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. Mobile, Ala., this topic came up. “When Katrina hit the Gulf Coast, we just about sold out of firearms,” McCoy told me, in his pleasantly laid out store. “People realized it was going to be tough and that they were on their own, as far as protection.” Then, sometimes, it’s just the realization that the real world simply isn’t as safe and ideal as brie-andchablis consuming educators might want their students to believe. People out on their own realize they are responsible for their own protection and for that of their children. That’s what continues to drive many sales at Larry’s Gun Shop. “Kel-Tec and Hi-Point firearms are probably tied for first place in sales here and we sell a lot of low price-point Cobra Arms handguns, too,” McCoy said. “The economy of the area is depressed. Lots of our customers are minority women and single mothers.” have, but is hesitant to ask. Nothing in any of them will encourage a suicidal person to kill himself, but all of them will reassure the reader that a normally cautious and prudent citizen can keep and even carry a firearm, and come out ahead in the balance of safety versus danger. If your shop does not offer firearms safety and concealed carry/home defense courses, have referrals handy for local instructors who do. A good basic class will do a fine job of dispelling unreasonable fears about firearm ownership. It will take the fence sitters off the fence and put most of them down solidly on the side of becoming responsible firearm owners. The few students who are not competent or emotionally suited to gun ownership are better off finding it out safely in class — and you don’t want those people to buy guns from you anyway. An introductory firearms program that is having great success in introducing newcomers to shooting is First Shots, of the National Shooting Sports Foundation. To find out about the First Shots seminars, how to host a seminar and to learn the ranges the program is partnered with, visit www.firstshots.org. This is also a great site to refer reluctant customers to, where they can view perspectives on shooting and see other newcomers taking those First Shots. Circle No. 214 on Inquiry Card Don’t Rush The Sale I n American idiom, making an important decision or taking an important step is often called “taking the plunge.” Think of the reluctant customer as a non-swimmer dipping a toe in the water to see if it’s too cold or if they can feel an undertow. If some wellmeaning person just shoves that reluctant swimmer into the water or picks them up and throws them into the surf, well, they may quickly find themselves in over their heads. Take your time. Educate the reluctant customer about the waters they’re about to swim in. Arrange for them to learn on their own how to navigate those waters and stay afloat, and help them realize that those waters aren’t as icy, as treacherous, as sharkinfested as they’ve been falsely told. Make the “plunge” a smooth, careful, step-by-step immersion. Soon they’ll be treading water and then swimming safely, proud that they’ve had the courage to realistically conquer their fear, and become a better and safer person for it — thanks to you. 9 www.shootingindustry.com AUGUST 2008 15