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Shooting Industry February 2010 - Page 27

-DEFENSE Most importantly, are you prepared to smoothly guide a customer through what they may see as a complex, even intimidating, process, in a manner that puts them at ease and earns their confidence? Self-defense customers fall into three basic categories, each of which requires a different initial response: first-time firearm buyers, recreational shooters buying their first defensive guns and customers who are established defensive-product consumers. Keep in mind that the time you spend with them and the depth of your conversation should be inversely proportional to their existing knowledge. In all three cases, you are still selling yourself. Remember, there’s a reason why even the more knowledgeable, experienced customer came in: Perhaps their former dealer didn’t inspire confidence, or seemed to only care about making a quick sale. First, thank the customer for coming to you, and assure them of your full attention and best objective advice. Usually, new self-defense customers have rehearsed explanations of why they’re now “in the market” and what kind of gun they’ve been thinking about. Don’t rush them; let them tell it. Ask about their previous experience with defensive firearms, and what their greatest safety concerns are. Inquire about where the gun will be kept or carried — at bedside only or under the counter at work? Concealed in public or a combination of these? Explain you need to know this to make an expert SALES By John Morrison For 2010, Remington adds to its 870 Express Tactical line for commercial sales, including this model with a gunmetal gray powder coat on the barrel and receiver. recommendation. Also, try to gauge their understanding of when it is lawful to use lethal force. It won’t take long for you to form a good picture of their needs and, relying on your expertise, construct a road map of how to meet those needs. Organization & Application Think self-defense guns, not “gun.” Think package: one for concealed carry, one for home defense. Perhaps this package can factor in the ability to buy a handgun or shotgun now, and get a discount on the other later. A Ruger LCR, a Smith & Wesson M&P pistol and a Remington or Mossberg shotgun make a great “self-defense goal package.” Talk up premium defensive ammo — why it’s a liability issue, as well as an issue of safety and effectiveness. Be ready to suggest less-expensive practice ammo that’s matched to premium rounds. Holsters are an “I have it” or “I’ll get it quick” proposition. Discuss options, show samples and don’t forget belts, magazine pouches and spare magazines A number of companies added .410 ammo to their lines in response or speedloaders! to the popularity of the Taurus Judge. For 2010, Winchester Keep up on the lat- Ammunition introduces the PDX1 in .410, loaded with 12 plated est in OC products. The BB shot. FEBRUARY 2010 27 Tips For Building Sales PepperBlaster from Kimber is now offered in a more ergonomic, pistol-like model, the PepperBlaster II. Sabre OC products are carried by NYPD officers, and are a blend of CS tear gas, OC pepper and a UV marking dye, plus they have a four-year shelf life, versus the usual two years. Tactical lights can make you more money than guns. Handheld models like SureFire’s E2D LED and weapon-mounted lights like the BLACKHAWK! Xiphos are proven sales leaders. Laser sights are easily demonstrated,

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