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EXCLUSIVE AFTER-HOURS CLIENT EVENTS
While honest service is king, Fisher also notes the importance of exclusive client interactions. One of Sidney’s holiday traditions started with a construction company that regularly purchased work clothing. That company regularly gave out bonuses at their annual Christmas party and thought that many of its employees would enjoy getting to spend time at the store after the party. “We stay open on these [Christmas party] evenings with specials tied to those specific customers. With great frequency, the workers, with bonuses in hand, arrive at our store for a slice of pizza and some ice cream after the party. Traditionally, they purchase a notable Christmas gift,” says Fisher. SNAGGING AND CONVERTING TRANSFERS TO STORE SALES
Capturing store traffic for an accessory after a transfer is a reasonable goal for most retailers. However, this store makes every effort to seize the entire sale. “When someone calls and wants to do a transfer, of course we offer to take care of their needs. However, we are quick to inquire about what the exact firearm is and the total purchase cost. Nine times out 10, by the time we break down the cost of shipping, the service fee often charged by the web vendor and our transfer fee, our store can easily beat the total cost of the item by at least $75,” says Fisher. “In most cases, we have the gun in stock. And if we don’t, we can have it delivered—
often by the next day. It’s pretty hard for a customer to say no when he can have the gun in hand at least one or two days sooner with around $100 savings,” he says. Fisher adds that after they get the transfer customer in the store, they send them home with a vast assortment of accessories. It has become one of the most effective strategies for gaining new clients or regaining a former client the store may not have seen for a long time. CAPITALIZING ON THE USEDGUN COUNTER
One of the strongest profit centers in the store is the used-gun counter. While there are no real trade secrets, Fisher just doesn’t understand why more stores don’t get involved in selling and trading used guns. “Yes, it’s a skill, but no, it’s not rocket science,” he says. Although price and technical knowledge are paramount, the numbers and information have never been easier to access. “It’s just so easy to research pricing and resolve technical questions. However, you still need to
be able to read people. You need to have a feel for what will make them happy and what feels fair,” says Fisher. Another critical component of this store’s commitment to used-gun sales is that its customers can trust the store to offer a “No Questions Guarantee” for the gun’s performance. Doing this requires a gunsmith. This store has two on retainer. “Every single gun is checked out. When a customer buys it, he knows if the firing pin breaks, we will take care of it, even a few years later,” says Fisher. Trading is an art, and this retailer believes it’s a disappearing skill. It goes beyond the ability to read a customer. It requires listening that permits a thorough understanding of what that customer’s wants are so that the store can meet their needs. LESSON LEARNED
Lessons learned from this retailer center on building relationships that drive a customer-service culture. OFFER AN EXCLUSIVE EVENT
Create an environment in which customers feel they’re being treated to
by peter b . UPDATE
mathiesen
something exclusive and special, and then add a dash of fun. Holidays are supposed to be joyful. For that matter, so should the retail experience—every day. IDENTIFY UNIQUE SALES OPPORTUNITIES While prod-
uct diversity can always strengthen a retailer, finding products not sold or serviced by larger competitive retailers can increase traffic and sales. For this retailer, the used-gun counter is central to this strategy. LEARN THE ART AND SCIENCE OF THE SALE Treat your cus-
tomers like family and let them know you truly care. Listen to their wants and needs. They’ll almost always tell you exactly what they want.
Create an environment in which customers feel they’re being treated to something exclusive and special, then add a dash of fun. Holidays are supposed to be joyful.
FEBRUARY/MARCH 2018
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SHOT BUSINESS
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