Classes: Your Top Sales Partner

Speaking of classes, they’re the most popular way (even during the pandemic) to host consumers at your store. Classes are effective because they’re the easiest to hold and most profitable. A student is much more likely to buy merchandise, especially accessories, while in your store after taking a class than someone who just walks in the door — even over someone who’s purchasing a firearm.

We probably have all experienced, either from taking a class or giving a class, the adrenaline dump where we would buy anything the instructor tells us we need. When Ed Santos from Center Target Sports (Post Falls, Idaho) teaches a concealed carry class, he draws a Spyderco Delica (with an Emerson opener) from deep concealment — to the surprise of students. They’ll stand in line after the class to buy that knife.