Ed Santos (left), owner of Center Target Sports, doesn’t let a handgun purchase go
out the door without an accessory sale — in this case, an appropriate holster.

Just keeping track of all the new handgun models is tough enough for a busy retailer, but along with every new gun brochure seems to come an encyclopedia of accessories. Individual items can be dazzling, but the sheer numbers can be dizzying.

To find out what’s hot, what’s not and which stars shine in a galaxy of gizmos, Shooting Industry asked several industry experts and savvy dealers for input. Their advice? Focus on the carefully chosen few rather than the confusing many, look for high-visibility products with broad appeal and specific advantages for buyers — and, of course, look for the best margins to increase your profits.

Get a Grip, And Keep Sights In Sight!

Handgun grips are by far the most popular add-on accessory,” said Raj Singh, owner of Eagle Grips. “And they can also be your easiest accessory sale.”

Singh is the second-generation owner of family-operated Eagle Grips, with 35 years of retail and wholesale experience.

“Grips enhance both the appearance and ergonomics of a handgun, and they’re one of the few accessories a buyer can install at home with a screwdriver in two minutes. But they won’t sell themselves,” Singh warned.

“Grips have great visual appeal, especially the exotics like sambar stag, buffalo horn and mother of pearl. To maximize that appeal, display them right alongside your handguns where buyers can easily visualize them on their own guns,” Singh said.

“Also, knowing your customers is key. Cowboy-action shooters are very enthusiastic grip buyers, sometimes owning multiple sets of grips for the same gun. They’ll change them to complement their colorful period costumes. That’s why we offer our CASS- and CMSA-approved gunfighter and cowboy-action grips in so many materials and colors,” Singh said.
“When a handgunner comes in wearing a cap or other garment indicating they’re a veteran, a patriotic citizen or a Second Amendment supporter, all it may take is saying, ‘Let me show you these Patriot grips,’ to pick up a quick sale,” Singh said.

Steve Hines, president of Ergo Grips, says grips can help you move used guns.

“Tactical and defensive pistols tend to have flat, non-reflective finishes — not very eye-catching. With hard use, they’re even less attractive, and cracked or worn original grips almost guarantee a gun will gather dust, not make you money,” Hines said. “Put a new set of contrasting Ergo XTRs and a GRIPITS frontstrap in coyote brown or foliage green on that veteran Beretta, and you’ve renewed about 50 percent of the pistol, given it a great new feel, and increased its perceived value far beyond your investment.”

Hines recommends another add-on.

“About the only thing you could add to make it look even better is a new set of sights,” Hines said.

“That’s true,” said Richard Nasef, president of WrenTech Industries and the inventor of Advantage Tactical Sights. “Dingy, banged-up sights are a major turn-off for buyers. Highly visible new sights coupled with new grips make for terrific appeal.”

Nasef says that one of the best things a dealer can do to sell sights is to create a small area dedicated to aftermarket sights.

“Call it ‘Sight Central’ or whatever you like, but clearly state ‘Competition — Tactical — Self-Defense: We Have Your Sights!’ or something similar,” Nasef said. “On four handguns, you could mount one set of quality micro-adjustable target sights, like LPAs from Precision Sights International, two guns with popular tritium-lit sights like Trijicon or Meprolight, and how about a set of my Advantage Tactical Sights?”

Nasef has one final sales tip.

“The best sights won’t sell just sitting in a box. Invite customers to pick up those guns and sight in! Nothing beats having a customer actually sighting down them,” Nasef said.

Ranges Rule When Selling Lights, Lasers

Family Indoor Shooting Range in Indianapolis, Ind., is a full-spectrum gun shop as well as a booming recreational shooting and training facility. Mike Hilton says having a range is a great aid to accessory sales.

“When conducting basic or advanced handgun training, students get to see and use lots of the products we carry, and that really boosts sales,” Hilton said. “For example, we’ve carried LaserMax laser sights for years. We keep several lasers on range guns and use them when teaching trigger control. Not only can students clearly see the effects of jerking the trigger, they’re immediately impressed with the value of a laser in rapid target acquisition.”
Of course, Hilton offers the sights and other accessories in the retail section of his operation.

“In displays in the shop, we’ll place a LaserMax box next to a Glock,” Hilton said. “We also have a monitor showing a video of LaserMax lasers in use, and keep laser-equipped blue guns on the counter. They’re a visually oriented product, so you have to keep them visible.”
Ed Santos, owner of Center Target Sports, in Post Falls, Idaho, also capitalizes on his range and extensive training programs to expose shooters to available accessories.
“Our students frequently purchase the same holsters, lights and other accessories we use in training,” Santos said. “The real practical value of these products is demonstrated by our instructors and then underscored by personal use on the range.”

Santos named First Light’s Liberator and Tomahawk tactical lights as top sellers, as well as SureFire’s L-7 and E-Gear PDL-2. Fast movers in holsters at Center Target Sports include the Holsters Plus Sure-Lock 3-10 retention holster and the cost-effective Master line from JBP Holsters.

“Your staff should be skilled and smooth at using and explaining the features of these accessories and guiding buyers in trying them out. That,” Santos emphasized, “is your fast track to sales.”

No Range? Try Blue Guns!

“The value of blue guns simply can’t be overstated,” said Lane Tobiassen, director of marketing for Crimson Trace. “Our LaserGrips are far more easily demonstrated than explained. The basics — use of the master on/off and activation switches, windage and elevation adjustment and battery replacement — can be quickly followed by a demonstration of using the laser to shoot from awkward or concealed positions, and speed of target acquisition. When the user feels the intuitive activation — and sees how much it adds in speed and accuracy — the product sells itself.”

Tobiassen pointed out that blue guns also provide a “comfort factor” for novice shooters and are irresistible to browsers who may not have been in the market for a laser sight.

“Since it’s not an actual firearm, many customers will be more comfortable handling it, pointing it and trying out the controls,” Tobiassen said. “Too, simply having a laser-equipped blue gun display on your counter draws curious customers like a magnet.
“Our displays are user-friendly and inviting,” he said. “They say ‘Try Me!’ and ‘Aim Here!’ And, it’s fun for the customers, as well as a great introduction for a sale.”

Echoing the advice of others, Tobiassen said training your staff is important, not just in a product’s features and use, but in determining who is a likely buyer.

“Have they purchased a handgun for concealed carry?” Tobaissen said. “Have they purchased or asked about other self-defense or home-defense needs, like specialized ammunition, lights, less-lethal products? These clues tell you the customer’s interests and willingness to buy.”

The bottom line? Train yourself and your staff to always keep accessory sales in mind, no matter what the customer is in your shop for.

• Watch and listen for clues that will tip you to show off specific products appealing to the customer’s individual tastes, affiliations and interests.

• Be smooth and practiced in demonstrating operating features and advantages.
• Place the most visually appealing products in your customers’ line of sight and eagerly offer “hands-on” experience with grips, sights, lights, lasers and more.

• Remember, a low price-point doesn’t mean a low margin — a pile of fast nickels beats a slow dime every time!

This Feature Article is sponsored by:

ArmaLite
www.armalite.com

Smith & Wesson
www.smith-wesson.com