Healthy handgun sales: regardless of the market—up or down—dealers are making sales and money!

How healthy are your handgun sales? Are they robust and thriving, or just limping along? While handgun sales are not what they were in the "good 'ol days," many dealers are increasing their business. Handguns, fortunately, are still an essential element in a gun-shop's profit strategy.

"Handgun sales are probably always going to be one of the more stable parts of the whole product mix," said Steve Galloway, director of creative services at Heckler & Koch. "Obviously, some states and some jurisdictions are operating with legal restrictions and limitations, but Americans continue to be interested in handguns."

If your handgun sales are not where you want them to be, why not? Industry experts say that although some dealers put a lot of effort into promoting handguns, most gunshops fail in this area.

"A lot of retailers just aren't aware of how to make the most of their handguns sales," Galloway said.

By not promoting handgun sales to the fullest, you are losing a substantial part of your business.

Knowledqe Comes First In Increasing Sales

The first step in maximizing handgun sales, Galloway said, is the education of the gun dealer, his employees and customers.

"Retailers need to be aware of different innovations in handguns such as enhanced trigger systems," Galloway said. "These are unique selling points that retailers should communicate to their customers."

If you doubt the importance of keeping up with new features, compare handguns to cars.

"New features drive sales," Galloway said. "If they didn't, people would still be driving 1976 Gremlins."

While the technology of handguns does not change as much or as fast as it does in the auto industry, you get the idea. There are new materials, new features, new safety enhancements, new calibers--and these new features attract attention and customers.

To increase you knowledge, really study company catalogs, data sheets and newsletters. Check manufacturers' Websites and read firearm tests in popular gun magazines. You'll not only gain an overall knowledge of what a new handgun offers, but glean small tidbits that can mean the difference in closing a sale.

Just as important, insist, as part of employment, that each person on your staff continues his--or her--handgun education.

Boost Sales With Range Time And Training

Once you nave pointed out the features of a handgun, close the sale with an offer of range time. This is a top-rated sales clincher. In addition to closing the sale, it is important to help gun owners learn how to shoot safely. This is especially vital if they are new to handguns.

However, constraints in your store--or local regulations--may prevent you from having a range.

"If you don't have a range on site, align yourself with a local range where your customers can go," said Keeva Segal, marketing consultant for Taurus International. "When a customer buys a gun, give him one hour of free range time."

In addition, work with a local certified shooting instructor.

"You can recommend the instructor to your students, and the instructor can send his students to you," Segal said.

Also, consider sponsoring a Family Range Day. Over the past few years, more families have become interested in shooting as something they can do together. Hold the event on a Saturday and have instructors, ammo and loaner guns available. When you get a family into shooting you will likely help Mom overcome her fear of guns and provide a valuable service. And, just as likely, you will sell a handgun or two in the process.

All dealers, regardless of range availability, should let their customers handle handguns during the sales process. When you put a gun in a customer's hands--within the boundaries of necessary safety and security--they develop a sense of ownership. As the customer handles the gun, point out all those important features and answer questions. These simple steps lead to sales.

Reach Out To Young Adults

It's no secret our industry and the majority of our customer base is aging. Bringing young people into the shooting sports is essential to our long-term survival.

There is a huge customer base in the 20-something-age group--those who are able to purchase a handgun for the first time.

"Retailers need to reach Out to people who are just coming of age to purchase a firearm," Segal said. "Find a way to bring them into the store, and dispel some of the myths that surrounds guns and gun stores."

One way to attract younger customers is to hire younger employees.

"If a 24-year-old walks into a gun store and encounters a 55-year-old guy, chances are they're not going to communicate real well," Segal said. "The longer you're involved with firearms, the more you assume everyone knows what you're talking about. A young customer will talk to someone his own age, mostly because they don't feel they're being talked down to."

Develop promotions that reach out to younger consumers. If you live near a college campus or a community where a lot of young people are just entering the work force, run a promotion on a local rock or Top-40 radio station.