Bowhunting sales 101: gun shop

Shooting Industry, Oct, 2003 by Carolee Anita Boyles

You've Finally Decided To Sell Bowhunting Equipment. Great! Here Are Five Basic Steps To Profitable Success!

Gun dealers are likely tired, perhaps real tired, of reading in Shooting Industry that they should add bowhunting gear to their shops.

For years we've made the case that by adding bowhunting equipment to your product mix, you'll increase sales to your customers who already buy bowhunting gear elsewhere.

We've overwhelmed you with statistics showing that many of your firearm customers, who have never been bowhunting, would buy bowhunting equipment if you offered it.

Time and time again, we've quoted gun/bow dealers who are enjoying extended-selling seasons and better margins, because they sell bowhunting equipment.

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Finally, we've cited studies that show bowhunting continues to grow, and hunters are willing to spend a lot of money to enjoy this accessory-heavy sport.

This year, we're not going into all that, again. Well, perhaps just a bit. Instead, we're going to assume we've made our case, and you now believe adding bowhunting to your gun shop is a good idea. But how do you do that?

Such a task may seem overwhelming, but it is not. If you break it down into several steps, you'll add bowhunting to your operation with a minimum of headache and hassle.

Yes, it will take a little time. But, since you're in this business for the long run, by doing it right, you'll reap the long-term benefits of bowhunting.

Step 1: Ask The Hard Questions

Before you start down the path of adding bowhunting, invest some time evaluating your local market. Ask some hard questions. If the answers to these questions aren't favorable, stop right now.

First, how many bowhunters are in your area, and what's the bow season like in your state? In other words, what's your potential market? Spend some time studying the demographics of hunters in your area. Your state fish and wildlife agency can provide you with useful information. This will help you determine whether there's a real market for bowhunting.

Second, what's your competition? If there's an archery pro shop two blocks away, you don't want to add archery and bowhunting to your gun shop. If you're in an area where there's very little bowhunting and there's a pro shop 15 miles away, you're probably not in a good spot to add archery.

On the other hand, if your state has a lengthy bowhunting season with a lot of people who bowhunt, and the nearest pro shop is 30 miles away, you should seriously consider adding bowhunting.

What about big-box stores? They're not your competition, according to Milt Pittman, director of inland sales for Henry's. Rarely will anyone at a big-box store be able to do more than sell a customer a bow.

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"A big-box store is going to have mainly low-end, beginner merchandise," Pittman said. "That's not a true competitor for someone getting into the archery business. You just need to be complete and have a knowledgeable staff, because a lot of your profit will come from setting up bows for other people." (See Step 5.)

Third, talk to your current customers. Ask them, "Do you bowhunt?" If they do, find out where they buy their bowhunting gear. Ask them, "If I carried what you needed, would you shop here?" If they don't bowhunt, ask them why not, and, "If I put a bow in your hands, would you give it a try?"

As we mentioned in the past, most bowhunters were first gun hunters--meaning, you likely already have a solid bowhunting customer base.

All of this will help you gauge how much interest your current customer base has in bowhunting, and what they're likely to purchase from your store. Remember, it's always easier to expand the range of products an existing customer buys than it is to attract a customer who's never been in your shop.

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How many of your gun customers are already bowhunters? How many of them would give the sport a try if you carried bowhunting gear? These are important questions to ask in determining if you should introduce bowhunting into your shop.

Step 2: Educate Yourself

Any time you add a new product line, there's a learning curve. If you've never been bowhunting or exposed to archery, the learning curve can be pretty steep.

Minimize your learning time by attending a couple of archery trade shows and dealer-education seminars. Your purpose is not to buy product, but to get to know people, get a feel for archery and bowhunting, and introduce yourself to the major manufacturers.

"Dealers need to educate themselves before they get into archery and bowhunting," said Randy Culberson, owner of Sportsmen Outfitters in Knox, Penn., and a member of the Archery Trade Association's Dealer Council. "They need to make contacts, and find out from the major vendors who their rep groups are."

The largest archery show is run by the Archery Trade Association (ATA), which will hold its next show in January 2004. This is the major gathering of the archery and bowhunting industry, and it will give you an idea what the industry is about.