Selling high tech: knowledge and hands - on demonstrations are keys to sales in this rapidly growing market!

Shooting Industry, Oct, 2003 by Douglas Dave

It's an ever-changing, high-tech world. Everyday, it seems, manufacturers introduce a new high-tech gizmo or got-to-have gadget for hunting, shooting and fishing.

Just when you thought you had your displays set and all your sales people up to speed on the latest high-tech offerings, another wave of products hits your shop.

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There are new palm-size radios, global positioning systems, rangefinders, infrared cameras, laser sights and night vision devices. Add to this tabletop computer-driven shooting ranges, CD varmint callers, digital flashlights, digital reloading equipment and sound-around hearing enhancement/protection. Just wait a minute and another high-tech product will be introduced.

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There's a reason manufacturers are flooding the market with high-tech products. They sell. And today's customers aren't content to settle for last year's "obsolete" gadget. They need the latest versions.

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That's good news for gun dealers.

With the often-slim margins and high competition in firearm sales, high-tech products help more than pay the bills. Full-service gun stores are increasing their margins and pulling new and repeat customers into their stores with high-tech products.

Manufacturers' Support Important To High-Tech Sales

High-tech products are normally classified as items that are battery powered and computer enhanced. Many of your customers lack experience with these new-to-the-market products, yet their interest has been grabbed by a magazine article, advertisement, or a next-door neighbor who just couldn't help showing off his new electronic gadget.

Most high-tech products are available through catalogs and the Internet, but then, so are many of the products you sell in your shop.

Does this mean such products are a no-sell for gun shops? Not at all. For gun dealers, the key to selling high-tech products is taking advantage of the support from manufacturers and providing your customers with hands-on demonstrations.

"Some customers come into your store wanting to see what is new and different," said Mike Zoormajian, of Crimson Trace. "They're looking for items that will enhance their capabilities with their current firearm, and make them better shooters."

Selling high-tech to these customers is generally a matter of putting the product in their hands and explaining how it can benefit them, according to Zoormajian.

"I think people need to see a product and experience it before they are willing to buy. Keeping all the neat toys behind the counter or under glass does no good at all," Zoormajian said.

Point-of-purchase (POP) displays are important sales aids for the gun dealers, and they are especially valuable for selling high-tech products.

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"We offer a POP display to our retailers that includes two blue plastic guns with the Lasergrips already mounted," Zoormajian said. "The display offers customers a chance to experience the product and show themselves the advantages of Lasergrips. Generally, once a consumer has a Lasergrips in their hands, they will buy them."

Dealers who want an in-depth education in high-tech products should take advantage of retail seminars offered by many manufacturers and distributors. The seminars are usually specific to one product line, but they provide excellent hands-on training that can be applied to other brands.

Many manufacturers also offer DVD and videotape sales aids. Some of these video aids are aimed at the salesperson while others are intended for customers.

With a countertop television, you can have a company expert demonstrate their products for your customers. Companies offering such videos include Bonner Technology (Game Finder), Walker's Game Ear, Night Owl Optics and Taser International.

At Turner's Outdoorsman in San Marcos, Calif., a video of the new Taser M26 from Taser International provides detailed information on the system's operation.

"The video POP does a great job of pre-selling the product and draws customers to that area of the store," said Andy McCormick, director of promotions and hunting advisor for Turner's Outdoorsman.

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Shooting Industry Academy Of Excellence

HIGH - TECH PRODUCT OF THE YEAR

In 1998, The Shooting Industry Academy of Excellence began presenting an additional award to recognize products in the rapidly growing high-tech category. Since then, the academy's members--industry executives, gun dealers and outdoor writers--have honored six companies for innovation in the high-tech market.

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1998 - Bushnell Yardage Pro Compact 600 Rangefinder

1999 - Federal Ballistics On Disk

2000 - Motorola TalkAbout T6000 Two-Way Radio

2001 - Bushnell Yardage Pro Scout Compact Laser Rangefinder

2002 - Leica LRF 1200 Rangemaster Laser Rangefinder

2003 - SureFire A2 Aviator Smart Flashlight

Let The Customer Do The Demo

Gene Luke, owner of Precision Arms in Escondido, Calif., says he always welcomes the opportunity to demonstrate high-tech items to his customers.

"I sell a lot of rangefinders. What I've done is pick out a number of landmarks just outside my front door," Luke said. "I already know the ranges to those targets. I'll have customers guess the range first and then hand them the rangefinder. I show them which button to push and then watch the expression on their faces when the correct range is displayed. You'd be surprised how far off their guesses are."