Shooting Sports LLC owner Paul Hahn (left) sells another “dual-duty” handgun —
this one an EAA 10mm pistol — to customer David Corbeille.
Self-defense buyers — whether they are concealed-carry citizens or family folks concerned about home security — come to your shop bearing long-term sales potential. They look for small and large pistols and revolvers, semiauto rifles and shotguns, ammunition, less-lethal products, lights, knives and even books and videos. Their interests and needs cover a broad array of possibilities, and self-defense salesmanship comes down to attitude, inventory and experience.
While new products are constantly popping up, sound sales advice never goes stale. Often, first-time self-defense buyers have been victimized or had a close call with a nighttime intruder or parking-lot mugger. They need a patient, understanding approach and reassurance that you will take the time to help them make wise choices.
“At the first sign the customer is interested in self-protection, I tell them, ‘I’m glad you came to us. We’re all about self-defense and we’ll take care of you,’” said Randy Lish of Barlow’s Custom Guns, Salt Lake City, Utah.
If you don’t have a display case or counter clearly devoted to self-defense, then flag selected products with bright placards stating “Great Choice for Concealed Carry” or “Top Pick for Home Defense.”
“Rows of guns with only basic-info tags won’t get the self-defense buyer’s attention,” said Ryan Horsley of Red’s Trading Post, Twin Falls, Idaho. “You need eye-catching signage to interest the self-defense browsers.”
Nick Newman of Cherokee Firearms, Springfield, Mo., said, “Find out their experience level and the purpose of the gun. Will it go in a nightstand, under a business counter or be worn concealed all day? Take things step by step: experience, purpose, knowledge of the laws involved — one thing at a time.”
Ernie Shipman of Renaissance Firearms, Gonic, N.H., recommends, “Be a coach, not a boss.” While many inexperienced buyers initially focus on the wrong gun for their purpose or level of ability, Shipman says, “Never tell them it’s a bad choice! Instead, guide them into making that decision themselves. You have to walk a fine line between what you want to sell, what they say they want and what’s best for them.”
Credentials Count
Paul Hahn is the owner and sole proprietor of Hahn’s Sporting Goods and Shooting Specialties LLC, a small, immaculate gun shop tucked away on a tree-lined street in Kalispell, Mont. Hahn says “it’s not a big main-street store,” but he gets more than his share of the area’s self-defense sales.
“Just as important as your inventory, you have to establish your interest and credentials in self-defense sales,” Hahn said.
He does virtually no advertising, yet word-of-mouth keeps a steady stream of self-defense customers, both new and returning buyers, flowing into his shop. Hahn echoed the advice of other dealers SI has interviewed, and added some gems of his own.
“People come to me for self-defense products because they know my background,” he said. Hahn retired with 25 years of professional law enforcement experience, including assignments in SWAT and training roles. “Credentials are important in this field.
Remember, they’re looking for your sound advice as well as products.”
He adds that if you don’t have that background, there are other ways to gain the benefits.
“Combine business and pleasure,” he advised. “Sign up for some defensive shooting classes at Thunder Ranch or Gunsite. They’re both first-class operations with lots of appropriate offerings. Then display your certificates prominently. This tells your customers that you have a personal investment in self-defense, not just a financial one.”
Dual-Duty Sales
Already a bestseller in many gun shops, the Smith & Wesson M&P15
is now available with a fixed stock (M&P15FT), making it compliant for
sale in Connecticut, Massachusetts, Maryland, New Jersey and New York.
The Charter Arms Undercover in .38 Special is a bestseller at Hahn’s Sporting Goods.
Another of Hahn’s recommendations is to “learn your clients’ other interests and relate self-defense to them.” He pointed out that many Montana self-defense buyers are hunters, too, and that opens up opportunities to sell “dual-duty” firearms.
“Around here there’s always the possibility of encounters with grizzlies and mountain lions. I sell a lot of .44 Magnum revolvers like the 4-inch stainless Taurus Tracker (Model 44Tracker4SS). When it’s not on a hunter’s hip, it’s a fine personal-defense gun when loaded with good .44 Special ammo,” said Hahn.
Hahn points out that for home defense, where weight and concealability are not a concern, many full-size pistols suited for competitive and recreational shooting serve double duty for defense.
“The Smith & Wesson M&P pistols are great examples,” he said. “The 9mm, .40 S&W and .45 ACP are all selling well. And the interchangeable grips make it easy to fit the gun to the individual shooter.”
The flexible fit of the M&P pistols opens opportunities for expanded sales, Hahn says.
“The women’s market in self-defense firearms is growing rapidly. Establishing a good rapport, being patient and taking time to fit the smaller female hand to the right grip is important,” Hahn said.
He reports strong demand for Smith & Wesson’s M&P Compact models in 9mm for the ladies and in 9mm and .40 S&W for men.
Over The Counters
Paul Hahn recommends Federal ammo to his self-defense customers.
The top-selling self-defense revolvers in Hahn’s shop include Taurus Models 605SS2 and 85SSUL in .357 Magnum and .38 Special, the shrouded-hammer stainless Smith & Wesson Model 642s, the low-cost 2-inch barreled Rossi .357s and a gun which has become a steady staple: the 16-ounce Charter Arms stainless Undercover .38 Special.
“I’ve carried one (Undercover) in a pocket for years,” Hahn said. “It’s light and absolutely reliable. When people trust you, they want to know what you carry. I’ve sold a lot of them for that reason.”
Hahn’s best-selling autopistols include the Smith & Wesson M&Ps in full-size and compact models, plus Kel-Tec’s featherweight 8.3-ounce P-3AT .380 ACP and the Bersa Thunder .380.
“Don’t overlook the Bersa,” Hahn said. “I’ve sold an armload of them and never had a negative response from buyers.”
Self-defense, long-gun sales are dominated by Smith & Wesson M&P15s, mostly the “A” model, and more “dual-duty” guns: 12-gauge shotguns designed for Cowboy Action Shooting, like the IAC Model 97W, a clone of the Winchester 97 pump, imported by Interstate Arms Corp.
“Finally, for ammunition, I recommend Federal’s Premium Personal Defense Hydra-Shok rounds. You can shoot cheaper stuff for practice, but self-defense demands the best,” Hahn said.
While Hahn’s background has contributed to his success in self-defense sales, as he pointed out, credentials can be built. In addition, appropriate changes in inventory don’t need to be drastic or expensive, just thoughtful — such as stocking “dual-duty” firearms.
The only remaining key to success is attitude. Hahn’s customers know he’s sincere about offering the best self-defense products and advice. Such an attitude makes a huge difference in determining the success of any dealer.
Law Enforcement Connection
L.E. contract news releases printed in SI’s “Industry News” section
provide valuable information to help promote and clinch sales.
When it comes to self-defense and home protection, citizens want to rely on the gear cops rely on. Aside from the obvious sales-promoting points — like reference to the safety, handling and function testing carried out by L.E. agencies selecting firearms — many savvy civilians believe that using the same guns and ammunition used by police officers provides them a degree of protection from liability lawsuits if they ever wind up using those firearms and ammo in lethal-threat situations.
Too, the “law-enforcement connection” allows dealers to, in effect, let public agencies do their product promotions for them. Every L.E. agency press release announcing the adoption of a weapon, accessory or ammunition should be seen as an advertisement you don’t have to write yourself, and a “field evaluation” you can quote from an objective professional source.
Beretta USA, for example, has generated a number of L.E. agency sales with their Storm pistols and carbines, tactical rifles and Benelli shotguns. The news releases announcing the contracts include glowing remarks from various police agencies, including one from Los Angeles County, the largest sheriff’s office in the nation. That’s one terrific recommendation for your citizen customers.
With its highly successful M&P line, Smith & Wesson has enormously expanded its law-enforcement presence, and in the process, created a tidal wave of consumer demand for the same weapons. In November 2007, at the annual conference of the International Association of Chiefs of Police (IACP), the organization presented the “Most Innovative Firearm of the Year” award to Smith & Wesson for the M&P40 pistol. At that event, S&W President and COO Leland Nichols reported that more than 247 law enforcement agencies representing over 60,000 officers have either selected M&P pistols for issue or approved them for on-duty carry. It’s likely at least one of those agencies is somewhere near you!
It doesn’t take much — and the payoff can be plenty — to post this information in the display cases, alongside the featured firearm. What a conversation starter! “Say, have you checked out the M&Ps? Two of our local police departments are packin’ them now, and ... ” You get the idea.
How do you get such information? Right here in Shooting Industry. Such L.E. contracts are reported regularly in the magazine’s “Industry News” section.
Self-Defense Sales Checklist
1. Firearms: Think “dual duty” and changeable grip inserts for greatest market flexibility. Be alert to new products, like Ruger’s SP-101 revolver chambered in .327 Federal Magnum.
2. Ammunition: Stock self-defense and personal protection ammo. Federal Premium, Cor-Bon and Black Hills offer premium loads.
3. Weapon-mounted and handheld tactical lights: BlackHawk, SureFire, Streamlight and Insight Tech-Gear are industry leaders.
4. Laser sights: Crimson Trace Lasergrips can be ordered OEM on many self-defense handguns. LaserMax now offers the powerful Uni-Max Green laser.
5. Less-lethal products: Stock spray-can based pepper sprays with a careful eye on expiration dates. Sabre pepper spray from Security Equipment Corp. is used by the New York Police Department. The company’s most recent civilian products are finished in pink and green camo. Other less-lethal products to consider are the Taser C2 Personal Protector, and Guardian Angel pyrotechnically fired pepper spray devices (available through Life Act and Kimber Firearms), and others.
6. Knives: Al Mar Knives’ Backup 1 and Backup 2 and Ka-Bar’s TDI series of knives are designed as “handgun backup” and “weapon retention” knives. Profit margins on “add-on” knife sales can eclipse your margin on handguns.
7. Self-defense impact weapons: Kubotans and Yawara sticks can be attractive POS products, but unless you’re an aficionado, only stock those packaged with instructions, and avoid getting into discussion of effectiveness and techniques — it’s a liability issue.
8. Books & videos: Can be hot sellers. Concentrate on those offering simple, defensive weapons-handling instruction and packed with info on accessories and peripherals, which you can sell. Ask your distributors for complete lists of available books and videos.
