Focus on dealers - Outdoor Marketplace

Shooting Industry, Nov, 2002 by Carolee Boyles

Ellett Brothers has focused on "What can we do for our retailers?" One service Ellett provides its dealers is what the company calls, "The most complete printed catalog in the industry."

"I think everyone would agree we set the standard for the production of a catalog that encompasses the widest selection of products," Robinson said. "No one produces anything as complete in the industry."

According to Randy Spatharos, director of marketing, Ellett Brothers is the only distributor who prints a dealer version of its catalog.

"Our catalog, which has retail prices, is printed with the dealer's store name on the cover -- it's personalized to the retailer," Spatharos said. "They can sell the catalogs to customers, place them in the local barbershop, or display them on their countertops."

The company also produces sales flyers, yet has reduced the number sent to dealers.

"Historically, we did a lot of flyers, and in some cases they weren't as special as they needed to be," Robinson said. "Now we pay a great deal of attention to the limited number of flyers we put out to ensure they truly have special buys in them, and that they'll help dealers move product through their stores."

Ellett Brothers has also upgraded its Website. According to Robinson, it's the fastest growing segment of the company's business. Through the site, dealers have access to the company's inventory and can place orders 24 hours a day, seven days a week.

The company also hosts dealer Websites. These sites feature the company's online catalog, which consumers view when they log onto a dealer site. When a consumer makes a selection and places an order, Ellett Brothers electronically informs the dealer that an order has been received from a consumer in his area.

"The retailer can decide if he wants to fill the order from his shelves, or if he wants us to fulfill it," Robinson said. "If they want us to do it, we'll do it immediately. If they want to do it themselves, they contact the buyer."

Consumers can also view the catalog on Ellett Brothers' Website; however, the company doesn't sell directly to the public.

"Our objective is to drive business to our dealers," said Spatharos. "Consumers visiting our Website can create a Wish List which they can email to their local dealer. The dealer can then contact the consumer."

For those dealers whose Websites are hosted by Ellett Brothers, the company provides training in how to get the most from the Internet.

Ellett Brothers also offers a dealer school. Begun five years ago as an archery dealer's school, it has grown to include several firearm vendors such as Glock, Sigarms and FN.

"Archery dealers learn to tune a bow, how to match the right arrow to the bow, and shooting form," Spatharos said. "When dealers return to their stores, they're more educated, and can give their customers better advice and assistance. It gives them an advantage over the chain stores."

It's the same with firearm training.

"At least one of the classes is an armorer's school where dealers learn to disassemble, reassemble and do minor repair work on certain firearms," Spatharos said. "This is another advantage for the dealer. It sets him apart from his competitors."

A hallmark of Ellett Brothers is the association its sales reps have with the retailers they serve.

"Our salespeople have great relationships with our dealers," Spatharos said. "In numerous cases, they've worked with them for many years."

Ellett Brothers is known for the depth of knowledge it provides to its retailers, in part because of the longevity of its sales reps.

"Twenty-five percent of our sales people have more than 20 years experience," Robinson said. "We have very few with less than five years. With well over a hundred salespeople, we have a tremendous amount of expertise about our products within our operation. Many retailers tell us that's a primary reason they deal with us."