3 Values That Have Aged Well
Nearly 10 years ago, we published a note in Letters To The Editor under the title “What’s Your Grade?” from Lonnie Craigton, a dealer in the Kansas City area. Unlike milk, bananas or early predictions the iPhone was just an oversized iPod and was never going to “catch on,” this particular letter aged pretty well.
It began: “Dealers need to get over all the fuss about internet competition. It’s not going to change, and those who sell through the internet will actually get more of many parts of our business. That’s just the way it is, but there are many things those who sell through the internet can’t provide, one being our service.”
The “service” argument has existed for as long as the independent dealer vs. big-box retailer debate, but Craigton pointed out there is often inconsistency in how it’s delivered.
“There’s plenty of talk about service and how great we dealers are at it, but if we’re really honest, some of our ‘service’ really isn’t service at all,” he noted. “Step back and look at your store as if you’d just walked into it for the first time. Your display may look really nice, but a lot of products you have in those displays people can buy [online].”
He continued, “What about your service? How are you doing in this part of your business that can make the difference if customers come back to you?”
Craigton went on to suggest dealers should take a step back and objectively “grade” themselves on the quality of their service, staff and more.
“If we took the time to give ourselves grades on how good our service is, would we get an ‘A’ or an ‘F’?” he asked. “When I did this type of grading, I found I was a bit embarrassed about my grade. I have to admit: One of my sales guys I had previously bragged about stopped selling and began talking down to customers. He doesn’t work for me anymore.”
Craigton’s letter closed with the following sentiment: “I can’t do anything about the internet, but I can improve my business.”
Three values stood out to me after revisiting this insightful letter.
As the industry adjusts to the post-pandemic “new normal” where does that leave customer service?
1. Put Yourself In Customers’ Shoes
Taking this approach to our own businesses, have we taken a step back to evaluate our performance? Are we serving our customers with products/services/education they actually want, or what we think they should want?
Gleaning customer preferences can be done quite easily these days through a simple “How did we do?” email sent to the guest after a purchase or class experience. The interactive nature of social media gives your store another avenue to connect with customers. Find out what works (and perhaps, more importantly, what could be improved) and get team members on the same page.
2. Always Deliver On Customer Service, On Price When Possible
Craigton hit the nail on the head: How is your customer service making a difference if customers come back in to your store? As the industry adjusts to the post-pandemic “new normal” — with a softening in the market and customers increasingly shopping on price — where does that leave customer service?
Well, if your store doesn’t value providing top-class service, customers will go elsewhere — even if your prices are so low they result in lost money on every transaction. Find the products that yield the best margins and push them throughout this year-end buying season.
2. Always Deliver On Customer Service, On Price When Possible
Craigton hit the nail on the head: How is your customer service making a difference if customers come back in to your store? As the industry adjusts to the post-pandemic “new normal” — with a softening in the market and customers increasingly shopping on price — where does that leave customer service?
Well, if your store doesn’t value providing top-class service, customers will go elsewhere — even if your prices are so low they result in lost money on every transaction. Find the products that yield the best margins and push them throughout this year-end buying season.
3. Control What You Can Control
There’s a lot of good sense in Craigton’s closing statement: “I can’t do anything about the internet, but I can improve my business.” There are so many things outside of our control or sphere of influence — especially over the past two-plus years — but maintaining a hold on what you can control is certainly worthwhile.
Can’t get that highly sought-after new product? Hold an in-store seminar, promoting inventory you do have on-hand to drive traffic. Make your store a go-to, trusted and friendly resource for the community and it will be able to stay competitive in today’s marketplace.
So, after evaluating your store’s operations — what’s your grade? Send any feedback to editor@shootingindustry.com. Who knows? It may age well enough to encourage dealers in the mid-2030s.
A participant sends rounds downrange during HAVA’s inaugural Pacific Northwest Range Day, held in early September at the Tacoma Sportsmen’s Club.
HAVA Expands To PNW With Range Event
Honored American Veterans Afield (HAVA) hosted its inaugural Pacific Northwest (PNW) Range Day at the Tacoma Sportsmen’s Club (Tacoma, Wash.) in early September. The event spanned three days with a different group of guests each day. In all, 75 veterans each enjoyed a day of shooting, camaradarie and prizes.
HAVA worked with Tacoma Sportsmen’s Club President Mac Taylor to offer disabled veterans and wounded active-duty military guests a multi-faceted shooting experience. The event’s stations included trap shooting, primitive archery, sling shot, long-range rifle, red dot pistol and a Genesis tactical shotgun stage hosted by VerTac Training.
“Coming to a new range and a new area can be challenging” said Chris Fleming, HAVA event co-lead and firearms instructor. “Our staff comprised of industry professionals and expert instructors never disappoint. They’re truly there for the selfless task of serving those who have served and are still serving us on the front lines. We’ll be back to visit the folks in the Pacific Northwest.”
One guest added, “I didn’t know how much I needed this experience. The HAVA staff enabled me to reconnect and do what I truly enjoy, shooting awesome firearms and connecting with my fellow veterans. I can’t wait until next year!”
USACTL, U.S. Council For Athletes’ Health Team Up
The USA Clay Target League (USACTL) has teamed up with the U.S. Council for Athletes’ Health (USCAH), an arrangement that will provide athletes, parents and coaches access to health, safety and wellness education resources to support and optimize student athlete healthcare.
“The League’s priorities have always been safety, fun, marksmanship — in that order,” said USACTL President John Nelson. “We’re happy to work with the USCAH to provide educational programs that support the health and well-being of League athletes, parents and coaches across the county. They’re highly regarded and successful working with schools and national athletic associations such as ours.”
The U.S. Council for Athletes’ Health believes creating a culture that prioritizes athlete health and safety is the responsibility of everyone involved in athletics, not just healthcare personnel. Athletes, coaches, parents, administrators and officials should all have at least a baseline understanding of health, safety and welfare issues common in youth sports.
USCAH has created an online learning platform called “Athletics Healthspace” that houses a growing library of courses customized for youth sports and can be completed via the website or mobile app.
“We’re excited to partner with the USA Clay Target League to collaborate and enhance the health, safety and well-being of their participants. We look forward to working together to prioritize health and safety.” said James R. Borchers, M.D. M.P.H., co-founder and president of USCAH. / usaclaytarget.com / uscah.com
