SHOT Business - December 2011

NSSF

VOLUME 19, NUMBER 7 DECEMBER 2011

SHOOTING, HUNTING & OUTDOOR TRADE

THE ACCURACY REVOLUTION Modern factory rifles are true marvels, delivering groups unheard of just a few years ago

—at a fraction of the cost of a custom model

WHATEVER HAPPENED TO BAD BULLETS? These days, you have to try really hard to find a slug that isn’t up to snuff Pg. 28 ALSO IN THIS ISSUE

 FIRING LINE: Browning’s Cynergy over/under shotgun isn’t for everyone, but for those that like the sleek, modern look, it’s a winner Pg. 24  GOOD STUFF: At first glance, Advantage Tactical handgun sights look odd, but the pyramid shape allows for fast target acquisition Pg. 46

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S H OT B U S I N ES S

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DECEMBER 2011

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CONTENTS

VO L . 1 9, I S S U E 7

Departments 26

2 5

28 34

WHATEVER HAPPENED TO BAD BULLETS? These

days, it’s truly difficult to sell a poor-performing bullet. BY DAVID E. PETZAL

THE ACCURACY REVOLUTION Advances in

synthetic stocks and freefloating barrels have made factory rifles much more accurate. BY DAVID E. PETZAL

38

BY BRIAN McCOMBIE

42

22

FYI Paying attention to

showing will make the 2012 show a better experience

FROM THE NSSF The NSSF

COVER: WINDIGOIMAGES.COM

16 16

REWARD FOR STOLEN FIREARMS RECOVERY The

NSSF will match any ATF reward for information

BUDWEISER, ARMALITE SPONSOR SHOT SHOW The

support both companies are

17 17 18 19

MILITARY FUNDRAISER A

pre-SHOT Show golf outing will benefit veterans FIRST SHOTS BEGINS NSSF’S BIG CITY TOUR

you contact when a firearm is recovered?

customer and employee behavior pays big dividends

24

FIRING LINE Browning’s Cynergy over/under’s design lets a shooter acquire the target faster

26

UNDERCOVER SHOPPER In search of

THE RELOADING RESURGENCE The soaring

cost of ammunition may be an opportunity for you to increase sales.

NEWS BRIEFS Otis Tech branches out; Crosman teams with USMC ATF Q&A Whom should

the perfect target pistol in California’s Silicon Valley

46

GOOD STUFF ATS sights

48 56

WHAT’S SELLING WHERE

BY THOMAS C. TABOR

NSSF Update 15

is meeting a demand for webinars and videos by retailers and range owners

BEHIND THE COUNTER If your sales associates don’t engage the customers, you could be losing revenue.

staff really on duty?

20 34

Features

EDITOR’S NOTE Is your

may look odd, but they allow for fast target acquisition

NEW PRODUCTS

Vanguard’s Endeavor 82S spotting scope; Rocky’s BlizzardStalker hunting boot; and more

56

NSSF DELIVERS VALUE YOU SHOULD KNOW Get people to “Pull the Trigger”

DECEMBER 2011 ❚ SHOT BUSINESS ❚ 1

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editor’s note nssf

Being There Is your staff really on duty?

T

he guy in the middle seat wanted to talk. I don’t blame him; it was a long flight. Usually, I try not to engage in conversation—flying is such an awful experience these days that I just want to retreat into a cocoon with my sound-deadening earphones and tune out the world. But he was an engaging fellow, and we established a quick rapport when we found out we both liked to shoot.

And then he told a story that directly relates to one of our features this month, “Behind the Counter” [page 38]. When he walked into a gun store to buy a target pistol, he was greeted with “The Wall,” a variant on the thousandyard stare that Bill Kucyk, owner of Action Impact, has seen countless times on the faces of staff when a

new customer enters a store. “They pull back and wait,” says Kucyk of this type of salesperson. “They often seem to use the counter as a kind of protection. They’ll answer your questions. But otherwise? They’re just kind of there.”

“The Wall” that the Guy in the Middle Seat encountered serves the same purpose—it creates a barrier between “Them” and “Us,” one as formidable as a castle moat. In this case, the counter was clogged by a group of four or five people—an amalgam of sales associates and their buddies that in effect said, “Scram!” This new customer felt completely intimidated because he

wasn’t one of the group and knew he didn’t “speak the language.”

Ultimately, he got help elsewhere and became a committed shooter.

This is no way to run a business.

There are a lot of people out there who would become dedicated shooters, if only we’d let them.

“Behind the Counter” details tips from Kucyk and Richard Sprague, owner of Sprague’s Sports, who was the 2010 SHOT Business Retailer of the Year, to help you create an atmosphere where new customers feel welcome.

You should also take a close look at “The Reloading Resurgence.”

Although factory ammo is far superior to what was available even a few short years ago, prices have soared because of worldwide demand for copper, lead, and brass.

One way to get shooters shooting more is to help them get into reloading. In fact, Miles Hall, president of H&H Gun Range, moved retail reloading sales from a low of $26,000 to $780,000 in a single year by creating a two-pronged strategy to boost sales.

That got your interest? Thought it would. Turn to page 42 to see how he did it.

Finally, the esteemed David E. Petzal weighs in with “The Accuracy Revolution” (page 34), which details just how good factory rifles are these days. He’s not talking about prohibitively expensive custom models, but stuff the average guy can afford. And in this challenging economy, that’s good news, indeed.

shooting, hunting & outdoor trade

sLaton L. White, editor

Margaret M. nussey, Managing Editor david e. Petzal, Shooting Editor John Burgman, Assistant Editor Maribel Martin, Senior Administrative Assistant James a. Walsh, Art Director shayna Marchese, Associate Art Director Judith Weber, Production Manager ContriButing editors

Larry Ahlman, Barbara Baird, Scott Bestul, Philp 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

eriC ZinCZenko, Vice President, group Publisher adVertising: 212-779-5316

John graney, Associate Publisher gregory d. gatto, National Endemic and Online Sales Director Paula iwanski, Northeast Brian Peterson, West stephen Mitchell, Southeast elizabeth a. Burnham, Associate Publisher, Marketing & Online Services ingrid reslmaier, Marketing Design Director

Business oPerations

tara Bisciello, Business Manager

ConsuMer Marketing

robert M. Cohn, Consumer Marketing Director raymond Ward, Senior Planning Manager Barbara Brooker, Fulfillment Manager

ManufaCturing

Laurel kurnides, Group Production Director Barbara taffuri, Production Director

Bonnier

Chairman, Jonas Bonnier Chief executive officer, Terry Snow Chief financial officer, Randall Koubek senior Vice President, digital, Bruno Sousa senior Vice President, Corporate sales, Gregg Hano Vice President, Consumer Marketing, Bruce Miller Vice President, Production, Lisa Earlywine Vice President, digital sales & Marketing, John Haskin Vice President, information technology, Shawn Larson Vice President, Corporate Communications, Dean Turcol Brand director, John Miller Publishing Consultant, Martin S. Walker Corporate Counsel, Jeremy Thompson

SHOT business (ISSN 1081-8618) is published January, February/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 official publication of the National Shooting Sports Foundation, Flintlock ridge Office center, 11 mile Hill road, Newtown, cT 06470 (203-426-1320). Volume 19, issue 7. copyright © 2011 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 photographs. All correspondence should be accompanied by a stamped, selfaddressed 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 10016 For editorial inquiries, write to Slaton L. White, SHOT business, 2 Park Ave., New York, NY 10016

slaton L. White, Editor

2 ❚ Shot BuSineSS ❚ december 2011

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Together, Our Voice Is Strong

National Shooting Sports Foundation®

F

or over 50 years, our mission has never wavered.

Promote, protect and preserve our hunting and shooting sports. We are the National Shooting Sports Foundation, the trade association of the firearms, ammunition and shooting industry. Whether it is in the field, on the range, in Washington, D.C. or 50 state capitals, we stand proudly as your voice.

H

elp us make your voice louder and stronger where it counts. Now more than ever, it’s time to become a NSSF member. To join contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

The future of your business depends on it.

Scan this QR code with your Smartphone for more information on NSSF membership

WWW.NSSFMEMBERSHIP.COM

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eDiTeD bY JOHn bUrGMAn

Bits & Pieces

news briefs NEWS

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PROMOTIONS

Popular Nikon App Now On Android

Nikon’s popular ballistic matching app, Spot On, is now available for the Android smartphone. The Spot On app allows users to select from the largest database of factory ammo and reloading components assembled to date to build the perfect plan for dialing in a rifle, handgun, shotgun, muzzleloader, or crossbow.

Shooters who use the Android now have a tool to help them match their preferred load to their style of shooting, according to Nikon.

The app includes a number of available options, including detailed sight-in information to match the user’s goals, ballistic reports for the bullet and load, trajectory, field references and ballistic graphs, and more.

AWARDS

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OUTREACH

Military marksmen know Otis gun-cleaning products, and soon recreational shooters will too.

Streamlight Now Has Social Media

Like many brands before it, Streamlight has now stepped onboard the social media train.

The flashlight company recently announced that it now has a Facebook fan page, a Twitter feed, and a YouTube channel. They will serve as the official social media platforms for the corporation and can be found at facebook.com/ streamlight, twitter.com/ streamlight, and youtube.com/ streamlighttv.

Customers are invited to follow the pages and video channel for the latest news and updates about Streamlight products, marketing promotions, community and corporate initiatives, and special events, said Streamlight president and chief executive officer Ray Sharrah.

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Otis Technology Branches Out

U

tilizing its trademarked Breech-to-Muzzle cleaning method, Otis Technology has become a leading supplier of high-quality guncleaning systems to the U.S. Military. Although the manufacturer has been very successful in this niche, it wanted to expand into the recreational hunting and shooting market. As a first step, Otis announced that it has retained the services of Swanson Russell, a marketing communications agency based in Lincoln, Nebraska. The agency will provide Otis Technology with strategic planning, advertising, and interactive services.

“Swanson Russell’s impressive strategic and creative capabilities, along with their extensive experience and expertise in the hunting, shooting, military, and law enforcement markets, make them our ideal agency partner,” said Tom Scott, Otis Technology marketing director.

Founded in 1962, Swanson Russell is Nebraska’s largest marketing communications firm. In addition to working with local and regional clients, the full-service agency is nationally recognized for experThis product is from sustainably managed forests and controlled sources.

tise in agriculture and outdoor recreation.

“Otis Technology is an industry leader and innovator,” said Dick Placzek, vice president/account supervisor at Swanson Russell. “We look forward to helping this extraordinary company build its brand.”

As Otis Technology and Swanson Russell move the brand forward, a natural question would be, why should an independent dealer stock the product?

Because, says Cara Peebles, corporate public relations and community relations coordinator, “it is the industry leader and the trend setter.”

Otis and Swanson Russell will help support the brand with a new, aggressive marketing campaign. One of the major goals of the campaign is to demonstrate to retailers the advantages of Otis. deCemBeR 2011 ❚ ShoT BUSInESS ❚ 5

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news briefs

LaserLyte Moves to New Facility

I

t’s been a tough four years for the U.S. economy, but one bright spot has been the shooting sports industry. Though some retailers report a “challenging” sales environment, many are seeing brisk business in such areas as personal protection. That’s good news. Another sign of growth is when a manufacturer decides it needs more space. Recently, LaserLyte, the Arizona-based manufacturer best known for its laser gun sight and laser bore sighters, finalized a company-wide move from a 4,000-square-foot facility to a new office and facility with more 11,000 square feet of space.

At 11,000 square feet and framed by picturesque mountains, LaserLyte’s new facility is a sign that the company is weathering the challenging economic storm.

The move was prompted by LaserLyte’s rapid growth in the consumer shooting sports and hunting markets. This growth created an urgent need for more space for prototyping, engineering, marketing, production, warehousing, and fulfillment of LaserLyte’s popular firearm lasers. The move also allows for additional office space and a conference center. Future plans include the possibility of an indoor shooting range for laser testing in a stable, controlled environment.

“LaserLyte experienced exponential growth in 2011,” says vice president Aaron Moore. “With that growth comes the need for more unique products, more customer service personnel, and, in general, more space to keep up with demand. Now our capabilities meet our market share, plus we have room to continue to grow and add new personnel in the future.”

LaserLyte, originally based in founder Larry Moore’s garage, will soon celebrate its 25-year anniversary.

Celerant Software Improves Retailer Efficiency Two years ago, retail software leader Celerant Technology, best known for providing point-of-sale support through its Celerant Command Retail system, took a big step toward improving the efficiency (and profitability) of firearms retailers by teaming up with GunBroker.com.

For 2012, Celerant takes another big step forward in real-time productivity through a redesign of its existing point-of-sale screen.

The redesign was based on customer feedback and industry trends. It is easier to use and permits employees to be easily trained on the system.

“Additional options have been added to generate green receipts, view images per line item, and provide a simpler method of entering discounts,” said chief technology officer Robert Goldman.

Celerant provides NSSF members with a 25 percent discount off initial software.

Crosman Teams Up with the U.S. Marines

With the new licensing deal, U.S. Marines will now be using Crosman airsoft hardware.

Crosman Corporation recently announced a strategic licensing agreement with the U.S. Marine Corps (USMC) for the design, manufacture, distribution, and marketing of U.S. Marine Corps–branded airsoft products.

“Saying that we’re excited about this agreement is an understatement,” said Crosman vice president of marketing Roy Stefanko. “It is truly an honor to be chosen by the U.S. Marine Corps in facilitating a project of this magnitude. By introducing a complete line of airsoft products branded ‘Marines Airsoft,’ we recognize a strategic business opportunity that will benefit a revered organization, as well as contribute to our continued growth in the airsoft category.”

“One of our biggest challenges is to find partners who are able to meet our licensing requirements while possessing the ability to market a product we are proud to put our name on,” said Jessica O’Haver, director of the USMC trademark and licensing office. “We welcome the arrangement with Crosman and believe it provides a great opportunity to complement our licensing efforts.”

The U.S. Marine Corps engages licensing agreements in order to foster good will, promote a positive public image, and assist with recruiting efforts.

“The strategic marketing support Crosman undertakes helps fulfill these goals and works to enhance the public’s interest in learning more about the Marine Corps,” said O’Haver.

The new Marines Airsoft product line by Crosman will be distributed throughout the expansive Crosman network.

6 ❚ ShoT BUSInESS ❚ deCemBeR 2011

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When what counts is a partner by your side, sharpening your focus, sharing your success, and backing you up for life…it’s easy to see who’s really with you, and who’s half a world away. That’s the New Brunton Icon. The Real Deal. bruntonhunting.com

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news briefs

Leupold Holds Sniper Competition

T

his fall, Leupold sponsored the 2011 International Sniper Competition, where the world’s best snipers—including a team from Leupold itself—met and put their skills to the test on the field of battle. The event was held from September 26 to 30 in Fort Benning, Georgia. As a sponsor, Leupold Tactical provided competitors with its next-generation Mark 4 ER/T 6.5– 20x50mm M5A riflescope, which is part of the M2010 Sniper Weapon System.

“It was a privilege to be part of the International Sniper Competition and demonstrate the commitment Leupold Tactical has made to developing new optics for military and law enforcement professionals,” said Kevin Trepa, vice president of Leupold Tactical Division.

Leupold engineers and product specialists were onsite to oversee all technical details of the various optics in use.

“Our objective was to observe our optics used firsthand by the sniper community and get feedback,” said Ray Brock, Leupold Tactical product line manager. “The Mark 4 M5A was well received, and the snipers were excited to see new developments in optics that meet their needs.”

A total of 32 two-man teams from around the world participated in the competition. Approximately 25 teams

Leupold’s competition was a showcase for a number of products, including the Mark 4 M5A riflescope.

used the Mark 4 M5A as their riflescope of choice. They also had the opportunity to purchase the Leupold scopes used in the competition.

“The scopes were well received,” said Chris Estadt, military business development director for Leupold Tactical.

“The shooters were amazed at how clear the glass was and the functionality of the new feature sets. We are looking forward to their continued feedback.”

Leupold Tactical optics undergo arduous environmental and impact testing to ensure that they meet the highest quality standards for durability and dependability.

Additionally, Tactical products are covered under a variety of comprehensive warranties based on product family and use. All warranties are based on the fundamental principle that the customer is entitled to a square deal.

Revision Wins Innovation Award You’d have to be living under a rock, like the Geico cavemen, not to know that worldwide there is an unprecedented level of demand for innovation in defense and security. To help spur that innovation, the organizers of Defense and Security International (DSEI), Europe’s premier exhibition for land, maritime, and air applications of defense and security products and technologies, created the DSEI Innovation Challenge.

Open to companies, organizations, and individuals globally, the Challenge seeks new ideas that will make a significant contribution to defense or security capability. Initial screening of the entries is done by the United Kingdom’s Ministry of Defense Center for Defense Enterprise. The six finalists are then required to make personal presentations to a panel of judges selected by DSEI. Revision Military, a manufacturer of ballistic and laser eye protection, recently saw its new Batlskin Modular Head

Revision’s Batlskin gives soldiers the ability to quickly armor up or down.

Protection System win the prestigious challenge, besting 50 innovators in the process. The company, which began with eyewear, has expanded to face and head protection and continues to develop its capabilities for integrated, performanceenhancing soldier systems.

“It’s an honor to be recognized as DSEI’s lead innovator,” said Revision CEO Jonathan Blanshay. “With the Batlskin Head Protection System, we’re not just accessorizing the helmet; we’re deconstructing and re-designing the helmet system as a whole while reinventing manufacturing processes with lighter-weight, higher-performing materials. We’re also minimizing blast and blunt force trauma with a sophisticated helmet liner and retention harness.”

Blanshay also said that the front mount, visor, and mandible guard provide added modularity and protection. “It’s an integrated full-system approach unlike any our military customers have utilized before. We believe Batlskin will revolutionize soldier head protection.”

The first fully integrated and fully modular solution of its kind, the Batlskin is designed to provide protection from blunt force, blast, and ballistic threats, and should help reduce head and neck injuries.

8 ❚ ShoT BUSInESS ❚ deCemBeR 2011

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2011 SHOT Business Award Nominations

T

he SHOT Business Awards celebrate leadership in, and commitment to, the shooting sports industry. Over the years, the recipients of the SHOT Business Awards have all shown these qualities. Just as important, they have all demonstrated their commitment to community outreach programs.

The Retailer of the Year Award goes to the shooting industry retailer that has excelled with an exceptional commitment to the promotion of the shooting sports, the preservation of our hunting and shooting heritage, and the protection of our firearms freedoms. Nominees include Kim Adams, Kittery Trading Post; Miles Hall, H&H Shooting Sports Complex; and Joe Keffer, The Sportsman’s Shop.

The Distributor of the Year Award is presented to the top distributor in the shooting sports industry based on community outreach to promote the shooting sports and efforts to preserve our hunting and shooting heritage and protect our firearms freedoms. Nominees include Ellett Brothers and Big Rock Sports.

The Manufacturer’s Rep of the Year

Award is presented to the leading manu-

facturer’s representative group in the shooting sports industry based on its community outreach and efforts to preserve and promote our hunting and shooting heritage and protect our firearms freedoms. Nominees include Phil Murray, national sales manager, White Flyer Targets; and Mike Shovel, national sales manager, COR-BON/Glaser.

The Range of the Year Award is presented to the leading shooting facility based on its community outreach and efforts to preserve and promote our hunting and shooting heritage and protect our firearms freedoms. Nominees include Bill’s Gun Shop & Range, Robbinsdale, Minnesota; Minute Man Sportsman’s Club, Burlington, Massachusetts; and Wyoming

Antelope Club, St. Petersburg, Florida.

The Company or Organization of the Year Award is presented to the lead-

ing company or organization in the shooting sports industry based on community outreach and efforts to preserve our hunting and shooting heritage and protect our firearms freedoms. Nominees include The Boy Scouts of America, Keystone Arms, Kimber, and Mossy Oak. The Person of the Year Award recognizes the individual who has done the best job of promoting the shooting sports industry and presenting a positive image while making great personal sacrifices— both in time and financial resources—in an effort to preserve our hunting and shooting heritage and protect our firearms freedoms. Nominees include Doug Koenig; Frank Brownell, Brownells; Larry Potterfield, Midway USA; and Steve Urvan, GunBroker.com.

The winners will be announced at the Bonnier Outdoor Group breakfast at the SHOT Show on January 17, 2012.

Sentry Offers Kit

\

Sentry Solutions is introducing an Instructor and School Program specifically for civilian and law enforcement trainers and schools.

This program allows trainers to purchase Sentry Solutions oil-free lubricants and protectants for their firearms and tactical gear at a discount.

To initiate the program, Sentry Solutions is offering all trainers and schools an Armorer’s Kit for only $33.96.

The kit includes 50 Sentry Solutions brochures, 50 Tuf-Cloth samples, a 4-ounce bottle of Tuf-Glide, a marine Tuf-Cloth, three accessory cleaning kits, and five Tuf-Glide Pens.

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news briefs

SIG’s M400 Has Pinpoint Accuracy

S

IG Sauer recently introduced an improved version of its current 5.56x45mm military-issue centerfire tactical carbine, the SIG M400.

The SIG M400, which is currently shipping to dealers, is geared toward consumers who prefer the direct impingement gas system and have an inventory of parts and accessories for the original M4-style carbine. Dealers should note that the SIG M400 is also a suitable sale for consumers seeking an AR-platform rifle.

To increase accuracy over mil-spec carbines, the SIG M400 features a tensioning device designed into the lower receiver that ensures a tight lockup and eliminates accuracy-robbing play between the upper and lower receivers. The lower receiver has all the same features as the SIG 516, such as an ambidextrous magazine

release and a rear quick-detach sling mount. Both receivers are machined from 7075-T6 aircraft-grade aluminum forgings and coated with a durable phosphate finish.

The upper receiver features an integrated MIL-STD 1913 accessory top rail for mounting optics and accepts most M16/AR15-style furniture.

Additionally, a six-position collapsible polymer stock offers adjustability to fit all shooters. An enhanced version of the SIG M400 features all Magpul furniture.

Chambered in 5.56 NATO, the SIG M400 will be available in semi-automatic for commercial users. Three-round burst or fully automatic versions will

The SIG M400 essentially takes the SIG 516 lower and mates it to an improved direct impingement upper.

be made available for military and law enforcement.

The SIG M400 is built to full military specifications. It features a 16-inch chrome moly steel barrel with a chromelined chamber and bore. A direct-gas impingement system operates a seven-lug, rotating bolt. The muzzle is threaded

½ x 28 TPI to accept a variety of flash hiders, compensators, and suppressor mounts. An M16A2 flash compensator is included with purchase.

A removable sight assembly and carry handle, a 30-round magazine, and a hard case are standard features on the rifle, which has an SRP of $1,065.

Your Future Is Our Business It’s Also Our Mission and Passion National Shooting Sports Foundation® For over 50 years, our mission has always been to promote, protect and preserve our hunting and shooting sports. Now more than ever, it’s time to shoot for more and become a NSSF member.

To join, contact Bettyjane Swann at (203) 426-1320 or bswann@nssf.org.

The future of your business depends on it.

WWW.NSSF.ORG

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3

Brunton Big on Solar Power Brunton Hunting has banked on solar power in a big way recently. The company has fully embraced the technology, which is starting to boom as budget-strapped consumers continue to appreciate gear that can be recharged and reused. Case in point: The company’s release of its Restore solar charger. The pocket-sized device allows for quick, portable power in the backcountry.

According to Brunton, the Restore is the most efficient, integrated compact hybrid charger available. An internal battery keeps extra energy at hand, and twin solar panels keep the battery at peak capacity in less time. The Restore is intended for charging smaller electronics such as cell phones, iPods, electronic compasses, GPS units, and digi-

tal cameras in the field. The Restore will not be effective for larger items such as laptops, grills, or large stove kits.

Advanced polycrystalline solar technology gathers maximum energy per inch for optimum efficiency with the Restore.

The Restore charges from the two solar panels, a computer USB, or from the included DC adapter. Weighing 8.6 ounces, the Restore’s water-resistant housing allows it to be easily stowed in a backpack for extreme hunting adventures or fishing outings, and it’s available in orange, blue, and black.

Restore’s Portable Power Pack Features  WATER-RESISTANT

 DURABLE RUBBERIZED SHELL  INTERNAL RECHARGEABLE LITHIUM POLYMER BATTERY  POWER GAUGE AND AUTO SHUT-OFF  BATTERY STORAGE: 2,200 MAH BATTERY  OUTPUT: 1,000MA/5V (USB 2.0 COMPATIBLE)  WEIGHT: 8.6 OZ.  MSRP: $120

INTRODUCING THE NEW DPMS

308 RECON

DISCOVER HOW THE .308 RECON BRIDGES THE GAP BETWEEN CARBINE AND RIFLE GATHER YOUR INTEL AT SHOT SHOW BOOTH #: 14229

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news briefs

Easton Technical LAPD Sticks with Remington Gets New President Remington Arms Company continues to get the nod from the Los Angeles Police Department (LAPD), as the LAPD has again chosen Remington Model 870 Police Magnums and Model 870 Police Marine Magnums as their departmentissued shotguns.

“We are excited and proud to supply LAPD its shotguns, as we have continued to produce our police weapons to the highest standards in our custom police build area to ensure the quality of our weapons going out to police departments across this great nation,” said Rick Johnson, Remington’s director of law enforcement sales.

The LAPD has a roster of 10,000 officers protecting and serving more than 4 million residents in an area covering approximately 500 square miles.

To help meet their demanding law enforcement challenges, the LAPD is ordering another 96 Model 870 Police Magnum shotguns. The shotguns have a special choke barrel available only in special build configurations of the 18-inch, rifle-sighted barrels. Unique numbering is being provided at the agency’s request for various tracking purposes.

For their officers assigned to water and harbor protection, the LAPD has also ordered Remington Model 870 Police Marine Magnums, which feature an Electroless nickel plate finish for long life in the sea environment.

A modified Remington Model 870 will continue to be the go-to shotgun for the LAPD.

Greg Easton, the president of Jas. D. Easton, announced recently that Shane Michelli has been hired as the new president of Easton Technical Products.

Easton Technical Products is known for its archery business and, more specifically, arrow manufacturing.

Easton also owns and operates a separate fletching facility, located in Indiana. Easton conducted an extensive nationwide search for the new president of the division.

“The manufacturing experience of the ideal job candidate is increasingly more difficult to find in leaders of today due to the

Shane Michelli is the new president.

large amount of sourced and imported product,” said Greg Easton. “Shane brings a great combination of domestic manufacturing experience along with sourcing experience, which will help Easton’s expansion into new categories. His experience in our industry, along with

strong sales, marketing, retail, and manufacturing experience, made him an ideal candidate and we are very pleased that Shane has accepted the position.”

Michelli will be based in Salt Lake City, Utah, and will oversee the ETP operations, which includes archery, mountain products, military, and custom tubing segments.

“It is an honor to have the opportunity to lead the Easton brand, and to continue its commitment to archery. Additionally, I look forward to the growth opportunities in the other segments of the Easton business,” said Michelli.

Zeiss Website Is Better Than Ever Carl Zeiss Sports Optics recently revamped its website. The site was redesigned to significantly improve the customer experience and now features three distinct entry points on the landing page.

One click on the new-andimproved site will quickly take sports optics enthusiasts to their home page of choice: Shooting and Hunting, Birding and Nature Observation, or Outdoor and Leisure. Each specific category features the latest product promotions, detailed product information,

and videos that range from overviews of a particular product line to field demonstrations and stepby-step tutorials.

“Our new website is easier and quicker to navigate and features much more information for our customers,” said Michael A. Jensen, president of Carl Zeiss Sports Optics. “We now offer numerous videos on Zeiss optics and how to use our optics for optimum results.

Special product promotions are also posted to keep Zeiss customers informed of the latest deals.”

Zeiss spotting scopes and other products will now be easier for all users to browse.

12 ❚ ShoT BUSInESS ❚ deCemBeR 2011

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on the Move new and noteworthy hirings and promotions in the industry

William Mellon

Crosman recently hired William Mellon to manage CenterPoint hunting and outdoors scopes and optics.

Mellon was previously at AE Group Texas and China, where he was an engineering design consultant.

Thomas Clark

Crosman promoted Thomas Clark to the position of product manager for domestic airgun products.

Clark has previously been an engineer and technical sales representative at a number of companies, including Eastman Kodak.

Tim Tanker

Bushnell announced that Tim Tanker will be its new senior product manager for riflescopes. Tanker, who worked previously at Remington and PMC, will be responsible for managing all aspects of riflescope product development.

Darell Siebold

National distributor Zanders’ Sporting Goods recently announced Darell Siebold as its new national sales manager. A native of southern Illinois, Siebold has been with Sparta, Illinois– based Zanders’ for 22 years.

Bob Kaleta

Zeiss Optics has expanded its communications team by recently promoting Bob Kaleta to director of communications and technical operations.

Kaleta will manage the newly expanded Zeiss communications team.

The Bidding Starts Now.® Don’t limit your business to customers in your local selling area. GunBroker.com® has more than 3 million customers nationwide. Getting started is fast and easy – we can help you get firearms appraised, manage your photos and monitor your auctions. Come see what the World’s Largest Online Auction of Firearms and Accessories™ can do for your business, only at www.GunBroker.com.

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BY RA N DY C L A R K , N SS F M A N AG I N G D I R ECTO R , B US I N ESS D E V E LO P M E N T

u p d at e

from tHe nSSf

Training Webinars Available Online The NSSF is meeting a demand for webinars and videos by retailers and range owners

I

n fulfilling its mission to “promote, protect, and preserve hunting and the shooting sports,” the National Shooting Sports Foundation (NSSF) has made it a high priority to provide educational tools to assist firearms retailers in their store operations. For example, annually the NSSF conducts SHOT Show University the day before the exhibits open at the SHOT Show. Also, the NSSF, in coordination with the Bureau of Alcohol, Tobacco, Firearms and Explosives and FBI NICS, puts on several Retail Education Seminars throughout the country every year. In addition to these events, the NSSF has published a series of “operational books” that are available to firearms retailers.

Our most recent surveys show that retailers and range owners have a strong interest and desire in utilizing the Internet in their professional training. To continue to meet the needs of the retailers and ranges and to address this preference, the NSSF is providing training webinars and

taking regular inventory of their firearms.

Quarterly meetings with the ATF emphasize the need for compliance, and this video points out the many reasons why store managers and owners need to conduct firearms inventories in their stores.

Of course, all of the NSSF productions

Our most recent surveys show that retailers and range owners have a strong interest in utilizing the Internet in their professional training. The NSSF has several training webinars and videos available at nssf.org. videos. Currently, the NSSF has several on the NSSF website specifically tailored for the firearms retailer, and more webinars and videos are planned for the future.

These are available to watch at any time, providing the opportunity for sales staff and managers to watch them together during nonpeak business hours or before the store opens or after it closes.

One of these, “Taking Stock,” highlights the importance of the retail stores

offer valuable lessons. For example, “Wrap It Up, I’ll Take It” is jam-packed with proven sales techniques that will work for all retailers, whether they are just starting out or are seasoned veterans of the industry. The retail game is all about the cash register continuing to ring, and this webinar breaks down many different areas that the retailers must know to maximize the selling potential within their store. “Wrap It Up, I’ll Take It” pro-

vides an in-depth examination of how to create customer service levels, how to recognize traits of salespeople, how to train all levels of sales staff in new concepts, and how to maneuver the sales steps between customers and the sales staff.

“The Benefits of Added-On Sales”— subtitled, “Do You Want Hot Apple Pie With That?”—is a webinar that explores the forgotten art of selling that one extra item. In the hustle and bustle and quick retail pace that we all experience, much too frequently we do not take the time to fully outfit the customer.

The title of the webinar evokes the familiar saying, “Do you want hot apple pie with that?” Sometimes what a customer wants and what he needs are two different things. It’s our job as retailers to earn their trust by making sure we fulfill both their needs and their wants. This webinar walks you through how to question a customer so that you can fully outfit that person. Sales staff and customers both sometimes wince when it comes to added-on sales, but as this video points out, the customer places trust in the retailer, and is usually willing to be upsold.

Training webinars and videos are convenient, informational tools that can benefit firearms retailers. They are available for access at any time on the NSSF’s website, nssf.org. We invite you to view them online and to sign up for e-mail alerts for when the next productions become available.

Randy Clark

Managing Director, Business Development december 2011 ❚ SHot BuSineSS ❚ 15

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U P D AT E

Industry Pays Reward for Stolen Firearms Recovery

T

he National Shooting Sports Foundation has matched a Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) reward in the amount of $500 for information that leads to the recovery of firearms stolen from a Federal Firearms Licensee. The theft occurred on February 27 from Parrott’s Outpost in Onaway, Michigan.

Steve Sanetti, president of the NSSF, said, “From supporting the joint industryATF ‘Don’t Lie for the Other Guy’ anti– straw purchasing campaign to working cooperatively with law enforcement and retailers on enhancing and improving store security, the NSSF’s reward program is merely the most recent industry effort to assist law enforcement in combating criminal activity involving firearms. We are pleased to be able to issue this reward, a reward that helps demonstrate just how seriously America’s firearms industry takes the illegal acquisition and misuse of its products.”

The NSSF will match any reward paid out by the ATF for information leading to the recovery of stolen firearms or the arrest/conviction of those responsible.

The NSSF matching reward initiative began in 2008 following a spate of thefts from firearms retailers around the country. It involves matching, dollar-for-dollar, any reward paid out by the ATF for infor-

mation leading to the recovery of stolen firearms or the arrest and/or conviction of those responsible for stealing firearms from America’s federally licensed firearms retailers.

Budweiser, ArmaLite Sponsorships Strengthen the SHOT Show Major companies continue to show their support for the industry through sponsorships of various aspects of the SHOT Show.

Two such companies that have demonstrated that support have been Budweiser and ArmaLite.

Budweiser is the official sponsor of the NSSF press room at the show. Free wireless capability in the press room and beverages to cap off the workday are two examples of the ways in which the company’s sponsorship will enhance media attendees’ SHOT Show experience.

ArmaLite, the internationally known manufacturer of AR-10, M15, AR-30, and AR-50 rifles, has signed

on as the title sponsor of SHOT Mobile. SHOT Show attendees will find the SHOT Mobile app an invaluable tool for searching for exhibitors, navigating the show floor via interactive maps, finding new products, learning about show specials, viewing the show’s education schedule such as for SHOT Show University, setting up appointments with

exhibitors, requesting callbacks, and finding show services.

“We are grateful to both of these companies, and to all of the SHOT Show sponsors, for showing their support in a way that will make the 2012 SHOT Show a better experience for its participants,” said Chris Dolnack, NSSF senior vice president and chief marketing officer.

16 ❚ SHOT BUSINESS ❚ DECEMBER 2011

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U P D AT E

NSSF to Host Pre-SHOT Show Military Fundraiser First Shots They’ll be yelling “fore” a couple of arsenal of democracy and is days before the SHOT Show, and it among the strongest supporters of will all be for a good cause. our military,” said Chris Dolnack, The National Shooting Sports NSSF senior vice president and chief Foundation will host a pre–SHOT marketing officer. “Birdies for the Brave Show charity golf outis a natural fit for the ing on January 14 and SHOT Show, consider15, 2012, at TPC Las ing how many of our Vegas, to benefit Birdies attendees have close ties for the Brave, a national with the military.” military outreach initiaThe Birdies for the tive proudly supported Brave event will kick off by the PGA TOUR. on Saturday, January 14, Proceeds from the with an evening recepBirdies for the Brave tion and dinner. The event will benefit eight golf outing will be held A golf outing that will on Sunday, January 15. military home-front benefit veterans. groups that provide Each foursome will be critical programs and paired with a wounded services to meet the specialized warrior or military member. needs of wounded warriors and milFor more information, itary families. contact Nicole Tassone at nicole “Throughout our history, the firetassone@pgatourtpc.com or visit birdiesforthebrave.org. arms industry has been America’s

New “Don’t Lie for the Other Guy” Video The National Shooting Sports Foundation’s “Don’t Lie for the Other Guy” video has been a classic in helping retailers detect and deter straw purchase attempts.

With the understanding that more information is better when it comes to educating retailers on this critical issue, the NSSF has produced a new “Don’t Lie” video that depicts seven straw-purchase scenarios, and it has combined the original and new videos onto one DVD. That DVD with both videos has been sent to all NSSF FFL holders.

The new presentation, produced in-house in the NSSF’s full-service

studio, was shot on location at the H&H Shooting Sports Complex in Oklahoma City, Oklahoma, under the supervision of NSSF director of business development Randy Clark.

“We believe that we have captured seven different scenarios that mimic real-life situations that firearms retailers might find themselves in, and helping the viewers gain foresight in how to recognize and handle these situations if they do occur will prepare them for the proper response,” Clark said.

FFLs may order a free “Don’t Lie” retailer kit, which includes the DVD with both videos, at dontlie.org.

Begins Big City Tour

Chicago residents were invited to participate in Big City Tour of First Shots.

With Chicago residents now able to exercise their Second Amendment rights following the Supreme Court’s McDonald decision, and with Wisconsin becoming the 49th state to permit concealed carry, two cities were naturals to kick off the NSSF’s Big City Tour of First Shots. That program, of course, is NSSF’s classroom and closely supervised live-fire seminars offered free to new shooters. First Shots sessions were scheduled at five shooting facilities in Chicagoland and three in the Madison, Wisconsin, area for November 5.

“Classes for three of the five Chicagoland ranges were completely filled within days of the opening of registration,” said Tisma Juett, NSSF manager of First Shots.

Although First Shots seminars provide an introduction to safe and responsible shooting and firearms storage for both handguns and long arms, these seminars focused on handguns.

“Each seminar covers laws and regulations, emphasizes the value of proper training, and puts participants on the firing line with certified instructors so they can experience the fun of target shooting,” Juett said.

Miami and Sacramento are tentatively scheduled for March 2012 for this Big City Tour.

For more information about First Shots, including how to host an event, contact Tisma Juett at tjuett@nssf.org or go to firstshots.org.

© 2011 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 permission. All other company and product names are trademarks or registered trademarks of their respective owners.

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NSSF DELIVERS VALUE LAW ENFORCEMENT EDUCATION PROGRAM (LEEP) SHOT Show University may be the best-known educational opportunity at the SHOT Show, but law enforcement officers in recent years have come to appreciate the offerings at the show’s Law Enforcement Education Program. Known by most attendees simply as LEEP, the series of sessions, produced in partnership between the National Shooting Sports Foundation and Law Officer Magazine, are spread out over the run of the show, offering a gold mine of knowledge, as well as networking opportunities with speakers and fellow attendees.

S

ONE ATTENDEE’S EXPERIENCE Attendee: Lt. George N. Petrakakis Police Department: Petrakakis is a 28-year veteran of New Jersey Law Enforcement Benefits of LEEP: “The program is outstanding. It provides law enforcement officers an opportunity to attend seminars where instructors are experts and on the cutting edge of their respective fields. Additionally, the opportunity to engage in constructive dialogue with other law enforcement officers is invaluable. The seminar content is extremely useful and can be taken back to one’s agency and shared with others. The experience is tremendous. If you are a law enforcement officer, you should make an effort to attend. You will not be disappointed.”

Value for Law Enforcement Officers Attending the SHOT Show: “The SHOT Show is absolutely phenomenal. Everything you can imagine that has to do with the sports of shooting and hunting, and then some, is there. More important, one section is devoted to Law Enforcement, which is of tremendous value to LEOs. It’s a great opportunity to speak with vendors; request a test-and-evaluation of a particular product of interest; discuss the needs of your agency; network; try on different gear; explore new technology, weapons systems, and accessories—and more. It’s unbeatable!”

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 6,000 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 bswann@nssf.org.

WWW.NSSF.ORG 18 • SHOT BUSINESS • MONTH 2010

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B Y M A R K T H O M A S , M A N A G I N G D I R E C T O R , M A R K E T I N G C O M M U N I C AT I O N S

u p d at e

Yo u S H o u l d K n o w

An Old Idea With a New Twist Getting people to pull the trigger

A

t the risk of dating myself, I want to illustrate how an old idea can still be very productive and effective today. In the 1950s and ’60s, Popular Mechanics was one of the most widely read magazines in the country. It featured many projects a home handyman or hobbyist could do in his spare time. The projects were always very relevant, timely, and simple, and contained step-by-step procedures on how to complete the project. An example of one such article: “Build an economical jungle gym for your kids to enjoy this weekend.” That is the premise of the National Shooting Sports Foundation’s “Pull the Trigger” monthly electronic newsletter.

This monthly consumer newsletter is carefully designed to engage a broad spectrum of firearms owners with helpful tips, videos, and articles. Would-be readers can subscribe to this electronic newsletter at no cost at nssf.org/enewsletters, or they can simply read current and past issues at the NSSF website, nssf.org/ pullthetrigger.

“Pull the Trigger” readers are hunters, target shooters (competitive and recreational), collectors, and individuals interested in home and personal protection, as well as those who are no longer active in the shooting sports. Its content can provide the motivation to get people fired up about participating in the shooting sports and hunting, whether for the first time or for the one-hundredth time.

Content includes original articles and video segments produced by the NSSF, as well as links to articles and how-to video by other experts in the hunting and shooting community.

As the trade association for the firearms and ammunition industry, the NSSF’s sole mission is to promote, protect, and preserve hunting and the shooting sports with a stated goal to increase participation by 20 percent by 2014. The NSSF encourages the re-use of “Pull the Trigger” content to that end. Any state agency and nongovernmental agency, and any NSSF member business, organization, or agency with an e-mail database of

hunters and shooters will find that the content of this easy-to-read e-newsletter provides an excellent way to stay in touch with their audience. It will provide added value, encourage participation in the shooting sports, and drive traffic to websites.

We know how much fun and how rewarding hunting and target shooting can be. The goal of “Pull the Trigger” is

were motivated to “pull the trigger” after viewing these tips.

The NSSF has partnered with Gunbroker.com to send the newsletter out monthly to more than one million subscribers. Its timing is no accident. The newsletter is sent out on the Thursday before the 15th of every month. This is when many people are planning their weekends, and the “open rates” have reflected this.

One truly unique aspect of “Pull the Trigger” is that it isn’t selling anything but participation and education. The newslet-

The NSSF’s “pull the trigger” monthly electronic newsletter is carefully designed to engage a broad spectrum of firearms owners. Its readers are hunters, target shooters, and collectors. to remind participants of that, so that they’re inspired to head out to the range or afield, preferably with family and friends.

What is really key to the success of “Pull the Trigger” is the many varied video vignettes and tips directed at multiple audiences. It is one thing to read about sighting in a rifle, and clearly another to actually see step-by-step how it is done.

Each edition speaks to novices as well as veteran shooters. In a recent reader survey, 87 percent of respondents said they

ter’s video instructors are experts, educators, celebrities, and certified firearms instructors. The list includes NSSF inhouse staff as well as noted shooters— including Doug Koenig and Gil Ash, to name a couple.

Any state agency, NGO, or stressed social media manager is strongly encouraged to consider using this powerful content to strengthen its electronic offering designed to engage hunting and shooting audiences. Since the cost is free, it is truly a win/win situation for everyone. december 2011 ❚ SHot BuSineSS ❚ 19

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at f Q & a

Lost & Found

Whom should you contact when a firearm is recovered? after having completed an inventory and not been able to locate one firearm, I promptly contacted the atf and local authorities. a week later, we discovered the firearm in our stockroom, and I again notified the atf.

Must I also contact those local authorities?

q

Yes, the licensee is responsible for notifying both the ATF and local authorities about the recovery of the missing firearm.

A

If a federal firearms Licensed-retailer, while exhibiting at a gun show within that ffL’s own state, is doing NICS checks for firearms being sold at the show by unlicensed sellers to other persons, can the licensed ffL holder just do the NICS check without logging the firearms in his books? Or must the ffL log the firearms in his books after doing the NICS check and “releasing” the firearm to the buyer?

censed seller) may result in revocation of their NICS inquiry privileges by the FBI, as well as the possibility of being fined.

My state has a concealed carry permit. are there any special compliance considerations to take into account when selling a handgun to a person who is permitted

q

q

q

The FFL is only authorized to conduct NICS checks to his/her prospective firearm transferees and/or for pre-pawn checks.

Failure to comply with NICS obligations and responsibilities and/or misuse of the system (i.e., conducting background checks on behalf of an unli-

A

A

tation of firearms at 18 U.S.C. § 926A. It states, “Notwithstanding any other provisions of any law or any rule or regulation of a State or any political subdivision thereof, any person who is not otherwise prohibited by this chapter from transporting, shipping, or receiving a firearm shall be entitled to transport a firearm for any lawful purpose from any place where he may lawfully possess and carry such firearm to any other place

Can a licensed ffL, while in another state, purchase legally owned handguns and/or long guns from any individual and/or company?

Yes, an FFL may acquire firearms from any FFL in any state and from any non-licensed individual, provided that the state that the FFL is visiting allows the transfer.

to carry a concealed firearm?

If the concealed weapons permit issued in your state is qualified as an alternative to a background check under the provisions of federal firearms laws, you must comply with the following requirements when transferring a firearm to an unlicensed person pursuant to this permit alternative: Have the transferee complete and sign ATF Form 4473, Firearms Transaction Record.

Verify the identity of the transferee through government-issued photo identification (for example, a driver’s license).

Verify that the permit was issued within the past five

A

years by the state in which the transfer is to occur, that the permit is valid and that the permit has not expired.

Either retain a copy of the transferee’s permit and attach it to the Form 4473, or record on the Form 4473 any identifying number from the permit, the date of issuance, and the expiration date of the permit.

A listing of permits that qualify as an alternative to a background check under the

provisions of federal firearms law may be found at atf.gov/firearms/brady-law/ permit-chart.html. following up on the question in the box above, can the licensed ffL then possess the firearms while he transports the firearms back to his state of license? Or must he transport the guns to a licensed carrier to have that carrier ship the firearms to his licensed business location in another state?

q

A

Federal law regulates the interstate transpor-

where he may lawfully possess and carry such firearm if, during such transportation the firearm is unloaded, and neither the firearm nor any ammunition being transported is readily accessible or is directly accessible from the passenger compartment of such transporting vehicle: Provided, that in the case of a vehicle without a compartment separate from the driver’s compartment, the firearm or ammunition shall be contained in a locked container other than the glove compartment or console.”

For state laws, a list of the State Attorney General’s Offices may be found on the Internet at http://www .naag.org.

20 ❚ Shot BuSineSS ❚ december 2011

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FYI

by scoTT besTul

The Watchful Eye Paying attention to your customer and your employee behavior pays big dividends

L

ast month we examined the security measures used at Oklahoma City’s H&H Gun Range. In that installment, owner Miles Hall detailed some of the security tools he uses to monitor the exterior of his store. This month we move inside, and Hall is discussing preventing theft and loss from the store’s interior.

The first step is simply looking over your shop—in a way you might not think of. “At my store,” Hall says, “I might get up on a counter or a stepladder, checking for displays and aisles that are vulnerable. I feel a bright store dominated by uncluttered areas is huge deterrent to shoplifting.”

Frequent customer interaction goes a long way toward discouraging theft, Hall insists. “If you want to invite a shoplifter to steal you blind, ignore him,” he says.

“You can nearly eliminate that kind of theft by simply having enough staff on the floor. Obviously you don’t want customers to feel harassed, and they need to feel comfortable looking on their own. But we greet people at the door, ask them if they need help, and try not to forget about them as they shop. When you’re interactive with customers, you engage the ones who are there with questions or are ready to buy, and you discourage people with less honorable intent. Our basic philosophy is, the faster you recognize and greet a guest, the better you service them.”

Hall says a well-trained staff is also constantly aware of store security. “We teach them to be vigilant at all times, especially at vulnerable times such as when they arrive at work to open up or when it’s their turn to close up shop,” he says. “But they’re also excellent at recognizing suspicious situations or individuals. One day

H&H Gun Range uses video surveillance to monitor customer activity, but with a slightly different take.

Some cameras are mounted in lower areas of the store to get beneath the ball caps that thieves love to wear.

we had three people come into the store at once and behave very strangely. One went through the door, walked to the opposite side of the store, and just stood there. A second stepped inside and took a position right next to the door. And the third approached the counter. Fortunately, my employees were right on top of this, and my manager addressed the person at the counter directly and engaged him in conversation. He also made it very obvious that he had a holstered handgun on his belt. There must have been some signal, because all three suddenly turned and

Monitored Microphones

One of the best security tips Miles Hall has ever received came from the owner of a video arcade. “He’d been having troubles with after-hours break-ins and stopped that problem by installing monitored microphones,” Hall says. “We have more than 100 in our store, and they’re small but highly sensitive. They go hot the minute you lock up the shop, and then they broadcast noises they pick up to an off-site monitoring station. That system compares the sound it is picking up with the normal noises it registers each night. When something unique or notable is detected, you can go in to investigate.”

left. We’ll never know exactly what their intentions were, but my employees agreed that it was a very tense situation. I feel they handled it extremely well.”

Much is said and written about internal theft by employees. Yet, Hall says, the problem can be nearly eliminated if management exercises the same watchful eye over staff that employees level on customers. “We simply pay attention,” he says.

“Things like random inspections and inventories keep everyone honest, and I try to make it a point to reward employees for a lack of inventory shrinkage. Basically, if you are thorough in your hiring process, you just wind up with good people who are less likely to behave badly.”

Like many shop owners, Hall employs video surveillance, but he takes a slightly different approach. “We mount our cameras in lower areas of the store,” he says.

“This helps us get beneath the brims of the ball caps that thieves adore. All our video goes directly to the hard drive of a computer system located outside the store. I can be almost anywhere in the world, get on my smartphone, and see what’s happening at the store—live.”

22 ❚ Shot BuSineSS ❚ december 2011

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firing line

b y s l at o n l . w h i t e

Radical Departure

Selling Tip

C

onfession: I’m a big fan of my Citori XS Skeet, which I bought secondhand from a grouse-hunting buddy. It has served me well for years on the trap and skeet fields, as well as at five stand and sporting clays. But like the man who owns a vintage Mustang, there are times when you just need to walk through a new-car showroom to see what’s out there.

That’s how I ended up “test driving” the Browning Cynergy. The model I chose was the 12-gauge 3-inch Sporting Composite with adjustable comb and 28-inch barrels. The Cynergy has been on the market for nearly eight years now, and as with any design that radically departs from tradition, it still generates strong opinions (pro and con) among the stacked-barrel fraternity. There are acolytes who appreciate the sleek, low-profile look (and the technology that created it), and then there are those who see it as the devil’s spawn, simply because it doesn’t look like a traditional over/under.

But that is precisely the point. Because the Cynergy utilized new technology, Browning wanted a design that showed off all that innovation. The key feature that

sets the Cynergy apart from other over/ unders is what the manufacturer calls a “reverse hinge concept,” which replaces the traditional trunnion-style hinge. The new system—the MonoLock Hinge—pivots over a larger surface area, which Browning believes helps reduce wear and tear in the long run. At the same time, the hinge led the way for a new low-profile receiver that not only helped give the shotgun its distinctive look, but also allows a shooter to get on target faster.

Enhanced Fit The redesigned trigger was another important innovation. Instead of the hammer trigger found on most over/unders, Browning based Cynergy’s trigger on a

Browning’s Cynergy over/under uses a sleek, low-profile design that lets a shooter acquire the target faster.

rifle design. The result is a reverse-striker mechanical trigger that reduces lock time and overtravel. The other advantage of a mechanical trigger (rather than an inertia trigger, which uses recoil to set the trigger for a second shot) is that the second barrel will always fire, even when the shooter is using low-recoil loads.

Improvements such as these are supposed to help a clay shooter get on target faster and shoot quicker. Based on the rounds I shot last summer, the shotgun does just that. No matter from which direction the target came, I was able to get on it quickly and break it—well, at least most of the time.

But there’s more. This model comes with an adjustable comb, which allows you to customize the fit in ⅛-inch increments with a supplied Allen wrench. It’s a good idea, though you’ll find it takes a bit of time to make the proper adjustments. But if your customer is fussy about fit, it’s a valuable feature. You’ll also appreciate the integrated Inflex recoil pad, which has been designed to reduce felt recoil by 25 percent.

To further enhance fit, Browning offers three pads (all ½-inch long) as well as a ¼-inch spacer. That gives shooters as much as 1¾ inches of length-of-pull adjustment.

The back-bored barrels now also benefit from Vector Pro lengthened forcing cones.

The gradual taper of the 2½-inch forcing cones helps reduce shot deformation. This, in turn, improves pattern uniformity, which should result in more broken targets. Works for me. SRP: $3,819. (800333-3288; browning.com)

sLATon L. wHiTe

Browning’s Cynergy follows a different course

The Cynergy isn’t for everyone.

At my gun club, the old stalwarts stared at it as if it were an errant son-in-law. But younger shooters liked its looks, as well as its balance and feel. Have your staff thoroughly familiarize themselves with the gun, and have them practice fitting the barrels to the stock. The MonoLock Hinge has a different feel from the trunnion hinge, and it will take some practice to snap smartly into place. The last thing you need is a sales associate fumbling with it in front of a customer.

24 ❚ ShoT BuSineSS ❚ december 2011

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undercover shopper

Plinking in the Valley

In search of the perfect target pistol in California’s Silicon Valley

W

ould I have to tread carefully in the Golden State, as I searched the Silicon Valley for the perfect target pistol?

Would gun store sales associates grill me beforehand and not even show me a firearm unless I proved that I was a California resident? I’d heard so many horror stories about gun purchases in California that I decided to play it safe. When I was in San Jose recently, I went undercover in search of a staple in any gun owner’s collection: the perfect target pistol.

My story was that I wanted to practice for NRA Postal Matches and needed a reliable .22 pistol. I figured this request instantly would put a sales associate to the test because it required a basic knowledge of competition-style pistols that consistently perform at top levels.

Store A

This outfit also carried hunting supplies and displayed several impressive mounts, including a lion in full-pounce mode near the entrance.

One associate started working with me, but was superseded by another. I could find no logical reason for the switch.

Although the store carried the same Ruger as Store A, the salesman highly recommended a Smith & Wesson Model 41, which retails at $1,150. Nearly twice the price of the Ruger, it was on the pricey side for me. Then, he went the distance, checking used inventory for a High Standard target pistol, but the store did not have any in stock.

Later, he called two other competitors to see if they carried High Standard guns. In addition, he gave me a printout of local ranges, including a plinking range complete with tin cans. He also suggested I look online at the California Department of Justice and its Bureau of Firearms page, where I could see the types of firearms allowed for purchase in California. (Note: Olympic-style competition handguns are approved for the state.)

He added that he could order any gun at about 5 to 10 percent below SRP, and if I did not want the gun when it came in, it wouldn’t be a problem. He could sell it to someone else.

pixel pushers

I received immediate attention at the gun counter. The salesman asked pertinent questions about what I expected from a target pistol and showed me a range of guns. Only one gun in the inventory really met the specs for competition, and that was the Ruger Mark III Hunter 529 with wood grips. Most of the other guns in the case were standard .22s from Browning, Beretta, Ruger, and Walther. With the full range of .22s

available, and with the offer to order a customized Olympic-style pistol, this store catered to the .22 shooter.

The sales associate displayed very good listening skills and took the time to work with me on finding a great gun for my needs. Since the store offered a wide range of pistols, it was easy for him to offer me a “hands-on” experience, and he took time to work with me on the various advantages of certain guns, such as locations of magazine releases and grip angles.

Store B

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Store C Located in a new building, this store had been in business for only a few months, and the owner said he was still in the process of building his inventory.

That became obvious when a sales associate, not the owner, kept pushing one Ruger pistol after another to me for sale. From the back room of the store, he retrieved a Ruger Mark III 512 GCL with a special competition trigger, customized for a client and already sold.

His sales approach also included firing

up a laptop and showing me other competition guns (by Ruger, of course) that he could order for me at 10 percent off SRP. He also offered free sight-attachment services by the store’s resident gunsmith on any gun I bought there.

Store D Finally, a gun store that looked like what you would imagine a California gun store from the 1960s would look like. It was set among myriad strip malls, and I

could smell the pleasant aroma of Tandoori bread that emanated from a nearby restaurant as I crossed the parking lot. Upon entering the store, I encountered an old-gun oily smell, as well as a bunch of dudes sitting around, one of whom had his feet propped up on the counter.

The store had only one target pistol to speak of—a Ruger. Somehow, I was not surprised. The associate told me that they could order any gun for me, and that they would charge me “the price in the book.”

how’d they Do? Customer Service

Product Knowledge

Product Availability

The sales associate took the time to help me find the gun that would meet my needs. he also took the time to explain such key features as magazine releases and grip angles.

Very knowledgeable about guns, and offered a healthy range of .22s for my perusal. i have shot all of these guns, and know what makes a great competition pistol and what works with my style/ anatomy. i appreciate that he wanted to offer me an option if i could not afford a $1,000plus customized pistol.

Very nice lineup, from budget to custom-order.

impressive. The sales associate went the extra mile by checking his inventory and then calling competitors to see if they had the model i wanted.

This sales associate knew his stuff, and knew that a competition pistol needs to be able to compete. immediately, he ascertained that i was ready to buy a higherend pistol, if necessary.

limited, but could—and would—order a gun for me immediately.

The store was adequately staffed, and the sales associate was extremely polite and showed great listening skills.

The sales associate seemed to know a lot about rugers, the only competition pistol the store sold.

if you want a ruger, go here; for anything else, don’t bother.

professional, courteous, and knowledgeable. Good eye contact and listening skills.

listened and answered my questions competently.

Mentioned that, unfortunately, he could not keep good-quality competition pistols in stock.

There was only one gun in inventory.

store

A

store

b

store

C

store

D

SCOring SyStem: Outstanding:

Very Good:

Winner: store

Average:

b

even though inventory was limited, the sales associate delivered outstanding customer service…and that made all the difference.

Kerleys Hunting and Outfitting 20301 stevens Creek Blvd.

Cupertino, CA 95014 408-255-1920 kerleyshunting .com

Fair:

poor:

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These days, iT’s Truly difficulT To sell a

Whatever Happened to Bad Bullets?

28 ❚ Shot BuSineSS ❚ december 2011

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l a

poor-performing bulleT

By DaviD E. PEtzal

Way Back WhEn, one of the staple stories upon which I could count was the

bad-bullet piece—how I or someone I knew had shot some poor beast perfectly and had the bullet either fail to expand or BloW uP, allowing said creature to escape.

The last time this actually happened to me was in May 1988. I took a BranD-nEW gamE BullEt from one of the big ammo companies to Africa, where it disgraced itself. Then it did the same for other people, and was PullED off thE markEt.

december 2011 ❚ Shot BuSineSS ❚ 29

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Whatever Happened to Bad Bullets?

Premium bullets, such as those found on these Winchester cartridges, are designed to perform consistently. That's why this kind of ammo typically costs more than budget brands.

a great stench and uproar

THree IS beTTer THAN ONe Even though there are no bad bullets anymore, it’s still a fact that some bullets shoot much better than others in a given rifle.

So when a customer tells you that he’s going on an elk hunt and he wants a good, tough slug that will hold together, don’t simply sell him a box of ammo with good, tough slugs.

Instead, point out that Remington loads CoreLokt Ultra Bonded and Swift A-Frame, and Winchester stuffs shells with Nosler E-Tips and Partitions, and Federal offers Trophy Bonded Tipped bullets and Barnes Triple Shock, and that while all of them will do a terrific job, one of them is going to shoot more accurately

than the others—maybe a lot more accurately.

This is simply the way rifles behave.

It makes far more sense to sell three kinds of ammo and let the customer find out which his rifle loves. It’s not cheap, but it only has to be done once.

And if two perform equally well, he’s even further ahead of the game.

While you’re at it, tell your customer that the little holes he punches in a target can tell him a lot besides whether the rifle is sighted in. Your insights should help him shoot better, and it’s information the clowns at the big boxes can’t—or won’t—deliver.

The guy can’t even get a group. This means that a) he can’t shoot; b) his scope reticle is broken; c) the scope is slipping in its rings; or d) the rifle’s bedding screws have worked loose.

The rifle places two shots together and the third off in outer space. This means that whatever ammo (brand, grain, bullet design) he’s shooting is almost right for the gun, but not quite.

He needs to find something else to shoot.

An anomoly such as this could mean a flinch.

The shooter last sighted his rifle over a backpack, and now,

when he checks it again over sandbags, the groups are way high.

This is because some rifles are extremely sensitive to the hardness of the rest. Tell him that no matter what he sights in over, he should shoot his last group with his hand grasping the forend; that’s how it will shoot in the field.

The rifle, which shot just fine last fall, is shooting way high, or way left, or way right. Check the barrel channel: There’s a good chance the wood stock has swelled and is pressing on the barrel.

Even synthetic-stocked rifles can do this if their bedding shifts, or if the stock is poorly inletted.

The first group is fine, but subsequent groups print higher and higher on the target. This means he’s shooting the barrel too hot. Tell him to let it cool down until it’s cold to the touch before shooting again.

OPENER: WINDIGOIMAGES.COM. THIS PAGE: JUSTIN APPENZELLER (TARGET)

So great was the tumult over the failure of this bullet that ammo companies began far more realistic testing of the slugs they offered. And I believe that it was at about this time that ammo manufacturers—the big ones—began offering premium bullets from small, independent makers. Weatherby was first, decades ago, when it loaded Hornady and Nosler Partition bullets in its own ammo. Since then, just about

30 ❚ Shot BuSineSS ❚ december 2011

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Whatever Happened to Bad Bullets? every major ammo company has gotten into the racket.

serving Two masters A big-game bullet has to do two contradictory things—it must expand and it must penetrate. One without the other is worthless. Not only that, but it must also perform reliably at any velocity, from 1,000 fps to 3,500 fps. From the invention of the smokeless-powder cartridge in the 1890s until 1947, there was no bullet that would do all this. But then, two years after the conclusion of the last war we won, a machinist and fanatic hunter named John Nosler invented the Partition bullet. This slug had two lead cores separated by a web formed by the bullet jacket. The front half of the bullet was fragile and would expand at any velocity, but from the web back, the rest of the projectile was extremely strong and would penetrate no matter what.

The second step came in the early 1970s, when an Idahoan named Bob Steigers hit on the idea of making a bullet out of pure copper and pure lead (the result of which is less brittle than lead and copper alloys) and bonding the lead core to the copper jacket. Bitterroots were sold in packets of 10, and cost a small fortune.

They were not accurate, but they expanded to huge diameters, penetrated like jackhammers, and retained nearly 100 percent of their weight.

The Swift A-Frame is an example of this concept in full flower. I’ve recovered only two A-Frames from animals.

One was from a Cape buffalo, the other from an Alaska moose. The slugs were right under the hide on the far side of the critters.

In the early 1980s, a new Nosler made its debut. It was called the Ballistic Tip, and was a hollowpoint bullet with a polycarbonate point. The point did not deform from battering in a magazine as did lead tips, and it increased the ballistic coefficient of the slugs whose noses it graced. It also acted as a wedge, ensuring that when a Ballistic Tip hit something, it expanded but good.

The first Ballistic Tips caused Nosler headaches because hunters did not

understand that they were quickexpanders not designed for game bigger than deer. Nosler strengthened the Ballistic Tip, and once people understood how to use them, they became wildly popular. I’ve used lots of Ballistic Tips, and lots of Hornady SSTs, which use the same kind of construction. Both slugs expand violently; if you want a quick killer on deer or antelope, here is where you go. Which is better? The Ballistic Tip may be the most accurate hunting bullet on the market; the SST seems stronger. You can recommend either in good conscience.

The final step came in 1989, courtesy of Barnes Bullets, which startled the shooting world with a pure-copper slug called the X-Bullet. Eliminating the lead core solved a number of problems, but Barnes led the way in pure-copper slugs. Here, Tipped TSX bullets in Federal Premium cartridges.

created new ones. Because copper weighs less than lead, X-Bullets were longer than standard and could impinge on the powder space in a cartridge. The pure copper tended to “smear” as it passed up a bore, creating fouling problems. The “petals” formed on impact by the nose of the slug sometimes broke off, or sometimes simply imploded.

Some shooters saw erratic pressures.

All this notwithstanding, X-Bullets were deadly and stood up to ultra-high velocity, and Barnes kept working on them. In 2003, the company announced the TSX, an improved X-Bullet with four relieving grooves that solved the pressure and fouling problems in one fell swoop. TSXs are mind-bogglingly accurate; in addition, they expand unfailingly and retain close to 100 percent of their weight. In addition, Barnes offers the Tipped TSX, which

has a polycarbonate tip, and the MRX, which has not only the fancy tip, but also a lead-free, heavy-metal core.

I’ve used all three on a variety of game, from 150-pound warthogs to 450pound red stags and kudu, and have never been able to recover a single one.

Nor have I had to pull the trigger twice on the same animal. Nosler and Hornady have come out with homogeneous bullets, called, respectively, the E-Tip and the GMX. Both are made of gilding metal instead of the copper that Barnes uses, and I do not have enough experience with them yet to say anything intelligent about them.

and What of ordinary bullets?

If your customer doesn’t want to pay for premium bullets, does this make him less of a hunter? No. The excellence of the premium projectiles has forced manufacturers to take considerable pains with their standard-priced slugs. The Remington Core-Lokt, to use one example, is an excellent big-game bullet. A step above that is the CoreLokt Ultra, which will kill anything and doesn’t cost a fortune. So don’t feel disadvantaged when recommending “ordinary bullets.” In truth, there are none.

profound impact As a result of these seismic changes in bullet effectiveness, all the stuff your customers read about which cartridge is suitable for which game is mostly meaningless. Modern bullets—just about all of them—are so effective that they render caliber and velocity almost irrelevant.

(There are exceptions: If a customer wants to hunt brown bear with a .25/06, you should tell him to get right with God first.) Forget about the cartridge and put your trust in the bullet. And recommend an extra box or two for practice. The industry has yet to come up with a substitute for good marksmanship.

32 ❚ Shot BuSineSS ❚ december 2011

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ACCURACY

34 ❚ SHOT BUSINESS ❚ DECEMBER 2011

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ast year, on a steamy June morning when no one but a true gun nut would be anywhere except under an air conditioner, I shot a new rifle from Savage called the Axis. It’s a .308, and it sells for under $300 in the real world. With ammo it liked, the Axis shot under a minute of angle.

A week before that, I tested a .308 tactical rifle from Thompson/ Center called the Icon Warlord.

Unlike the Axis, it’s a custom-shop proposition that costs the better part of $4,000, and it put five shots through a hole that could be covered by a thumbtack.

Factory rifles have come a long way In the last couple of years I’ve

By David E. Petzal tested a great variety of rifles and, almost without exception, they shot to a standard thought impossible only a decade or so ago. It’s as though passenger jets could suddenly fly at 750 mph instead of 500.

(Which would be moot, because the flight would be delayed, your bags would be lost, and the screeching brat in the seat next to you would puke in your lap.)

THE

ACCURACY

LON LAUBER

REVOLUTION

DECEMBER 2011 ❚ SHOT BUSINESS ❚ 35

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ACCURACY

T

HE KEY to building an accurate rifle lies in creating rigidity and in controlling vibration. A fired gun twists like a pole dancer and twangs like a tuning fork. The less it twists and twangs, the better it shoots. And rifle makers now have learned how to control all that stuff.

Advances in bolt actions, synthetic stocks, and freefloating barrels have made factory rifles much more accurate.

LOCKS...

G

UN BUILDERS have known for a long time that many bolt-actions flex and squirm under recoil; if you want to make a truly accurate rifle, you need a stiff action that does not writhe and wriggle.

The first really stiff action was the Remington Model 700. In cross-section it’s a tube, and a tube is stiffer than any other shape. Because of its simplicity, the 700 is also extremely easy to bed solidly.

The latest bolt-actions have gone a step

A LOT OF PEOPLE ARE CONVINCED CONVENTIONAL RODS ARE THE WAY TO GO.

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or two further. They have extremely stiff actions made more so by thick receiver walls, small ejection ports, and, in some cases, integral Picatinny rails. Notable examples are the Savage Model 12, the Thompson/Center Icon, and the Tikka T3.

...STOCKS...

WINDIGOIMAGES

I

N THE 1970s, custom gunsmiths began building the first practical synthetic stocks for hunting rifles.

Made of fiberglass and epoxy resin, they were not only light, but they were also absolutely inert. Unlike with wood, temperature and humidity had no effect on them, and for the first time rifles had 100 percent stable platforms. Top-flight synthetic stocks are now made of Kevlar and graphite as well, and they incorporate the second major improvement in stock building: pillar bedding (reinforcing a stock with aluminum inserts).

There are two ways to make a stiff stock

(or a stock stiff ). The first is to construct something that is inherently rigid, like the Kevlar/graphite stocks made by New Ultra Light Arms or High Tech Specialties; the second is to build something that is less expensive and then reinforce it with an aluminum bedding girder, which is the method H-S Precision uses. When you torque down the screws on these modern stocks, nothing moves anywhere, ever.

...AND BARRELS

W

HEN A RIFLE goes bang, the barrel not only vibrates, but writhes like a snake. In the old days, gunmakers thought that the way to control this was to full-length-bed the barrel. They believed the pressure applied by the forend would quiet things down. This works, but only if a) the bedding job is perfect; and b) the forend wood never swells or shrinks.

Unfortunately, a and b are possible only on custom rifles, not on factory guns.

The alternative answer was to free-float the barrel, giving it no contact with the forend. Since nothing could influence the way it twanged and writhed, it would twang and writhe the same for each shot.

This works to perfection, and today, all the factory rifles I see are free-floated.

Melvin Forbes of New Ultra Light Arms has a variation on this. His barrels are fulllength-bedded, but there is no pressure on them. The forend makes contact with the barrel, but no more. Forbes believes that this technique effectively dampens vibration. Kevlar is completely inert, so the shifting problems created by wood are gone, and his rifles shoot like a dream.

These are just some of the reasons why your customers’ rifle is so much more accurate than they are. I could throw into the equation more advanced bullets and sharper scopes, but why make them any more miserable than they already are?

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the

Behind Counter The people you hire can make you— or break you

By Brian McCoMBie

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W

ar movie aficionados have heard the term “the thousand-yard stare,” used to describe a battle-weary soldier who has an unfocused gaze, the kind that looks right at you but doesn’t really see you. You can find a version of this stare in some gun shops, too. Bill Kucyk has seen it: the faraway look some sales associates get when the customer isn’t actively asking them questions or requesting to hold a particular firearm.

“They pull back and wait,” Kucyk says of this type of salesperson. “They often seem to use the counter as a kind of protection. They’ll answer your questions, but otherwise? They’re just kind of there.”

The owner of Action Impact, a 10,000-squarefoot firearms retailer and indoor range in Southfield, Michigan, Kucyk recruits a very different personality type for his sales associates.

“What I’m looking for is good communication skills, a passion for firearms, and a type A personality—someone who can take the lead when it’s necessary,” Kucyk says. “I need people here who can keep the lines of communication open and take it to the next level. I want them to ask their own questions, get that customer’s feedback, and keep him involved.”

Of course, a firearms retailer needs solid inventory, good displays, and an innovative marketing plan.

And yet, the best inventory in the world can’t answer questions, great displays won’t make suggestions, and a killer marketing plan can’t make a customer feel his or her shooting needs are being addressed.

“A guy who walks into your gun shop is there because he likes guns and he wants to buy something,” says Rick Stovall, Southwest regional manager with H&G Marketing, a firm that represents firearms and accessory manufacturers. “He’d like some help—most guys need some help—but if he isn’t engaged by your salespeople? He’s not likely to buy anything.”

And that thousand-yard stare sure isn’t going to help matters.

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questions before they answer. Answering before he’s even done asking a question could simply be eagerness. But it could also be an early warning sign of a dominant personality who won’t listen to what customers really want and need.

Know what you Sell Once you’ve actually made a new hire, that’s when the training begins. At many

and educate sales staff on new products from H&G’s clients. He finds a 30- to 45-minute update works best.

“Keep it short and to the point,” Stovall recommends. “You can’t spend a half hour on a single product—people won’t retain that anyway. Bullet point it: Here’s this new binocular, here’s what it does better than the old one, here’s the best feature or two. Direct them to the sales

1

1. At Sprague’s Sports, owner Richard Sprague and staff discuss sales techniques for a particular shotgun.

2. A female customer looks over a handgun at Coal Creek Armory with the help of sales associate Scott Hale.

3. Sprague points out a shotgun’s key features to an interested customer.

4. Reviewing Sprague Sports’ weekly advertisement at a sales staff meeting.

gun shops, the initial training is focused on product knowledge.

Many shops train their employees using the website 3point5.com, where they can access all kinds of information on current and upcoming shooting market products.

And it’s free! Kucyk notes that his salespeople are very computer-savvy and regularly update their product knowledge with Internet searches, scouring manufacturer websites and user reviews.

And don’t forget the old-fashioned product catalog. Handy and portable, an employee can easily take it to lunch for some quick brushing up. Kucyk makes sure he passes on such literature to his employees, and that they know he considers it an important reference.

Part of Stovall’s job is to visit gun shops

2

catalogs or websites for further info.”

Last, make sure your sales employees log some range time with the firearms they sell. “That way, they can look your customers in the eye and say, ‘Oh, I’ve shot this handgun, and it’s great,’” advises William Kendy, a retail sales expert and presenter at SHOT Show University, held at the SHOT Show every year.

CoaCh ’em up “The one definite advantage an independent shop has is its ability to provide real

illustration by pixel pushers

the home-Grown employee All three of the firearms retailers SHOT Business interviewed for this article begin their new-employee search in the same place—their own retail counters.

“I hire a number of salespeople who I already know and who I have a track record with,” says Richard Sprague, owner of Sprague’s Sports in Yuma, Arizona. Sprague, who was the 2010 SHOT Business Retailer of the Year, adds, “I’m talking about my customers. I really look hard at our customer base when a position opens up.”

Frequent customers, Sprague notes, come with that most-necessary of all attributes—a love of firearms. As they return to his store, Sprague gets a feel for their personality. In a sense, it can become a sort of extended job interview.

Back in Michigan, Kucyk has had the same experience. “In essence, my future employees kind of find me,” says Kucyk.

“These are people whose passion for firearms brings them in. Then it’s a matter of their having good communication skills and an enthusiastic personality.”

Customers as potential employees is the reason Jonathan Pirkle, owner of the Coal Creek Armory in Knoxville, Tennessee, makes sure he has a “Help Wanted” sign up in his operation any time he has a sales opening. “We have a lot of customers with law enforcement and security backgrounds,” he says. “They usually know a lot about firearms already.

That’s a plus. And, given that, they’re able to quickly pick up what they need to know about other firearms we sell.”

Sometimes, though, knowing a lot about firearms—and having very strong opinions on said knowledge—can be a real hindrance, as Pirkle discovered.

“We made a few new hires, guys who had really strong philosophies about guns,” he says. “These people interviewed very well. They knew a lot about guns, were enthused about the chance to work around them, and were quite outgoing.”

Too outgoing, Pirkle later determined.

“For example,” Prickle says, “one guy tried to push a Glock when the customer really wanted the SIG and was ready to buy it. But the counter guy kept insisting on the Glock. That kind of attitude costs you sales. You need to befriend the customer and listen to them, not talk at them.”

Now, during the initial interview, Pirkle looks for people who fully listen to his 40 ❚ SHot BuSineSS ❚ december 2011

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customer service,” says Kendy. “But you have to develop that service by training your sales associates.”

Kendy recommends mentoring from Day One. “Put that new person with your best sales associate, and have them work together for a few weeks,” he says. “As they become more comfortable, you need to encourage your new hires to ask the customers open-ended questions and lis-

3

Training on these changes will help you remain competitive. For example, although most gun shops are staffed by men, the last decade has seen a huge influx of women entering the firearms market.

Many of these women are first-time buyers looking for a concealed-carry handgun.

For Stovall, that development has him frequently retraining male sales associates.

“If the person behind the counter doesn’t realize he’s not talking to Bubba? She’s out the door.”

How do you avoid missing these sales?

“I’ll get four or five sales guys together before the store opens and we’ll talk frankly about this for 30 minutes,” Stovall says.

“Once we talk it out, and I can explain some of the different sales approaches you have to take, they get it. And they use it.”

To help keep more veteran sales staffers engaged in the ever-changing firearms market, Kucyk encourages them to earn new training certifications.

“On their days off, they can make a few extra bucks on the side doing these trainings,” says Kucyk. “I have no problem with that. At the same time, they’re learning new things, and that helps make them

4

ten to the answers. A little role-playing can help a good deal here.”

Sprague finds role-playing to be a big help at his weekly staff meetings, especially when the topic is Basic Selling 101.

“You need to go over these issues regularly,” he says. “How do you greet a customer? How do you read their body language? How do you ask those good questions? Role modeling helps a good deal, for the new guys as well as the veterans.”

As markets shift and different customers enter the mix, sales staffs have to adapt.

feel good about themselves and the work they do for me. All very important.”

GoinG lonG New salespeople represent a huge investment of time and money. Keeping employees with you long-term means a better return on that investment. Sprague, for example, notes that he currently has three salespeople with more than 20 years in his shop and several more with a decade-plus.

His recipe for longevity?

“I look for second- and even third-

career guys,” he says. “Guys who put in their 20 or 30 years in the military or law enforcement and are looking for something fun to do with their next career.”

Second-career people come with several advantages. For one, if they’re military or LE retirees, they usually have a benefits package already in hand as well as a sizeable retirement fund. That, Sprague feels, takes a lot of pressure off these new hires.

“When you hire a younger person who’s still moving up the ladder, chances are you’re only going to have them for two to three years, then they’re moving on,” he says. “That’s just the reality of it.”

Obviously, even a second-career person can’t afford to work for free. They will need a competitive salary and at least some benefits. But “benefits” can go well beyond traditional offerings and can help tie your employees to you.

Kucyk, for example, usually doesn’t attend the shooting trade and industry shows. Instead, he sends his salespeople and pays their expenses. “They learn a boatload at these shows, meet industry people, and find out about the latest products,” he says. “It’s like a working, learning vacation for them, and they come back really enthused. They appreciate the heck out of the opportunity.” evolvinG proCeSS Try as we might, no employee training is perfect. But mistakes made along the way can spur us to do better in the future.

“We do a lot of gunsmithing here,” Pirkle says. “So our counter people have to be able to write up good work orders.

A while back, one of our guys was writing up really confusing work orders. As a result, the gunsmith had to call the customer, and there was a lot of wasted time as they figured out exactly what the customer wanted done. It was a big mess.”

It took Pirkle a while to figure out the problem. It was simple, really: The counter man had never been fully instructed on how to write up the work order correctly. “So we brought him up to speed.

And our next new hire? We gave him work order instruction, ad nauseum.

We’re evolving as we go with each new hire, working out our past missteps.”

“I’m an optimist,” says Sprague. “We all have areas where we shine and where we don’t. My job is to direct my new salespeople into the areas where they’re strongest, and help make them better in other areas.

It’s a challenge. But that’s the business.” december 2011 ❚ SHot BuSineSS ❚ 41

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The Reloading

ResuRgence

The soaRing cosT of ammuniTion has spuRRed a RemaRkable RebiRTh in handloading

By Thomas C. TaBor

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The federal government tells us that inflation is nearly nonexistent today, but apparently the individuals putting out that information haven’t looked at the cost of ammunition lately. As any sporting-goods retailer knows, the price on all types of ammo has soared in recent years, with no letup in sight.

Although no one likes to see prices going up, this trend actually may be an opportunity for you to increase sales.

It’s a bit like the old proverb: “Give a man a fish and you feed him for a day; teach a man how to fish and you feed him for a lifetime.”

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Reloading

Feeding the Market By helping a shooter become a handloader (in essence, learning to feed himself ), you will be creating a long-term, and very profitable, relationship that benefits both of you. But first you need to identify the potential handloading customer.

Start by eliminating the oncea-year visitors. These are the guys who, a week before the deer opener, wipe a year’s worth of dust off their rifle and then troop over to you to buy a single box of ammo. After sending a round or two at a paper plate hung on a fencepost, they pronounce themselves ready.

Clearly, there is little hope of marketing anything to this individual other than the cheapest available box of factory loads.

But there are others who would shoot more, if the cost of their ammo weren’t so prohibitive. Consider the guy who likes to shoot year-round, but has expressed frustration that the soaring cost is forcing him to cut back. This is a field worth plowing. But in order to reap the harvest, you need to make sure you can provide the customer support needed to nurture the new handloader.

hand-holding the handloader Miles Hall—founder and president of H&H Gun Range, an independent firearms retailer in Oklahoma City, Oklahoma, that does $15 million in annual sales—credits reloading manager Tim Nelson with much of the company’s success in growing retail reloading sales from $26,000 to $780,000 in a single year. H&H also created a twopronged strategy to boost sales.

“First, we placed the equipment in an actual setting within the store to show our cus-

tomers the ins and outs of reloading,” Hall says. “That way, prospective customers can try out the equipment before they have to lay down their hard-earned dollars.

Second, we offer several reloading clinics each month specifically targeting those individuals that think they may want to get into handloading. The sessions, which are usually limited to eight students, last three and a half hours and cost 50 dollars.”

Nelson adds that the sales staff frequently recommends that any customer contemplating reloading first sign up for one of the clinics before purchasing anything. “The student loads six to eight cartridges, then heads to the range to shoot those same shells. This is a confidence-building exercise that shows there is nothing to fear from reloading,” he says.

Halfway across the country, Riley’s Sport Shop in Hookset, New Jersey, has adopted a similar strategy. “Reloading clinics help to get a lot more people into reloading,” says sales manager Denver Woodcock.

Riley’s doesn’t charge for its workshops, and as a further inducement it offers its students a 10 percent discount on handloading supplies and equipment.

A.J. Hoffman, assistant manager at SoDak Sports & Bait in Aberdeen, South Dakota, credits much of the shop’s success to its commitment to customer service. “We frequently will offer to assist them in setting up their equipment and working out any problems that they might encounter,” he says.

SoDak also runs large sales of reloading equipment and supplies in the fall, which, not incidentally, coincides with hunting season.

 Top to bottom: RCBS rotary case and media separator, RCBS deburring tool, MTM Case-Gard universal loading tray, and RCBS calipers.

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 Top to bottom: MTM Case-Gard plastic cartridge boxes, RCBS Master electronic scale, Lyman tumbler (case polisher), and RCBS 505 powder scale.

It’s always best to draw clinic teachers from your staff, but don’t pass up assistance from manufacturers such as RCBS, Lee, Hornady, Lyman, Redding, and MEC. And don’t overlook mainstream ammunition companies, such as ATK, which can provide dealer incentive programs and advertising banners that can help your reloading program.

Visual aids are always a strong selling tool. Sometimes it can be as simple as a staffprepared chart that compares the cost of a box of factory loads to a box of handloads.

Just take out a calculator and do the math.

Opener: mitch kezar, windigOimages.cOm

riFle and Pistol Handloading rifle and pistol cartridges requires significantly more equipment than reloading shotgun ammunition. In this case, the basic equipment includes such components as a reloading press, a case lube, a powder scale and funnel, and a shell holder for each type of cartridge. Your reloader will also need a way of trimming the cases and checking or measuring the case length. Once the initial equipment has been purchased, it won’t take the new handloader very long to express a desire to improve the speed of his production. This is a golden opportunity to upsell such products as powder measures, bullet-pulling equipment, a tumbler for polishing the brass, and additional reloading manuals. And now that he’s really hooked, he’ll keep coming back for more… to your advantage.

shotshells Reloading for a shotgun is a vastly different proposition.

Here, the reloading press is essentially an all-inclusive tool.

In many cases, the dies are difficult to change—so much so, in fact, that when the cost of purchasing a second set (and the time required to change it) to reload for another gauge is compared to the cost of a new press, most shooters wind up opting for the new press.

Depending upon the type of press and setup, there may also be powder and shot bushing to purchase. And while the powder charges are measured in a volumetric form rather than by actual physical weight, it is certainly advisable to keep a powder scale handy just the same. The only other essential thing needed to get started in shotshell loading is the reloading data.

Of course, there are always other items that can make the job a little more pleasant.

Perhaps a shotshell stacker, a separate case-head resizer, case and wad hoppers, a cutter to salvage the components in bad shells, automatic primer attachments, or plastic ammo boxes? And don’t forget that your customer will also need to purchase wads, powder, primers, and shot.

Focus Factor Many retailers tell SHOT Business that shooters now constantly complain about the cost and availability of ammo.

So, listen to the voice of your customer. Helping him find a way to shoot more affordably is going to help you in the long run.

He’ll return to your store often to replenish materials, and you’ll have a chance to sell him other gear and shooting supplies when he’s there.

That’s known as a win-win.

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GOOD STUFF

BY CHRIS CHRISTIAN

The Power of the Pyramid ATS sights may look odd, but they allow fast target acquisition

T

raditional black matte post-and-notch handgun sights can deliver excellent accuracy and are favored by those trying to chew the X-ring out of a 50-yard NRA bull’s-eye target or drop a 200meter metallic silhouette ram.

Getting that level of accuracy, however, demands that the shooter has the time to achieve perfect sight alignment. He also needs good lighting conditions in order to crisply define the sights. When maximum speed needs to be matched with “acceptable” accuracy, especially under varying lighting conditions, many shooters find traditional sights slow to acquire and properly align.

One way to boost sightacquisition speed is by adding eye-catching colors to the sights in the form of dots, fiber optics, or tritium inserts. That makes the sights easier to see, but doesn’t solve the problem of quickly aligning the front post within the rear notch.

Advantage Tactical Sights (ATS) offers a different solution. It provides bold, eyecatching colors, but dispenses with the traditional post-andnotch in favor of a pyramid shape. The ATS sights look strange, but they work.

The ATS sights (SRP: $89.95; $79.95 for Glock) are currently available for Glock, SIG (with the exception of the 250 and 1911), Springfield Armory and Kimber 1911s, and S&W’s M&P

and newer SD series. They consist of a front and rear sight (constructed of steel) that replaces the factory sights in the existing dovetails without gunsmithing. You can install them yourself, but a gunsmith with the proper dovetail drifting tool can do it more quickly. Userinterchangeable plastic inserts in red, orange, green, yellow, and white provide the color for both front and rear sights, and all are included in the basic sight kit.

Shooters can mix or match the colors to determine the combination they see best.

Bright Sights The rear sight insert features two boldly colored lines that rise at about a 45-degree angle to form an almost-pyramid.

The front sight is a bright, pointed pyramid that slips into the rear notch to complete the pyramid shape. The rear sight is adjustable for windage by loosening a locking set screw and sliding it right or left. The front sight is adjustable for elevation by adding supplied inserts to its base. Once the sights are zeroed, they stay zeroed.

When the sights were first

Closing the Sale 

Got a skeptical customer? I was wary, too, until I talked to Richard Nasef, who invented the sight.

While conducting psychological testing studies in graduate school, he became convinced that the human mind recognizes and completes geometric forms significantly faster than non-geometric forms.

The quickest geometric form to acquire was a triangle,

The rear sight insert of the ATS features two bold lines; the front sight is a bright pyramid.

introduced, they were only available for Glocks, and I installed a set on my G29 10mm. I quickly discovered that the bright pyramid is much easier for shooters with poor vision to quickly acquire. The pyramid leaps into your visual field.

Although I have been a competitive handgun shooter for more than 40 years and am very familiar with traditional sights, I adapted to the ATS very quickly, feeling that it was a faster system. But it wasn’t until this year, when the company offered sights for the S&W M&P, that I found out just how fast they were.

I installed a set on one of my 9mm M&P competition guns, and two weeks later shot an IDPA match with 80 other shooters. I pushed hard for

pure speed, letting “sights on target” dictate the pace, and allowing the gun flow at its own pace. The sights just seemed to find the target on their own, and though I had never before shot the pyramid sights competitively, I won the match (High Overall) by a significant margin. Despite the speed, they were also extremely accurate. Out of the 55 rounds fired in the match, I only missed the perfect 0 Zone three times! When it comes to fast and accurate, whether in a pistol match or a personaldefense situation, the ATS is Good Stuff. (310-316-6413; advantagetactical.com)

because the eye naturally focuses on the peak of the pyramid. Traditional notch-and-post sights are a nongeometric form that require multiple objects to be aligned with each other, but lack a single focal point.

So put a pair of guns side by side—one equipped with the traditional notch-and-post, one with the ATS pyramid sight. In this case, seeing is believing.

46 ❚ SHOT BUSINESS ❚ DECEMBER 2011

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W H AT ’ S S E L L I N G W H E R E

West

Mountain AZBear Sports, Mesa

This retailer recently divested itself of all sporting goods other than shooting and archery supplies, after a third big-box store opened nearby. It currently stocks 300 guns. With the year coming to a close, Bear Mountain’s custom rifle business has become blazing hot.

“The demand is out of sight for long-range rifles and optics. We have an in-house-built Remingtonframe bolt-action for just under two grand—and there’s a waiting list,” said owner Ed Hightower.

Through November, the bestselling bolt-action has been the Remington 700 XCR in .300 Ultra Mag. Another big seller: H-S Precision custom bolt-actions in .308.

Handguns are also very strong, with Ruger LCRs and Springfield XDMs in 9mm selling best.

B Y P E T E R B . M AT H I E S E N

Kittitas WA County Trading Company, Ellensburg

Located in central Washington, this small-town store utilizes 1,500 square feet. It has three employees, sells guns and general sporting goods, and has a pawn operation.

“Waterfowl ammo is one of our biggest draws in December. We keep the price competitive and sell it by the case,” said owner Nika Mihiamov.

Used revolvers are the leading handguns, primarily Smith & Wesson K and J frames and a few Taurus .357s. Smith M&P 40s and 9mms are also gaining attention.

Through last month, rifles have been consistent sellers; Ruger M77s in .338 and a few Remington 700s in .30/06 have been doing well.

Bushmaster and Smith modern

Midwest Guns, IADaryl’s State Center

Utilizing indoor and outdoor ranges, this rural 5,000-square-foot store specializes in concealed carry. It stocks an average of 125 firearms.

The retailer reports that sporting shotgun sales are the worst they’ve ever been. “The decline of pheasant habitat is just killing us. We used to be the best bird hunting state in the country; now we may be the worst.

High crop prices and diminishing CRP land has killed off our pheasants,” said co-owner Marilyn Shoppe.

Handgun sales are stable, with Springfield XDs in 9mm and .40 in the lead. Ruger LC9s are just behind.

Sporting rifles fared better this year. The store moved high numbers of H&R .223s and Remington SPS 700s in .308.

Ruger 10/22’s are moving well for

Christmas, and Colt MSRs are the tactical gun leaders.

MO

Doc’s Guns, Bland

Specializing in gunsmithing and repair, this small mid-Missouri retailer keeps about 100 guns in inventory.

Deer season is wrapping up, and the Savage Model 110 in .30/06 has seen the most activity. The store has also moved a few used Remington 742s.

Handgun sales are steady; Ruger LCPs and a few LCR9s have amped up sales totals. “We really depend on handguns as well as used rifles that we turn over after the required repairs,” said owner Doc Holloway.

Shotgun sales are the slowest they’ve been in years. Only a few Remington 870 Expresses have gone out the door.

sporting rifles (MSRs) are also producing quick turns.

Magnum HI Firearms and Range, Honolulu

With indoor shooting lanes and nearly 1,000 guns in stock, this dealer is the largest firearms store in the state.

“Our range is a critical part of our business. During the holidays, we offer 100 range credits for every $500 spent,” said president Art Ong. General rifle sales are better than they were last year, and the store has seen a few turns on Remington 700 BDLs in .270. MSR sales are strong, and entry-level models from Del-Ton and Rock Rivers top the charts.

SIG Sauer 239s and 226s hold the consistent high sales slots with several 1911 Kimbers on order.

Korner, SDKone’s Castlewood

This retailer has five employees and keeps an average inventory of more than 2,500 firearms.

Shotguns are hot for Christmas; spouses are buying Benelli Super Black Eagle IIs and Vincis as gifts.

Other movers include Ruger 10/22s and Marlin .22 bolt-actions.

Although the number of visiting hunters is off this season, high crop prices continue to spur sales. “Our local farmers are having some of their best financial years, and they are spending it on rifles, handguns, and higher-grade shotguns,” said salesman Charley Carter.

MSRs are very active; Rock River Predator packages are selling best to varmint hunters. Springfield XDs and Glocks are the most active at the handgun counter, and Ruger LC9 are making the register ring.

48 ❚ SHOT BUSINESS ❚ DECEMBER 2011

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East

Coliseum Gun NY Traders, Uniondale

This dealer packs more than 4,000 firearms into just 2,400 square feet, including a gunsmith shop.

Home defense is hot at this shop, so it stands to reason that defense shotguns take the top sales position. Benelli Super Tactical and Remington Express Tacticals are posting sales records for December.

Stocking stuffers, such as tool kits, are in high demand. “We stock a ton of small and large tool kits, and they fly off the shelves at Christmas. The margins are great, and the customers buy something that they wouldn’t at any other time of year,” said owner-buyer Andrew Chernoff. Ruger 10/22s are also high on the Christmas sales list.

Handguns are up; SIG 226 Platinums and HK P30s in 9mm

South

Guns, KYGilbert’s Frankfort

With 4,000 square feet of retail space and a warehouse, this retailer keeps an average of 650 handguns in stock.

The Springfield 1911 Range Officer and XDs make for the highest sales. Smith Model 637s and 642s are also turning good numbers. But the Ruger LCP and LC9s have spurred higher demand than usual. “We keep expecting handgun sales to level off, but they don’t.

Specials like the fall Springfield XD promotion and SIG’s package laser deal on the SP2022 keep driving sales up,” said owner Jason Gilbert.

Youth guns are experiencing heavy traffic, particularly the Thompson Hot Shot .22. and the Marlin .22 bolt-actions. In MSRs, the Smith M&P Sporter and Rock River are seeing the heaviest activity.

are tallying high numbers; sporting rifle sales have held steady. Sako 85s in .270 and Remington 700 SPSs in .308 have seen fast turns.

Firearms, PAIsland Pittsburgh

This retailer uses the ceiling to display and hang more than 400 items in an 880-square-foot store, located on an island in the Ohio River basin. It sells nearly 20 medium- to high-price guns each year at Christmas to the wives of regular customers. “We interview a lot of husbands, find out what they want, and call their spouses to let them know,” said owner Wayne Lyken.

Pocket guns are high on the list, with Ruger LC9s and several SR9s replacing Glocks in the top sales position. A notable number of Smith Model 642 hammerless revolvers are also moving.

Galore, TXGuns Killeen

Just three miles from Fort Hood, this retailer keeps four full-time employees and an average inventory of nearly 3,000 guns.

Keystone Sporting Arms Cricketts in .22 and Ruger 10/22s are topping the youth Christmas guns sales list, and MSR .22s are especially hot.

“With prices starting at $300, we have heavy traffic in MSR-style rifles, especially from parents of young teenagers,” said manager Cathy Cheadle.

Springfield XDs in .40 and .45 and Smith M&P pistols in the same calibers hold the highest selling position. Ruger LCRS are second.

Bushmaster M4s are the leader at the rifle counter; DPMS versions are also selling well. Sporting rifles are moving better than in two years, with Remington SPS 700s in .243, CZ 550

Guns, NHSL Mason

With 1,200 guns of inventory in 2,000 square feet, this retailer dedicates one-third of its building space to three full-time gunsmiths.

Youth guns are hot: Thompson/ Center .22s and Mossberg 20-gauge youth combos top total sales. Other big movers: Thompson Encore muzzleloaders. “Massachusetts just changed its muzzleloading regulations to include hinged, in-line blackpowder guns. They are selling extremely well this December,” said manager Chris Gauffin.

Handguns are moving faster than last year, with Smith E Series 1911s and Ruger LCRs highest on the list.

MSR sales are strong, with Smith M&P Sports and LWRCs in .308 in the lead. Modifying MSRs for Massachusetts compliance regulation is a large part of the business.

Varmint guns in .225, and Savage Model 10s in .308 selling best.

Gun & NCHyatt Coin, Charlotte

This independent store in metro Charlotte stocks more than 4,000 firearms and keeps a mix of 22 fulland part-time employees.

Ruger 10/22s, Youth Marlin .243s, and Henry Rifles in .22 are the topselling gift guns at this store.

The retailer has changed its gift certificates to scanable gift cards.

“The cards are used for more than just gifts. We also use them to add value to a tightly priced sales item and for exchanges and returns,” said owner Larry Hyatt.

With handguns hotter than ever, everything in .380 is in high demand. Ruger LCP 380s and the Smith Bodyguard 380s are topping the store’s list.

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new products (Continued from page 56)

The blade on Puma’s Springbok 3310 Spring Assisted Knife bears the distinctive “diamond needle” proof mark of a Rockwell Hardness tester.

Puma Knife Co. The 4.6-ounce Springbok 3310 Spring Assisted Knife is made with German 440A steel, and the 2.8-mm-thick blade bears the distinctive “diamond needle” proof mark of a Rockwell Hardness tester. The drop-point liner-lock blade is 3.3 inches long and is easily opened with one hand.

SRP: $59.95. (913-888-5524; pumaknifecompanyusa.com)

Rocky Rocky isn’t shying away from the cold weather this winter—not with the new heavy-duty, waterproof BlizzardStalker Pro hunting boot.

Designed to handle snow, sleet, and ice, the boot features 1,200 grams of Thinsulate as well as a comfortable, molded EVA padded collar and extended tongue. The interior includes a removable mesh PU footbed with a TPU heel stabilizer. The boot also sports a multidirectional Blizzard outsole, which provides excellent traction and stability without collecting snow. The 9-inch lace-up boot will be available in black/gray, brown/ black, and brown/Mossy Oak Break-Up patterns. SRP: $139.99. (877-795-2410; rockyboots.com)

Hoppe’s The new BoreSnake Venom Gun Cleaner and BoreSnake Venom Gun Oil with T3 are designed to provide some extra bite to help make the chore of cleaning a bore faster and easier. Specially formulated to complement the patented design of the Hoppe’s BoreSnake, Venom Gun Cleaner helps removes carbon and other fouling faster than before. The BoreSnake Venom Gun Oil is formulated with a special T3 Rocky’s BlizzardStalker Pro hunting boot, available in brown/Mossy Oak Break-Up, is designed to handle snow, sleet, and ice.

additive that contains liquid molybdenum and liquid PTFE; the oil’s thincoat technology will not separate or break down and provides long-lasting corrosion protection and can withstand temperatures ranging from -40 degrees to 320 degrees F. Both products are biodegradable, nontoxic, and odorless, and are available in 2-ounce and 4-ounce bottles.

SRP: gun cleaner, 2 ounces, $8.95, 4 ounces, $11.95; gun oil, 2 ounces, $7.95, 4 ounces, $13.95.

(800-423-3537; hoppes.com)

BoreSnake Venom Gun Cleaner helps remove carbon and other fouling faster than before.

Modern Headwear Winnipeg-based Modern Headwear is capping a successful first year for its Silent Predator line of outdoor clothing by adding a new option—the Whitetail Parka.

The Silent Predator line of camouflage hunting clothing is sewn in Canada— using top-quality wool from Oregonbased Pendleton Mills—by craftsmen with more than 25 years of experience in the business.

The Whitetail Parka is designed as an alternative to Silent Predator’s Apex Parka, offering streamlined features but a stronger emphasis on fit. Like the Apex, though, the Whitetail Parka effectively protects users from bitter cold temperatures.

The Silent Predator line is made from 22-ounce-per-square-yard, 100 percent virgin wool. It is both lightweight and

52 ❚ Shot BuSineSS ❚ december 2011

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new products which attaches to a 36-inch-high frame, where it will jolt, hop, and wobble erratically above tall grass, weeds, and sage.

The included Decoy Heart is, in essence, a three-speed motor that rocks back and forth, giving life to the decoy. It is waterresistant and operates on two AA batteries. SRP: $39.99. (800-523-2395; primos.com)

Butler Creek has reintroduced its traditional scope covers with a new quick-detach feature.

durable—strong enough to withstand the rigors of outdoor activity—and weatherproof, to deal with severe cold, snow, rain, and wind. Wearers enjoy warmth even when wet, and the products are versatile enough that they can be either laundered or dry-cleaned. SRP: $399. (204-9570400; silentpredator.ca)

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• Our AR-15/M16 Catalog is packed full of gear to help you make every shot count • More than 3,000 parts, tools, and accessories to help you customize your rifle • 400+ NEW items for 2011-2012

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Butler Creek scope covers have been a staple in the hunting and shooting industries for decades, but that hasn’t left the manufacturer complacent. Due to popular demand, Butler Creek has reintroduced its traditional scope covers with a new quickdetach feature that allows users to quickly and easily release the covers and put the optic to use. Because of the unique design and fit, these scope covers are compatible with a wide range of riflescopes.

The scope covers friction-fit inside the eyepiece and objective bell of the scope, providing a durable layer of protection during transport and preventing exposure to water and dust. The new quick-detach design allows the shooter to quickly remove the scope covers with one finger.

Upon releasing the caps, a tethering system keeps them securely connected to the firearm, while the fall-away design ensures

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AR-15 M16

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Butler Creek

The Wooly Bully “Fur Ball Motion Critter” from Primos Hunting jolts, hops, and wobbles above tall grass, weeds, and sage.

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The Little Griddle is available in four styles, and each—whether rectangular or round—fits easily and securely on an outdoor barbecue or campfire grill.

they don’t impede the optic. Available in three sizes. SRP: $22.96. (800-4233537; butlercreek.com)

Little Griddle One of the secrets about camping out while hunting is good food. Little Debbie snacks are all well and good, but in the morning, most hunters crave something far more substantial, like eggs and sausage, and after a long day in the woods, they’d sure like to sink their teeth into a grilled steak or a sizzling bratwurst.

Little Griddle is a heavy-duty line that allows a hunter to cook virtually anything on a grill. The four styles (comprising six sizes) are made of 12- or 14-gauge 430 stainless steel, and each—whether rectangular or round—fits easily and securely on an outdoor barbecue or campfire grill.

Other features include high sidewalls to keep food on the griddle, a full grease trough to eliminate flare-ups, and vented cross-bracing to prevent twisting and bending while providing for even heating.

All carry a lifetime warranty. SRP: $69.99 to $449.99. (586-268-2100; littlegriddle.com)

Innovation Ventures Looking for a hot-selling impulse buy at the counter? Well, 5-Hour Energy, from Innovation Ventures, just might be the ticket. This clinically tested dietary supple-

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ment, which has been on the market for seven years, is a blend of amino acids, nutrients, and caffeine that, together with B vitamins, provides a boost in energy and a feeling of alertness without a sudden drop in energy later.

5-Hour Energy contains only as much caffeine as a cup of the leading premium coffee, and it contains no sugar or herbal stimulants like guarana or yohimbe.

Many of the key ingredients in 5-Hour Energy are also available in everyday foods such broccoli, avocados, bananas, and apples. This could be the perfect antidote to that late-night poker game in deer camp. SRP: regular and decaf, $2.99; extra-strength, $3.49. (248-960-1700; 5hourenergy.com)

Innovation Ventures’ 5-Hour Energy drink is a blend of amino acids, nutrients, and caffeine.

Go to: www.ShotBusiness.com for free info.

U.S. POSTAL SERVICE STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION (Required by 39 USC 3685) 1. Publication Title: Shot Business; 2. Publication No. 1081-8618; 3. Filing Date: 9/30/11; 4. Issue Frequency: Bi-Monthly Except for January and December; 5. No. of Issues Published Annually: 7; 6. Annual Subscription Price: $25.00; 7.

Complete Mailing Address of Known Office of Publication: Bonnier Corporation, 460 N. Orlando Ave., Suite 200, Winter Park, Orange County, Florida 32789-3150; 8. Complete Mailing Address of Headquarters or General Business Office of Publisher: Bonnier Corporation, 460 N. Orlando Ave., Suite 200, Winter Park, Orange County, Florida 32789-3150; 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher: Eric Zinczenko, Bonnier Corporation, 2 Park Ave New York, NY 10016-5695; Editor: Slaton L. White, Bonnier Corporation, 2 Park Ave New York, NY 10016-5695; Managing Editor: Margaret Nussey, Bonnier Corporation, 2 Park Ave New York, NY 10016-5695. 10. Owner: Bonnier Corporation, 460 N. Orlando Ave., Suite 200, Winter Park, Orange County, Florida 32789-3150; Terry L. Snow, P.O. Box 8500, Winter Park, Orange County, Florida 32790; 11.

Known Bondholders, Mortgagees, and Other Securities: None; 12. Tax Status (for completion by nonprofit organizations authorized to mail at special rates): Has Note Changed During Preceding 12 Months; 13. Publication Title: Shot Business; 14.

Issue Date for Circulation Data Below: Aug/Sep 2011; 15a. Total Number of Copies: 22,433 (Aug/Sep 2011: 22,040); b. Paid Circulation: (1) Mailed Outside-County Paid Subscriptions Stated on PS Form 3541: 20,410 (Aug/Sep 2011: 20,327); c.

Total Paid Distribution: 20,410 (Aug/Sep 2011: 20,327); d. Free or Nominal Rate Distribution: (1) Free or Nominal Rate Outside-County Copies included on PS Form 3541: 1,184 (Aug/Sep 2011: 951); (3) Free or Nominal Rate Copies Mailed at Other Classes Through the USPS: 95 (Aug/Sep 2011: 0); e. Total Free or Nominal Rate Distribution: 1,279 (Aug/Sep 2011: 951); f. Total Distribution: 21,689 (Aug/Sep 2011: 21,278); g. Copies not Distributed: 743 (Aug/Sep 2011: 762); h. Total: 22,433 (Aug/Sep 2011: 22,040); Percent Paid: 94.10% (Aug/Sep 2011: 95.53%).

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new products

photo by justin appenzeller

Vanguard

The new top-of-the-line Endeavor 82S spotting scope features high-resolution, fully multi-coated lenses and a BaK4 prism designed to deliver bright, clear, high-contrast images even in low-light conditions.

The 20–62x82mm scope utilizes a light but durable magnesium tube, and is waterproof and fogproof. A dual-focuswheel system enables fast and fine-tuning focus adjustment.

The Endeavor 82S has a straight eyepiece; the Endeavor 82A has an angled eyepiece. $599. (800-875-3322; vanguardworld.com) (Continued on page 52)

56 ❚ Shot BuSineSS ❚ december 2011

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USA PROUD

©2011 BE NC HMAD E KNI F E C O. ORE GON C I T Y, OR, US A. BE NC HMAD E . C O M

5 8 1 B AR R AG E ® I G 1 0 /ALUMI N U M H A N D L E I

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M3 9 0 S U PE R S T E E L B L A D E I

a thing of beauty

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2-year hassle-free warranty and platinum service plan, a $200 value.

The new RemingTon VeRSA mAX. Any loAd. AnywheRe. eVeRy Time.

Hunt with it, run as many rounds through it as you can and see why Versa Max earned American Rifleman’s 2011 Shotgun of the Year, and is being called the greatest shotgun of our time. Now backed by our finest firearm warranty, born of an unwavering belief you’ll never need it. Only from Remington. remington.com/versamax

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