Closing Strong

A customer has bought a new gun from you. Hooray! They’re about to leave with nothing else in hand. Less hooray.

Selling a gun is great, but of course, it’s only a start. Let’s be honest: Whether it’s to a first-time buyer or a regular who picks up the hot new SHOT Show release as soon as it hits the shelves, we’d like them to buy a little more. It’s not just for our bottom line; being a one-stop shop is good for everyone. 

After all, a local place gives consumers an opportunity to go hands-on with things they might want to buy, and sets you up to support impulse purchases. The trick is figuring out how to get people buying more than just the gun. 

One way is to walk them through all of the things they’ll need or want on their gun owner journey, much like this:

Start with add-ons to the gun itself. Many pistols come with only two or three magazines. Many rifles, not so much. Experienced shooters know extras are good not only for more enjoyable range sessions, but in case of product failure — a point you can easily educate new shooters about.

A bundle discount for magazines can bump up the sale a little bit, with something equally good for both buyer and seller. Discount coupons usable on a return visit for magazines and other accessories can also work, with the bonus of getting them into the store again.

Offer Services

Don’t stop there. Offer upgrade parts and services too. New sights? New grips? A replacement magazine release or trigger? There are many available that are reasonably simple to install, whether for the customer to do at home or through an in-house armorer or gunsmith at your store.

More involved performance and reliability upgrades can also be options, along with finishes like Cerakote or DuraCoat. The best time for many of these modifications is when the gun is new, so make it easy for buyers to tack them on to the sale. If you also sell pre-owned or consignment guns, including a basic expert inspection is a good idea, plus an option for a more detailed inspection before the purchase is final.

Safe Storage & Transportation

Your customer will also need some way to store and transport their new gun. The plastic case that is (probably) included is prime for replacement with something of higher quality, more personalized or easier to take on trips. Of course, you can have a whole range of options.

All gun owners need to have a way to keep guns away from people who aren’t or shouldn’t be allowed access. You don’t need to upsell a first-time buyer to the biggest safe that fits in the store; a single-pistol lock box would work for them too, maybe one that is easier to unlock than a padlock on the case that came with the gun and safer than the free trigger lock packaged with it. A frequent buyer? Perhaps it’s time for them to get a safe that can fit their entire collection.

Alternatively, portable hard-sided cases that can be locked and have sturdy latches can also be used for more secure storage than a cheap plastic box, plus they are great for travel. Don’t forget to have plenty of stickers available so a buyer can make it their own!

Soft cases are less bulky and more convenient when heading to the range, plus you can stock them in everything from basic, black nylon to wild colors and patterns to hand-tooled leather. Either type can be offered for the single gun they buy today, and for the multiples they have or will collect. Some are also included with or fit perfectly into range bags that can corral everything needed for an afternoon of shooting. The shopper already owns a range bag? How about a bigger or smaller one for different activities? 

Range Essentials

Speaking of heading to the range, you can sell many things shooters need to stock up on for a productive and fun trip. Ammunition is obvious, but think about other consumables like targets in cardboard or paper; with splatter or reactive features; themes for games or holidays or self-defense; target pasters, patches and tape; and medical supplies for both basic and catastrophic injuries (gunshot wounds in particular).

Non-consumables such as magazine loaders, staplers, gun-specific tools and sport-specific gear are also helpful. Basically, think of everything you and your staff have once forgotten or wished you had when you went out shooting, and put them on the shelves. Take it one step further and package them together for an easy grab-and-go kit ready for a buyer to immediately take to the range and try out their new gun.

If the buyer is new to guns entirely, they’ll also need standard safety equipment such as hearing and eye protection. If they aren’t so new, they might be interested if nicer versions, such as electronic earmuffs or safety glasses with interchangeable lenses are pointed out.

Even if they aren’t shopping for those extras today, you can make them aware they don’t have to wait for shipping when they are ready to buy. (The same goes, by the way, for holsters and other concealed carry gear, as well as specialty apparel like shooting vests and gloves — all of which also benefit from being able to see and touch before being bought.)

“Care” About Gun Care

And let’s not forget, after being used, guns also need to be cleaned and maintained. Kits are an easy addition to the sale, either in the form of a compact version that can be tossed into a range bag or a larger, more complete kit that can be used to scrub down anything and everything. You can also get fancy and put some ultrasonic cleaners out for less dedicated cleaners. 

If the customer is on a budget, bore snakes are attractive — even to people who already have normal cleaning kits. Don’t forget cleaning solvents, oils and greases either, along with replacement and additional tools for what’s in the kits you offer (think gloves, patches, brushes and swabs for the former, and gun-appropriate screwdrivers and Allen wrenches for the latter).

Regardless of how (or if!) your customers clean their guns, think about stocking lead-remediation wipes and soaps, too. You can even send a customer out the door with some samples and a reminder of where to return when they need more.

Education Opens The Door To More

Finally, last but not at all least, education is always a perfect level-up to any gun purchase. Anyone can benefit from more knowledge about their new hardware or what they can do with it. Your store may not have live-fire facilities available, but consider partnering with a local range or offering a range of non-shooting classes.

Basic safety and gun handling can be more productive in a classroom-only session, for instance, and topics like Stop the Bleed and other first-aid essentials are best taught in those environments. Ancillary instruction on ownership and use legalities, self-defense skills and strategies and gun maintenance and armorer techniques are also relevant. There’s also room for introductions to hunting, shooting sports and reloading.

Remember when you were new to guns or introduced a loved one to the world of shooting? What did you learn, through trial and error, that you needed? Use your experience to guide gun buyers so they don’t make the same mistakes others have already tripped over. The sky is the limit on what you can offer them. 

Read More of Shooting Industry’s October 2025 Issue Now