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. this light going to do for me?” Cambo offers the answer, comparing an L.E. customer’s old four D-cell incandescent flashlight with Streamlight’s new Stinger DS LED. “It’s going to make your job safer, easier, with less trouble over the short term, and more cost-effective over the long term,” Cambo said. “Safer, because the LED won’t break and fail in a critical incident; easier, because the dual switches allow use as a conventional flashlight or coordinated with a handgun; less trouble, both because functions are intuitive and quick to master, and you won’t be dumping and replacing batteries constantly; and cost-effective, due to savings on batteries. And, it’s built to last a lifetime.” Most of Lou’s light-buying customers are police officers, and citizen-buyers want the The Liberator from First-Light is a “hands-free, same gear cops depend on. hand-held” light, which allows use of both hands while “Streamlight’s reputation in operating the device. the L.E. community makes selling them easy,” he said. then answer it,” advises Eddie Cambo Cambo displays lights to create a highof Lou’s Gunshop & Police Supply in value impression, which translates into Hialeah, Fla. customer-perceived value. The all-important question: “What is “Sales of lights can become a signifi- cant percentage of overall sales,” Cambo said. “Display them properly, answer the unasked questions and be quick getting products into your customers’ hands.” “Fifteen years ago, we carried several lines of flashlights,” said Joe Dominguez, manager of The Stockade in Westminster, Calif. “Now we sell only SureFire — thousands of them. The decision to go exclusively with SureFire wasn’t a snap decision, Dominquez said. “Over those years, other brands were dropped and SureFire emerged as the winner,” Dominguez said. “With top-quality models ranging in price from $40 to several hundred dollars, SureFire delivers everything we need.” How does offering only one line go over with buyers? “Seventy percent of our customers have done their homework and know what they want. They’ll say something like, ‘I want an E2D Executive Defender and I want to look at the new Backup.’” For the other 30 percent who might balk at spending $100 on a small flashlight, Dominguez uses The Earthquake Analogy. “When you most need an absolutely rugged, reliable weatherproof light, for example, after an earthquake, just how The Earthquake Analogy Switch On Your Profits Loyalty, Brand Equity And Promising Newcomers T he value of “logo loyalty” is proven in sales. Among gun makers, Smith & Wesson is one of several who market their own line of flashlights. Adding a light sale to a gun purchase can be as simple as showing the logo to a diehard Smith & Wesson fan. Visit www.smith-wesson.com. Leupold’s distinctive “Golden Ring” has tremendous brand equity. The precision optics maker has introduced a unique line of flashlights — the MX Modular series. Offering several different sizes and types of bodies, lens heads and bezels, and tail-cap switches, buyers can build their own light, or purchase a preconfigured model and make changes later. Visit www. leupold.com. If you’re already a BLACKHAWK! Authorized Dealer, you can mix and add any quantity of their flashlights AUGUST 2008 to your regular Warrior Wear, Tactical Gear, Hydra-Storm and other orders without worrying about minimum lot requirements. BLACKHAWK! offers 19 different flashlights, plus the Xiphos NT weapon-mount light. Visit www. blackhawk.com. Insight Tech Gear offers five flashlights built to their exacting standards. Two models in great demand by the tactical and consumer markets are the H2X Typhoon 2 and the H2X Arcturus. Visit www.insighttechgear.com. A unique multi-role product leads Safariland’s entry into the light market: the RLS Rapid Light System. The compact, lightweight 65-lumen flashlight is From Insight Tech Gear, the H2X Arcturus is a high-intensity LED, with multiple operating modes. www.shootingindustry.com 32