The potency of LED bulbs — used singularly or in clusters for greater output — is typically measured in “lumens”, which is a measurement of brightness (note: the candela unit of measurement is also used, but less frequently). The language and understanding of lumens is very important in flashlight sales, as it helps you determine your customer’s needs. In some cases, brighter isn’t always better, so it’s important to know about lumens and their measurement. Evan Richardson, owner of The Gun Cellar in Moody, Ala., said, “Lumens are important to know because applications vary, so it’s essential to understand how to match the flashlight to your customer’s specific tasks.” Many manufacturers have portions of their websites devoted to educational material. For instance, on Streamlight’s Learning Center link, you’ll find topics such as “Flashlight Applications And Beam Educational Write-ups” on subjects like “Advanced Illumination” and “How To Choose Weaponlights.” This material can bring you, your sales staff and buyers up to speed on the latest flashlight technology at no cost to you. New for 2014, Cyclops added Duck Commander-branded products to its line of offerings. The 9WS Max4 Cam Spotlight features 3-watt Cree Hi-Power LEDs for long-range illumination. Add Options To Meet Customers’ Needs Flashlights perform a myriad of duties and most consumers need more than one. Whether your customer is an outdoorsman, L.E./tactical user or a member of the military there’s a good chance they use more than one flashlight — such as a large unit for general work or nighttime trailblazing and a small one for close-up work in tight spots. There are other functions flashlights perform directly connected to the use of firearms, which will be discussed later. Consider this basic multi-use principle when stocking your store. Today’s customer is spoiled by finish choices and fortunately there are many to choose from in flashlights. For the hunter, there are flashlights in Mossy Oak, Realtree and other assorted looks. In popular military colors, you’ll find Olive Drab and Desert Tan. And for the tactical customer, basic silver and black fit the bill. This is great news for the retailer. You can literally tailor your stock to your customer base. “Customers are unpredictable — besides having needs, there are aesthetics to consider. This is why it’s so important to stock a wide range of lights,” Richardson said. The size range in handheld flashlights is nothing short of astounding — from stash-anywhere, small palm-sized models to heavy-duty monsters capable of serving as weapons. Because users typically buy more than one size of flashlight, vary your stock accordingly. The same goes for price range. Buyers are unpredictable in the value they hold for any given product, so it’s a good idea to cover all budgets. A little education goes a long way when making a flashlight sale. You and your sales force need to be up-to-speed on LEDs. Many flashlights can serve double-duty with firearm mounting. A wide variety of mounting systems are available — opening up an additional profit center for your store. The most common are mounts for rifles and shotguns, some which mount on barrels and others on the stock. There are also mounts for securing lights to Weaver and Picatinny rails. When you add these to your inventory, make sure you have compatible flashlights of the proper dimensions so you can offer the whole package. It doesn’t do any good to have mismatched lights and mounts in inventory. Unlike long guns, modern polymer handguns tend to have dedicated flashlight systems made specifically for mounting to their frames. Most are now being designed with a rail on the underside of the barrel housing in front of the triggerguard. “Typically these handguns have a Picatinny mount, which can accept a variety of manufacturers’ lighting systems. Streamlight and SureFire both make excellent lighting systems for this purpose,” Richardson said. SureFire offers a range of options in its product line — from weapon-mounted lights for handguns and long guns to handheld lights, wrist lights and headlamps. www.shootingindustry.com AUGUST 2014 37
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