The new Mossberg Model 535 ATS Turkey/Deer Combo is a 12-gauge, with 22-inch Turkey and 24-inch Slugster barrels. Visit www.shootingindustry.com/mossberg. “Several years ago I started tracking guns I sold, and then based my buying off that,” he said. “It never worked out right. For instance, I would sell 20 or 30 Ruger 10-22s one year, order 30 for the next year, and only sell 10 of them. With ammo, it seems like we can buy anything and it will sell, but guns do not work that way.” Ahlman is cautious with new guns. “With proven sellers such as the Remington 870 or the Ruger 10-22, it’s all right if I overbuy, because eventually they’re going to sell,” he said. “But for something really new and different, I buy one and wait until I sell it to get another one. I still do some speculation on guns, but I hold back on areas I’m not sure about.” Darrell Crouch, a buyer for Herb Bauer Sporting Goods in Fresno, Calif., says retailers need to plan carefully to have what customers want. “I go by what my customers asked for during previous seasons,” Crouch said. “I It Comes Down To Convenience also rely very heavily on knowing what items our customers ask other staff members about. You need to have the newest products, and you need to have them at a good price.” The combination of current products and good pricing will encourage customers to come into the store, Crouch says, rather than ordering online. “Internet competition is fierce,” he said. “But customers like to get firsthand product information from a knowledgeable salesperson. Then, if they have a problem, they can come back to you to talk about that problem.” Crouch finds most customers are willing to pay a little more for handson service. “I haven’t had to exactly match the prices I see with our main competitors online,” Crouch said. “It comes down to convenience. When you go into a local retailer, you can handle the product, and see if it’s going to work for you right there.” With new products, Crouch waits to see how customers are going to react before he jumps in deeply. Typically, he waits until customers start asking about a product before he orders it. “We try to keep a broad spectrum of product in the store,” he said. “That way, we can take care of somebody just starting out, all the way through the most demanding customer who’s getting ready to travel abroad to go hunting.” When it comes to selling camo and clothing, Herb Bauer Sports uses halfmannequin displays to help increase sales. “If we put clothing or backpacks on sale, we put them on the mannequins,” Crouch said. “That way, customers can see how they look. If it’s a backpack, we stuff it out so customers can tell what it looks like when it’s in use.” Eric Hickey, Big Rock Sports vice president of sales, shooting sports, says retailers need to look at two aspects of selling to make the most of the season: general Plan For Mid-Season Changes Mike Ahlman, gun manager at Ahlman’s in Morristown, Minn., stocks up early with ammunition and other key products. www.shootingindustry.com AUGUST 2011 25
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