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Shooting Industry October 2012 - Page 22
Defense Personal Defense Market Grip On Safety — Show ’Em How To Work ’Em Massad Ayoob ecently, I was hanging out at one how to work ’em,” he said. Randall, shooting from the hip or awkof my favorite gun shops, the Sand While not a revolutionary sales tip, wardly extending the gun out in front Burr Gun Ranch. Founded by Den- dealers often assume the consumer knows of them. The secret, Denny says, is simny Reichard and run by his daughter, Ash- how to “work ’em.” Demonstrating the ple: run it like a rifle. It may feel a little ley Gibbons, the shop is located in Roch- proper gun-handling techniques to a cus- cramped to get that short buttstock up ester, Ind. Famous for his custom work on tomer can enhance the satisfaction they to the shoulder, but with the gun braced Smith & Wesson revolvers, Denny gets a gain in knowing they’re purchasing the against the shoulder, work the lever raplot of traditionalist customers. I asked him right firearm. Plus, it creates repeat clien- idly from the shoulder, much like shooting what was his best seller. tele. a conventional lever-action rifle. “Mare’s Legs! Can’t get ’em fast For the Mare’s Legs, most users try to I discovered the same shooting method enough. They’re the single fastest-selling mimic Steve McQueen’s character, Josh years ago with “AR-15 pistols,” which, category of guns in the shop at the time, struck me as the this year,” he said. most useless devices imaginWhile not a traditional able. The narrow contact surpersonal-defense firearm, it’s face of an AR pistol against interesting to learn what’s the shoulder is a bit uncomselling, since it may help fortable, but it’s much more another dealer move a prodstable, faster and more acuct he isn’t carrying. These curate than extending those Mare’s Legs are lever-action guns out away from the body, carbine receivers, stubbed in my experience. off at the stock near the lever There are other situations loop and at the muzzle end. where showing your customThey’re manufactured and ers how to run an unusual sold as pistols. They harken gun can clinch a sale. And back to the TV Western of it’s just as important that all the ’50s, “Wanted Dead or your customers know how to Alive.” effectively operate a convenDenny also shared the Showing customers the proper gun-handling techniques will help keep them tional firearm, especially if real secret to doubling sales safe, and enhance the satisfaction they gain in knowing they’re purchasing it happens to be new to that of these guns: “Show ’em the right firearm. particular customer. R Show Your Customers The Proper Grip ears ago, I was on the range when a fellow I knew to be a Class A competitor in the International Practical Shooting Confederation tried out a pistol-grip-only (PGO) pump shotgun. It turned out that though he was a wizard with his Custom Colt 1911 .45, the competitor had never fired such a shotgun. He fired from the hip and missed the silhouette target only a few steps away. Frustrated, he raised the gun to about rib-cage level. Another miss. Frowning, he raised the gun to eye level, close to his face, and before any of us could stop him, pulled the trigger. The back of the gun hit him in the mouth. We saw blood. We saw tooth fragments. Now, suppose he had purchased the gun, and the seller had neglected to show him how to safely hold it. Would he have been able to find a lawyer to write up a lawsuit? Well, do bears go potty in the woods? We’ve all seen those idiotic home videos on YouTube showing some ignorant newbie who hurts himself by holding a firearm wrong. Or worse, when some cretin hands a .44 Magnum, a 12 gauge or a .338 Magnum rifle to some trusting lady, allows her to 22 OCTOBER 2012 Y hold it wrong, and laughs when the recoil smashes her in the face. Do any of us want to be responsible for that? I don’t think so. Popular gripping techniques don’t work with all firearms. Note the thumbs beyond the muzzle and the thumb next to revolver’s barrel/ cylinder gap. Continued on page 24 Subscribe to SI DIGITAL www.shootingindustry.com