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. Lisa Parsons-Wraith Diverse Product Line Delivers Customers irearms are the basis for your busi- said it is profitable for her to carry these ness, but the real moneymakers can types of items because “people want to be outdoor-related items that pro- shop and the margins are many times more vide a steady flow of customers. than a gun’s margins.” For instance, the profit margin on guns Benning has made it very clear, though, is relatively low compared to accessories that The Sharp Shooter is a full-service and clothing, which have a much higher gun store — and there are plenty of serious markup and turnover. Accessories, jewelry and gift items may seem like too much bother for some dealers, but as one woman store owner in Texas has discovered, selling more than firearms leads to greater profits. “As a woman-owned business, we have a very woman-friendly store. We carry a large variety of women’s clothing, shooting gear and accessories,” said Debby Benning, president of The Sharp Shooter in Corpus Christi. The Sharp Shooter has a strong female customer base and Benning gives the look of the store a The Sharp Shooter in Corpus Christi, great deal of credit for this. Texas, carries outdoor-themed items “When women walk through and purse holsters, in addition to the door, I am told how surprised their lineup of guns. they are by the decor,” Benning said. “It doesn’t look like a typical gun shop — it’s very clean, with a nice hunting and shooting items for women, as seating area and plenty of things women well. She said she does a brisk self-defense are interested in looking at.” firearm business, and the top-selling guns Her inventory includes outdoor-themed in her store are the Glock 19, Bersa .380 items such as wallets, jewelry, picture and the S&W 642 LadySmith .38 Special. frames, statues and other gift items. She “We try to steer women to guns that are F an appropriate size and caliber,” Benning said. “All of my guys treat women who walk through the door like they know just as much about guns and shooting as any man walking in, until told otherwise. Then they ask what they need and how we can best help them. We love to share knowledge and help women who have had some bad experiences to feel more confident in protecting themselves and their families, if need be.” This helpful, non-condescending attitude is one of the attributes Benning says has led to her store’s popularity with women. The Sharp Shooter includes a shooting range and Benning offers basic handgun classes and concealed carry renewal classes. The store carries concealment purses for women to purchase after taking the CCW class. “Roma has the best price on purses,” Benning said. “Galco has the nicest ones, but the price limits the market for them.” According to Benning, the reason The Sharp Shooter is so committed to the women’s market is because women “are the only real growing segment of the market. Women are my growing base.” he Sharp Shooter shows its commitment to women in the shooting sports in numerous ways. “We support our community by providing a Ladies’ Day every Tuesday,” Benning said. “We offer half-price shooting, a free one-on-one lesson and free gun rental.” This is a great introductory offer for first-time shooters. It lets them familiarize themselves with a gun before they buy. Benning is also a part of a local Junior League show every year that allows her to highlight some of the more unique items The Sharp Shooter stocks. She said she likes to bring unexpected 18 AUGUST 2008 T Increase Your Community Presence “Women are the only real growing segment of the market. Women are my growing base.” items to the show and people are always surprised at the diverse merchandise she carries. “We reach a lot of new people that way,” Benning said. This strategy allows Benning to show that her store is accessible to all women and is an outstanding way to increase her presence in the community. Advertising is also a part of The Sharp Shooter’s community outreach. Benning said they are heavily invested in radio and print media, but that she also runs a TV commercial targeted towards women. However, wordof-mouth is by far her most effective means of reaching women. She credits her staff’s helpful attitude towards women with bringing in new customers www.shootingindustry.com