Learn From The
“In-Between” Customers

Everyone tends to be (or should be) somewhat cautious in new surroundings. For the new firearms owner, a gun shop can be an overwhelming and scary place. For the experienced shooter, something different sets the tone. While the major focus today is on new gun owners, don’t forget about the segment in-between — people who are familiar with firearms, but who are not experts.

Don’t Assume — Ask Questions!

More women are taking firearms classes every day, such as carry concealed and learn to shoot, but not every woman who enters a gun store is new to firearms.

I’ll admit to “testing” store staff by asking what they would recommend for me. If they point me to the smallest gun or suggest something “pink,” I know they don’t take me seriously. I have had both negative and positive experiences, and prefer when there are no assumptions — no one questioning why a 22-year-old, 5’3″ female is in their shop without a brother, father, boyfriend, etc.

Sheena Baber runs Gun Depot USA in Lynn Haven, Fla., with her husband. Her personal experiences have greatly impacted the way she directs her staff.

“I have quite a few women who are very involved and experienced with guns,” she informed. “The biggest feedback I get from them is they hated going to shops and being treated like a woman who the salesperson assumed knew nothing and should only be shown a colorful gun or revolver. I’ve experienced it in other shops when we travel. They’ll either act like I’m clueless or talk to my husband.”

Some may think it’s prying, but do not be afraid to ask questions. Inquire about experience and interest. Just as the customer initially assesses the store, you can do a little reconnaissance as well. Knowing more allows you to better direct your customers. Many times, people are just browsing, and that’s okay. Ask what they’re looking for and if something isn’t in stock, offer to help them to locate it elsewhere. Going the extra mile is appreciated.

Baber makes it clear to her employees they need to really listen to customers, ask questions and focus on the customer’s desired use.
“Most people just don’t listen to help direct the customer to the right type of gun,” she claimed. “It’s not about the gun you think they want — listen to them!”

Be Well Rounded

Parma Armory Shooting Center in Parma, Ohio, has a host of classes, range and retail opportunities available, though most are aimed at personal protection and new shooters. Parma Armory President Rob Euerle explained this strategy: “We don’t order, deal with or see a lot of competition guns or shooters … 95% of our customers coming in don’t know anything about competition shooting, they’re there to buy their first gun, take their first class.”

Parma Armory does, however, host a 12-week pistol shooting league to both encourage newer shooters to practice and to provide an engaging opportunity for those more familiar with shooting. Most of Parma Armory’s customers are range users and are more concerned with personal protection than target shooting, so this is where personnel expertise falls.

A few months ago, I was visiting a local gun shop when a woman wandered in looking for shooting glasses. She was directed to a small display with limited inventory bearing the choice of yellow or shaded glasses. I quickly realized she was not a stranger to firearms, but she did not know which glasses to choose. I struck up a conversation with her and learned she recently started shooting trap as part of a league. I explained orange, yellow and magenta lenses tend to make clays easier to see. She also mentioned she has some issues keeping both eyes open when she fires. My solution: place translucent tape over the lens of the non-dominant eye. She bought the yellow glasses and left happy and willing to recommend the store to her friends, even though I don’t work there. Knowing a little about different types of shooting and accessories can truly make a difference, especially for more experienced customers.

Learn From Your Customers & Connect

No one knows everything. It’s impossible! Be the first to admit what you do and don’t know, and be willing to learn. I compete in very niche types of competition and while I am accomplished on the range, I am not the most mechanically minded person in the world. I know how to shoot safely and accurately and a lot about a few specific guns, but not as much about most other firearms. I know what loads shoot best in a .223 service rifle, but haven’t shot very much with plinking ammo.

My experiences certainly don’t mirror every other woman’s, or every other person’s, but they illustrate a point. Take the time to learn about, and from, your customers. What types of shooting do they enjoy? What do they do? Why are they there? Even if you don’t sell anything, exchange knowledge — it can help you with the next customer. This is a great approach to take when customers come in looking for something specific or don’t need any help. It is an entry into conversation and into establishing a lasting relationship.

It’s exciting to share an interest. Though you may not sell a gun, you will gain a customer for life. For example, I don’t need a National Match AR-15, I already have one. I smiled when Tim Ostrander, president of Summit Armory in Akron, Ohio, mentioned they had an A2 in stock. I was eager to see it. No, I didn’t buy it, but I did tell some people I knew about it and fixed the sling so it was properly configured for the type of competition it is meant for.

Feeling heard and listened to is important, and is a tenet of customer service at Summit Armory. “We handle every customer differently,” Ostrander said. “Whether a competitive shooter or a first timer, everybody’s different. We’re the first people to admit we don’t know everything.”

He and his employees are willing to listen, learn and help customers research what they do not know. Inclusivity is also important.

“We have such an enormous crowd of ethnicities, men, women, age groups … we’ve actually had a few people who were really comfortable by the time they left, and then friends would come with them the next time.”

It’s this sense of connection and being respected that keeps people coming back.

I’ll admit to “testing” store staff by asking what they would recommend for me. If they point me to the smallest gun or suggest something “pink,” I know they don’t take me seriously.

It is incredibly important to be able to assist more experienced firearm users, especially women. I hate to speak for everyone, but people tend to remember extremely negative experiences and extremely positive ones, and they share. While new shooters may be the dominant customers right now, you need to keep them coming back. Experienced firearms users will often become mentors to new shooters and also have the largest networks of local firearm enthusiasts, so become their friend and learn from them.

Serena Juchnowski competes in High Power Service Rifle and Palma, and earned the Distinguished Rifleman’s Badge in 2019. She’s also a freelance outdoor writer, photographer and social media manager.

Click To Read More Shooting Industry May 2021 Issue Now!