNICS ON THE MOVE IN WYOMING

W

yoming’s Joint Judiciary Interim Committee approved pro­ posed FixNICS legislation that would mandate the state to share mentally dis­ qualifying records with the FBI to ensure those prohib­ ited from possessing fire­ arms are flagged in the National Instant Criminal Background Check System (NICS). NSSF’s Nephi Cole, Director, Government Relations–State Affairs,

worked with the legislature to propose language man­ dating that a court hearing for a petition to reinstate gun rights would remain pri­ vate. “If we’re going to run a background check on you, our dealers want it to work,” Cole told reporters.

“That, to us, is what this is about.” The legislation has the support of the Wyoming Association of Sheriffs and Chiefs of Police. NSSF will continue to update with developments.

FLORIDA GUN LAW PREEMPTION FINES STRUCK DOWN A Florida judge struck down a state law that would have fined municipalities $5,000 for enacting local firearms ordinances that would preempt state gun laws. The judge did, however, uphold the heart of the law in that the state legislature is the final authority on setting state laws with regard to firearms, and local municipalities don’t have the authority to supersede those laws. The law has been in effect since 2011, and no municipal leader or entity has received the fine. Gov. Ron DeSantis (R-Fla.), a defendant in the lawsuit, is expected to appeal. Florida’s Attorney General’s Office is also a defendant.

Democratic Governor Andrew Cuomo signed more gun control laws that will extend the waiting period for NICS background checks that enter a “delayed” status from 3 days to 30 days. That bill was aimed at the so-called “Charleston Loophole,” Hillary Clinton’s critical and erroneous dubbing of that three days in the wake of the church murders in that South Carolina city in 2016. Ninety-one percent of the National Instant Background Check System (NICS) background checks are completed immediately. Eighty-eight percent of those unresolved checks are completed within three business days, and 94 percent are completed in 10 business days. Just 2 percent of NICS checks are never resolved. Other laws signed by Gov. Cuomo include bans on so-called “ghost guns” and 3D-printed and undetectable guns, even though the latter is already regulated by the Undetectable Firearms Act of 1988. Governor Cuomo also signed a state law banning bump stocks, despite ownership having already been banned by the ATF earlier this year, and he signed a mandatory firearms storage law in which gun owners face three years in prison and a $1,000 fine for violations.

SAN DIEGO RATIFIES GUN STORAGE ORDINANCE

S

an Diegans will be required to store guns in their home in California Department of Justice–approved locked stor­ age containers or dis­ assembled after the city council ratified the Safe Storage of Firearms Ordinance in a 7­2 vote, making it veto­proof. San Diego police will enforce the

measure if they discover an unsecured gun during a home visit for any reason.

NSSF strongly encourages all firearms owners to research and choose safe storage options that best meet their needs. Mandatory storage laws like these, how­ ever, put firearms beyond reach when they might be needed for self­defense.

©2019 National Shooting Sports Foundation, Inc. All rights reserved. SHOT BUSINESS®, SHOT SHOW®, and all other trade names, trademarks, and services marks, registered and unregistered, of the National Shooting Sport 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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FYI

BY ROBERT F . STAEGER

treated the same way. There’s immediately less pressure.”

Defender Outdoors keeps a display of the most popular firearms, with the firing pins removed, tethered to a table. That way, customers can check them out for themselves, without having to ask permission. “They can see, feel, squeeze the trigger, run the slide,” says James.

Salespeople are nearby if they have questions.

Defender Outdoors has achieved success by emphasizing fun.

Range Ready

All Smiles Defender Outdoors built its top range business model by aiming to entertain

A

t its simplest, golf is a game with one basic skill: hitting a ball into a distant hole. But consider the business TopGolf has built upon that skill, inviting golf enthusiasts and newcomers into an environment with a driving range, a dozen different simulation games, and a perpetually hopping party lounge.

Now imagine that same atmosphere, but with guns.

You’re picturing Defender Outdoors, a 43,000-squarefoot, one-stop-shop shooting complex in Fort Worth, Texas. Since opening its doors in 2013, Defender has welcomed shooters new and old, including foreign travelers looking for a Second Amendment–powered thrill and even celebs like Kanye West. Keeping the party going is Defender Outdoors president Will James, who sets the complex’s sights squarely on entertainment.

“We don’t ever want to sell fear,” says James. “We’re selling fun.” And while that fun can include firing off practice rounds at the range, it also encompasses a 3,000-squarefoot simunition shoothouse, with modular walls that can be arranged to create any environment, paired with

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colorful lighting effects and immersive soundscapes.

Customers can charge through a 007-style run-andgun adventure or a horrortinged Halloween shoot-theclown experience.

Defender Outdoors hosts corporate events, bachelor and bachelorette parties, and even gender reveals, with special targets set to explode in pink or blue powder. Afterward, everyone can relax in the lounge. “We also host ladies’ shoot-and-sips,” says James, noting “the order of those two things is super important.”

Another blast of entertainment comes from Full Auto Friday, where visitors get a chance to fire a burst of 25 rounds for 10 bucks.

“Typically it’s a gun that they’ve seen in a movie somewhere,” says James. “They get to take a video of it, post it on their Instagram. You’ll

OCTOBER/NOVEMBER 2019

never see bigger smiles.”

Despite the party atmosphere, Defender Outdoors takes safety seriously. “Safety officers are on the range at all times. They’re not behind glass or in another room— they’re walking behind you, so if you need help, they’re right there. But if somebody leaves without a smile on their face, we haven’t accomplished our goal.”

Beyond the focus on entertainment, what advice does James have?

No-Stress Shopping James suggests thinking of Millennials when setting up your retail floor. They’re a cohort that likes to do their research and price comparisons before shopping in person. “Our salespeople are not on commission,” he adds.

“Whether you buy 10 items from us or none, you’re

Having a laser-based system also lets you ramp up a new shooter’s comfort level before they begin using live ammunition, which can be intimidating. “You can get a grip, trigger stance, sight picture—all of those things in alignment—and get them shooting something similar to a real gun,” says James.

“By the time they get on the range, we want them super comfortable with the function of a firearm—how they’re going to hold it, how they’re going to stand, how they’re going to load and unload it,” says James. “And then, ultimately, they’ll achieve their objective, which is to hit what they’re aiming at. And those people are typically going to come back.”

Central Layout Give a lot of thought to where you need employees.

“Our employees are our most important asset, but they’re also our most costly one.

Really think about where employees will be, and how many you need,” says James.

Having a retail floor in a central area, with all the check-in and check-out hubs in a circle around it, means employees can shift around to deal with a rush. “If they’re centralized, it takes less to do more.” (defenderoutdoors.com)

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BY ARAM VAN BENEDIKT

FIRING LI NE

An All-Around Rifle The Nosler Liberty is a well-made rifle suitable for hunting big game, ringing steel at long range, or shooting predators and prairie dogs

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uilt around Nosler’s respected Model 48 push-feed action, the Liberty rifle boasts all the attributes necessary for a solid, dependable, high-performance rifle. A familyowned business located in Bend, Oregon, Nosler has been building top-quality bullets since 1948. Best known for its legendary Partition, Ballistic Tip, and AccuBond projectiles, the company added quality production rifles with custom features to the lineup in 2005. The Liberty was added in 2016.

When I opened the box, I could readily see that the rifle was a solid product. The graphite Cerakote finish is smooth and consistent, and the gray stock sports a black spiderweb pattern and a hard but grippy orange-peel surface. A 1-inch Decelerator recoil pad rounds out the classically styled cheekpiece and buttstock. Sling-swivel studs are located fore and aft on the stock, and the barrel is fully free-floated. The rifle balances well, with weight tending just a bit toward the muzzle—likely due to the magnum-weight barrel that wraps around a .284-inchdiameter bore.

In essence, the Liberty rifle

is a simple design, one that features the bells and whistles necessary in a good hunting rifle and no more. Nothing wrong with that.

The safety is two-position, and a small button on the port side of the push-feed action releases the bolt. A nice aluminum floor plate drops with the push of a button located at the front of the trigger-guard bow, releasing any ammo contained within the magazine.

The action accepts any twopiece Remington-type scope base. A Timney trigger rounds out the package.

Rifle weight varies from 6.5 to 7.65 pounds—it’s not overly heavy, but it’s certain-

ly not a rifle for hunting sheep in mountainous country, either—and barrel length is 24 or 26 inches, depending on caliber. In fact, the rifle is available in at least 21 different chamberings, ranging from the .22 Nosler and .22/250 Rem. up to the .338 Win. Mag. and .33 Nosler.

Indeed, should your customers wish to purchase a new rifle with which to hunt anything from prairie dogs in the Dakotas to brown bears in Alaska, this long gun can be chambered to fit the bill.

And with stainless-steel Cerakoted metalwork and a

Built around Nosler’s Model 48 push-feed action, the Liberty is a solid, dependable, high-performance rifle.

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lightweight aramidreinforced composite stock, the rifle is weather-worthy and abuse resistant, so it qualifies for service anywhere from Africa to Alaska.

My rifle is chambered in .280 Ackley Improved, one of my favorite all-around cartridges for Western big-game hunting and longrange shooting.

Magazine capacity is listed as four. Bolt lift was slightly rough at first, but as is typical with new rifles, it became smoother with use. I adjusted the Timney trigger to break consistently at 2 pounds 10 ounces.

To check accuracy, I gathered up factory loads along with some handloads and headed to the range. I set up a target at 100 yards and proceeded to shoot my first group with Hornady 162grain ELD-X Precision Hunter ammo.

To my surprise, the rifle shot a tiny group right out of the box. I thought the group was a fluke, so I shot another. The second group was equally small, and the third was also extravagantly good. My other ammo shot well too, but by this time the gun’s fate had been sealed. This rifle is a keeper.

SRP: $1,935. (nosler.com)

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UNDERCOVER SHOPPER

STORE A

NOT EVEN PROBED ➤ This Main Street shop with an adobo front was clean and stocked about 100 long guns and 100 handguns. There were three salespeople at the U-shaped counter talking to a family and some other folks. The conversation was obviously political. I was not greeted but I did establish eye contact with two of the salesmen, though it did me little good. I walked the entire length of the store twice, including the four or five aisles. I was never asked if I could be helped.

After about 10 minutes, I left.

STORE B

THE BUNKER ➤ This

shop was a cinderblock building from the 1960s, with a WWII half-track on display in the parking lot. Inside, the dark, dirty place was filled with aisles of army surplus military gear and smelled of mothballs and diesel. When I walked in, a few men huddled around a propane heater stopped talking and looked at me.

After a couple of awkward beats, they all laughed and offered a warm welcome and we talked.

The owner identified himself, and after I told him what I was looking for, he said he had only one gun to show me.

After navigating the aisles of gear, we came to a lone, well-used Browning BPS 12-gauge that sported a remarkably low price. After I said I wasn’t interested, he invited me to wander through the store.

STORE C

THE BLACK MAILBOX Though my GPS had some difficulty actually locating it, I found this shop within a mile of stores A and D. The building’s large parking lot was a plus.

Inside were high ceilings looming above walls decorated with animal mounts.

The store was about half filled with merchandise, and behind the counter were fewer than 75 guns total. I did not see a single shotgun.

A man emerged from the office, warmly greeted me, and asked what I was looking for. After I told him, he replied that he had nothing and then apologized quickly, saying he would order anything I wanted and promised delivery within two days. I politely declined, we talked about my difficulties

Hunting for a Shotgun in UFO Country Seeking out a 20-gauge upland gun in the shops of Roswell, New Mexico

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t was a sunny, cool January afternoon when I passed the International UFO Museum and Research Center on Main Street in Roswell, New Mexico, on the hunt for an upland 20-gauge shotgun. My story was simple: I was looking to retire my 22-gauge autoloader and add a 20 to my gun safe for quail hunting. I wasn’t sure what to get, and would be happy to purchase one new or used.

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PIXEL PUSHERS

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finding the place with GPS, and I left.

STORE D

FINALLY, A CLOSE ENCOUNTER This larger retailer had about five employees working the well-lit, organized floor that housed an impressive inventory of guns and accessories. I got

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the attention of a salesperson and explained what I wanted. He asked what guns I owned, and if recoil and weight were my primary concerns.

I handled a Stoeger M3020 20-gauge semi-auto, a used 1970s Spanish side-byside, and an ATI Cavalry over/under.

The salesman watched me and gauged

my reaction to each gun. We eventually settled on the ATI. As we were discussing price, he interrupted: “Have you ever considered a 28?” He handed me a Remington 870 Express 28-gauge and smiled. He could sense I liked the feel of the gun. We agreed this would meet my upland needs.

How’d They Do? Customer Service

Product Knowledge

Product Availability

No Stars The store sales STORE staff was not the least bit inviting— this retailer was not friendly. It’s hard to justify the fact that not one of the salespeople asked me if I needed help.

No Stars Impossible to determine, due to a lack of engagement.

�� There were four or five shotguns on display that could have been possibilities. I’ll give them two stars for that.

���� This was a weird, fun, old-school, dirty, poorly lit gun shop that resulted in a good experience, though they couldn’t help me with the shotgun I needed.

��� The clerk understood my desire for a lighter gun, and seemed knowledgeable about the only gun he had in stock.

� One gun, one star. He was willing to make a couple of calls for some used shotguns if I would check back with him in a few days.

However, he did have a big spear for sale—and germwarfare equipment.

����� STORE This is the kind of general shooting and hunting gun store I love to see. The owner was friendly and proactive, yet he knew not to be pushy.

���1/2 The staff understood what I wanted, its use, and the options available to me, from an over/under to a pump gun.

� On this day, the scope of products was poor. However, it was just after a large sale.

There was a clear understanding that the owner would happily order anything I wanted.

����1/2 This store was STORE friendly and the salesman wanted me to purchase a gun. Plus, he could sense what I might enjoy shooting and asked the right questions.

����� The salesman quickly took me to the right guns, expanded on performance benefits, and also concentrated on fit and comfort. In the end, he knew better than I that what I really wanted was a 28-gauge.

����1/2 The best in town. This store carried nearly 20 new, and six or so used, possibilities.

A

STORE

B

C

D

SCORING SYSTEM:

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Outstanding: �����

Very Good: ����

Average: ���

Winner: STORE

D

While there was effort put forward from stores B and C, those two retailers came up painfully short in inventory. Store A had their own ideas about who they wanted for a customer. But it was Store D that offered a significant number of choices with the right knowledge to score a win.

Zia Gun Shop 1907 North Main Street Roswell, NM 88201 575-622-0023

Fair: ��

OCTOBER/NOVEMBER 2019

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JANUARY 21–24, 2020

SANDS EXPO CENTER, LAS VEGAS, NEVADA

FULLY

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THE TOOLS. THE TIPS. THE TRADE SECRETS. TAKE IT ALL. SHOTShow.org/SB

REGISTRATION OPENS IN OCTOBER! The SHOT Show is a trade-only event. Professional affiliation required.

CIAL EVENT OFFI OF AN

S H OT B U SI N ES S O CT O BE R / N OVE M BER 2 019

Those who engage in recreational shooting—whether it’s an organized clay–target shoot or a day of plinking with friends—need your expertise, empathy, and advice. Provide that, and you’ll create a new set of loyal customers.

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pistols First, ask questions.

Second, listen to the answers.

Third, match the product to the intended use

By Tom MCHale

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SHOOTER PHOTO BY TIM IRWIN; TARGET FOCUS BY PROSYMBOLS FROM THE NOUN PROJECT

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DESERT EAGLE BY ALONE FOREVER FROM THE NOUN PROJECT

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The Safariland ELS competition belt is a flexible system for attaching holsters and accessories.

back and imagining taking logistically simple and relaxing vacations for the rest of their lives.

Although timeshares have gotten a bad rap—maybe rightfully so—the sales and marketing techniques are perfectly valid and applicable to almost any product or service purchase. You’ve probably heard the old hardware store sales adage, “A customer isn’t here to buy a ¼-inch drill bit.

They’re here to buy a ¼-inch hole.” True words. What we all sell is the end result of a customer’s aspiration.

In your case, the recreational firearms buyer isn’t buying an assembled collection of steel, polymer, or wood. They’re buying pleasurable afternoons at the range plinking at tin cans, printing tiny

groups on targets, or competing with friends and peers for bragging rights and a trophy. To sell what they’re buying, your job consists of three simple steps: determine what their imaginary weekend afternoon looks like, figure out the guns and gear that will help them make that vision a reality, then paint that picture.

Let’s consider some proven ideas to help you help your customer turn those Saturday afternoon aspirations into reality.

70% QUESTIONS, 30% ANSWERS

The first step in helping a customer solidify their vision is to ask questions.

A SHOT Business Undercover Shopper feature from a few months back revealed

PHOTOS BY THE AUTHOR

Have you ever wondered why you get bombarded by timeshare offers every time you travel to an interesting destination?

More important for the topic of this article is a related question: Why do so many people continue to buy timeshares in light of the stories of regret and the emergence of companies that specialize in getting customers out of timeshare contracts? The answer is simple. The marketers and sales associates in the timeshare business are masters at painting a vision in the customer’s mind.

Within just a few minutes, those sales folks have prospective buyers sitting

S H OT B U SI N ES S O CT O BE R /N OV E MB ER 2 0 1 9

customer best, some good starter questions include:

a stellar example of how to sell to competitive shooters. After the initial welcome and greeting, the sales associate launched into a long series of questions.

No, not a diatribe filled with his knowledge of guns and shooting, but questions that asked the customer to get involved in the process. After hearing that the shopper was interested in local handgun competitions, the salesperson directed the conversation more specifically. What type of competition are you thinking about trying? Have you ever competed before? Are you familiar with the various types of handgun competitions? Would you also use this handgun for home defense or carry?

To find out which choice might fit a

It seems to be a universal truth that gun store employees are passionate shooters, hence their career � Have you shot a gun before? What’s your experichoice. Odds are pretty ence level? good that some of your sales associates take part in � Will you be using this gun Set up a fully at an indoor or an outdoor competitions. That’s a valurigged ELS system in range? able commodity for you, your store to help and, with a little effort, you � What type of targets do sell it. you want to use? can benefit from some personnel skills development � Will you be the primary user of this firearm, or will other family that won’t cost you a dime. members be joining you at the range?

The sales associate from the Undercover Shopper article was an avid � What ages are the others in your family who may be shooting with you? weekend warrior, so he knew the pros and cons of various pistol choices. � Do all of you already own eye and ear protection?

Interestingly, while he probably had a favorite brand, he didn’t share that—at You also might start a conversation least, not right away. Rather, he spent about ammunition and their shooting more time discussing the pros and cons budget. Not only does that naturally lead of different styles of handguns for differinto ammo sales, it goes a long way ent sports. Thus, as a potential new comtoward helping the customer choose the petitor, the customer was educated on right gun. For instance, if your customer functional characteristics such as doublewants to shoot every weekend but /single-action versus striker-fired actions, doesn’t want to spend more than $50 per and manual versus internal safeties. In month on ammo, then you’ll likely be fact, the sales associate didn’t even menpointing them to the rimfire section. tion specific brands until the customer The winning associate in the aforewas settled on a full-size, striker-fired pismentioned Undercover Shopper column tol without an external manual safety. listened more than he talked, but he was All that said, while weekends are usualonly able to ask those pertinent questions ly prime retail selling time, that’s also because he knew the subject matter. As it when most shooting competitions take turned out, he was an avid competitor. place. Perhaps you can juggle your staff While his most frequent weekend activischedule to make sure that interested party was USPSA, he had experience with ties have the flexibility to attend weekend IDPA and Steel Challenge, too. And that matches on a regular basis. If you want to leads us to the next tip. get more aggressive, you might even consider offering special employee discounts SUPPORT YOUR STAFF’S on certain supplies, like match ammo. Or, WEEKEND HABITS you could take things a step further and spring for some competition jerseys, eleWhile experienced competitors will need gantly designed with your store name. little help in making their choices, those ENGAGE IN LOCAL COMPETITION pondering a move to the weekend games will need a lot of direction and advice, starting with an understanding of the dif- If you’re like most businesses, you’re deluged with all manner of sponsorship ferent types of competitive shooting. requests, from local Little League team Here, knowledge is king.

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shirts to stages for the next USPSA match.

Sponsorships are fine if you want to be a “good guy” and support the local community—and as long as you don’t expect a measurable bump in business. Ask yourself, when was the last time you spent a lot of money at a certain store as a result of seeing a sign or banner plastered on the wall or fence at some event? I go to minor league baseball games all the time; the fences are covered with advertiser signs, but I can’t recall a single company listed.

Back when I was younger and even more foolish, I owned a restaurant. The local movie theaters were hot to get area restaurant advertisers to show their logos and a quick slogan or promotional message on the screen before the previews started. In theory, an opportunity like that is a perfect fit. People going to the theater almost certainly lived within my relevant customer radius. They have disposable income and like to go out; the

term “dinner and a movie” exists for a reason, right? So, we decided to give it a try, but with a twist.

Being skeptical about someone seeing a logo and later remembering to come visit (I couldn’t recall ever having done so), we figured we’d get better results by integrating a call to action. Instead of displaying a cheesy and watered-down slogan like, “Great food and wonderful service!” we wrote a simple message. It went something like, “Elegant dining for a family on the go. Bring your movie stub in for a free dessert with entrée purchase.” That strategy wasn’t new. It’s existed in many forms over the years, and it is successful because it ties the marketing message with perceived value and a clear and easy-to-implement action step. Over time, this turned out to be our most effective way of getting new customers into the restaurant. In fact, we even started to get some ticket stubs

from movie theaters where we never advertised. I’m still not sure if that was a good or bad thing, but it did prove that people were seeing the message and remembering the association.

If you want to get wired into the local competition circuit, consider a similar strategy that ties your match sponsorship to a specific value and action steps.

Maybe offer a special match-ammo deal for each big event. Assign a distinct discount code to each match. Start with something like “MatchDeal,” but make sure you change it for the next event so that your codes don’t become permanent discounts. If you want to tighten up the linkage, you can tie your special offer to a printed copy of a match registration or a score sheet from the last one. Whatever method you choose, the goal is the same.

Get those competitors into your store before or after the next event so they buy consumables and accessories from you

PHOTO BY THE AUTHOR

The Smith & Wesson SW 22 Victory is easy to shoot. It will also serve as a solid rimfire competition pistol.

rather than someone else.

If you want to attract a new crowd of competitors, especially those just embarking, with a goal of selling them all the gear they need, help them understand how to get started. Perhaps on your match sponsorship signs, you could print a short message offering free seminars on how to get started in USPSA, or maybe post a competitive tip-of-theweek on your website. Whatever you do, create a tangible association and follow-up action that ties your sponsorships to getting feet through the door.

SHOOTING TARGET BY TEMPLATE FROM THE NOUN PROJECT

STOCK FUN

Sure, you have to stock something to sell it, but you also have to use some visuals to help customers see that vision of Saturdays at the range. If you have outdoor ranges in your area, set up a couple of reactive steel targets in the store. Few people are going to stop and examine a box on a shelf out of curiosity, but they will stop, touch, and think about items set up as demonstrations.

If your area offers indoor shooting only, consider inventorying targets that are a bit more fun than a traditional silhouette or bull’s-eye. Check out the Birchwood Casey Battle at Sea targets or NRA’s indoor-range-friendly reactive Target Bottles, the latter of which are 3D and move and bounce when hit but allow bullets to pass safely through.

They’re also available with hanging paper target system adapters.

THE BOTTOM LINE ON FUN

Effective selling is embarrassingly simple when you get right down to it. It doesn’t rely on fancy persuasion or closing techniques. All it takes is basic communication skills, a willingness to ask questions, and enough knowledge to help the customer see how the products in your store are going to help them improve their weekend leisure time.

SELLING 3-GUN Selling to the 3-Gun market presents some interesting sales and merchandising opportunities. While equipment varies by competitor preference, and the gear requirements allow for many different brands and models, all competitors have to acquire some basics. They’ll need, at minimum, the following: � SHOTGUN � EXTENDED-CAPACITY SHOTGUN MAGAZINE SOLUTION � SHELL CARRIERS � PISTOL � SPARE PISTOL MAGAZINES � HOLSTER � PISTOL MAGAZINE CARRIERS � RIFLE � SUITABLE OPTIC(S) � BACKUP IRON SIGHTS � COMPETITION BELT � EYE AND EAR PROTECTION � LOTS AND LOTS OF AMMO There is plenty of optional gear for the serious competitors in this game. For instance, you might offer a shotgun optic and a short-range rifle optic to complement the standard riflescope. Accessories that have the potential for saving tenths of a second during a match, such as shotgun caddies designed to speed reloading, should also sell well.

While experienced 3-Gunners will know exactly what they want, those new to the sport are likely to be overwhelmed by the gear and terminology. Take, for example, a competition belt. With the nearinfinite number of attachments and mounting methods, how is one to know exactly what pieces and parts they need to carry the requisite pistol, rifle, and shotgun magazine loads? The Safariland ELS is a fantastic belt solution, but trying to figure out how it works

and what pieces are needed by looking at a website is frustrating.

However, if you set up one of these rigs on a store mannequin, you’re able to not only show customers how the system works and what the various inner and outer belts and accessories can do, you begin to plant that vision in their head of them wearing and using all that cool gear. And don’t stop with the belt and magazine carriers. Add a holster filled with a LaserLyte or SIRT Training pistol, your best-selling electronic hearing muffs and shooting glasses, and appropriate shooting clothing if you stock that. Don’t forget a shooting bag stuffed with the right gear, too. In other words, don’t make your potential 3-Gunner work to imagine all that stuff— show it to them “in use.”

Same concept applies to the guns. Rather than hiding that Benelli or Beretta 1301 Tactical in the rack along with a hundred other shotguns, pull one out, install a Nordic Components tube extension, maybe a side-saddle shell carrier, and an optic sight. Add that to a “competition guns” case along with your top-selling pistol, modern sporting rifle, and holster. Don’t forget to deck out the pistol and MSR with the right aftermarket accessories, such as optics, improved iron sights, magazine well extensions, magazines, and all the rest.

There’s a reason department stores invest so much time and effort not only in window displays, but in mannequin displays near the walkways around each department. They’re simply trying to help buyers envision how the shirt, pants, belt, and shoes go together.

It creates the opportunity for a multi-product sale.

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It’s all about surprise, delight, and exhilaration. Really

By Phil Bourjaily

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CLAY PIGEON BY OLENA PANASOVSKA FROM THE NOUN PROJECT

Clay-Target shotguns

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TARGET FOCUS BY PROSYMBOLS FROM THE NOUN PROJECT

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There’s a thrill to smashing a clay target with a shotgun that punching paper at the range can’t match. It’s a mix of surprise, delight, and exhilaration, and a lot of the people who try clay shooting once want to experience that feeling again and again.

They take up trap, skeet, or sporting clays—sometimes all three. and there are more of these shooters every day.

Clay shooters make up a growing market thAT you shouldn’t ignore.

While huntinglicense sales may be down, clay target participation is up. Youth programs have brought thousands 34

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women are an important new-customer base, and they need gear (shotguns and clothing) that fits properly.

to the sport and keep it growing; sports shooting participation among adults, especially in sporting clays, continues to increase, too.

If you can steer your customers to the right target gun, they’ll be back for accessories and ammunition to feed their growing clay habit. Here’s a cheat sheet on what you need to know to sell clays guns.

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semi-auto shotguns kick far less than traditional over/unders, a key selling point for some new shooters.

for hunting isn’t necessarily good for clays.

Target guns have to be reliable and durable. Even a gun that’s used for only 50 targets a week in trap league will fire many more rounds in one summer than most hunting guns will in a couple of seasons.

You do neither yourself nor your customer a favor by selling them a gun they’ll bring back to your shop for repairs. That rules out some, though not all, cheap shotguns.

Target guns are longer and heavier than hunting guns. The extra weight absorbs recoil, and the length adds some weight to the front of the gun so it’s easier to move smoothly to the target. Trying to hit targets with a short, light gun made for carrying all day in the field is frustrating.

Almost no one ever wishes they had bought a shorter-barreled target gun.

Many target guns feature adjustable combs and pads to allow shooters to tailor the fit. Such devices tend to add weight and are not popular on hunting guns. Target guns come with other extras, too: fiber-optic beads, ported barrels to reduce muzzle rise, and extended choke tubes for quick changes.

ACTION TYPES

THE CUSTOMERS

A lot of the people who come into your store looking for a new clay-target gun will be complete newcomers to shooting or to the clay-target sports. Some will be hunters who discovered clay targets first as hunting practice. Many will be middleand high-school students and their parents. And a few will be experienced target shooters. Somewhere between 10 and 20 percent will be women.

They may want a gun for a specific discipline. They may want one gun for all

the clay-target sports, or even a gun for both hunting and clays. They may not actually know what they want, and it then becomes your job to find the right gun for their needs. If you can help them get a good start, they will be back for accessories, ammunition, and maybe even reloading equipment and upgraded guns.

TARGET GUNS VS. HUNTING GUNS

Although all clay-target sports began as hunting practice, they have evolved into ends in themselves, and a gun that’s good

Over/unders and semi-autos dominate clay-target shooting, with O/Us being the most popular. Both will fire two shots in quick succession without the shooter having to manually cycle the gun. That’s a help in sporting clays, skeet, and doubles trap.

Over/unders have reliability to recommend them; they rarely malfunction.

They offer two chokes for close and far targets (sometimes a consideration in sporting clays), and they don’t make you bend over to pick up hulls, a plus for reloaders and anyone who has to police their empties. They will function with

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hearing protection and safety eyewear are vital accessories.

Don’t let a new shooter leave your store without them.

ammunition that might hang up in a semi-auto, too.

Gas semi-autos have one big advantage over any other action: They noticeably reduce recoil. Therefore, a semi-auto can be lighter than an O/U and still kick less.

For that reason, gas guns make a good choice for smaller shooters or anyone without the upper-body strength to hold a heavier gun, as well as anyone who prefers the balance of a single barrel. In addition, semi-autos often feature stock shims and spacers to let you customize the fit, and they often cost less than O/Us. Pumps make good, reliable, affordable guns for singles trap, and you can get by with a pump for skeet shooting. It’s tough to cycle pumps quickly enough for trap doubles and sporting clays, however.

CLAY PIGEON BULLETS BY OLENA PANASOVSKA FROM THE NOUN PROJECT

TRAP GUNS

Dedicated trap guns—whether singleshot, O/U, or semi-auto—are so specialized, it’s hard to do anything with them but shoot trap. They’re 12-gauges, with stocks and ribs designed to make the gun shoot high, an advantage for shooters who want to “float” the rising target over their gun barrel. If a customer will only shoot trap—the most popular target game, and by far the most common discipline for scholastic team shooters—they’ll shoot their best with a dedicated trap gun.

SKEET AND SPORTING-CLAYS GUNS

A gun for skeet or sporting clays should be a semi-auto or O/U, as the games require shooting doubles. Twelve and 20 gauge are the most common choices, though both disciplines include smallbore events. The trend in both is to longer barrels, because they add weight up front for a smoother swing. Thirty-inch barrels are popular on pumps and semiautos, while most O/Us have 30- and 32-inch barrels. Currently, 32 inches is the most popular length.

These days, almost all dedicated skeet

TEN GOOD TARGET GUNS WINCHESTER SXP TRAP: Inexpensive but well-thought-out and well-made, the SXP comes with all the competition features in both full-size and micro versions. SRP: $479.99 BERETTA A300 OUTLANDER (FIELD AND SPORTING): The field version is affordable, dead reliable, and can work as a target gun for all disciplines in a pinch.

The dedicated clays version is a terrific all-around target gun.

SRP: $900 (field), $1,100 (sporting) REMINGTON 1100 COMPETITION: An all-around clays gun, this is one of the softest-shooting semi-autos out there. SRP: $1,305 BROWNING BT-99: A simple, trouble-free, single-shot trap gun, the 99 is a gun you can buy as a novice and shoot in serious competition, too. Available in full-size or compact version for smaller shooters. SRP: starts at $1,469 BROWNING CITORI CX: A good value in an all-around O/U, and it has 3-inch chambers, so it can be a field gun, too. As with the BT-99, a micro version is available. SRP: $2,139 SYREN L4S SPORTING: The Syren line of guns designed specifically for women solves fit problems for many. The L4S is a high-quality gas gun. Other Syren models include O/Us. SRP: $1,950 BERETTA 686 SILVER PIGEON I SPORTING: Beretta’s entry-level sporting O/U will shoot forever.

SRP: $2,400 CZ ALL AMERICAN: Available in trap or O/U configurations, this competition gun comes with all the adjustable features of guns costing much more. SRP: $2,572

FABARM D2 ELOS ALLSPORT: Designed with Scholastic Clay Target Program shooters in mind, this gun has a fully adjustable stock and two quick-change ribs to alter its point of impact, so it can be a trap gun and a gun for all other disciplines. SRP: $2,985 BERETTA A400 XCEL: Distinguished by its bright-blue receiver, the A400 Xcel is a great choice as a sporting/skeet gun or an all-around gun. There’s also a totally adjustable A400 MultiTarget that can truly serve as one gun for all clays sports. SRP: A400 Xcel, starts at $1,750; A400 Xcel MultiTarget, $3,000 Ammunition Keep a good supply of highquality, inexpensive target loads on hand in as many configurations as you can. You’ll need heavy loads to sell to people whose semi-autos won’t cycle lighter loads, and lighter stuff so you can help new and young shooters get started without experiencing too much pain. Stock some lowvelocity, low-recoil, 1-ounce and 7 ⁄8-ounce 12-gauge loads, and even some soft-shooting ¾-ounce 20-gauge ammo.

Accessories According to a recent NSSF survey, these are the top 10 clay-target accessories you should stock: 1. Gun-cleaning products 2. Eye protection 3. Non-electronic ear protection 4. Hard and soft gun cases 5. Clay targets 6. Choke tubes 7. Shooting vests 8. Range bags 9. Shooting shirts and jackets 10. Electronic ear protection

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When a new shooter learns how much fun breaking clays can be, they’ll come back to you for more gear.

guns are high-end guns intended for serious tournament competition; most manufacturers no longer offer entrylevel skeet-specific guns. For most shooters, a sporting-clays gun will serve for both games, and a lot of sporting shooters also enjoy skeet. If someone wants one gun for all disciplines, steer them to a sporting-clays model. It is much easier to shoot trap with a sporting-clays/skeet gun than it is to shoot skeet and sporting with a high-shooting trap gun.

target sports and hunting, and be done with it. In my opinion, a 12- or 20-gauge gas semi-auto with a 28-inch barrel is the most versatile shotgun made, and it will handle any field or target situation. It’s a “jack of all trades, master of none” solution, but for some people, it’s the perfect gun for their needs. For young customers who want a gun for hunting and singles trap, a Remington 870 or Benelli Nova pump might be a great solution.

GUN FIT

FIELD GUNS FOR CLAYS

Some people, especially some parents of high-school and middle-school competitors, want to buy one gun for all clay-

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To sell guns to new shooters, you should know the basics of gun fit, though you don’t have to be a gun fitter. You should also be able to show a novice how to hold

a shotgun properly, and help them find a stock with the right length and a comb height that puts their eye over the rib.

Gun fit with new shooters needn’t be an exact science. Until a shooter is practiced enough to mount and hold the gun the same way shot after shot, gun fit can be approximate. Later on, they may need to fine-tune the fit. If you have a gunsmith on the premises, then you can shorten and lengthen stocks, add pads or adjustable buttplates, and do more to solve fit problems.

Meanwhile, your job is to put them into a gun that will keep them happy and breaking clays, so that you see them coming back to your shop time and again for accessories and ammunition.

DEMAND THE BEST IN LONG RANGE ACCURACY Loaded with renowned Sierra® Tipped MatchKing® boat-tailed bullets: High-ballistic coefficients for long-range accuracy Higher velocity retention Flat shooting at long distances

www.BrowningAmmo.com © 2018 Browning Ammunition

MADE IN THE USA

TARGET FOCUS BY PROSYMBOLS FROM THE NOUN PROJECT; RIFLES BY ALEXANDER SKOWALSKY FROM THE NOUN PROJECT

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COFFEE RING BY ICONSGHOST FROM THE NOUN PROJECT

Rifles Rifles chambered for .22 or .223 are a good entry point for new shooters

By David E. Petzal

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Shooting a bolt-action rimfire at a range is an inexpensive way to safely acquire fire control and target acquisition skills.

Experienced shooters know all about shooting for fun, and they do it once in a while, although not enough to cost them their ATA averages or their High Master rankings in NRA rifle shoots.

Inexperienced shooters are the market here; people who want to do something with their family that’s not highly athletic or jaw-grindingly competitive. To such folks, the most important commodity you have to sell is not firearms and ammunition—it’s information.

It’s much more difficult to be a new shooter today than it was years ago.

Firearms have gone high-tech, and what used to be a jungle of strange words and phrases is now a practically impenetrable jungle of strange terminology. The dealer who takes the time to explain things is blessed, and will see their profits rise accordingly.

The other problem faced by new shooters is the internet. Once upon a time, gun dealers complained bitterly

about the nonsense new shooters received from people who were allegedly experts.

Now, for bad advice, you go online.

There’s some good advice there, too, but how is a beginner to tell the difference?

If I were counseling an inexperienced shooter, I’d make one crucial point before I ever started talking about which gun to buy: Shooting is one of the safest sports around because it stresses safety more than any other sport. However, in order to be a safe shooter, there are a few pieces of equipment you must have.

First, shooting glasses. These days, a competently run range will not let you on the firing line unless you have both ear and eye protection suitable to the shooting sports. Plain sunglasses will not do; when your head is down aiming, you’ll be looking over them, not through them, and they’ll be useless. Shooting glasses ride high on your nose so you see through them. Too, good shooting glasses have high-impact lenses—sunglasses

OPENER SPREAD: TIM IRWIN; THIS SPREAD: CHRISTOPHER COGLEY

“Shooting for fun” takes in a lot of territory. In college, I shot rats for fun, so many that I majored in English and minored in Rodent. I know .50-caliber shooters who, in the spirit of a good time, blaze away at rocks in the desert that happen to be more than a mile away. There are folks with Class 03 licenses and gobs of money to spend on ammo who have fun machinegunning junked cars. And there are my friends in West Virginia who enjoy themselves in the evenings by shining a light on a white board and plinking the moths the light attracts with a .22.

S H OT B U SI N ES S O CT O BE R /N OV E MB ER 2 0 1 9

Though not expressly designed for plinking, the Ruger PC Carbine in 9mm is a sweet shooter with little recoil.

do not. And shooting glasses come in colors (or clear) that help the shooter better see sights, beads, and targets. Sunglasses come in weird tints that make it difficult to aim.

For shooters who require prescription lenses, the standout is Decot. The company has been around forever, is staffed by experts, and will unfailingly provide its customers with the right thing. You can stock non-prescription Decots, or you can direct your customers to them for made-to-order lenses.

Second, hearing protection. Guns—all guns, even .22s—produce about 140dB of sound. Some rifles turn out 175dB. The only other source of noise in this league is a jet engine. The rule is simple: The person who shoots without hearing protection, or with inadequate hearing protection, will go deaf.

Earplugs, of any type, are not useless, but they’re next to useless. That leaves headphones. There’s no shortage of

brands, but the best seem to be by Peltor. It makes a wide variety, but what you want to sell are the models that block the most noise and which your customer can also afford. And whatever they buy, it must be electronic and allow the wearer to hear voices. An inexperienced shooter who can’t hear range commands or the instructions of a coach or warnings is good to no one. If someone balks at the price of Peltors, remind them that hearing aids that actually work cost $6,000-plus.

Third, your new shooter needs some way to lock up the gun. A customer may hesitate over this, what with all the money you’ve already helped them spend, but remind them that, unlike tennis rackets, golf clubs, and soccer balls, there’s no excuse for an unsecured recreational firearm. Sticking them in the broom closet can invite the kind of sorrow that lasts a lifetime. You also should point out that many states have safe-

storage laws, which are enforced.

You can sell a hard gun case that takes padlocks, and that will do fine. If the customer has a closet with a solid door (with a deadbolt lock) that can’t be kicked in, that will also work. Good gun safes cost a bundle for the most part, and if you can sell one, good for you. But, really, your job is to make sure the customer understands that firearms are not to be left lying around. (Directing customers to NSSF’s Project ChildSafe site, ProjectChildSafe.org, both underscores this idea and provides a wealth of resources for getting it right.)

Which brings us to guns. For informal shooting, the best gun is the .22 rimfire rifle. Cheap ammo, no recoil, and comparatively little noise are the reasons. My preferences here are a bolt-action, pump, or lever-action, but autoloaders are very popular. Explain how each action works, and let the customer choose what works best for them.

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SH O T BU SI N ESS O C TO B E R /N OV E MB ER 2019

Regardless of the action type, the rifle must have a good trigger. Nothing keeps an inexperienced shooter from hitting like a rotten trigger, and lack of success early on means they will stop shooting and go play soccer instead.

If children or small women are in the mix, point out that small people need small rifles. A 4-foot-tall kid or a 5-foottall woman does not shoot well with a rifle that was designed for a man who is 5 feet 10 inches tall.

If the customer wants a centerfire, and they tell you they trust the discipline and attention span of the shooters involved, there’s nothing as good as a modern sporting rifle (MSR) in .223.

The excellent ergonomics, low recoil, and cheap ammo put it in a class by itself. However, not all MSR triggers are

created equal. I’ve tried some that were unshootable.

The customer will need something to shoot at, and paper targets, by and large, are not fun; paper targets are for serious shooting. Some ranges will allow you to shoot clay targets with a rifle, but failing this, you want anything that rings, spins, falls down, “explodes,” or gives an obvious sign of being hit. Instant gratification is the key here. What your customer is interested in is the number of hits, not the score.

Dealers who can sell to shooters looking for fun are the dealers who can put themselves in the shoes of new shooters.

Men try to pretend they know more than they do. Women worry about appearing ignorant. All of them worry they’ll spend too much or buy stuff they don’t need.

Jargon is your enemy. Jargon costs you sales. If you point out that the frugal way to buy .22 ammo is by the brick, you’re giving good advice—but your customer new to shooting has no idea what a brick of ammo is.

What you say is, “All rifles shoot better with one particular brand of .22s.

You have to try half a dozen until you find what that brand is. There are 50 rounds of .22 in a box of ammo, and when you find out what your rifle likes best, come back and we’ll sell you a brick. A brick is a carton of 10 boxes, so 500 rounds, and it’s cheaper than buying by the box. Also, it lasts a lot longer.”

Remember, always, what it was like before gun jargon was second nature to you.

Empathy is a profit source.

CHRISTOPHER COGLEY

families looking for an activity that’s not highly athletic or jaw-grindingly competitive will enjoy casual shooting.

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Outdoorsman NM of Santa Fe, Santa Fe

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Rock Sporting MT Red Goods, Miles City

This retailer caters to a traditional hunting and customfirearms clientele. They have been selling guns in the Santa Fe area for more than 40 years.

Sales of assembled MSRs are slow, with just a few Del-Tons turning. Meanwhile, custom-build receivers are hot. “Our MSR sales are flat, but our MSR receivers are flying out the door. I buy every one I can get from Aero Precision,” said buyer/manager Josh Henig.

Bolt-action gun sales are starting to pick up, with strong numbers for Browning X-Bolts, Ruger Americans, and Kimber 84s. Ammo inventory is excellent, with even rare calibers in stock. Handgun sales are steady.

Located on State Highway 160550, this general hunting store carries archery gear, soft goods, firearms, and reloading supplies. The retailer reported a strong summer, with plenty of Ruger 10/22s headed to new homes. Christensen Arms and Tikkas in 6.5 Creedmoor are the front runners at the big-game counter.

“It’s great to see bolt guns really doing well. It has made us focus on rifles that just have more profit in them. We’re continuing to move away from the guns our big-box competitors sell,” said owner Jane Gustafsen. MSRs are still moving at more than four a week—the vast majority are S&W M&P Sport 15 IIs.

Located on the high plains of southeastern Montana, this independent retailer stocks soft goods, firearms, and reloading supplies.

Fall rifle sales are heating up.

Tikkas, Kimbers, and the Mesa from Christensen Arms rifles are posting the best numbers. The most popular calibers have been 6.5 Creedmoor, .300 Win. Mag., and .243.

“Our fall rifle sales are an important part of our business. Bolt rifles are what we do, and we tend to be super fussy about what goes out our door. If we don’t like it, we don’t sell it,” said owner C.B. Scountz.

Shotguns (semi-autos and pumps) are warming up fast, too.

Gun, NE Nebraska Lincoln

Gun Shop, WI R&R Loyal

Guns, OK Butch’s Woodward

Located in a blue 1890s barn, this metro Lincoln gun shop keeps 250 firearms in stock. The shop sells a mix of used and new traditional hunting and defensive firearms.

Deer season is moving boltaction rifles. The Savage Axis and Remington 783 are attracting the most attention in 6.5 Creedmoor and .30/06. “The .30/06 continues to amaze me. We can’t sell a 7mm or a .308. But an ’06 still turns well in this market. The biggest surprise is that the buyers are under 30 and want the gun their grandfather had,” said owner Jeff McIntyre.

Strong-selling handguns include SIG P365s, Glock 43s, and Charter Arms Pit Bulls in .45 ACP.

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OCTOBER/NOVEMBER 2019

Located in a converted barn in central Wisconsin, this small-town retailer keeps its firearms inventory below 100 units, alongside limited archery and fishing supplies. Handgun sale leaders are Shields, Kel-Tec PF9s, and SCCY. “Our customers are very price-sensitive. To meet their needs, we offer layaways. Summer was slow, but fall is picking up,” said owner Bruce Denton.

Bolt-action guns, including Savage Model 93s in .17 HMR and Axis rifles in .223, are getting more than one look. Ruger Americans are moving as well. Interest in Remington’s new 783 in 6.5 Creedmoor is growing. Sales of MSRs are slow.

This shop specializes in hunting, home safety, and reloading. The storefront keeps nearly 2,000 new and 1,000 used guns in inventory. It attracts buyers from several states.

Handgun sales are steady. SIG P365s and P320s and Glock 48s top the list. MSR sales have slowed to one a week. Sales of bolt-action rifles are up. Ruger American Predators and Precisions, and Savage Model 10s in 6.5 Creedmoor and .300 PRC are turning the best numbers.

“The exciting news is that the .300 PRC is getting a lot of attention. It has excellent out-of-thebox performance,” said countersalesman Gabe Taylor.

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BY PETER B . MATHIESEN

Gun Shop & Guns LLC, Firearms, PA Bob’s NY Kinton ME York Range, McKeen Farmington Limington Located south of Erie off I-79, this retailer specializes in concealed carry, defensive firearms, and training. It stocks close to 400 firearms.

Sales have continued to grow this fall after a good summer. “Our range and training programs help keep our sales consistent. We have constant traffic, even when other stores have had slower periods,” said owner Bob McDowell.

In handguns, Glock 43s and 19s hold the high spot, but SIG P365s and P320s are moving well, too.

Sales of MSRs are steady, with a mix of lower-end and high-end rifles, including Smith Sport IIs, Ruger 556s, and SIG 516s.

Guns, AL Southeastern Birmingham

This metro Birmingham dealer keeps more than 800 firearms in stock. It hosts a mix of sporting and defensive guns and handguns. Deer season is gearing up. Browning X-Bolts in .308 and Tikkas in 6.5 Creedmoor lead the pack. Ruger Americans in .243 and 6.5 Creedmoor are also doing well.

“It’s nice to see our bolt guns getting more attention. They are selling well this year compared to two to three years ago,” said manager C.J. Calesa.

Texas Gun TX Central Works, Austin

This west Texas firearms retailer specializes in a mix of high-end hand-

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Just southeast of Rochester on the edge of the Finger Lakes region, this small-town gun shop keeps 450 firearms in stock, with a mix of used and new firearms. Handgun sales are strong, with steady turns of the Glock 43X and the SIG P365.

Other movers include Smith Shields and Ruger LCPs. Centerfire rifles are peaking, with good numbers of Savage Axis IIs, Ruger Americans, Tikkas, and Remington 700s on the move.

“Our bolt-gun sales have improved this year. And while the 6.5 Creedmoor has helped, we still sell a good number of traditional calibers, like the .30/06,” said owner Tim Kinton.

With more than 3,000 firearms in stock, this rural southeast independent carries revolvers and defensive rifles, but its biggest draw is an extensive selection of lever-action rifles, particularly from Winchester.

“They have always been popular.

And while we sell plenty of .30/30s, the .45/70 rules this year,” said owner Michael York.

Deer season is bringing fast turns on Ruger Americans and Remington 700s. The most popular caliber is .308. Other quick movers include CZ pistols, including Accu-Shadows and P-01s.

Ruger LCPs and Smith J-Frames are also making turns. MSRs are moving consistently.

guns and rifles. It also hosts home security and training seminars. The store inventories more than 1,000 new guns and now accepts Bitcoin.

“Our ability to take crypto currencies has brought us numerous new customers. We have a Bitcoin ATM in our store, and it’s used every day,” said owner Michael Cargill.

Handgun top sellers include SIG P365s, Glock 48s, and Taurus PT 111s.

MSR sales continue to be steady, mostly with Smith M&P Sport IIs and Ruger 556s. Sales of boltaction rifles are increasing.

Remington 700s do the best, but the store has also moved several Weatherby Mark Vs. The two most popular calibers are .308 and 6.5 Creedmoor.

Lawson’s Clothing, TN Shoes & Outdoors, Loreto

Located in eastern Tennessee, this large independent stocks more than 16,000 square feet of floor space with a mix of soft goods, fishing supplies, and 1,600 firearms. As fall progresses, a larger number of .22 long guns, like Ruger 10-22s, are crossing the counter.

Traditional bolt-action guns are also moving well. MSRs are selling at an average of one per week; Del-Ton holds the lead position.

“We’ve seen an increase in youth sales because of the MSR’s adjustable stock. In .223, they’re a great deer gun. And, due to the light recoil, it has been selling super well,” said countersalesman Chris Hemmen.

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GOOD STUFF

BY SLATON L . WHITE

The author in the grouse woods last fall wearing a pair of Wiley X Romer 3 full-frame glasses.

Profound Concept Wiley X is dedicated to a singular premise

T

hirty years ago, military veteran Myles Freeman Sr. founded Wiley X to further a profound concept: “to protect the eyes of those who protect America.” Like many businesses in this country, Wiley X started out small, and Freeman enlisted the help of his sons—Dan Freeman and Myles Freeman Jr.—in the family enterprise.

Today, the brothers are co-owners of a worldwide enterprise. How did Wiley X achieve this?

Basically, through a lot of hard work and an unwavering commitment to building superior products.

“Wiley X is not your typical sunglass brand,” says Myles Jr., co-owner and president of sales. “We want to produce a great-looking assortment, but

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it’s common knowledge in the industry that Wiley X strives to be so much more than that. To be clear, the characteristic that makes a Wiley X a Wiley X is that we manage to fuse safety, fashion, and functionality into every pair we manufacture.”

OCTOBER/NOVEMBER 2019

With that, you could say that the prime directive of the company is “safety.”

Myles agrees.

“Safety is incredibly important to the brand,” he says.

“It’s what separates us from the masses, and it’s what we believe in. It’s an easy conversation to have with a potential customer when they understand where your passion comes from. In other words, you have only one set of eyes. Why would you ever compromise them?”

Myles stresses that Wiley X has set the benchmark for safety, style, and utility in the premium-performance sunglass category “by absolutely insisting that all adult premium eyewear products meet the ANSI Z87.1 safety standard for high-velocity/highmass impact. Our Youth Force line of sport protective eyewear meets ASTM F803 sports-safety standards while also being designed for kids to wear all day long.

Furthermore, it’s no secret that many adult models also meet various mil-spec ballistic military fragmentation standards for both goggles and spectacles.”

He believes the emphasis on safety remains a strong selling point for retailers. But he also says, “From a retail perspective, why not add a choice to your store lineup that offers multi-function capabilities as well?”

Myles says another key selling point is the company’s heritage as a supplier to the U.S. military. “You could say Wiley X was born on the battlefield. Today, the very same ballistic technology worn on the battlefield is

available to many civilian markets. In addition, eyewear with our patented Removable Facial Cavity Seals cuts through Mother Nature’s harshest elements by protecting the wearer from wind, dust, debris, and peripheral light. This provides our customers with the most functional viewing experience possible.”

Wiley X offers both fullframe and partial-frame glasses. This allows the company to offer the type of frame that best suits the user.“It really boils down to the individual,” Myles says.

“The standard answer has to do with sight lines and frames getting in the way if your lower viewpoint is the focal point of whatever activity you’re engaged in.

Industry experts will tell you that a half frame doesn’t disrupt your sight line. My take is that it’s mostly individual preference. We can design glasses to wrap tightly and keep a frame or no frame out of your sight lines regardless.

But for someone with high cheekbones or a high nose bridge, you just can’t get around the image of a frame.

This is where a half-frame design would be the choice.”

The shooting sports are seeing an increase in participation by women. Wiley X, Myles says, is aware of the trend.

“Because we are arguably the most durable product out there, we obviously tend to have a lot of male followers,” he says. “There are also those who believe we only sell to men. But, to be honest, we’re already selling pretty well to women. So, the uptick in women’s shooting keeps us sharp as it relates to designing and building more unisexoriented products. It certainly influences how we market these products.”(wileyx.com)

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NEW PRO DUC TS

(Continued from page 50)

distance reading of an object with a single push of a button. Scan mode enables a user to easily and instantly range multiple targets or distances without having to re-engage the laser for each target. For hunting from treestands or in steep, hilly terrain, the Angle Intelligence technology automatically reads and compensates for the amount of slope and adjusts for the distance of the shot. SRP: $129.99.

Browning’s Women’s Lightweight Shirt

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Smith & Wesson

Browning

Smith & Wesson has reintroduced the Model 648 revolver, chambered in .22 WMR. Built on the K-frame, the stainlesssteel Model 648 features an eight-round capacity and is designed for small-game hunting and target shooting. The new Model 648 features an adjustable rear sight and patridge front sight for enhanced accuracy when shooting at longer ranges, as well as a full underlug 6-inch barrel.

SRP: $749. (smith-wesson.com)

➤ The new Women’s Upland Pant features rugged 10-ounce cotton construction with briar-resistant polyester overlays. It has a four-pocket design with articulated knee darts to aid with flexibility. Available in Chocolate in sizes 2–18. SRP: $74.99.

The new Women’s Upland Lightweight Shirt is constructed of lightweight nylon ripstop fabric and features a concealed front button closure, a leftchest pocket, a Reactar G2 pad pocket in the right shoulder (pad sold separately), and vertical and horizontal venting on the back. Offered in olive or plaid in sizes S–2XL. SRP: $59.99. (browning.com)

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Halo Optics ➤ The ergonomic and water-resistant XL500 laser rangefinder offers powerful 6X magnification and can accurately read distances out to 500 yards. The unit delivers guaranteed accuracy to within 1 yard and provides near-instant target acquisition. The easy-to-read internal LCD displays the reticle, battery status, mode setting, numerical display, and unit of measure for quick readings. Ranging distance can be set to either yards or meters.

The XL500 can be operated in one of two modes. Standard mode allows for the precise

The Model 648, built on the K-frame, is now chambered in .22 WMR.

Wildgame Innovations ➤ SD Card readers often deliver marginal

image quality on a small screen. But not the Trail Pad Tablet. It features two SD card slots with a storage capacity of up to 32 GB. One SD card holds images from your camera; the other is used as a storage device for the images you want to keep.

Safe storage couldn’t be simpler. SRP: $99.99. (wildgame innovations.com)

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NEW PR ODU CTS

LaCrosse

Snake Country Dry-Core boots are made for those living in snake country, where protection from venomous snakes is a way of life. Built with wet climates in mind, the 17-inchhigh boots are constructed with a waterproof DryCore lining but still offer 360-degree protection with LaCrosse’s flexible Snake Guard material, a flexible snake-protection fabric sandwiched between the liner and the exterior of the boot. The full-grain-leather upper has an abrasion-resistant protective rand. Finger holes make the boots easy to pull on, and the PU footbed and fiberglass shank provide a comfortable, secure fit. In addition, the Prairie Outsole features low, non-loading lugs for shedding debris, providing greater traction.

SRP: $180. (lacrossefoot wear.com) (Continued on page 49)

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