safety first!

Safety & Add-On Sales Come Naturally

Written By Mia Anstine

2020

Image: NSSF

Your store may be seeing a record number of gun sales because of all the craziness this year. As you are surely very aware by now, data suggests nearly 5 million people purchased their first firearm in 2020. This influx of new shooters increases your opportunity to educate and opens a path to secure add-on sales.

Owed largely to industry-wide education outreach initiatives, the number of firearm-related incidents have been reduced over the years. As a shooting instructor, hunter education instructor and hunting guide, I run across numerous newbies and am constantly begging them to remember safety. They’ll often hear: “You don’t want to become a statistic.”

Another NSSF report, released in May, showed less than 25% of these new gun-owners have taken a firearm safety course. This is the time to naturally bring them into your tribe, also known as loyal clientele.

Classes

You can do this by hosting education classes, reminding students of safety rules and teaching them ways to make their shooting experiences more enjoyable.

Magnum Shooting Center in Colorado Springs, Colo., is highly successful with their classes. The store has its own shooting range and boasts more than 8,000 members. If you have a range, consider saving time and making money by charging an annual membership fee. Additionally, renting the lanes to instructors will bring in revenue. Owner Melissa Lockburner confirmed they have an instructor on site and charge by the lane and by the client.

Self-defense is a primary reason for the pandemic year gun purchases. New gun owners may want to join a group class or work one-on-one (dealers have noted an uptick in one-on-one classes this year).

Safariland Impulse Range Kit

Your female customers may find themselves in situations like Laura Holland in Liz Lazarus’ “Free of Malice” — a hair-raising account of self-defense, based on real-life experiences, where the lead character fears a stalker and takes private shooting lessons. A common question women ask when they’re interested in purchasing a firearm is, “Which gun should I buy?” The best answer to this question is, “The one you feel comfortable with and can shoot safely and accurately.”

Rentals

Along with shooting classes, think about gun rentals as added income. This “try before you buy” philosophy will ensure the new shooter is comfortable (i.e., safe) with the firearm they own. You’ll receive money from the rental and the sale after they’ve found “the one.”

A happy gun owner will enjoy their shooting experience and look forward to practice time. If you play it right, whether you host a range at your location or not, more practice means more sales for you.

Having a range gives Magnum Shooting Center an advantage selling these products:
“Add-on sales come up naturally because of the range and classes,” noted Dan Jaeger, Magnum Shooting Center’s product manager.

While you could provide safety items as rentals, you may take a deeper look at the endeavor and decide lending these items out isn’t the best idea — especially in a post-COVID world.

Since its inception, Magnum chose not to rent eyes and ears to their clientele. Lockburner shared, “The expense and time necessary for cleaning materials and loss due to wear and tear would far exceed the value of having eyes and ears for customers to borrow. We wanted a sanitary experience from the start. Can you believe this was even before COVID-19 came upon us?”

Run The Gamut

Consider stocking an array of eye and ear protection with price points from low to high. “We offer ear protection in the $5 range for first-timers who aren’t quite ready to make an investment, and then carry the more pricey ones with electronics in them for the more experienced customers,” noted Lockburner.

Venture Gear debuted a new dealer display earlier in 2020, which holds up
to six glasses, features a mirror and a descriptive graphic to educate
consumers on ballistic rating. Measuring 10.5" L x 7.75" W x 26.33" H,
it can fit on a counter, but also includes hanging brackets.

Jaeger reiterated, “We stock less-expensive gear for the new shooters, and as they shoot more they upgrade.”

I looked at the shelves in the Magnum shop, and many of the hooks were empty. I inquired as to what brands sold well or how customers are choosing their hearing-protection equipment. “Howard Leight always sells well. It’s a quality product at a good price point,” Lockburner noted.

Howard Leight is well known in the industry and makes inventorying their product easy. A customer may already have a set, but they’re continually expanding their brand. If you want to entice the newbie — and the pro who already has ear protection — think about stocking the new eye-catching One Nation, Smoke or Real Blue earmuffs.

Hunting Safety

As a hunter and hunter-education instructor, when I think of “safety equipment,” eyes and in-ear hearing protection come to mind — as well as safety harnesses. Just like first-time gun owners at the range, new hunters may not be willing to make the same level of investment in protective gear as a longtime participant. (Think of Jaeger’s comment above on the buyer progression.)

This concept applies to passive versus active in-ear protection. Simple plugs, such as the SureFire EP3 Sonic Defender may suffice for a new hunter, but as they become more experienced they may want something with a better fit. They want something that doesn’t dig in, yet doesn’t jar loose when they’re shooting or hiking.

“ We stock less-expensive gear for the new shooters, and as they shoot more they upgrade.”

Dan Jaeger, Product Manager Magnum Shooting Center Colorado Springs, Colo.

Many hunters dream of in-ear custom molded ear protection, which can be extremely pricey, and require a trip away from your establishment. Bring this benefit to your customers by partnering with a local otolaryngologist to host a fit-and-mold day at your store.

Another in-ear option is available from Decibullz. They offer re-moldable custom hearing protection (think of the moldable bite guards worn by high school athletes). These are available as an ear plug or as a model with a percussive filter. Keep an eye out because they’re also working on Bluetooth technology in a percussive electronic option for their products. Additionally, Decibullz offers retailers merchandising packages for their counters, or if space is an issue, they provide shelf flags to attract the attention of your customer.

Harnesses are high on the list when you consider hunting safety. The good news is companies such as Hunter Safety Systems offer freestanding displays that take little room on the sales floor or wall. You can choose harnesses and add-on accessories as you see fit.

Howard Leight by Honeywell expanded its popular Impact Sport series
this year with the Honor Collection — One Nation, Real Blue and Smoke —
to honor veterans, active-duty military, L.E., firefighters and first responders.

Glasses

It may seem as though I’ve glazed over eye protection, yet this safety equipment is one I don’t neglect, and you shouldn’t either. Glasses are a place where you can hit a greater market.

“I stock a variety of glasses and have many non-shooters and even skiers who make a purchase while they’re in the store,” Lockburner said.

Consider stocking glasses in trendy colors, shapes and sizes to appeal to the masses. You may even have the college student who strolls in for a look.

They’ll be tempted to make a purchase — the fundamental idea behind strategic placement and merchandizing.

Remember, Lockburner told us she carries a variety of price points in eye/ear protection. Think beyond the shooter to the textbook scenario of a woman tagging along as her man visits the store. They stroll in and a pair of glasses with a feminine shape catches her attention. You know what happens next … another add-on sale.

Other Items

A few items we may not think of immediately for safety, but fit the bill and are great for add-on sales are slings, bipods, barrel-protection devices and packable cleaning and first-aid kits.

I stopped by Hi-Power Sports in Bloomfield, N.M., to buy hunting ammunition. While there, I asked about safety equipment.

“ There are also millions of people who are working remotely, which means additional computer time. If you haven’t yet made the investment in your online store, now is the time.

“The best-selling safety products in the store are small, personal handgun safes and lockable storage boxes,” answered Matt the store manager.

As I thanked him and headed out the door, he called me back: “Another piece of safety equipment I tell these first-time buyers is a must for their concealed carry is a proper-fitting and comfortable holster, especially in the days of polymer guns lacking a manual thumb safety or the like. I feel it’s a must to keep the firearm safe in order to not have a negligent discharge during carry.”

Online Add-Ons

Increased gun sales aren’t the only thing that has shifted as a result of COVID-19’s effect on how businesses have had to adapt operations. There are also millions of people who are working remotely, which means additional computer time. If you haven’t yet made the investment in your online store, now is the time.

Whether it’s in-store or online, maintain this ethos when it comes to sales of safety products: Keep your customers safe and keep them coming back.

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