Bowhunting sales 101: gun shop

Shooting Industry, Oct, 2003 by Carolee Anita Boyles

Plus, you can take advantage of an extensive lineup of seminars, including some that are designed to give you a head start on what you'll need to know to successfully add bowhunting to your shop.

"We feel these seminars are an important tool to educate dealers, even before they get into archery," Culberson said.

If you can't go to the ATA Show, look for a regional trade show or distributor shows where a number of bowhunting companies will be present.

Kinsey's Archery Products will hold it's second annual Dealer Show March 12-14, 2004, at the Hersey Lodge and Convention Center in Hershey, Penn. This is an excellent show to attend, since Kinsey's is a major distributor of archery equipment, and they been around since 1949.

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While you're at the shows, pick up a couple of the archery trade magazines and send in the dealer subscription cards. Both Inside Archery and Archery Business can give you good insight into the bowhunting and archery side of the industry.

If attending an all-archery show is not possible, then carve out time during SHOT Show 2004 to visit those manufacturers who offer bowhunting gear.

Step 3: Strengthen Your Existing Industry Relationships

After you've attended a trade show or two, ask your present sales reps about bowhunting. Also, it's likely that a number of distributors you're already using carry bowhunting equipment. Talk to them, as well. Work with your existing relationships as you get started and then see what your needs are as you progress.

"Your reps can tell you what merchandise you should be selling for your area," Culberson said.

That regional information is important. What a bowhunting dealer carries in Oregon may be different from what one offers in Florida.

At some point, you may want to establish a relationship with an archery-only distributor. Kinsey's has a program designed for gun dealers who want to expand into archery/bowhunting.

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Step 4: Add One Major Bow Line

Obviously, the biggest new product you'll need to add to your inventory is bows. Culberson suggests adding one major bow line.

"We've run with one major bow line for a lot of years," he said. "Working with one major bow manufacturer is important, and then you can build from that."

Adding more than one major bow line at the beginning will require you to make too deep an investment in inventory for a new bowhunting dealer.

Here's one place the homework you did at the beginning--knowing your competition--gives you an edge.

"Most of the major bow manufacturers protect territories," Pittman said.

So if there is a pro shop or another independent sporting goods dealer who carries archery near you, learn what bow lines they have and choose a different brand. Also, many major bow lines are dealer direct, meaning you may need to develop a relationship with a manufacturer, instead of working through one of your distributors.

"From distributors, retailers can get the same entry-level bows that the bigbox stores have," Pittman said. "But if retailers want to do it right, they need to get set up with a major bow manufacturer."