http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/RSS.ashxShooting Industry June 2009 PagesFri, 29 May 2009 00:53:57 +0200http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=1http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=1ACADEMY OF EXCELLENCE SELECTS FINAL NOMINEES JUNE 2009 OPTIC SALES SI DIGITAL VIDEO Revisit The Basics DEALER POINT! Click! Profit! HIGHTECH HANDGUN ACCESSORIES Not Just Add Ons! Model: 386 Night GuardTM SI DIGITAL VIDEO New Gun Buyers DOT TRITIUM FRONT NIGHT SIGHT Outdoor Marketplace Smith & Wesson’s new Night GuardTM series revolvers deliver confidence in every situation. Boasting lightweight scandium alloy frames in various sizes and calibers with front night sights and extreme duty rear sights, these reliable revolvers are the perfect protection – no matter where you find yourself. Data Edge www.shootingindustry.com Southwick: Simple, dependable and powerful. Night GuardTM. See the full line of Night GuardTM revolvers at smith-wesson.com NASDAQ:SWHC MADE IN THE U.S.A.2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=2http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=2Our full line of rimfires ranges from youth and entry-level rifles to competition-worthy models — each delivering legendary Savage accuracy you can bank on. WORTH EVERY PENNY savage-rimfire.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=3http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=32009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=4http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=4JUNE 2009 • VOLUME 54 • NUMBER 06 Features Page 22 22 27 31 Refocus Your Optic Sales! High-Tech Dealer SI DIGITAL VIDEO Carolee Anita Boyles Revisit The Basics, Dial In Features To Increase Profits! Russ Thurman Technology Plays Enormous Role In Today’s Gun Store. Selling Handgun Accessories Pump Up Your Profits — They’re NOT Just Add-Ons! John Morrison Page 27 Industry News 8 Academy Of Excellence Selects Final Nominees 9 Industry Awards Half Million To Promote Hunting 11 HAVA Hosts Soldiers At Shooting Event 13 Newsmakers Columns 14 16 Page 31 Lethal Force Stand Apart In City Full Of Gun Shops. Massad Ayoob Outdoor Marketplace Southwick Associates’ Data Gives Businesses An Edge. Ray Oeltjen 18 20 46 Arms And The Woman National Wild Turkey Federation Honors Women. Lisa Parsons-Wraith Back Blast & Other Hot Gases Pls Txt Me A Brain! LOL :) Commander Gilmore Industry Watch Taking Care Of New Gun Buyers. SI DIGITAL Russ Thurman VIDEO Page 14 SI DIGITAL Departments 6 Letters 43 New Products SI DIGITAL 45 Reader Service Hot Link VIDEO Visit www.shootingindustry.com to request a free subscription to SI Digital and view the special features in this edition. 4 JUNE 2009 SHOOTING INDUSTRY® (ISSN 0037-4148) is published monthly by Publishers’ Development Corporation at 12345 World Trade Dr, San Diego, CA 92128. Periodical Class Postage paid at San Diego, CA 92128, and at additional mailing offices. Subscription $25 yearly in U.S.A. Single copies $3 (except for the December SHOT SHOW issue, $25). Change of address: Four weeks notice required on all changes. Send old address as well as new. POSTMASTER: Send address changes to: SHOOTING INDUSTRY® 12345 World Trade Dr, San Diego, CA 92128. PRINTING SERVICES/PREPRESS: Democrat Printing Company. CONTRIBUTORS submitting manuscripts, photographs or drawings, do so at their own risk. Material cannot be returned unless accompanied by sufficient postage. PAYMENT will be made at rates current at time of publication and will cover reproduction in any or all of the editions of SHOOTING INDUSTRY®. OPINIONS expressed in bylined articles or columns are those of the author and do not necessarily reflect the views of the magazine or its staff. Copyright© 2009 by Publishers' Development Corporation. All rights reserved. Reproduction or use of any portion of this magazine without written permission is prohibited. Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=5http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=5SINCE 1955 — THE INDUSTRY’S BUSINESS MAGAZINE Thomas von Rosen, CEO; Thomas Hollander, Randy Moldé, Marjorie Young BOARD OF DIRECTORS PUBLISHER & EDITOR Russ Thurman EDITORIAL ASSISTANT Roxanne Smith ART DIRECTOR Eric Tse ART ASSISTANT Andy Loy PRODUCTION MANAGER Dennaye Cusick Anita Carson ADVERTISING ACCOUNT EXECUTIVES Steve Evatt, Jeff Morey, Delano Amaguin, Scott McGregor PROMOTIONS DIRECTOR Randy Moldé WEBSITE MANAGER Lorinda Massey PROMOTIONS COORDINATOR Elizabeth O’Neill ADVERTISING SALES DIRECTOR CONTRIBUTING EDITORS Massad Ayoob Shari LeGate John Morrison Carolee Anita Boyles Ray Oeltjen Lisa Parsons-Wraith FMG PUBLICATIONS Managing Editor: Suzi Huntington Advertising: Delano Amaguin americancopmagazine.com Publisher & Editor: Roy Huntington Advertising: Steve Evatt americanhandgunner.com Editor: Jeff John Advertising: Jeff Morey gunsmagazine.com Special Editions Editor: Sammy Reese Advertising: Scott McGregor fmgpublications.com CUSTOMER SERVICE SUBSCRIPTION SERVICES . . . . . . 858.605.0250 EXPRESS SERVICE . . . . . www.shootingindustry.com General Assistance . . . . . . . . . . . . . Click: Contact Us EDITORIAL . . . . . . . . . . . . . . . . 858.605.0243 PRODUCTION www.shootingindustry.com . . . . . . . . . . . . . . russ@shootingindustry.com . . . . . . . . . . . . . . 858.605.0202 . . . . . . . . . production@shootingindustry.com 12345 World Trade Dr., San Diego, CA 92128 858•605•0209 or 866•972•4545, FAX: 858•605•0211 National Advertising: Glock / Kel-Tec Dealers Fax FFL for catalog Fingertip Extensions also fits many other small pistols in .22, .25, .32, and .380 calibers. General Counsel/Legal Affairs Steele N. Gillaspey Kel-Tec / Bersa PRODUCED IN THE U.S.A. cherer upplies Inc 205 Four Mile Creek Rd. Taxewell Tn, 37879 M-1 Garand One Shot FAX 423-733-2073 Adapter JUNE 2009 5 S Slug Plug #5 for The New Glock® Model 21SF www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=6http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=6My name is Brittany Workman and I am the manager for Capitol City Arms Supply. We are a small retail outlet focusing solely on full firearm sales. On average, we have approximately 500 guns in stock. Located inside the same building is Bullet Express Indoor Shooting Range. They house an eight-lane, 25-yard pistol range and a four-lane, 50-yard rifle and shotgun range. Although separate businesses, we work very much in conjunction with one another. Now that you have a little background on us, I will get to the reason for my email. While reading your April 2009 issue, I came across the article by Lisa ParsonsWraith entitled “Avoid ‘Weird’ In Welcoming Women” (Arms & The Woman). I found this article very interesting, partly because I feel for the store owners who are No Bimbos Here E-mail the Editor russ@shootingindustry.com struggling with this issue and partly because we have found the solution. Besides the owners, Capitol City Arms Supply and Bullet Express Indoor Shooting Range are entirely female staffed. While we aren’t a bunch of blonde “bimbos” running around just to draw a crowd — although two of us are blondes — having a female staff appeals to both sides of the spectrum. Women who come in feel more comfortable because they aren’t walking into a “man’s world.” And men who come in are sometimes taken aback by our knowledgeable staff. Of course, as with anything, our system isn’t fail-proof. We still have men (and women) who prefer to talk to “the boys” because us “gals” couldn’t possibly help them with anything! For the most part, however, we seem to have found the happy medium. I just wanted to let you know there are those of us out here who, without throwing in the “frills,” make a valid effort to appeal to everyone who is interested in the shooting sports industry. Thank you for keeping us all up to speed on the latest and greatest. Brittany Workman, Manager Capitol City Arms Supply Springfield, Ill. Thank you for taking the time to share your thoughts. Over the years, it has been interesting to note the number of gun dealers who are reluctant to recognize that women are customers, too — or can be. Despite the evidence that women do have money to spend and really do want to make purchases in gun shops, many dealers would rather forego increased profits in order to preserve the good ol’ boy atmosphere of their stores. It’s also interesting to note that these same dealers are the ones who complain because they can’t attract new customers. Fortunately, there are dealers — ones who are really in business to make a profit and grow their market share — who welcome women. Keep up the good work. 9 New from Tactical Shotgun Stock With Forend ATI • Six Position Collapsible/Side Folding • Stock Changes Length Of Pull From 9 1/4” to 13 3/4” • Three 2” Picatinny Rails • Removable/Adjustable Cheekrest • • • • Six Position Collapsible/Side Folding Can Be Fired From Folded Position Three 2” and One 4” Picatinny Rails Removable/Adjustable Cheekrest • • • • Six Position Collapsible/Side Folding Can Be Fired From Folded Position Four 2” and One 4” Picatinny Rails Removable/Adjustable Cheekrest *Fits 12 Gauge & 20 Gauge Mossberg 500 & 590, Remington 870, Winchester 1200 & 1300 SKS Side Folding Six Position Stock Through innovation & technology, ATI is on the forefront of the latest advancements in synthetic gunstocks. For more information on these exciting new products or any of ATI’s gunstocks or accessories, please visit Ruger 10/22 Side Folding Six Position Stock ® ATI products also available at: CTD, Centerfire and Outdoor Bunker ADVANCED TECHNOLOGY INTERNATIONAL MILWAUKEE, WISCONSIN • 800.925.2522 6 JUNE 2009 Forend Pistol Grip *Five position, fits any standard picatinny rail Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=7http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=72009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=8http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=8Southwick Gives Edge — page 16 Academy Of Excellence Selects Final Nominees he Shooting Industry Academy of Excellence has announced the final nominations for its 2009 awards. The academy considered 136 entries in 14 categories before selecting 44 for the final ballot. The 500 members of the academy are now considering the nominees for the prestigious awards, which will be announced during a reception on July T 24 in Windsor, Conn. Established in 1992, the academy is sponsored by FMG Publications, publisher of Shooting Industry, GUNS, American Handgunner, American COP and six specialty magazines. However, no one at the publisher is permitted to vote. The voting power is held exclusively by the academy, which includes industry executives, gun dealers and outdoor writers. They vote twice for each award, first to consider all entries and then to determine who will receive the awards. In keeping with the academy’s tradition, the results of this year’s final vote will be kept secret until the awards presentation and reception, which will be held in conjunction with the 2009 Shooting Industry Masters. The 2009 final nominees are: Shooting Industry Award Accessory of the Year Manufacturer of the Year • Mark W. DeYoung, ATK Commercial Products • F. Hewitt Grant, Ellett Brothers • JB Hodgdon, Hodgdon Powder • ATK Commercial Products • Crimson Trace • Smith & Wesson • Ellett Brothers • RSR Group • Sports South, LLC • FNH USA • Kimber • Sports South, LLC • Ruger: Ruger LCR • Springfield Armory: XD(M) 9mm • Taurus: 3-Inch Magnum Judge • FNH USA: SCAR 16S Semi-Automatic • SIG SAUER: SIG556 Classic Semi-Automatic • Smith & Wesson: M&P15 — MOE Semi-Automatic • Benelli: Performance Shop SuperSport 12 Gauge • Browning: Maxus Semi-Automatic • O.F. Mossberg & Sons: 930 SPX 8 Shot SA12 Gauge Hunting Product of the Year • BLACKHAWK!: SERPA Quick Disconnect System • Hornady: Lock-N-Load AP with EZject System • SIG SAUER: .22 Conversion Kit • BLACKHAWK!: Knoxx Axiom R/F Rifle Stock • Bushnell: BackTrack GPS • Shooters Ridge: Deluxe Bi-Pod • ThermaCELL: Earth Scent Mosquito Repellent, Cover Scent • Benchmade: 1100-4 Tactical Pen • Crimson Trace: LG-431 Laserguard for Ruger LCP • SureFire: E2D LED Defender Flashlight • Federal Premium: .327 Federal Magnum • Hornady: Critical Defense Ammunition • Winchester Ammunition: Supreme Elite Dual Bond • Aimpoint: CompM4 Red-Dot Sight • Leupold: VX-3 3.5-10x50mm Riflescope • Nikon: Coyote Riflescope 3-9x40 w/BDC Predator Reticle • Trijicon: RMR (Ruggedized Miniature Reflex) Sight • Benchmade: 585 Mini-Barrage Folder • Buck Knives: Ergo Hunter PRO Fixed Blade • SOG: Aegis Tanto (Digi Camo) Folder • Benchmade: Houdini AET (Automotive Escape Tool) • BLACKHAWK!: Small Pry Specialized Entry Tool • GunVault: BreechVault Shotgun Breech Lock Distributor of the Year Self-Defense Product of the Year Citizenship Award Ammunition of the Year Handgun of the Year Optic of the Year Rifle of the Year Knife of the Year Shotgun of the Year Safety Product of the Year SI DIGITAL Hot Link Full details on the nominees for the Shooting Industry Award, Manufacturer of the Year, Distributor of the Year and Citizenship Award, plus all of this year’s entries, are available at www.shootingindustry.com. THESE SPONSORS ARE CALLING YOU OUT TO THE SHOOTING INDUSTRY MASTERS! Page 35 8 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=9http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=9Grip Gloves Ad 3 3/9/09 11:26 AM Page 1 “America’s Finest Handgun Grips” Slip-On Grips That Fit Like a Glove. Custom Shaped for Each Model Pachmayr A Lyman Brand ® Contoured Finger Grooves Ventilated Side Panels Flexible Ultra-Soft Rubber Technology TACTICAL Made to Fit Your Gun Call 800-423-9704 or www.pachmayr.com NEW! GRIP GLOVES TM Pachmayr has applied the technology of their Decelerator® material to the world of Slip-On Grips. Tactical Grip Gloves deliver unmatched recoil reduction and enhanced control. The material’s flexibility makes installation “a snap” – no trimming, tearing or hard work - just a perfect fit. The distinctive ventilated side panels and finger grooves offer a professional appearance and more instinctive gun orientation than “one-size-fits-most” band models. Welcome to the future of slip-on grips. Available for: S&W Sigma SIG P220, 226, 228, 229 CZ 75/85 Glock 17,20,21,22,31,34,35,37 Beretta: 96 FS/D/G, 92 FS/D/G/SB/F ® No More “One-Size-Fits-All” Lyman 475 Smith St., Middletown, CT 06457 Dept 2065 Industry Awards Half Million To Promote Hunting T he NSSF has announced grants of $499,060 to nine states to assist with projects designed to keep current hunters active and to attract newcomers. Since its inception, NSSF’s Hunting Heritage Partnership program has contributed more than $3.3 million in support of projects managed by state natural resource agencies. “Hunting faces challenges that are often state-specific, and these grants help make possible programs that state agencies might not otherwise be able to provide,” said Steve Sanetti, NSSF president and CEO. “This year’s recipients are right on target with initiatives addressing access issues and encouraging inactive hunters to go afield once again.” This is the seventh year NSSF has provided grants to states offering promising programs. “We have seen promising results from programs funded by the Hunting Heritage Partnership over the years, and we expect the same from these programs, some of which are new and others that build on previous successes,” said Melissa Schilling, NSSF’s manager of recruitment and retention. For a list of the states receiving grants, visit www.nssf.org. Glock Reports 36 Percent Growth lock Inc. has announced a 36-percent increase in pistol sales during 2009 over 2008. Officials note the company has had five consecutive years of sustained growth, and “is preparing for another strong year in FY 2010.” “Glock Inc. expertly positioned its manufacturing and assembly operations to meet the increased demand for 2009 with a vision for 2010 and beyond. With strategic feedback from our dealers and distributors, we began planning in 2008 for the rise in sales we are experiencing today,” said Gary Fletcher, Glock Inc. vice president. Officials point to new solutions, like the Rough Textured www.shootingindustry.com G Frame (RTF2), for increasing demand for Glock pistols. The new slide serration pattern, offered in the .40 caliber Glock Model 22 (G22), was released at the 2009 SHOT Show. Recently, the Escambia County (Fla.) Sheriff’s Office, the Louisiana State Police and Louisiana Department of Public Safety converted to the RTF2 series. For more information, visit www.glock.us. JUNE 2009 92009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=10http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=10Weatherby Sales Reps Honored eatherby recently presented its 2008 awards, recognizing outstanding sales performance. The Representative of the Year award went to John Ackley, of H&G Marketing, Big Lake, Minn. The Representative Group of the Year award went to Schooler & Associates, Albany, Texas. Leonard Wright, of Mountain States Sports Marketing, Littleton, Colo., was recognized as sales rep Rookie of the Year. The award for the Largest Percentage Increase in Sales was presented to Schooler & Associates. H&G Marketing earned the award for the Most New Accounts in 2008. “Our sales reps do an outstanding job and they deserve a top-notch system of evaluation to ensure the awards truly recognize the best of the best,” said Brad Ruddell, Weatherby’s vice president of sales and marketing. For more information, visit www.weatherbynation.com. W Zeiss Names 2008 Rep Group arl Zeiss Sports Optics has named Sports Marketing as its 2008 Rep Group of the Year. Based in Norcross, Ga., Sports Marketing has represented Carl Zeiss Sports Optics since 1999. “We are very pleased to receive such an honor, especially after our expansion into the Northeast just two years ago,” said Skip Dahlstrom, president of Sports Marketing. “Carl Zeiss is the best optics company in the world, and they share their optical expertise with us, which makes it a joy for our 14 dedicated reps to sell their product.” This is the sixth time Sports Marketing has won the Zeiss award. “Sports Marketing is an excellent organization dedicated to training dealers on the benefits and advanced features of Zeiss optics, and to driving business throughout the entire dealer base as opposed to just focusing on their largest accounts,” said Erik Schumacher, president of Carl Zeiss Optical Inc. For more information, visit www.zeiss.com/sports. Western Canadian provinces. The combined companies offer manufacturers 30 salesmen and a support staff of five. Corporate offices are located in Northridge, Calif. For more information, call (818) 993-3141 or e-mail: sales@ tim-bailey.com. C Sales Rep Companies Merge he Cullerton Co., a manufacturer’s rep agency based in Chicago, and Los Angeles-based Tim Bailey & Assoc. Inc. announce the merger of their companies. With the merger, Tim Bailey & Assoc. will offer sales representation in 21 Western and Midwestern states and the four T NEW. THREE TACTICAL TOOLS IN ONE MODULAR PACKAGE. Modular Vertical Foregrip > INDEPENDENT MOMENTARY, STROBE AND CONSTANT-ON MODES > LASER FULLY ADJUSTABLE FOR WINDAGE AND ELEVATION > REPLACEABLE, 150/200-LUMEN LED LIGHT MODULE > AMBIDEXTROUS DUAL-SIDE ACTIVATION SWITCHES > FITS PICATINNY 1913 RAILS > PATENT-PENDING DESIGN NO TOOLS REQUIRED FOR ASSEMBLY OR DISASSEMBLY (800) 442-2406 www.crimsontrace.com 10 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=11http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=11HAVA Hosts Soldiers At Shooting Event H onored American Veterans Afield (HAVA), along with the Pinetucky Gun Club, recently hosted a shooting event for the Ft. Gordon Warrior Transition Battalion (WTB) in Augusta, Ga. Twenty-four wounded soldiers participated in the three-gun competition, which featured two-man teams of a wounded warrior and a shooting sponsor. They were joined by 15 companies from the outdoor industry and 30 members of the Pinetucky Gun Club. The top three teams received awards. Georgia State Single Action Shooting Society (SASS) Champions also hosted a three-gun cowboy stage with awards for top shooters. The event concluded with a dinner and raffle drawing of prizes donated by HAVA sponsors. “Our Soldiers will be talking about this weekend for months to come,” said WTB Commander, Lt. Col. Everett L. Sharpe. “The event was a first-class operation with the friendliest staff and contributors we have ever experienced.” Sponsoring the event were Crimson Trace, Hornady, Leupold, Smith & Wesson, SureFire, Yamaha Outdoors, Remington, DPMS, Springfield Armory, Para Ordnance, LaserMax, Cor-Bon, Aimpoint, Glock, USA Shooting Team, Savage and Tactical Rifles. HAVA’s purpose is to raise awareness of and further assist dis- abled veterans with their healing process through hunts, shooting sports and other outdoor sports activities. For more information, visit www.honoredveterans.org. Father and son, Scott (left) and Matt Isbell, both Second Gulf War veterans, took part in the HAVA shooting event. Companies Select Bear For PR róis Hunting Apparel and Ontario Knife Co. have chosen Bear Enthusiast Marketing Group as their PR agency. Bear will provide a wide range of marketing, advertising and public-relations services to Próis Hunting Apparel, the year-old creators of a line of apparel for female hunters. P Bear will provide Ontario Knife Co., manufacturer of American-made cutlery products for 120 years, with a comprehensive and updated national public relations program. For more information about Próis Hunting Apparel, visit www.proishunting.com. For more on the Ontario Knife Co., visit www.ontarioknife.com. For more on Bear Enthusiast Marketing Group, visit www.bearemg.com. N EW ! APO HIGH GRADE THE NEW TOP CLASS Apochromatic lenses MINOTEC nano coating Quick Close Focus Optical glass from Lightweight magnesium body www.minox.com usa@minox.com Phone (866) 469 - 30802009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=12http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=12Safariland Inducts Officer Into Legion Of Life S afariland has inducted Alexandria, Va., police officer Kyle Russel into its Legion of Life, a program that honors officers who have been saved in the line of duty while wearing one of the company’s lifesaving products. Russel was wearing Safariland body armor when he was shot during a routine traffic stop outside of Washington, D.C. on Sept. 23, 2008. “There is absolutely no doubt in my mind that this vest saved my life that night,” Russel said. “I can’t tell you how grateful I am to the people at Safariland. They are the reason I am standing here today.” Since its inception in 1972, Safariland’s Legion of Life program has honored more than 1,800 officers. “Nothing reflects the spirit of Safariland and its people more effectively and directly than the Legion of Life. Every product bearing the Safariland name, whether it’s body armor or an Automatic Locking System holster, is geared towards one important goal — saving lives,” said Ed Hinchey, Safariland’s Legion of Life liaison. For more information, visit www.safariland.com. USA Shooting, Eley Extend Partnership XS Sights Selects Ellis Communications SA Shooting announces a partnership extension with Eley Ltd. through the 2012 Olympic Games. Eley has been the official sponsor and supplier of .22 rimfire ammunition to the USA Shooting rifle and pistol teams since 2000. “USA Shooting’s objective is to provide our team members with the best possible resources to help them achieve greatness, and Eley ammunition is second to none for accuracy and reliability,” said Buddy DuVall, director of marketing for USA Shooting. For more information on Eley Ltd., visit www.eley.co.uk. For more information on the USA Shooting team, visit www.usashooting.org. U X S Sight Systems has selected Ellis Communications LLC as its public relations agency. XS Sight Systems offers replacement sights for handguns, rifles and shotguns, and the Scout scope mounting system for lever guns. XS Sight Systems also are factory installed on many firearms. For more information, visit www.xssights.com or call 1-888744-4880. The Bidding Starts Now.® Don’t limit your business to customers in your local selling area. GunBroker.com has more than 2 million customers nationwide. Getting started is fast and easy – we can help you get firearms appraised, manage your photos and monitor your auctions. Come see what the World’s Largest Online Auction of Firearms and Accessories™ can do for your business, only at www.GunBroker.com. 12 JUNE 2009 Read SI DIGITAL www.shootingindustry.com G132-012683-8_7_5x5 (Open your doors to 2,000,000)2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=13http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=13Davidson’s has hired John Werkhoven as senior buyer and Dustin Butler as assistant sales manager, a new position. Werkhoven is responsible for purchasing firearms and related accessories for resale to licensed firearms dealers. He is a veteran of 35 years in the firearms industry, with experience in commercial and law enforcement firearms distribution, as well as retail firearms sales. He has been a purchasing/sales manager, outside sales representative and gun shop manager. Werkhoven holds a bachelor’s degree in Criminal Justice from Ottawa University. Butler is responsible for assisting the sales manager. Other responsibilities include customer service and the coaching, mentoring and support of the Davidson’s sales staff. He was previously area sales manager for Alltel Wireless, US Cellular and Sprint Wireless, and was owner of an independent automotive care company. Davidson’s Adds Sales Personnel tional functions within the human resources department, including staffing, performance management support and training. Ben Miller, Dan Janovicz and Mike Ohlrich have been hired as manufacturing engineers. Miller works in the Lean Team. He received his bachelor’s degree in Industrial Engineering from Oregon State University. He was formerly a manufacturing engineer for delivery systems assembly at A-dec Inc. Janovicz is assigned to the product de- velopment group. He earned his bachelor’s degree in Manufacturing Engineering at the Pennsylvania College of Technology in Williamsport, Pa. He previously worked at Logue Industries in Montoursville, Pa. Ohlrich also works in the product development group. He joined Benchmade from Pierce Pacific Manufacturing, where he spent three years as a design engineer. He received his bachelor’s degree in Mechanical Engineering from Oregon State University. 9 Benchmade Knife Co. has added personnel to its human resources and engineering departments. Ron Britt has been named director of human resources. He previously was director of human resources at LiveBridge Inc./ACS. Britt holds a masters degree in Industrial Relations from the University of Oregon. Janet Rutledge is the new human resources generalist. She will take on many of the operaR. Britt Benchmade Knife Announces New Hires J. Rutledge B. Miller D. Janovicz www.shootingindustry.com M. Ohlrich JUNE BAE-9233 SAF Optics Ad_GunMag(m)1 1 2009 13 5/15/09 6:04:15 PM2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=14http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=14Massad Ayoob Stand Apart In City Full Of Gun Shops hen you’re audacious enough to find that Greater Phoenix was replete to open a gun shop in a com- with gun shops. Being interested primarily munity that already has many, in defensive shooting and related sports, you need more than one iron in the fire. they found they had to pick and choose Jimmy Krueger and Kate Alexander met and fell in love in New Hampshire. It’s a “free state” for gun folks, and the happy couple was soon shooting their way through pistol matches. A trip to the Gunsite Training Center in Paulden, Ariz., made them both fall in love with the Grand Canyon State, and in 1996, the couple made the move. Jim Krueger (above) shows a customer a handgun and Kate They were delighted Krueger (right) handles computer sales at Derby Guns. W among large displays of hunting and sporting gear to find the items appealing to their interest. It was then they thought of starting a gun shop geared toward shooters interested in personal protection. Their plans took a decade to develop. The Kruegers opened their shop in January 2006 in Scottsdale. Highlighting Top Defensive Sellers O ne corner of Derby Guns is devoted to sporting arms, many of them profitable trade-ins. However, the majority of the 1,800-square-foot layout is devoted to defensive gear: autoloading rifles, home-defense shotguns and concealed-carry handguns. The long guns are displayed horizontally on the walls behind the showcase, the better to show their relative size and their features. The handguns are in showcases, sitting atop their boxes, allowing the salesperson to reach down right where he or she is standing to show the gun to the customer, refer to the owner’s manual and demonstrate the accessories contained in the box. “Our best-selling handguns are the Glock, the Springfield XD and the Kimber, in that order. Glock is by far number one,” Kate said. “The 9mm and the .40 had been neck and neck in popularity until the recent increase in ammo prices. Since then, we’ve been selling more 9mms.” Some dealers find less-popular calibers, such as .357 SIG and .45 GAP (Glock Auto Pistol), to be slow movers. Derby Guns has found otherwise. “A lot of our customers will buy .40s, and we’ll encourage them to buy .357 SIG barrels as accessories, since they interchange,” Kate said. “The .45 GAP? We love it! I have the subcompact Model 39 and Jim has the intermediate-size Glock 38. We sell the .45 GAPs regularly, and we’ve sold a lot of customers on them because we know how well they shoot.” Many gun retailers don’t realize how much their customers see them as role models and advisors. If you have faith in a product, tell the customer. They will often decide that if it’s good enough JUNE 2009 for you — their resident expert — it’s good enough for them. In long arms, the sales staples at Derby Guns are AR-15 rifles and slide-action shotguns. “The Bushmaster .223s and Remington 870s are our fastestmoving long guns. The Bushmaster Patrolman is our single bestseller in that category,” Kate said. The Kruegers let everyone know they were involved in last year’s presidential campaign. 14 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=15http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=15Kate works full time and Jim is retired and, he says, loving his freedom. One of Jim’s personal trademarks is a derby hat, worn at shooting matches and gun shows. To put a personal stamp on their business, Jim and Kate named it Derby Guns. The primary signage above the door of the shop, located in a well-kept strip mall, is a picture of a derby and the word “Guns.” The Kruegers hired a full-time shop manager, and Kate and Jim are in and out. As both made their living with computers, it was natural for them to look to Internet gun sales. Their Web site is www.derbyguns.com, and with it, they discovered another crowded marketplace, this one nationwide. Internet sales have evolved into a steady supplement for Derby Guns, but only account for about 5 percent of the shop’s business. For a storefront gun shop, Internet sales may not become a business mainstay, but they can be attended to during quiet times. Uncommon collectibles, which might languish for a year or more before a suitable collector is found, sell far more quickly when exposed to a large national pool of purchasers. Fitting The Niche AA FLASHLIGHT WITH LITHIUM PERFORMANCE NEW > INTRODUCING THE 2360 LED THE BRIGHTEST AA POWERED LED FLASHLIGHT ON THE MARKET If you like the convenience of AA alkaline batteries, but need the performance of lithium batteries, the new 2360 LED is the light for you. Using 2 standard AA alkaline batteries, the new 2360 LED emits a peak output of 100 lumens with a run time of up to 2.5 hours. Because whether you are setting up camp or searching your vehicle after night fall, the last thing you need to worry about is a dim flashlight or dead batteries. The non-slip textured body and push button tail switch are easy to operate in slippery conditions. The removable two-way pocket clip securely attaches the 2360 to your pocket or brim of your hat. The 2360: Premium performance at a competitive price. Call us toll free at 866-838-9160 or go to pelican.com/si to stock up on our latest products and learn more about Pelican’s POP merchandiser program. 23215 EARLY AVENUE, TORRANCE CA 90505 866.838.9160 (TOLL FREE) Tel 310.326.4700 Fax 310.326.3311 WWW.PELICAN.COM/SI n n n Walk-in business accounts for about 25to 35-percent of Derby Guns’ sales. The Kruegers are active in gun rights issues, and during the last presidential campaign, a giant elephant painted in the window to promote the Republican ticket caught the eyes of many passing motorists, drawing them into the shop for the first time. Hardcore gunnies like to spend their money with people who share both their values and their activism. Gun shows account for well over half of Derby Guns’ business, with 22 shows attended in 2008. “We move a lot of guns at the shows,” Kate said, “but we also make a lot of new friends who later drop into the shop to buy. We see the gun shows as our advertising, where we meet fellow shooters and give a lot of advice to people who later come to the shop.” The gun show is a natural marketplace. Most of those who attend have come to buy. And, as Kate noted, when you’re in an area with lots of competition, it’s a great opportunity to meet potential customers who are “regulars” elsewhere, but who might become one of your regulars, www.shootingindustry.com Making The Sales All trademarks and logos displayed herein are registered and unregistered trademarks of Pelican Products, Inc. and others. too, when they meet you, get to like you and appreciate your approach to selling them things that are important to them. This proved particularly valuable for Derby Guns, which was “the new kid on the block” with two longer-established competitors within two or three miles of their location. Jim and Kate offer state-certified CCW training programs. They teach a basic class once a month at the nearby Phoenix Rod & Gun Club in Scottsdale, and offer an advanced class twice a year. This is a particu- Training Connection larly powerful draw to new gun owners. Teaching firearms safety and se2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=16http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=16Ray Oeltjen Southwick Associates’ Data Gives Businesses An Edge W ith so many consumers entering to hunt, fish and spend time at the range,” “We know that, and we’re not going to the firearms market for the first Southwick said. “As lifelong sportsmen waste other people’s time with that useless time, retailers have an opportuni- and women, with 20 years in this business, nugget. Also, we don’t fool around outty to substantially grow their businesses. But we know the story behind the numbers bet- side the natural resources field, so we’re how do dealers get to know these new always up on the issues and latest customers? What are these customers trends,” Southwick said. looking for in products? How can they Frank Briganti, NSSF’s director of make new customers feel welcome? Industry Research and Analysis, says More than ever before, knowledge Southwick Associates’ research — of the market is power, information is collected via HunterSurvey.com and king, and understanding how all the TargetShootingSurvey.com — offers elements of the shooting sports tie the industry a rare look at today’s actogether is critical. But, how do you tive hunters and shooters. obtain this information and, just as im“There are very few sources of portant, can it be trusted? information available that provide Enter Rob Southwick, founder of reliable data in terms of brand share, Southwick Associates. consumer demographics and expendiSouthwick started his hunting-andtures,” Briganti said. “I would encourfishing research company in 1989, age companies to use this information and since then, Southwick Associates to fill in the gaps within their existing has become the leading research and data sources. As an industry, we must analysis group in the hunting, shootbegin to better utilize dependable reing and fishing industry. Southwick Southwick collects invaluable information about hunting search, and become less reliable on and his firm have done extensive proj- and shooting activities via Internet surveys. hunches, guesses and decisions based ects for over 35 different state fish and on antiquated research methods.” wildlife agencies, as well a continuing Mike McStott, market research anresearch role with the NSSF. Southwick ter than most, and we know when informa- alyst with ATK/Federal Cartridge, vouches also provides information to companies tion is of value and when it is not.” for the quality of Southwick’s data. such as Winchester Ammunition, Plano, Southwick says there’s nothing worse “Rob and his company always provide Leupold, ATK, Yamaha, Hodgdon, BASS/ than seeing analysts without hunting ex- timely information that truly helps us unESPN and many others. perience embarrass themselves by saying, derstand our competitive landscape. We “When it comes to helping the industry for example: “The data reports more peo- appreciate the fact that Rob is readily availand companies within the hunting-and-fish- ple use a shotgun for turkey hunting than able to answer our questions, generally on ing community, we are data geeks that love any other firearm.” the same day we ask,” McStott said. Making Sense Of The Numbers B drugs; you just don’t know what to expect,” Southwick said. Many companies have a mountain of information available usinesses in the shooting sports may obtain market information from their customers, but don’t know how to use it properly, from a number of sources, but receiving a dizzying compila- which is where Southwick Associates’ HunterSurvey.com and tion of random numbers and statistics is TargetShootingSurvey.com come in. frustrating. Often these sales and manufacThe Internet-based surveys use a turing numbers reflect what has happened Rob and his company always panel of thousands of hunters and tarmonths or even years ago, making them get shooters to collect information each provide timely information month about hunting and shooting acvaluable only from a historical perspective. The challenge: Finding valid and current tivities, tracki2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=17http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=17• How often do hunters and shooters get outdoors to hunt? • Which species are targeted by hunters? • Which types of target shooting and hunting activities are growing in popularity and which are shrinking? • What are the preferred activities and equipment? • What are the differences in activity levels based on demographics such as age, income and education? • What are the preferred brands? Customized analyses identify preferences based on sportsmen’s location, purchase price, etc. • What type of retail outlet is preferred? (Mass merchant, independent retailer, online, etc.) • Which brands of equipment are purchased by different types of retail outlets? • What is the type of game pursued? Southwick offers annual subscriptions to these monthly results. Reports are also available for specific product categories including: Firearms (rifles, shotguns, muzzleloaders, handguns); Ammunition (rifle, shotgun, handgun); Black Powder (propellant, balls, bullets, shot, solvent, cleaning supplies, measure, plug wrenches, primers, flints); Bowhunting and Archery Equipment (bows, arrows, fletching, broadheads, releases, tabs, peepsites, silencers, stabilizers, arm guards, Rob Southwick is a quivers, rests, lifetime sportsman. “We target strings, cases); know when information bow is of value and when it is and Decoys and not,” he says. Game Calls. Selling crossbows is an easy transition for a firearms-only dealer. If you are not selling them, you are missing out on one of the fastest growing categories in the hunting industry. people don’t know that my competitive firearms shooting “ Most career developed out of my passion for hunting. I hunt all seasons with all weapons, including compound bows and, yes, crossbows. Like all of my equipment, I chose TenPoint because of its quality, durability, and accuracy. TenPoint is the best. ” Doug Koenig World Champion Professional Shooter To find out how to get started, Call Randy Wood, TenPoint’s National Sales Manager. TenPoint Crossbow Technologies 1325 Waterloo Road Suffield, OH 44260-9608 330.628.9245 800.548.6837 www.tenpointcrossbows.com A thorough understanding of consumers’ buying patterns and overall market trends has never been more important. As the economy struggles to regain its footing, businesses that know the market best will ultimately rule the day. Contact Southwick Associates at (904) 277-9765 or by e-mail: info@ SouthwickAssociates.com. 9 Future Success WE’RE CALLING YOU OUT TO THE SHOOTING INDUSTRY MASTERS! Page 35 JUNE 2009 17 www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=18http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=18Lisa Parsons-Wraith National Wild Turkey Federation Honors Women howcasing our outdoor shooting and hunting heritage in a positive manner is essential to the preservation of the shooting sports. The National Wild Turkey Federation (NWTF) recently honored two women for their outstanding contributions to their communities. Cherie Smith of Glen Allen, Va., was awarded the 2009 Annie Oakley Award by the NWTF at its national convention. Smith has spent the last seven years giving back to her community in the name of conservation, hunting and the outdoors. As a member of the Tri-County Spurs Chapter of the NWTF, Smith has served as chapter president, chaired their local fundraising banquet and coordinated Women in the Outdoors events. “Getting women and kids outside to do these activities is so important,” Smith said. Event activities have included archery, GPS, outdoor cooking, survival and fishing. Smith said she got involved with the NWTF because she saw it as an opportunity to give back to her community. “My parents taught me about community service and giving back, and this has S Cherie Smith received the National Wild Turkey Federation’s Annie Oakley Award for her outstanding volunteerism. been a fabulous organization to be able to give back,” said Smith. Her chapter participates in the Turkey Hunters Care program, which provides holiday meals to the less fortunate. Smith said being able to provide an entire meal to families during the holidays “really warms your heart. Community service is where my heart lies.” The Annie Oakley award was presented to Smith at the NWTF convention in Nashville, Tenn., in February. Smith had been asked to present awards to other honorees and had no idea she was there to receive an award herself. She said she was shocked and surprised when she was asked to stay on the stage and receive the Annie Oakley award. “You do all of this and you don’t expect kudos because that’s not why you do it,” Smith said. “But it’s great to get recognition.” Always thinking about ways to help others, Smith said her first thought when she won the award was that hopefully the publicity would bring more people to the annual fundraising banquet she organizes. icole Hafer from Zanesville, Ohio, received NWTF’s 2008 Conservation Educator of the Year Award at the NWTF convention. Hafer, an education specialist with the Muskingum Soil and Water Conservation District, teaches outdoor education classes to local youth. Hafer said she has 20 different conservation programs and one of the most popular centers around wild turkeys. “The wild turkey is a success story in our area because their populations were brought back through wildlife management,” Hafer said. Kindergarten through high-school children learn wildlife conservation through a variety of age-appropriate activities, ranging from making turkey tracks to aging turkeys by studying their legs. Hafer said it’s also an opportunity to bring wildlife to kids in urban areas. “We do a lot on the difference between wild and domestic animals,” Hafer said. In addition, her students plant trees, build wild turkey calls, construct bluebird trails and create butterfly gardens. The NWTF awarded Hafer a $500 grant, which she says will be used to purchase materials such as decoys and turkey calls for her Wild Turkey Education classroom program, plus other educational conservation material. Hafer also ex18 JUNE 2009 N Educator of the Year pressed appreciation to local NWTF chapters that donated education boxes to her program. The NWTF sells a “Wild About Turkeys Education Box” containing everything an educator needs to teach kids about the success of wild turkey conservation. Dealers who wish to further outdoor education in their area should consider donating one of these boxes to their local school district. Visit www.turkey-shoppe.nwtf.org. Nicole Hafer, recipient of NWTF’s 2008 Conservation Educator of the Year Award, teaches outdoor education classes to local youth. Read SI DIGITAL w2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=19http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=19Atlanta Blair Wins Essay Contest he hunt of a lifetime was awarded to 13-year-old Atlanta Blair of Lenoir, N.C., for her entry in the 2009 JAKES program essay contest. The NWTF’s JAKES (Juniors Acquiring Knowledge, Ethics and Sportsmanship) program is dedicated to helping youth discover the outdoors. Hundreds of youth-only events are held across North America each year to help kids up to age 12 learn about hunting, fishing, camping, archery and more. Blair’s winning essay, titled “How Would My Life Be Different If Hunting Was Not A Part Of It,” expressed the discipline and responsibility young people gain from hunting. Blair says in her essay, “This is how different I would be if [hunting] wasn’t a part of who I am. I wouldn’t have the responsibilities I have today. I wouldn’t have the discipline hunting has taught me. I wouldn’t have the same goals I have in life or have the respect that I have learned from hunting.” T Dominate the Darkness Atlanta Blair’s winning essay described how her life is influenced by hunting. TM Blair, an honor roll student at Gamewell Middle School in Lenoir, received a Kansas hunting license and an all-expensespaid trip to El Dorado, Kan., for the 23rd annual Kansas Governor’s One-Shot Turkey Hunt. Founded in 1973, the NWTF is a national nonprofit conservation organization that works with wildlife agencies to restore wild turkey populations. NWTF volunteers raise funds and work daily to improve critical wildlife habitat, increase access to public hunting land and introduce new people to the outdoors and hunting. Visit www.nwtf. org for more information. 9 www.shootingindustry.com Tactical Illuminator 125+ Lumens Ambidextrous Rocker Switch or Long Gun Remote Constant or Momentary Operation For More Information Visit Our Website: InsightTechGear.com Toll Free: 877-744-4802 JUNE 2009 192009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=20http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=20Commander Gilmore Pls Txt Me A Brain! LOL :) t’s not specifically against the law to be text messaging while driving in Amsterdam, N.Y., though it’s gotta be one of the stupidest, most dangerous things you can do behind the wheel. It was no problem, though, for Amsterdam police to come up with a laundry list of broken codes when they found a woman stopped with her car in the middle of an intersection, engine running. She appeared to be slumped in the driver’s seat. When Officer K.S. Walters walked up and asked the lady why she was idling there, she explained she was punching in a text message on her phone, so of course she stopped. Officer Walters got the message, carried on a breeze of alcohol fumes. Amanda Murphy was charged with DUI, “standing on pavement” and unlicensed driving. What do you think those messages look like, shakily punched in on that teeny-tiny keypad, by a drunk? We’ll bet they read like an eye exam chart in an optometrist’s office, something like: AOTE NYLIR OXTUM SWADLIK. Note: In London’s financial district, so many pedestrians have banged their heads into cast iron light poles on the sidewalks while texting that the city has wrapped the poles with padded mats. Illustration by Nick Petrosino I We’ve learned the hard way: Any time you have 50 or more cops shooting a qualification course on a range, your life expectancy can be seriously shortened — but humans aren’t the only deadly dangers on some ranges. Seventy police officers from the Chiapas region in southern Mexico were hospitalized — 10 of them in very serious condition — after one of their bullets apparently struck a hive of Africanized “killer bees” downrange. “It was really bad,” Officer Miguel Serrano told reporters. “I haven’t seen anything like it, even in the movies. We tried as hard as we could, but we weren’t able to avoid getting stung. Some of us hit the ground, but that didn’t help.” Many of the victims tried to run from the swarm, but that only seemed to infuriate the already steamin’ bees. The African “killers” were imported to Brazil as part of an experiment to increase honey production in 1957. A swarm quickly escaped and have been moving steadily north and south, breeding with domesticated honey bees since then. 20 JUNE 2009 Dangers On A Range We’ll bet there have been lots of times you’ve been steamed when your cell phone gave you that “Out of Calling Area” or “No Service” signal, and times you’ve been just tickled pink to find you did have a dial tone. But we’ll doubledown the bet that you ain’t ever been happier with your cell coverage than a guy named Ben Nyaumbe. Ben, a farm manager in Kenya, was checking on some livestock in the Malindi bush area near the Indian Ocean coast when he walked under a tree, felt something big — and we mean big — moving under his feet, and the next thing he knew, he was being hauled up into the high branches. As the tire-sized coils of a huge python began wrapping around him, Ben used the only weapons available to him — his teeth. Biting as savagely as he could, he was unable to break free, but when the python momentarily loosened its grip to shift its coils, Ben frantically reached for his shirt pocket, snatched out his cell phone and — can you hear the chorus of angels singin’? — he got a signal and called his boss at the farmhouse! Can You Hear Me Now? Fortunately for all, a regional policeman was also nearby, and he and Ben’s supervisor came screechin’ up with guns, rope and an assortment of hefty hand tools. Nyaumbe managed to get his shirt over the snake’s head and bind its jaws closed, while his rescuers tied ropes to the big wiggler and pulled with all their might. “We both came down, landing with a thud,” Nyaumbe told reporters. Ben’s pals yanked him out of those rib-crunchin’ coils, but the snake was too powerful to be “sacked,” and he got away. Ben, quite possibly the luckiest guy on the African continent that day, came away with lots of compression bruises all over his body, and lacerate2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=21http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=21N P R IC E . IO T C U D O R P D R A D S TA N R IF LE S . Y T LI A U Q C E P -S IL C U S TO M B U ILT, M was called on to fight by economic crisis young nation paralyzed ic During World War II, a selves in uncertain econom fronts. Today, we find our two on l evi d nte ede unprec & Tool truction. Lewis Machine s similarly bent on our des nt times and facing enemie e ENGTH on the hom fro builder of UNITY and STR a as lf itse es prid any Comp front lines. FINEST FIREARMS for the as well as a builder of the otent, home defense or sho ernment, law enforcem Whether for military, gov with your current and rs complete compatibility ing sports, only LMT offe -spec QUALITY rifle ivers a custom-built, mil ongoing needs. LMT del production price. upgrades at a standard with the tactical accessory OM LMTD EF EN SE .C61 264 Milan, IL 1305 11th Street West, 309.787.7193 (T) 309.787.7151 • (F) sales@lmtdefense.com IFI ED ISO 90 01:2 00 0 CE rT2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=22http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=22By Carolee Anita Boyles OPTIC SALES! SALES! Revisit The Basics, Dial In Features To Increase Profits! REFOCUS YOUR REFOCUS YOUR K eeping your business profitable during extraordinary economic times requires focus and attention to detail. Even during a harsh economic downturn, devoting special attention to your business can help you generate sales of riflescopes, spotting scopes and binoculars. “In this economy, when someone comes in to look at optics, he’s coming in to buy,” said Tony Proper, vice president of Alpen Optics. If a customer has lost his job, or doesn’t have the money to buy a new spotting scope or a pair of binoculars, he’s not even going to come in and look at them. Given that, how do you attract those customers who do have the money to purchase optics? you’re strong with your advertising, such as monthly fliers, or ads in local newspapers or on radio stations, you’re going to bring in customers.” McBride said many retailers drop the ball on advertising by failing to use co-op money that’s available from many manufacturers. “A smart retailer knows how to get every penny out of his manufacturers, and he uses that money to his best advantage to draw customers into his store,” McBride said. In a down economy, it’s more important than ever to qualify your customers and determine exactly what they’re really looking for. “If he’s looking at riflescopes, ask him what rifle he’s going to mount it on,” Proper said. Or ask him what he’s going to use the binoculars for. “He’ll always tell you that right up front,” Proper said. “Then you can ask, ‘Is dusk to dawn important?’ That tells you what kind of product he wants.” Look for a way to lead into the money question. “For example, everybody wants to look through a high-end optic that sells for $2,000,” Proper said. “But when you ask the customer if he wants to buy it, he always says, ‘That’s too rich for me.’” This is your opportunity to politely ask your customer what kind of a budget he’s on. “Many dealers think they have to be everything to everybody. Big-box stores have 100 feet of counter space and every brand of optics known to man. It’s so confusing to the customer that a lot of people walk away,” Proper said. “One big-box store that recently went out of business had probably 150 different pairs of binoculars in a single cabinet, all piled on top of each other,” said Richard Cameron, president of Carson Optical. “If a customer New for 2009, the model VX3L features Leupold’s Xtended Twilight Lens System and the cut crescent shape. Qualify Your Customer Carefully Select Lines “One big key to selling optics is advertising,” said Mark McBride, a Leupold manufacturer’s rep from Outdoor Marketing Group. “If Always Advertise SI DIGITAL VIDEO 22 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=23http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=23sees that, he’s very intimidated. You need different price points, from inexpensive to very expensive, but you don’t want to overload or confuse the customer.” Independent dealers can take advantage of this confusion. Instead of having every brand available, select a limited number of brands that “fit together well.” “Independent retailers need to carry brands that make a good profit for them, and give them a good assortment of products,” Proper said. “Retailers can carry just two or three brands, as long as they complement one another. For instance, if you’re carrying Bushnell, Nikon and Alpen, and you have an 8x42 in all three, why do you have the same thing in all three brands? Decide which one is the most popular with your customers, and which one you make the most profit on.” Merchandise your optics so they’re easy for the customer to see and so he can distinguish between brands and price points. “Many retailers hang binoculars that are less than $50 where the customer can reach them,” Cameron said. “Generally customers are comfortable buying binoculars that are less than $50 without trying them. However, at higher price points, binoculars need to be in a glass case and the customer needs to be able to try and compare them.” McBride said letting customers get their hands on optics is essential. “If the person at the counter can get the customer to look through a riflescope or spotting scope, he’s more likely to make the sale,” McBride said. “Show the customer the difference between 40mm and 50mm objectives. Once you get to the larger objectives, your light-gathering capability increases, which is what a lot of customers look for.” When it comes to merchandising spotting scopes, display them on a tripod. That draws customers and gives them a firm platform to try the scope. “Some brands offer very good value and some don’t,” Cameron said. “It’s important to know your products, and to be able to explain them to your customers.” For example, be able to show your customers how different brands of optics transmit light differently. “This is something that’s easy for a retailer to explain to a customer,” Cameron said. “When you’re hunting, it’s frequently at dawn or at dusk when there’s not a lot of light www.shootingindustry.com Display For Most Sales Sightron’s new offerings for 2009 include the SIIILR Series, with low-dispersion glass, which offers premium performance in all light conditions. Swarovski Celebrates 60 Years warovski Optik is celebrating its 60th anniversary and is offering its anniversary-edition binoculars at “sensational prices.” The 60th anniversary models include Swarovski Optik’s award-winning EL and SLC binoculars, each with a Lift Carrying Strap bearing the anniversary emblem. The company is offering the special-priced binoculars through Aug. 31, 2009, or while supplies last, through its participating dealers. “During our company’s 60th anniversary, we would like to give our customers the opportunity to celebrate with us as part of a unique anniversary offer, enabling them to become part of this historic celebration,” said Albert Wannenmacher, CEO of Swarovski Optik North America. Swarovski For more information, EL 8.5x42mm visit www.swarovskioptik.com. S Sell Key Features JUNE 2009 232009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=24http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=24www.zeiss.com/sports www.trijicon.com www.bushnell.com available. However, when you show customers several pairs of binoculars in the middle of the day, they’re all going to look about the same in terms of light transmission.” One way to overcome this is to let your customer compare optics by looking at a white wall. “With really good optics, the white will be cleaner and crisper than with an inferior product,” Cameron said. Or, set up a place in a corner of your store where you can dim the lights so your customer can test optics by looking in a low-light environment. Also point out to your customer the differences in quality around the edges of the images. “When you look through the center, they all look the same,” Cameron said. “When you look out at the edges, you’ll be able to see which one is blurry and which one isn’t.” Whether you’re selling Burris, Sightron, Trijicon, Zeiss or another brand, take advantage of POP materials and other literature to educate yourself, your staff and your customers. “Leupold has a lot of POP materials that tell the story on the products you’re Become Knowledgeable selling,” McBride said. “The more material you put out, the more you and your customers will know.” With the increasing sophistication of today’s optics, that kind of education is essential. Many manufacturers also provide dealer training. Take advantage of it to gain knowledge and stay up to date about the details of spotting scopes, riflescopes and binoculars. The Internet provides a vast amount of information on optics, with many companies offering special education sections on their Web sites. A few include Zeiss: www. zeiss.com/sports — click “Optics School;” Leupold: www.leupold.com — click “Le- 24 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=25http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=25upold TV;” Bushnell: www.bushnell.com — click on a scope category, then “Tech Talk;” and Trijicon: www.trijicon.com — click on a scope category. It’s good to remember that such vast amounts of information are also available to customers, meaning they may have done their research. Don’t get caught unable to answer a basic question about optics. It’s also important to expand your knowledge of what manufacturers offer. “Many people think there are only reddots and that’s it. For firearms, there are three variations. There’s the garden-variety tube sight, mostly in 1" or 30mm, like our MiRAGE Ranger, E-Dots and Alpha Dots. Then there are target-shooter sights for those who prefer a single-lens option, and today’s hot model, the Tactical Sight. If an optics company says, ‘we have them,’ they might have red-dot, but not for every application,” said Al DePaoli, president of ADCO. Some big-box stores mount riflescopes; others sell the mounts and rings, but don’t offer mounting service. Even if your customer has purchased his gun, scope, mounts and rings somewhere else and brings them to you for mounting, do it. “Set your mounting fee accordingly,” Proper said. “If the customer buys the rings and bases from you, make your mounting fee ten dollars less than if he doesn’t. Mounting riflescopes allows you to sell extra service and extra benefit, and show the customer why he should buy from you in the future.” After you qualify the customer, show him the products and Mount Riflescopes educate him, don’t let him go down the street and buy from someone else — ask for the sale before he leaves the store. “Close the sale before the customer gets out the door,” Proper said. “If you don’t ask for the sale, you’re not going to get it. Do it in a nice way that doesn’t offend the customer.” If you’ve showed the customer a display model and he likes it, say, “Here’s one in a box that’s never been opened.” “If he says, ‘I’m not sure,’ ask him if he has any questions you didn’t answer,” Proper said. “If he wants to think about it, point out that you have the best price and service around, and tell him about the warranty on the product. Stress those factors, and remind the customer that you’re there to work with him. It’s amazing how many times retailers don’t do that, and they let customers walk right out the door.” 9 Ask For The Sale OPTIC SALES See Reader Service, page 45, for a listing of optic manufacturers. Nikon’s new EDG Fieldscope line features ED glass lenses and dielectric high-reflective multilayer prism coatings for high-contrast images. 3 ounces of superiority SIG SAUER ® STS-081 Mini Red Dot Sight Whatever you’re shooting, whatever the conditions, you can depend on the SIG SAUER STS-081 Mini Red Dot Sight to maximize your skills. It has a parallax-free 1X red dot with 4 MOA reticle, glass lenses with anti-reflex, multilayer coating, and 11 daylight settings for optimum dot visibility. These advanced optics are secured in a compact, rugged housing of high-strength aluminum alloy anodized to withstand the toughest environment. The perfect choice for a rifle, handgun or shotgun. See your SIG SAUER dealer today. Anodized aluminum case Lithium battery. 8000 hours typical life M1913 / Weaver mount 1x magnification 4 MOA reticle passive red dot ® Fo r m o r e i n f o r m a t i o n v i s i t s i g s a u e r. c o m www.shootingindustry.com JUNE 2009 252009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=26http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=262009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=27http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=27DEALER Technology Plays Enormous Role In Today’s Gun Store By Russ Thurman HIGH-TECH “C omputerize Your Gun Store?” was the first article we published addressing how dealers could harness “new business technology.” “Harness” really isn’t the right word. “Grapple” would be better, as gun dealers and most of the industry in the ’90s reluctantly ventured into the world of high tech. In that August 1997 article, we examined such The supercharged technology of today has a “huge” impact on dealers’ businesses, according to Carl Ingrao, owner of Four Seasons Firearms in Woburn, Mass. “I can’t imagine doing this the way we used to,” said Ingrao, who has been in the firearms industry for 32 years. “Technology has changed just about every part of our business. It makes a huge difference. I can sell more products more quickly than I ever could before — because of the technology available today.” Ingrao uses a number of high-tech tools in his store, including Camfour’s PC Gun bound-book software. However, he credits his e-fliers as the major reason for his success, resulting in “turning my inventory nine times a year.” “Not many dealers can say they do that, and it’s because of our e-mail fliers. I send them out every week and when I hit that send button, sometimes within two or three minutes, the phone starts ringing. Today, people are getting e-mail on their Blackberries and other devices. The phone beeps, they see it’s from Four Seasons and they’ll call me right then,” Ingrao said. revolutionary terms as “download,” “e-mail,” “gigabyte” and “Internet.” Pretty lofty stuff. That was long before blogging, Twitter, flash drives, smart phones and YouTube. Today, gun dealers — and the industry — have a vast array of high-tech tools available to streamline operations, save money and time, increase sales and reach customers far beyond their market base. Selling More, Quicker In the “old days,” Ingrao says he would advertising and marketing materials via get inventory, put it on his shelf and wait the Web site www.ADbuilderHQ.com. for customers to come in. Or, he’d send “We went through the five steps of out a printed flier. how to create in-store fliers, POPs, tradi“The fliers were expensive, and they took too long to get out. Now, it costs me $287 a year to have a Web site and zero to send out my e-flier to 8,000 subscribers. Zero! The traffic the e-flier creates is incredible,” Ingrao said. Ingrao says using his e-flier gives him the confidence that he can compete with the “big boys.” “With our ability to get products and to let our customers know about them quickly, I can compete with anyone. The Internet levels the playing field for any dealer who is not afraid to try new things,” Ingrao said. That willingness to try new things prompted Ingrao to take part in training for ADbuilderHQ, a program of the National Association of Sporting Goods Wholesalers (NASGW). The program al- Carl Ingrao’s e-flier to 8,000 subscribers generates lows retailers to create customized “incredible” store traffic. JUNE 2009 27 www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=28http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=28tional fliers, and how it can be incorporated as an e-mail flier. I think the program is going to be a very successful thing for dealers who want to promote their products,” Ingrao said. ADbuilderHQ utilizes data from NASGW’s ItemHQ database to rapidly transfer product information between manufacturers and wholesalers. “It’s part of NASGW’s ongoing commitment to provide our members with technologically advanced tools to help grow their businesses,” said Wayne Smith, NASGW president. For more information, visit www.ADbuilderHQ.com. Celerant Technology Corp., a provider of point-of-sale retail software, has noted a significant increase in the number of gun dealers using technology to streamline their operations. “We go to the SHOT Show Celerant Technology Corp.’s services integrate all facets every year, and four or five years of a dealer’s business. ago a lot of dealers were still using pen and paper. Now, all of a sudden, program for small- and medium-sized it’s really booming; dealers want the tech- businesses, which allows them to carry nology that will make their businesses run online the same inventory of a larger smoother,” said Michelle Salerno, Celerant store. In April, the company began workmarketing/communications manager. ing with AcuSport. Celerant Command Retail, the comOutdoor Business Network provides epany’s system for firearm dealers, covers Commerce packages that place the AcuSall facets of business, Salerno said. port catalog on a dealer’s Web site. This “It integrates all areas of a firearms en- permits dealers to present AcuSport’s interprise, from the point-of-sale, the CRM ventory as their own. (Customer Relationship Management), “Dealers are provided with an autowarehouse matically upfunctionality, dating inveninventory mantory feed. Web agement and insites are updattegrated e-comed with the onmerce, which is hand inventory a huge selling in AcuSport’s point for all our warehouse evretailers,” Salery 15 minerno said. utes,” said Ted The company also offers Electronic Lindsley of OBN. Acquisition and Disposition Books, which Visit www.outdoorbusinessnetwork. comply with ATF requirements. Celerant com for more information. also develops Web sites. AcuSport also offers dealers EZ-4473 “We have a very large Web department software to assist in filling out Form 4473. that designs completely custom sites that Compliant with BATF regulations, are fully integrated within the system at AcuSport points out that EZ-4473 protects the store,” Salerno said. independent retailers’ FFL licenses. A preferred NSSF vendor, Celerant of“The EZ-4473 software eliminates any fers a discount to NSSF members. Visit possibility of clerical mistakes that can rewww.celerant.com or call 1-877-811-8500. sult in a revoked federal firearms license. The Outdoor Business Network This software is extremely innovative (OBN), a company specializing in e- and will surely benefit many entities in Commerce solutions, has developed a the firearms industry,” said Jim Broering, Streamlining Gun Shops “ I can sell more products more quickly because of the technology available today. ” 28 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=29http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=29BUIILD WHAT YOU WANT. BUY WHAT YOU NEED. Sports South offers dealers a wide range of high-tech tools to streamline their businesses. AcuSport president. American Firearms Software is the creator and manufacturer of the EZ4473 software. Visit www.acusport.com to order EZ-4473. BUILD YOUr DrEAm Ar ONLINE ar15builder.com Source Code: BWZ Sports South has devoted significant 4Carbuilder4-625X3-75.indd 1 4/7/2009 10:51:11 AM resources to the development of software solutions for gun dealers. Last year, Sports South selected ARS Business Solutions’ Wholesalers & Distributors • Retail Sales • Manufacturers & Importers point-of-sale and inventory-management Ammunition & Bullet Manufacturers • Indoor & Outdoor Ranges software as an optional upgrade to its Trap, Skeet & Sporting Clay Fields • Gunsmiths • Firearms Instructors SINSO point-of-sale system. This gives Providing Quality Insurance Products to dealers the ability to better manage their the Firearms Industry for Over 25 Years. inventory through ARS’s Auto Replenishment System. “Each week I would spend hours entering hundreds of item numbers to check Coverage Available in All 50 States. stock for reordering. Now, I let my ARS Interface with Sports South do it for me in minutes,” said Mark Daniels, president of Mega Sports in Plainfield, Ill. “I also used to spend hours each week reordering items, but now with Sports South and ARS, I can do this in minutes, as well.” For more information on Sports South, Endorsed By visit www.internetguncatalog.com. For more information on ARS Business Solutions, visit www.arss.com. All major firearms distributors ofinfo@jcinsco.com • www.guninsurance.com • 800.526.2199 fer dealers high-tech solutions, including Ellett Brothers’ Ellett Link (www. ellettbrothers.com), Davidson’s Gallery of Guns (www.galleryofguns.com) and most beneficial shows we do, even more ber of programs to advance firearm sales RSR’s E-Shows. so than SHOT. We have attended other through the company’s Web-based servic“RSR pioneered the concept of an E- dealer shows and it is always a pain, be- es and Internet gun sales. Show, whereby a retailer doesn’t have to cause even with great deals and pricing, “By making a connection between leave their store and can sit home in his you have the travel issues, dinner night- a real store and a real buyer, we have or her bathrobe and fuzzy slippers and at- mares and such,” said Dewayne Irwin, created a relationship that will help not tend our show via the Internet,” said Bob president of Cheaper Than Dirt Outdoor only the store, but also the industry as a Steger, RSR Group chairman. Adventures in Fort Worth, Texas. whole,” said Paul Helinski, founder of During an E-Show, dealers can visit RSR’s next E-Show will be held in De- GunsAmerica. manufacturers’ “virtual booths” and place cember. For more information, visit www. GunsAmerica’s Stocking Dealer Serorders 24 hours a day during the show. rsrgroup.com. vices include Web site development, “The E-Shows RSR puts on are the GunsAmerica offers dealers a num- Live Payments and EZ Ads, plus Guns Saving Time, Making Money Firearms Business Insurance www.shootingindustry.com JUNE 2009 292009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=30http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=30At RSR Group’s E-Shows, dealers visit “virtual booths” and place orders via the Internet. FNH USA recently launched its 3point5.com training Web site. On Demand. “We used to do about $5,000 to $12,000 in gun business with credit cards per month. In July, we started with GunsAmerica. The credit card company called yesterday to raise our monthly estimate to $30,000. You (GunsAmerica) deserve some credit here — your foresight and hard work is paying off for both of us,” said Wallace Perkiomen of Perkiomen Gunworks in Sparta, Tenn. Visit www.gunsamerica.com for more information. Gun dealers also are using GunBroker. com to increase their gun sales, especially of slow-moving or special collector firearms. “Over the years, we have seen rapid growth in our overall traffic and in the number of retailers who use our site. They are coming to understand that we are not a competitor, but a partner who can help boost their business,” said Steve Urvan, founder and CEO. According to Urvan, GunBroker.com is the largest online auction site dedicated to guns, hunting and related products. Hitwise, the Web-site measurement service, ranks GunBroker.com third in the U.S. “Shopping and Classified-Auctions” category. “Combining GunBroker.com’s 2.5 million-plus visitors each month with our increased in-store traffic, we never worry about moving inventory,” said Ryan Horsley, marketing director for Red’s Trading Post in Twin Falls, Idaho. Visit www.GunBroker.com or e-mail: DealerNetwork@gunbroker.com. Manufacturers throughout the firearms industry are using 3point5.com to provide product training for dealers and distributors. In April, FNH USA launched its 3point5.com training Web site. “This site is just one way we help dealers and distributors train employees on FNH USA products. It is easy to sign on, Increasing Knowledge and employees earn points for completing each module of the training. Highest scorers are further rewarded with other prizes,” said Barbara Sadowy Bailey, director of marketing for FNH USA. “So far, we are very pleased with the response from retailers: 700 people trained during the first 10 days the site went live — a success, by any standards.” 3point5.com’s online campus represents over 142,000 registered professionals and sales associates, 120 manufacturers and over 16,360 retailers. To learn more, visit www.3point5.com. Southwick Associates provides extensive data on customer buying trends, based on information collected via the company’s Web-based surveys. For more information, call (904) 2779765 and see page 16 of this issue. There are numerous other high-tech companies, services and programs designed to help gun dealers be more efficient and profitable. We’ve not touched on significantly enhanced manufacturer and distributor Web sites that provide enormous amounts of information for dealers and consumers. There’s also our own interactive, Internet-based editions of Shooting Industry magazine, with turn-page features, hundreds of Web hot links, embedded videos and other high-tech features. Visit www. shootingindustry.com to sign up for a free subscription to SI Digital. We’ve come a long way since that article in August 1997 when we explained the meaning of “software” and “Web site.” 9 HIGH-TECH DEALER See page 45 for a listing of high-tech business providers. 30 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=31http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=31SELLING By John Morrison HANDGUN ACCESSORIES ACCESSORIES Pump Pump Up Up Your Your Profits Profits — — They’re They’re NOT NOT Just Just Add-Ons! Add-Ons! T he number of firearm (NICS) background checks hit over eight million from November through April, making this the highest and most sustained period of firearms sales in the nation’s history. We estimate that approximately half that number were related to handgun purchases. For every handgun sale, plus every handgun already owned by American shooters, there is a rich, varied and rapidly growing smorgasbord of handgun accessories just waiting to be rung up on your cash register. Since market conditions have profoundly changed since November 2008, SI asked dealers what’s hot and what’s not in handgun accessory sales. Picking up a tip here, an observation there, and going into more detail with three widely distributed dealers serving very different clientele, a snapshot formed of tremendous change — and strong demands on dealers to act aggressively in getting stock, knowing and meeting the needs of your customers and generating interest where there may have been none! SureFire’s X400 LED WeaponLight has an integrated red laser sight. BLACKHAWK!’s SERPA is rated high in customer demand by dealers. Pearce Grip has new Grip Extensions for the (from left) KelTec P3AT, Ruger LCP and Beretta Tomcat. www.shootingindustry.com JUNE 2009 312009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=32http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=32Adapting To Change In The West oe Dominguez has been manager of The Stockade, one of Southern California’s largest gun stores, located in Westminster, for 20 years. He said the post-November ’08 election shifted the focus on handgun accessories. “The whole profile of handgun-accessory sales has changed. It may return to whatever you call ‘normal’ at some point in the future, but for now, you have to adapt quickly, take advantage of every option, and make sales happen if you want to stay in business,” Dominguez said. Dominguez said his gun-display cases and racks were virtually emptied following the first waves of the buying frenzy. “One observation we made early on,” Dominguez said, “was since all these people had purchased handguns, they needed something to put them in — for security, protection, transport, whatever. So, we’ve launched efforts to showcase everything from small gun cases to safes — and it works. They’re selling great!” Dominguez said single-, double- and four-gun hard cases from Pelican Products are tops in their field, and SKB Cases are also popular. He reported strong sales of J MEC-GAR is proud to offer “Optimum” - our new and unique series of high capacity flush-fit pistol magazines. The new design of the magazine housing and interlinked magazine components, together with a special Anti-Friction Coating offer far superior performance even in difficult operational environments. his value line of gun safes, StackOn Safes, in sizes ranging from single-handgun to 24- and even 36-handgun size. His top-of-theline safe brand is Browning, and Dominguez can hardly keep them Joe Dominguez, manager of The Stockade in Westminster, Calif., says the on the floor. handgun accessory market has expanded. Dominguez noticed increased Among other accessories, Dominguez interest in range bags after the elections, reported holsters are still in high demand, and filled an antique flower cart with TAC with BLACKHAWK! CQC SERPAs Force Range Bags, placing it in a strategic, and Galco models, especially the Scout hard-to-miss location. Sales have been, he and Walkabout IWB holsters, ringing up said, spectacular. steady sales. He has only recently begun “The TAC-Force range bags are superior carrying Wilderness Products, and has quality at about half the price of comparable been selling their Original Instructor’s bags from other better-known makers,” Belt, Zip Slide holsters and mag pouches Dominguez said. “The quality is unbeliev- to handgun owners. Dominguez says sales able for the money, from the outer materi- are good and growing, and customer satisals to their padded compartments to their faction is high. heavy-duty zippers. Plus, TAC-Force ships! In weapon-mounted lights, the You call, and they get product to you fast!” sales leaders are SureFire’s X300 and X400 models. “Some things never change no matter what happens in the market,” Dominguez said. “If you offer quality goods, display World’s Finest Magazines them properly and stand behind them, you will make sales — and get loyal, re“OPTIMUM”. THE WORLD’S BEST MAGAZINES peat customers.” The increased firepower of MEC-GAR “Optimum” magazines can be further raised by an optional “Plus Two” adapter. “Plus Two” is a new set of hollow butt-plate and inner base to raise the capacity of the MEC-GAR “Optimum” magazine by 2-rounds and stick out only 5/8” from the butt of the pistol! Available For: Beretta 92FS 9mm 18rd / 20rd Beretta 96FS .40S&W 13rd / 15rd Para-Ordnance P14 .45ACP 14rd SIG P226 9mm 18rd / 20rd SIG P226 .40S&W 13rd / 15rd Springfield XD 9mm 18rd Springfield XD .40S&W 13rd Taurus PT92 9mm 18rd / 20rd Taurus PT100 .40S&W 13rd / 15rd Mec-Gar USA, Inc., 905 Middle Street, Middletown, CT 06457 Tel: (800) 632-4271 Fax: (860) 635-1712 www.mec-gar.com JUNE 2009 Trijicon Night Sights are solid sellers. Pelican’s hard cases, available in a number of colors, are popular with customers at The Stockade. 32 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=33http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=33Making Sales In The Northwest P ro Gun Services of Victor, N.Y., has a reputation for not only pulling in customers from the nearby metropolis of Rochester, but also from lots of smaller cities and towns in the region. While not impressive in size, Pro Gun is very impressive in the depth of its stock and the number of buyers who won’t go anywhere else. Pat Montanarella, an old hand in sales at the shop, gives a lot of credit for Pro Gun Services’ growth to Tim Kinton, the manager. “Tim’s always on the phone, finding what’s available and keeping us stocked better than others, especially when sup- plies are slim,” Montanarella said. “And we’re living proof of the saying that ‘He who pays his bills on time, gets the calls,’ meaning calls from distributors and makers rationing out small lots of products as fast as they can be manufactured or imported. When it comes down to deciding who is going to get today’s shipment, retailers with good, sound payment records are getting the goods.” Montanarella says the most in-demand products related to handgun sales are ammunition and spare magazines. “For them, you don’t even need a sales strategy — you just have to have some- Pro-Shot’s cleaning kits are highly recommended by Pat Montanarella at Pro Gun. thing to sell,” Montanarella said. Laser sights are always steady sellers, he said, with Glock owners preferring the internal guide rod laser from LaserMax, while most customers with 1911s and Smith & Wesson J-frames opt for Crimson Trace Lasergrips. Interest in the super-compact, rail-mountable Uni-Max laser from LaserMax is growing fast, and Pro Gun is starting to get in the powerful green laser model. Aftermarket sights are not a big draw at Pro Gun, but since installation is free for any sights purchased at the shop, sales are steady. The biggest sellers are night sights made by Trijicon, followed by the dual light-source, tritium-fiber optic T.F.O.s by TruGlo and sights by Meprolight. Sales of handgun cleaning supplies are led by Pro-Shot, and many of those sales are clinched through personal recommendation from Montanarella and other staff members. “They’ll last longer than I will. Even in tough times when supplies are tight, top-quality products and personal recommendations are what make sales,” Montanarella said. www.shootingindustry.com JUNE 2009 332009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=34http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=34Profits In The Ozarks F red Norwood has worked the sale counters of Ozark Sportsman Supply in Tontitown, Ark., for five years, and even that experience didn’t prepare him for the post-election onslaught of sales. But like Pro Gun Services in New York, Ozark Sportsman Supply gets deliveries when some others don’t simply because of their reputation. Norwood reported the mostwanted products were ammunition and full-capacity magazines, but supplies of both were extremely limited. “Smith & Wesson M&P pistols are very popular around here, but magazines are almost impossible to find,” Norwood said. Norwood says customers ask for night sights with almost every handgun purchase, and installation on the premises is a big plus. “AmeriGlo sights sell really well to M&P owners, and Glock owners buy a lot of Trijicons,” Norwood said. “In laser sights, Crimson Trace is our top seller — they’re always strong. In weapon- mounted lights, Streamlight’s TLR-1 is our best seller. It’s compact, incredibly tough and the price is right. It really is an It incorporates a Kydex shell with two flexible leather attachment tabs, and Norwood says it combines comfort with deep concealability. “When customers see how it makes the gun just disappear, they want it,” Norwood said. “And when they ask what I carry, I assure them, I carry the C-Tac.” Dominguez of The Stockade in California offered a final piece of advice to fellow dealers, gleaned from conversations with others across the country. “When a distributor has only two or 10 of something he used to ship 20 or 200 of, ‘It’s he who paid his bills on time who gets the calls.’” Now, where have we heard that before? 9 Final Words Of Wisdom Crimson Trace’s Lasergrips are the top-selling lasers at Ozark Sportsman Supply. excellent light.” Another bright point in sales was concealment holsters. Norwood said BLACKHAWK! CQC SERPA holsters are selling briskly to a wide range of customers, and for deeper concealment, he said, the inside-the-waistband CTac from Comp-Tac is a star in sales. HANDGUN ACCESSORIES See Reader Service, page 45, for a listing of handgun accessories manufacturers. 34 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=35http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=35Why Should These Folks Have All The Fun? July 24-25, 2009 • Hartford Gun Club, East Granby, Conn. “What a terrific event! This is singularly the best “The Masters is one of my favorite shooting industry event available and a testimony to events. It’sLine just plain fun. It’s Text got it Text First First Line Text First Line our cohesiveness and passion for the sports. Thank all: the camaraderie, the give and Text Text Text you (FMG) for all that you do — we are a better take, the friendly banter — it’s really industry because of your efforts and energy.” a great event.” Steve Sanetti, NSSF president “You (FMG) sure know how to throw a party. We’re impressed with the company you keep and we made a bunch of new friends and got back together with a bunch Company more old ones. SI DIGITAL Join Them and Us At The 2009 Competition! NOW SUPPOR TING Ron Coburn, Savage Arms CEO Phone # Susan Houde-Walter, LaserMax CEO Website Hot Link Company Phone # Website SI DIGITAL “This is a great event that allows those working in the industry to get together and support NSSF and a program important to all of us, the Step Outside Program.” Mike Fifer, Ruger CEO Company Phone # Website SI DIGITAL Hot Link Hot“You Link “The guys on our two teams are still talking about the event and asking about next year’s match.” Linda Powell, Remington senior PR manager (FMG) have, as usual, done a helluva job in the prep and delivery of the event. If there is more that Gunsite can do to ensure future successes, just let me know.” Buz Mills, Gunsite CEO “Once again, the Shooting Industry Masters “As always, thanks you for putting this event delivered an event that brought the industry together. Your team did a fantastic job. We chalText First Line Text First Line together to take a Text First Line break from competing in the lenge everyone in the shooting industry to step business realm and have some fun competing on Text Text Text outside and join in the fun.” the shotgun, rifle and pistol lines.” Randy E. Luth, DPMS/Panther Arms president Leland Nichols, S&W Senior VP For More Information, visit www.shootingindustry.com, or call Elizabeth O’Neill: Masters coordinator, at 1-800-537-3006, ext 279. Special Thanks To Our 2009 Sponsors Company Phone # Website Company Phone # Website Company Phone # Website SI DIGITAL SI DIGITAL SI DIGITAL Hot Link Hot Link Hot Link www.shootingindustry.com JUNE MAY 2009 352009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=36http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=36Increase range traffic. Convert beginners. Reactivate former participants. Turn first-time shooters into repeat customers. HIT ALL YOUR TARGETS. Host a First Shots event. The Shooting Industry Masters is a great way to have fun and support First Shots. The event offers friendly competition, friendly kidding and fantastic raffle prizes that raise money for a great cause. It’s just an unbeatable combination. I urge everyone in the industry to come out to the Shooting Industry Masters and look forward to seeing you there. —Steve Sanetti, president, NSSF Hosting a First Shots® seminar is the sure-fire way to drive traffic to your range. It introduces newcomers to the sport. It reactivates former participants. And it turns first-time shooters into loyal repeat customers. Simply put, host a First Shots event and everybody wins. The National Shooting Sports Foundation will make it as easy as possible, just visit www.firstshots.org/schedule or call 203-426-1320. You’ll receive a free Reference Guide and all the ammunition you need to drive more traffic.2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=37http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=37Shooting Industry Masters Industry Challenge CODE: VERSION: T-49 OutOfIdeas – SI Integrated Marketing, Advertising & Public Relations PREPARE FOR THE BARRAGE. www.bearemg.com • 805-371-7950 For more information on the Shooting Industry Masters, call 1-800-537-3006 ext. 279, or visit www.shootingindustry.com www.shootingindustry.com JUNE 2009 37 CLIENT: Bear EMG benchmade.com ©2009 Benchmade Knife Co. Oregon City, OR USA COLOR: 4C We’ve got the creative marketing, advertising & PR expertise to connect your brand with your target audience. Call before it’s too late! SIZE: Qtr Pg Running out of Ideas? Call the marketing experts at Bear! 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For more information on the Shooting Industry Masters, call 1-800-537-3006 ext. 279, or visit www.shootingindustry.com 09REM5093_Target_Loads_MC.indd 1 4/30/09 9:01:23 AM 40 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=41http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=41Masters_Challenge_Ad.tif @ 100% (CMYK/8) SERVI CE SELECTION RELIABILITY Your Shooting Sports Distributor! www.RSRGROUP.com New York Florida Nevada Texas Wisconsin 800.458.4867 800.541.4867 800.634.4867 800.752.4867 800.832.4867 SI_ad_2009_04.indd 1 3/17/09 3:09:27 PM Honored American Veterans Afield SureFire is proud to support HAVA (Honored American Veterans Afield), a non-profit organization dedicated to assisting the recovery of disabled veterans by reconnecting them with their love of the outdoors through shooting and hunting activities. To learn more about HAVA or to make a donation go to www.honoredveterans.org. For more information on the Shooting Industry Masters, call 1-800-537-3006 ext. 279, or visit www.shootingindustry.com www.shootingindustry.com JUNE 2009 412009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=42http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=42Shooting Industry Masters Industry Challenge For more information on the Shooting Industry Masters, call 1-800-537-3006 ext. 279, or visit www.shootingindustry.com 42 JUNE 2009 Read SI DIGITAL www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=43http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=43Text First Line See Your Product Here! If you are a manufacturer, importer, distributor or entrepreneur with a newsworthy, new or revised product available to dealers or distributors, let us know! Text Address all releases to: New Products Editor SHOOTING INDUSTRY MAGAZINE 12345 World Trade Dr. San Diego, CA 92128 SHOOTING INDUSTRY MAGAZINE www.shootingindustry.com Company We have Phone # room for about 80 words. Pictures should be color, if possible. Electronic images, Website transparencies and glossy prints are acceptable. FMG Publications Defensive Thinking DVD Text First Line New for 2009, firearms training expert Clint Smith, of Thunder Ranch training faText cility, teaches “Defensive Thinking: Logical Solutions for Home, Car and Carry.” This two-disc set includes Mental Preparation and Logic Lecture; Home Defense, including Locks, Lights, Guns and Brain Power; Vehicle Defense; and Concealed Carry Options, including guns, platforms and drawing techniques. Filmed at Thunder Ranch in Oregon, “Defensive Thinking” is full of tips, techniques and Clint’s personal observations about the tactics and gear that work best. Product releases are printed on a space-available SI DIGITAL basis at the discretion of the editorial staff. Hot Link American Tactical Imports GSG-5PK The GSG-5PK .22 pistol has a 4.52" barrel and weighs 5.2 lbs. The pistol features alloy frame construction, a magazine safety and click-adjustable target sight. The GSG-5PK is a remake of the HK MP5K-PDW (Personal Defense Weapon). American Tactical Imports 1-800-290-0065 www.americantactical.us SI DIGITAL FMG Publications 1-800-628-9818 Company Hot Link www.americanhandgunner.com Phone # Website SI DIGITAL Hot Link FMG Publications Salutes Our 2009 Shooting Industry Masters Sponsors THE #1 CHOICE FOR SELF DEFENSE • Reliable Feeding • Medium Penetration • Reduced Recoil • High Velocity Premier Products from Imitated But Never Equaled 605.347.4544 • 800.626.7266 • corbon.com Thank You For Stepping Up To Help The Step Outside Program! For more information on the Shooting Industry Masters, call 1-800-537-3006 ext. 279, or visit www.shootingindustry.com www.shootingindustry.com JUNE 2009 432009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=44http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=44Text First Line BUSINESS OPPORTUNITIES Consider all your employment options in the Shooting, Hunting, Knife, LE/Tactical & Outdoor Industry. Industry specific, key employee search firm. Candidate contact encouraged, confidential, free. All fees paid by employer. Shooting Search, Inc. 407-321-5822 www.shootingsearch.com. search@shootingsearch.com Classified ads are: $2.00 per word per insertion Hot Link with a 20-word minimum OR $1.50 per word per insertion for three or more issues with a 25-word minimum. No charge for CAPS. Bold words add $1.00 per word. Copy and rerun orders must be accompanied by PAYMENT IN ADVANCE. NO AGENCY OR CASH DISCOUNTS ON LISTING OR DISPLAY CLASSIFIED ADVERTISING. All ads must be received with advance payment BY NO LATER THAN THE 15th of each month. EXAMPLE: Closing for NOVEMBER 2008 issue is September 15th. Ads received after closing will appear in the following issue. Please type or print clearly. PLEASE NOTE: NO PROOFS WILL BE FURNISHED. Include name, address, post office box, city, state and zip code as counted words. Abbreviations count as one word each. Mail to SHOOTING SI DIGITAL INDUSTRY CLASSIFIEDS, 12345 World Trade Hot Link Dr, San Diego, California 92128. IF YOU HAVE ANY QUESTIONS REGARDING YOUR CLASSIFIED AD IN SHOOTING INDUSTRY MAGAZINE, CALL OUR SALES REPRESENTATIVE AT (858)605-0235. SI DIGITAL Text Innovative Technologies Digital Headspace Gauge Innovative Technologies’ Digital Headspace Gauge displays the exact measurement of chamber clearance (headspace). It works on all calibers from .22 Hornet to the .416 Remington Magnum. It aids in adjusting dies for a particular chamber or to duplicate factory ammunition. The patented tool provides for longer case life, improved accuracy and does not require other special tools or bushings. Remington Arms Co. Text FirstSeries Line Knives Heritage TextThe 2-Blade Razor and Congress are available with green jigged bone or laminated wood handles, 440 high-carbon stainless steel blades with a hollowground finish, nickel silver bolsters and thick brass liners. The folders have the Remington Arms crest stamped on the front bolster. The 2-Blade Razor features a razor and clip blade. Closed length is 3". The Congress folder features four blades (spey, sheepfoot, razor and pen). Closed length is 4". Innovative Technologies (407) 695-2685 www.larrywillis.com SI DIGITAL Remington Arms Co. Inc. Company 1-800-243-9700 Phone # www.remington.com Website SI DIGITAL Hot Link Hot Link Text First Line Text What if the person you need is not looking for a job? Key employee search firm for the shooting, hunting, knife, LE/tactical and outdoor industry. Employer paid fee. Candidate contact welcome, confidential, free. Safariland New Optics Line Safariland has introduced a new optics line of 11 scopes for law enforcement and recreational shooting, all featuring the Rapid Reticle aiming system. The optics include positive 1/4 MOA windage and elevation clicks on low-profile knobs with reset-to-zero Text First function, Line side-wheel focus, fast-focus eyepiece adjustment and multicoated lenses with the reticle in the first Text focal plane. Magnification options include 1-4x, 1.25-4x, 3-9x, 6x and 10x. Available in black anodized and anodized silver finishes and with multiple mounting solutions. Walker’s Game Ear Text First Line The Hybrid TextThe Hybrid, a 6-channel, behindthe-ear, open-fit hearing enhancement/ protection device, incorporates widedynamic, range-optimizing algorithms on a high-definition platform. It utilizes an integrated 16-band graphic equalizer and includes digital sound-activated compression and an ergonomic foam tip. The Hybrid has a 22 dB noise reduction rating and includes four listening modes. Safariland 1740 Lake Markham Rd. • Sanford, FL 32771 407-320-8177 (phone) • 407-320-8083 (fax) email: search@shootingsearch.com w w w. s h o o t i n g s e a r c h . c o m (904) 741-5600 www.safariland.com SI DIGITAL Walker’s Game Ear Company 1-877-269-82009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=45http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=45Companies ADVERTISERS ADCO Sales Inc. Advanced Technology International Aimpoint Brownells Columbia Marketing Tools Crimson Trace DPMS Davidson’s Inc. DKG Trading Inc. GunBroker.com Insight Tech Gear Joseph Chiarello & Co. Lewis Machine & Tool Lyman Products Mec-Gar USA Inc. Minox NC Manufacturing Pelican Products ProMag Industries Safariland Savage Arms Scherer Supplies Shooting Industry Masters Shooting Search SIG SAUER Sightron Inc. Smith & Wesson Sports South Springfield Armory Ten Point Crossbow Trijicon Weaver Page 30 6 47 29 33 10 5 24 19 12 19 29 21 9 32 11 30 15 28 13 2 5 35 44 25 34 1 3 48 17 26 7 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 Companies Laser Devices LaserLyte LaserMax Lone Wolf Distributors Lyman Products Mec-Gar USA Meprolight Millett Sights Milt Sparks Holsters Mitch Rosen MMC Sights Novak Sights Otis Outers Pachmayr Ltd. Pearce Grip Pelican Products ProMag Industries Pro-Shot Products Ranch Products Safariland Scherer SIG SAUER SKB Cases Smith & Wesson Springfield Armory Stack-On Safes Streamlight SureFire TAC-Force Trijicon Inc. Triple K TRUGLO Uncle Mike’s Wilderness Tactical Products Williams Gun Sight Wilson Combat XS Sight Systems Page 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 31 27 27 27 27 27 27 27 27 27 27 27 27 27 27 27 27 27 27 Companies Nation’s Best Sports Outdoor Business Network Outdoor Sports Marketing Center RSR Group Shooting Search Inc. Southwick Associates Sports South Page 27 27 27 27 27 27 27 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 22 43 43 44 44 44 44 OPTIC SALES HANDGUN ACCESSORIES Ajax Custom Grips AmeriGlo Beretta USA Bianchi Birchwood Casey BLACKHAWK! Blade-Tech Break-Free Brownells Browning B-Square Co. Butler Creek Chip McCormick Corp. Comp-Tac Crimson Trace Decal Grip DeSantis Holsters Eagle Grips Ed Brown Products FNH USA Fobus Holsters Galco International Glock Gould & Goodrich Gunslick HiViz HKS Hogue Grips Holsters Plus Hoppe’s Hunter Co. Insight Technology HIGH-TECH DEALER 3Point5.com AcuSport American Firearms Software ARS Business Solutions AuctionArms.com Business Control Systems Corp. CAM Commerce Solutions Camfour Inc. Careco Multimedia Inc. Celerant Technology Corp. Cervelle POS Software Davidson’s Electronic Data Payment Systems Ellett Brothers GunBroker.com GunsAmerica Lipsey’s NASGW ADCO Sales Aimpoint Alpen Outdoors Corp. Barska Brunton BSA Optics Inc. B-Square Co. Burris Co. Bushnell Outdoor Products Butler Creek Corp. Canon USA Carson Optical Center Point Precision Optics Conetrol Horus Vision Kahles Kowa Optimed Leica Leupold & Stevens Meopta Sports Optics Meprolight Millett Sights Minox USA Nikon Inc. Redfield USA Schmidt & Bender Sightron Simmons Outdoor Springfield Armory Steiner Sun Optics Swarovski Optik Tasco Trijicon Inc. U.S. Optics Vortex Optics Warne Manufacturing Weaver Yukon Advanced Optics Zeiss Sports Optics NEW PRODUCTS American Tactical Imports FMG Publications Innovative Technologies Remington Arms Co. Safariland Walker’s Game Ear To receive an advertiser’s catalog, see this page in our Web-based edition: SI Digital. Each of our advertisers’ listings on the Reader Service page is hot-linked to their Web site, providing a near-instant means of requesting information. Not yet a subscriber of SI Digital? Visit www.shootingindustry. com. Click on “FREE: Sign Up For Digital Subscription.” JUNE 2009 45 www.shootingindustry.com2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=46http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=46Russ Thurman Taking Care Of New Gun Buyers A mazingly, the industry continues report that “totally new customers” are the customer service. I then teach competence to set records in firearm sales. factor for continued record firearm sales. in the product.” The FBI reports that 1,225,980 The phenomenon presents a golden opporRohman also offers a number of background checks were conducted in tunity for the industry: The development of shooting leagues and programs to atApril, a 30.3-percent increase over tract new shooters of all ages. April 2008. From November 2008 He hosted a First Shots event through April 2009, the National Inin April. The result? Myths stant Criminal Background Check dispelled. Fears eased. Lots of System (NICS) conducted over 8 smiles. Targets to show off. And, million background investigations, new customers. a 29.4-percent increase for the same “The First Shots program absomonths of 2007 and 2008. lutely works,” Rohman said. “We While the November and Dehave participants already signed cember, perhaps even January, up for other training and to look at background checks can be attribguns to buy.” uted to “panic buying” following Randy Moldé, who heads November’s national election, the FMG’s promotion department, and continuation of the record-setting Shari LeGate, a SI senior contribsales go way beyond the “Obama uting editor, reported on the First Factor.” History shows that panic To view four videos of the First Shots event at Project 2000 Shots event at P2K. Four video buying normally lasts two, maybe Shooting Range, visit www.shootingindustry.com, or see one reports are available on www. three months. So what is driving of the videos in SI Digital. shootingindustry.com. One of the the unprecedented firearm sales? videos may be viewed on this page “New customers,” said Dennis Rohm- these new customers into return customers in SI Digital. an, general manager at Project 2000 (P2K) and devoted shooters. Dealers who can Dealers with ranges, or those who can Shooting Range in El Cajon, Calif. “These best do that are ones who understand how partner with range operators, should use are totally new people who are coming in to treat customers — new and old. the First Shots program as a key tool in to buy guns and use the range. Some may “Customer service is number one developing new customers during this have had a gun many years ago, but they here,” Rohman said. “If you don’t have unique upsurge in business. are really new customers, too.” that, you’re not going to be successful. I For more information on NSSF’s First Other dealers throughout the nation also hire salespeople who can provide great Shots program, visit www.firstshots.org. The Challenge Goes Out C ompanies that signed up early for this year’s Shooting Industry Masters are challenging you to step to the firing line in July — see pages 35 through 43. The three-gun competition, which now supports the First Shots program, will be held July 24 and 25 at the Hartford Gun Club in East Granby, Conn. We’ll also present the Shooting Industry Academy of Excellence on July 24 at a joint Academy/Masters reception at the Marriott Hartford/Windsor in Windsor, Conn. Congratulations to those making the Final Ballot for this year’s awards — see page 8. For all the details on the two events, visit www.shootingindustry.com, or call Elizabeth O’Neill, Academy/Masters coordinator, at 1-800-537-3006, ext. 279; e-mail: elizabeth@shootingindustry.com. alutes to the SIG SAUER Academy for offering Shipboard Security Operations courses. Conducted in partnership with the Castle Shipboard Security Program, the courses are designed for crewmembers and security officers of private and commercial vessels. The courses were announced shortly after the successful rescue of Captain Shane Murphy of the Maersk Alabama — thanks to the marksmanship of Navy SEALs. An extra large salute and Semper Fi to the SEALs! For more information on the SIG SAUER Academy, visit www.sigsaueracademy.co2009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=47http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=472009-05-29T00:53:57+02:00http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=48http://fmgpublications.ipaperus.com/FMGPublications/ShootingIndustry/Jun2009/?Page=482009-05-29T00:53:57+02:00