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Shooting Industry October 2011 Digital Edition - Page 37

H Your Broaden By J.K. Autry The Right Selection, A Sharp Crew & Promotions Are Vital andguns remain a hot commodity in the market, as more Americans focus on personal to protect themselves HANDGUN PROFITS and their families. As a dealer, it’s crucial to take advantage of the continuing strong sales in handguns to maximize your profits. Masters says it’s also vital to never underestimate the importance of selling accessories to complement the handgun purchase. “We try to do a lot of packaging of guns here, and bundling different products,” Masters said. “We run a lot of different specials for handguns to try to get more out the door.” For example, Masters bundles a Ruger LCP, a Crimson Trace Lasergrip and a BLACKHAWK! pocket holster together, sometimes giving an additional discount on ammunition. “Ammunition is our largest margin, so we can give up a buck or two,” Masters said. “In some cases, we even package handguns with GunVaults.” These tactics help defense Cory Masters, owner of Lotus Gun Works, a fast-growing firearms dealer in Louisville, Ky., has been in the business for only a year and a half, but he’s already gained an appreciation for the importance of handgun sales. “Our personal defense sales by far outweigh every other part of our business,” Masters said. “Our AR sales for recreational use are going pretty well, but handguns for personal defense are by far the top sellers.” The Ruger LCP and Smith & Wesson Bodyguard hold the top spots as Masters’ best sellers. He also offers handguns from Bersa, Ed Brown, FNH-USA, Glock, HK, Kahr, Springfield Armory, Taurus, Wilson Combat and others. While it’s critical to stock the most popular guns in the market, Masters believes it’s also important to have the right person selling the inventory. “We believe the personality of our employees is the most critical thing,” Masters said. “It’s the person behind the counter who’s actually selling the gun, asking the questions and finding out what the customer is looking for.” Create Bundles Ruger focuses on personal protection in this LCR ad, emphasizing the revolver’s “uniquely smooth trigger and highly manageable recoil.” OCTOBER 2011 37

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