To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. “If your customer is buying his first or second firearm, and he doesn’t ever plan to buy any more, he’s going to look at that cleaning kit and think, ‘There’s a lot of stuff in there I’ll never use and I don’t need,’” Buck said. “He’ll think buying that kind of kit is a waste.” The other customer is the one who already owns a lot of guns and the gun-care equipment to go with them. “This customer probably has at least one prepackaged gun-cleaning kit already,” Buck said. “He doesn’t think he needs more gun-cleaning stuff. However, when you’re making up your store kits, include items you know aren’t sold in prepackaged kits.” This way, when the customer says, “I already have one of those,” you can tell him he doesn’t have a kit like this. He may buy the kit because he doesn’t have any of the items included, Buck says. If this customer still chooses not to buy one of your custom store kits, you’ve reminded him that if he’s purchased a caliber new to his collection, he’s going to need a few things to go with it. articularly with new gun buyers, Go to the shelf that has your gun-care you’re going to have some customers kits on it, Buck said, and take down the who are clueless about how to clean their appropriate kit. guns. You can educate them and make a “There is a little bit of risk with this, sale at the same time. because the customer still “A lot of customers are so intimidated may say he doesn’t want to by cleaning a gun that they don’t ever buy the kit, but do it,” Buck said. “Tell your customer that rarely you’re willing to go through the cleaning steps right then, or he can take his new gun to the range, shoot it and bring it back in and then you’ll show him how to clean it. Especially if he doesn’t live Tipton’s Gun Butler cleaning close to you, most of the time caddy is an all-in-one cleaning/ he’ll say, ‘Let’s do it now.’” carrying/storage unit. Personal Demonstrations Make The Sale P happens,” Buck said. “Then, pull up a couple of chairs so you and your customer can sit down, and right there on the front www.shootingindustry.com JULY 2009 45