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. John Morrison ENERGIZE! ENERGIZE ! Pros Share Their High-Tech Sales Techniques F irearms dealers tend to be mechanically minded rather than electronically oriented, and that’s not a bad thing. Having a knack for explaining the difference between a trigger-blocking safety and a hammer-blocking safety, for example, has more value to your core business than knowledge of circuitry and wireless signals. But having an aversion to anything that contains a microchip and an XMIT button can cut you out of a potential pile of profits. Technology — particularly in electronic form — is rapidly increasing its presence in law enforcement, hunting and outdoor sports. A quick survey of price- points and margins makes it clear those microchips and XMIT buttons can really bring in the bucks — if you know how to display and sell them. Shooting Industry consulted a couple of pros and got the message that you don’t have to be an expert to cash in on high tech. Starting small and keeping it simple are the keys. Robbie Barrkman This M&P Model 327 TRR8 is outfitted with Aimpoint’s T-1 Red Dot sight, Crimson Trace’s Lasergrips and SureFire’s X300 Weaponlight. 34 SEPTEMBER 2008 www.shootingindustry.com