A custom version of CRKT’s Kit Carson-designed M4 sells for thousands.
The production version lists for $99.99. That’s an “ice breaker.”

Glance around your shop and ask yourself what you can offer that has sales potential to almost every customer, provides a higher profit margin on a $140 sale than you typically get from a $650 handgun, takes up very little real estate on your shelves and counters, has models available over the widest possible range of prices and features, and has a terrific “repeat sale” track record?

The answer: Knives.

And there is a full range of blades to offer your customers: hunting knives, tactical folders, commemoratives and gift knives, utility and specialized cutters for every chore, taste and budget.

Just like guns, knives demand some study time and familiarization to properly present them to customers. A little knowledge of commonly used blade steels and handle materials will go a long way toward establishing your credibility and expertise — and the payoff is disproportionately higher than with many other product lines.

Knife knowledge abounds for those who seek it. Click the “Edge-U-Cation” tab on Spyderco’s Web page, www.spyderco.com, and you’ll find in-depth info on everything from folding knife action types to a complete glossary of cutlery terms. Ka-Bar’s Web site, www.ka-bar.com, details 200 years of American cutlery-making history, and even walks you through a short course on knife manufacturing. Columbia River Knife & Tool’s home page, www.crkt.com, has links to biographies of their famous custom knife designers. Many other knife companies provide sales-making education on their Web sites. Log on. Learn. Sell.

Advice From Experts

There’s also a wealth of “walking information” in the industry. Before being recruited as Benchmade’s law enforcement and commercial sales manager, Charles Darby owned and operated his own knife store, King of Knives, in San Diego, so he knows the business from both sides of the counter.

“We advises retailers to know all the features, advantages and benefits of the knife. This is the single most important aspect of selling a knife. You, as a retailer, have to know why it is worth its value, as well as relay that to the customer,” Darby said. “We will visit your location to train employees on our product lines. I notice a substantial increase in the sales at retail stores who have taken the Benchmade training program. A lot of what you do in a retail store is explaining how and why the customer needs your product.”

Darby advises dealers to always look at a knife sale as a potential to accessorize.
“Do you want to super-size your order? Seems like a crazy idea, but it works,” Darby said. “Add-ons can really boost sales. When I ran King of Knives, accessories were a sure bet to increase dollars. If someone is willing to purchase a $200 knife, they’d better not leave the store without a proper sharpener or maintenance tool kit to complement their purchase.”
For those who appreciate gift-grade, yet reasonably priced hunting blades, Katz Knives offers the Adventure Series, with models ranging from gut-hook skinners and capers to classic camp knives, sporting handles of rich woods and stag.

“Display and presentation are important, but the most important thing is to get the knife into the customer’s hand,” said owner Keith DerKatz. “Let them feel the grip and balance — how it handles is critical to closing a sale.”

Al Mar Knives bridges the gap between true custom and full-production knives. CEO Gary Fadden says he sells to “the world’s toughest customers: retail dealers” — and he’s learned a lot from that experience.

“If you’re selling high-end knives, you need to present and display them reflecting their value,” Fadden said. “Think of how you would display fine watches or jewelry. Keep glass displays spotless and counter mats neutral in color to show the knives off. Arrange lighting to highlight the blades, edges and markings. Clean off fingerprints and smudges regularly — they detract from perceived value.”

Fadden recommends keeping a magnifying glass handy so you can show your customer the precise fit of handle scales to tangs or bolsters, and the hand-finished surfaces.
“And remember, enthusiasm is contagious!” Fadden said. “If you’re enthused about the quality, utility and value of a knife, it will leap right across the counter to your customer.”

Much of Columbia River Knife & Tool’s success can be traced to its aggressive recruitment of some of the best-known and most successful custom knife designers, like Kit Carson, Allen Elishewitz and Knifemakers’ Guild founder A.G. Russell. CRKT takes the best of their custom designs — many costing thousands of dollars — and renders them into affordable production versions. This provides, according to Pat Haudbine, CRKT’s national sales manager, “your opening pitch.”

“The toughest moment of a knife sale can be the icebreaker, striking up a conversation with a browsing customer. If a buyer is hovering over a Kit Carson M4 folder, you can simply ask, ‘Did you know the handmade version of that knife costs from $900 to several thousand dollars — and this one lists for $99.99?’ That’s powerful appeal and it puts you on the fast track to a sale. Custom designs and affordability are a great combination,” Haudbine said.

Technology Talks — And Sells!

From its military origins, SOG Knives has diversified into high-technology cutting tools for law enforcement, outdoor sports and even models for electricians and auto racing fans. SOG marketing coordinator Chris Cashbaugh says technology isn’t all exotic metals and machining — it’s sales power, too.

“Technology sells,” he said. “And even better, technology talks. From cell phones to cars and TVs, high-tech is the big consumer draw and knife buyers today demand more than a sharp edge and a good grip. With SOG knives and tools, the technology is there — you just have to know the features and speak the language.”

Cashbaugh points out several valuable “high-tech talking points,” ranging from the Arc-Lock folding knife action to spring-opening S.A.T. (SOG Assisted Technology) models, and SOG’s “black TiNi” titanium nitride finish.

“Tech-talk not only opens conversation with a customer, it can be the most convincing element in a customer’s choice, and one that carries you right through the sale. Learning the features and language is essential and the payoff in sales is virtually guaranteed,” Cashbaugh said.

Mike Janich, BlackHawk’s category manager for knives — both premium MOD (Masters of Defense) and lower-priced BlackHawk Blades — is not only a gifted knife designer, but also an expert trainer in the defensive use of knives. Years of feedback from his students have shaped both his knife designs and his marketing strategies.

“Functionality, versatility and carry options are critical for the buyer who carries a knife, either as a backup for a handgun or as a primary defensive tool in environments where a firearm is not an option,” Janich said. “That’s why we’ve developed so many designs with input from serious users, like Massad Ayoob, James Keating, Kelly McCann and retired Navy SEAL Chief James ‘Patches’ Watson, all renowned self-defense experts with real-world credentials. If a prospective buyer doesn’t recognize those names, filling them in is a great ‘conversation carrier’ while you’re demonstrating a knife’s features.”

Janich says BlackHawk’s designs create selling options for every customer.

“Most of our folders offer tip-up or tip-down, right or left-hand carry,” Janich said. “Carry clips can be repositioned in less than a minute — that can be a very profitable minute for a dealer. Some models come with the TCCS (Total Concealed Carry Solution), which offers over 70 carry options — something unique to BlackHawk’s designs. Buyers have named it as a key consideration in their decision to purchase.”

This Feature Article is sponsored by:

Smith & Wesson
www.smith-wesson.com

Galco Gunleather
www.usgalco.com