Rewards Programs Drive Business

For this edition of B2B Resources, we wanted to highlight a handful of dealer rewards programs we’ve learned about recently. Designed to boost the sales of specific brands in your store, these rewards programs also provide direct benefits to your employees by incentivizing them to move existing inventory and earn rewards — giving them an opportunity to “purchase” their dream gun. Not only does this bolster morale, it also gives your sales associates another reason to head out to the range to get acquainted with their new Ruger LCP II or FN SLP Competition. In turn, they’ll be more knowledgeable and better equipped to help your customers who come through the door. It’s a win-win-win … win — for you, your sales associate, the manufacturer and the customer. Salutes to these manufacturers (and others) that support storefront retailers with programs like this. Have you found success with other rewards programs? We want to hear from you; send an email to


Weatherby has developed the Weatherby Rewards Program to benefit retailer associates. As salespeople register Weatherby guns sold to hunters and shooters, they can accrue points redeemable for select Weatherby firearms and ammunition for personal ownership — such as the Mark V Accumark, Orion, Vanguard Synthetic rifles and more.

“We created the program to thank all the folks who work so hard representing our brand, and to reward them in a very simple and generous way,” said Jason Evans, Weatherby VP, sales and product development.

The Weatherby Rewards Program began October 1, 2016 and concludes October 31, 2017. Evans stated the reason for a full-year rewards system: “We wanted to give sales associates more time to save up their points for what they really wanted in a gun.”




The Ruger Rapid Retail Reward (4R) Program has returned for 2017. This retailer incentive program rewards hard-working retail representatives who sell Ruger firearms.

Highlights for the 2017 4R Reward program include: more than 50 reward firearms to choose from; Ruger factory accessories for redemption; digital upload capabilities and rapid redemption.

Reaffirming its commitment to brick-and-mortar retailers, the FAQ section of the 4R website includes this statement: “Our goal for this program is to reward storefront retailer sales reps and have set our rules and regulations accordingly — both in how points are rewarded and the regulations on who can participate.”



Daniel Defense DDM4V7

Daniel Defense

Daniel Defense has announced the latest offer in its 2017 Daniel Defense Retail Rewards Program. With this new promotion, DD Retail Rewards members will earn double points for all DDM4V7 firearms they sell, in addition to points earned through the sale of other Daniel Defense rifles and pistols.

“Our retail sales associates are vital to our operation, and we want to thank them for continually trusting and recommending our product,” said Daniel Defense President/CEO Marty Daniel. “Retail Rewards grants us the opportunity to make our products available to those who sell and promote them on a daily basis. It’s a great way to recognize and show associates our appreciation through an exclusive price point.”

The Daniel Defense Retail Rewards Program awards retail sales associates for every sale of a complete Daniel Defense rifle or pistol. With each sale, associates earn DD dollars that can be used to purchase Daniel Defense rifles, pistols and upper receiver groups of their choice.



FN America

The 2017 FN Dealer Rewards Program is provided by FN America and is available to any eligible salesperson employed by a federally licensed firearms retailer that sells new FN firearms. Sales personnel can earn points for each new firearm sold — FNX-9s merit one point for example, while each FN M249S sale garners four — and may redeem earned points for as many firearms as possible.

This FN initiative began March 31, 2017 and runs through the end of 2017. To coincide with the launch of the dealer rewards program, FN announced Free Gear Promotions; one offering three free magazines with the purchase of the new FN 509 ends this month. The rewards program and promotion were designed to work in tandem to help pull inventory and provide an additional incentive for FN dealers to offer customers at the point of sale.



Apex Tactical Specialties has added Crow Shooting Supply to its growing list of nationwide distributors. Additionally, Crow Shooting Supply is now offering the full lineup of Smith & Wesson semi-automatic pistols, revolvers, rifles, S&W Performance Center models and S&W magazines, grips and other parts.

Chiappa Firearms is now the exclusive worldwide distributor of Charles Daly firearms. Initial Charles Daly product offerings will include semi-auto shotguns, pump action shotguns, side-by-side shotguns, over-under shotguns and handguns. 

Zanders Sporting Goods is now offering FireDisc cookers and accessories. In addition, Zanders is now carrying Covert Scouting Cameras.

MGE Wholesale Inc. has begun distributing products from FN America, Winchester Repeating Arms, KRISS USA and is now the Exclusive Distributor for L.W. Seecamp Co.


Birchwood Casey has selected Source Outdoor Group for media planning and creative work.

Flint River Armory (FRA) has partnered with Blue August LLC for media and public relations services. Blue August will assist FRA with public relations efforts as well as editorial presence. Additionally, FIME Group LLC has signed Blue August for representation in media relations.

All-weather writing products manufacturer, Rite in the Rain, has selected Full-Throttle Communications as its agency of record for public relations strategy and media outreach.


Making a major push into the consumer market, Armament Systems and Procedures (ASP) has appointed 24 shooting and outdoor sports professionals to represent its line of flashlights, personal defense pepper spray, batteries and related accessories in all 50 states. ASP has hired William J. Gartland & Associates to cover 37 states in the East, Midwest and Central regions, while Total Sales and Marketing’s team will handle 13 Western states.

Grizzly Cartridge Company has hired Elite Outdoor Sports Marketing as its national sales representation company to manage all outside sales.

Optics company GPO, USA has chosen Murski Breeding Sales to represent the company in 37 Southern, Central, Northern and Eastern states. The sales agency is responsible for all channels of trade — including retail, wholesale, e-commerce retailers, chain stores and mass merchants — and all products within the GPO portfolio.

Mec-Gar USA has announced Dunkin-Lewis Inc. will represent the brand throughout the U.S. Dunkin-Lewis has managed Mec-Gar’s sales representation in the Southeast for over 20 years.

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