The next generation at the bench

Picture a gunsmith, and there’s a decent chance you imagine an older man behind a crowded workbench, surrounded by tools, parts and decades of hard-earned knowledge.

Students take more than one route to that bench.

Jarred McNeely, vice president of academics at Sonoran Desert Institute, said his students over the last 16 years have averaged about 30 years old. Some are just graduating high school; others have spent a few years in the workforce. Interests range from hunting and shooting to wanting to build, develop or repair firearms encountered through video games. He said most students he has worked with have military service in their backgrounds.

For dealers and range owners, the marketing takeaway is straightforward: Help customers get to know your gunsmith and understand what they can do. Explain the experience behind the service, show the work and make it easy to ask for help.

Different paths, shared motivations

Although students arrive through different routes, McNeely said their motivations overlap. Some want to advance their careers; others simply want to learn more. He repeatedly hears about “the ability to work with their hands to provide a needed service to their communities,” the variety that keeps the work interesting and, naturally, a love of firearms.

“Gunsmiths are simply mechanics for firearms,” McNeely said. Like mechanics in other industries, they often develop specialties. These can include general repair, metal refinishing, stock repair and machine-tool work. Other paths include working in custom shops or repair departments for manufacturers or importers, operating or maintaining ranges, providing firearms instruction, or working in maintenance for law enforcement.

That gives businesses plenty to market. First, customers have to understand what is available.

Make the expertise easy to see

Simply advertising “gunsmithing available” leaves customers guessing. It is a little like putting “mechanic available” outside a garage and hoping drivers fill in the rest.

Spell it out.

Customers may be looking for someone to mount an optic, replace sights, repair a stock or diagnose a firearm that is not functioning correctly. Name the services you offer so customers can recognize the help they need, even if they have never hired a gunsmith.

List your core services on your website, at the counter and in customer communications. McNeely noted that not every gunsmith can offer every service. Work together to identify the jobs your customers need and your business can provide. Explain how to request an estimate and which work is handled in-house.

Then introduce the person behind the list. A name, photo and short profile can explain their training and specialties. Show the work through a before-and-after refinishing photo or an explanation of a common repair. Include a clear invitation to ask about a job.

McNeely has seen dealers successfully bundle products with gunsmithing services. A pistol can be offered with a choice of sights or optics, for example, with installation handled by the gunsmith.

The customer can discuss the accessory and installation in one conversation. Start with one package, explain what it includes and how installation is priced, and make sure sales staff can describe it.

Ranges without an in-house gunsmith could partner with a local professional for service days or a referral arrangement. Tell customers which services are available and how to book them.

Take the expertise beyond the counter

Some of the best marketing for a gunsmith happens outside the store.

McNeely offered to clean and inspect all the firearms for a local hunter education instructor. The instructor could focus on students without worrying about whether the firearms were functioning properly. McNeely described the response as very positive.

Similar opportunities exist through scouting groups, 4-H shooting sports programs and firearms organizations. Attending banquets or donating services for an auction or raffle can help businesses make connections.

Choose one local group and ask what support it needs. Agree on a manageable commitment and attend when you can. A useful service gives people a reason to meet your gunsmith; the conversation gives them a chance to learn what else your business offers.

Carry the knowledge forward

As experienced gunsmiths retire, McNeely sees a need to pass on their knowledge while helping students use available technologies. Students with experience in robotics or technology clubs may bring additional technology skills alongside a desire to work with their hands.

“It is a fun balance of ensuring students learn the basics while also looking ahead to the future of the industry,” McNeely said.

Keep your service lists and staff introductions current as capabilities develop. Ask customers how they heard about your gunsmithing services, and track the inquiries and bookings that follow.

The paths to the bench are changing. Give the person working there a place in your marketing — and give customers a clear way to put that expertise to use.

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