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.
Let’s Talk
Honesty & The Value In Getting Uncomfortable
The women’s market and connecting with female customers isn’t the mystery some make it out to be. Pop culture and social media can offer clues, and the trends found there can be invaluable in helping you reach this demographic. Are you ready to be honest and get uncomfortable?
In February 2018 successful blogger Rachel Hollis published her first book, Girl, Wash Your Face: Stop Believing The Lies About Who You Are So You Can Become Who You Were Meant to Be. This casual memoir offers advice on how to overcome inhibitions and personal obstacles in order to live your best life. The book was (and still is) a huge hit. Hollis has since written two other bestsellers all while enjoying the dedication of millions of followers.
Hollis isn’t the only one. Instagram is peppered with female accounts celebrating “real” women. These influencers unabashedly share their vulnerabilities, from stretch marks to unfiltered, no makeup images. By providing uncomfortable snapshots and tackling unspoken realities, these women use social media as a woman-to-woman, girl- talk communication tool millions of women collectively appreciate.
Even the beauty and fashion industry, used to dictating what’s in style, took note and implemented greater diversity in their advertising and publications. Real-talk articles now appear in magazines and online content. Expansion of skin tone shades in makeup and clothing cut for a variety of shapes and sizes is no longer wishful thinking, it’s what female buyers expect.
What does this have to do with women, guns and your business? It serves as an example and an opportunity. The style-centric industries identified and made changes their customers valued. They addressed the uncomfortable. You can do it, too.
Common Complaints
In our industry, the frequent complaint women still have today is the level of condescension they receive. It seems to have happened to all women at some point: It’s the “little lady” talk. These scenarios are not as rampant they once were, but to state they don’t still exist would be a lie.
Getting the “little lady” treatment isn’t exclusive to the counter at the local gun shop, it’s happening online as well. I’ve experienced it along with many other knowledgeable females in the industry. Whether it’s being accused of being a “gun bunny” or being corrected on shooting technique by an ignorant user, we’re left to either defend our knowledge and skills or ignore such commentary. If this type of condescension is happening in the comments of your business’s social media, keep in mind the new female gun owner can find a single negative experience on social media a good enough reason to stay away. Even worse, she may share it with her friends.
How you approach women as customers is a reflection of your business. Regardless of the intention, and even when terms of endearment seem wholesome and come from a place of kindness, if your goal is to be welcoming to everyone there is a simple solution to avoiding any confusion or negative feelings. It’s professionalism. Teach employees to use “please” and “thank you” and ask questions like “How may I help you?” and “What are you interested in?” as they can be applied to any customer.
When it comes to online interactions, women don’t need you to be the proverbial white knight. In fact, they may not appreciate it at all. What they should feel is they’re respected and valued. Reactions, responses or lack thereof can send a message — good or bad.
I often tell my young daughters listening is a superpower. When we listen, we can often find the answers to our questions. When opening our ears and minds we can learn how we tend to look at things through a specific lens. In order to connect with female customers, take off the earmuffs and tinted shooting glasses and really listen.
Touchy Subjects
Just like we should take into account common concerns, we should also pay attention to the questions asked. It’s surprising how many of them are left unanswered. Q&A lead to FAQ. Those frequently asked questions not only drive traffic, but also help build trust.
An example of harnessing the power of the FAQ is Smith & Wesson’s Gunsmarts program. Launched over the summer, Gunsmarts combined giveaway incentives with a new gun owner video vault. Through the short format content, the company addressed many commonly asked questions this user group has about firearm safety, ownership and shooting. As one of the Gunsmarts instructors, I filmed topics like how to load a plus-one magazine and 10 tips for your first time at the range. Beyond the online success, it provides valuable resources for retailers and customers alike.
“When it comes to tough love, women can take it. It’s all in the delivery. Calm, clean and forthright communication and corrections are more effective than belittling, scolding or shouting.”
Tough Love
Firearm ownership and usage requires responsibility. It should be clearly communicated regardless of gender. In our efforts to encourage, we cannot gloss over the importance of discipline and respect for lifesaving rules. Convenience and comfort cannot trump safety.
The success of Girl, Wash Your Face and the many female influencers who connect with their followers show when it comes to tough love, women can take it. It’s all in the delivery. Calm, clean and forthright communication and corrections are more effective than belittling, scolding or shouting. You can take it a step further and offer insight from a trusted female expert who can help you and your business relay the importance of safety standards. Think about it. Which is better? Harsh criticism or being able to share insight from a relatable, respected female mentor who can say, “Girl, keep your finger off the trigger or girl, watch that muzzle!”
There’s a difference between talking down to and being straight with your female customers. There’s a difference between telling a customer what she needs versus asking her what her needs are. There’s a difference between making a customer feel stupid versus inviting her to learn. Identify these differences, honestly evaluate how your business communicates and embrace uncomfortable questions. Take notes from success stories in female-focused businesses and apply them to your own to help you connect and grow.
Julie Golob is a multi-time world and national shooting champion, instructor, U.S. Army veteran, author, industry spokesperson and serves in other ambassadorial roles.
