Getting them over the $1,000 mark — that’s the mental hurdle. From there, it’s not much of a jump to the $2,000 mark. Scott Ready, Owner Country Attic Treasures South Lebanon, Ohio with the cash to support your efforts. When Ready made the move, he focused first on high-end shotguns, capitalizing on a growing interest in sporting clays in his area. He targeted CEOs, attorneys, business owners and others with disposable income. He spends a lot of time at shooting clubs and charity events — great places to find customers willing to drop large sums on a gun. “You have to be patient. It’s word of mouth,” Ready advised. “You have to realize it’s going to take a few years to get there.” In pre-COVID days, Hartman boosted his customer base by participating in online forums and websites catering to 1911 collectors and enthusiasts. He also uses his inventory to help customers work their way up to the pricier guns. He sees it as a process. They might start with a GLOCK and then come across nicer options during research and comparisons. They start looking at 1911s. Maybe they’ll start with a Springfield Armory Range Officer and then move on to a Dan Wesson. “From there, it’s not much of a jump to the $2,000 mark,” Hartman said. “Getting them over the $1,000 mark — that’s the mental hurdle.” Competition shooters also offer a potential avenue. Centennial Gun Club has been a player in this niche for years. Wilson Combat, Nighthawk Custom and JP Enterprises all have appeal to people shooting USPSA, IDPA and various multi-gun competitions. Offerings from CZ Custom, however, are the most popular with Centennial’s customers. “CZ Custom just basically blows it out of the water,” Mizufuka informed. Included in the mix is the custom shop’s own AO1-LD and AO1-SD handguns, retailing for around $2,500 each. “These have been hotter than heck. We sell a ton of them,” he confirmed. Interestingly, these competition guns — including the Czechmate at $3,300 — also are popular with regular customers drawn to the better triggers and reliability improvements. “We sell more to noncompetition shooters than we do to competition shooters. It’s kind of weird,” Mizufuka revealed. MAKING THE SALE In the end, it may simply be a matter of demographics. Centennial has the advantage of being located on the outskirts of Denver in a city with a lot of high-income residents. Most of its upper-tier 1911 sales are to older customers. It’s the sort of clientele who can support a store with custom rifles by Gunwerks, a maker whose products start north of $10,000. They generally keep three or four in stock and sell as many as 10 a year, typically to hunters heading out on safaris or to precision-rifle enthusiasts. CZ A01-LD Nighthawk Custom Shadowhawk 38 Shooting Industry April 2021
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