Cable companies do it. Frank Fritz on the television show American Pickers has made it an art. And gun dealers can do it, too.
I’m talking about “bundling,” the art of grouping multiple items together to create a better, more attractive deal for the customer. Bundling is a proven sales technique that dealers can take advantage of — and is something women are asking for.
In the firearms world, bundling is the logical grouping of products and accessories that any gun owner will need. Your cable provider has found a way to bundle your TV, phone and Internet into one package — usually at a discounted rate. It’s one-stop shopping and people want it. I’ve spoken with women who said they’d like to buy guns that way, and women’s shooting blogs also support the idea.
The beauty of bundling firearm products is they can be tiered, just like cable company offerings. Your basic package might include a gun, lock, and ear and eye protection. Your premium package offers the basic items, as well as ammo, a video and an appropriately branded keychain. The deluxe package has everything mentioned above, plus a cleaning kit, hard case, logo hat and T-shirt, and laser or tactical flashlight. You’re creating the bundle, so the only limit is your imagination.
A bundle also gives you an opportunity to market some slow-moving items or even manufacturer-provided freebies that will add perceived value to a purchase. Women like items that match or coordinate with their firearms, so any Smith & Wesson-branded item could be added to a Smith & Wesson firearm bundle, increasing customer satisfaction and the sale.
Smith & Wesson M&P Bundle Options
Marketing the new Smith & Wesson M&P Shield to women is a great opportunity to create a bundle. This slim, concealable polymer pistol with a 1-inch profile is available in 9mm and .40 S&W, making it an ideal gun for women. Both models have an overall length of 6.1 inches and an unloaded weight of 19 ounces. The M&P Shield has a 5.3-inch sight radius and features a short, consistent trigger pull measuring 6 1/2 pounds. A white dot, stainless steel front sight and a white two-dot stainless steel rear sight complete the package.
The M&P Shield is shipped with both an extended and flat magazine, offering owners the ability to customize the length of the grip. The 9mm M&P Shield offers an 8+1 or 7+1 magazine capacity, while the .40 S&W M&P Shield is standard with either a 7+1 or 6+1 magazine capacity. Smith & Wesson will also be introducing a California-compliant model of the M&P Shield.
Firearms like the M&P Shield are perfect for bundling because products emblazoned with the Smith & Wesson logo are abundant. The company manufactures cases, range bags, ear and eye protection, cleaning kits and T-shirts — any of which would be perfect additions to any Smith & Wesson firearm sale. For more information, visit www.smith-wesson.com.
You know your customers best, and are best able to custom design a bundle that will work for your store. The key is adding to the perceived value of the firearm purchase, and giving your customer a slight price break on the accessories — while maintaining the gun’s price-point.
By Lisa Parsons- Wraith
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