Retailing for over $11,000 with the options shown, the Gunwerks Magnus in 6.5 Creedmoor caters to a small, but motivated niche. “The people who buy them know exactly what they want. They don’t ask questions. It’s a pretty easy sale,” says Sales Manager Joey Mizufuka. “It’s a pretty small niche,” Mizufuka said. “The people who do buy them know exactly what they want. They don’t ask questions. It’s a pretty easy sale.” Generally, it takes much more to make these sales than simply having the firearm on the shelf. “You have to have the knowledge, the reputation and the facility to attract the dollars that will buy these kinds of guns,” said Ready in Ohio. “This isn’t a business you’ll do well in by putting an ad in the paper to hire a sales associate. They need expertise.” His own shop features an upscale room with leather chairs and a fireplace to offer a more intimate setting for these buyers. This is the place where customers can put their hands on Blasers and Caesar Guerinis — shotguns that can top the $10,000 mark. Most of the upper-end sales take place in the $4,000–$5,000 range, but having guns priced even higher will help with those sales further down the money scale. “It establishes your credibility,” Ready asserted. “When someone picks up a $10,000 shotgun, they know you can take care of their needs.” SI What high-end movers do you have at your store? Let the SI team know! comments@ shootingindustry.com PREMIUM RUSSIAN AMMUNITION THAT DELIVERS BARNAULAMMO.COM April 2021 Shooting Industry 39
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