Circling back to real talk among women, to connect with female customers it’s also important to ask if your business is addressing their specific questions. Yes, this includes the uncomfortable ones. Do you have resources for women who may be terrified to take their first shots? Are you able to explain what she can expect during recoil of various calibers? Do you share the real challenges of choosing smaller, lighter firearms when it comes to being able to shoot them well? Can you guide her on the proper steps of how to address on-body carry in a public restroom?

Answering the uncomfortable questions can help you build loyalty. We’ve all heard the saying there are no stupid questions. Ignoring the questions or leaving them unanswered can make segments of your customer base feel under-appreciated or even unwelcome.