Check Your Assumptions
At The Door

Avoid These 5 Deterrents For Women

Written By Ava Flanell

2021

Women have fought to vote, get a credit card in their name, receive an Ivy League education and to even wear pants. Purchasing a gun, the greatest equalizer, shouldn’t be something we fight for or feel any discomfort in the process of doing so. It’s our American right.

So why, after all these years, are so many women still facing discrimination at gun stores and ranges? And is this something done unconsciously because women are still in the minority? Let’s explore five common deterrents women face when coming in for a visit.

1. Different Treatment

Recently while traveling out of state, I walked into a gun store and expressed interest in purchasing my first gun out of curiosity to see how I would be treated.

The salesman didn’t inquire about my potential use and needs. Instead, he defaulted by immediately starting me off in the GLOCK department. I asked about a .45 ACP to which he committed the first misconception and said, “The problem with .45s is pulling the slide back and chambering it correctly. Sometimes it’s a deterrent for a lot of the women who come in here.”

Then, instead of verifying my ability to operate the slide, he brought out a Smith & Wesson M&P Shield EZ and talked about the multiple safety features and the ease of operation. The salesman put the gun on the counter and then handed me a GLOCK and told me to feel the difference in tolerances, expecting me to struggle with the GLOCK. To his surprise, I took the GLOCK and effortlessly locked the slide back.

This is just one example of how men and women can be treated differently at gun stores and ranges. Whether it’s deliberate or not, it can drive away a lot of business. With women being a fast-growing market in the gun world, you’ll have far more successful sales if you leave assumptions out and treat everyone equally.

Though the shooting sports is filled with many great men who continuously encourage and praise women for taking safety into their own hands, like all industries, the few bad apples — and even outdated perceptions or mistaken assumptions — quickly tarnish the experience.

2. Not Being Addressed

One of the biggest issues I see and face as a female is not being addressed in the store. When I’m alone, the salesperson assumes I’m in there with my boyfriend or husband who’s off buying something. As a result, they don’t ask if I need anything. If I enter the store with a man, the salesperson talks directly to him and rarely makes eye contact with me.

“Men and women can be treated differently at gun stores and ranges. Whether it’s deliberate or not, it can drive away a lot of business.”

This, unfortunately, is a very common experience for women.

Vicki Hommes, a firearms enthusiast said, “When I go into a gun store with my husband or son, the salesman ignores me and assumes it’s the guys who are there to make a purchase.”

Many other women shared similar experiences in the Women’s Concealed Carry group on Facebook.

Heather Lynn recalled, “I’ll ask to see a gun and the salesperson hands it to my husband, who then hands it to me. I hand it back to the salesperson and tell him to ‘keep it’ and I walk out.”

3. Societal Norms

Ironically enough, eight out of ten times I walk into a store or range with a man, the man I’m with is a student who knows very little about firearms. I recently assisted a student purchase a cleaning kit for his gun so I could show him how to disassemble and clean it.

While standing in line, another customer told my student he picked out a good brand. I interjected and told him I agreed. He then turned to me and asked if I shoot guns too. Before I could answer, my student exclaimed, “She’s actually teaching me how to shoot!”

I’ve trained many couples of which the woman has the knowledge and experience, but the man is a novice. Women taking their spouses to a firearms training class or leading the way into a gun store as they purchase the man’s first gun still seems abnormal to even me at times.

I’ve joked with these couples, asking who sleeps closest to the door at night; I mean no harm, only humor, but I realize I’m also part of the problem our industry faces. Although this is refreshing to see and I support it, societal expectations and outdated masculine and feminine roles are a contributing factor to how we act.

4. Singled Out

There are now more female gun owners than ever before, but women frequently express they feel out of place when going to the range to practice.

“I’ve felt as if the range safety officers (RSOs) were watching me much more closely than any of the men there. So much so it felt as if they thought I didn’t know what I was doing. The last time I went the RSO stood behind me the entire time, directly behind my lane, and only went behind my boyfriend for like 10 seconds,” said Shelby Bobrow, a stay-at-home mom.

“Offering unsolicited advice, even when the intentions are only good, should be avoided.”

Later on, the RSO complimented her shooting skills, which I expect was encouraging, but anyone can understand how the initial response might be taken negatively. Most men and RSOs don’t mean any harm by watching, but singled out attention can make anyone feel extremely uncomfortable, including men.

5. Unsolicited Advice

Offering unsolicited advice, even when the intentions are only good, should also be avoided. I’ve seen men approach women at the range, fix their grip or stance or offer other shooting tips. Unless someone is handling the firearm unsafely or they ask for help, people need to stay in their lane.

If you feel like you’re absolutely doing someone a disservice by not telling them something and you’re qualified, start with the interaction with a question: “Can I offer my opinion?” While it’s great to offer helpful suggestions, it’s often unwarranted and makes for an uncomfortable experience at the range — which prevents women from making a return visit.

The New Norm

Whether or not our intentions are good or acted on without realizing the impact, we need to understand seeing women at gun stores and ranges is the new norm. Put aside the assumptions, stereotypes and unwanted advice. It won’t keep your doors open. The number of female instructors and shooters today is increasing and they have a direct line to the largest expanding demographic in the firearms market.

When handing a handgun over to a prospective customer, don’t make assumptions — ask questions. (And listen!)

Handle each customer as if you are conducting a friendly interview with the end goal being to match them with the product, firearm or training experience that best fits their needs. Just a few short, friendly questions void of any assumptions can make a world of difference in the customer experience.

Treat all customers like this and you’ll earn not only the sale, but repeat business and their recommendations to other new customers.

Ava Flanell is the founder of Elite Firearms & Training in Colorado Springs, Colo.

We think you'd be interested in this, too

Check Your Assumptions At The Door