SHOT Business - October/November 2011 by SHOT Business

NSSF

VOLUME 19, NUMBER 6 OCTOBER/NOVEMBER 2011

SHOOTING, HUNTING & OUTDOOR TRADE

SELLING PERSONAL DEFENSE The options are truly mind-boggling, and your job is to fit each customer to the appropriate product and accessories Pg. 30

GOOD STUFF: Arborwear builds tough pants that can make your register sing Pg. 52 FIRING LINE: S&W Pro Series Model 627 in .357 Magnum is just the ticket for deer Pg. 24

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model 512 Gold WiNG (MSRP $ 665)

350 bot tom-eject pump, field model (MSRP $ 294)

ThedefiniTionofvalue Stevens shotguns – quality and features at unbelievable prices.

Savage armS, Inc. • www.SavagearmS.com

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S H OT B u S I N eS S

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octoBer/novemBer 2011

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contents

VO L . 1 9, I S S u e 6

Departments 26

2 5

the small stuff—or else

news Briefs

Swarovski’s 20th anniversary; Benchmade wins excellence award; Colt hires new reps; Mossberg unveils fivegun training set

Atf Q&A How to

fYi Pro tips for securing your store from the outside in

firing Line Smith & Wesson’s Pro Series Model 627

seLLing personAL defense It’s a large and varied market, one in which the proper product mix is vital to success. But it’s also an area in which recession-battered customers are still willing to part with their hard-earned cash. BY chris christiAn

Undercover shopper Looking for a

sweAt the detAiLs No one likes to do paperwork, but filling out forms correctly is vital if you want to retain your FFL and comply with an ATF inspection. BY LAwrence g. KeAne

48 52

Features

NSSF Update 15

from the nssf The NSSF

PAC is poised to support pro-industry candidates

16 COVeR: WINDIGOIMAGeS.COM

editor’s note Sweat

nssf Assists coLLege shooting progrAms

College shooting clubs are eligible for funding and aid indUstrY chALLenges Atf AUthoritY Semi-auto

reporting measure draws lawsuit, injunction request

17 17 18 19

shooting rAnges receive nssf grAnts 22

ranges awarded $435,000

shot show sponsors AnnoUnced NSSF

partners with Outdoor Channel, GunBroker.com

abbreviate states in official paperwork

waterfowl gun in Portland, Oregon

whAt’s seLLing where good stUff

Arborwear’s durable offerings for the field new prodUcts CRKT’s

innovative multi-tools; Minox’s NVD; Charter Arms’ Pitbull revolver; and more

nssf deLivers vALUe YoU shoULd Know Top 10 reasons to join the NSSF

october/november 2011 ❚ SHot BUSiNeSS ❚ 1

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editor’S note nSSf

Details…Details You need to sweat the small stuﬀ

f something is truly precious, most people tend to protect it. Well, your FFL is indeed precious, as it is the bedrock of your livelihood. That being so, take a few minutes to read “Sweat the Details” (page 44), by Lawrence G. Keane, senior vice president and general counsel of the National Shooting Sports Foundation. I understand that, at first glance, you might think, “Oh, boy, just what I want to read—a legal treatise.” But Keane addresses the vital issue of what constitutes a “willful violation” of the Gun Control Act or ATF regulations. As you will see, federal courts have ruled that there is no such animal as a “minor technical error” when it comes to complying with the GCA. I raise this issue because, from time to time, I hear from FFL holders about “nit-picking” ATF inspections that focus on minor clerical errors. Now, you may not like—or

agree with—Keane’s analysis, but don’t shoot the messenger. He’s simply telling you what you need to hear and heed. If you want to stay in business, and I imagine you do, then you’ve got to get this stuff right. No excuses. The bulk of this month’s issue focuses on personal defense. SHOT Business contributing editor Chris Christian has a lot of experience in this area, so take a close look at the products he mentions. In the course of his research, Christian talked to two retailers—one in a small town, the other in a major metropolitan area. As you might suspect, their selling approaches dif-

fer in some aspects. But in one respect—delivering outstanding customer service—they’re on exactly the same page. Christian notes that John Strayer, co-owner of Pro-Arms in Live Oak, Florida, understands “that although new customers may not know guns, they sure do know shopping. They expect to be treated with respect, shown options, given choices and receive knowledgeable advice from pleasant sales personnel. If confronted with the all-tootypical gruff know-it-all, they’ll simply walk.” Bill Kucyk, owner of Action Impact, just outside of Detroit, told Christian, “I don’t feel that I’m entitled to anyone’s business. I feel I have to earn it. That means I have to keep a clean and pleasant environment for the customer.” This emphasis on customer service is a crucial part of each store’s plan for success. It should be part of yours, too. Finally, Christian asks independent firearms retailers to keep in mind that personal protection is one area where recession-battered consumers aren’t afraid to spend money. He told me that by “one account, while general consumer spending increased a paltry 2.5 percent in 2010, consumer spending on guns, ammunition and related equipment rose by 10 percent.” If nothing else, that ought to get your attention.

Slaton L. White, Editor

shooting, hunting & outdoor trade

SLaton L. White, editor

Margaret M. nussey, Managing Editor david e. Petzal, Shooting Editor John Burgman, Assistant Editor Maribel Martin, Senior Administrative Assistant James a. Walsh, Art Director Shayna Marchese, Associate Art Director Judith Weber, Production Manager ContriButing editorS

Larry Ahlman, Barbara Baird, Scott Bestul, Philp Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone

eriC ZinCZenko, Vice President, group Publisher adVertiSing: 212-779-5316

John graney, Associate Publisher gregory d. gatto, National Endemic and Online Sales Director Paula iwanski, Northeast Brian Peterson, West Stephen Mitchell, Southeast elizabeth a. Burnham, Associate Publisher, Marketing & Online Services ingrid reslmaier, Marketing Design Director

BuSineSS oPerationS

tara Bisciello, Business Manager

ConSuMer Marketing

robert M. Cohn, Consumer Marketing Director raymond Ward, Senior Planning Manager Barbara Brooker, Fulfillment Manager

ManufaCturing

Laurel kurnides, Group Production Director Barbara taffuri, Production Director

Bonnier

Chairman, Jonas Bonnier Chief executive officer, Terry Snow Chief financial officer, Randall Koubek Senior Vice President, digital, Bruno Sousa Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, digital Sales & Marketing, John Haskin Vice President, enterprise Systems, Shawn Larson Vice President, Corporate Communications, Dean Turcol Brand director, John Miller Publishing Consultant, Martin S. Walker Corporate Counsel, Jeremy Thompson

SHot business (ISSn 1081-8618) is published 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 19, issue 6. copyright © 2011 by the national Shooting Sports Foundation. All rights reserved. editorial, circulation, production and advertising offices are located at 2 Park Avenue, new York, nY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to nSSF, to: SHot business, c/o nSSF, 11 mile Hill road, newtown, ct 06470-2359. SHot business accepts no responsibility for unsolicited manuscripts and photographs. All correspondence should be accompanied by a stamped, selfaddressed 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. rePrIntS: Wrights reprints, 877-652-5295. PoStmASter: Please send address changes to SHot business, P.o. box 422494, Palm coast, FL 32142-2494. 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 call 386-246-0188 or write to SHot business, 2 Park Ave., new York, nY 10016 For editorial inquiries, write to Slaton L. White, SHot business, 2 Park Ave., new York, nY 10016

2 ❚ Shot BuSineSS ❚ october/november 2011

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Together, Our Voice Is Strong National Shooting Sports FoundationÂŽ

or over 50 years, our mission has never wavered. Promote, protect and preserve our hunting and shooting sports. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice.

elp us make your voice louder and stronger where it counts. Now more than ever, itâ&#x20AC;&#x2122;s time to become a NSSF member. To join contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

The future of your business depends on it.

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edited by john burgman

Bits & Pieces

Gearhog.com Is Up and Running

Gearhog recently announced the official launch of its website, Gearhog.com. The site offers daily deals on hunting, shooting and other outdoorrelated products. After signing up as a member on the website, users will be e-mailed daily of new deals. “The popularity of daily deals sites has really taken the world by storm, and we’re absolutely thrilled to now have a site catering to shooting, hunting and the outdoor world,” said Clayton Whipple of Brownells. Virtually all daily deal websites work within the same “everybody wins” framework. In this case, Gearhog.com gets the user traffic, brands get their products to the masses, and consumers get the discount.

Winchester Improves Popular App Two years ago,

Winchester introduced its Ballistics Calculator at Winchester.com. Applications for iPhone and iPod Touch followed. Now the company has updated the app to make calculations more comprehensive. The original version allowed users to choose centerfire rifle ammunition and compare different cartridges with charts and graphs. The updated version additionally helps users to discover aiming points, impact points and trajectories for rimfire, shotgun, slug and handgun hunting ammunition. “We listened to the great feedback and now the Ballistics Calculator is improved,” said Brett Flaugher, Winchester Ammunition’s vice president of marketing and sales.

news briefs NeWs

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PromoTIoNs

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AWArds

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ouTreACh

Swarovski Optik North America continues its various promotions in celebration of its 20th anniversary.

Swarovski Turns 20, Extends Promotions

warovski Optik North America recently celebrated its 20th anniversary. As part of the ongoing celebration, the company will continue to offer product promotions throughout the year, as well as candidly provide dealers with insight into the company as a whole. To mark the milestone, Swarovski developed a number of consumer promotions specifically catered to the American market. For example, the spotting scope promotion, which will continue to run throughout the year, allows customers to save up to $300 on Swarovski Optik spotting scopes and eyepieces. Designed to be rugged in the field but also lightweight, spotting scopes have long This product is from sustainably managed forests and controlled sources.

beeen a staple product for Swarovski. The optics are offered in a variety of styles, including a model with HD glass for higher color fidelity. The Z3 riflescope promotion, which was also designed for the American market, will continue to run throughout the rest of the anniversary year as well. The promotion saves consumers up to $300. Swarovski Optik North America has been in the United States since 1991, where it was established to handle, fulfill and cater specifically to the needs of the American customer base. The company employs approximately 60 people and has several representative groups throughout the country. North American repairs are performed in the company’s Cranston, Rhode Island, location. During the year-long 20th anniversary celebration, Swarovski has made a push to share insight about at the company, particularly its U.S. facilities. Efforts have included YouTube videos (youtube.com/swarosona) and various social media outreaches. ocTober/november 2011 ❚ SHot BuSineSS ❚ 5

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news briefs

Benchmade Knife Gets Award for Excellence The Shooting Industry Academy of Excellence (SIAE) recently presented its 2011 Knife of the Year award to Oregonbased Benchmade Knife Company, for Benchmade’s Model 915 Triage. The award, along with several others from the SIAE, was presented during the Shooting Industry Masters event on July 22 in Bowling Green, Kentucky. “The Shooting Industry Academy of Excellence Knife of the Year award is extremely meaningful to Benchmade,” said Benchmade CEO and founder Les de Asis. “We are very honored to receive this award because it not only recognizes our highquality American-made products, but also

the dedication and hard work of our employees.” The 915 Triage is a versatile utility tool, and features a folding knife, a safety hook and a carbide-tip glass breaker. Built with Benchmade’s patented AXIS locking mechanism, the knife uses N680 corrosionresistant blade steel and has textured G10 handle scales available in orange or black. The 915 Triage also happens to be the first multi-functional tool ever produced by Benchmade. Benchmade has won the Knife of the Year award for the last three consecutive years, and 11 times since 1998, when the category was first introduced. Prior

Hi Mountain Releases new Hunter’s Blend

The 915 Triage is Benchmade’s first foray into multi-tools; judging by the accolades it’s received, it likely won’t be the last.

Benchmade award winners include the 741 Onslaught (2010), 585 Mini-Barrage (2009) and 610 Rukus (2006).

Hi mountain Seasonings recently introduced its 20th Jerky Kit: Hunter’s blend, to coincide with the company celebrating two decades as a go-to cure and seasoning

source for hunters. the new blend will be available on a seasonal basis—from September through February. It features garlic, pepper, a hint of hickory and a spicy kick.

Kahr Arms is pleased to kick off their newest series of Kahr pistols - the CM series. The new line begins with the Kahr CM9093 which is based on Kahr’s most popular 3” barrel 9mm model the PM9093. The CM9 slide is only .90 inch wide and machined from solid 416 stainless slide with a matte ﬁnish, each gun is shipped with one 6 rd stainless steel magazine with a ﬂush baseplate. Magazines are USA made, plasma welded, tumbled to remove burrs and feature Wolff Gunsprings. The magazine catch in the polymer frame is all metal and will not wear out on the stainless steel magazine after extended use. Kahr offers the CM series at a great value price but did not compromise on the features, accuracy or reliability found in all Kahr pistols.

Factory: 130 Goddard Memorial Drive, Worcester, MA 01603 Sales & Service: 508-795-3919 / Fax: 508-795-7046 Web Address: www.kahr.com

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Model: CM9093 MSRP: $565.00

7 rd. Extended magazine optional

Made in the U.S.A.

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news briefs

Crosman Holds northeast Regional Field target Championship in new York Crosman Corporation knows how to cap off a summer. The company concluded the 2011 Northeast regional Field Target Championship (NrFTC) on sunday, July 10, after three days of competitive shooting across a variety of disciplines. Nearly 70 rifle shooters participated in WFTF, hunter, off hand, PCP, and spring Gun divisions. That saturday afternoon showcased the largest field target pistol match in more than 10 years. The event took place at Crosman’s headquarters in Bloomfield, New York. The event kicked off Friday, July 8, with competitors from across the country and Canada descending upon the Crosman corporate campus for a day of sighting in, touring the Crosman factory, shoot-

ing the new mAr177 and Benjamin rogue .357 air rifles, and competing in various events like the Quigley Bucket Challenge.

Pros and amateurs converge for fun shooting and friendly competition. Alongside professional field target shooters, amateurs were welcome to participate in “single day” shoots. Field target is unique to air-gunning; it involves targets

shaped as woodland animals such as squirrels, with a target area, referred to as the “kill zone,” that, when hit, causes the target to fall. Targets are placed in varying locations to replicate hunting situations. “Competitors enjoy the variety that field target offers, the challenge, and the disciplines that cater to everyone’s styles and preferences,” said mark deBoard, shooting services manager for Crosman. The Quigley event is based on the Tom selleck film Quigley Down Under, in which selleck’s character proves his shooting ability by hitting a bucket at an estimated 550 yards with his sharps rifle. For additional information about the NrFTC and Crosman products, visit crosman.com.

Ellett Brothers

Dealer Show

Jan. 5-7, 2012

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news briefs

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9 Million Bottles of 5-hour ENERGY sold per week.

It’s the brand consumers know and trust – and is an ideal product to add sales and proﬁts to your store.

Ask about our 3-Tier Racks

Streamlight Donates $109,000 to Breast Cancer Research Foundation

streamlight, a manufacturer of high-performance flashlights used by sportsmen, law enforcement officers and military personnel, recently donated $109,000 to the Breast Cancer research Foundation (BCrF), a not-for-profit organization dedicated to fighting breast cancer. To date, streamlight has donated nearly $230,000 to BCrF from the sales proceeds of its “pink” flashlight products, designed to raise awareness of the disease. “Breast cancer has such a devastating impact on so many American women and their families, and streamlight is proud to do its part to help raise money for a cure,” said Loring Grove, streamlight’s director of marketing, and a breast cancer survivor. streamlight introduced its pink Nano Light in 2009. The Nano includes a key fob that is branded with the iconic pink breast cancer ribbon symbol. In 2010, streamlight began offering a pink version of its 2AA ProPolymer flashlight. The company is donating $1 from every sale of the lights to BCrF. The American Cancer society reports that, among women, there were 207,090 new cases of invasive breast cancer and 39,840 deaths from the disease in 2010. The disease also affects men, with about 1,970 new cases of invasive breast cancer diagnosed in men, and 390 deaths from the disease during the same period. The Breast Cancer research Foundation, founded in 1993, is a not-forprofit organization with a mission to achieve prevention and a cure for breast cancer by providing critical funding for innovative clinical and genetic research as well as increasing public awareness about breast health. A minimum of 85 percent of all funds raised goes to breast cancer research grants and awareness programs. dealers should note that, while many companies have started to offer more products in pink—particularly in the last few years— not all are associated with breast cancer research and foundation donations. The pocket-size Nano Light is just one of the Streamlight products that has contributed to the company’s raising $230,000 to date for breast cancer research and awareness.

The perfect addition to any counter Email ShotBusiness@ﬁvehour.com with any questions or to have 5-hour ENERGY® at your location †THIS STATEMENT HAS NOT BEEN EVALUATED BY THE FOOD AND DRUG ADMINISTRATION. THIS PRODUCT IS NOT INTENDED TO DIAGNOSE,TREAT, CURE OR PREVENT ANY DISEASE.

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news briefs

Colt Defense Partners With new Reps to Grow the Brand and tout new Guns Colt Defense, which develops and manufactures rifles and carbines, announced a new partnership with three manufacturer representatives to meet the growing needs of law enforcement professionals, commercial distributors and dealers. Proactive Sales and Marketing, Jim Ferry and Associates, and Schueler, LaFond and Associates have been working with clients in both the public and private sectors since the summer. “Since 1836, Colt has welcomed its industry leadership position in developing long guns that meet or exceed the requirements of the military, law enforcement, hunters and sportsmen alike,” said David Ridley, vice president of Colt Defense. “We continue that tradition by taking the first of many steps in addressing the needs of today’s marketplace.” The manufacturer representatives will showcase Colt’s longstanding rifle product line, as well as drive Colt’s newest and most innovative products to the forefront

Colt Defense’s rifles are popular among military and tacticalshooting personnel, and will now be promoted by several new firms.

of the market. These new rifle products will include monolithic platforms, pistonoperated systems and multi-caliber, interchangeable platforms. “The product and industry expertise of our manufacturer representatives is unparalleled,” added Ridley. “Combined with

Colt’s industry leadership in product innovation, we are now more capable than ever to service the law enforcement community and the discerning commercial consumer.” Colt Defense maintains manufacturing facilities in West Hartford, Connecticut, and Kitchener, Ontario, Canada.

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news briefs

on the Move new and noteworthy hirings and promotions in the industry

Steven A. Giordano

Blaser recently announced that steven A. Giordano will join the company’s executive team as vice president of sales. Giordano, formerly with Aimpoint, will direct the u.s.- based sales team.

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Zeljka Hassler

swanson russell recently promoted Zeljka hassler to associate interactive art director. hassler, who has a master’s degree in marketing and advertising, first joined the agency in 2008 as an interactive designer.

Harold Philbrick

otis Technology recently promoted harold Philbrick to director of operations. Philbrick has been employed with otis for two years. Formerly the operations manager, he has also worked as an automotive supplier.

Kara Cordell

swanson russell recently hired Kara Cordell as an interactive project manager. A native of ord, Nebraska, Cordell received her bachelor’s degree in communications from hastings College in hastings, Nebraska.

Parrish Lewis

otis Technology recently welcomed Parrish Lewis as its new product development manager. Lewis’ background includes brand management, strategic positioning, and market research and analysis.

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news briefs

Built for Battle

eupold’s focus on product development has culminated in a new generation of tactical riflescopes that covers the entire spectrum of optics requirements, from close quarters to extended ranges, for sportsmen, military personnel and competitive shooters. This year hasn’t exactly been quiet at Leupold. In 2011, the Leupold Tactical Optics Division launched such innovative riflescopes as the Mark 4 6.5–20x50mm Extended Range/Tactical (ER/T) M5 Auto-Locking Adjustment model, the Mark 8 1.1–8x24mm CQBSS and the Mark 4 High Accuracy Multi-Range (HAMR). The U.S. Army chose the ER/T M5 AutoLocking Adjustment riflescope as the primary day optic for its newest sniper rifle, the XM2010. In addition, Leupold was recently contracted by the U.S. Marine Corps to supply the CQBSS for use with M2 heavy machine guns and MK19 grenade machine guns. The Marine Corps sight will carry the M521 designation. “Whatever the mission or application, we have an optic that will help achieve success on the battlefield or in precision shooting competitions,” said Kevin Trepa, vice president of Leupold’s tactical division. “Our next-generation riflescopes are the result of a concentrated product development program with the military over the past couple years, and we will continue our hard work to meet the requirements of our war fighters and civilian shooters alike.” The ER/T Auto-Locking Adjustment riflescope is specially designed and built with the military sniper in mind. It has an auto-locking elevation adjustment. This feature ensures that reticle adjustment is maintained during rough going and stressful conditions. Reticle options include the Horus H27 and H58, as well as Leupold’s Tactical Milling Reticle (TMR). The CQBSS is available with the new Horus H27D reticle or Leupold’s MilitaryTactical Milling Reticle (M-TMR). The M-TMR is designed to allow successful range estimation and target engagement with more flexibility than is generally possible with other reticle styles. Other recent developments in the Leupold Tactical line include the Mark 4 Close Quarters/Tactical (CQ/T) riflescope and the Mark 4 20–60x80mm spotting scope.

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shown with options

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news briefs

Mossberg introduces Five-Gun training Set for Hunter education Classes

ossberg & Sons now offers a set of non-functioning training firearms that includes the five types of firearm actions covered in the hunter education curriculums— pump-action shotgun, semi-automatic shotgun, break-action shotgun, bolt-action rifle and leveraction rifle. Each firearm in this set is clearly marked as non-functioning and features a blaze orange stock and forend to ensure safe, hands-on training. The training sets feature the Mossberg 500 pump-action shotgun, Mossberg 930 semi-automatic shotgun, Maverick Hunter over/under break-action shotgun, and the Mossberg 464 lever-action rifle—each with convenient, ambidextrous top-tang safeties—and the Mossberg International 802 Plinkster bolt-action rimfire rifle, with a cross-bolt safety. All models have rugged

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Hunter education classes are popular, beneficial, and a legal requirement for sportsmen in many states. As a result, Mossberg is helping out instructors by releasing a five-gun training set.

synthetic stocks and forends (with the exception of the lever-action, which features traditional hardwood). Each training firearm has the Mossberg logo on the stock, features a phosphate coating on the exposed metalwork to prevent rust and wear, and is brightly finished in blaze orange.

Reinforcing the message of safe gun handling, the words “non-functioning gun” are clearly engraved on the receiver. Each gun comes packed in an individual soft case; instructors have the option of purchasing the set with or without a rolling travel case. “For more than 90 years, Mossberg’s focus has been on building reliable and innovative firearms for sport and duty while never forgetting our responsibility to firearms safety,” said Iver Mossberg, CEO of Mossberg and Sons. “We are pleased to offer this five-gun training set, allowing students as part of their hunter education to learn safe gun-handling with actual firearms that have been disabled.” The Mossberg Five-Gun Training Set is available for $1,300. For instructors who want additional ease of transportation, a set with a rolling travel case is available for $1,500. For more information or to purchase a training set, dealers should contact Mossberg Law Enforcement Sales at conservation@ mossberg.com or 203-230-5300. Mossberg was founded in 1919, and is the oldest family-owned firearms manufacturer in America. Additionally, it is the largest pump-action shotgun manufacturer in the world. The company has more than 100 design and utility patents to its credit, and stands as the first ISO 9001 Certified long-gun manufacturer. In addition to firearms, the company makes a number of accessories, such as sights, magazines, shooting glasses and security locks, as well as performance apparel and hats in a number of different styles and fabrics to meet the needs of an expanding customer base.

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news briefs

SiG Sauer Ships First Whitetails 516 Rifles from Germany & Lightfield SIG Sauer, the largest member of a business group of firearms manufacturers that includes J.P. Sauer & Sohn, Blaser, and Swiss Arms, announced the first delivery of the SIG 516 rifles produced by the company’s Eckernförde, Germany, facility. “Demand from the worldwide market has prompted the need for additional manufacturing capacity,” said Ron Cohen, SIG Sauer president and CEO. “These rifles represent the next chapter in Eckernförde, Germany’s rich firearms history.” The SIG Sauer plant in Eckernförde is one of the most experienced firearms productions facilities in the world. Specifically, more than 250 years of industrial firearms manufacturing stand behind the 516 rifle. The SIG 516 Patrol models were first

off the line and featured a 16 hammerforged barrel, quad-rail forend and a collapsible buttstock. Based on the AR-15/M16 platform, the SIG 516 offers shooters refined reliability. A short-stroke gas pushrod system prevents carbon fouling and excess heat from ever The SIG reaching the cham516 Patrol ber, which improves comes with a functionality. A supported four-position gas extractor to valve allows operaenhance safety. tors to choose between normal gas flow, extra flow for adverse situations, a reduced flow to enhance suppressor use, and a complete gas cutoff for optimized suppression and accuracy. The 516 also has fully ambidextrous controls, making it equally usable by lefthanded shooters.

Whitetails unlimited, the nation’s leading nonprofit conservation organization benefiting whitetails, has named Lightfield Ammunition as its shotgun slug of choice. Founded in sturgeon Bay, Wisconsin, in 1982, Whitetails unlimited’s fundraising activities and cost-share partnerships have generated more than $50 million in support of educational programs and habitat conservation. “I’m delighted with this new relationship,” said Pete Gerl, executive director of Whitetails unlimited, which has a membership of more than 80,000 nationwide. “We are very happy to name Lightfield our slug of choice here at WTu.”

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B Y L A W R E N C E G . K E A N E , N S S F S R . V. P. A N D G E N E R A L C O U N S E L

U P D AT E

FROM THE NSSF

NSSF PAC Is Gearing Up

Support directed at favorable candidates

iven the NSSF’s role as the trade association for America’s firearms and ammunition industry, we take very seriously threats to restrict the lawful commerce of firearms and/or the Second Amendment rights of law-abiding Americans. The responsibility that the NSSF has to safeguard our industry from attack is in large part what led to the founding of the NSSF PAC less than two years ago. The PAC is a necessary protection that has become all the more important as threats to industry continue to surface. For example, it has been well documented that anti-gun politicians are exploring new ways to advance their gun-control agenda should they continue in office, and New York mayor Mike Bloomberg and the Mayors Against Illegal Guns (MAIG) coalition are already preparing their next assault on our firearms freedoms. The federal elections in 2012 will be critical to our industry, and the year itself promises to be loaded with new challenges and opportunities. We’ve already seen firsthand how the NSSF governmentrelations team has been able to take full advantage of the current pro-gun, pro– Second Amendment climate in Congress in order to advance important industry initiatives. From the passage of excise-tax-

confront are very real. These threats also rise to the highest levels. Consider: According to Sarah Brady, founder of the Brady Campaign to Prevent Gun Violence, the President himself told her, “I just want you to know that we are working on it [gun control]. We have to reform legislation to the introduction of go through a few processes, but under the the Hunting, Fishing and Recreational radar.” Shooting Protection Act, aimed at safeThis comment was quickly followed up guarding traditional ammunition, the by a statement from leading gun-control NSSF PAC has indeed started out with a advocate Rep. Carolyn McCarthy (D-NY), bang. Now our sights are set on getting who noted, “I have spoken to the more NSSF PAC–endorsed candidates President. He is with me on [gun control], elected to the House and Senate. and it’s just going to be when that opporThe legislative, regulatory and judicial tunity comes forward that we’re going to threats the NSSF PAC was designed to be able to go forward.” These statements cannot be ignored. Next year’s 2012 elections The federal elections could result in seismic changes to our nation’s economy and legislaof 2012 will be critical tive and regulatory priorities. To this end, the NSSF PAC will not to our industry, and merely monitor the political landscape, but actively engage in the the year itself promises political process. Make no misto be loaded with take: Through the NSSF PAC, the voice of industry and sportsmen new challenges and will continue to grow stronger. To learn more about the NSSF opportunities. Through PAC, please visit nssfpac.org.

the NSSF PAC, the voice of the industry will grow stronger.

Lawrence G. Keane

Senior Vice President & General Counsel, NSSF

OCTOBER/NOVEMBER 2011 ❚ SHOT BUSINESS ❚ 15

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U P D AT E

College Shooting Programs Eligible for NSSF Assistance

n just two years, the Collegiate Shooting Sports Initiative (CSSI), developed by the National Shooting Sports Foundation, has awarded more than $300,000 to 40 colleges to help establish, expand and sustain shooting clubs and teams. The NSSF wants to add to that support. This school year, the NSSF will make a total of $300,000 in funding available to colleges. Grant applications are available at nssf.org/CSSI/grants. “We’re seeing that college students are eager to participate in the shooting sports, if given the opportunity,” said Zach Snow, NSSF manager of shooting promotions. Schools that have received CSSI grants include Harvard, Yale, Clemson, Colorado State, University of Arkansas-Fort Smith, Fort Hayes State, Stetson College, Jacksonville University and the University of Vermont. CSSI grant-supported programs have helped double participation at the ACUI Intercollegiate Clay Target Championship over the last three years. The 2011 championships featured 439 students representing 50 schools. While competition attracts one type of student, recreational target shooting draws students who want an introduction to the shooting sports and firearms safety. NSSF grants are helping to

establish these cam- Schools that have received CSSI pus-organized clubs. grants include Harvard and Yale. Such widespread interest prompted the NSSF to develop its “How to Start a Club” resource guide. The document is filled with helpful advice on starting both competitive teams and recreational shooting clubs, and includes samples of membership forms and club bylaws. The NSSF’s Collegiate Shooting Sports Initiative is closely allied with the Scholastic Clay Target Program, which was founded by the NSSF and is now administered by the Scholastic Shooting Sports Foundation. Anyone interested in starting or strengthening a college shotgun, rifle or pistol team or club can find resources and grant opportunities at nssf.org/college.

Firearms Industry Suit, Injunction Request Challenges ATF Authority

The NSSF filed a lawsuit challenging the legal authority of the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), under the Gun Control Act, to compel 8,500 federally licensed firearms retailers in Arizona, California, New Mexico and Texas to report the sale of two or more rifles. Specifically, the regulation calls for reporting multiple sales of any semi-automatic rifle larger than .22 caliber and capable of accepting a detachable magazine that is purchased following an FBI background check by the same individual within five consecutive business days. The NSSF’s lawsuit, filed in the U.S. District Court for the District of Columbia, and a subsequent motion filed in the same court,

The NSSF filed a lawsuit challenging the legal authority of the ATF to compel 8,500 federally licensed firearms retailers to report the sale of two or more semiautomatic rifles. seeks an injunction to block the ATF from implementing the reporting requirement. The ATF has sent “demand letters” to firearms retailers in the four states. NSSF senior vice president and general counsel Lawrence G. Keane pointed out that if the ATF can require this record-keeping and reporting requirement of law-

abiding retailers in these four states simply by sending a letter demanding the information, then there is no record or report the ATF cannot require of any licensee, anywhere in the country, for as long as the ATF wishes. “This is the proverbial ‘slippery slope,’ and our industry is extremely concerned about it,” said Keane.

16 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2011

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Shooting Ranges Receive NSSF Grants

ith interest in target shooting and owning firearms for home and personal defense growing nationwide, the need for top-notch shooting ranges has never been greater. Recognizing this, the National Shooting Sports Foundation has awarded $435,000 in grants to 22 ranges to develop programs that put more people on the firing line. The NSSF Range Grant Program assists qualifying shooting ranges in their efforts to introduce newcomers, re-activate lapsed shooters and encourage active shooters to try another shooting discipline, and to promote the enjoyment of the shooting sports to people of all ages. Projects such as physical improvements to facilities not essential to the operation of the range are not eligible for grants. “We saw a lot of growth in the applications for range grants this year,” said Melissa Schilling, NSSF manager of recruitment

and retention. “We believe range operators nationwide are beginning to understand what a great opportunity this is to help get an idea that will be good for their

The NSSF has awarded $435,000 in grants.

businesses and the shooting sports off the ground.” The NSSF received 64 proposals, requesting $2.8 million in grants—an all-

time high for the program. Launched in 2008, the NSSF Range Grant Program has awarded funding to 46 ranges, totaling $1.17 million to date. Schilling explained that a priority of the program is to highlight “models of success,” so that grant-assisted initiatives that have been successful at the piloting range can be adopted by other facilities to build more participation, customers and profits. Case studies of programs that have received funding in prior years are available for review at nssf.org/shooting/grants.

Key Sponsorships Announced for SHOT Show The Outdoor Channel has signed on as a Pinnacle-level sponsor for the 2012 SHOT Show, and GunBroker.com has agreed to become the exclusive sponsor of the NSSF Member Lounge and Business Center. The Outdoor Channel’s sponsorship includes being the official title sponsor of the NSSF’s State of the Industry Event; badge holders, and information and navigation stations; plus signage, advertising and celebrity autograph advantages. With GunBroker.com’s sponsorship, NSSF members will find free wireless ser-

vice along with many other amenities in the NSSF Member Lounge and Business Center, which serves as a relaxing place for members to take a break from the show floor, grab lunch, network and conduct business. “We are appreciative of our relationship with these two companies,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. “Their investments further demonstrate the commitment of the Outdoor Channel and GunBroker.com to support our industry and its trade show in a major way.”

SAAMI Hires Industry Veteran The Sporting Arms and Ammunition Manufacturers’ Institute (SAAMI) has named Randy Bimson as its new technical advisor and director of technical affairs. A 35-year industry veteran, Bimson was instrumental in creating and managing Brownells’ factory OEM gun parts division, and served as gunsmithing products division manager at MidwayUSA and as president and managing director of NorthWest Ballistic Imports (1976) Ltd. Most recently, he served as senior technical advisor for Beretta USA. “The role of technical advisor requires the technical knowledge and attention to detail of a top-notch engineer, great management skills, the social skills of a diplomat and a working knowledge of law thrown in for good measure,” said Rick Patterson, SAAMI managing director. “We are very pleased to have Randy aboard. His knowledge and years of experience will help ensure SAAMI’s technical work remains second to none, and that it continues in the SAAMI tradition of excellence.” In his position, Bimson will manage all activities of the SAAMI Technical Office. He succeeds Ken Green, who recently retired after serving as SAAMI’s technical advisor and director of technical affairs for the past 16 years.

© 2011 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permission. All other company and product names are trademarks or registered trademarks of their respective owners.

OCTOBER/NOVEMBER 2011 ❚ SHOT BUSINESS ❚ 17

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NSSF DELIVERS VALUE SHOT SHOW UNIVERSITY

Every year the official opening of the exhibits at the SHOT Show is preceded by a day of valuable sessions, meals allowing networking and conversations with the presenters, and a concluding reception. This event, called SHOT Show University, is offered for a very reasonable tuition, which is even lower for NSSF members. The 2012 SHOT Show University, with a theme of “Retail Is Detail,” will occur on Monday, January 16, at the site of the SHOT Show in Las Vegas. To learn even more about SHOT Show University, visit shotshow.org—but first read the comments from a veteran firearms retailer and perennial SHOT Show University attendee.

ONE MEMBER’S EXPERIENCE Member: Joe Keffer, owner Business: The Sportsman’s Shop New Holland, Pennsylvania Description of Business: “Our store was started in 1954, and we purchased it from that founding family in 1992. At that time it was primarily a hunting and fishing shop, but we have transitioned our 5,000-square-foot facility into a full-line shooting shop with an offering as a Class III dealer that is probably about 40 percent hunting and 60 Joe Keffer percent personal defense and tactical. We have a full-time gunsmith on the premises, and we are exploring the idea of building a range.” Experience with SHOT Show University: “I’ve probably been attending SHOT Show University for a half dozen years, and I will continue to go back. The content has always been timely and relevant to the firearms retailer’s activities and needs. The sessions are often put on by progressive dealers, and hearing from people that actually are out there doing what I’m doing adds credibility to the sessions. These ‘real-life presenters’ have been very approachable after the sessions, whether it was at meals, the reception or even after I got back to my store. SHOT Show University gives me a much broader view of the marketplace and what we can do that’s new. To get all that information in a day cannot be duplicated anywhere.” Value of NSSF Membership: “Through my involvement in the NSSF, we have also become involved in our state firearms retailer association, for which I now serve as president. With the support of the NSSF, we have been able to resolve many of our state issues. Furthermore, a number of resources—such as the Custom Market Report, other literature and manuals, and the ‘Don’t Lie for the Other Guy’ retailer kit—have all been invaluable in running and expanding our business.”

Interested in NSSF Membership? Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, it’s more than a sport: It’s a way of life. Join the more than 6,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or bswann@nssf.org.

WWW.NSSF.ORG 18 • SHOT BUSINESS • MONTH 2010

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B Y B E T T YJ A N E S W A N N , D I R E C T O R , M E M B E R S E R V I C E S

U P D AT E

YO U S H O U L D K N O W

Top 10 Reasons to Join the NSSF One industry, one voice

s member services director for the National Shooting Sports Foundation, naturally I’m often asked the question, “Why should I join the NSSF?”

I could fill the pages of this magazine with examples of what the NSSF does for our industry on a day-to-day basis, but I’ll narrow it down to my top 10 reasons that all businesses in our industry need to be a part of the NSSF.

online library of materials and also receive the NSSF’s quarterly magazine for shooting facilities, The Range Report.

1everyTheoneNSSFof itsis working on behalf of 6,000-plus members every

the red carpet for its members at the SHOT Show. Members receive discounted booth space, five extra booth-priority points when exhibiting, early notification on registration and hotel accommodations, access to the NSSF Member Lounge and Member Business Center, and more.

IT’S YOUR TRADE ASSOCIATION.

day to strengthen our industry. Our membership is made up of a diverse group of businesses—retailers, ranges, manufacturers, distributors and more. The NSSF is the unified voice of our entire industry.

5 As the owner of the industry’s largest trade show, the NSSF rolls out VIP TREATMENT AT THE SHOT SHOW.

6 The NSSF is at the forefront of the digital age and is quick to alert its memTIMELY INDUSTRY UPDATES.

THE NSSF FIGHTS FOR YOU. The

NSSF stands in defense of every segment of our industry on Capitol Hill and in state capitols nationwide. Over the past 10 years, the Foundation has grown its government-relations efforts immensely, resulting in many key legislative successes for our industry.

3 The NSSF membership supports a wide variety of programs and

CREATING NEW SHOOTERS AND HUNTERS.

efforts aimed at creating and retaining shooters and hunters. From the widely successful First Shots program to providing college students and shooting ranges with grant opportunities, the NSSF is making a huge impact in bringing new people into our sports.

bers of threats to our industry and our

As the 9 voice of our industry, the NSSF is working constantly to educate the public EDUCATING THE MASSES.

and the media on a variety issues. From modern sporting rifles to traditional ammunition, the NSSF is communicating the facts to the masses.

The NSSF stands in defense of every segment of our industry on Capitol Hill. sports. Among the NSSF’s digital offerings is the weekly e-newsletter “Bullet Points,” a roundup of industry issues that is distributed to all of our members. The NSSF recognizes 7 the opportunity to deliver even greater value to its members by providing reliRESEARCH.

4 The NSSF has a huge library of resources for its members.

able industry research and analysis. By utilizing the Foundation’s detailed reports, NSSF members can make better management decisions, resulting in greater success for their organizations.

For example, firearms retailers can take advantage of printed guides, webinars and videos created specifically for their businesses. Ranges can take advantage of an

8 The NSSF’s award-winning communica-

RESOURCES EXCLUSIVE TO YOUR BUSINESS.

tions team works 24/7 on behalf of our industry to further our mission to promote, protect and preserve hunting and the shooting sports. Besides attracting the world’s largest gathering of outdoor media to the SHOT Show each year, the NSSF uses multiple communication platforms to educate, inform and persuade today’s key audiences on the industry’s behalf.

FAR-REACHING COMMUNICATIONS AND MEDIA RELATIONS.

DISCOUNTS AND BENEFITS.

In addition to getting the support of all of the above, NSSF members receive a slew of discounts and benefits. Included are discounts on point-of-sale software, shipping needs, property and casualty insurance, research and literature, employee background checks, creditcard processing, security systems and display cases. If you aren’t yet a member of the NSSF, please join today. With more than 6,000 members, our industry’s voice is strong. Help us make it that much stronger. Together, we are the voice of the industry. Learn more and become a member today at nssfmembership.com. OCTOBER/NOVEMBER 2011 ❚ SHOT BUSINESS ❚ 19

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AT F Q & A

An Abbreviated Matter The “when” and “which” for state abbreviations Line 2 of Form 4473 states that U.S. Postal abbreviations are accepted. Are state abbreviations also accepted on Lines 3, 13 and 19? If so, does it matter whether it is in postal format (e.g., MS) or Associated Press style (e.g., Miss.)?

27 CFR 478.124(c)(1) and the Notices, Instructions and Definitions on pages three through six of the Form 4473 do not specifically address whether postal abbreviations can be used in Blocks 3, 13 and 19. It is the responsibility of the licensee to obtain a Form 4473 from the transferee with complete and accurate answers in Section A. This includes obtaining a Form 4473 with recognizable and interpretable state abbreviations. The use of abbreviations is permissible throughout the form, where applicable. However, the ATF recommends that standard U.S. Postal abbreviations are used for all relevant blocks of the ATF F 4473. [27 CFR 478.124(c)(1)]

I have a customer who has commissioned me to special-order a firearm I do not have in stock. By special-ordering the gun I will be invoiced, and the firearm will become part of my inventory when it arrives at my business premises. To prevent the possibility of not being able to sell it to this customer if he does not pass the NICS check, may I conduct a NICS inquiry at the time that he orders the firearm?

The licensee may conduct the NICS check only after the transferee (buyer) has completed Section A of the ATF F 4473, including signing question 16 and indicating the date of certification in question 17.

Is it unlawful to sell a Saiga rifle that comes with a 10-round magazine and includes a larger-capacity magazine with

the sale in a state where such a magazine is legal?

It is unlawful for any person to assemble from imported parts any semi-automatic rifle or any shotgun that is identical to any rifle or shotgun prohibited from importation under section 925(d)(3) of this chapter as not being particularly suitable for or readily adaptable to sporting purposes except that this subsection shall not apply to: the assembly of any such rifle or shotgun for sale or distribution by a licensed manufacturer to the

Someone with whom I am acquainted wishes to buy a firearm. I know that during his divorce proceeding, a restraining order was placed against him. He has checked “No” to Question 11h (“Are you subject to a court order restraining you from harassing, stalking or threatening your child or an intimate partner or child of such partner?”) and explains to me that after the settlement, the order was lifted. Should I ask for written corroboration?

May we as an FFL use a customer’s name and address information from Form 4473 for our advertisement mailing? We would not be selling the information or otherwise distributing it in any form, but, rather, simply sending a postcard about an upcoming gun-safe sale.

q A

The information and certification on the ATF Form 4473 Firearms Transaction Record are designed so that an FFL may determine if he or she may lawfully sell or deliver a

firearm to the person identified in Section A (transferee/purchaser). The form should only be used for sales or transfers of firearms. We suggest that the FFL seek private legal counsel to inquire about privacy issues and lawful marketing practices.

United States or any department or agency thereof or to any state or any department, agency or political subdivision thereof; or the assembly of any such rifle or shotgun for the purposes of testing or experimentation authorized by the Attorney General. The installation of the larger-capacity magazine would be assembling a rifle that is nonimportable under 925(d)(3) as being nonsporting. If the rifle does not contain more than 10 of the listed imported parts, its assembly is not prohibited under 18 U.S.C. section 922(r). Refer to the parts listed under 478.39 to determine the number of imported parts of the particular Saiga rifle you possess. [18 U.S.C. 922(r) & 27 CFR 478.39]

Generally, if the Federal Firearms Licensee (FFL) has reasonable cause to believe that the transferee is disqualified by law (e.g., subject to a restraining order), the FFL may not complete the transaction. However, if the purchaser provides documentation showing the FFL that such order was lifted, the FFL may transfer the firearm. The FFL needs to be aware that he or she may be held liable (administratively/criminally) if the purchaser indeed was prohibited from receiving and possessing such a firearm. Also, the purchaser needs to be advised that any information (including supplemental documents) is subject to penalties of perjury.

20 ❚ Shot BuSineSS ❚ october/november 2011

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FyI

by scoTT besTul

Watchin’ Your Goods

Proper security can prevent everything from a robbery to shoplifting. Here’s how to formulate a plan

ecurity is important for the owner of any retail store. But gun-shop owners may face an even greater risk, due to the nature of their inventory and the amount of money (real or perceived) they deal with. In the next two installments of FYI, we’ll take a look at security measures taken by some of the country’s most successful and established businesses. Perhaps their advice will give you some ideas on how to protect your investment in a better—and, hopefully, more economical—fashion. This issue we’ll examine outside (or perimeter) security; next month we’ll move inside the store. “Mention ‘store security’ to most people, and they immediately think of the inside of the shop,” says Miles Hall, owner of H&H Shooting Sports in Tulsa, Oklahoma. “But a complete plan starts with the outside of the store.” Hall isn’t joking; H&H is a 71,000-square-foot facility that stocks 7 million dollars’ worth of inventory, and he has literally had people drive trucks against the building trying to break in (a comical tale I wish I had the space to relate). “One of the challenges of any security plan is your ability to walk a fine line between letting people know your place is protected and going overboard and losing the inviting, friendly appearance that draws customers through the door,” Hall says. “The exterior of the shop is obviously where this all starts. I like to take a walk around the outside of the store from time to time, looking at it with a customer’s eyes. I want a crook to think I’m as secure as possible, but I don’t want a newcomer to think the place is a jail.” Exterior doors are an obvious place to make a good, strong first impression. “I’ve shied away from the roll-up doors or barred exits,” Hall says. “They’re obviously good protection against a smash-and-grab, but they surely aren’t attractive. Years ago, we found a welder who was basically an artist with metal. He made us a heavy door cover in a

starburst pattern that maintains security but still looks really nice. You can get the same kind of cover these days for a fraction of the cost. They laser-cut them and they’re nice-looking but still strong.” Hall has installed window coverings that serve a similar purpose. “They’re basically a Mylar covering that’s nearly unbreakable,” he says. “They extend to within six inches of the window frame, let in plenty of light and look nice; we have the H&H logo in Mylar over them. There’s a wall inset behind the window that ensures that even if you bust through a window, you don’t get into the shop.” Lighting is another factor of a well-designed security perimeter. “Dark invites danger,” Hall says.

Miles Hall, at H&H Shooting Sports, says the object is to protect the store without losing the inviting appearance that attracts customers.

“The thing to remember about crooks is that they don’t want to get caught. Lights expose them to identification and won’t let them work undetected. Not only does generous outside lighting discourage breakins, but I believe it helps us present a nice appearance. I firmly believe that you’re selling your store 24/7, and lights keep things looking nice.” As noted, H&H has survived a full frontal assault by a vehicle, so Hall doesn’t hesitate to protect the structure in formidable ways. “We’d had steel bulwarks in place that prevented vehicles from approaching too close to the building,” he says. “We’ve since replaced them with landscaping boulders that actually do a better job and add to the outside appearance of the store.” Finally, Hall stresses that a store’s interior isn’t the only place for security cameras. “We have a very elaborate system that not only captures action outside the store, but records it,” he says. “We have a total of 10 outside cameras. And the really good news about cameras is that they’re smaller, better and cheaper than ever.”

Remote Surveillance Miles Hall insists that cameras are an integral component in store security. He also takes things a step further, using a system that allows him to check his cameras using his smart phone from anywhere in the world. Sound prohibitively expensive? A quick browse on the Internet revealed a four-camera system with exactly such capability for $750. That includes a 500GB DVR, four weatherproof cameras and all the mounting and installation gear you need. The unit will record two years’ worth of material, and you can access it from a remote computer for free.

22 ❚ Shot BuSineSS ❚ october/november 2011

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part·ner noun \ (pärt-ner also pärd)

a. one that shares b. one associated with another…especially in an action c. a member of a partnership…especially in a business

This partnership is well beyond the standard vendor-dealer dynamic. In Brunton country, this is a handshake that means “we’ve got your back”…looking out for your business and your customer with the most comprehensive support program in the industry. Our Full-Line Partners have the confidence of knowing that they’ll be featuring items like our new Icon Series Optics exclusively, their margins are protected and unprecedented among industry standards, and the dedicated attention they receive from Brunton Hunting is unmatched. Become a Full-Line Partner today and receive an initial incentive of over $6,000 worth of product and merchandising support, and let’s hit the trail together. For more information call 307-857-4777 or email partner@bruntongroup.com

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Riverton, Wyoming, USA www.bruntonhunting.com

7/5/11 11:41 AM

FIRING LINE

B Y P H I L B O U R J A I LY

Dropping the Hammer The Smith & Wesson Pro Series Model 627 in .357 Magnum works in the ﬁeld and in the home

hen a prospective handgunner comes into your shop asking for one gun that will do it all, a .357 Magnum revolver is a great option. A novice myself, I had the opportunity to try a number of revolvers on a visit to Smith & Wesson last year, as I looked for a first hunting handgun. A smooth-shooting Pro Series Model 627 won out over bigger bores and came home with me. A large-frame, high-capacity revolver chambered for .357 Magnum, the 627 has the versatility to go from the range to the woods to your nightstand. The 627 is built on S&W’s N-frame—the same Smith & Wesson’s Pro Series Model 627 in .357 Magnum is an ideal choice for close-range big-game hunting as well as selfdefense.

sturdy frame as the iconic 629 .44 Magnum—making it a hand-filling revolver, weighing almost 3 pounds (with a 4-inch barrel). The dull stainless-steel 627 comes standard with that 4-inch barrel sculpted with flattened slab sides and tipped with a red-beaded front sight. It has a round butt covered with a Hogue rubber grip. It looks both utilitarian and handsome at the same time. Granted, the popular L-framed S&W 686 may be better as strictly a hunting gun, since it comes with a 6-inch barrel for slightly higher velocities. However, buyers looking for a crossover piece for hunting and home defense might want more than the six shots of a standard revolver. The words “.357 Mag—8 Times” stamped on the side of the 627’s barrel make a no-nonsense statement about this gun’s serious firepower.

Why a .357? As you explain the advantages of the 627, you will have to able to answer the question, “Why a .357?” After all, the .357 dates to 1934, and has been superseded by more powerful car-

Selling Tips Before you get down to selling a curious customer a handgun, you may have to sell him on the idea of hunting with one. Be ready to explain that handgun hunting with well-chosen bullets is effective, and it brings the close-range excitement of archery to a gun hunt. Economy matters these days. Stock 250-round bulk packs of .38 Special ammo, which make shooting a .357 a very affordable, low-recoil experience. Finally, the 627 is also a good choice for home defense.

tridges. However, the .357 can still lay claim to being the most practical, and versatile, of handguns. It combines adequate power with moderate recoil, and it can fire .38 Special and .38 Special +P ammunition. (It does not shoot the rarely seen .357 Maximum.) You can load it with a wide range of ammunition, from cheap plinking ammo to potent self-defense and hunting loads. The availability of 250-round bulk packs of inexpensive, lightkicking .38 ammunition makes it a near-perfect gun for beginners.

Clean Break With a Burris FastFire II sight mounted in place of the rear sight, my 627 was easy to hit with. The mild recoil of the .38 ammo, combined with the 627’s heft and its clean, single-action 4-pound 5-ounce trigger, made it a pleasure to shoot. By the time deer season opened, I could hit an 8-inch circle at 40 yards—exactly the range at which I wound up shooting a big corn-fed doe, a deer that ran all of 30 yards after being shot through the heart with a 140-grain bullet. There is, however, a limit to the 627’s versatility. Though there are carry holsters available for N-frame revolvers, it is a bulky carry weapon. If you want to hunt larger game, you will want a bigger caliber. The best feature of a .357 revolver is that its combination of power and shootability make it a great gun with which to hook a newcomer into handgunning, as it did me. Having spent a season with the 627, I know there will always be a place for it in my gun collection— and now I want more handguns, too. So will your customers. The 627 comes in a standard 4-inch-barrel version (SRP: $969) and a tuned 5-inch-barrel “Performance Center” model for $1,249. (800-3310852; smith-wesson.com)

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We don’t assemble. We don’t bring parts in. We don’t rely on outside vendors. And we certainly don’t use any component we can’t trust. That’s why each and every Taurus is made using parts we manufactured in our 100% state-of-the-art integrated ﬁrearms plant to ensure the highest performance, reliability and accuracy. No other ﬁrearm company can say that. If precision counts for you, you should count on a Taurus. ENGINEERING THE ADVANTAGE.

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9/1/11 10:44 AM

undercover shopper

Duck, Duck, Goose!

Where can an all-weather waterfowler ﬁnd a durable and reliable shotgun in Portland, Oregon?

nder the guise of a lapsed waterfowler who wanted to take it up again after many years, I scoured Portland, Oregon, in search of a new shotgun appropriate for the demanding sport. I told each salesperson that a pump-action had served as an allpurpose scattergun for the last 15 years, and said I was leaning toward a semi-auto, but was open to suggestions.

Store A At my first stop, a big-box retailer offering everything from toys to electronics, I patiently stood at the counter while two employees discussed the unfairness of having a dress code at work and excessive scheduling conflicts. After several minutes of waiting patiently by the glass countertop, peering first at encased firearms on the other side and then toward the grumbling saleswomen, the co-workers finally broke from their wailing about the woes of the 40-hour workweek. One finally meandered in my direction, dusting the glass countertops. She then looked at me and said, “Oh, do you need help?” I held my breath and asked her about a

gun for duck and goose hunting. “I’ve been in the sporting-goods department for a year and a half, and I don’t hunt, fish or camp,” she informed me. (I wasn’t surprised.) “I don’t know why they put me back here.” That pretty much summed up the visit. To her credit, the shop clerk did know the difference between a pump and semi-auto, but that’s about as far as her knowledge went. She said the Mossberg Maverick 88 was their most popular gun, but that they didn’t have one in stock. Instead, she referred me to the company website, where I could choose and order from a wide selection. I thanked her for her time, bought my son a Hot Wheels race car— of which there was a very good selection—and left.

Store B With the bar set mighty low, I went to the next shop, which had signs outside reading “Oregon’s largest selection and inventory” and “If we don’t have it, you don’t need it!” Indeed, the shop had a wide array of not only shotguns—of which there were approximately 60 new and used to choose from—but also MSRs, handguns, rifles and accessories. After I’d spent just a couple of moments perusing shotguns, a clerk asked if he could help me. He was very attentive and showed me a range of semi-autos as well as pumps. At one time I had more than six shotguns on the counter that I was shouldering, and the clerk took me through the pros and cons of each—as well as the price range. Although fair regard was given to other makes, including a newly consigned Weatherby available for $460, two of Benelli’s guns—the Vinci and the Super Vinci—were pushed pretty hard. When the local rep walked in, I knew why they were favored. Even though the clerk’s opinion was biased, the extra attention and information was appreciated.

My faith restored in the Rose City’s armory, my next stop had taxidermy mounts on the walls, Filson clothes on the rack and two yellow Labs cruising the floor. I liked this place: It at once had an upscale ambiance but also radiated a comfortable outdoorsman’s vibe. Glass cases contained handguns and accessories, while shotguns and rifles stood at attention behind the counter. Several large gun safes and racks of product served to form aisles, allowing customers to move systematically through the store in search of desired items. The customers seemed

pixel pushers

Store C

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undercover shopper to be regulars; they knew the names of the staff and the staff knew them as well. The clerk’s attention was friendly and knowledgeable without over-selling any one product. Within the limited stock of used shotguns were two “highly recommended” Benellis, the Vinci and the Super Black Eagle II. The latter, he said, would be the choice if I felt the absolute need to shoot 3½-inch shells. “If you want the duck gun, that’s the one to get,” he said. “That’s the one the Duck Commander— you know that scary dude on TV—shoots.” Although restricted in the number of guns in hand, all were in very good condition and priced appropriately. The salesman was knowledgeable, not only about the product he was selling, but about the

finer differences between 3- and 3½-inch shells when it came to pellet loads, and whether a shooter might actually need (or benefit from) the larger loads.

Store D I nearly missed this store, which was tucked into the back corner of a strip mall. After talking with one of the guys behind the counter, I realized it probably wouldn’t have been much of a loss. The clerk was quick to help, but his assistance wasn’t very informative. “What’s your favorite brand? Because that’s the one you should get. It doesn’t really matter with shotguns,” he said. With no real opinion or knowledge on brand differences, barrel length, recoil sys-

tems or much else, he just started pulling the used guns off the rack and reading the tags for model names and prices. At one point, he even suggested a 22-inch selfdefense gun, before slowly retracting the thought. The vast majority of shotguns lining the wall-length rack were in less-thanideal shape, and many showed the wear and tear of years of use and misuse. Not more than two constituted a firearm I’d want to sink several hundred dollars into or trust to withstand the harsh conditions found in waterfowl marshes. The guy did say that while they had 40 or so used shotguns on hand, they also had two other store locations they could draw stock from. Plus, they could order anything new if I had a specific model in mind.

how’d they Do? Customer Service

Product Knowledge

Product Availability

slow to help, she gets one star for honesty and trying to accommodate my needs to the best of her ability.

she knew the difference between a pump-action and semi-auto. That’s where it ended.

Only 12 guns were on hand in various gauges, from .410 to 12-gauge; “hundreds” were available online, supposedly.

A short wait, but the clerk stayed with me even when a scheduled appointment was waiting. Made calls to check on the price of a consigned gun.

understood how barrel length affects shot distances and took me through the pros and cons of each gun, including breakdown and after-factory accessories.

More than 60 new and used shotguns at various price points complemented the selection of Msrs, handguns, rifles and accessories.

Friendly, attentive and no-pressure.

Discussed recoil systems and getting the best bang for your buck.

Fewer than 20 new and used guns were on hand, but they could special-order anything needed.

Quick to help and friendly; there was no rush or push.

No real opinion or knowledge on what a duck or goose hunter would need; seemingly lumped all shotgun activities into one big group.

Nearly 40 shotguns were on the rack, all used and consigned guns—some very well worn. They could special-order to meet my needs, however.

store

SCorinG SyStem: Outstanding:

Very Good:

Average:

Winner: store

head and shoulders above the rest. This is the type of store that you would not only feel comfortable buying a new or, even more important, used gun from, but also an establishment that you would return to year after year when seeking advice, accessories and problemsolving. Keith’s Sporting Goods 1595 e. powell Blvd. Gresham, Or 97030 503-492-6999

Fair:

poor:

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SR1911™ | .45 Auto

LC9™ | 9mm Luger

2011 Handgun of the Year

SR40c™ | .40 S&W

Gunsite Scout Rifle | .308 Win.

2011 Rifle of the Year

SR-556E™ 5.56mm NATO/.223 Rem.

77/357™ | .357 Mag.

RUGER DISTRIBUTORS: ALABAMA Bangers L.P. (Birmingham), 800-226-4377 ALASKA V.F. Grace, Inc. (Anchorage), 907-272-6431 ARIZONA Davidson’s (Prescott), 800-367-4867 CALIFORNIA AcuSport Corporation (Roseville), 800-543-3150 AWR Sports* (Fresno), 800-545-5654 Ellett Brothers LLC (Granite Bay) 800-845-3711

GEORGIA AcuSport Corporation (Duluth), 800-543-3150 ILLINOIS Williams Shooters Supply, Inc. (Quincy), 217-222-4195 Zanders Sporting Goods (Baldwin), 800-851-4373 KANSAS Simmons Gun Specialties, Inc. (Spring Hill), 800-444-0220 LOUISIANA Lipsey’s LLC (Baton Rouge), 800-666-1333 Sports South, Inc. (Shreveport), 800-388-3845

MASSACHUSETTS Camfour, Inc. (Westfield), 800-347-3276 M I N N E S O TA CSI Sports LLC (Sauk Rapids), 800-328-7087 AcuSport Corporation (Waite Park), 800-543-3150 Bill Hick’s & Co., Ltd. (Plymouth), 800-223-0702 M O N TA N A AcuSport Corporation (Billings), 800-543-3150 MT Sports LLC (Billings), 800-243-1610 N E VA DA Ellett Brothers LLC (Reno), 800-845-3711

NORTH CAROLINA Henry’s LLC (Morehead City), 800-545-5654 OHIO AcuSport Corporation (Bellefontaine), 800-543-3150 Ellett Brothers LLC (Lakeview), 800-845-3711 Outdoor Sports Hdqtrs., Inc. (Dayton), 800-444-6744 W. L. Baumler (Lorain), 800-321-2501 OREGON All-Sports* (Clackamas), 800-545-5654

P E N N S Y LV A N I A AcuSport Corporation (Morgantown), 800-543-3150 Ellett Brothers LLC (Downingtown), 800-845-3711 Jerry’s Sport Center (Jenkins Township), 800-234-2612 SOUTH CAROLINA Ellett Brothers LLC (Chapin), 800-845-3711 TEXAS L.M. Burney Distributors LLC (Waco), 800-737-3006 Hill Country Wholesale, Inc (Pflugerville), 800-777-2666 AcuSport Corporation (Arlington), 800-543-3150 * Parts and Accessories Only

FOR MORE INFORMATION, CALL YOUR RUGER DISTRIBUTOR TODAY.

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BN_036597_SHB1111.indd 1

TO BENEFIT THE NRA 090711

9/13/11 9:39 AM

SHOOTING, HUNTING & OUTDOOR TRADE

It’ a VARIED MARKET, and the PROPER PRODUCT MIX is the key It’s to SUCCESS. It’s also one product area in which recession-weary consumers willingly part with their cash. BY CHRIS CHRISTIAN

SELLING

PERSONAL E

ffective marketing will bring customers through your doors. A welltrained and accommodating sales staff will make those new customers feel comfortable, and ready to shop with you. Once the shopping starts, however, it becomes a matter of product. That’s what

they came for, and that’s what they expect to leave with. If the product isn’t there, they’ll just leave. Product availability is a key to success in personal protection sales, and that mix can be varied and extensive. Here’s a look at the hot sellers in this market.

WiNdiGoiMAGeS.coM

DEFENSE 30 ❚ SHot BuSineSS ❚ october/november 2011

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photo credit

october/november 2011 ❚ SHot BuSineSS ❚ 31

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SHOOTING, HUNTING & OUTDOOR TRADE

Selling PERSONAL DEFENSE

Pocket Pistols Pocket or purse? Either way, a “little” protection goes a long way. There was a period in American history where it was common for a well-heeled gentleman to have a compact pistol tucked away in a pocket. There was a good reason for it then. There is also good reason for it today, and the practice has returned. What’s new is the number of women who are purchasing these firearms. There can be a number of situations that occur in public that look potentially threatening but do not warrant drawing a holstered gun or even placing a hand on it. It could be one or more people walking your way in a dark parking lot, or someone you think is following you as you exit a mall at closing time, or an unsavory-looking character intently watching you while you’re at an ATM. Warning bells may be ringing, but displaying a handgun is not yet warranted. However, having a hand in a pocket (or purse) is a normal and nonchalant gesture. And, if that hand is wrapped

around the grip of a handgun, it can be drawn and fired faster than most experts could draw a concealed holstered handgun. Compact “J-frame-size” .38 Special revolvers have always been popular in this role, but recent introductions of .380 semi-autos have broadened the line. Here’s a look at the hot sellers in pocket pistols. The Kel-Tec P-3AT is a .380 ACP 6+1 capacity, polymerframe semi-auto that uses a Double Action Only (DAO) operating action and weighs in (empty) at less than 8.5 ounces. The recently introduced Kel-Tec PF-9 is a locked-breech 9mm with a 7+1 capacity and DAO action; it weighs less than 12 ounces. The Ruger LCP .380 ACP offers a polymer frame, DAO action and 6+1 capacity, and weighs in at 9.5 ounces. It is also available from the factory with Crimson Trace Lasergrips. The new Ruger LC9 is a slightly larger version, with a 7+1 capacity in 9mm. It features a DAO action and weighs 17 ounces. The Taurus 738 is another pint-sized polymer-frame .380 ACP offering a DAO action and 6+1 capacity. It tips the scales at 10 ounces. The Taurus SLIM series is built on polymer frames and is available in .380 ACP (7+1) as well as 9mm and .40 S&W (6+1). The SLIM series uses a DA/SA operating action and weighs in at 19 ounces (all models). Smith & Wesson’s entry into the pocket .380 arena is the new Bodyguard .380 ACP. Featuring a polymer frame, DAO

SIG Sauer P290 in 9mm features a 20-ounce polymer frame.

The Taurus 738 comes in .380 ACP and offers DAO action.

Ruger LCP in .380 ACP is built on a polymer frame.

32 ❚ SHot BuSineSS ❚ october/november 2011

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ash regis r y o ur c a e h o t it y

ter

or t un t he opp e v a h l il ns . r, you w u sell gu le o a y s. We e lp d e g h to product ck in is o t l ’s s a N o F A g f S r u ive NH U quality o again. O ompetit e r c h t e a A s an F v is t o a e d t an g to m roduc g” over ith the quality p rtant thin o h p “ka chin ig h helps w im t y is r s h e o t v ; m s a e n e e h u iv g do w n , t ing we’v ers rece in credible m a ™ in r o t t e s r e “ H an d s u a iv c our extens e SCAR ure that ase to ks to the s an d t h n e a h iﬂ t r can ens , a purch n d r n o io t il A c . ta a s s e bolt hat can busine price. Th s force t e o f my le id s a s t n d labama e rcem ducate oover, A fo e H .“ n , y s s e r in e rm w v ea la ave a ybody w ctical Fir aler. en , we h ds. Ever oover Ta iv e H g e r, n u n cking de o e ’s o rz e r t a b s e Z m A n o S to t y s u – Pe F NH U ﬁ t t he c come an e exactly b o t w s on ho te detail le p m o c o m f or /dealer.c a s u h n f V isit

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SHOOTING, HUNTING & OUTDOOR TRADE

Selling PERSONAL DEFENSE

action and a 6+1 capacity, it also includes a built-in laser sight that is activated with a switch on the forward portion of the frame. Its empty weight is 12 ounces. Kahr Arms’ polymer-frame, DAO .380 ACP P380 provides 6+1 capacity. It weighs 10 ounces. The Kahr CW9 is slightly larger at 16 ounces. It offers the same operating features, yet provides a 7+1 capacity in 9mm. The Magnum Research Micro Desert Eagle (now owned by Kahr) dispenses with a polymer frame in favor of aluminum alloy. The 6+1, DAO, .380 ACP weighs in at 14 ounces. The alloy-frame SIG Sauer P232 is considered a classic .380 ACP; it offers a DA/SA action and 7+1 capacity, and weighs 17 ounces. The new P290 is a 20-ounce, polymer-frame DAO that has 6+1 9mm capacity and is also available with a dustcover-mounted laser sight. Walther’s .380 ACP is the 19-ounce, DA/SA, 8+1 capacity PK380. Although it’s chambered for .32 ACP, the Beretta Tomcat (7+1 capacity) is worth a look. Some people, particularly the elderly, lack the hand strength to properly manipulate the slide on a semi-auto to load and clear the pistol. The Tomcat solves this problem by offering a tip-up barrel to load or clear the chamber. With the chamber loaded, a magazine can be inserted, and the gun is ready to fire with no need to manipulate the slide. For some customers, this could be the difference between having a gun they can operate or not having a gun.

Revolvers with a concealed, snag-free hammer have always been a top choice for a pocket pistol, and there are a number of current makes that sell well. The Ruger LCR was the first polymer-frame revolver, and the concealed-hammer five-shot .38 Special +P DAO weighs in at 13 ounces. It is also available from the factory with Crimson Trace Lasergrips. A .357 Magnum version was recently introduced in a five-shot, 17-ounce package. Smith & Wesson followed with its polymer-frame Bodyguard .38. This five-shot .38 Special+P features a concealed-hammer DAO action, weighs in at 14 ounces and comes equipped with a built-in laser that is activated by an easily accessible button at the rear of the upper frame. While the new polymer-frame snubbies gather a lot of press, there are a number of established models that garner plenty of sales. “The best-selling snubbie in my area is the S&W Model 642, hands down,” says John Strayer of Pro Arms in Live Oak, Florida. “The alloy frame and stainlesssteel cylinder are very rust-resistant when carried for extended times in a pocket in a humid climate, and the gun is a wellestablished and proven model.” The 642 holds five rounds, boasts an internal concealed hammer and weighs 15 ounces. Strayer notes that for price-conscious customers, the five-shot Taurus 85 Undercover CH (Concealed Hammer) Ultra-Lite or the Taurus 650 CIA are attractive choices and excellent-quality guns.

The concealedhammer Ruger LCR comes in .38 Special.

The Ruger LC9 in 9mm offers DAO operation and 7+1 capacity. The easy-load Beretta Tomcat is available in .32 ACP.

Walther’s DA/SA PK380 weighs just 19 ounces.

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9/12/11 4:23 PM

SHOOTING, HUNTING & OUTDOOR TRADE

Selling PERSONAL DEFENSE

Compact Holster Guns The “go-to” gun aims to please and is a very popular option. A pocket pistol is an immediateaccess self-defense tool. At best, it will solve the problem. At worst, it’ll provide time to access a larger-caliber, higher-capacity gun carried in a hip, fanny pack or purse holster. These are generally referred to as compactcarry guns, and normally weigh between 21 and 32 ounces, with barrel lengths from 3 to 4.5 inches. By far, the 9mm is the most popular caliber among new gun owners, though

the .40 S&W and .45 ACP calibers have a following. Experienced shooters looking for a concealed-carry handgun may also consider the .357 SIG or 10mm. Depending upon whether the gun utilizes a single-stack or double-stack magazine, capacity can range from 8+1 to 19+1 (depending upon caliber). Although their size makes them easy to conceal about the body, these guns also serve well in a home-defense capacity, and more than a few gun owners pull them from the holster at the end of the day and lay them on the nightstand at bedtime. There are a staggering number of semi-auto handguns available in this caliber, size and weight class, and they are far more popular than revolvers. Every maker offers a number of models. In recent years, however, some models have emerged as the top sellers. The polymer-frame S&W M&P series is available in 9mm, .40 S&W, .357 SIG and .45 ACP. The compact versions feature a 3.5-inch barrel (4 inches in .45 ACP). The standard-size models have 4.25-inch barrels (4.5 inches in .45 ACP) and are not noticeably more difficult to conceal than the compact versions, all the while offering a higher magazine capacity. All

The Beretta PX4 Storm in 9mm tips the scales at 26 ounces.

FNH FNP9 in 9mm has a DA/SA operation.

The Taurus 24/7 in .45 ACP offers DA/SA action.

36 ❚ SHot BuSineSS ❚ october/november 2011

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SHOOTING, HUNTING & OUTDOOR TRADE

Selling PERSONAL DEFENSE

feature a DAO trigger and interchangeable backstraps; a manual safety is available as an option. The Springfield Armory XD Compact, another popular seller, features a DAO action and is available in 9mm and .40 S&W. The new XDM version (9mm, .40 S&W, .45 ACP) is growing in popularity; it offers a polymer frame with interchangeable backstraps. Glocks (models G26 9mm, G27 .40 S&W, G30 .45 ACP, G29 10mm, and G31 .357 SIG) continue to make up a significant percentage of sales. The G19 (a 29-ounce 15+1 9mm), though, is likely the most popular. The new Gen 4 versions offer interchangeable backstraps. The recently introduced Ruger SR9c and SR40c are gaining in sales. They also feature polymer frames, a reversible backstrap and a DAO action. The guns cited above are the sales leaders in this class, but there are a number of models (some recently introduced) that will also serve well. The new FNH-USA FNX, which weighs 22 ounces and is available in 9mm and .40 S&W, offers a polymer frame, interchangeable backstraps, DA/SA operating action and a 17+1 capacity. The FNP9 or .40 is another poly-

Para USA’s Carry 45 offers .45 stopping power in a small package.

mer-frame pistol that weighs 25 ounces and has similar features. CZ-USA has an extensive lineup in this class. Two of the most popular are the CZ RAMI P and the P-07 Duty, in either 9mm or .40 S&W. Both offer polymer frames, DA/SA operating actions and double-digit magazine capacities. The Taurus 24/7 series is available in 9mm, .40 S&W and .45 ACP. It offers a DA/SA action and a double-digit magazine capacity, and weighs in at 28 ounces. The Beretta PX4 Storm Type F tips the scales at 26 ounces in 9mm or .40 S&W, and has double-stack magazine capacity. Those who prefer a more slender single-stack magazine design will want to look at the polymer-frame Kahr TP45 (.45 ACP) and TP40 (.40 S&W). Both offer the Kahr DAO trigger and 7+1 capacity and weigh in at a petite 21 ounces. They are available in a variety of finishes; some models can be had with Crimson Trace laser sights. Another slender single-stack option is the Para USA Carry 45 (.45 ACP, 6+1, 30 ounces) and Carry 9 (9mm, 8+1, 24 ounces). Both feature alloy frames and DAO triggers, and the interchangeable backstraps are popular with female customers because they provide a more comfortable fit.

Smith & Wesson’s M&P series is available in four popular calibers.

The 9mm Ruger SR9c has a reversible backstrap.

38 ❚ SHot BuSineSS ❚ october/november 2011

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9/10/10 4:03 PM

SHOOTING, HUNTING & OUTDOOR TRADE

Selling PERSONAL DEFENSE

Long Guns In the home, shotguns and shortbarrel carbines are just the ticket. Handguns, obviously, dominate the market for guns that will be carried for personal defense…but once an individual gets home, the rules can change. There is no doubt that a rifle or shotgun packs more power than a handgun, and is easier to hit with. Long guns have always played a role in home defense, and throughout American history, a loaded 12-gauge shotgun or the family hunting rifle—tucked away behind the kitchen door, in the bedroom or in a closet—was the primary home defense tool in many areas. That philosophy hasn’t changed. First-time gun buyers

purchase a handgun to go with their new CCW permit, but many also purchase a long gun for the home. The guns they choose have come a long way from the old double-barrel shotgun or bolt-action deer rifle. The AR-15-derived Modern Sporting Rifle (MSR) is the most popular choice for a home-defense rifle. The best sellers are those in 5.56mm/.223 with 16-inch barrels, A2 sight systems and collapsible buttstocks. They are available from a number of makers, including DPMS, Rock River Arms, Bushmaster, S&W and others. Despite their popularity, there are some customers who want a rifle but have reservations about the militaristic look. There are solutions. “When I get a customer who is uncomfortable with the military appearance of the MSR,” says John Strayer, “I steer them to a Ruger Mini-14 with a wood stock. That looks more conventional, shoots the same round and has 20-round magazines. The performance is the same, but the appearance is more acceptable to some customers.” Another option in the home-defense rifle arena is the semiauto .30-caliber M1 carbine. It was designed to provide U.S.

Benelli’s Nova Tactical Pump.

The pistol-grip Mossberg JIC 500 set is a survival item.

40 ❚ SHot BuSineSS ❚ october/november 2011

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troops, who would normally carry a handgun as their primary personal weapon, with a lightweight carbine that was easy to shoot, easier to hit with than a pistol, and highly maneuverable in tight quarters. It served well from World War II through Vietnam. Those same qualities make it a top choice for a home-defense rifle. Weighing less than 5.5 pounds, it’s short, light and has minimal recoil. It’s an excellent choice for even the most petite shooter, and can be fired with one hand if needed. Whether the 15-round magazine is stuffed with modern expanding loads from Winchester, Federal, Remington or the new Speer Gold Dot, the 110-grain .30-caliber bullet will leave the muzzle at about 2,000 feet per second, with plenty of power. Auto Ordnance (Kahr) offers the traditional wooden full-stock model, a folding wire-stock Paratrooper model and a folding polymerstock model. All are supplied with 15-round magazines. While rifles and carbines are popular with some, shotguns are the overwhelming choice, and the tactical shotgun array has exploded in recent years. For first-time buyers, however, price seems to be a significant concern for a home-defense shotgun; both John Strayer at Pro Arms, and Bill Kucyk at

Action Impact note that models under about $450 are the most popular choices. Mossberg is one of the biggest sellers in this field, with its Model 500 pump series. Kucyk notes he sells a lot of the company’s pistol-grip JIC (“Just-In-Case”) models. Strayer says Mossberg’s Persuader series is popular with his clientele. Additional makes that sell well at this price point are the Stoeger P350 12-gauge pump (with a 19-inch barrel), the Benelli Nova Tactical Pump (12-gauge, polymer stock, and available with rifle or ghost-ring sights), the Winchester 12-gauge Super X Pump Defender, and the Weatherby PA-08 TR 12-gauge pump. An often overlooked alternative are the various 20-gauge youth models. Available in both pump and semi-auto action, they generally feature 20-inch barrels, a shorter buttstock, and weigh between 5 and 6 pounds. Like the M1 carbine, they are light, compact, very maneuverable and easy for small-framed shooters to handle in tight quarters, especially when loaded with No. 3 buckshot. The Mossberg Model 505 Youth and the Remington 870 Youth Model are two of the most popular sellers here.

Ruger’s Mini-14 has a 20-round magazine.

Weatherby’s PA-08 TR 12-gauge pump is priced to sell.

Stoeger’s P350 12-gauge pump.

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SHOOTING, HUNTING & OUTDOOR TRADE

Selling PERSONAL DEFENSE

Personal Defense Ammunition All ammo is not created equal. It pays to know the difference. Many new gun owners have their attention focused solely on the gun they will buy. As a result, they seldom give a thought to the type of ammunition they will load in it. As long as the firearm is loaded, they figure they’ll be fine. That’s not always the case. All a gun does is launch a bullet. It’s the bullet that actually accomplishes the desired task. Experts in this field are well aware that some bullet types are far more effective in stopping an attack than others. Numerous studies conducted by the FBI and the U.S. military, and actual field reports from LE agencies, have clearly shown this to be true. To that end, ammo makers have crafted some highly effective personal defense loads based upon those test results. In handgun loads, the Speer Gold Dot bullet is one of the most widely used LE loads in America, with an excellent per-

formance record. The bullet design is now available in Speer’s Personal Protection line, in calibers from .32 ACP and up. Winchester’s bonded Ranger bullets have proven very successful in LE use. Winchester restricts some loadings to LE agency sales, but the new PDX1 Personal Protection line now brings some of the same loads to the civilian consumer market in .38 Spl. +P, 9mm, .40 S&W and .45 ACP. For those shooting the .380, Winchester’s SXT loading is very effective, and in .32 ACP the classic Winchester Silvertip is a top choice. The entire Silvertip line (.32 ACP to .45 ACP) is also an excellent choice, should ammunition availability become an issue. The Remington Golden Saber line has also seen extensive (and successful) LE use, and it is readily available to the civilian market in calibers from .380 ACP through .45 ACP. Some self-defense experts consider Remington’s 102-grain .380 ACP load to be one of the more effective .380 loads on the market. Hornady’s offering for the personal defense market is the new Critical Defense line. It utilizes Hornady’s proven XTP bullet design and adds a polymer Flex Tip that prevents the hollowpoint from plugging while passing through clothing (and then failing to expand), while aiding expansion within the target. It’s designed for the popular compact-carry calibers in .380, .38 Spl. and 9mm. Federal offers its diverse Personal Defense line with the Hydra-Shok bullet in .32 ACP caliber and up. Two loads within that line that do not use the Hydra-Shok are worth noting, especially for recoil-sensitive shooters. The reintroduced 125-

Winchester PDX1 is now available in .40 S&W. Hornady Critical Defense uses XTP bullet design.

ACCESSORIES T H AT R I N G T H E REGISTER Firearms clearly are the bigticket items in this market, and ammo is obviously important as well. Beyond that, there are some accessories needed to complete the system.

All can make the register chime, but some can be a headache. Holsters are one drawback to personal defense sales. They are certainly needed for concealed carry, but personal preferences—right hand, left hand, belt carry, inside the waistband, pocket, purse or fanny pack carry— can create an inventory nightmare. The chances are pretty good that no matter what is hanging in your dis-

play area, it will not be what the customer wants. As one veteran shop owner told me, “Extensive and comprehensive holster displays are where inventory dollars go to die.” One solution that many shop owners have found effective is to adopt a “show and order” approach. They determine their top two popular compact CCW guns and pocket pistols and then order a full selection of the

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grain .38 Special Nyclad is a standard-pressure (not +P) loading that utilizes a nylon-coated soft-lead hollowpoint. This load was in LE use for a number of years in the past (before its recent reintroduction) as the Chief ’s Special load, and it earned high marks for modest recoil and excellent performance. The 9mm standard pressure C9BP uses a 115-grain jacketed hollowpoint at non-+P pressures, and has a similar reputation. These are excellent choices for those who do not tolerate +P recoil levels. The above loads are effective for carry purposes, but can be pretty expensive for practice. Affordable practice loads are another key item that should be stocked with personal defense products. Lesser-priced loads serve very well for punching holes in paper, and are readily available in Federal’s American Eagle line, Remington’s UMC and Winchester’s Target & Range line. Another popularly priced option is the aluminum-cased CCI Blazer line, which offers surprising performance for the price. When it comes to selecting effective home-defense loads for the MSR, Mini-14 and other 5.56mm rifles and carbines, the situation gets much more complex. There is a wider load selection available for the 5.56mm/.223 than for any other cartridge. Choices range from frangible, lightweight varmint loads, designed to fragment upon impact with a prairie dog, to robust bullets that will punch through a Kevlar military helmet at 500 meters—and just about everything in between. There is, literally, a load that will meet the requirements for every one of the varied roles the 5.56mm/.223 can fill. When it comes to home defense, those requirements are simple:

stop an intruder quickly, but without producing excessive penetration that will punch through walls and endanger family members or neighbors. The vast majority of such situations will be at ranges of fewer than 50 feet, and against unarmored targets. There are loads well-suited for that role. Combine a muzzle velocity in the 3,000-fps range with a moderate-weight bullet that will quickly expand (and produce fragmentation that reduces the weight of the bullet to prevent excessive penetration), and you have an effective homedefense round. The loads that would accomplish that best are .223 40- to 55-grain jacketed hollowpoints or polymer-tipped bullets designed for varmint/predator use (fitting, in this case). Every major maker provides them. Federal offers the American Eagle AE 236 50-grain JHP, and in its Premium line the P223P (40-grain Nosler Ballistic Tip) and the 55-grain Ballistic Tip P223F. Remington has the 55-grain AccuTip and 50-grain AccuTip V. Hornady offers the 40-, 53- and 55-grain V-Max, and Winchester provides the 50-grain Ballistic Tip Silvertip in the Supreme line. All are fullpower loads that will properly cycle the gun, and are excellent choices for home defense. If a shotgun is chosen for a home-defense long arm, the performance requirements are the same as with the .223, but load selection is a lot simpler. Veteran law enforcement officers and self-defense experts agree that buckshot is best, because it offers maximum close-range stopping power with minimal chance of excessive penetration.

Speer’s Gold Dot started as an LE load.

Remington’s Golden Saber is now available for civilian use.

various holster systems for those guns for display. With that basic selection they can pull a gun from display and demonstrate all of the various carry options, regardless of what gun the customer may be buying. Once the customer sees and agrees, a quick look through catalogs from makers like Bianchi, Safariland, Galco, DeSantis, Uncle Mike’s, Don Hume, Gould & Goodrich, and others can—

given today’s Internet ordering systems—have the correct holster there in a few days. If the shop has built a rapport with its customers, they won’t mind the wait, especially since they’ll now know they’ll get exactly the holster they want. Cleaning gear is simpler. A firsttime gun buyer is unlikely to have it but needs it, whether he realizes it or not. There is no reason for a first-time

gun buyer to leave the shop with a gun but without a cleaning kit and the appropriate solvents, lubricants and patches. It’s not a “Ya want fries with that?” question; it’s a “Ya need fries with that!” statement. Compact cleaning kits in point-of-purchase display packaging are readily available from Hoppe’s, Outers, Otis Technology, Birchwood Casey, DAC Technologies and Battenfeld Technologies.

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“Willful” violation of laws, rules and regulations can put your livelihood at stake By Lawrence g. Keane, sr. V.P. & general Counsel, National shooting sports Foundation

Let’s get to the hard truth: The Gun Control Act of 1968 (GCA) allows the Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF) to revoke your Federal Firearms License (FFL) if you have willfully violated any provision, rule or regulation under the GCA. To help ensure that your FFL is not revoked, it is important you understand what constitutes a “willful” violation of the GCA and the ATF regulations. Since the term “willful” is not defined within the GCA or ATF regulations, federal courts have defined what constitutes a willful violation. By knowing and understanding what the courts have said, you will be able to avoid committing a willful violation of the GCA and the ATF regulations, and remain in business for years to come. Minor MisTAkEs CounT

When determining whether a record-keeping error is a willful violation of the GCA or its corresponding regulations, courts are not required to consider the severity nor the effect of the error. In one case, a court clarified that even minor clerical errors may be treated as willful violations, since “failure to comply with exacting book keeping regulations may hinder the ATF’s ability to perform its mandated function.”1 Another court agreed that minor errors can be considered willful violations: “Keeping records is a technical exercise and errors, even typos, are unacceptable.”2 This means that even if a minor error in failing to comply with the GCA does not result in illegal possession of a firearm, illegal use of a firearm or even an inability

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IllustratIons by doug boehm

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of the firearm to be tracked, your FFL may still be revoked for your willfully violating the GCA.3 Encouraging careful attention to details, a federal judge warned, “If ever there were a statutory scheme where a licensee would be obligated to ‘sweat the details,’ irrespective of how trifling they may appear, the [GCA] would appear to fit that bill.”4 A sinGLE VioLATion is EnouGh

The GCA allows for license revocation upon the willful violation of any provision, rule or regulation under the GCA, and many federal courts have shared and supported the view that multiple violations are not required before your license may be revoked.5 Therefore, a single violation is enough for the ATF to revoke your FFL. Just as there is no requirement for multiple violations, there is also no requirement that the ATF provide a dealer with a warning prior to the violation. As one court pointed out, “No court has imposed a requirement that a warning must precede a determination of willfulness.”6 A FAiLurE To ACT MAy BE WiLLFuL

Failing to abide by known legal obligations through inaction may constitute a willful violation. The United States Supreme Court and the majority of federal courts have held that when a licensee understands the legal obligations imposed by the GCA and fails to abide by those obligations, the FFL may be revoked due to a willful violation.7

As the responsible person on your license, you are ultimately responsible for everything any employee does or fails to do. That’s why you need to ‘sweat the details’ when it comes to ATF regulatory compliance.

1 Dick’s Sport center, Inc. v. Alexander, 2006 WL 799178 (e.D. mich. 2006) 2 Garner v. Lambert, 345 Fed. Appx. 66 (6th cir. 2009) 3 Armalite, Inc. v. Lambert, 544 F.3d 644 (6th cir. 2008) 4 Willingham Sports, Inc. v. bureau of Alcohol, tobacco, Firearms and explosives, 415 F.3d 1274 (11th cir. 2005) 5 Dick’s Sport center, Inc. v. Alexander 6 Strong v. U.S., 422 F. Supp. 2d 712

The United States Supreme Court explained, “Disregard of a known legal obligation [under the GCA] is certainly sufficient to establish a willful violation.”8 And, more than one federal court has found that when a licensee understands the requirements of the law and knowingly fails to follow those requirements, or is simply indifferent to them, the licensee has committed a willful violation.9 Mere plain indifference to the known requirements is also sufficient to establish a willful violation. A court may find a willful violation of the GCA when the licensee knew of the requirement to act or even if the licensee knew that a failure to act would be unlawful.10 CriMinAL inTEnT is noT rEquirEd

The requirement of bad purpose is not required when finding willfulness in a violation of the GCA or its regulations.11 In one case, a licensee without criminal intent sold handgun ammunition to a purchaser who was under the age of 21 and was found to have willfully violated the GCA. In its decision, the court pointed out that the GCA itself does not include a requirement of criminal intent.12 This means that even unintentional violations of the GCA may still be considered willful.13 EFForT To CorrECT ThE VioLATion is irrELEVAnT

Courts determine willfulness at the time of the violation. Even if you put forward great effort and expense to correct a violation (n.D. tex. 2006) 7 Al’s Jewelry & Loan, Inc. v. U.S. Dept. of treasury, bureau of Alcohol, tobacco and Firearms, 103 F.3d 128 (6th cir. 1996) 8 bryan v. U.S., 524 U.S. 184 (1998) 9 General Store, Inc. v. van Loan, 551 F.3d 1093 (9th cir. 2008) 10 rSm, Inc. v. Herbert, 466 F.3d 316 (4th cir. 2006) 11 Shyda v. Director, bureau of Alcohol, tobacco and Firearms, U.S. Dept. of treasury,

found during an ATF inspection, it may still be considered willful. In one case, a licensee made efforts to correct the violations pointed out to him during an ATF inspection, and he was still found to have willfully violated the GCA.14 Another federal court agreed when it said, “The fact that [the licensee] spent a great deal of money trying to correct his faulty recordkeeping [sic] system, after the violations…is immaterial to the question of willfulness at the time the violations occurred.”15 However, it is still important for you to act on any errors as they are found so that you are not accused of plain indifference on a subsequent inspection. If you discover a violation, you are encouraged to promptly correct it. In some cases where you cannot correct the error, you are encouraged to report the situation to the ATF and ask for guidance. sWEAT ThE dETAiLs

As the “responsible person” on your license, you are ultimately responsible for everything any employee does or fails to do. Therefore, it is important that both you, as the licensee, and your employees “sweat the details” when it comes to ATF regulatory compliance. The federal court cases discussed above explain the law and make it clear that minor mistakes, single errors and the disregard of known obligations, regardless of intent or effort to correct the violation after the fact, may be considered willful violations for which an FFL may be revoked. 448 F. Supp. 409 (m.D. Pa. 1977) 12 Appalachian resources Development corp. v. mccabe, 387 F.3d 461 (6th cir. 2004) 13 Shaffer v. Holder, 2010 WL 1408829 (m.D. tenn. 2010), citing Procaccio v. Lambert, 233 Fed. Appx. 554 (6th cir. 2007) 14 Sturdy v. bentsen, no. 97-1786, 1997 WL 611765, at *2, 1997 U.S.App. LeXIS 27671, at *5 (8th cir. oct. 6, 1997) 15 cucchiara v. Sec’y of treasury, 652 F.2d 28, 30 (9th cir.1981)

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The National Shooting Sports Foundation (NSSF), the trade association for the firearms and ammunition, hunting and shooting sports industry, offers many resources to help Federal Firearms Licensees comply with governing laws, rules and regulations. Videos, webinars, a Form 4473 template and more—including this very magazine, which is owned by the NSSF—are aids in compliance. Visit nssf.org, register for the 2012 edition of SHOT Show University in Las Vegas on

The Good News

However, the good news is that the ATF does not view its job as one of simply revoking licenses whenever it finds a violation. Instead, the ATF assists and works with members of our industry to encourage and enhance compliance with the requirements of the GCA and the ATF regulations, so that the ATF can promote public safety. In fact,

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while the number of ATF inspections has been increasing in recent years, up to more than 10,000 in 2010 from just 5,000 in 2005, the number and rate of revocations have actually been decreasing, down to only 0.64 percent from 2.5 percent five years prior. That’s twice as many inspections and an almost fourfold decrease in revocations. The ATF reports that the rate of regu-

Monday, January 16, 2012, and attend Retailer Education Seminars held in your state. NSSF members may avail themselves of a subsidized consultation with compliance expert Wally Nelson, a retired ATF executive. For more information on becoming an NSSF member, or to learn more about this special consultation benefit, contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or bswann@ nssf.org.

latory compliance, where no violations of any kind are found, has been increasing over time. If you and your employees “sweat the details,” the chances are greatly improved that if you are inspected, the ATF will not find any mistakes or errors in your records. This will make the inspection process smoother, help you stay in business lawfully selling firearms to law-abiding Americans and allow us all to promote, protect and preserve hunting and the shooting sports. NSSF manager of government relations Ryan Cleckner assisted in the creation of this article.

9/14/11 5:28:08 PM

W H AT ’ S S E L L I N G W H E R E

West

Goose Sport ID Blue Shop, St. Maries

Located east of Chatcolet Lake, this shop stocks general sporting goods and keeps an average of 150 firearms in inventory. Remington 700 SPSs and Marlin X7s are hot this elk and deer season. The most popular caliber across the board is .30/06, though a few hunters are opting for .243. Used guns are also garnering attention. “I can’t remember a time when demand for pre-’64 Winchesters was as high as it is now,” said owner John Ragan. TriStar G2 autoloader shotguns are moving for waterfowlers, along with Remington 870 Expresses and a few tactical Mossbergs. Handgun sales are up. The Taurus Judge with the 6-inch barrel holds top honors, but plenty of Ruger LCPs and KelTec PF9s are also moving.

B Y P E T E R B . M AT H I E S E N

Ruff’s Sporting AZ Goods, Flagstaff

This independent northern Arizona merchant keeps plenty of staff on hand for hunting season. Elk season has Remington 700 SPSs in .300 Win. Mag. and .30/06 posting high numbers, along with Ruger Hawkeyes. Modern sporting rifles (MSRs) are especially hot, and this shop sold around a dozen Smith & Wesson M&Ps and Bushmasters last month. “Elk hunters are thinking about what they don’t have as they head into the mountains. We sell a lot of hunting handguns to rifle hunters for bears,” said counterman Matt, who provided only his first name. Ruger Blackhawk .44 Mags are revving up in seasonal high gear, as are Springfield XDM 3.8s. Meanwhile, Kimber 1911s are on back order.

Midwest SD Dakotamart, Pierre

With 1,293 firearms in inventory (at the time of this interview), Dakotamart is a regional sporting goods chain that stocks only firearms at this location. Pheasant season sales are in high gear, driving large numbers of shotguns over the counters. Benelli M2s and Montefeltros lead the pack in both 12- and 20-gauges. Browning Citoris are selling well, and a few Maxus autoloaders are also heading to the field with hunters. Hi-Point pistols are on a roll. “Our customers love these handguns, and the warranty is impressive. If we send one in, it gets turned around within days at no charge,” said firearms buyer J.D. Nelson. Hunting rifles are moving at a higher pace, particularly Remington SPSs in .25/06. MSRs from DPMS are turning at about three a month.

R&R Shooter WI Supplies, Mauston

With a view of Decorah Lake on Route 12, this small-town store specializes in handguns and hunting firearms. Deer season has rifles starting to move, particularly Remington 700 BDLs and Savage 110s, mostly in .30/06. “We order a lot of guns and keep more than half our inventory in used guns to control our costs,” said owner Bruce Denton. Handgun sales are about even with last year; Ruger .44 Blackhawks are selling unusually well, and Taurus TCP .380 pistols and several Judges are on a standing weekly order. A few Mossberg 500s and 870 Expresses have sold for waterfowl season. This retailer reported that ammo stocks are good, and prices seemed to be settling down slightly.

Storm’s CA Sports Arms, Palmdale

Located between Bakersfield and Los Angeles, this high-desert store is experiencing growth by supplying both the tactical and hunting markets. Ammo sales are the biggest draw for the retailer this fall. “The California condor rules have been hard on our rifle hunters. With several new loads coming out, we are finally in a good position to supply customers with new, non-lead rifle ammo,” said owner Jeff Storm. As a result, he is seeing larger numbers of Federal Triple Shock ammo flying out the door, as local hunters adapt to shooting completely new loads. Handgun sales are still going strong. Glock 9mms are in the first slot, followed by Ruger SR9s and LCRs. MSR sales have been brisk, averaging eight per month.

The Trading KS Station, El Dorado

Located 20 miles northeast of Wichita, this farm-town gun shop depends on the local agricultural community as its primary customer base. Last month saw a larger-thanusual turn of Remington 870 Expresses, several Winchester Super X2s and numerous Mossberg 935s as dove season ended. The proprietor expects pheasant season will keep demand high this month. “Our farming community’s health is a direct barometer of our business. When it does well, the store does well, and this year has been good,” said owner Mike Schwimmer. Ruger SR9s are the hottest handgun, with Smith Bodyguards trailing just behind. Ruger LCPs are still posting good numbers, as they have all year long.

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W H AT ’ S S E L L I N G W H E R E

East

Curt’s Gun PA Shop, Mifflinville

This small, rural shop in northeastern Pennsylvania emphasizes its used-firearm business and carries 200 guns in stock. Deer rifles are just starting to move. Savage Edges and Remington 700 BDLs in .270 take the top spots. On the used side, Marlin .30/30s are in high demand. “Our used-gun business has never been better. I think it’s because we are paying far more attention to which guns are in highest demand and then we’re actively trying to find them,” said salesman Brad Lutz. MSR sales are slow—just two per month, predominately Rock River Arms in .223. Sales of Hi-Point handguns are at an all-time high and are on heavy back order. Several GSG 1911s are seeing some action as well.

Gun NY Gray’s Shop, Lisbon

This tight-spaced northern New York shop’s specialties include handguns and used hunting rifles. Handguns are stronger than ever this fall, with Glock Model 23s holding the number-one position. Smith & Wesson SW40VEs and Ruger SR9s are making quick turns in the second and third positions. Used guns continue to be important to this retailer. “Our used rack is growing and showing a much greater profit. We can turn a gun like a Marlin .30/30 at such a great price that many of our customers just can’t say no,” said owner Scott Gray. Hunting rifles are picking up. The Savage Model 111 in .270 and .30/06 is the top seller by far. Sales of MSRs are slowing down to about two each month. Bushmaster is the choice here.

Renaissance NH Firearms, Gonic

Just 15 miles from the coast, this New Hampshire merchant packs 500 firearms into fewer than 1,000 square feet. October is one of its biggest handgun months, when this store’s “Glocktober Fest” promotion is in full swing. “We tried it last year with great success, and look forward to turning heavy numbers of Glocks all month,” said salesman Bruce Henderson. In addition to a landslide of Glocks, several Springfield XDM 3.8 Compacts are moving. Upland guns have sold well, with a few Caesar Guerinis and Benelli Montefeltros getting picked up for woodcock and grouse season. Rock River Arms and Bushmaster leads the MSR sales. A few Remington 700 BDLs in .270 have also crossed the rifle counter.

A LOT OF PEOPLE ARE CONVINCED CONVENTIONAL RODS ARE THE WAY TO GO.

otistec.com

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South

& Knives, FL Guns Fort Lauderdale

This metro Fort Lauderdale shop hosts an eight-lane shooting range and has 1,600 guns. With year-round hunting for hogs, this store does business all year. “Except for a few waterfowl and quail guns, we don’t see that much change in the fall,” said manager Mike Pethybridge. Savage 110s and Remington 700 BDLs, both in .308, lead the bolt-action list. MSRs continue to grow, turning at nearly 10 a month. Here, DPMS Sporticals and entry-level Smith & Wesson M&Ps in .223 attract the most attention. Accessories for MSRs are very strong this year, with SureFire lights and Crimson Trace sighting systems significantly adding to the bottom line. Handgun sales are quite strong; Ruger LCPs and Glock 19s lead the

pack. Sales of concealed-carry guns are also on the rise.

FireGA Chuck’s arms, Atlanta

Located in the heart of Atlanta, this retailer features collectibles, vintage military weapons and highergrade shotguns and rifles. Shotguns are what’s selling: Beretta 687s and Caesar Guerini over/unders (along with a few Merkel side-by-sides) top the October list. “We sell high-quality products in our store. If I don’t like the gun, it won’t get stocked,” said owner Jack Lesher. Rifles are just starting to tip the scale. Cooper Firearms of Montana and Remington CDLs, primarily in .308, are seeing the most interest. Handguns continue to move, with S&W 642s, Ed Brown 1911s and SIG Sauer 226 Navys receiving the most

turns. Handgun ammo stocks are the best they’ve been in some time.

Kirkpatrick’s TX Guns and Ammo, Laredo

This West Texas store specializes in a mix of defense and hunting guns, with up to 500 guns in stock. “Our handgun business continues to grow in step with our local partnerships. We’ve linked up with the Rotary Club for a shooting match, and we donate the proceeds back to the community,” said counterperson Maria Gonzales. Beretta Model 92s and Kimber 1911s top the sales list this month. Rifles are in pre-deer season mode. Ruger 77s and Savage Model 110s, mostly in .270, lead the pack. Nikon Pro Staff scopes are doing well, and the store is seeing strong orders of Class Three suppressors.

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Good stuff

b y P e t e r b . M at h i e s e n

Working Overtime

Arborwear builds tough pants…and a whole lot more

t’s no secret that work clothing has migrated to the hunting and shooting world as a lifestyle statement. Even urban dwellers just seem to want to look more hardworking yet casual. One line of clothing that exemplifies this trend is Arborwear, which features products that “look the look” but are comfortable and durable as well. The line can also generate a healthy profit for you. “We position our premium clothing very differently from competitors such as Carhartt,” says Rob Paradise, vice president of sales. “They’re a great company and brought us all to the party. But with Arborwear, you’re selling up to a better cut of pants that will be more comfortable off the shelf and may even last longer. Having both brands in a store will serve most retailers very well.” Let’s get to the bottom line—profit. Stocking Arborwear will land you an average profit of 50 percent on every garment in the line. You can get started for as little as an opening order of $1,000; an endaisle log display is available with a $2,500 order. And with Arborwear, there are no big-box stores with which to compete.

It All Started With Pants Still the staple in the line, the Original Tree Climber pant is 12.5 ounces of prewashed canvas that is much softer to the touch than you might expect. The cut is unique to Arborwear pants, in that the crotch and contour of the pants keep them in place and allow you to lift your

leg higher with much less pulling or fewer restrictions. The cuffs are tapered so they won’t hang up on obstructions, and you can actually get them inside a pair of rubber boots. The knees are double-layered and the pants are industrial-stitched. My first pair of Tree Climbers (now five years old) are still in service and are just now showing signs of knee wear. SHOT Business editor Slaton White has bird-hunted in his Tree Climbers for four seasons, and they remain untorn despite his best efforts to rip them up in briers. There are plenty of other designs in the line that shed water, are much lighter and can be worn as casual dress. But the Climbers are a great retail starter. SRP: $59.95.

The Heavy Hoodie If you want a product that few others have, look to the new Double Thick Pullover Sweatshirt. It is the thickest, heaviest hoodie I’ve ever seen, and it’s sewn from a crazy 24 ounces of fleececotton fabric. My extra-large weighs just

Arborwear’s Double Thick Pullover Sweatshirt has deep-cut pockets roomy enough to fit gloved hands.

over 3 pounds and is an ultra-soft cradling experience to pull on. The hood is big enough to wear over a hard hat; without a big hat, you’ll look like a monk. The spacious, deep-cut pockets are roomy enough that you can actually get your hands inside while wearing thick gloves. This garment is an excellent example of the company’s commitment to taking a basic piece of clothing and improving it in an original way, which creates a real benefit to the end user. And when that happens, you benefit from increased demand. SRP: $89.95

Cool Factor

Closing the Sale

You might encounter some resistance from customers accustomed to paying less for pants. Take the time to show a prospective sale the features and benefits of Tree Climber pants, and emphasize that they wear like iron. Don’t forget to add that the price of most cotton clothing has gone up dramatically in the last year, the result of a bidding war for a smaller crop yield. And though some manufacturers raised prices by as much as 30 percent to compensate for higher material costs, Arborwear raised its prices only 10 percent. So, better quality and a lower cost: Not a bad deal at all. Finally, note that in a recent issue of Field & Stream, a panel of reader testers rated Arborwear’s Original Tree Climber pants first when compared with three other competitive brands.

There’s also a cool factor at work here. “Many consumers don’t want to wear what everyone else is walking around in. Your customers who are not interested in following the crowd will like Arborwear,” says Paradise. As with all soft goods, you need to do your homework and make sure that display spaces are maintained and not cluttered. Most important, your product must fit the needs of your customers. In the case of Arborwear, all you have to do is sell a guy one pair of pants. Believe me, he’ll be back for a lot more. (888-578-8733; arborwear.com)

52 ❚ Shot BuSineSS ❚ october/november 2011

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NEW PRODUCTS (Continued from page 56)

suitable for use in total darkness at a range of nearly 200 feet; at the same time, contrary to conventional tube night-vision devices, the NVD mini is not sensitive to bright light sources, so it can be used in daylight as well. The NVD mini is shock- and impactresistant, and comes with a carrying case and a cable for recharging its lithium-ion battery. SRP: $299. (866-

The Traditions Vortek pistol is based on the manufacturer’s popular line of muzzleloaders. The 13-inch-long tapered barrel features the easy-to-remove Accelerator breech plug.

469-3080; minox.com/us)

The Minox NVD mini night-vision device provides 2X magnification in total darkness, yet it’s not too sensitive to use in daylight.

The plier jaws of the Zilla-Tool are spring-loaded, with a slight needle-nose taper. They have both fine-flat and circular-toothed gripping surfaces. You can store the two screwdriver hex bits in the Zilla-Tool’s handle reliefs. It also accepts other standard hex bits. To open the knife blade quickly, just press the little “flipper.” It also acts as a blade guard when the blade is open.

SRP: $49.99. (800-891-3100; crkt.com)

Minox Just 5½ inches long (and weighing only 7.8 ounces), the Minox NVD mini night-vision device, which uses an infraredsensitive CMOS sensor, fits easily into the user’s hand, where it provides 2X magnification. Its 16 infrared LEDs are

Teko Socks Based in Bozeman, Montana, Teko Socks recently debuted a new fiber called EVAPOR8, which is an ultra-light, ultra-fine spun polyester. Made from 100 percent recycled materials, this fiber helps create soft and durable socks that do not absorb moisture and dry very quickly. To improve the wicking and durability of the company’s merino wool socks, Teko has combined merino wool with the new fabric to create the S3 SIN3RGI Evolution Fit Collection. Of note to hunters: The new socks will be available in two versions: Light Hiking (SRP: $15.95) and Midweight Hiking ($16.95). (800-4505784; tekosocks.com)

hammer is available upon request. The revolver has a dual-coilspring assembly located in the extractor to allow the insertion and retention of a .40-caliber cartridge in each chamber. The system allows the shooter to easily eject spent cartridges for immediate reloading after firing. Charter believes the Pitbull to be an ideal law enforcement backup, because it allows the LE operator to use the same ammo in both

Charter Arms Charter Arms is releasing a .40-caliber rimless revolver built on the same frame as the Charter Arms .44 Special. The five-shot Pitbull has a 2.3-inch barrel and a 416 stainless-steel matte-finish frame with a full rubber grip. The overall length is 6¾ inches, and it weighs just 20 ounces. Other features include a fixed-frame rear sight and a ramped front sight with a standard hammer. A DAO Charter Arms recommends its Pitbull rimless revolver as an ideal LE backup piece.

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Umarexâ&#x20AC;&#x2122;s high-velocity Ruger Air Magnum has a springactuated break-barrel and is available in .177. It delivers high-velocity pellets at speeds of up to 1,400 fps.

firearms. It should also appeal to .40-caliber enthusiasts, because the revolver allows them to use their ammo without having to use moon clips. SRP: $465. (203-922-1652; charterarms.com)

Umarex USA A high-velocity Ruger Air Magnum joins the 2011 Umarex line. The singleshot, spring-actuated break-barrel is available in .177 and can deliver a sustained velocity of 1,200 fps with standard lead pellets, 1,400 fps with highvelocity pellets. The rifle comes with a 4x32 scope as well as a fiber-optic front and rear sights. The rifle also features an all-weather composite stock and adjustable two-stage trigger with a 3.5-pound pull. SRP: $189.95. (479-646-4210; umarexusa.com)

Gerber Legendary Blades The serrated Bear Grylls Ultimate Knife has proved to be a popular choice for outdoorsmen who want a tough survival knife. So much so that Gerber has added a fine-edge version to the line. The new knife uses the same high-carbon,

stainless-steel, 4.8-inch-long drop-point blade and textured rubber handle. The nylon and hard-rubber military-grade sheath houses a fire starter, a diamond knife sharpener and a survival guide, and the lanyard has an emergency whistle. SRP: $60. (800-950-6161; gerbergear.com)

Traditions Performance Firearms Designed to extend the performanceproven Vortek muzzleloader rifle to a new platform, the Vortek Pistol should add a new dimension of shooting fun for the blackpowder enthusiast. The 13-inch-long ultra-light tapered barrel features the Accelerator breech plug, designed to exit the bore with only three hand turns. A premium-grade CeraKote finish on the barrel and frame protects against corrosion, and the LT-1 Alloy frame keeps it light while still maintaining strength, structural integrity and balance. Other key features include a No. 209 shotgun primer ignition and a 360-degree ported barrel that helps reduce recoil and muzzle jump. The Vortek Pistol is available in both select hardwood or Realtree AP camo, and comes drilled and tapped for a scope. SRP: $369, hardwood; $445, camo. (860-388-4656;

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traditionsfirearms.com)

Gerberâ&#x20AC;&#x2122;s Bear Grylls Ultimate Knife is now available with a fine edge, in addition to the serrated original.

Go to: www.ShotBusiness.com for free info.

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NEW PRODUCTS

PHOTO BY JUSTIN APPENZELLER

Columbia River Knife and Tool

To take the multi-tool phenomenon to the next step, CRKT is introducing the Guppie (top) and Zilla-Tool. The Guppie’s adjustable wrench jaw opens to a half inch, so it can be used for all kinds of light repair and assembly jobs. And thanks to the carabiner gate, the Guppie is easy to carry on a belt loop, D-ring, pack, or rope. The high-carbon stainless-steel blade can be opened and closed with one hand using the blade slot. The removable bit carrier is also a high-intensity LED light. It has two strong magnets to hold it securely to the Guppie’s left side. SRP: $39.99.

(Continued on page 54)

56 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2011

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A portion of the proceeds of every Super Slam scope sold goes to beneﬁt the Rocky Mountain Elk Foundation.

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