SELLING TO F inding good firearm-related and outdoor products for women has been an ongoing challenge for me. If it’s difficult for me — a woman and longtime shooter — it must be very difficult for you, the dealer. It’s not only finding the product, but also justifying the shelf space, carrying the extra inventory and finally taking the time to learn about why those products will sell to women. That’s a lot of work. Is it worth it? Women outnumber men by 4.6 million, according to the latest U.S. Census Bureau survey. More than 17 million women participate in the shooting sports. Current research shows 72 percent more women hunt with a firearm today than five years ago and 50 percent more women are now target shooting. Women account for over 15 percent of the shooting, hunting and firearms marketplace and have more recreational choices then previous generations. And, they have more spending power. Is it worth it? Absolutely! So, how do you tap into that? You sell women, like you do your men customers, what they’re looking for. And what exactly are they looking for? It’s simple, really. They’re looking for products that work for them. Do women’s products really differ that much from men’s? Of course they do. Not only are women physically different than men, their view of merchandise is different. Is it functional for them? Is it comfortable? What’s the intimidation factor? When it comes to women-specific By Shari LeGate Women Are Looking To Buy Firearms And Outdoor Products. Are You Ready To Make The Sales? products, there isn’t a tremendous amount available, and honestly, some of the products are just gimmicks. However, there are products that are relevant for women, ones that meet their requirements and should be prominently displayed in every retailer’s store. Having been in the outdoors for most of my life, I’ve used a lot of products. Here are a few key one that I — and the women I’ve talked with, hunted with and shot with — have used. These products work. Personal protection is an important issue for women, but many women are hesitant when it comes to actually shooting someone in self-defense. Kimber’s Guardian Angel Pepper Blaster is a lesslethal self-defense tool, giving women an alternative. Rendering a threat harmless at up to a distance of 13 feet, the Pepper Blaster is small and light. Weighing only 4.2 ounces fully charged, it’s 4.3 inches long and can easily be carried in a pocket or purse. This is an easy choice for any woman who has yet to make the decision about personal defense. Kimber has a similar product to the Pepper Blaster in a firearm design, which can be viewed on their Web site at www.kimberamerica. com. Kimber’s less-lethal Guardian Angel Pepper Blaster offers women another choice for personal protection. WOMEN Kimber’s Guardian Angel Being built differently than a man really does affect how women choose their firearms. When it comes to making products for women, Smith & Wesson is a frontrunner. The Lady Smith is a classic example. Very user friendly, it was one of the first handguns I owned. The gun was designed for women. The action was made smoother and the trigger easier to pull, without comprising the performance of the gun. For the first-time purchaser, the Lady Smith is at the top of the list. A product doesn’t have to be designed for women to fall into the category of being a smart item to offer women. Smith & Wesson’s Model 60 .357, in the smallframe J Series, serves a dual purpose for women. With a 3" barrel and mediumto-small grip, it can be used for not only self-defense, but after switching the ammunition to 38 Special, for greater recoil control, it can be used for practice and target shooting. I’m not a fan of pink guns, and have steered away from them; however, women love them. There are several such models available in Smith’s J Series line with pink grips. All are designed for the small- Smith & Wesson The S&W M&P JG is designed by champion shooter Julie Goloski and shoots like a champion. 86 Read SI DIGITAL www.shootingindustry.com • SHOT SHOW EXTRA SUPER ISSUE 2009
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