Overcoming Uncertainty

The reasons behind a potential buyer’s delay in purchasing a firearm are many, but much of it boils down to uncertainty — not understanding the process required to purchase a firearm; not enough experience or knowledge about safe use, storage and transportation of firearms; and price options. Fearing the worst, as is normal when uncertain about any new activity or product, potential customers hesitate to take the next step.

This is where we lose a lot of our potential new customers. Most of the time, this happens before they ever walk into a brick-and-mortar retailer. Collective efforts by retailers, manufacturers and the industry to reach out to these potential customers will help boost sales.