to make a purchase.” Many other women shared similar experiences in the Women’s Concealed Carry group on Facebook. Heather Lynn recalled, “I’ll ask to see a gun and the salesperson hands it to my husband, who then hands it to me. I hand it back to the salesperson and tell him to ‘keep it’ and I walk out.” 3 SOCIETAL NORMS Ironically enough, eight out of ten times I walk into a store or range with a man, the man I’m with is a student who knows very little about firearms. I recently assisted a student purchase a cleaning kit for his gun so I could show him how to disassemble and clean it. While standing in line, another customer told my student he picked out a good brand. I interjected and told him I agreed. He then turned to me and asked if I shoot guns too. Before I could answer, my student exclaimed, “She’s actually teaching me how to shoot!” I’ve trained many couples of which the woman has the knowledge and experience, but the man is a novice. Women taking their spouses to a firearms training class or leading the way into a gun store as they purchase the man’s first gun still seems abnormal to even me at times. I’ve joked with these couples, asking who sleeps closest to the door at night; I mean no harm, only humor, but I realize I’m also part of the problem our industry faces. Offering unsolicited advice, even when the intentions are only good, should be avoided. Although this is refreshing to see and I support it, societal expectations and outdated masculine and feminine roles are a contributing factor to how we act. 4 SINGLED OUT There are now more female gun owners than ever before, but women frequently express they feel out of place when going to the range to practice. “I’ve felt as if the range safety officers (RSOs) were watching me much more closely than any of the men there. So much so it felt as if they thought I didn’t know what I was doing. The last time I went the RSO stood behind me the entire time, directly behind my lane, and only went behind my boyfriend for like 10 seconds,” said Shelby Bobrow, a stay-at-home mom. Later on, the RSO complimented her shooting skills, which I expect was encouraging, but anyone can understand how the initial response When handing a handgun over to a prospective customer, don’t make assumptions — ask questions. (And listen!) might be taken negatively. Most men and RSOs don’t mean any harm by watching, but singled out attention can make anyone feel extremely uncomfortable, including men. 5 UNSOLICITED ADVICE Offering unsolicited advice, even when the intentions are only good, should also be avoided. I’ve seen men approach women at the range, fix their grip or stance or offer other shooting tips. Unless someone is handling the firearm unsafely or they ask for help, people need to stay in their lane. If you feel like you’re absolutely doing someone a disservice by not telling them something and you’re qualified, start with the interaction with a question: “Can I offer my opinion?” While it’s great to offer helpful suggestions, it’s often unwarranted and makes for an uncomfortable experience at the range — which prevents women from making a return visit. THE NEW NORM Whether or not our intentions are good or acted on without realizing the impact, we need to understand seeing women at gun stores and ranges is the new norm. Put aside the assumptions, stereotypes and unwanted advice. It won’t keep your doors open. The number of female instructors and shooters today is increasing and they have a direct line to the largest expanding demographic in the firearms market. Handle each customer as if you are conducting a friendly interview with the end goal being to match them with the product, firearm or training experience that best fits their needs. Just a few short, friendly questions void of any assumptions can make a world of difference in the customer experience. Treat all customers like this and you’ll earn not only the sale, but repeat business and their recommendations to other new customers. SI AVA FLANELL is the founder of Elite Firearms & Training in Colorado Springs, Colo. May 2021 Shooting Industry 37
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