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. KNIFE SHARPEN I f the ever-narrowing margin on handguns gets you down, and the seasonal slump in deer rifles makes you sour, it’s time to pull out the price sheet on your best-selling knives and do some serious pondering. If you don’t see several profit margins on knives in the $150 to $200 price range — which equal or exceed your margin on $650 pistols — then maybe you’re stocking the wrong knives. If you do see those hefty margins, but you’re not pulling customers in like hungry fish, maybe your sales strategy needs to be rethought. Go to a full-line cutlery store and check out their hottest sellers. Look especially at the models displayed up front at eye level, which offer no discounts or sales specials. Usually this is because they don’t have to — those knives sell briskly at full price. Also look for models you carry. If their price is significantly lower than yours, this could explain the knives’ failure to fly off your shelves. First, do a “dust check.” Generally, if a knife has been on visible, out-of-the-box display for three to six months, you can attribute that dust-gathering status to one of three reasons. By John Morrison YOUR YOUR Put A A Fine Fine Edge Edge On On Your Your Marketing Marketing Strategy! Strategy! Put KNIFE SALES SALES If, for example, you have Remington-logo knives two aisles away from your Remington firearms, your brand-loyal customers may not see your Remington cutlery to make that all-important connection. Mix those knives in with the guns and see them sell! Check your display lighting, too — even the most attractive knives can be overlooked if you don’t “spotlight” them brightly enough. Move lower-end knife displays to high-traffic, end-cap posi- Out With The Losers 2. Placement is poor and your display is a dud. New for 2009, Leatherman’s Expanse is available in 2.6" and 3.1" blade lengths. Be aware that a knife, which appeals to you, may have no appeal at all to your customers. 1. The knife simply doesn’t fit your customers’ needs or tastes. tions, and place higher-end “gift knife” displays at your point-of-sale, where you can direct customers’ attention to them with: “Can I show you this new knife we just got in? It’s a beauty, and a real bargain!” If you aren’t enthusiastic about the knives you carry — their features, utility or 3. Maybe you’re just not “talking them up.” Remington’s F.A.S.T. Knives are now available in Mossy Oak Blaze Orange for 2009. www.shootingindustry.com MARCH 2009 39