Hunting season profits: are you ready for accelerated sales?

Shooting Industry, August, 2007 by Mark Kayser

Depending on your customer base and market, you may make as much as 75 percent of your annual revenue on special seasonal sales. That's the national average for retailers during the Christmas gift-giving rush. Although hunters purchase products throughout the year, dealers see a spike in sales during the months leading up to the hunting season. If you want to accelerate those sales off the charts, you need a plan to make the most of hunting-season profits.

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

That's what Martin Kelsay does. He owns and operates Hunter's Headquarters in Auburn, Neb. In his 2,000-square-foot store, Kelsay tries to offer as much variety and as many services as possible, and he knows that hunting season "'tis the season" to make money. Whitetails are the sales fuel of the hunting world and Kelsay prepares for the season to make the most income as possible.

"Deer season is the big one and sales can be nonstop in the weeks leading up to the season opener. Even so, you need to have everything on hand for all types of hunts because small game season opens just prior to deer season, and the entire month of December is muzzleloader deer season," explains Kelsay, who has run his store for 14 years.

In firearms, Kelsay leans towards models from Colt, Henry, Marlin, Remington, Savage, Taurus, Smith & Wesson and Winchester. He deals in new and used firearms and 200 or more firearms fill his display area.

For bowhunters, Kelsay stocks bows from Bear, Bladerunner, Jennings and Liberty One, along with a complete line of accessories and arrows. He believes the compact bows offered by Liberty One and Bladerunner are perfectly designed for bowhunters.

"From September through the end of the year I'm quite busy, especially when you consider the fact I'm a gunsmith and swamped with repairs. It's all because of hunting season," Kelsay said.

Store Awareness

Before you can sell hunting products, you need to make customers aware that you are not only a hunting store outlet, but also the most qualified in the area. Word-of-mouth advertising can be effective, especially if you have high-quality sales associates who understand hunting and the products they sell. That's something most box stores can't offer.

Kelsay relies heavily on word-of-mouth promotion and referrals in the rural setting of southeast Nebraska. He knows that an unhappy customer can sway the opinion of consumers who have never been in his store. Kelsay goes out of his way to ensure his customers leave happy.

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

"I've known the majority of my customers for 14 years," Kelsay said. "I treat my customers fair and price my items fair, and I believe my new customers are a result of treating them fairly. Service is real important to me, so I've made my business more versatile. I'm an avid bowhunter and service all the archery equipment I sell. I'm also a certified gunsmith, so my customers know they get full service. That's something the mart stores can't always offer."

Obviously, you can't rely solely on word-of-mouth advertising. It's your job to create a buzz prior to the hunting season rush so customers automatically think of your store as the place to shop. Traditional marketing such as newspaper advertising, radio advertising and billboards work, but consider alternatives. Instead of simply purchasing a newspaper advertisement, research the possibility of writing your own column or sponsoring a column supplied by a noted outdoor personality. You may also be able to produce or sponsor a syndicated outdoor radio or television show. Local access cable companies might be an option for airing a show or publicizing your business.

[ILLUSTRATION OMITTED]

One owner of a sporting goods store keeps local attention on his business by sponsoring a nationally syndicated radio show. Twice daily, his business name is aired during the broadcast of outdoor segments. When he has special promotions, such as a preseason hunting sale, he uses the airtime to publicize the event.

[ILLUSTRATION OMITTED]

At Hunter's Headquarters, Kelsay focuses on radio and newspaper advertisements to keep hunters, new and established, riveted to his business.

"Approximately two to three weeks prior to the fall selling seasons, I begin running radio and newspaper advertisements. I do the same in the spring just before spring turkey season opens," Kelsay said. "People know me in my hometown, but hunters who live 40 to 50 miles away need to be reminded that Hunter's Headquarters is just down the road. It easily pays for itself with repeat customers. They remember the service and it keeps them coming back."

Sales Awareness

Traditional advertising and promotional venues work well, but you should consider today's high-tech methods to get the word out concerning your commitment to hunters. The majority of the American public heavily uses Internet Web sites and e-mail. This means you have an electronic avenue to attract and publicize your business to your present and new customers. If you can't afford the expense or time to manage your own Web site, contract to have it done, or include your information on other Internet portals.