Listen to your customers

Shooting Industry, Jan, 2007 by Massad Ayoob

Lawrence Yeomans and Patrick Ward own New Century Outdoors, a gun shop in Valdosta, Ga. They have taken an adaptive approach to their market, and it shows with two large display cases of knives. They've found that blades trigger a lot of interest among shooters. They stock economy lines through fancy stuff, with Smith & Wesson and Colt brands selling the best thus far.

Hunting season finds combination sets selling particularly well, including gutting and caping knives and small cleavers. However, Yoemans and Ward say folders account for 90 percent of their burgeoning blade sales.

"We're adding Benchmade and Kershaw to our line of knives," Yeomans said. "Those are the brands we're most frequently asked to special order."

As always, listen to the customers. I recommend you add Spyderco and Emerson to that list of must-stock knives. Other dealers tell me customers often ask for these brands, too.

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Never forget your gun-loving regular customers would much rather spend their gift-buying budget with you instead of the monster mart or the "gun-free zone" Yuppie cutlery store at the mall. Put up a few "great gift item" signs around your display of Swiss Army Knives, which are terrific stocking stuffers and all-purpose small gifts.

Create a cutlery display of fine Cold Steel, Gerber or Spyderco kitchen knives or steak knives. Your customers have "non-gun people" on their gift lists and they would rather spend that money with you. Over the years, I've given kitchen sets of all three of these brands to loved ones and they're still talked about and appreciated for their superb quality.

We're a knife-buying country. Your customers only need a few little reminders to realize they can buy all those knives from you.