Energize! Pros share their high-tech sales techniques

Shooting Industry, Sept, 2008 by John Morrison

Firearms dealers tend to be mechanically minded rather than electronically oriented, and that's not a bad thing.

Having a knack for explaining the difference between a trigger-blocking safety and a hammer-blocking safety, for example, has more value to your core business than knowledge of circuitry and wireless signals. But having an aversion to anything that contains a microchip and an XMIT button can cut you out of a potential pile of profits.

Technology--particularly in electronic form--is rapidly increasing its presence in law enforcement, hunting and outdoor sports. A quick survey of price points and margins makes it clear those microchips and XMIT buttons can really bring in the bucks--if you know how to display and sell them.

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Shooting Industry consulted a couple of pros and got the message that you don't have to be an expert to cash in on high teeh. Starting small and keeping it simple are the keys.

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Simple Tech, Simple Sales

SI first met Bob Perry of Shooting Sports Pro Shops in Saint Augustine, Fla., while researching sales of laser sights. Perry was having difficulty selling internal guide rod laser sights by LaserMax, though he trusted and used them himself. He found that when it's in the pistol, it's not visible, and customers expressed negative feelings about a product they couldn't see working.

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Then LaserMax produced an X-ray photo of their product in a pistol, clearly showing its position and function. Perry obtained the digital image and had it made into posters and into a weatherproof banner for use at gun shows. The X-ray attracted buyers' attention and made it easy for Perry and his staff to explain. He identified four key features and benefits to highlight, and then four simple "talking points" to cover with potential buyers. Sales soared.

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Perry is now applying the same principles to two other tech products: SPOT Satellite Messenger and the SteriPEN UV (Ultra-Violet) water purifier.

If you're going to successfully sell tech products, Perry says, you need a structured approach.

"You have to grab the customer's attention, focus his interest without confusing him, and deliver an enthusiastic demonstration," Perry said.

SPOT Satellite Messenger is a palmsized device that pinpoints your location like a GPS, then transmits it to multiple parties, and even downloads waypoints along your route to Google Maps. Additionally, SPOT allows users to send messages via satellite to tell friends or family their exact location and "I'm okay," "I need help," or "Alert 911." The customer purchases the unit, activates it online, and selects levels of services for a contracted period, similar to cellphone service.

Perry calls this product "invaluable" to hunters, hikers, boaters, campers or just people who travel a lot.

"Being able to tell your family exactly where you are and that you're okay provides tremendous peace of mind," Perry said.

Perry has a distinct sale strategy for SPOT.

"First, I place the display where every incoming customer can see it. Second, although SPOT displays are eyecatching and colorful, I print out copies of the global coverage map and a sample tracking map with several waypoints flagged. For my own display, I high-light four selling points, like 'Easier to use than GPS!' 'Works where there's no cellphone service!' 'Pinpoint your position anywhere, anytime!' and 'Send 'I'm right here and I'm okay' messages to friends and family!'"

Perry also has four talking points he goes over with customers.

"First, go over the four function buttons--on/off, check okay, non-emergency help needed, and emergency 911. Second, battery replacement and conserving power; third, how to activate SPOT online, and fourth, the levels of services you can purchase," Perry said.

Perry says the SPOT user's manual is simply written and is an excellent reference.

Visit www.findmespot.com for more information.

A Sure Sale

Perry employs the same strategy for selling SteriPEN, a compact, lightweight water purifier that uses ultraviolet radiation. He places a SteriPEN on the counter with a Nalgene water bottle.

"Right away," Perry said, "the SteriPEN and the half-full Nalgene bottle stimulate curiosity. Customers wonder what it's about."

Perry calls the SteriPEN "a huge breakthrough in water purification." He finds that it appeals to the same broad consumer base SPOT does, plus it appeals to people who store water for emergencies.

It's important to place tech items like this where they'll get immediate attention, according to Perry.

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"Customers can have the demo in their hands while reading the packaging. SteriPEN not only has eye-catching packaging, but they've already highlighted four marketing points right on the front--'Fast, Light, Easy and Effective'--with a short statement explaining each one. Then, the back of the package covers literally everything you and the customer need to know about the product," Perry said.

All that's left for Perry to do is a demonstration. Press one button, and 48 seconds later, you have 16 ounces of purified water. Perry calls it "easy"--and a sure sale!