According to Westrom, cleanliness and lighting are priorities for her female customers. “From your parking lot to the bathroom, make sure your store or range is clean and well lit,” she advised.
Talk with your customers, Westrom suggests. “Learn if they have done any research or if someone has already recommended something to them. Ask them what they want and listen to why they want it,” she advised. “Be prepared to spend time explaining why, for example, a .44 Magnum airweight revolver is not the best choice for a first self-defense handgun. Believe it or not, I’ve had men in my shop think it’s exactly the gun their wife needed.”
Westrom notes women shop much differently than men.
“Men want to choose between good, better and best. Women insist on knowing all their options, which naturally means taking more time. But it’s worth every minute of the time spent with a woman to help her decide which extras she needs,” she affirmed.
Add-ons such as extra magazines, range bags, cleaning kits, mag loaders, snap caps and ammo all enjoy high margins and help your bottom line.
Survivors, Not Victims
Do you know any women who have suffered domestic violence at the hands of a loved one? Chances are, you know more than a few. The number of people victimized by “severe physical violence” is staggering.
Contrary to the #MeToo social media movement where women across the U.S. raised their hands in solidarity to claim their status as survivors, abuse is not always something women (and men) choose to talk about.
Whether a woman is open about her violent encounters or chooses to keep them tucked away, her injuries are usually invisible when she walks up to a gun counter or visits a range for the first time. You’re not likely to see the fear, helplessness and courage she has overcome to decide to arm herself.
You, however, have the potential to become a powerful ally in her world. More than anything, she needs education and thoughtful consideration at the start of her journey toward safe, responsible gun ownership. Your courtesy and genuine concern for helping her learn could very well make all the difference in her self-confidence and future.
Intimate Partner Violence
Shirley Watral never considered arming herself or owning a handgun until she survived a violent ordeal with a boyfriend who assaulted her, restrained her and then held her captive.
“His abuse continued as he stalked and threatened me while the legal battles against my attacker lasted for months,” Watral said. “I came to believe the only way to protect myself against his intimidations was to learn how to defend myself against him and anyone else who wished to harm me. I vowed never to be a victim again.”
Watral’s troubles with her attacker persisted while he continued his manipulative and threatening behavior toward her.
“After losing every shred of self-assurance to rape, nothing has given me more certainty than gun ownership.”
“It was during those tough days I threw myself into soaking up as much as possible about firearms and self-defense,” she recalled. “I took every class I could find and joined my local gun club. The people were so accepting and helpful. They let me try their handguns to see what I liked best and eventually became my friends.”
Her tireless hunger to learn eventually led Watral to transform her career. She became an NRA certified instructor, gun range general manager, 3-Gun competitor and author.
Violence In Marriage
Dating isn’t the only place where violence happens. A woman who shared her nightmare and wants to remain unidentified was raped by her husband of almost 20 years. After a party, he viciously assaulted her in their bedroom. In all the years they were married, he never lifted a finger toward her in anger. But that night, something snapped, and with his deed, so did their marriage.
The concept of having to protect herself from her husband was something that never occurred to her before his attack. She slept in a spare bedroom locked from the inside before they were separated and subsequently divorced.
Like Watral, her career landed her in the shooting industry. She had no experience with firearms before taking on her new position, and like many women, she was tentative about guns at the beginning.
She was afraid of recoil and noise, but became proficient and confident once she committed to educating herself.
“At first, I turned around and left the store and range. I was so embarrassed and anxious I couldn’t work up the nerve to ask questions because I didn’t want the people to know how ignorant I was and judge me. The next time I went with a friend. It was a much less stressful experience because I wasn’t alone,” she said.
She added the buddy system gave her enough of a boost to visit the range more often, eventually giving her the confidence to go alone.
“My firearms education taught me the situational awareness I need to listen to my instincts and follow my gut. After losing every shred of self-assurance to rape, nothing has given me more certainty than gun ownership,” she stated.
She continued, “I don’t see myself as a victim. I’m a survivor. Owning a firearm, training with it and knowing how to safely use it has empowered me in a way I could never have imagined before my assault. I am safer because of it.”
This woman continues to learn and train and now encourages other women to join her through memberships in A Girl & A Gun and The Well Armed Woman. She’s also become an outspoken advocate for the Second Amendment.
Friendly Advice
Jeanelle Westrom, owner of Davenport Guns & Shooting Club in Davenport, Iowa, takes special care when greeting women at her gun counter.
“I welcome them the same way you’d welcome anyone to your shop,” she said. “Say hello when they walk in and ask if they’re looking for anything specific. We keep concealed carry purses by the entrance because we’ve noticed once a woman sees items specifically for her, she knows she’s welcome.”
Law enforcement officers often refer women to firearm retailers and encourage them to learn how to defend themselves. Introductions like this are valuable for shop owners and their potential customers.
“Local LEOs have sent women to me for help, and generally, my first step is not to hand them a firearm,” Westrom stated. “It usually takes baby steps before a victimized woman is ready to purchase her first firearm. First, I offer her pepper spray and a personal alarm so she can begin building the confidence she needs to know she can truly do something for herself.”
Westrom’s next step is to match women with an instructor as soon as possible for coaching on hand-to-hand self-defense techniques.
“Think escape, not fight training,” she added.
Simultaneously, Westrom puts them with a certified firearms instructor for training with a gun if they want to and are ready.
“I’ve discovered when introducing women to less-lethal options they’re able to leave the shop the same day with something that offers them some protection without overwhelming them with a firearm. I understand not everyone feels comfortable with guns, but I tell my customers I still want them to be safe and protected.” (Because of this, Westrom keeps a variety of less-than-lethal products on-hand.)
When asked what puts women most at ease in what can be an intimidating first visit to the gun counter or range, Westrom has several great suggestions.
“Have female employees,” she answered. “Honestly, having women who work behind the counter and as instructors goes a long way toward making other women feel welcome. We have women on staff who range in age from college students to great-grandmothers, and it helps ladies who walk in feel immediately comfortable.”
“Have female employees. Honestly, having women who work behind the counter and as instructors goes a long way toward making other women feel welcome.”
Firearms Ownership Empowers Women
Westrom’s comments about firearms empowering women resonates.
“Criminals want victims,” she asserted. “Women who act and look confident (as if they will defend themselves) are much less likely to become victims!” Her advice is spot-on. Confidence is most definitely a deterrent to criminals, and a confident woman is powerful.
Use your expertise and wealth of experience to empower the journey of women visiting your shop. Her wounds might always remain unseen, or she may be vocal about surviving violence.
Either way, kindness is free, and her loyalty is earned. She will not soon forget the person who helped her discover the fighter within.
Laura Evans owns Silver Bullet Marketing and is a public relations and marketing consultant for the shooting, hunting and outdoor industry.
