Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. Lisa Parsons-Wraith Turn Your Gun Store Into A Five-Star Operation he gun industry has had its share host of several TV shows; and renowned Later, the column expresses Gresham’s of ups and downs when it comes to firearms expert, knows what the heck he’s attitude towards gun stores. “Tom said the public image. Non-shooters like to talking about.” worst place to get advice is a gun store. brand every gun owner a “gun Gun stores are the bastion nut.” The response to this is of myth, misconception shooting enthusiasts banding and just flat-out wrong together and explaining a few information. Plus, you’ll bad seeds are not representalikely either run into ‘Mr. tive of the shooting commuCondescending’ or ‘Mr. nity as a whole. Testosterone,’ who will Knowing this, I was a little insist you can’t do withsurprised to read a statement out a .44 Magnum, even attributed to Tom Gresham, though he can clearly see host of the radio show “Gun you bear no resemblance to Talk,” in the Women’s OutClint Eastwood’s character door Wire, an online newslet‘Dirty’ Harry Callahan.” ter, under the title “Hints for Ouch! And that’s from Handgun Shoppers.” someone who is a staunch The column begins by ofsupporter of the shooting fering Gresham’s credentials: sports. Clearly, when it “And Tom, with 35 years as The NSSF’s National Association of Shooting Ranges “Five-Star Rating” comes to selling guns to a magazine writer, editor and checklist gave Milford Hills Hunt Club a new understanding of how to better women, gun shops have an photographer; producer and serve women. image problem. T A Guide To Improving Business T o change that misconception, you need to take a good look at your retail facility, staff and shooting range. One of the easiest ways to figure out what part of your operation needs work is to take advantage of the National Shooting Sports Foundation’s National Association of Shooting Ranges (NASR) “Five-Star Rating System.” Whether your facility has a shooting range or not, NASR’s rating system is an invaluable tool for establishing standards your facility should aspire to. “The rating system is based on our vision of a well-managed, customer-oriented facility that is a strong competitor in the recreation marketplace,” says the NASR. The rating system is available online, and allows firearm facilities to self-evaluate their operations in six categories: appearance, management, member/customer focus, member/customer development, community relations and amenities. Milford Hills Hunt Club, in Johnson Creek, Wis., is owned by two brothers, Dan and Lloyd Marks. According to Dan Marks, when they first viewed the checklist provided by NASR for a Five-Star Rating, the brothers saw it as a guide to improving their business. “It opened our eyes to things we weren’t looking at or focusing on,” Marks said. “We didn’t apply for the rating for almost a year because we took our time to improve and make sure we could earn the rating.” One of the areas Marks focused on immediately after viewing the checklist was community involvement. “We were so focused on our club and what was going on there, MARCH 2009 we weren’t reaching out to the community,” he said. “We thought everyone knew what we did.” Milford Hills is in the middle of three major cities, so the Markses joined all three chambers of commerce. “The feedback was incredible,” said Marks. “A lot of people didn’t even know we were here. It was kind of scary and kind of good to hear that.” Marks continued Milford Hills’ community outreach by speaking at rotary clubs, increasing youth involvement and starting a The Five-Star Rating checklist led Milford Hills to begin offering youth and ladies model shotguns as rental guns. 22 Read SI DIGITAL www.shootingindustry.com