To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Outdoor Outdoor marketplace hat questions should you ask if you’re looking to expand your knife offerings? Jeff Goddard, director of sales and marketing for Kai-USA, has solid tips for dealers of any size. “When looking for a line of knives to stock,” said Goddard, “ask yourself if this maker offers a large lineup. Can you get a knife ‘for almost everyone’ from this company? This helps keep you from having to buy from many vendors.” Goddard says there are further questions dealers should ask themselves. “Does this manufacturer have patented items? Items that only this manufacturer makes, keeping your selection tighter? Do they offer displays, banners, catalogs, John Morrison Expert Tips To Sell More Knives W signs and stickers — general merchandis- back to your store, buy from a manufacing aids furnished to you at no charge, that turer you know will take care of you and will help your store look good and call out your customer if you happen to have a dethe brand name you’re selling?” fective product,” Goddard advises. Goddard says lifetime sharpening helps Education is also a real necessity, Godmake sales, too. Kai-USA offers free life- dard says. time sharpening if the cus“We have a sales tip sheet that talks tomer just sends their knife in, which is a great incentive for customers. “All these things are important, like a lifetime guarantee. On the Kershaw offers camo versions chance that an of some of their most popular knives, item is brought including the Echo. Stocking “Eye Catchers” Leads To Sales D oug Hutchens, director of marketing for Lone Wolf Knives, has filled virtually every role in the knife-making business, from design and production to marketing and sales. “I urge dealers to stock knives that have an interesting, exciting display presence — something that reaches out and catches the customer’s eye, leading them to say ‘Wow, can I take a look at that knife?’” Hutchens said. At this point, Hutchens says, you’re well on your way to a sale. He explained that even if the usual best sellers are “black, black, tactical black,” you still need that initial point of interest, that attention-getting element, to grab customers and get them talking. “That display presence,” he said, “starts the conversation.” Hutchens says to make sure your staff is trained, especially the person who usually waits on the knife counter. “This person should be a knife enthusiast because this enthusiasm will transfer into sales. High-quality knives have lots of features and benefits to talk about, so this individual should have lots to say when trying to sell these products,” he said. Caution your sales staffer not to become a “one-brand seller” if you stock multiple manufacturers, Hutchens advises. “Start by telling the customer that all the knives you sell are very good and will provide a lifetime of service and ask, ‘So, what would you like to see?’ If someone is 70-percent sold because they like a certain brand you stock, don’t try to move them away from that brand when you are already close to a sale,” Hutchens said. bought — a nice reminder of the service you provide. Another sales tactic Hutchens recommends is offering your customers the opportunity to participate in a customer-profile “tickler file” that allows you to contact them when that certain gun, scope or knife comes in. “You will need to maintain this list, but it will really produce sales from the customers who like to put their hands on the hottest new products,” he said. “A phone message, text or e-mail saying ‘FYI, I just received the new knife you wanted to look at! Joe’s Gun Shop and your phone number.’ That’s all you need to say and many customers will be in to see you very soon.” If your customer is web-savvy, a quick digital photo attached to your e-mail will drive them into a frenzy, Hutchens says. Building a library of outdoor hunting, fishing and hiking videos and DVDs, and making them available to your good customers who have purchased a certain dollar level from you, will also create goodwill. “Their viewing of these films will drive sales as it will keep them thinking about hunting, even though most of their hunting is done only a few weeks out of the year,” Hutchens said. Off-season hunting for coyotes and other varmints can drive new gun, ammunition and accessory sales year-round — which leads to thoughts of knives as an everyday companion. Offering free sharpening will bring customers back time after time, Hutchens says. For easy future sharpening, provide a business card with the knife purchase listing what they 20 JULY 2009 Creating Customer Goodwill Gentleman’s knives are enjoying a resurgence in popularity, and tactical knives are steady sellers. Lone Wolf Knives blends both categories with their new Paul Defender, shown with cocobolo scales. Read SI DIGITAL www.shootingindustry.com