Target long-gun sales: jumpstart your rifle and shotgun business during tight economic times!

Shooting Industry, August, 2003 by Tom Gaylord

According to Peacock, the Nova resembles more expensive semi-autos, yet has a down-to-earth price.

"And it accepts shells ranging from 2 3/4- to 3 1/2-inch Magnums. When my customers look at the alternative pump guns available for the same money, they sell themselves all over again," Peacock said. "The Nova is not sold in the same pricing package as the rest of the Benelli line, so we have to stretch a little to carry it, but the sales have been so good that it's now a no-brainer."

While handguns make up most of Peacock's business, increasing long-gun sales is important since it will develop revenues in all area where growth is needed. Casey's personal taste runs to classic rifles, such as Winchester lever-actions, but even in wide-open Texas, a shotgun is much easier to shoot than a rifle. So, while he and his father stock a good variety of classic bolt and lever rifles, it is shotguns that generate the biggest sales.

"Another secret we learned is to place specific-brand signage where the public can easily see it. A sign for a specific maker sparks an interest in the minds of passersby," Peacock said. "People are used to seeing the word 'Guns," along the roads out here, but when they see a brand name like 'Benelli,' they stop in to check it out."

Attracting News Customers

Peacock's operation has expanded with the addition of a seven-station indoor range, co-located with the store. Called "The Shootin" Place," it offers well-lit targets on overhead carriers with ranges out to 25 yards. The range allows the shop's handgun classes to be taught on-site. It also offers a public place to shoot for handgunners and rimfire shooters who don't want to trek to an outdoor range.

"People are bursting through our front door, range bag in hand and ready to shoot," said Larry Peacock, following the opening of the range. "We had hoped this new addition would jumpstart our business and so far we haven't been disappointed. We have plans for league shooting and for expanding our current store hours to accommodate the increased traffic."

The Peacocks have routed the traffic to the new range through their main salesroom. The benefits are obvious. Sales are increasing in all areas of the shop, including the long-gun department.

At the Handgun Academy, they don't care what brings the customers in, as long as they keep coming.

"Almost all of these walk-in customers are new customers, brought in by the signage out front and the indoor range," Peacock said.

The range has sparked growth at this energetic gun store.

Growing Your Business

Our dealers offer three essential themes for increasing long gun sales: customer service, value-based pricing to open tight wallets, plus getting customers in the door.

Other vital techniques: Treat your customers well and they will stand by you in hard times. Bring in new customers with promotions and large, specific signage. And, have a bargain or two for them when they do come in. The stores doing this are alive and growing.