Your Next 2A Ambassador

Written By Carmen Lout

2021

Lining up her sights at a target downrange, this customer could be your store’s next major advocate. Highlighting
safety and having a variety of targets on hand are two ways to welcome women with different levels of interest.

Who would have ever envisioned a time when it would be legal to walk into a gun store with a mask on? Selling guns to those masked customers would have sounded ludicrous. But here we are. Someone moved our cheese. And the faster we adapt, the more business we capture from the droves of new gun buyers who walk through our doors.

Get ’Em In …

There are many things dealers can do to encourage first-time gun owners to walk into their store. Philanthropic partnerships with outdoor youth groups and local first responders can help soften the community’s perception of a business.

Marketing is another avenue to reach him/her, but the most important part of a potential buyer’s development into a gun owner begins as soon as they walk through the door.

The atmosphere must be welcoming. Everything from the imagery on the walls to the music must be neutral.
For example, I personally know a lot of vegetarians who own firearms for sport shooting; none of them hunt. Having a large moose head mount on the wall by the front door would illicit a negative impression before those people had really entered the store.

Targets are another hot topic. A person interested in self-defense would more likely use silhouettes, whereas someone wanting to purchase targets to teach a 10-year-old long-range precision would be adamant about using bull’s-eye targets only. Many people feel humanoid targets lend to the negative stigma of firearm ownership, while others do not. There’s enough controversy surrounding gun ownership; we need to work together to satisfy and respect the needs of all gun owners.

Each one of us who is in the position to encounter a new gun owner is a genuine ambassador for the Second Amendment. We’re the diplomats who answer questions and guide these first-time visitors to the right purchase. Often, a new gun owner has no idea where to begin. It is an ambassador’s job to educate the buyer in a warm, supportive and friendly manner. A buyer who feels comfortable is more likely to make a purchase and even bring in other new buyers.

… And Bring ’Em Back

Offering classes is a great way to bring the new gun buyer back. The store where I work offers NSSF’s First Shots class for free. We hold the class multiple times per week and it’s always full. The class is intended to be a foundation and concentrates on safe gun handling and basic techniques. Safety cannot be over stressed. It’s a top concern for the new (or potentially new) gun owner. Both safe use and safe storage are addressed in the class.

As the buyer explores the store, it’s important to offer merchandise that reinforces safety. Vaults, locks, training tools and a class/activities calendar should all be in a high-traffic areas. This lets the buyer know you don’t just want to sell them a firearm, you want to invite them into a fun, safe way of life.

Key Factors For Women

The number of female gun owners is growing. In order to capture their business, we need to keep the characteristics of their demographic in mind. Their hand size can be limiting. Some like bright colors opposed to the standard “black” usually offered. They also tend to be especially concerned with balancing secure storage (preventing a child’s access) and accessing a firearm quickly to protect loved ones.

Cleanliness is a huge factor for women. If a store has a clean appearance and smell, female customers will return. (If a gun store can’t maintain good housekeeping, how trustworthy are its firearm recommendations?)

Although women can be some of the most challenging customers, they can also be the most loyal and will invite their friends to enjoy their newest discovery. Women tend to be very inquisitive and are perfectionists. They want to take as many classes as are offered to help increase confidence.

The most important tool in gaining and keeping a female customer IS the ambassadors with whom she interacts in your store. Make her feel safe, educated and so comfortable she could bring her friends — and she’ll do just that.

The most important tool in gaining and keeping a female customer is the ambassadors with whom she interacts in your store. Macho, patronizing talk will almost certainly ensure she won’t return. Make her feel safe, educated and so comfortable she could bring her friends — and she’ll do just that.

Finding The Right Fit

When helping her choose a firearm, remember there are very few firearms capable of meeting all of a person’s needs. There are some subcompact handguns capable of fitting larger-framed people. But for the average woman, there’s a distinct size difference between a firearm for home defense and one for concealed carry.

When talking to a customer, I’ll explain the firearm should feel natural to hold and shoot. Firearms are designed to be ergonomic. Encourage your female customers to handle and, if possible, test fire until she finds the right one. Your genuine efforts to keep her best interests in mind will help build trust and customer loyalty. Don’t come across as a pushy car salesman. You’re a champion for gun owners and the Second Amendment.

It’s virtually impossible to find a pair of high-heeled, steel-toed shoes suited for running marathons in the rain. It’s just as unlikely you’ll find a firearm to meet all of her needs. The smallest one would be easiest to carry, but if it’s too painful to shoot would she ever practice? The largest one might be the most accurate and have the highest capacity, but if a firearm is too large to carry, it will stay in the glove box instead of being on her person when she needs it.

What’s the firearm for? Home defense, concealed carry, sport? Does she want a revolver or a semi-automatic? What’s her budget? Can she shoot the firearm before buying it? It’s a learning process. Have fun with it!

Always remember you’re an ambassador for the Second Amendment — and if successful, you’ve invested in another potential advocate. Even if your potential buyer decides a firearm isn’t for her, make sure she has a safe, positive experience and walks out of your store educated.

Carmen Lout is the assistant manager, range operations at Shooters World in Tampa, Fla.

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