DEALER ADVANTAGE
Stay Informed And Be More Profitable
5 Event...
At the time of this writing, with all the complexity of dealing with COVID-19, states were in the initial stages of lifting lockdown restrictions.
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Training In An...
With the addition of potentially tens (if not hundreds) of thousands of first-time gun owners in the first half of 2020 alone, the need for training and...
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After The...
It became nationwide — even worldwide — news: In the first few weeks of COVID-19’s spread throughout the U.S., people who had never thought they’d...
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Understanding...
Over the past few years, Southwick Associates and NSSF have been learning more about the unique groups, or segments, that make up the U.S. firearms market.
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DIY Events:...
A special “Do It Yourself” (DIY) event is a wonderful tactic that delivers multiple dividends for any retail store.
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6 Tips To Grow...
Your digital presence, or lack thereof, matters now more than ever. Since the start of the coronavirus outbreak earlier this year, the internet is seeing a...
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U.S. Firearms...
In the early days of the pandemic, dealers reported robust activity from customers — wiping out entire in-store firearms inventories in many cases.
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Summer Fun
Full disclosure: This article was written in late March, just one week after the novel coronavirus was declared a global pandemic. If we all did our part...
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Archery Trends...
The market for archery equipment, including gear used in competition, recreational shooting and bowhunting, has been holding its own in recent years with...
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Range Games
It’s safe to assume every one of your potential customers knows you sell guns. They also know you sell ammo and a wide range of accessories to go with them.
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Selling...
No dealer reading this needs me to tell them a sales staff who ignores female customers isn’t going to sell much to that market. Ditto to a salesperson...
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3 Negative...
Typical sales and marketing philosophies recommend your communications include a lot of positivity, hype and other forms of promotional words and imagery....
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Don’t Miss Out...
If there are any silver linings to be gleaned from the onset of COVID-19 it’s the unprecedented number of new customers joining the ranks of firearms...
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Women & the...
The NASCAR concept in advertising made its way into the firearms industry in the 1980s and ’90s. As a result, the shooting sports received unprecedented...
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6 Out-of-the-Box...
Whether offered monthly or weekly, ladies’ nights (or days) have become a commonplace offering at gun ranges throughout the country. So much so women have...
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Keep It Real
If reaching out to women is not an integral part of your marketing strategy, it should be.
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Welcoming Women...
There are an increasing number of women taking up self-defense, shooting sports and hunting — which adds sales for gun retailers.
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4 Ways To Reach...
The easiest customer to reach is the one nearest you — that is, the one who already loves firearms, shooting, hunting or the associated gear. As you...
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Best Bets For...
SHOT Show, among other things, is a good place to see what’s trending according to the manufacturers’ market analysts. Here are some products sure to...
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An Early Look At...
Don’t worry; there isn’t a typo in the title of this month’s column. It’s a nod to an annual staple soon appearing in the July 2020 issue —...
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Shot Show 2020...
For the first time in several years, SHOT Show 2020 was held in a period not marked by either fear-induced buying or widespread sluggish sales — replaced,...
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Decisions, Decisions
Another SHOT show is in the books. Now comes the daunting task of figuring out what to make of all the new firearms and accessories announced during (or...
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SHOT Show...
Just as it is every year, SHOT Show 2020 was busy and crowded. With only mild jitters about the impending impeachment hearings in the air, retailers were...
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Niche Marketing:...
There’s a human interest story behind every gun shop, and in each, one or more useful lessons for others in the firearms retailing business. This is...
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Marketing In The...
The shooting industry exists for reasons far exceeding self-defense and the preservation of life; but for not less than those. To be sure, we love our...
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Use Colors To ...
“People make up their minds within 90 seconds of their initial interactions with either people or products. About 62–90% of the assessment is based on...
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Satisfying The...
Long-range shooting, whether for fun, competition or hunting has been on a steady upswing in recent years. How are retailers going the distance when it...
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Building Blocks
For most dealers, the concealable handgun represents one of the pillars upon which a business can be built. Manufacturers are constantly churning out new...
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Knife Profits
It’s a dilemma every retailer faces, especially when SHOT Show rolls around and hot new products are tempting their buying taste buds at every turn.
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Success Depends...
A good point-of-sale (POS) system can serve as the backbone of a retail business. If implemented well, it will make your operation more efficient by...
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Initial Reaction...
SHOT Show 2020 delivered a much-needed (and timely) injection of enthusiasm for the industry. With 2019 closing on a high
note — Black Friday NICS checks...
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Handling Unusual...
Anyone in the business of selling anything knows the customer I’m about to describe. This buyer knows exactly what he or she wants, and “no one has made...
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Communications...
I graduated from college in 1993 with a bachelor’s degree in organizational communications. My studies included the standard array of courses including...
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THE SILVER BULLET
Competing with the likes of Amazon and other online retailers, your store has to “get it right” while meeting the immediate needs of customers today.
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Distributing The...
Entering the 2020s, it doesn’t take a lot of detective work to notice the significant amount of change the two-step distribution model experienced over...
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Selling High-End...
The increasing popularity of long-range shooting has spurred more than sales of just firearms and ammunition. As shooters have reached for longer and longer...
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Maximizing Your...
A lot of factors are in play when a member of your sales team is engaged in “securing the sale” with a customer. You can have a bright storefront with a...
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