Murphy's guns: this full-service gun shop welcomes customers with a large inventory, priceless service and a buying atmosphere!

Shooting Industry, May, 2003 by Sam Fadala

Every gun shop is unique in one way or another. There are large, sprawling businesses that resemble major sporting goods stores, and small, cozy shops that serve towns throughout the country. Are all of them full-service businesses? No, that's unrealistic. However, every gun shop can improve their business by taking a tip or two from a full-service enterprise.

What are the benchmarks of a full-service gun shop? Do your customers say, "I always go there because they always have what I want."?

Having an impressive inventory is a major asset of a full-service shop, but there's much more to it than that. There is atmosphere; organization; qualified sales people; on-hand reference literature; catalogs; new, used, and consigned firearms; gunsmithing; reloading equipment; ammo; accessories; and airgun supplies. Plus, a successful gun shop has displays that invite customers to investigate every part of the store.

Welcome To Murphy's

Murphy's Guns, in Tucson, Ariz., is a prime example of a full-service gun shop. Brian Murphy got into the business because he loves guns, shooting and hunting. Actually, Murph -- nobody calls him Brian -- was motivated to get into the gun business when he was laid off as a truck driver in 1974.

"I was reading a magazine and there was a notice about a gunsmithing school," Murph said. "I was always interested in guns. I spent my entire youth hunting and trapping. Here was a chance to put my interest in guns into a full-time career."

Later, Murph made the jump from a small gunsmithing operation to a full-service gun shop. Murphy's Guns opened eight years ago. Since then, it has grown into one of the most interesting shops in the West.

What makes Murphy's Guns special and an enjoyable place to shop? It's the atmosphere. Everything, wall to wall, says guns, shooting and hunting. There's a great feeling of being surrounded by interesting things -- mounts of various big-game animals, displays of boxes of old ammo, and guns from the past.

The place is wonderfully cluttered in an absolutely organized way. Things are where they belong and there's no wasted space. Every aisle holds products of interest to any shooter. Guns are arranged in racks. Reloading supplies are on shelves. Ammo is organized on shelves or displayed in open cases when quantities are offered.

There are definite sections, but there is also a blend. Nothing says, "This space is empty."

It's a pleasant but professional place to shop. No pressure. In-house literature includes loading manuals, shooting texts and catalogs. Of course, there are the guns: new, used and consignment. There are rifles, shotguns, pistols, revolvers and airguns.

Organization comes through again. One used-gun rack is lined with lever-actions on one side, bolt-guns, pumps and semi-autos on the other. Another used-gun rack holds military rifles on one side, rim-fires on the other.

New handguns are displayed in cases, and new rifles and shotguns are presented along two walls.

Murphy's also has a full compliment of accessories. There are shooting glasses and hearing protection, holsters, fanny packs, hunting jackets, cleaning products from rods to chemicals, gun cases, targets, slings, game vests, scopes, sights, targets, binoculars and more.

Murphy's also provides gunsmithing. Customers who need repairs to an old firearm or fine-tuning of newer guns needn't go anywhere else.

Handloading? Murphy's has it all from dies to bullets and powder, plus presses and other tools for shotguns, rifles and handguns. There is also factory ammo of all kinds and lots of it. Murphy also stocks plenty of airgun pellets and BBs.

Priceless Value Of Service

No matter how great the shop or its inventory, sales personnel can kill business. Conversely, qualified sales people promote business. Advice at Murphy's is free, but it's worth a fortune.

The sales people know what they're talking about, because they are qualified. They love guns, but more importantly, they know shooting from first-hand experience, plus training.

Mrs. Murph, Denise Murphy, always has a smile on her face. Her main job is keeping the books and tending the inventory. However, she enjoys working "up front."

"Every time you turn around, there's something new in this industry," Denise said. "It's a great business to be in. We're adding new and interesting things to the store all the time."

On a Tuesday, just past noon, Murphy's Guns is packed. Customers flow in and out. Murph, Denise, Chuck Donohue and Dave Dingley were busy taking care of customers.

"That's what I enjoy about the shop," Murph said. "You never know who's going to walk through that door, or what they're going to want. I look forward to that every day. When I come to work, I never know who or what I'm going to see. There are new people and new guns all the time. It never gets boring."

A young woman walks up to the counter with her son. He is looking for a Ruger 10/22 magazine. Murph has one. That's good, but the way he handles the sale is even more important. He probably doesn't know it, but he shows interest with genuine eye contact, treating both mom and son with courtesy. They are pleased. These two customers will be back.