What We Learned From You This Year

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Reflecting on the 2024 Business Year, it was (a little) less chaotic than recent history but still with its own set of unique obstacles for dealers to overcome. Throughout this year, dozens of dealers from across the retail spectrum shared valuable insights with their peers — putting the phrase “cooperation breeds success” into action. 

In a moment, we’re going to revisit some things we learned from you in 2024. But first things first, how about that Red Wave?

Following Donald Trump’s historic win on election night, we immediately entered a new market. Threats to limit the Second Amendment, at least at the federal level, appear stayed for now. 

Looking back at late 2016 — following Trump’s first triumph — North American Arms President Sandy Chisholm observed the following in the Jan. 2017 issue (which has stuck with me, given how the 2024 election turned out): “I expect the market will soften noticeably as the ‘fear of restrictions’ driver has seemingly been taken out of the selling equation. With the selling frenzy about to subside, I think product innovation will become increasingly important.”

Innovation will be one of the keys to success moving forward. Throughout this year, dealers shared how they thrived in today’s retail landscape.

Holding Their Interest

As noted in my lead feature this month (“The People Have Spoken”), the industry is in a decidedly different position here in late 2024 compared to late 2016. For one, too many companies were burned following the 2016 election to make the same mistake twice of overstocking inventory. And two, there are now millions of first-time gun owners to engage and connect with.

Earlier this year, Hyatt Guns (Charlotte, N.C.) Owner Larry Hyatt noticed a renewed focus on R&D as the industry emerged from the buying frenzy of 2020–2022 — especially among smaller semi-auto pistols with easy-to-manipulate slides.

“[And] thank goodness for that, because it doesn’t work having to deal with products designed for 19-year-old Marines, and then trying to get those products in the hands of a 65-year-old female,” he said.

Hyatt’s take represents one of the obstacles facing the industry in this latest “new normal.” Our focus needs to be on removing barriers of entry. 

Whether it’s upgrading the appearance of your store, enhancing the “customer experience” for those shopping in-store or online, stocking products with a wide range of appeal, quality instruction at the range and in the classroom, etc. — these refinements will create long-lasting impressions.

Main Line Armory, located in Malvern, Pa., opened in early 2023 and has been very successful at welcoming in new shooters. Co-owner Katie Butler estimates more than half — half — of her customers are new to shooting.

“A lot of people are interested in firearms, and when you build something that entices them to come in and spend time, it makes it easier for them to actually take that step,” she said.

Mike Rust, general manager of H&H Shooting Sports in Oklahoma City, noted the problem isn’t attracting new shooters — it’s holding their interest.

“The challenge isn’t getting those first-time shooters, it’s keeping them,” he said. “We need to figure out a way to keep them better entertained and enthused with all shooting sports offers.”

Earlier in this issue, Black Wing Shooting Center (Delaware, Ohio) Owner and President Mark Gore expressed the entertainment factor is going to be increasingly important for stores and ranges.

“Our business plans to continue focusing on the entertainment and experience side — ranges, events, outings, product launches — and less on an uphill attempt to drive growth in retail firearm sales,” he said.

Customer Service Is King

It’s no secret: shoppers are going to shop where they feel welcome. Our industry has grown leaps and bounds in this area over the past several years. 

However, as it becomes more and more competitive with big-box and online stores, customer service is going to play an increasingly prominent role. If price and selection is similar, customers are going to look at convenience and comfort. Where are they treated well?

Nicole Guvenoz, compliance officer at GAT Guns in East Dundee, Ill., has a unique perspective on achieving long-term customer loyalty.

“We want the customer to come in through the life of their shooting career. We want them to come in, buy their gun, learn about it, shoot it here, buy their ammunition here and bring it in when they’re ready to trade it in. Then we buy it from them, and they buy a new gun from us. All of this, in the big picture, is all about customer service and kindness and how it can translate into a lifelong customer.”

Gun stores aren’t charities, of course, but those who come across as too “salesy” can turn off customers. Susan Romanov owns Family Fun Indoor Range in Sevierville, Tenn. She shared her approach to sales in the June 2024 issue.

“I wanted to create a place where individuals, especially women, would feel comfortable and safe learning about firearms,” she said. “We aren’t in the business of selling products, but we do help you make more educated buying decisions.”

Some may scoff at the first half of the second sentence in Romanov’s quote, but a subdued approach to sales has helped her business flourish. Something to consider …

Expertise Is Priceless

In an era of misinformation and keyboard commando “experts,” the trust you, as a brick-and-mortar dealer, have built in the community is invaluable. Expertise at the counter is where your store shines compared to big-box stores.

After receiving advice from a big-box retailer that owning a rifle in 6.5 Creedmoor would “be a waste of money” several years ago, Allen Bennett decided to open a store of his own. His store — Full Circle Reloading and Firearms in St. Charles, Mo. — has cultivated a sterling reputation among the local community’s cadre of long-range shooters. Bennett and his team provide value to customers by helping them make good buying decisions.

“Don’t get me wrong, I want their money,” Bennett said, “but I want it honestly. I don’t want them to buy something just for the sake of making a sale.”

Jason Gentz, owner of Gentz Sporting Arms in Lakeville, Minn., has decades of experience hunting game all over the U.S. And it shows when he’s talking with a customer.

“You can know the product all day long and know every part number and all that stuff. It doesn’t mean you know how to use it,” he suggested. “The majority of my business is referral. [Customers] will say, ‘Talk to this guy. He helped me out. He answered all my questions.’”

As a dealer, your words carry significant weight with customers — often determining whether a customer goes with product X or product Y. Raleigh Whalen, director of sales for Weatherby, acknowledged as such earlier this year.

“After all the marketing has been done, all the advertising out there and all the reviews, the person behind the counter remains the crucial link in getting the product in the customer’s hands. The more they know, the better they can do making a sale.”

The tactile experience of the shooting sports is best served on the industry’s front lines: the independent dealer. Encourage your team to continue refining their knowledge and enhancing the value they can bring to every interaction with a customer. 

Speaking Of Trust …

With the 2025 New Business Year almost upon us, I wanted to take a moment and thank you for trusting Shooting Industry to be part of your business portfolio. We know such trust isn’t given out freely, and our team works tirelessly throughout the year to earn it, every issue.

Next month, we’re celebrating our 70th anniversary (along with our sister publication, GUNS Magazine). A lot has changed since our very first edition, but nearly 850 issues later, our endeavor remains the same: to empower independent storefront dealers and range operators and help them succeed.

Our industry has been on a rather tumultuous ride over these past few years, but we’re resilient, savvy and battle-tested. We look forward to continuing as your business partner in 2025. Whatever it brings, we’ll be ready.

Read More of Shooting Industry’s December 2024 Issue Now