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. Massad Ayoob Help Customers Purchase Firearms As Gifts he holiday season is the time of year Gift Certificates or she wants. There are gift-buyers who think guns when the words “give the gift that For customers who aren’t enthusiaskeeps on giving” constantly ring in are just horrible, but will grudgingly buy tic supporters of gun ownership — and the festive air. One such gift, of course, is one as a present for the nephew graduat- even those who are, but are not sure what one for self-defense. It may firearm to purchase — gift never be used for proteccertificates are a great option, but the peace of mind tion. Be sure to advertise it gives is constant and lasts the fact that they can be a lifetime. had at your shop. Folks Such a theme is one you who aren’t knowledgeable can use in your Christmas about firearms, and those advertising: “Give the gift of who have qualms about personal safety,” “The gift buying one, will be much of peace of mind,” “The gift less averse to purchasing of personal protection.” a piece of paper that fits Top-quality firearms have nicely inside a Christmas always been cherished gifts. gift card. Like jewelry, they are works Gift certificates have of craftsmen’s art and they other advantages. How last indefinitely. For centumany times has someone ries, American presidents come back to your shop have given firearms as diplowith a new gun and a rematic gifts to foreign heads ceipt and confessed, with of state. Are your custom- Gift certificates ensure the perfect firearm is purchased. They are easy to some chagrin, that the ers and the people they care produce and easy to sell. wrong gun was purchased? about any less important? Gift certificates prevent And, while Yuletide isn’t the only time ing from the police academy, the young this neatly. The recipient gets exactly of year for presents, it’s the most intense. student who wants to join the junior rifle what he or she wants: no muss, no fuss, Catering to the gift-giving portion of your team, or a loved one who has told the gift- no hassle, no restocking paperwork or retrade can enhance your profits year round. giver that a particular firearm is what he stocking fee. T Offer Personalized Gifts ou can also take the gift certificate to another level. Consider a program where your customers can “register” for the guns and accessories they would most like to receive. Think Christmas, anniversaries, Father’s and Mother’s Days and birthdays. Display a sign and place a notice on your Web site that explains the advantages of gift registration. 1. The recipient gets exactly what he wants. 2. There is no duplication of gifts. 3. It is super-convenient for the gift giver. 4. It allows a non-gun person who wants to buy something appropriate for a shooter to avoid going to that scary old gun shop; instead, they purchase painlessly with a phone call, or a few computer keystrokes and a credit card. Personalization makes the gift of a firearm particularly memorable. The Colt Custom Shop, the Smith & Wesson Performance Center and many others can not only personalize firearms, but also arrange for fancier engraving. Some companies will even, with sufficient advance notice, produce a gun for your customer with a personalized serial number. My collection includes a North American Arms pocket pis16 NOVEMBER 2008 Y Personalized engraving gives gifts a special touch. Springfield’s Custom Shop personalized this 1911, with quick delivery. tol, a Seecamp .32 and a Dan Wesson .357 revolver that all have the same serial number, based on my initials: “MFA-1.” Do I cherish those firearms? You bet, and so will the recipient Read SI DIGITAL www.shootingindustry.com