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From the August issue of Shooting Industry
Hunting Season Profits
Are You Ready For Accelerated Sales?
Mark Kayser

In the fall, your customers are looking for products that will
give them a hunting edge. Are you ready for these peak sales?

Hunters spend a lot of money during the fall hunting seasons.
Are you ready for the rush of sales?

While deer hunting is the big moneymaker for dealers in the fall, don’t overlook the
needs of other hunters, like those who enjoy squirrel hunting.

Depending on your customer base and market, you may make as much as 75 percent of your annual revenue on special seasonal sales. That’s the national average for retailers during the Christmas gift-giving rush. Although hunters purchase products throughout the year, dealers see a spike in sales during the months leading up to the hunting season. If you want to accelerate those sales off the charts, you need a plan to make the most of hunting-season profits. 

That’s what Martin Kelsay does. He owns and operates Hunter’s Headquarters in Auburn, Neb. In his 2,000-square-foot store, Kelsay tries to offer as much variety and as many services as possible, and he knows that hunting season “’tis the season” to make money. Whitetails are the sales fuel of the hunting world and Kelsay prepares for the season to make the most income as possible.

“Deer season is the big one and sales can be nonstop in the weeks leading up to the season opener. Even so, you need to have everything on hand for all types of hunts because small game season opens just prior to deer season, and the entire month of December is muzzleloader deer season,” explains Kelsay, who has run his store for 14 years.

In firearms, Kelsay leans towards models from Colt, Henry, Marlin, Remington, Savage, Taurus, Smith & Wesson and Winchester. He deals in new and used firearms and 200 or more firearms fill his display area.

For bowhunters, Kelsay stocks bows from Bear, Bladerunner, Jennings and Liberty One, along with a complete line of accessories and arrows. He believes the compact bows offered by Liberty One and Bladerunner are perfectly designed for bowhunters.

“From September through the end of the year I’m quite busy, especially when you consider the fact I’m a gunsmith and swamped with repairs. It’s all because of hunting season,” Kelsay said.
 
Store Awareness
 
Martin Kelsay (right) talks firearms with a customer at his
gun shop, Hunter’s Headquarters in Auburn, Neb.
 
Before you can sell hunting products, you need to make customers aware that you are not only a hunting store outlet, but also the most qualified in the area. Word-of-mouth advertising can be effective, especially if you have high-quality sales associates who understand hunting and the products they sell. That’s something most box stores can’t offer.

Kelsay relies heavily on word-of-mouth promotion and referrals in the rural setting of southeast Nebraska. He knows that an unhappy customer can sway the opinion of consumers who have never been in his store. Kelsay goes out of his way to ensure his customers leave happy.

“I’ve known the majority of my customers for 14 years,” Kelsay said. “I treat my customers fair and price my items fair, and I believe my new customers are a result of treating them fairly. Service is real important to me, so I’ve made my business more versatile. I’m an avid bowhunter and service all the archery equipment I sell. I’m also a certified gunsmith, so my customers know they get full service. That’s something the mart stores can’t always offer.”

Obviously, you can’t rely solely on word-of-mouth advertising. It’s your job to create a buzz prior to the hunting season rush so customers automatically think of your store as the place to shop. Traditional marketing such as newspaper advertising, radio advertising and billboards work, but consider alternatives. Instead of simply purchasing a newspaper advertisement, research the possibility of writing your own column or sponsoring a column supplied by a noted outdoor personality. You may also be able to produce or sponsor a syndicated outdoor radio or television show. Local access cable companies might be an option for airing a show or publicizing your business.

One owner of a sporting goods store keeps local attention on his business by sponsoring a nationally syndicated radio show. Twice daily, his business name is aired during the broadcast of outdoor segments. When he has special promotions, such as a preseason hunting sale, he uses the airtime to publicize the event.

At Hunter’s Headquarters, Kelsay focuses on radio and newspaper advertisements to keep hunters, new and established, riveted to his business.

“Approximately two to three weeks prior to the fall selling seasons, I begin running radio and newspaper advertisements. I do the same in the spring just before spring turkey season opens,” Kelsay said. “People know me in my hometown, but hunters who live 40 to 50 miles away need to be reminded that Hunter’s Headquarters is just down the road. It easily pays for itself with repeat customers. They remember the service and it keeps them coming back.”
 
Sales Awareness

Rinehart 3D Anatomy Treestand Buck

Traditional advertising and promotional venues work well, but you should consider today’s high-tech methods to get the word out concerning your commitment to hunters. The majority of the American public heavily uses Internet Web sites and e-mail. This means you have an electronic avenue to attract and publicize your business to your present and new customers. If you can’t afford the expense or time to manage your own Web site, contract to have it done, or include your information on other Internet portals.

Kelsay has his store’s information listed on www.gunshopfinder.com. In addition, he sponsors a hunting report on www.nebraskathegoodlife.com. This allows him to drive inquiries to his telephone or store without the additional work of keeping an Internet site up and running. Except for a part-time employee, Kelsay runs his shop solo, so finding ways to save time without affecting his year-end income is always his goal.

Your own Web site or other Internet portals allow you to advertise your store, promotions, special events and great deals. In addition, the rewards of using e-mail as a promotional tool are unlimited. Yes, it takes dedication to capture the e-mail addresses of your customers, but once you do, you can provide them with information on sales, seminars, extended hours and new services. You can even send out trophy shots of your customers to showcase their success, while subliminally advertising your store’s hunting focus.

Stock The Product
Marlin 917VS Carbon Fiber
Mossberg 930 Trophy Slugster 12 Gauge

It doesn’t pay to portray yourself as the one-stop shop for hunting supplies if you don’t carry the right products or ample inventory. You need to review the past and forecast the future via a reliable inventory tracking system, plus use insight from customers and manufacturers’ reps.

A reliable inventory and business transaction system, computerized for strategic planning, is a must. By reviewing daily, weekly and monthly sales, you’ll be aware of quickly developing trends via peaks, valleys or out-of-control sales. These records also point out items that have lost public appeal due to loss of need or another hot product entering the market. Using these records to adjust inventory can help you prepare for increased sales during the hunting season.

“You need to think about what’s going to happen in the future, speculate on customer needs and then take advantage of any sales distributors may be advertising. Most products are easy to stock in a timely manner, but be sure to stock up on those items that are not easy to get,” Kelsay advises. “I have my favorite distributors and sales reps. A good sales person can answer my question immediately or get the answer quickly. That’s important when I’m in the peak of the hunting season and product is going out the door and needs to be replaced.”

Are your products priced competitively? You can visit your competition to compare prices. And, if you can’t match the price of a giant box store, you can overwhelm their price advantage with diversity. Box stores may be able to buy in bulk, but they rarely stock a variety. The key to success is to offer the products and services that large retail outlets don’t.

“Stores like Wal-Mart seem to have a large selection of fishing equipment, but fall short on hunting products. That’s where stores like mine can shine,” Kelsay said. “I also have the ability to manage my prices better than larger outlets. For instance, last November, ammunition took a huge jump across the board, but because I bought my supply early and in sufficient quantities, I was able to hold my prices down when others were taking a jump.”

Stocking a variety of products also allows you to cross-sell and increase profits by displaying and packaging accessories with principal products. Optics can be displayed and packaged with firearms, and bow sights displayed next to bow racks. In optics, Kelsay offers models from Bushnell, Leupold, Sightron, Simmons, Smith & Wesson, Tasco, Nikon and Weaver.

Kiosks, end-cap displays and countertop displays all aid in increasing the sales of accessories hunters may overlook in the hunting season. A good example is hand warmers such as Heatmax. Place a tabletop display on your counter when temperatures plummet and Heatmax products will quickly become part of every add-on sale.

As an added incentive for customers, Kelsay sets up all firearms and bows with accessories for free if the complete purchase is made in his store. That’s something most large retail outlets don’t offer, especially the variety box stores.

Your Christmas Gift

Long before hunters begin calling in deer, you need to be
prepared for the peak buying season.

Look at the hunting season as your window of opportunity to make a profit in a short time. If you plan correctly, you’ll discover a nice present in hunting-sales profits well before Christmas.
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