shot business -- august/september 2012

Accessories of er great margins, but they don’t sell themselves. Here’s how to move the goods

GEARUP!

NSSF VOLUME 20, NUMBER 5 AUGUST/SEPTEMBER 2012

S H O O T I N G , H U N T I N G & O U T D O O R T R A D E

NSSF

FIRING LINE: Stoeger’s Cougar 8045 semi-auto delivers reliable power in a compact package Pg. 28

GOOD STUFF: Tasco’s ProPoint red-dot sight is priced right for hunters and plinkers Pg. 48

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august/september 2012 ❚ SHot BuSineSS ❚ 1

shot bus iness ❚ august/september 2012 ❚ vol . 20 , i ssue 5 contentscover photo by Justin

appenzeller

Departments

2 editor’s note new shooters are a fresh market for accessories

5 news briefs ruger reinstates 4r promotion; Greylock enters holster arena; Winchester’s new Featherlite load

26 fyi in marketing its scent control line, under armour faces challenges head-on

28 firing line the stoeger cougar 8045 offers big-bore power on a budget

30 undercover shopper Msrs for deer in tennessee

48 good stuff the smart design of tasco’s propoint red-dot sights

50 what’s selling where

56 new products Galco’s Double time ccW holster; Kimber’s sapphire; uncle Mike’s speed caddy; in-range’s new bullet trap

Features

nSSF update 19 from the nssf spotlight

on nssF’s retailer services

20 shot show university the pre-show educational seminars return in 2013

20 retailer hotline call for quick answers to your FFl questions

21 retailer reading list nssF books cover key topics

21 compliance center an online resource to help keep up with the latest regs

22 nssf delivers value 23 you should Know Meet patrick shay, Director of retail Development

24 from my side of the counter insurance policy for FFls

34 gear up a hands-off approach to selling accessories leaves a lot of money on the table. the fact is, these items don’t sell themselves...so what’s the best way to sell them? We offer tips on moving everything from gun cleaners to holsters by the editors

34

48

30

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The Little ThingsAccessories make sense

N o question about it: Firearms sales are on a roll. At the time of the SHOT Show, the editors of SHOT Business saw signs of an uptick, which we attribut-

ed to the coming presidential election. We figured we’d see the surge over the summer.

We were wrong—by about six months. Talking to retailers at the SHOT Show, we learned that many, anticipating an immediate increase in sales, had placed their orders before the show opened. One retail-er told me, “If you haven’t put your order in by now, forget it. The industry can’t meet the demand.”

In the past 10 years, the number of applications for firearms pur-chases submitted to the FBI National Instant Criminal Background Check System (NICS)

has soared. According to the NSSF, in 2001, 7.4 million checks were conducted; in 2010, that had grown to 9.4 million. In fact, on Black Friday 2011, the big shopping day after Thanksgiving, the FBI record-ed a record number of requests for background checks. The 129,166 requests far surpassed the previous high of 97,848.

Many of these applications were for handguns intended for personal defense, to be carried under a state-issued concealed weapons license. Those CCW permit applications are also increasing.

And a surprising number of those requests came from women. Over the past two years, many fire-

arms retailers have reported increased numbers of women com-ing into their stores, looking for shooting instruction and conceal-able handguns. Women are also going to the range and field more often these days as well. According to NSSF research, female participa-tion in target shooting rose from 3.3 million in 2008 to nearly 4.8 million in 2010, a 46.5 percent increase. At the same time, the number of women who hunted rose to nearly 2.5 million.

All in all, great news. The problem is that some retail-ers report that they simply can’t get enough product to sell. But rather than bemoan your fate, why not concen-trate on other product cate-gories, some of which carry far higher margins?

That’s the purpose of our special section on accessories (“Gear Up!” p. 34). You might think selling holsters, knives, and cleaning products is a no-

brainer, but it’s actually a good deal more complicated than that, as you’ll learn from the retailers we spoke to. In a nutshell, it really boils down to product knowledge. Your staff can’t sell what it doesn’t know. Proper display also plays a part, as does knowing the types of shooting your customers enjoy.

What you may discover is that catering to the “little things” your customers need may bring them back to the store much more often. And that’s not a bad thing.

Slaton L. White, Editor

2 ❚ Shot BuSineSS ❚ august/september 2012

editor ’S note

SLaton L. White, editorMargaret M. nussey, Managing Editordavid e. Petzal, Shooting EditorJohn Burgman, Assistant EditorMaribel Martin, Senior Administrative AssistantJames a. Walsh, Art DirectorJudith Weber, Production Manager

ContriButing editorS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone, Wayne Van Zwoll

eriC ZinCZenko, Vice President, group PublisheradVertiSing: 212-779-5316gregory d. gatto, Advertising DirectorPaula iwanski, National Sporting Goods DirectorBrian Peterson, West katie Logan, Sporting Goods Saleselizabeth a. Burnham, Associate Publisher, Marketing & Online Servicesingrid reslmaier, Marketing Design Director

BuSineSS oPerationStara Bisciello, Business Manager

ConSuMer Marketingrobert M. Cohn, Consumer Marketing Directorraymond Ward, Senior Planning ManagerBarbara Brooker, Fulfillment Manager

ManufaCturingLaurel kurnides, Group Production DirectorBarbara taffuri, Production Director

BonnierChairman, Jonas BonnierChief executive officer, Terry SnowChief financial officer, Randall KoubekVice President, Corporate Sales, John DriscollChief Brand development officer, Sean HolzmanVice President, Consumer Marketing, Bruce MillerVice President, Production, Lisa EarlywineVice President, information technology, Shawn LarsonVice President, Corporate Communications, Dean TurcolPublishing Consultant, Martin S. Walkergeneral Counsel, Jeremy Thompson

sHOt business (IssN 1081-8618) is published January, Feb ruary/march, april/may, June/July, august/september, October/November and December by bonnier Corporation, 2 park avenue, New York, NY 10016-5695, and is the offi-cial publication of the National shooting sports Foundation, Flintlock ridge Office Center, 11 mile Hill road, Newtown, Ct 06470 (203-426-1320). Volume 20, issue 5. Copyright © 2012 by the National shooting sports Foundation. all rights reserved. editorial, circulation, production and advertising offices are located at 2 park avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. single-copy issues are available for $5 each. send check, payable to NssF, to: sHOt business, c/o NssF, 11 mile Hill road, Newtown, Ct 06470-2359. sHOt business accepts no responsibility for unsolicited manuscripts and photo-graphs. all correspondence should be accompanied by a stamped, self-addressed envelope. requests for media kits and advertising information should be directed to Katy marinaro, bonnier Corporation, 625 N. michigan ave., ste. 1270, Chicago, IL 60611. periodicals postage paid at New York, NY, and at additional mailing offices. reprINts: Wrights reprints, 877-652-5295. pOstmaster: please send address changes to sHOt business, p.O. box 422494, palm Coast, FL 32142-2494.

printed in the usa. For Customer service and subscription questions, such as renewals, address Changes, email preferences, billing and account status, go to: shotbusiness.com/cs. You can also call 386-246-0188 or write to sHOt business, 2 park ave., New York, NY 10016For editorial inquiries, write to slaton L. White, sHOt business, 2 park ave., New York, NY 10016

s h o o t i n g , h u n t i n g & o u t d o o r t r a d e

nSSf

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One Industry. One Voice.

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This product is from sustainably managed forests and controlled sources.

AUGUST/SEPTEMBER 2012 ❚ SHOT BUSINESS ❚ 5

NEWS BR IEFSNEWS ❚ PROMOTIONS ❚ AWARDS ❚ OUTREACH

EDITED BY JOHN BURGMAN

Bits & Pieces

Mossy Oak Supports Two

Million Bullets Mossy Oak recently expressed support for the Two Million Bullets campaign, which is a call-to-action program that aims to get more children involved in the outdoors. The campaign is spearheaded by professional hunter John Annoni, who has a history of working with kids at his Camp Compass Academy.“This campaign will look to

secure two million Americans to stand up and be counted for the belief that our children are America’s most precious natural resource. Our traditions of hunt-ing and shooting will be passed on because two million of us proved we cared about chil-dren,” said Annoni.More information can be

found at 2millionbullets.org, and a brief Two Million Bullets campaign video by Mossy Oak Productions can be viewed at vimeo.com/37803035.

Zombie Event Breaks Record

DPMS Firearms has announced that a new attendance record was set at the recent Outbreak: Omega 5. Outbreak: Omega is the original, largest, and most well-attended 3-Gun “zombie shoot” in the world. The June 23 event hosted an estimated 1,400 participants and attendees. “After five years, DPMS is still

striving to create an extraordi-nary experience for shooters of all skill levels. And Outbreak: Omega continues to be the world’s premier recreational zombie shoot,” said Dillon Jennings, DPMS sales manager.

Ruger’s 4R Program Returns It was a busy summer for the folks at Ruger. The company was awarded a couple of Bronze honors at the 33rd-annual Telly Awards for producing videos that show-cased its rifles, and the company announced the premiere of a new televi-sion program, Ruger Inside & Out. But more than that, Ruger realizes it was a busy summer for retailers across the coun-try, who worked diligently to get guns into the hands of consumers. And to show its appreciation to those retailers, Ruger recently announced the reintroduction of its popular Ruger Rapid Retail Rewards Program, an incentive program that rewards sales professionals for selling new Ruger firearms.

In the program, accumulated sales points are redeemable for free Ruger prod-ucts. According to the company, it’s a way to show appreciation for the retailers who have repeatedly worked to get customers shooting Ruger products.

“We’re very excited to offer retail sales professionals the opportunity to earn free Ruger firearms for doing what they do best—selling rugged, reliable Ruger fire-arms,” said Ruger’s vice president of sales

and marketing, Christopher Killoy. “The men and women working the sales counter are the reason we are able to sell our product to firearms enthusiasts all across the country; for all of their hard work and dedication to the Ruger brand, we’re saying thank you with free firearms through the 4R Program.”

The 4R Program kicked off last sum-mer and runs through the end of September. All points must be redeemed by October 15, 2012. Retailers can earn points by selling popular Ruger firearms such as the 10/22 rifle for 5 points, the SR9 pistol for 10 points, or the M77 Hawkeye rifle for 15 points, among other Ruger products.

Ruger has established quick steps for retailers to participate. First, retailers must sign up and complete the registration pro-cess for the Rapid Retail Rewards Program (rugerpromo.com). From there, the retailer should enter the sales of Ruger products—and track the sales online or download the Retailer Sales Tracking Form to keep a record of the transactions.

Once retailers have accumulated enough 4R Program points, they can redeem them—and receive an extra 10 points when redeeming points using the online redemption form.

Complete rules and regulations can be found at the website or on facebook.com/ruger.

The 4R Program awards points for every Ruger sale.

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news br iefs

ARES Defense Releases Shrike 5.56 Advanced Weapons System ARES Defense Systems, a lead-ing manufacturer of mission-configurable firearms and accessories, recently released its Shrike 5.56 Advanced Weapons System for the tactical professional and the modern sportsman.

The Shrike 5.56 upper receiver is designed to fit any mil-spec-quality AR-15/M16/M4–type lower receiver, and features a dual-feed system, allowing users to quickly con-figure the Shrike 5.56 from magazine to belt-fed without

modification to the lower receiver.

The military-grade Shrike 5.56 provides shooters with the firepower of a U.S. M249 Squad Automatic Weapon (SAW) at nearly half the weight of the current SAW. The dual-feed design of the Shrike 5.56 accepts standard 30-round M16 magazines and M27-linked SAW ammunition in 5.56x45mm NATO (.223 Rem.), and fires at a rate of 625 to 800 rounds per minute. It also features a quick-change

barrel that allows the user to swap barrels in less than three seconds.

The Shrike’s self-regulating gas-piston system is cleaner than the legacy direct-gas system.

“We have spent countless hours refining and perfecting the Shrike design, ultimately leading to the unique offering available today,” said Geoffrey Herring, president of ARES Defense Systems.

The design even allows users to perform most opera-

tions without having to remove their hand from the pistol grip. It features a co-planar hand guard and MIL-STD-1913 Picatinny rails on the top cover for mounting optics and accessories.

“Our research and develop-ment team is confident that the mission-configurable Shrike 5.56 delivers on our promise of an innovative weapons system that will exceed the performance stan-dards required by users in the field,” said Herring.

The Shrike 5.56 packs a punch, but handles with quickness and ease in the tactical field.

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news br iefs

On the Move New promotions and recent hirings in the industry

Cameron GranthamBenchmade Knife Company promot-ed Cameron Grantham to inter-national business development man-ager. He will help drive growth and performance, pri-marily in interna-tional markets.

Joseph SyringCrosman announced the appointment of Joseph Syring as its national sales man-ager. Syring, who replaces Brad Webb, joined Crosman in 2010 and will oversee all aspects of North American sales.

Dean Alberga Dean Alberga has been hired by Easton Technical Products as the marketing and pro staff representative to the European market. He will represent Easton to the European Target Archery Factory Team.

Rob MorrisonLeupold recently hired Rob Morrison as vice president of marketing. Morrison will lead global branding, advertis-ing, trade market-ing, and product development efforts for all Leupold and Redfield products.

Cyndi Flannigan Industry veteran Cyndi Flannigan has been named vice president of sales and marketing for newly formed Walther Arms. Flannigan previous-ly represented Hornady in various sales management roles.

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Greylock Gear Debuts Holster LineLike a confident cowboy strutting into the local saloon in the Old West, there’s a new player in town—at least in the world of firearms holsters. Greylock Gear and Leather Company, which recently also unveiled an official website, is bringing to market an array of quality leather holsters for the most popular handguns at a mod-

erate price. The new leather company is named for Mount Greylock, the highest natural point in the company’s home state of Massachusetts.

Greylock Gear and Leather designs and manufactures wet-molded holsters from 100 percent Turkish rawhide and hand-finishes and double-stitches them for extra

durability. Greylock does not use chemi-cals in the tanning process, making use of only natural ingredients to provide a consistent, quality finish for the leather holsters.

The company currently carries holsters for a variety of full-size pistols, such as the Glock 17 and 22, the Smith & Wesson M&P, the Beretta 92 and 96, and the Ruger SR9/40.

The company’s lineup of compact pis-tol leather holsters includes carry systems for the Glock 19 and 23, Smith & Wesson M&P 9.40C, the Ruger SR9/40C, Ruger LC9, and the Walther PK380 and PPS.

For the sub-compact, concealed-carry owner, Greylock features a sub-compact revolver leather holster fitting Smith & Wesson J-frames, the Ruger LCR, and the Charter Arms Undercover.

On the sub-compact pistol side, the Greylock holster fits the Smith & Wesson BGA380 and the Ruger LCP, as well as the Walther PPK.

Greylock promises to continue to expand its holster line with more models in the near future, while intending to keep the price points moderate and budget-friendly. Future designs will include both inside-the-waistband clip-on holsters and shoulder holsters, as well as a variety of leather products for firearms owners.

Firearms retailers and dealers interested in carrying the Greylock line of holsters and leather goods can find more informa-tion online at greylockgearandleather .com, or they can call its distributor, Camfour, at 413-564-2300.

Greylock holsters are available for many major pistol brand models, with additional leather designs in the works.

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news br iefs

Winchester Ammunition Expands Its AA Line with 20-Gauge Featherlite Winchester’s AA shotshells are the unanimous choice for the USA Shooting Shotgun Team, and have also proven popular with consum-ers. Because of such popularity, Winchester recently added the Featherlite, a new 20-gauge load, to the AA lineup.“Our new, 20-gauge Featherlite

AA shotshells are high-perfor-mance, low-recoil training loads for sporting clays, trap, and skeet,” said Brett Flaugher, Winchester Ammunition’s vice president of marketing and sales. “This new Featherlite load was designed to address recoil—which is a concern among many sport shooters.”

Winchester AA shotshells are designed to meet every shooter’s need, whether it is competing in a local or national competition, or just practicing at a range with friends and family. They are designed with the Winchester High-Strength Hull for increased reloadability. In addition, AA loads use Winchester’s proprietary one-piece plastic wads, clean-burning powder, and hard shot for consis-tent pattern performance.

Specifications for new Winchester AA Featherlite shotshell:Gauge Shell Oz. Velocity Shot length Size

20 2 3/4 in. 7/8 980 8

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NEWS BR IEFS

Glock to Honor American Veterans Honored American Veterans Afield (HAVA) recently announced the addition of Glock to its growing list of shooting-sports industry sponsors, as the leading pis-tol maker committed to a multi-year program of support for the organization. Glock will provide financial support and products for the organization’s shooting events, and Glock per-sonnel will volunteer their time and expertise to enhance the active outdoor experience for the American heroes that HAVA serves.

Glock joins fellow gunmak-ers Smith & Wesson, Ruger, Mossberg, and other companies in providing primary support for HAVA, which offers a non-competitive way for numerous industry manufacturers to give back to wounded warriors and support veterans in a number of ways.

“HAVA represents the best of what our industry offers and allows us to show our gratitude for the enormous commitment of these heroes. Glock is pleased to add its name to the impressive roster of shooting sports companies who are taking responsi-

bility for these Americans who have given so much in the cause of freedom,” said Gary Fletcher, Glock’s vice president.

“HAVA events are conducted to the highest ethical and safety standards, and we look forward to partnering with them in this effort,” continued Fletcher.

“Rebuilding the confidence of these wounded warriors so they can cope in the 21st cen-tury is one of the highest call-ings of our time, and our employees are eager to volun-teer in this effort.”

“We are elated that Glock has joined us in supporting our mission of providing active outdoor opportunities for dis-abled veterans and injured

active duty personnel who have served the cause of freedom so well,” said Tom Taylor, HAVA’s chairman.

“Glock recognizes that this cause is an essential one and that all of our sponsor companies can make a difference in this vital work,” continued Taylor. “Our focus is all about serving the wounded warrior, and we are honored to walk with Glock in this effort.”

Nikon Releases Long-Range M-223 Scope for AR PlatformThe new big brother of the Nikon M-223 lineup has arrived. The M-223 4–16x42 AR riflescope, with a high magnification zoom range and lock-ing side focus parallax adjustment, lays down a serious power range for long-range shooting. Designed for speed and accuracy, this new rifle-scope will help maximize the performance of an AR platform rifle and the .223 Remington round—from zero out to 600 yards.The M-223 4–16x42 BDC 600 utilizes precise, tactical-style turrets with a Zero-Reset feature to get zeroed-in quicker and maintain set-

tings—even with repeated recoil. The BDC 600 reticle was devel-oped specifically for the trajectory of the .223 Rem./5.56mm NATO round. It offers shooters open-circle

aiming points and hash marks from 100 to 600 yards. SRP for the M-223 with the BDC 600 reticle is $499.95; SRP for an M-223 Nikoplex is $479.95.

Like all Nikon scopes, the M-223 is optimized for use with Nikon Spot On ballistic match

technology, which can be purchased for smartphones or tried out free at nikonhunting.com/spoton.

SHB0912_NEW.indd 10 7/17/12 2:34 PM

COMBAT TOCOUNTERTOP

Gerber, the leading direct supplier of knives and

multi-tools to the US Military, introduces a tiered

sales program designed for the specific needs of

tactical retailers.

The new Tactical Dealer Program is a focused

assortment of Gerber products including American-

made autos, fixed blades and folders alongside battle-

proven multi-tools: a collection of acclaimed

military staples, and the latest in everyday carry.

The Tactical Dealer Program includes the new

standard in retail displays, and is backed with best-

in-class marketing support.

Learn more at:

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NEWS BR IEFS

Mossberg Announces Support of Armed Citizen AllianceO.F. Mossberg & Sons is supporting a new initiative called Armed Citizen Alliance (ACA). The mission of the new organization is to pro-vide an avenue for “ordinary citizens” to practice, train, and become familiar with the use of concealed-carry handguns and other personal defense firearms through an organized recreational context that simu-lates real-world situations.

Mossberg, along with many other nota-ble industry companies and key profes-sionals, is in full support of this program. The company’s vice president of sales and marketing, Tom Taylor, serves on the ACA Advisory Council. ACA aims to provide the concealed-carry

and personal defense community and industry with an organization and a program to which personal-defense firearms customers can turn as their “first-contact” point for practice and familiarization.“We feel that this new organization fills a significant need to allow

millions of new and existing gun owners to exercise use of their personal defense firearms in a practical way,” said Taylor.For complete details on Armed Citizen Alliance, visit the website at

armedcitizenalliance.com.

Aloha, Bushnell Bushnell Outdoor Products has announced a new promotion known as the RainGuard HD Hawaiian Rainforest Adventure Sweepstakes (rainguardhdadventure.com). The patented RainGuard HD tech-nology is a permanent, water-resistant, and antifog coating on Bushnell products that causes moisture to bead up and scatter less light, giving users a clear sight picture in unclear conditions. No purchase is neces-sary to enter or win the sweepstakes, which runs through December.

The grand prize of the sweepstakes is a Hawaiian vacation, which includes round-trip air transportation for two persons to Kauai, Hawaii, room accommodations for three nights at Outrigger Kiahuna Plantation Resort, an adventure activity package, and a Bushnell RainGuard HD product package.

Four additional prize packages will be awarded:

First Place Prize (3 winners) » Bushnell Legend Ultra HD 8x42

Binocular» Bushnell Legend Ultra HD 12–36x50

Spotting Scope » Bushnell Backtrack D-Tour GPS

Second Place Prize (5 winners) » Bushnell Legend Ultra HD 8x42

Binocular

Third Place Prize (50 winners) » Bushnell BackTrack GPS

Fourth Place Prize (500 winners) » Bushnell RainGuard Rain Suits

Sweepstakes entrants can win a binocular or a GPS, among other prizes.

SHB0912_NEW.indd 12 7/17/12 2:34 PM

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NEWS BR IEFS

Kahr Arms Donates $50,000 to Wounded Warrior ProjectKahr Arms, and the family of firearms that also includes Magnum Research and Auto Ordnance, recently made a $50,000 donation to the Wounded Warrior Project (WWP).

Founded in 2003, the Wounded

Warrior Project raises awareness of the needs of injured service members and enlists the public’s aid. Through unique programs and services, the WWP assists injured military men and women as they rebuild their lives. Thousands of wounded warriors and caregivers receive support each year through WWP programs designed to nurture the mind and body, and encourage economic empowerment.

The donation from Kahr is in keeping with the effort that the company started several years ago, to demonstrate its patri-otic pride in U.S. soldiers.

Kahr Arms’ catalogs and websites are dedicated to the men and women serving in the armed forces, and Kahr Arms sources its products components exclu-sively in the United States.

LMT’s New Pig Man Package Lewis Machine & Tool Company (LMT), an Illinois-based com-pany that designs, prototypes, and manufactures small arms, accessories, and tooling com-ponents, is ready to pig out. As part of its exclusive endorse-ment deal with Brian “Pig Man” Quaca of Sportsman Channel’s television show, Pig Man: The Series, the manufacturer is now making a “Pig Package” avail-able to dealers.The Pig Package is a LMT

Signature Model MWS .308 with a 16-inch chrome-lined barrel in a 1:10-inch twist. Other features include a two-stage trigger group, an ambi-selector, and an ambi-mag release. The weapon system also comes complete with an engraved Leupold VX-R HIG 1.25–4x20mm FireDot Pig Plex with a Mark 2 IMS mount. It ships with a sling, manual, tactical adjustable rear sight, tactical front sight, and one 20-round magazine. SRP is $3,488.96.“These are the weapons

residing in the hands of our U.S. men and women on the front lines,” said Quaca. “And if it’s dependable enough to defend our freedom, I have no hesita-tion dusting a few dozen pigs with it in the field.” Pig Man’s third season is currently airing on Sportsman Channel.

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NEWS BR IEFS

Brunton’s New Icons Brunton Hunting recently intro-duced its new Icon series of bin-oculars and scopes. The Icon binoculars feature

SK glass paired with SHR Nano Coating Technology. An inter-changeable eyecup system allows users to choose between a normal eyecup and a flared eyecup for increased comfort and reduced glare. The binocu-lar’s lightweight magnesium frame and short bridge design reduce weight and create a larger surface area for good handling. The binoculars are shock-, water-, and fog-resistant, with rubber-coated magnesium alloy grip frames. Brunton’s Halo warranty ensures immediate replace-ment of any Icon binocular, for any reason, anywhere, for life. The Icon spotting scopes—in

an angled and a straight design—also feature SD glass with SHR Super High Resolution coatings, nitrogen-filled water-proof and fogproof housing, an armor coating, and 17mm of eye relief. Both scope models are available with 20–60X or 20–50X wide-angle eyepieces, and weigh 70.4 ounces. The Icon Angled Spotting Scope is 15 inches; the Straight is 16 inches. SRP for each is $3,900.

Steyr Drops Pistol PricesFor a limited time, Steyr Arms has reduced prices on its line of pistols. All M-A1, S-A1, and C9-A1 handguns will carry an SRP of $560, saving consumers $89.

All three pistols are functionally identi-cal, with variations in barrel lengths, grips, and capacities. The M-A1 is the full-size pistol with a 4-inch cold-hammer-forged

barrel, a full-length grip, and a high-capaci-ty box magazine, while the S-A1 is the compact pistol with a 3.6-inch barrel, short-ened grip, and a 10-round magazine. Each is available chambered in 9x19mm Luger or .40 S&W. The C9-A1 is available only in 9mm, and features a 3.6-inch barrel, a full-length grip, and a high-capacity magazine.

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FROM THE NSSF


UPDATEBY RANDY CLARK, NSSF MANAGING D IRECTOR, BUSINESS DEVELOPMENT

NSSF’s Wide Range of Retail Services

Membership provides tremendous benefi ts

T he National Shooting Sports Foundation (NSSF) has now grown to more than 7,000 members. This impressive list of industry personnel is made up of many different categories, the

largest of which is retail members—both independent and chain retailers. NSSF consistently seeks to provide membership benefits that meet the needs of this large and important contingent, from helping to streamline business costs to furnishing further education.

When a retailer considers signing up for membership, the first question usually asked is, “What’s in it for me?” NSSF is proud of the long and substantial answer, and this article and the other five pages that make up this “Special NSSF Retailer Services Section” will touch on many of the benefits retailers receive when joining NSSF.

One of the most exciting offerings NSSF provides retailers is in-store training for compliance with the governing regula-tions of the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF). NSSF has retained a number of seasoned profession-als who will come to your store for a day of training in all areas of compliance (see “NSSF Delivers Value” in this special sec-tion). This is a cooperative program in which the member pays only $499 and the NSSF picks up the remaining fee and the travel expenses of the consultant.

In addition, NSSF endorses a retailer insurance policy offered by Joseph Chiarello and Co. Inc. (see “From My Side of the Counter,” also in this special sec-tion). In addition to being competitively priced, the policy and endorsement include $25,000 coverage for ATF enforcement action. Retailer members purchasing this policy receive both liabili-ty insurance coverage and assistance in protecting their licenses from an ATF enforcement action.

Within this theme of compliance is another NSSF membership benefit—an NSSF-designed overlay for the ATF Form 4473. This overlay, free to retailer members, helps the retailer avoid critical mistakes that could be made when completing the 4473 form.

If a retailer member needs to have pro-fessional legal consultation, the NSSF pro-vides a one-time free consultation with a lawyer who has more than 25 years of experience in the field of firearms law. This attorney is widely regarded as one of the nation’s leading legal experts on the Gun Control Act and ATF licensing and regulatory matters, including license revocations.

Education is a must, because the retail industry is constantly evolving. On the day before the SHOT Show exhibit floor opens each year, NSSF presents SHOT Show University, a day-long event specifically for firearms retailers. Its “curriculum” is a framework of many different subjects to help the firearms retailer stay on top of his or her game. Though it is open to all SHOT Show attendees, NSSF retailer members are given a significant discount on the registration fees. Incidentally, during the SHOT Show, NSSF members receive preferential treatment in other ways, including free access to the Member Lounge and Business Center.

A series of books have been created for NSSF’s retailer members to help them operate their businesses. In fact, the titles of each end with “…for the Firearms Retailer.” They are: Employment Guide, Financials, How to Write a Business Plan, Merchandising Guide, and, to be published later this year, Advertising and Marketing. These operational handbooks are free to the retailer members.

The NSSF also provides extensive research and analysis of special value to retailers. Much of it is free, and for the studies and reports for which there is a

charge, NSSF retail members receive a significant discount.

Education comes in many forms, and another way NSSF continues to educate its firearms retailer members is through communications vehicles. Bullet Points, Legal and Legislative Alerts, SHOT Business magazine and the NSSF Member News e-newsletter are some of the con-duits through which helpful information is sent in a timely manner.

Another benefit to our retail members is the posting of their store on the NSSF retail locator section of the NSSF website, a helpful guide for prospective shoppers and suppliers. NSSF has fostered a Boy Scouts Range Grant Program, which grants money to local Scout Councils for purchases that can be made only at a retailer member’s store, and the website listing is the beacon to member-owned establishments.

This page in the magazine provides an incomplete overview of NSSF member benefits for retailers; many other benefits are offered.

Retailers who wish to learn more about the benefits of NSSF membership can con-tact NSSF Director of Member Services Bettyjane Swann or NSSF Member Services Coordinator Samantha Hughes at the NSSF headquarters at 203-426-1320.

Randy Clark NSSF Managing Director, Business Development

SHB0912_FRM.indd 19 7/17/12 12:36 PM

20 ❚ SHOT BUSINESS ❚ AUGUST/SEPTEMBER 2012

UPDATE

©ISTOCKPHOTO.COM/C

HRISTIAN DELBERT

NSSF Now Offers Retail Members HotlineNSSF members can greatly benefit from a new service: NSSF’s Retail Member Hotline. The new toll-free hotline—855-FFL-NSSF (855-335-6773)—will bring calls in to NSSF headquarters on a 24/7 basis. If questions regarding compliance, transactions, legislation, or any other topic cannot be answered at the time of the call, an all-out attempt will be made to provide the answer within 24 hours (although calls placed on Saturday may not be addressed until the following Monday).“This is yet another service we

have designed to benefit our retail-er members,” said Randy Clark, NSSF managing director, business

development. “We work closely with our members and with the Bureau of Alcohol, Tobacco, Firearms, and Explosives to help our retailer members understand and fulfill their obligations under the Gun Control Act and other ATF regulations.”

The phone’s actual location is in the office of Patrick Shay, who holds the recently created position of NSSF’s director of retail develop-ment. “One of the key aspects of my

job is working with our retailer members to help them not only improve their businesses, but also, and more important, stay in busi-ness,” Shay said. “We plan to get our Federal Firearms Licensees and their staffs the answers to their pressing questions through this hotline.”

NSSF’s new retailer hotline promises answers and assistance within 24 hours of the initial call.

SHOT Show University Set for Jan. 14, 2013

One school opening that retailers in the firearms industry can always count on occurs the day before business on the SHOT Show exhibit floor begins. Instead of the crowd of 60,000 that fills the aisles and booths during the run of the show, a few hundred attendees will be occupying classes to listen to presentations from established leaders in their respective fields. All of the sessions are designed to make retailers and range owners better at what they do.

SHOT Show University is the official name of this day of seminars, and it has been described as a “can’t miss” experi-ence by both relatively new and veteran retailers in the hunting and shooting industry. This year’s SHOT Show University will be held at the Sands Expo and Convention Center in Las Vegas on Monday, Jan. 14. It is a daylong affair, allowing time not only to hear presenta-tions and ask questions during the ses-sions, but also to share problems and per-spectives with fellow industry members throughout the day.

“By sharing problems with other attendees, you quickly discover that the challenges you may think are unique to you are actually faced by many other

people in your position,” said Randy Clark, NSSF’s managing director of busi-ness development and the unofficial dean of SHOT Show University. “It’s not only reassuring to learn you’re not the only one with a particular problem, but it is also really satisfying to realize that their solution just might work in your situation, too.”

The cost for this full-day event, which runs from 8 a.m. to 6:30 p.m., is $150 for NSSF members—a $100 savings from the fee charged to nonmembers. Included is lunch and then a reception to cap the event. Registration for SHOT Show University is available at shotshow.org at the same time as or after registering to attend the SHOT Show.

SHOT Show University offers valuable

seminars for retailers and range owners.

SHB0912_NSF.indd 20 7/17/12 12:42 PM

© 2012 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business®, SHOT Show® and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundation’s prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.


Reading List for RetailersRunning a firearms retail busi-ness has its challenges that retailers in other industries don’t have to tackle, and trying to find reference books that truly address the issues involved can be a frustrating pursuit. Recognizing the void in

available literature, NSSF com-missioned Tom Shay, a fourth- generation small-business owner and popular retail speak-er, to write books that were tai-lored to retailers’ specific needs.The result of that assignment

is a series created for NSSF’s retailer members. Each book is virtually a manual to help fire-arms retailers operate their busi-nesses. The series includes: Employment Guide for the Firearms Retailer; Financials for the Firearms Retailer; How to Write a Business Plan for the Firearms Retailer; Merchandising Guide for the Firearms Retailer; and Advertising and Marketing for the Firearms Retailer, due later in 2012.Pdf versions of these

operational handbooks can be downloaded for free at the members-only section of the NSSF website.

“Don’t Lie” Helps Educate Retailers and PublicUnderstanding the importance of cooper-ating with law enforcement, the firearms industry, through the National Shooting Sports Foundation, has for nearly a decade partnered with the Department of Justice’s Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) and the Office of Justice Programs (OJP) to assist law enforcement in educating firearms retailers to be better able to identify and deter ille-gal straw purchases and to raise public awareness that straw purchasing is a serious crime.

Public service announce-ments on the air, on the sides of buses, and through other means have warned that convicted felons, minors, persons determined by a court of law to be “mentally defective,” and certain oth-ers are prohibited by law from buying a firearm.

The message is, “If a friend or relative asks you to lie to the federal government or to a federally licensed firearms dealer

to try to buy a gun for him or her, don’t do it! It’s not worth 10 years in jail. Whatever you do, Don’t Lie for the Other Guy!”

To help retailers detect and deter such straw-purchase attempts, NSSF has devel-oped videos portraying scenarios where a potential straw purchase is attempted,

detected, and denied. That video, A Retailer’s Guide to Recognizing and Deterring Straw Purchases, can be ordered by Federal Firearms Licensees at dontlie.org as part of the free “Don’t Lie for the Other Guy” Retailer Tool Kit.

The kit also includes a “Don’t Lie” brochure, which is a compan-ion guide to the DVD; two posters (also available in Spanish); a 4-inch logo decal; 2-inch square buttons; “Don’t Lie” Post-it Notes; and a “Don’t Lie” counterfeit money detector pen.

In addition, free “Don’t Lie” counter mats can be ordered from Ann Siladi, who can be reached at [email protected].

New Online Compliance Resource CenterNSSF’s new Regulatory Compliance Resource Center now provides one conve-nient and centralized hub devoted to help-ing industry members operate their busi-nesses in compliance with the ever- changing terrain of laws and regulations. The website offers an array of practical and essential compliance resources, including articles, videos, products and solutions, on-demand training courses, and much more.

Federal Firearms Licensees can also order free Don’t Lie for the Other Guy Retailer Tool Kits and access information about NSSF’s ATF compliance consulta-tion program and NSSF-endorsed Firearms Business Insurance, providing up to $25,000 in defense coverage against

any ATF record-keeping or administrative action.

Enter nssf.org/compliance to visit the Regulatory Compliance Resource Center and familiarize yourself with the many compliance aids NSSF can provide.

NSSF’s new site offers resources to help members stay compliant with changing laws and regulations.

SHB0912_NSF.indd 21 7/17/12 12:42 PM

UPDATE

Imagine having an experienced former official with the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) come to your store to review your layout, your procedures, and your documentation. He applies his experience

and expertise to your business and makes recommendations on how you can improve your system of compliance to minimize the possibility of any violations should you be inspected by the ATF. To top it off, because you are a member of the National Shooting Sports Foundation, all but $499 of the adviser’s fees and travel expenses for this private consultation are paid for by NSSF. Learn more about this remarkable opportunity atwww.nssf.org/retailers/consultants.

NSSF Delivers Value ONE MEMBER ’SEXPERIENCE

Member: Robin Ball, owner

Business: Sharp Shooting Indoor Range & Gun ShopSpokane, Washington

Description of Business: “My husband, Steve, and I opened Sharp Shooting Indoor Range & Gun Shop in 1995. The business has continued to grow every year, and our outlook for the future is bright. We employ 18 people to cover being open seven days a week. In the beginning, the range was the biggest piece of our puzzle, but retail sales and classes are now equally important. With gun sales increasing, record keeping has become even more crucial.”

Experience with In-Store Compliance Consulting: “The benefits of using the National Shooting Sport Foundation’s in-store compliance consultant for our store were invaluable! The service offered by NSSF gives the retailer a former ATF compliance adviser who knows the ATF side as an inspector, and knows the retail side from doing inspections on behalf of retailers around the country. Their expertise is up-to-date and broad. Wally Nelson, former ATF deputy assistant director with 33-plus years of ATF experience, inspected for us, and before his visit we went through our records, did our own in-house audit, talked again about where our weaknesses might be, and went over a list of questions we had prepared for his visit. Wally fine-tuned our system, reinforced what was good, and made valuable suggestions for improvements. We know there is no such thing as being too careful with firearms records, and having this service available is an incredible bonus for our industry.”

Value of NSSF Membership: “We joined the National Shooting Sports Foundation during the early stages of our development. After 17 years, we believe the value we have received is much greater than the cost, and we continue to gain value through so many of the resources available. We have ordered the customized market survey three different times to watch the changes in our local business climate that we might not have known without it. We have used the various range resources many times, and the staff at NSSF is so responsive to questions, they are like having our own highly trained board of directors.”

Interested in NSSF Membership?

Promoting the great American tradition

of hunting and shooting is what the

National Shooting Sports Foundation

is all about. For our members, it’s more

than a sport; it’s a way of life. Join

the more than 7,000 companies and

individuals who have already discovered

that NSSF Delivers Value! To learn more,

visit www.nssf.org/join or contact

Bettyjane Swann, NSSF director of

member services, at 203-426-1320 or

[email protected].


In-Store Compliance Consulting

SHB0912_DEL.indd 22 7/17/12 12:38 PM


UPDATEBY RANDY CLARK, NSSF MANAGING D IRECTOR, BUSINESS DEVELOPMENT

YOU SHOULD KNOW

A New Position to Serve NSSF Retail MembersPatrick Shay joins staf to focus on retailer member needs and services

A s the National Shooting Sports Foundation’s (NSSF) ranks con-tinue to grow to unprecedented heights, the focus on the needs of the ever-growing membership is critical to the con-

tinued success of NSSF. That certainly is true for the largest growing segment of members—the firearms retailer.

NSSF has always been the leader in pro-viding the firearms retailer benefits and programs to help retailers conduct their business in an ethical, professional, and profitable manner. Firearms retailers, along with other retail businesses, are for-ever operating in a changing landscape. The old days of the downtown hardware/sporting-goods store, cherished memories though they are, have given way to the retailer of today. The modern retailer operates on razor-thin margins, has com-petition from all walks of life, and faces changing merchandise trends. He—or she—is scrutinized by government offi-cials overseeing record-keeping proce-dures and by demanding consumers who are better educated than ever.

NSSF continues to anticipate and meet retailers’ educational needs, teaching busi-ness skills via seminars such as SHOT Show University, and holding Retail Education Seminars across the country to provide FFLs and their staffs with impor-tant guidance on regulation and compli-ance. Training videos and webinars that run the gamut from firearms inventory to add-on sales are also available to firearms retailers.

Now, the changing climate of the retail landscape is creating several new challenges to and opportunities for the firearms retail-ers. Social media in all of its forms are on the forefront and being utilized by consum-ers in a variety of ways. And as rudimenta-

ry as the basics of customer service are, the fact that buying habits are continually changing means that the specifics of cus-tomer service are transforming themselves to meet new situations.

To meet the ever-changing needs of the firearms retailer, NSSF took a serious look at its infrastructure and decided that the organization could best serve that seg-ment of its membership by creating a full-time retail liaison. The new post —Director, Retail Development—will be a full-time position dedicated both to main-taining the established groundwork that has been laid for our retail members and to provide firearms retailers the pathway needed to keep them on the cutting edge.

Enter Patrick Shay. Shay comes to NSSF from Midway USA. He has 15 years of experience in the retailing of shooting and hunting products. During his tenure at Midway, Shay distinguished himself in the positions of publications manager, product- line manager for optics and reloading, promotions manager, and, most recently, international sales manager, where he oversaw the development of retailers in 35 countries. He will serve NSSF member retailers by addressing any issues they identify regarding dealing with the ATF, FBI, manufacturers, and distribu-tors, and by providing sales support and general resources for whatever needs they have. Furthermore, Shay will provide retailer members with information on emerging trends within the industry and in retailing in general.

Patrick Shay can be reached at NSSF headquarters at 203-426-1320 or via e-mail at [email protected].

Patrick Shay will serve NSSF

member retailers by addressing any issues with the ATF, FBI, manufacturers, and distributors, and by providing

sales support and general resources.

SHB0912_YSK.indd 23 7/17/12 12:44 PM

Insurance for the Firearms RetailerAn NSSF-endorsed policy that even provides for ATF proceedings

A high priority for the National Shooting Sports Foundation is helping retailers maintain compliance with all requirements of the Bureau of Alcohol, Tobacco, Firearms, and Explosives

(ATF). The support NSSF offers to help retailers achieve ATF compli-ance is impressive, including cost-defrayed consultations with former ATF officials to review a retailer’s record keeping and recommend busi-ness practices to ensure ATF compliance; a concerted “Don’t Lie for the Other Guy” campaign to help retailers spot illegal straw purchases; free retailer education seminars held in conjunction with FBI-NICS; and a number of publications, online training courses, and videos designed to help reduce exposure to risk. NSSF’s ongoing support system provides retailers with the resources and tools they need to put in place, at low cost, a highly effective ATF compliance program so they can pass an ATF inspection with flying colors. But what if for some reason you don’t get high marks from an industry operations inspector (IOI)?

NSSF approached us, a long-established insurance firm, explaining that retailers have special needs, including insurance to help protect them when facing an ATF licensing proceeding. We have responded by providing a policy that fits perfectly into NSSF’s overall process of retailer edu-cation and protection.

Worth the Expense» Unfortunately, retailers often say that the cost of insurance is a major expense associated with operating their business. They believe that insurance premiums can be a great place to start saving money and that purchasing minimal limits, substan-dard coverage, or, in some cases, no insur-ance at all can be a wise business decision. Over the long term, however, such cost-saving measures can prove to be costly mistakes. For this reason, NSSF has worked with our company to offer a poli-cy tailored to the firearms retailer.

For a small, start-up firearms retailer, the average annual commercial general lia-bility premium in the Joseph Chiarello & Co. Inc. Firearms Business Insurance

Program is $1,000 per year. That is less than $20 per week. For that nominal amount we will set aside $1,000,000 to cover each covered claim, with a limit of $2,000,000 per year. These limits are for settlement and judgments against you, and are not diminished by defense expenses, such as investigators, attorney fees, and expert witness fees. In brief, this is $1,000,000 in protection against allegations of bodily injury or property damage caused by your business operations. Business operations include: improperly repairing a firearm; selling a product when the manufacturer has no insurance, has gone out of business or has declared bank-ruptcy, or the manufacturer’s limits of insurance have been exhausted on other claims; or simply when someone slips on an icy sidewalk in front of your store.

A Strong Defense» The Chiarello Firearms Business Insurance Program has been defending firearms-related claims for more than 30 years. The program provides the knowl-edge and experience to defend claims, but

it also has paid judgments in excess of $5,000,000 on behalf of its policy holders.

There is another very special feature of the insurance, which is a key to NSSF’s endorsement: For an additional premium of $100, a small retail business can pur-chase the ATF Proceedings Endorsement. This endorsement will pay reasonable and necessary “defense costs” in defense of any proceeding (warning conference, revoca-tion hearing, and/or judicial review) com-ing out of any record-keeping or other administrative action brought by ATF.

Covering Legal Fees» Under this endorsement, the Firearms Business Insurance Program will defend policyholders for up to $25,000 against any proceeding to which this insurance applies. This means we will work with you to select an attorney or other profes-sional knowledgeable in such proceedings and recognized to practice before the ATF. For example, if your business is cited for record-keeping violations following an ATF compliance audit, this coverage will help you prepare your response to the ATF. You will be given the tools needed, including attorneys, to respond to the ATF to prevent the forfeiture, suspension, or revocation of your FFL.

A reputable insurance broker with knowledge of the firearms industry is rec-ommended when reviewing options for insuring your business. That is why NSSF has worked closely with Chiarello & Co. to develop an insurance program it would want to endorse. Of course, retailers have access to a variety of other valuable assis-tance as part of NSSF’s complete menu of retailer education and protection, and our insurance program, featuring the ATF Proceedings Endorsement, has become a key part of that overall program. What makes our insurance policy so unique is that it provides both general commercial liability insurance and legal help in the event of an ATF licensing proceeding.


BY JOSEPH CH IARELLO, V ICE PRES IDENT, JOSEPH CH IARELLO & CO.UPDATE

FROM MY S IDE OF THE COUNTER

SHB0912_MYS.indd 24 7/17/12 12:39 PM

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SHB_FULL_PG_BLD.indd 1 7/13/12 10:54 AM


BY SCOTT BESTULFY I

Marketing Made EasyWith its Scent Control clothing line product launch, Under Armour covers all the bases

O ne of the most common complaints of retailers asked to offer a new line of product—even from a stellar company—is, “How can I sell this to a customer who hardly knows about it?” The

best stores try to educate the customer, but let’s face facts: The more help a manufacturer provides, the quicker folks will plunk down cash.

Under Armour’s marketing and consum-er education mettle will be tested this fall, as it tackles a category that many people are wary of from the get-go—scent control. Love it or hate it, the lawsuit against cloth-ing giant Scent Lok had the nation’s deer

hunters pretty gun-shy about any garments promising scent control. Use the word “eliminate” and you can pretty much guar-antee a run for the exits. Yet Under Armour remains undaunted by such history, and has orchestrated a media blitz for its 2012

launch of Scent Control clothing. After talking to UA’s Koby Fulks and Brooke Everson, I’m convinced this campaign will be a winner. Here are four reasons why.

• New technology in a reputable brand: Under Armour has already established a firm market share among hunters and shooters, and when a company goes down a new road, loyal customers want to follow. “Scent control has obviously been around for a while, and there are proven products to make it happen,” says Fulks. “We’ve incorporated zeolite, which has an estab-lished reputation for odor control in the industrial world, into our clothing. What we liked about zeolite is that it can be cus-tom-engineered to absorb the size scent molecules you want to control. Even better, we could incorporate it into our clothing without compromising the weight, perfor-mance, or quality our customers expect.”

• In-store employee training: Teaching sales associates the benefits of the clothing line is something the company takes seri-ously, says Everson. “We supply tech videos that familiarize the staff with our product. In addition, we’ve got online training . When sales associates are up to speed , we can supply in-store videos for customers, as well as posters and other displays .”

• Outside ad backup: Under Armour will help launch the Scent Control line with a series of commercials that will appear on the popular outdoors television show The Crush . The 30- and 60-second spots will fea-ture Lee Lakosky and will also appear on other popular shows on the Outdoor, Sportsman, and Pursuit channels. Print ads will also appear in the peak gear-buying months of summer and early fall.

• Additional promotion: Under Armour has developed a Facebook page that will allow fans to upload their best hunting pho-tos and give them the UA “Scent Control treatment,” turning the hunter’s eyes a bright green, as featured in the ads. Facebook fans will also be eligible to win a dream hunt and receive a complete set of Scent Control gear. In addition, attendees at the Bass Pro Shops Fall Hunting Classics can win a hunt with a member of the Buck Commander television show.

This well-orchestrated campaign promis-es to be a retailer’s dream: Seamless employee training, attractive in-store ad material, and a broad media presence should have customers ready to spend.

Under Armour’s solid reputation should help bring wary consumers to its new Scent Control clothing line.

New Colors for an Old ConceptScent control is far from a new kid on the block, and introducing a dif-ferent slant on an old idea can be a challenge. “A lot of our efforts are directed toward calling out the differences between zeolite and carbon,” says Under Armour’s Brooke Everson. While simple education is a part of this process, UA is attempting to visually differentiate its technology from carbon by making “velocity green” a trademark of the product. “The color will appear in print ads and TV commercials,” Everson says. “And our Facebook app allows customers to give their favorite photos the ‘Under Armour Scent Control treatment’ by adding green eyes.”

SHB0912_FYI.indd 26 7/17/12 3:49 PM

BC_001807_SHB0912P.indd 1 7/6/12 11:11 AM


BY CHRIS CHRIST IANF IR ING L INE

Stoeger’s Cougar 8045Reliable big-bore power at a budget price

Any dealer knows that price is an important consideration for some customers. That includes those looking for a personal defense handgun. They want a reliable and powerful pistol, but

they don’t want to spend big bucks to acquire it. Introduced in 2010 with a SRP of $499, the Stoeger Cougar 8045 fills that niche.

Chambered for .45 ACP, the Cougar 8045 is a compact semi-auto using an aluminum-alloy frame and steel slide/barrel. The frame is anodized black; the slide features a matte-black Bruniton finish. The barrel measures 3.7 inches; the empty weight is 32 ounces. Unlike other Cougar pistols, the 8045 features a Picatinny rail on the dust cover for lights or lasers. The gun ships with two drop-free magazines that accept eight rounds with little effort. The low-profile, three-dot sights are dovetailed into the slide; the rear sight is drift-adjustable for windage.

Operating controls consist of ambidex-trous slide-mounted manual decocker/safe-ties, a left-side magazine release, and a gen-erously shaped left-side slide release that’s well shielded from accidental activation while firing. The trigger mechanism is a traditional Double Action/Single Action (DA/SA). The first round is fired via a lengthy DA pull; subsequent shots are fired from a shorter SA pull. My gauge measured the DA pull (very smooth, by the way) at 11.2 pounds. The SA pull requires about a quarter inch of take-up slack before break-ing at a crisp 6 pounds, with virtually no creep. The traditional DA/SA trigger pro-vides repeat strike capability should the primer fail to fire on the first trigger pull—a handy feature on a self-defense handgun.

An important feature is the ambidextrous slide-mounted safety. Moving the lever downward to the Safe position rotates the firing pin upward and out of contact with

the hammer, while dropping the hammer and disengaging the trigger. With an empty gun at slide forward/hammer down, the safety can be engaged and a round cham-bered from an inserted magazine by cycling the slide. With a chambered round, the slide can be cycled to clear the round with the safety on. With the slide locked to the rear, the safety can be engaged, a magazine inserted, and the slide release depressed to chamber a round. During any of these operations, if the safety is engaged there is no possibility of an accidental discharge. This feature makes the 8045 one of the saf-est semi-auto handguns I have ever seen .

I assembled a variety of factory JHP self-defense loads , along with some standard 230-grain FMJ ball loads. Bullet weights ranged from 165 to 230 grains. There were no surprises during the 250-plus rounds I fired. The loads the gun “loved” printed five-shot groups just under 2 inches, with no signs of first-round fliers. The loads it didn’t like stayed in the 2.5- to 3-inch range—more than accurate enough for self-defense tasks.

Due in part to its hand-filling grips, I found the Cougar very controllable, even during rapid double taps. Smaller-framed shooters may have problems and be better served with a smaller gun. For everyone else, however, it’s a reliable and powerful performer at a very attractive price. (800-264-4962; benelliusa.com)

The Cougar 8045’s safety can be engaged at any point, removing the firing pin from the equation.

Closing the SalePrice and power will sell this gun to a lot of shooters. But don’t overlook the operation of the frame-mounted safety. Many inexperienced shooters (including many personal-defense customers) are some-times confused by the seeming-ly complex operation of a semi-auto pistol. They worry about accidental discharges and safe-ty. If the counter people can explain the operation of the safety to the customer, those doubts will be erased.

SHB0912_FIR.indd 28 7/17/12 11:35 AM

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BC_002614_SHB0912P.indd 1 7/13/12 2:29 PM


undercover shopper

pixel pushers

Tennessee MSRs for DeerSearching for a semi-auto centerfire for deer in the Chatanooga area?

It could be the beginning of beautiful friendship

Hunters are a very traditional lot. So I was curious about the reactions I’d get when asking about using an MSR-style semi-automatic centerfire for deer hunting. Once I made it clear

that I was interested in .243 and larger calibers, people stopped look-ing at me sideways.

No one was hostile—one was indiffer-ent, and one didn’t think they were the best choice for deer. And in the end, I got my answers and encountered some genu-ine Southern hospitality.

Store AThis bog-box store had a very good selec-tion, but the clerk wasn’t very interested

in selling or recommending anything. It was like torture, waiting for him as he helped a man looking for a new scope. I listened as the customer thought out loud about eye relief, magnification, and objec-tive lens size while the clerk just stood there, ready to hand him scope after scope without saying anything. I ended up in a conversation with the customer because he was obviously looking for some feed-

back before he plunked down $500. Meanwhile, there were several hundred

guns on display, all with trigger locks. About 10 of them were MSR-style rifles chambered in calibers appropriate for whitetail deer, like .243, 5.56, and .308. There were four Remington R-15s in .243 and similar calibers—a great gun for whitetail hunting. There were also five SIG Sauers in 5.56 and .308 —but one of the SIGs had a bolt that would shut when-ever the stock adjustment was moved. This didn’t seem to bother our indifferent clerk: When I called his attention to it, he just put it back on the rack!

The clerk didn’t have any opinions about any of the guns. When asked what he thought was a good caliber for deer, he

said, “.243 and .308, but that’s a little large for deer.”

I asked the clerk if he owned an MSR, and he said he had a SIG in 5.56. I was amazed that he even had an interest in shooting.

Store BI waited about 20 minutes at the gun counter before a clerk came back to that corner of the chain store to help. But first, he walked up to a woman who had just arrived and helped her. She need-ed her husband’s new arrows cut. Ladies first, I guess.

Eventually the clerk showed me their hunting MSR selection: two Remington R-15s in .223 and an R-10 in .308. I asked if people used the .308 for deer. He said they use it for coyotes, deer, var-mints, and target shooting. “We sell about 10 a year, mostly around Christmas, and that’s pretty good for a specialty gun,” said the 20-something clerk.

The glass counters were only about 40 to 50 percent full of optics, laser rangefinders, and other electronics. It looked depressing, like a small town with empty storefronts.

In total, there were about 400

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undercover shopper

guns on display, from .22-caliber target rifles for $139 to muzzleloaders and long-range bolt actions. There were no handguns.

Store CThis chain store drew me in with all sorts of mounts, some local and some exotic. And if those didn’t get me, the 650 guns on display at the well-manned counter made me feel like I was in the right place.

The clerks were welcoming, and the one I spoke with—let’s call him Joe—was very knowledgeable about guns, and deer hunting in particular. He was extremely helpful, clear-speaking, and took an inter-est in my pursuit.

Joe said he was not a big fan of using an MSR for deer hunting, but he didn’t let his opinion dissuade me from my interest. He did recommend several other calibers— he shoots a Tikka .30/06 for deer—but was happy to talk about various calibers and MSR-style guns for hunting deer.

The inventory was very good. There

were about 30 other MSRs, many Smith & Wesson M&Ps in .223, and as many in 5.56 and .308, and one Remington R-15 in .30 Rem.

I thoroughly enjoyed the gun talk, and felt comfortable sharing hunting experi-ences and caliber opinions with Joe. After about an hour, my son actually had to pull me away from the counter.

Store DA small Orvis-endorsed gun and flyfishing store with warm, red-brick walls and puddle-duck mounts all around, this shop had a rich, welcoming feel, and boasted a good selection of fine side-by-sides and over/unders, as well as about 20 higher-end rifles. I didn’t see any MSR-style fire-arms, but the owner, a former military man, was knowledgeable about MSRs for hunting. He said his son insists on an MSR for deer hunting, even though the boy has his choice of high-grade hunting rifles.

The owner recommended a DPMS because he’s sold many to local hunters,

and has heard nothing but good things. I expressed concern about the weight of an MSR, so he recommended the LR308L, “L” for light. He did not have one to show me, but looked it up in an order book, and then online to get the price and the weight (7.9 pounds). We talked more about calibers, hunting, fishing, raising kids, and how we needed to stay in touch with each other.

I didn’t want to leave this store, either.

how’d they Do?Customer Service

Product Knowledge

Product Availability

Winner: store

CThis is the place you’d go before your hunt, and after. The shop has an excellent selection of all sorts of shoot-ing gear, happy hunters behind the counter offering good advice, and an atmosphere to match.

Sportsman’s Warehouse6241 perimeter Dr., Chattanooga, TN 37421

��

store

A The clerk didn’t help, but didn’t hinder my pursuit.

�

i found it hard to believe the indifferent clerk even owned a gun.

��

several remington r-15s and siGs in 5.56 and other deer chamberings.

��

store

B passed over after a long wait. eventually, the clerk

seemed interested in help-ing me.

��

The clerk seemed some-what knowledgeable and frank.

��

Again, a few remington r-15s and an r-10, but nothing overwhelming.

��

store

C short wait. lots of customers, but as many clerks.

��

“Joe” the sales clerk con-versed like a hunting buddy who knows more than you, and is glad to share.

��

About 30 Msrs that could be used for deer hunting were in stock.

��

store

D short wait, quiet store. The owner-operator was eager

to help.

��

The owner is a former military man with passion and experience with Msrs for hunting.

�

No Msrs on the premises, but the owner helped me narrow down guns he could order.

SCoRing SySTeM: Outstanding: �� Very Good: �� Average: �� Fair: �� poor: �

I thoroughly enjoyed the gun talk; after about an hour, my son actually had to

pull me away from the counter.

SHB0912_UCS.indd 32 7/17/12 12:32 PM

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T here are those who believe accessories such as cleaning gear

and shooting glasses sell themselves. Not so. If you’d like to move more gear—and you should, given the margins involved—you and your staff need to know how to get and keep the customer’s atten-tion. This special section will help you do just that.

BY THE EDITORSPHOTOS BY JUSTIN APPENZELLER

SHB0912_ACC.indd 34 7/17/12 12:47 PM


BOOT CAMPAn investment in basic training pays of handsomely By Peter B. Mathiesen

HANDGUNS AND MSRS MAY BE the sweet spot for the average sporting goods retailer, but for those who dedi-cate the time and resources, the foot-wear side of soft goods can be a virtual cash windfall. Everyone who walks through your door is a potential cus-tomer…and the margin on one pair of $200 boots is two to three times that of a $400 handgun.

If you’re new to footwear, there are a few basic rules. First, enlist a trained staffer to manage the department. This individual should be schooled in what makes a good boot, how to properly fit a customer, and strategies to display footwear most effectively. Look to your rep or distributor for help.

Second, create a clean, dedicated space where customers can be fitted. That means having comfortable seating, keeping the area vacuumed (more than once a day), and returning unsold stock to the shelf within minutes.

Third, be selective and define your niche. You don’t have to stock five dif-ferent categories of boots. However, you do need to maintain at least one or two segments with strong displays and a thorough inventory of sizes.

SIZE UP DEMAND One of the best ways to test the foot-

wear pavement is to stock one kind of boot seasonally. Rubber-neoprene foot-wear is a smart way to get started, and is needed by everyone unless you live in the Mojave Desert. Keep it simple by

committing to one brand with two dif-ferent SKUs so your staff can learn how they fit.

As an added bonus, rubber-neoprene boots come in whole sizes, with packag-ing that can be ideal for displays. Consider testing a new brand like Under Armour, because of the company’s high profile and firm pricing. Partnering with a full-line company will make any later line expansion to include hard boots (for hunting and tactical) more efficient, with one source.

A 6-foot stack of rubber boots is a sure sign that you’re in the footwear business. Some caveats with “the stack” display: Consider showing the most non-typical sizes, and put a sign on the display urging customers to ask for help so they don’t tear it down getting their size off the bottom.

Moreover, consider keeping boxes of common sizes against one wall. This system will work well for a small self-service test, but it’s not recommended for more than one SKU with in-depth half sizing.

LOOK AND FIT Few will argue that camo on boots

can be a little much. That said, the stuff sells. The trick is to be pattern-aware for your area and poll your customers to find out if it’s an important selling point for them.

Many bootmakers are limited to one or two camo licenses. That may not be an issue, but in some regions it can

make the difference in a sale.There are some basics your staff must

consider every time they slip a boot on a customer. By late afternoon a custom-er’s fit increases by at least a half size. If cold weather is a factor for treestand hunting, consider going up one full size, because a boot will significantly under-perform if it’s too tight. Finally, realize fit is different from brand to brand; it can even vary within the same company. Never assume a size will fit just because the customer says, “I’m a 10.”

BEYOND THE BOOT Margins on accessories can be impres-

sive, in some cases delivering more than 50 to 80 percent in peak seasons. They don’t take up much space, and most manufacturers have aggressive display programs.

To maximize the performance of their new boots, customers need socks that are clean and in good condition. Tell them premium socks are a bargain, as they’ll keep them in the hunt longer.

Boots with a suggested price of $150 or less usually feature less-than-impres-sive insoles. Adding a new pair of insoles to a sale will allow the newly purchased boot to perform to a much higher standard with more comfort.

Also: Don’t laugh, but it is surprising-ly difficult to find a retail outlet that offers a decent pair of laces. By simply stocking long, heavy-duty locking laces, you offer your customers a service they’ll thank you for.

SIZE MATTERS● Roger’s Sporting Goods in Liberty, Missouri, is a family-run general outdoors store with a heavy emphasis on firearms and soft goods. According to buyer Steve Rogers, the key

element is to stock the correct sizes. “Seventy-five percent of all males in the U.S. wear boots in size 10–12,” he says. “Be sure to carry, and quickly replace, a full run of sizes between 7 and 14.”

If a line is discontin-ued, or is just not sell-ing, he says, get rid of it quickly. Start at 20 percent off, and if that won’t move it, go to 50. Better to break even than to have it take up space that

would be better occu-pied with a stronger seller.

When you get com-fortable selling hunting boots, you can expand. Rogers recommends work boots, light hik-ers, and tennis shoes.

HANDGUNS AND MSRsweet spot fgoods rcate the time and r

SHB0912_ACC.indd 35 7/17/12 12:48 PM

SHB0912_ACC.indd 36 7/17/12 12:48 PM

CONCEALED CONUNDRUMSell a carry method with every concealed handgun By Chris Christian

CONCEALED-CARRY HANDGUN sales are booming, and new models arrive every year. Unfortunately, one crit-ical aspect of a concealed-carry system is often overlooked. A proper “carry meth-od” is as important as the firearm, and it should be part of the sale. The drawback is that there’s no “best” concealed-carry option, and one size does not fit all. Proper fit depends on the carrier’s build, the clothes that are normally worn, and how willing the carrier is to “dress around the gun.” Counter personnel can make a sale here, if they can explain the various concealed-carry options. Here’s a look at the most popular.

POCKET HOLSTERS Designed to fit into a pocket, these hol-

sters provide consistent positioning for the gun, protecting it from debris that could enter the action and cause a mal-function, and breaking up its outline. They are ideally suited to J-frame revolv-ers and sub-compact semi-autos in .32 ACP/.380 ACP. A safe pocket holster must fully cover the trigger. They are popular with men who wear loose slacks, but many women find them a good way to tote a handgun in a purse.

BELT HOLSTERS These can be divided into two catego-

ries—those that ride outside the waist-band (OWB) and those that ride inside the waistband (IWB). They are the most popular concealed-carry option for those

who will choose their wardrobe to accommodate their handgun.

The most concealable OWB models are the so-called pancake styles, which hug the gun tight to the body; many car-riers can conceal a compact handgun under nothing more than an untucked T-shirt. Another option, and one that is very retailer-friendly, is the belt slide.

“Belt-slide holsters are not always gun-specific,” says Steve Denney, a former SWAT cop who is now a multi-certified instructor and general manager for Pro Arms Inc., in Live Oak, Florida . “They’re minimal holsters with an open bottom that can accommodate virtually any bar-rel length,” he says. “With a basic selec-tion, covering our most popular handgun models , we can quickly accommodate a customer who requires a concealed-carry holster, irrespective of barrel length.”

Regardless of the OWB model chosen, a sturdy belt is required but seldom con-sidered. Even the best holster will flap around if fitted onto a flimsy belt.

IWB holsters ride inside the waist-band, and may be attached to the belt with a steel clip or leather snaps. These holsters can conceal even a full-size 1911, but many carriers find them uncomfort-able with large guns. They are, however, ideally suited to the new crop of slim-line single-stack-magazine semi-autos.

ANKLE HOLSTERS These are a practical way to carry a

sub-compact handgun on the ankle

under loose-fitting slacks. The recom-mended carry position is on the inside of the ankle opposite the strong hand. A quality ankle holster should have padding on the rear to protect from abrasion, and it must have a secure retaining strap or thumb break that can be easily disen-gaged on the draw.

PURSES & FANNY PACKS A number of purses on the market

have an integral holster, and are an excel-lent choice for women who wish to carry a gun in their purse. Fanny packs are another, somewhat controversial, option.

“There is a misconception about fanny packs,” says Denney. “Some peo-ple think they scream ‘Gun,’ but not always. If you’re jogging, hiking, or bicycling, they don’t look out of place. That’s what they’re made for, and they’re an excellent place to carry a gun under those conditions.”

SHOULDER HOLSTERS Though popular on TV, shoulder hol-

sters aren’t that popular with those who have had to wear one. Nor are they prac-tical for most. But, in cold climates where heavy coats or lighter sport coats or jack-ets will be worn all day, they provide con-cealment and reasonably quick access.

Experienced carriers understand that there’s no “best” carry system, and often want more than one holster style avail-able to them. That’s good news for those who can explain the options.

CONCEALED-CARRsales ararrivical aspect of

SHOW AND SELL● “A holster sold with every concealed-carry handgun is a value added to the product, and it should happen with every sale,” says Steve Denney. “But you can’t sell what you don’t

have, unless you can show the customer what they will be receiving and then quickly order the product.”

Denney stocks mul-tiple holster models for the most popular guns in his area. If a

customer purchases a more obscure model, Denney can use those holsters to “show and sell,” and then quickly order the appropriate model.

“Some of the larger holster makers will send their regular

dealers updates on current product avail-ability,” Denney notes. “When a new gun comes out, the demand for holsters can be high. But if you follow the updates, you can find out who has product.”


SHB0912_ACC.indd 37 7/18/12 2:51 PM

SHB0912_ACC.indd 38 7/17/12 12:49 PM


THE SHARP EDGEThe fi ner points of selling knives By Christopher Cogley

KNIVES AND GUNS go hand in hand; there aren’t many people who carry a firearm who don’t also carry a knife. Most gun retailers have realized the importance of offering a strong selection of knives, but not all of them have found the secret to successfully converting those knives into actual profits. To do that, it’s important to know the three key elements of selling knives.

KNOW YOUR CUSTOMER It’s common sense: If you want to con-

sistently sell knives to the customers who walk through your doors, the first thing you have to do is understand their needs.

“Start by asking the customer what activities they’ll be using the knife for,” says Meghan Hastie, retail marketing manager at Gerber. “Their answers will help you guide the purchase process and educate them on specific features that are a match for their planned use.”

Although there will almost always be a certain level of crossover in any custom-er’s use of knives, most people will be looking for a knife that falls into one of three categories—hunting/outdoor, mili-tary/tactical, or general purpose/every-day. Once you determine which of these categories your customer is looking for, you’ll know which section of your knife assortment to steer them toward.

Provided, of course, that you have your knives merchandised effectively.

KNOW YOUR MERCHANDISING “Display is key,” says Dan Weidner,

president of Boker USA. “If you stick your knife selection in the back corner of the store, you’re telling your customers that knives aren’t important. You have to treat it as a category, not a sideline.”

That begins with giving knives a sec-tion of real estate in your store that will get noticed. For some retailers with space limitations, carving out a large section to devote to knife sales might not be realis-tic. But if you want to show consumers that you’re taking the category seriously, it’s important to have at least enough space to provide them with a legitimate assortment from which to choose.

“If you have a wider variety, you’re naturally going to sell more knives, so it’s important to offer as many choices as you reasonably can,” says Chris Cashbaugh of SOG Specialty Knives and Tools. “As you choose which knives to offer, make sure you pick quality brands. And carry an assortment of them, don’t just stick with one brand.”

It’s also important to merchandise your knife selection in a way that makes sense to your customers. “Organizing knives by intended use immediately helps guide the customer to the part of the section that has the knives most suited for their needs,” Hastie says. “A shopping experience that is convenient, clear, and direct will help increase sales.”

Arguably the most important element to increase knife sales in your store, how-ever, is the person behind the counter.

KNOW YOUR KNIVES “You have to be comfortable handling

the knife and familiar with its features,” says Cashbaugh. “If you’re timid with it, then the customer is going to be afraid as well, and won’t buy it.”

Familiarity with the products will also help you explain the most important fea-tures of the knife, based on the custom-er’s needs. From the metal in the blade to the material used to make the handle, make sure you can explain the purpose of the knife’s design and how it will ben-efit your customers. At the same time, don’t get lost in the details.

“The biggest thing is just having a gen-eral knowledge of the knife,” Cashbaugh says. “It’s not important to be an expert; just be familiar with the product so you can converse with someone about it.”

Just as with gun sales, sometimes the best way to close the deal is to let the product do the talking. “If you can get the knife out of the case and hand it to the customer, you’re halfway there,” Weidner says. “If you put that knife in a guy’s hands, he’s going to know whether it’s a good knife or not. At that point, you won’t have to say a thing.”

Except, maybe:“Would you like a fire-arm to go along with that new knife?”

THE POWER OF A DISPLAY● There was a time when Rocky Mountain Sports didn’t sell many knives. Then something changed for the Riverton, Wyoming, retailer. “We figured that if we wanted to sell knives, we had to invest in the category,” says general manager

Kevin Hermann. “And the first thing we did was upgrade our dis-play cases.”

It wasn’t an easy decision, especially given the cost of the custom cases and the amount of room they required. “Our stores really aren’t all that big, and it takes a lot

of space to display knives well,” he says. “We tried using the factory display cases, and they just didn’t do the job for us. So we decided it was worth it to invest in good display cases.”

The investment has paid off. In the years since they made the

switch, knife sales at Rocky Mountain Sports have exploded, and continue to grow steadily. “The more we sell, the more we offer,” Hermann says. “And the more we offer, the more we sell.”

Now that’s a pow-erful case.

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SHB0912_ACC.indd 39 7/17/12 4:37 PM

SHB0912_ACC.indd 40 7/17/12 12:49 PM


EYES & EARSHelping shooters protect their bodily assets pays of By Rob Staeger

SAFETY GLASSES AND ear protection are among the most important gear a shooter can have. Let’s face it: No one ever dropped a 10-pointer thanks to his sense of taste.

But it’s foolish to think that safety gear sells itself. There’s a lot to know about it, and the better you can answer your cus-tomers’ questions, the more they’ll be confident that you’ve got them covered.

EYE ON SAFETY “As far as eyewear goes, the trend with

most manufacturers is ballistic-grade shooting glasses,” says Bart Biedinger, retail and rep services manager for ATK, whose Champion brand produces eye and ear protection. In general, shooting glasses are compliant with OSHA’s ANSI-Z87.1 safety rating, designed to protect eyes from the detritus and debris attendant with shooting. But ballistic eye-wear adheres to more stringent military impact-resistance standards and can pro-tect the eyes from a more direct blast.

“We test ours with a 12-gauge and No. 4 steel at 20 yards,” says Biedinger. “The lenses stay intact. They don’t break, they don’t shatter; they have a series of divots in the lens . In the event of an accident, it can save your eyes.”

Safety aside, much of selling eyewear revolves around style. Some glasses pro-tect the eyes while still looking like casu-al shades. Champion now also offers bal-listic-grade eyewear for youth shooters, so they won’t be stuck wearing oversize glasses, compromising their effectiveness.

Similarly, Champion offers over-spec models that allow shooters to comfort-ably wear their prescription eyeglasses underneath the protective eyewear. They might not be the most fashion-forward option, but neither is an eyepatch.

Safety issues will make the sale for you, but fit and comfort will help decide which SKU your customer will walk away with. Encourage them to try differ-ent models…but emphasize the greater safety ballistic glass brings.

SILENCE IS GOLDEN With ear protection—whether it’s

foam or gel earplugs, passive earmuffs, or electronic muffs—decibel reduction is the name of the game. Since you can’t dem-onstrate noise reduction in the store, the Noise Reduction Rating is the measure to point out. But helping customers com-parison shop is a little more complicated than just comparing numbers.

Michael Cottrell, an engineer at Battenfeld, helps break down the differ-ence in protective quality. “Earmuffs will seal out sound better than plugs. A gener-al rule is that foam ear plugs should be ‘de-rated’ by 50 percent, while earmuffs should only be de-rated by 20 percent. So a 31dBA NRR [noise reduction rated] ear plug might only provide 15dBA of real-world noise reduction, but a 25dBA muff may provide 20dBA of reduction, and will actually be more effective protection.”

For more complete protection, suggest wearing foam plugs under the earmuffs. “If you shoot a lot, especially if you’re

shooting at a range, it can get disturbing-ly loud, because it just echoes,” says Biedinger. “Then when you take the muffs off you can still have a normal con-versation with the foam plugs in, but you can still protect your ears.”

Communication is a major selling point of electronic muffs, which will amplify normal sound levels so you can carry on a conversation while still wear-ing them. “Even when you take a safe shot right next to somebody in a tight sit-uation, they’re going to suffer from muz-zle blast,” says Biedinger. “It’s best to wear a muff that encourages keeping it on at all times.”

Another benefit of electronic muffs is the ability to amplify low-level sounds. “It could be a person at the shooting range , or it could be a deer breaking a twig behind you,” says Cottrell. Unlike sound suppression, amplification can be demonstrated in the showroom.

Fit comes into play here as well. Biedinger suggests bringing buyers to the gun counter with the muffs. “If they’re shooting a long gun, have them shoulder the gun and see how it fits, because they fit everybody differently.” Standard ear-muffs are a little bit bigger than a low-profile style. They cut out more sound, but trap and sporting clay shooters some-times can’t use them because of how they position their head on the stock.

Ultimately, a secure, comfortable fit is the most important factor in any eye or ear protection. Even the best gear can’t do its job if it’s sitting on the bench.

TRY BEFORE YOU BUY● “Whenever any-one buys a gun, we recommend they take a lesson on our range,” says Bob Viden, owner of Bob’s Little Sport Shop in Glassboro, New Jersey. “Of course,

they can borrow eye and ear protection then, and we also have some for rent at the range.”

The most impor-tant thing is to put safety equipment in front of the consumer.

“We put a rack of eye and ear protection in a prominent place, so you have to pass it on the way to shoot at the range,” says Viden. “We include a mix of products—middle-of-the-road prices, along

with some high-end and lower-priced pro-tection. There’s a price level for everybody.”

From there, cus-tomers can see the variety of protection available, and decide what’s best for them.

SAFETY GLare among the most imporshooter can haev

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SEEING IS BELIEVINGThe right way to upsell glass By Robert Sadowski

MOST SHOOTERS AND HUNTERS cannot see the difference between a riflescope that costs $50 and one that costs $2,000. To most prospective cus-tomers, all scopes are black tubes with glass lenses plugged into each end. The crucial differences between scopes (and all optics, for that matter, be they binoc-ulars, spotting scopes, or red-dots) are the way the optic is manufactured, the features it offers, and the service after the sale.

QUALITY FEATURES There is little doubt in shooters’

minds that Zeiss offers best-in-class glass, but many shooters do not know that Zeiss has many price points in its line, with a range that begins (street price) as low as $400.

“If we can get customers to look at our products against the competitors,” says Todd Pearson, vice president of sales and marketing at Carl Zeiss Sports Optics, “we most often win, because our products have technical features that other brands just can’t duplicate.” As an example, he cites the Rapid-Z reticle. “It allows quick and easy target holdover with the added ability to estimate range customized for specific

cartridge ballistics. No math, no guess-ing. And customer service after the sale and world-class warranty service are also in our arsenal.”

RELIABLE SERVICE Warranties are also a big selling point

with Leupold, which has a full lifetime guarantee on its Golden Ring product line. “We’re proud to still be American-made,” says Pat Mundy, senior market-ing manager at Leupold, “and we have a heritage of hard-core users who under-stand the needs of customers.”

One of those hunting customer needs was a desire for a simple yet customized reticle for specific cartridge loads. “All ballistic reticle scopes offer a close approximation for elevation adjustments by bucketing up cartridges with similar ballistics,” he says. “The CDS [Custom Dial System] is tuned to a customer’s specific cartridge load and offers shoot-ers a quick, easy, and simple solution with an elevation dial synced up to a specific load.”

“Performance is everything,” says Paul Arnhold, public relations manager for Bushnell Outdoor Products, “If it bears the Bushnell name, it will offer superior performance over every prod-

uct in its class.” Bushnell backs the claims with its Bulletproof Guarantee. If a consumer doesn’t like the product during the first year of purchase, he can return it for a full refund with no ques-tions asked. Not very many brands allow a consumer to use a product for an entire year and then return it, which may sway a consumer hesitant about buying a premium scope.

COATING IS KEY “Better glass and premium coatings

result in better-quality optics for cus-tomers,” he says. “Coatings are some-thing a consumer cannot readily see at a retailer’s counter, but in the field a lesser-quality scope can quickly be seen for what it is—a subpar product. Bushnell coatings include RainGuard HD, which causes moisture to bead up and scatter less light, so users have a clear sight picture in adverse condi-tions.” Another Bushnell exclusive is its Ultra Wide Band Coating, which fea-tures 60 layers of coating on each lens to optimize available light for 99.73 per-cent light transmission.

When selling scopes, make sure your customers have a clear view of what they’re buying.

SIDE BY SIDE ● Neil Delmonico of BTP (Brooklyn Trading Post) in Brooklyn, Connecticut, manages a small,

2,000-square-foot store, and his optics buyers are typically either plinkers or big-game hunters. “Shooters who

want to plink with a .22 rimfire will be satisfied with an inex-pensive scope or red-

dot,” says Delmonico, who sells them on low price and service. BTP will bore-sight the scope while they wait. Big-game hunt-ers outfitting them-selves with a new hunting rifle typically go cheap on the scope, which can be a mistake. “Most guys buy a Model 700 with all the bells and whis-tles, for example, and pricey Nosler Partition

ammo and a Harris bipod, then they top it all off with a $59 scope,” he says.

Delmonico explains that more expensive scopes can take recoil from high-power car-tridges and still hold zero, even when the magnification is increased or decreased. The best tactic the crew at BTP has found to sell scopes is to show a

customer the differ-ences in scopes with a side-by-side com-parison. “Inside the store or just outside the building, custom-ers immediately see the difference in scopes,” says Delmonico. BTP clos-es the sale by stress-ing to the customer that he doesn’t want to miss the trophy of a lifetime because of a cheap scope.

MOST SHOOcannot see the difriflescope that costs $50 and one that costs $2,000. T

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TACTICAL APPEALFashion is as important as function By Peter Suciu

NOT TOO LONG AGO, the old-fash-ioned army/navy store sold surplus mili-tary clothing, boots, and other gear. Even if the items weren’t issued (as in used), they often had a somewhat musty smell that seemed to date back to the Spanish-American War. Today the strate-gy and tactics of selling tactical apparel have changed. Much of the “tactical clothing” today not only looks ready for a serious deployment, but is designed with modern-age fabrics that make it durable, breathable, and, most impor-tant, comfortable.

GOING MAINSTREAM “Obviously over the past two to three

years, a lot of the excitement has been on the tactical side at the SHOT Show. That side of the hall is bustling,” says Brad Ottomeyer, president of the Outdoor Recreation Group for Tactical Gear at Fieldline. “We see this as a morph between hunting and tactical. It looks a little more like what the military uses, but you can wear it casually. Though much of this stuff is not designed for soldiers on the battlefield, nevertheless it has to have that look and functionality and should still last a lifetime.”

The tactical clothing market has also gotten a boost from, of all places, the general media. From documentaries about doomsday to action films, tactical attire is getting a lot of camera time.

“Shooting, hunting, outdoor, and tacti-cal gear have always crossed over each other, but with the tactical gear being showcased on TV, in the movies, and in video games, the civilian market is now seeing how versatile the gear is,” says Andy Chen of Condor Outdoor Products. “The civilian market has always been there, but I think it will con-tinue to expand as more people become aware of the gear.”

Unlike selling firearms associated with military or LE use, which requires your salespeople to be experts, tactical cloth-ing can be sold successfully by anyone who possesses a general, rather than a specific, command of the category. However, it still goes without saying that your staff should know how a MOLLE system works and understand the particular features and functions of the clothing you stock.

...BUT MADE FOR A WOMAN One area that is wide open for expan-

sion is the women’s market, which is growing in leaps and bounds. But you better not try to sell them “boy-sized” clothing; they won’t stand for it. Women are looking for more than just a smaller size of men’s tactical clothing.

“We have had nothing but positive comments on the fit and comfort,” says Pat Christianson, director of apparel at Blackhawk. “Women for years have been

wearing either men’s products because the women’s were not comfortable, or women’s products that just did not fit.”

This has even trickled down to more traditional attire that blurs the line between casual and tactical apparel.

“I have to mention the women’s polos in fashion colors,” says Christianson, not-ing that the burnt orange polo has been a hot seller, especially as it mixes up the traditional blacks, olive drabs, and khakis that are tactical signatures. “Women want color and comfort.”

CASUAL TACTICAL In addition, there has been a shift

toward more casual attire with tactical as well. While the garments still must have the “tactical” look, they don’t have to scream SWAT or SEAL.

“These offer an alternative to buying clothes from a fashion brand and having to go to the tailor to make adjustments, like making the belt loops stronger to carry all their tools,” says Christianson. “The trend we see is moving to multi-functional and slimmer designs, like our off-duty pants.”

The biggest hurdle in trying to cater to the women’s market is that retailers will need to stock far more SKUs in order for a woman to get the proper fit. But those who do so tell the customer that they care about her, and they’ll earn her loyal-ty. And who can put a price on that?

NOioned artary clothing, bootsEv

TACTICAL IS PRACTICAL● The buyer of tacti-cal apparel today is not the same buyer found a decade ago. The audience has changed, and retailers need to adjust to it, says Miles Hall. president and owner of H&H Shooting Sports Complex in Oklahoma City.

“There has been a quantum shift here, not only in who the consumer is, but in what they want,” Hall says. “A lot of tactical clothing is very practi-cal today. The deal with the old army sur-plus attire is that it looked army. Tactical clothing doesn’t—and

shouldn’t—have to look like tactical clothing.” As the uses (and the users) of tactical wear have become more diverse, so have the styles it can accommodate.

The clothing today needs to function in all aspects of every-day life, and many of

the manufacturers have stepped up to offer diverse lines that consumers are inter-ested in. But at the end of the day, it all comes down to one thing.

“It isn’t really about tactical,” explains Hall. “It’s really about practical.”

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CLEANING UP AT THE REGISTERGun-care products can make your bottom line sparkle By Brian McCombie

YOU JUST SOLD A FIREARM, and, being a smart retailer, you then begin to talk up your line of accessories. Your cus-tomer leaves your store with his new gun, plus an optic and a couple of boxes of ammunition. And gun-cleaning products?

Not likely, says Will Sawicki, sales director for Ventco–Shooter’s Choice. In his experience, most retailers don’t even mention gun-cleaning products. That’s a big mistake, as these products usually have a hefty profit margin. “Your cus-tomer just laid out $500 to $1,000. He’ll certainly pay another $30 to $40 to pro-tect that investment,” Sawicki says.

EDUCATE YOUR STAFF “Sales associates talk about what they

know,” says Len Nelson, vice president of marketing for Otis Technology, a top manufacturer of gun-cleaning systems and kits. “If they’re not confident about gun cleaning, odds are they’re not going to bring it up during the sales process.” Otis addresses this with sales representa-tives and staff who regularly conduct in-store seminars to educate employees.

A page on the Shooter’s Choice web-site, “The Four Essential Gun Cleaning Steps,” is a great educational tool, and easy to read. For each cleaning step, spe-cific Shooter’s Choice products are rec-ommended. When your clerk knows a product firsthand, “customers will take his advice,” says Joe Ventimiglia, president

and owner of Shooter’s Choice. “There are gun shops that use nothing but our FP-10 to maintain store guns, and their staffs use it on their personal guns, too. Guess what? They sell a lot of FP-10!”

A counter chock-full of gun-cleaning products can confuse customers, says Ventimiglia. He offers this advice: “Stock a high-end line of products, and a mid- and a low-end line, price-wise. Don’t try to carry every available oil and solvent—you’ll have hundreds of products, and customers with glazed expressions.”

If a cleaning product hasn’t sold in a year, Ventimiglia says, move it to the bar-gain table. “I’ve seen stores with cleaning products that were three to four years old on the shelves,” he says. “ Get rid of those items and stock products that will sell. Space is money!”

ASK QUESTIONS Sales associates need to ask about the

types of shooting customers do. “Are they buying that shotgun for home defense?” Nelson says. “Or are they going to spend 30 days a year in a duck-hunting blind with it? Different uses require dif-ferent cleaning and maintenance.”

For example, hunters with numerous firearms are steered toward Otis Technology’s HardCore Hunter, a pull-through cleaning system that cleans everything from .22 rimfires to 12-gauge shotguns, plus muzzleloaders. For some-

one who only hunts upland birds, Otis developed the Wingshooter Cleaning System, strictly for hunting shotguns.

MAKE IT AN EVENT “Believe it or not, in-store gun cleaning

demonstrations attract crowds,” says Nelson. “Some people bring their own guns in, others show up just to watch. Customers who know how to use these products are much more likely to buy them.” Lean on your vendors for support here. Otis and Shooter’s Choice will both send staff to man these events, as well as provide POS displays, counter mats, and continuous-loop DVDs to play in-store.

Keep tabs on new products and trends. Otis Technologies recently debuted the MSR System, designed for the special cleaning applications modern sporting rifles require. This product’s moving off the shelves and fast, says Nelson.

Shooter’s Choice recently unveiled the Barrel Wizard, a multi-function shotgun cleaning rod that stores in the gun barrel. Customer response has been enthusias-tic, says Ventimiglia, especially for the Wizard’s “paper towel grip,” which uses a folded piece of paper toweling to create a tight, clean swipe.

“Savvy retailers won’t let a buyer walk away without at least mentioning clean-ing products,” says Nelson. “It’s not diffi-cult. Just ask that customer, ‘And how are you going to maintain this gun?’”

THE ALL-IMPORTANT QUESTION● Graf & Sons, of Mexico, Missouri, bills itself as “The Reloading Authority,” and just how much reloading—and shoot-ing—their customers do guides staff in their cleaning product rec-ommendations.“We have deer hunt-ers who buy a

50-count box of bul-lets, and they’re good for the whole hunting season,” says Graf’s Jacob Nixon. “Then we get target and competitive shooters buying 500, 1,000, even 1,500 bullets at a time—and those might only last them a couple of months.”

These competitive/target shooters often need to perform on-the-range cleaning of their firearms, so Graf & Sons will suggest handy aerosol clean-ers, like Birchwood Casey’s Bore Scrubber/Cleaner, to remove copper and nitro fouling. The

heavier use of com-petitive firearms also accelerates wear on metal finishes. When staff ask these shoot-ers how their bluing is holding up, these cus-tomers often leave the store with a bottle or two of PermaBlue, another Birchwood Casey product.

YOU JUST SOLD A FIREARMbeing a smartalk up ytomer lea

SHB0912_ACC.indd 47 7/17/12 12:52 PM

BY ROBERT SADOWSKIGOOD STUFF

Customers will be able to mount Tasco’s ProPoint red-dot sight just about anywhere they care to.

Tasco Makes a PointThe ProPoint red-dot sight is nicely designed and priced right for hunters and plinkers

Red-dot optics make shooting easy and fun, and the Tasco ProPoint 1x30mm PDTS133 (SRP: $172) is adaptable to many long-gun shooting scenarios. If your customer is a dedicated

MSR-platform shooter, .22 rimfire plinker, turkey hunter, or slug-gun hunter, then point him in the direction of the ProPoint.

Out of the box, the ProPoint adds value. Not only does it weigh under 6 ounces, it is also only 5.4 inches long. As a lightweight, compact package, it works well as a close- to medium-range optic on a flat-top MSR. I topped a Stag Arms AR-15 Model 7 in 6.8 SPC with the ProPoint using the included rings and hex wrench. The rings provided with the ProPoint sight were just the right height for use on this platform. The ring placement on the ProPoint and the Picatinny rail allowed me to customize the mount. Your customer will be able to mount it just about anywhere he pleases.

There is no magnification, and field of view is 60 yards at 100 yards. Parallax is set at 50 yards. I could easily keep both eyes open when aiming the sight’s 4 MOA red dot, which can be illuminated to numer-ous intensity levels. Three rubber buttons are located on the left side of the sight. One button activates the red dot, and the other two change its intensity. Many low-

price red-dot sights use a rheostat knob to control illumination; in my experience, such knobs require more movement, which can be a detriment when a tom is strutting to your decoy. Some knobs also hold the battery, and when turned the bat-tery cap can come loose and fall off—a disaster if you’re perched in a treestand.

As a further test, I placed the ProPoint in a freezer for 15 minutes, then dunked it in a sink of warm water for another 15 minutes, to simulate adverse weather con-ditions in winter and spring hunts. I left the turret and battery compartment caps on since they each sport a rubber gasket to keep the environment out of the electron-ics. I saw no difference after the freeze and soak tests. Flip-open lens caps are includ-ed, and they can be invaluable on a hunt when Mother Nature is being inhospitable.

The ProPoint was bore-sighted prior to use on the range. The windage and eleva-tion turrets are hidden under screw-down

caps. The ProPoint’s turret caps and bat-tery compartment cap are all connected via lanyards, so if you fumble with a cap, there is less chance it will become lost.

Red-dot sights are meant to be zeroed to a specific distance, then left alone, but I did try to shoot the box—four clicks right, four clicks down, four clicks left, four clicks up. In doing so, I found my holes on the target formed more of a rhombus than a square or rectangle. But red-dots are meant for close, fast shooting, and that’s what I did on some Zombie Industries tar-gets. At 25 yards, I fired head shots as fast as I could and was able to hold back the zombie horde. I repeated the drill at 100 yards, and left the range confident that my delectable brains would remain safe.

Finally, the price is right. ProPoints list for $172, but the street price is more like $100—a steal for a rugged, lightweight red-dot sight suitable for plinkers and hunters. (800-423-3537; tasco.com)

Selling Tip The Tasco ProPoint comes

with flip-up lens covers and rings. With other red-dot optics, your customers will be shelling out more money for what Tasco provides in one package. (And, yes, the battery is included.)


SHB0912_GDS.indd 48 7/17/12 2:41 PM

The Colt 1911. Copied and imitated for over 100 years, this original has yet to be duplicated.

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BC_002397_SHB0912P.indd 1 7/16/12 12:28 PM


WHAT’S SELL ING WHERE BY PETER B . MATHIESEN

IDLarry’s Sporting Goods, Nampa

Located in suburban Boise, this retailer stocks more than 300 guns, while keeping a mix of fishing and hunting gear as well as reloading supplies. Bolt-action sales have risen steadily over the last three years. “MSRs are just starting to take a foothold in our area. For our store, the traditional bolt gun is still king,” says counterman Nick Wilton.Browning X-Bolts and Savage

Model 10s in .30/06 top the list, but several Ruger M77s in .270 are also seeing turns. MSRs are slowly gain-ing speed; here DPMS and Smith M&Ps in .223 sell to a mix of home-defense and varmint shooters.Springfield XDMs in .45 top the

handgun traffic. Ruger SR9s and Hi-Points are also popular. Ammo stocks are good, but .223 and 9mm are getting harder to inventory.

WACascade Loan & Sporting

Goods, AuburnLocated between Seattle and Tacoma, this suburban retailer sells handguns, long guns, and MSRs in addition to tools, gold, jewelry, and sporting goods. Focusing on used guns, Cascade only buys new fire-arms for special orders. Bolt guns are hot, and there’s a

high demand for Browning A-Bolts and stainless Remington 700s in .30/06. Other rifle sales include Marlin lever-actions in .45/70 and Bushmaster MSRs. “Our used-gun business is where we make the most profit, so in the last few years we’ve moved heavily into used rifles and handguns,” says counter sales-man Mike Mace.Kel-Tecs in 9mm are the most-

asked-for handgun; SIG P266s are a close second. This retailer also

reported that handgun ammo inventories are slightly better than last year.

CAUp in Arms, Fillmore

With 3,000 square feet, this retailer sits between Ventura and Simi Valley, near Highway 126. “We depend on handguns for the lion’s share of our business, and now that manufacturers are complying with California-compliant legislation, they have helped us improve our business,” says owner Ed Edison.SIGs (P2022 and P250 in 9mm

and .40) hold the top slots; the Beretta PX4 Storm .40 is also turn-ing well. Shotguns are just starting to move, led by Remington 870 Wingmasters and 12-gauge Beretta 686 over/unders. Henry H001 lever-action .22s are filling demand while Ruger 10/22s remain unavailable.

IL HP Shooting Center, McHenryThis suburban Chicago indoor range has seven lanes and specializes in handguns, keeping an average inventory of 150 guns. Long guns and shotguns are slow, but handgun sales continue to move up the lad-der. “The election has been improv-ing our handgun sales. Our clientele are working-class shooters who are showing a great deal of concern,” says owner Bill Preskar.Top-selling handguns are

Springfield XDs and XDMs in 9mm and .40. Additional regular sellers include Ruger SR22s (when avail-able) and Taurus PT92s. 1911s from Kimber, Ruger, and Springfield are on back order. All things .22 have gained in popularity lately; Smith 15-22s have been especially hot this year, in addition to traditional stand-bys like the Ruger 10/22.

WIHunting Wood-land Co., Monroe

Twenty miles south of Madison, this archery and gun shop keeps 200 guns on hand while serving hand-gun and hunting gun owners. The Ruger 10/22 is the hottest-selling rifle of the summer here. MSRs and bolt-actions have been slow turners. “Guns in .22 see lots of demand in the late summer,” says counter salesman Joel Pederson. “I just wish we could get more.”Handguns are up from this time

last year. Ruger Mark IIIs occupy the high spot, and LC9s have been especially hot. Taurus 709s have also seen more traffic. The store reports a good stock of ammo.

MOTarget Masters,

ColumbiaA staple in this Midwestern college

town for more than 21 years, this shop has a 25-yard, 10-lane range. Election fever continues to push up this store’s numbers. The .380 (especially SIG P238s and Smith J-frames) format is hot right now. Kimbers are in demand, as are Desert Eagle 1911s.Sales of sporting bolt-actions

have dwindled at this store because of big-box pricing. “We have just about abandoned bolt sporting rifles. It just doesn’t make sense for us to compete with Bass Pro and Cabela’s,” says counter salesman Jim Hill. On the other hand, MSR sales are

especially brisk. Bushmaster and DPMS hold the top spots, although custom rifles like the Skull model from Black Rain are selling briskly. Ammo stock is adequate, but Target Masters continually seeks new ven-dors to keep volume steady.

West

Midwest

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WHAT’S SELL ING WHERE

GA Country Sportsman, RomeThis general hook-and-bullet retail-er stocks its 2,000 square feet with more than 500 firearms, bows, and fishing supplies. Rifle sales are just starting to tick upward. Thompson/Center Ventures lead the pack; Remington 700 BDLs in .308 and .270 are in second place. MSR sales are up from last year, and Palmetto Arms holds the top spot. ”We’ve moved a lot of business to a small custom gunmaker in South Carolina; it makes a great product and our customers feel they’re get-ting special treatment,” says coun-ter salesman Bryan Freeman.Handguns continue to inch farther

ahead of last year’s numbers. SIG P226s and P2022s in 9mm and .40 are doing especially well. Glock is also selling strongly, primarily in .40.

The upcoming dove season has brought a run on 12- and 20-gauge Benelli Vincis and Beretta Extremas.

TX Jack of Pawns, Longview

Located in east Texas near the Louisiana border, this storefront car-ries one of the state’s largest selec-tions of reloading supplies. Rifles are on the upswing, with Browning X-Bolts and Remington 700 SPSs selling evenly in .308 and .243. As for MSRs, Bushmaster and Colt top the list for late-summer hog hunt-ing. “Hogs are becoming big busi-ness; I’m amazed at how many AR-10s in .308 we’ve sold for boar hunts,” says salesman Jerry Price.Glocks are especially hot this sea-

son, but Springfield XDMs are right behind. The most popular caliber choice for both is .40. Ammo stocks are getting thin, and Hornady

Zombie Max hog loads are in short supply and high demand.

AR Sportsman’s Edge, Ash Flat

Located on the edge of the Ozark Mountains in central-northern Arkansas, this rural storefront keeps an inventory of 200 firearms. High demand for Ruger LCR and LCP handguns continues, with a conse-quent benefit to the store’s bottom line. Handgun ammo across the board is widely available. “We don’t know what’s going to happen during the election, but we will be able to meet demand,” says counter sales-man Phillip Pickett.Other strong sellers include MSRs

from DPMS and Bushmaster in .223. Some sporting bolt-actions are starting to move, mainly Remington 700 BDLs and a few Ruger M77s, both in 7mm.

NYHart’s Trading Post,

Ballston SpaWith nearly 800 guns in stock, this small-town store also offers such special items as western Victorian clothing and Cowboy Action acces-sories. It even hosts weddings.The handgun counter this August

is all about concealed-carry pistols; Ruger LC9s and LCPs hold the top spots. Other fast movers include bolt-actions from Savage, including the Classic in .308, and surplus Springfield M1As in .308.Sales of MSRs have slowed from

last year, and the store is sitting on inventories of Stag, DPMS, and Smith M&Ps. Ammo stocks for .223 are good, but prices are rising. “MSR sales haven’t been what we expect-ed, but all it will take is a rise in the polls for President Obama and they’ll pick up,” says owner Bill Hart.

VT Parro’s Gun Shop, WaterburyThis shop stocks 800 guns in 4,000 square feet while keeping eight employees busy. August here means hunting guns, and Parro’s hosts “Ruger Day” as a fall promotion. “We are so fortunate to have a wealth of knowledge from the local Ruger staff. Our customers flock into the store for one Saturday in August to meet them, and buy Rugers,” says owner Henry Parro.Given that kind of support it

should come as no surprise that rifles are in the top spot, led by the new Ruger American in .30/06, with the Savage Apex in .270 running a close second. Several Bushmaster 16M4s are also seeing turns.At the handgun counter, Glock is

king in 9mm, .40, and .45. Ruger SR9s are trailing just behind.

Although ammo stocks are strong, .223 is becoming more expensive and difficult to get. The store started stocking bulk ammo this year, and has seen impressive turns from new customers.

PAGorenflo Gunsmithing

and Gun, ErieJust a few miles from the Lake Erie shore, this small storefront special-izes in handguns, rifles, and custom bolt-action modifications.Ruger LCRs and LCPs hold the

high spot at the handgun counter. Used Colt 1911s also are in demand.Marlin lever-action .30/30s and

Remington 700 BDLs and CDLs in .270 and .308 are starting to move. Custom orders for long-range rifles are also on the rise. “We build a lot of 1,000-yard guns from 700 actions,” says owner Bill Gorenflo.

South

East

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(Continued from page 56)

KimberThe new Sapphire Ultra II 9mm from the Kimber Custom Shop combines dynamic style with a host of performance-enhanc-ing details. Thin G-10 grips and a short trigger ensure a perfect fit, even for small-er hands. Its light 9mm recoil speeds sight recovery between shots.

The highly polished stainless-steel slide and small parts wear a durable, bright blue

PVD finish accented with fine engraving. With a 3-inch barrel and a weight of just 25 ounces, the Sapphire is easy to carry and conceal. Edges are rounded and blended for comfort and to prevent snags. A round-heel alumi-num frame with a satin sil-ver finish, an ambidextrous thumb safety, and Tactical Wedge night sights com-plete the package. SRP: $1,600. (888-243-4522; kimberamerica.com)

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SHB0912_NPD.indd 54 7/17/12 12:23 PM

ged tactical/survival knives from Bear OPS is the Model AC-110-B4-T Bold Action lockback. The 3-inch blade is made of premium-quality CPM-S30V stainless steel, heat-treated to a Rockwell hardness of Rc58-60 for durability and edge-hold-ing, and comes with either a bead-blasted coating or a non-reflective black Ti coat-ing. There is also a choice of handle mate-rials—G-10 with grip ridges for secure handling, or good-looking cocobolo. The Bold Action is 41/8 inches long when closed, and weighs 6 ounces. For easy carry, it has a tip-down pocket clip. SRP: $212. Like all knives from Bear, it is made in the U.S. and comes with a limited life-time warranty. (800-844-3034; bearandsoncutlery.com)

Uncle Mike’sWith the growth in 3-Gun competitions, new accessories can help shooters of all experience levels improve their perfor-mance and success. The new competition belt system from Uncle Mike’s includes both an outer belt that’s MOLLE/PALS compatible, making it easy to attach a number of shooting accessories, and a pad-ded inner belt to offset gear loads and pro-vide extra comfort. Available from medium (32 to 36 inches) to XXL (50 to 54 inches), the belt system is compatible with the Uncle Mike’s Kydex and Reflex holsters and other competition products, such as the ITW FastMag.

Uncle Mike’s new shotgun-shell speed caddy is CNC-machined from aircraft alu-minum billet and finished with Type II hard-coat anodizing. The shells are secured with stainless-steel retention clips, and the caddy features a spring belt clip for easy on/off operation. The shotgun shell speed caddy holds four 2¾-inch 12-gauge shells and is compatible with all competition belts. SRP: $77.95, belt;

$53.95, speed caddy. (800-423-3537; unclemikes.com)

In-Range Supplies In-Range Supplies is introducing the Portable Encapsulator bullet trap, origi-nally developed for U.S. Marine use in shoot-house training, to the consumer market. Consisting of five stacked blocks of patented Dura-Bloc ballistic rubber, it can safely capture rounds, virtually intact, with a minimum velocity of 600 fps and up to a maximum caliber of .308/ 7.62mm. The Dura-Bloc shooting surface allows for safe target shooting without the worry of ricochet, backsplatter, or air-borne lead particles. Each of the Dura-Bloc units has been rated to accommo-date up to 5,000 rounds of 7.62 NATO (.308 Win.), and can be rotated to extend the life of the unit.

The Portable Encapsulator is robust, manufactured from 3/8-inch thick AR 500 steel to ensure complete ballistic integrity. The unit weighs 736 pounds and incorpo-rates heavy-duty casters and handles for ease of movement. SRP: $1,599. Dura-Bloc replacements are $79 each. (877-423-1785; inrangesupplies.com)

Uncle Mike’s new shotgun-shell speed caddy will help shooters achieve 3-Gun competition success.

The Portable Encapsulator bullet trap was developed for the U.S. Marines, but is now available for civilian use.

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Galco Gunleather The new Double Time CCW holster is constructed of durable Kydex and features an open top for fast draw and an adjustable tension unit for security. It comes set up for inside-the-waistband carry, but also includes the hardware necessary to swiftly convert it to a highly concealable belt holster using only a flathead screwdriver. With the Double Time, the serious gun carrier gets two fast, con-cealable holsters in one. SRP: $69.95. (800-874-2526; galcogunleather.com)

(Continued on page 54)


NEW PRODUCTS

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The American sportsman’s

favorite for over a century.

The premier choice for military

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High-tech gun care for the

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© 2012

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THE MODEL 1911 R1.™ A LEGEND IN TOP FORM. The only thing

more American than a Model 1911 is one made by America’s oldest

gunmaker. For more than 100 years, it’s defended freedom, served

justice, protected families and dominated competition. And the

Model 1911 R1™ marks our proud return to one of the greatest legacies

in fi rearms history, with the fi nest blend of exacting craftsmanship

and out-of-box performance available today.

©2012 REMINGTON ARMS COMPANY, LLC.

BC_002699_SHB0912P.indd 1 7/16/12 2:15 PM

shot business -- august/september 2012

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