SHOT Business -- October/November 2015 by SHOT Business

PAGE 34 VOLUME 23, NUMBER 6

OCTOBER/NOVEMBER 2015

IT’S TIME FOR RETAILERS TO COMPLETELY RETHINK THEIR TRADITIONAL SELLING STRATEGIES Pg. 26

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S H O T B U S I N E S S ❚ O C T O B E R / N O V E M B E R 2 0 1 5 ❚ V O L U M E 2 2 , I S S U E 6

CONTENTS

Departments 24

4 7 26

Features

26 34 38

SELLING SELF DEFENSE The personal protection market is seeing a new customer these days, one that requires a retailer to adopt a whole new mindset in order to complete the sale. BY RICHARD MANN THE BIG SWITCH There is a potential storm cloud on the horizon for firearms businesses. Credit card anti-fraud technology has taken a Great Leap Forward. Don’t be left behind. BY MARK E. BATTERSBY BLACKHAWK BUILDS A HOLSTER When you let engineering and manufacturing work side by side, great things can happen. Having a proprietary polymer in the mix is a bonus. BY SLATON L. WHITE

NSSF Update 12

FROM THE NSSF The 2016

COVER PHOTO BY TIM IRWIN

SHOT Show will have three must-go-to events

13 14

YOU SHOULD KNOW An

NSSF study reveals a huge growth opportunity for the shooting sports market

PROJECT CHILDSAFE The ground-breaking campaign becomes a 501(c)(3) foundation

HUNTING WORKS FOR AMERICA Maine is the 11th

state to join this awardwinning program IMPORT/EXPORT CONFERENCE Industry

event sets new records RETAILER TOOLBOX Taking

the correct steps to capitalize on the growing suppressor market

EDITOR’S NOTE A

different approach

NEWS BRIEFS Big changes at Hunter’s Specialties; Boyds Gunstocks relies on customer input; Ruger charges ahead

18 20

FYI Nikon embraces the

24 42

FIRING LINE Steyr Duett

44 50

WHAT’S SELLING WHERE

new target shooter

UNDERCOVER SHOPPER Coastal North

Carolina retailers know 3-Gun

does it all

GOOD STUFF Walker’s

Game Ear is now Bluetooth-enabled

NEW PRODUCTS

Powerall portable chargers; SAXX performance underwear; Ulticlip retention clips

EDITOR’S NOTE

NSSF

A Different Approach New customers require new selling methods

irearms for personal defense come in all sizes and shapes. So do the customers. When contributing editor Richard Mann (a former law enforcement officer) set about researching “Selling Self Defense” (page 26), he discovered that there is a brand-new customer out there, one that did not grow up in a household that had firearms. As a result, these folks need to be approached in a different way. “Even though customers with limited experience with firearms are today’s norm, retailers must keep in mind that they are still savvy buyers,” he says. “They need to be educated, but they will not stand being preached to.” Mann says you should heed the advice of Don Ingram, who manages Carolina Sporting Arms, in Charlotte, North Carolina: “I have my salesforce ask questions to determine a customer’s needs and level of understanding. I tell them to listen and then respond to the feedback they receive. Their job is to educate the customer about personal protection options, and then let the customer make up his or her own mind.” This gives the customer ownership in the process, as opposed to suggesting they spend money for something someone else thinks they want. Selling this way places a premium on people skills. Yes, technical knowledge is still important, but the cantankerous know-it-all behind the counter, a fixture of many old-time gun outlets, will not be tolerated by this new customer. Ingram firmly believes that the retailer who takes the time to estab-

lish rapport with a customer—to become, in essence, “his guy”—will greatly benefit in this new universe. He also says that having a range onsite or being able to direct customers to a nearby shooting facility are “the keys to the kingdom, because test-drives almost always convert to sales.” Also in this issue, you will see another installment of an occasional feature we call “Up Close” (page 38). The idea behind this is to give retailers a peek at the development of a particular product in order to help you more effectively sell it. This month, we’re taking a look at Blackhawk’s new A.R.C. (Appendix Reversible Carry) IWB (inside the waistband) concealedcarry holster. The holster’s “secret sauce” is a proprietary polymer soft enough for comfortable concealed carry, but rigid enough to securely and safely store a firearm. Teamwork between the engineering and manufacturing staffs also played a big role. As a retailer, you know the importance of that as well.

4 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

Slaton L. White, Editor

SLATON L. WHITE, Editor

James A. Walsh, Art Director Margaret M. Nussey, Managing Editor David E. Petzal, Shooting Editor Mike Toth, Special Projects Editor Judith Weber, Production Manager Maribel Martin, Senior Administrative Assistant CONTRIBUTING EDITORS

Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Christopher Cogley, David Draper, Jock Elliott, William F. Kendy, Mark Kayser, Richard Mann, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Peter Suciu, Wayne Van Zwoll

ADVERTISING: 212-779-5316

Gregory D. Gatto, Vice President, Publishing Director Brian Peterson, Western Sporting Goods Sales Katie Logan, Southern Sporting Goods Sales David Hawkey, Northeast Sporting Goods Sales Elizabeth Burnham Murphy, Chief Marketing Officer Ingrid Reslmaier, Marketing Design Director

BUSINESS OPERATIONS

Tara Bisciello, Business Manager

CONSUMER MARKETING

Robert M. Cohn, Consumer Marketing Director Barbara Brooker, Fulfillment Manager

MANUFACTURING

Laurel Kurnides, Group Production Director Stefanie La Bella, Associate Production Director

BONNIER

Chairman, Tomas Franzén Chief Executive Officer, Eric Zinczenko Chief Operating Officer, David Ritchie Chief Marketing Officer, Elizabeth Burnham Murphy Chief Digital Revenue Officer, Sean Holzman Vice President, Integrated Sales, John Graney Vice President, Corporate Administration, Lisa Earlywine Vice President, Consumer Marketing, John Reese Vice President, Digital Audience Development, Jennifer Anderson Vice President, Digital Operations, David Butler Vice President, Public Relations, Perri Dorset General Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published 7 times a year in 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 23, issue 6, Copyright © 2015 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, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices. 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 email SBZcustserv@cdsfulfllment.com, in the U.S. call toll-free 866-615-4345, outside the U.S. call 515-237-3697, 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 REPRINTS: E-mail reprints@bonniercorp.com. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 6364 Harlan, IA 51593.

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Changing of the Guard A new team at Hunter’s Specialties promises a completely new approach

fter holding top jobs at Remington Arms Company, it took an interesting challenge for John Trull to consider a move. But early last year, Hunter’s Specialties was headed in new directions. Innovative leadership was needed to jump-start its popular brands of scents, calls, and other hunting products.

At that time, Trull (pictured) was senior vice president over firearms at Remington. Hunter’s Specialties hired him to be CEO. Next, Craig Cushman was lured from Ruger, where he was the product manager over firearms. He was named Hunter’s Specialties vice president of marketing. The company also hired Scott Thomas, formerly of Pure Fishing, to be vice president of product development. Another Remington veteran, Mike Vrooman, became vice president of production management. “We all had great jobs before we came here,” Trull says. “But all of us came here because we recognized the growth and potential and the chance to be passionate about great products.” Hunter’s Specialties, based in Cedar Rapids, Iowa, was founded in 1977, and built a name for itself with a line of popular game calls, camouflage, tools, and other gear. Its brands, to name a few,

include Scent-A-Way (scent-control products), H.S. Strut (turkey calls), Wayne Carlton’s (elk calls), and Johnny Stewart (predator calls). And last April, it added Buck Bomb (scent-dispersal systems). But in recent years, the company lost market share as competition filled the outdoor products industry, Trull says. “There was not a lot of organic new-product growth. Some of the legacy products, once upon a time, had been best in class, but they had not been updated and refreshed.” As an example, he cites the company’s True Talker Legacy Deer Call. “It was a grunt call, and the first of its kind, with

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NEWS BRIEFS

variable sounds that could Specialties was eager to tap be changed without moving his experience and called an O-ring around. It took again. the market by storm; it was “They said, ‘We brought the grunt call everybody on Scott Thomas, and we had to have. But over time, brought on John Trull,’” without continuous Cushman says. “I thought, improvement and market‘Well, now I’m definitely ing support, the competitive interested.’ It was the right field was able to catch up team, and a product line I and bring new competition. had full confidence in. It’s What was once the domiubiquitous in the hunting nant player in the industry world. You’d be harddeclined significantly.” pressed to find someone In April 2014, Peak Rock who doesn’t have a Hunter’s Capital, a private equity Specialties product in their firm in Austin, Texas, pack.” bought Hunter’s Specialties. Trull says the company A few months later, an has adopted three pillars executive recruiter reached for growth: innovative conout to Trull on behalf of a sumer-driven new prodhunting accessories maker ucts, best-in-class marketlooking for a new CEO. ing and branding, and Scent-A-Way Body “I realized, ‘Wow, that excellence in sourcing and Soap and Shampoo sounds like Hunter’s supply chain. He also says helps control odor. Specialties,’ and it was,” there will be plenty new to Trull says. “At Remington I made great see from Hunter’s Specialties at the 2016 friends and relationships. And while it was SHOT Show. a difficult decision to leave, it was easy at “People can expect a fresh and reinvigothe same time. It was just one of those rated brand presence and a number of opportunities you can’t walk away from.” new and innovative deer-hunting-related Cushman, however, says he wasn’t products,” he says. That includes Buck interested when Hunter’s Specialties first Bomb, which, Trull says, is “a fantastic approached him. “I was very happy work- brand” with great intellectual property ing for Ruger in the product development and a product line that sells well. mode,” says the New Hampshire native. “We’re always very busy looking for “I mean, what an amazing company— strategic add-ons,” he says. “And, with a super successful, great products, and won- tremendous amount of financial stability derful people.” with the new owners, it’s going to be a Cushman had also worked for company to watch—a company people Raymarine, Garmin, Thompson/Center are really going to want to be involved Arms, and Smith & Wesson. Hunter’s with.” (hunterspec.com) —Bill Miller

Snakes Alive!

Snakes, wherever they are encountered, create fear and fascination. Blue Book Publications definitely adds to the fascination factor with the release of Seven Serpents—The History of Colt’s Snake Guns, by Gurney Brown. Colt’s “snake guns” remain in high demand, and this new 344page book (with 350 color images) is the only reference/coffee table book ever published exclusively on Colt’s Snake Guns. All seven of Colt’s Snake Guns are represented, with chapters on each: Anaconda, Boa, Cobra, Diamondback, King Cobra, Python, and Viper. Information includes model histories as well as detailed information and specifications on most variations, including dates of manufacture, finishes, barrel lengths, calibers, sights, grips, and additional features/options. Serialization charts allow year of manufacture to be determined, and a thorough Index is also provided. SRP: $99.95. (bluebookofgunvalues.com) Go to: www.ShotBusiness.com for free info.

Customer input helps Boyds determine which replacement stocks to offer.

Boyds Adds Replacement Stocks

he Remington Model 770 and its predecessor, the Model 710, are affordable, high-performance bolt-action centerfire rifles that are popular choices among hunters. To further serve this market, Boyds now offers hardwood replacement gun stocks for the 710 and 770 models in the Classic, Featherweight Thumbhole, Heritage, Platinum, Prairie Hunter, Pro Varmint, and Varmint Thumbhole designs. “At Boyds, we actively seek out input from the industry and our customers,” says general manager Dustin Knutson. “We’ve had a lot of stock requests for the Remington 710 and 770 models, and we’re proud to add these to our lineup.” Boyds uses the Product Request Form on

its website as a guide to continuously add new makes and models to its product offerings. The company adds new parts to its product line daily based on the input received. With this focus, Boyds is able to provide the best selection of the most relevant gun stocks to its customers. The new Remington models are a prime example. Boyds also offers countless custom options for its constantly growing lineup of hardwood replacement gun stocks. These include laser engraving, custom grips, custom length of pull, custom recoil pads, and custom tips. A new adjustable comb option is also now available for Remington’s Classic, Prairie Hunter, Platinum, Heritage, and Pro Varmint designs. (boydsgunstocks.com)

Work Smarter, Not Harder Civil War general Albert Sidney Johnston once characterized the fortunes of war as “The iron dice of battle.” Shooting sports retailers are also ruled by those iron dice, in the form of razor-thin margins. But a recent strategic partnership between Epicor Software Corporation and Orchid Advisors holds great promise to tilt the odds in retailers’ favor by delivering innovative technology that can help them run a more efficient business. “The challenges in sporting goods inventory management are legendary,” says Doug Smith, director of product marketing and management, Epicor Software Corporation. “Selling seasons are increas-

ingly short, while consumer desire for ‘the new’ continuously accelerates product change.” According to Smith, the key to performance is straightforward and simple. “Get the right goods to the right store and/or channel at the right time. The customer demands it. As such, efficient inventory management can have a dramatically positive impact on the retailer’s bottom line.” Because sporting goods inventories can be so varied—from apparel and optics to firearms and ammo—keeping inventory levels on target can be especially challenging. Innovative technologies meet this challenge by delivering an array of intel-

ligent inventory planning and pricing tools. Smith says that retailers who take advantage of what this new partnership can offer will quickly benefit in two keys areas. “First, we can provide software that helps you plan inventory. Second, we can help you deal with eCommerce in a simple way without bringing in an external web developer and spending thousands of dollars. Our eCommerce software can help retailers easily get online, make it possible for businesses to find their inventory, and help customers pick purchases.” In other words, Smith wants you to work smarter, not harder. (epicor.com/ eagle)

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Walther’s Giant Step Walther has taken a giant step in the American market by releasing its first mass-produced .45 ACP handgun—the .45 ACP PPQ. The decision to add this caliber to the PPQ line was driven by retailer and customer requests. “Both our dealers and customers have been asking for a .45 for a long time,” says Cyndi Flannigan, Walther Arms’ vice president of sales and marketing. “And because the PPQ was such a terrific platform for it, we felt it was the right thing to do in order to round out our lineup.” The new gun will also bolster the company’s product line in a truly competitive arena—the striker-fired polymer-framed centerfire pistol market. Designed for personal protection and recreational shooting, the gun is equipped with the Carl Walther signature quick defense trigger, designed to improve accuracy and allow for precise follow-up shots. Like all other PPQ models, the trigger is set at 5.6 pounds, making it, according to

Walther has added the .45 ACP to its classic line of PPQ handguns.

Flannigan, the best out-of-the-box trigger in the industry. “This new .45 houses three separate safeties, helping make it a truly capable and safe handling firearm when being used on the range or when carried concealed,” she says. “In addition, the polygonal rifled 4.25-inch barrel is an upgrade from the traditional button-rifling process. The PPQ .45 is fashioned with the traditional front and rear slide serrations for

superior handling during use, and, like all PPQ models, features fully ambidextrous controls.” She also notes that, as with all other Walter products, “We still hand-fit and match the slides to the frames. This attention to detail really resonates with Walther customers, and it’s just one reason that the PPQ line has been so well received.” Given the size of the cartridge, Walther did have to make some minor modifications to the PPQ platform. “Certainly, the dynamics vary greatly when you push a large .45 caliber bullet down the barrel,” Flannigan says. “As a result, you will notice some slight geometry changes to the design—in particular, the height of the slide and the length of the grip. However, the most important aspect of this new platform was to make certain that we sacrificed nothing in terms of ergonomics. It retains the superior fit, finish, and feel that Walther is known for and our customers expect.” (waltherarms.com)

PRETTY IN PURPLE The Bersa Thunder .380, introduced a decade ago and long compared to the classic Walther PPK because of its size and fea-

tures, is getting a face-lift with Davidson’s exclusive purple anodized finish option, standard with a matte blue slide. Matt Nicholson, vice president of sales, says, “With its 8-round total capacity and smooth trigger pull, we believe the Bersa

Ruger Charges Ahead First introduced in 2007, and re-engineered in 2014, the Charger pistol family has quickly become a favorite of .22 LR shooters and plinkers alike. Now both the 22 Charger and the 22 Charger Takedown lines will be available with polymer stocks. Weighing just 3.1 pounds, the polymerstock 22 Charger pistol is otherwise identical to the laminate-stock model. It has an overall length of 19.25 inches and features a 10-inch precision-rifled threaded barrel with a 1/2-28 thread pattern that accepts most popular muzzle accessories. The new stock is paired with a standard A2-style pistol grip, making the platform easy to customize with the MSR grip of your choice. The matte black receiver features a factoryinstalled Picatinny rail, providing ample space for a variety of optics, from scopes to red-dot sights. All 22 Charger pistols are built on the legendary Ruger 10/22 platform and offer the same proven reliability. The new polymer-stock 22 Charger Takedown model weighs 3.2 pounds, retains all the features of the standard model, and also includes the very popular takedown feature found on the full-size 10/22 Takedown rifle. This feature allows the pistol to be taken down quickly and easily by simply pushing the takedown lever, twisting the subassemblies, and pulling them apart. Models ship with either the BX-1 10-round magazine or the BX-15 magazine, a 15-round version of the very popular BX-25 magazine.(ruger.com)

Thunder .380 is a perfect firearm for anyone looking for a reliable concealed-carry option. To make the classic Thunder .380 even more exciting, we decided to bring it to market in purple.” SRP: $320. (davidsoninc.com)

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U P D AT E

BY CHRIS DOLNACK, NSSF SENIOR VICE PRESIDENT AND CHIEF MARKETING OFFICER

FROM THE NSSF

SHOT Show’s Top Three Must-Go-To Events A golf outing to beneﬁt veterans, a dinner with an American classic, and a chance to grow your business

all is in the air, and that means that hunting season is almost upon us, with holidays quick to follow. Then it’s full steam ahead to the 2016 SHOT Show. With just a few short months to go, we know many of you are inking in plans for your week in Las Vegas. As always, there’s lots to do and see, but there are three events everyone should consider attending.

2ND ANNUAL HAVA GOLF CLASSIC ➤

Organized to support Honored American Veterans Afield (HAVA), this pre–SHOT Show golf outing is a charity event that raises money to help disabled veterans with their healing process through guided hunts, target shooting events, and other outdoor sports activities. HAVA is our industry’s best statement of veteran support, and we at NSSF are proud to walk with the industry volunteers who quarterback this program to repay part of our nation’s debt to these heroes. Twenty-one member companies are HAVA Sustaining Sponsors, and dozens more offer other substantial support. “We are running a one-freewith-three offer to solicit teams to carry their company’s message of support,” says HAVA chairman Tom Taylor. “The service of veterans is one of the primary things that binds our industry together, and HAVA is proud to be taking point for the shooting sports companies’ statement of veteran support.” The 2016 2nd Annual NSSF/ HAVA Golf Classic will be held Sunday, January 17, two days before the opening of the 2016 SHOT Show. Bear’s Best Country Club on Flamingo Road in Las Vegas will be the

host course for the event, which kicks off with an 8 a.m. shotgun start. Registration is open for individuals and fourmember firearms industry teams. Individual entries are $200, while four-person team entries are $600. All entries

seems many of you are as well. Tickets to this premier event, held the first evening of SHOT Show, are selling at a brisk pace, and we’ve maintained the expanded seating we instituted last year to accommodate the many requests for tickets.

None of these chairs will be empty when Jeff Foxworthy takes the stage at the Industry Dinner.

include transportation to and from the outing, golf cart rental, course fees, course balls, breakfast and lunch, and participant gifts. Prizes will be awarded for teams and individuals at the event’s conclusion. For more information and to register for this important event, visit shotshow.org/golf.

STATE OF THE INDUSTRY DINNER

➤ We are very pleased to have comedian and fellow hunter and shooter Jeff Foxworthy providing the headlining entertainment for this year’s State of the Industry Dinner, and it

12 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

Jeff Foxworthy is one of the most respected and successful comedians in the country. He is the largest selling comedyrecording artist in history, a multiple Grammy Award nominee, and best-selling author of more than 26 books. Widely known for his redneck jokes, his act goes well beyond that to explore the humor in everyday family interactions and human nature, a style that has been compared to Mark Twain’s. This will be Jeff ’s second State of the Industry Dinner appearance, having previously hosted the event with us in 2011. For more information

and to purchase tickets before they sell out, go to shotshow. org and click on the “Events” tab at the top of the page.

ALL-NEW MEMBER RECEPTION All NSSF members attending the 2016 SHOT Show are invited to stop by the all-new Member Reception, January 20, the second evening of the show. We’ll be serving wine, beer, and hors d’oeuvres in this early-evening mixer, where you’ll have a chance to visit and talk with NSSF staff from our membership department and programs such as First Shots and Rimfire Challenge. There will also be representatives from each of the many Affinity Member Benefit Companies, which provides a tremendous opportunity to learn about the dozens of services they offer members, such as point of sale management software, store security products, and website development, often at substantial discounts. The reception is complimentary to all NSSF members and takes place from 5:30 to 7:00 p.m. in the Member’s Lounge.

Chris Dolnack

NSSF Senior Vice President and Chief Marketing Officer

U P D AT E

B Y D I A N N E V R A B L I C , N S S F R E S E A R C H C O O R D I N AT O R

YO U S H O U L D K N O W

The Hispanic Revolution New study reveals a huge growth opportunity for the shooting sports market

ontinuing its reputation for producing a long line of quality research reports available to the National Shooting Sports Foundation’s business members and industry professionals, NSSF’s newest report, A Hispanic Market Study: Firearms and the Shooting Sports, presents a significant opportunity for industry to increase diversity among hunting and shooting sports participants. This study clearly shows the immense growth potential represented by the Hispanic market.

Nearly one out of every five Americans is Hispanic. About two-thirds of those are natural-born citizens who have a higher level of education and income potential than recent immigrants. Currently, the Hispanic population is estimated to be 57 million strong and carrying $825 billion in U.S. consumer buying power, an economic impact that is expected to grow to $1 trillion by the year 2019. The 1,264 Hispanics who participated in this survey indicated a high level of interest in firearms usage and ownership: 30 percent overall would like to own a firearm, and 40 percent would go to a gun store or a range if invited by friends or family to take a training class or obtain instruction. Of those surveyed who said they’d previously visited a shooting range or firearms retailer, a remarkable 91 percent said they came away with a positive impression, and the top two reasons for those impressions were listed as having had their experience in both a safe and controlled environment and one that was assisted by knowledgeable staff. Language does not appear to be a barrier. In fact, the majority of Hispanics surveyed (79 percent) indicated a preference

for obtaining information about firearms in English. It is very important to know your local Hispanic demographic—Hispanic cultures differ from region to region in which Spanish is spoken—in order to successfully craft messaging and use appropriate imagery that will appeal to the local Hispanic population. “When marketing messages or imagery are not understood or related to by the target audience, the normal human reaction is to reject the marketer at some level,” says Rick Tobin, owner and CEO of Tobintel, the U.S.–based market research firm that created this report in conjunction with NSSF. In the Hispanic market, for example, references to Mexican history or culture may not play particularly well to Hispanics from South America or the Caribbean. Likewise, soccer analogies may not play well to audiences of Caribbean ancestry, while baseball references may not be understood among Mexican or South American Hispanics. Spanish slang varies from country to country of ancestry as well. This doesn’t mean you need to have a Ph.D. in Hispanic cultural studies, but you will want to do some simple research of your own area to

discover those cultures that are represented in your community and how they differ. A few clicks through the U.S. Census Bureau website can provide some information, and a quick phone call to community support groups and departments of tourism can yield some fast numbers that allow you to better understand the makeup of the population in your area.

IN TUNE WITH WILDLIFE AGENCIES ➤ This

study further explores preferences and comfort levels on a variety of topics. Two noteworthy discoveries are that 61 percent of Hispanics are aware of their state wildlife agency, and 82 percent have a very positive image of that agency. These figures imply a positive opinion regarding outdoor activities in general, and an opportunity to coordinate outreach efforts with your state’s wildlife agency.

BEST GROWTH OPPORTUNITIES ➤

Five states—California, Texas, Florida, New York, and Illinois—report the highest Hispanic populations and represent approximately 70 percent of the total U.S. Hispanic

population. Additionally, projected population estimates for the year 2020 indicate that 30 to 40 percent of the state populations in New Mexico, Arizona, and Colorado will be Hispanic. Any of these states should be prime locations to diversify, either through development or expanded marketing and advertising outreach directed toward Hispanic cultures in those states.

WHERE TO FIND THE REPORT ➤ This

new report is based on a survey conducted by Tobintel in April 2015. Survey participants were only those who were of Hispanic origin or descent, and were 21 years of age or older at the time of the survey interview. The survey was made available to responders in both English and Spanish. A Hispanic Market Study: Firearms and the Shooting Sports is available as a member benefit to NSSF business members as a free PDF file download through the member shopping cart. Non-members may purchase the report by visiting nssf.org/research and clicking on the “Research Reports” menu. For more information on NSSF’s many research efforts, including Customized Market Reports that retailers can use to evaluate area demographics for use in planning startup enterprises and expanding established businesses, visit nssf.org/research.

OCTOBER/NOVEMBER 2015 ❚ SHOT BUSINESS ❚ 13

U P D AT E

NSSF, NRA, and SAF Sue City of Seattle Over Gun and Ammo Tax

SSF joined the National Rifle Association, the Second Amendment Foundation, and Seattle-based retailers and gun owners in late August in filing a lawsuit in King County Superior Court challenging Seattle’s recently approved sales tax of $25 on each firearm sold and five cents for each round of ammunition (two cents for .22-caliber). “The Seattle ordinance is nothing but a ‘poll tax’ on the Second Amendment and an effort to drive Seattle’s firearms retailers out of business,” said Lawrence G. Keane, NSSF senior vice president and general counsel.

NSSF and other pro-gun groups fought the city ordinance, labeled a “gun violence tax,” but the City Council nevertheless approved the measure on Aug. 10 and Mayor Ed Murray signed it shortly after. “NSSF has no alternative but to be an active party in this lawsuit against the City of Seattle’s attempt to interfere in the lawful commerce in firearms and ammunition, on the grounds that it violates Washington State’s preemption statute, which blocks cities from regulating the sale of firearms on their own,” said Keane. NSSF says the law is misguided because criminals do not purchase guns through legal means, and that the tax will generate far less revenue

Seattle’s City Council recently approved a sales tax of $25 on each firearm sold and five cents on each round of ammunition (two cents on .22-caliber).

than projected because customers will simply go outside the city to make their purchases, and Seattle’s licensed firearms retailers will be forced to move their business-

FBI ANNOUNCES NEW DEPLOYMENT DATE FOR NEW NICS The FBI Criminal Justice Information Services (CJIS) Division has rescheduled the delivery date of Phase 1 of the New NICS to January 12, 2016. This date was selected to avoid potential risks to Federal Firearms Licensees, the public, and the NICS team associated with going live during peak season; provide additional time for the CJIS Division’s NICS Section employees to build proficiency with the system; and allow for additional performance testing of the system and to support NICS Index data migration.

14 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

es or simply be forced out of business. “Once again, anti-gun activists in Seattle have chosen to violate the Washington State Constitution and tram-

ple upon the Second Amendment rights of lawabiding citizens,” said Chris Cox, executive director of NRA’s Institute for Legislative Action. “They tried to enact similar regulations back in 2009 and lost. It’s a shame to see such a waste of public resources on issues the courts have already ruled to be unconstitutional.” “We’ve been down this path before with Seattle, when we sued them and won, knocking out their attempt to ban guns in city park facilities,” said SAF founder and executive vice president Alan Gottlieb. “The city does not seem to understand that no matter how they wrap this package, it’s still a gun control law, and it violates Washington’s long-standing preemption statute.”

Project ChildSafe Becomes a Foundation

roject ChildSafe, Inc., the industry’s firearms safety education charity, is now operating as the Project ChildSafe Foundation. The name change symbolizes the growth the 501(c)(3) organization has experienced and better reflects its mission to

support Project ChildSafe’s safety messaging and free gun lock program. Taxdeductible contribu-

tions to the Project ChildSafe Foundation can be made by visiting projectchildsafe. org/donate. Also, shop using Amazon Smile, which allows you to select Project ChildSafe as your charity of choice. Every $2 donated to Project ChildSafe helps put a gun lock into someone’s hands.

NEW “HUNTING WORKS” CHAPTER IN MAINE In late July, Maine became the newest state to join NSSF’s Hunting Works For America footprint. The newly formed Hunting Works For Maine partnership has nearly 60 partner organizations and will be adding dozens more in the weeks to come. Along with current state chapters in Arizona, Colorado, Minnesota, Missouri, North Dakota, Oregon, Iowa, Pennsylvania, Utah, and Wisconsin, Hunting Works For Maine is the 11th chapter to be added to this award-winning program. Started in 2010, Hunting Works For America is an initiative that seeks to bring a range of stakeholders together in order to educate the public and elected officials about the importance of hunting. Its 11 state chapters and their 1,500 partners now represent tens of thousands of hunting

advocates and include members as diverse as shooting sports organizations, conservation groups, businesses, and other nontraditional hunting entities such as chambers of commerce, convention and visitors bureaus, and other trade associations. “This program is tailor-made for a state like Maine, where hunting is such an important part of the heritage and history. Mainers love to hunt and more than 180,000 people participate in related activities every year,” said Chris Dolnack, NSSF senior vice president and chief marketing officer. “Hunters spend $213 million a year in Maine and contribute $28 million in state and local taxes. This spending translates into nearly 4,000 jobs and an economic ripple effect of $363 million.” Hunting Works For

Maine is co-chaired by Clay Tranten, a third-generation grocer, with three stores in Kingfield and Farmington; State Rep. Gary Hilliard, a business owner from Belgrade; Paul Reynolds, who owns the North Woods Sporting Journal and is co-host of the radio program Outdoors; and State Rep. Peter Lyford, a business owner from Eddington. V. Paul Reynolds, a co-chairman of the Maine chapter, writes that he’s “stoked” about this effort, saying, “Maine’s hunting heritage and gun rights can no longer be taken for granted,” and that Maine businesses and outdoor organizations can, at no cost, join the effort to remind customers and members of the importance of hunting to Maine’s economy. Email vpaulr@ tds.net or info@hunting worksformaine.com for more information.

INDUSTRY EVENT SETS RECORDS

SSF and the FAIR Trade Group in early August held their annual Import/ Export Conference to bring members of the firearms industry together with key regulators for two days of presentations and roundtable sessions. The sold-out event provided the opportunity for attendees to hear updates on our industry’s rules of the road and to ask questions directly to government officials. With a more than 20 percent increase in attendees, this year’s conference broke

records in terms of attendee participation, satisfaction, and sponsorships. Save the date for next

year’s conference: Aug. 2–3, 2016, at the Marriott Wardman Park, in Washington, D.C.

City “Dealer License” Rejected The Scotts Valley, California, City Council in late August rejected a proposed ordinance that would have set new local standards for federally licensed firearms retailers seeking to open, expand, or relocate their existing business. The ordinance would have mandated a city “dealer license” on top of the federal and state licenses FFLs must already obtain. NSSF adamantly opposed the ordinance and coordinated with Scotts Valley firearms retailers to send a letter of opposition to the City Council.

GEORGIA GUN CLUB IS NSSF FIVE STAR RANGE MEMBER NSSF has named range member Georgia Gun Club as an NSSF Five Star range. Located in Buford, Georgia, the Georgia Gun Club is the only 100-yard indoor range in the state and is one of only three in the entire Southeast. The 38,000square-foot facility recently hosted a Project Appleseed event to teach local and regional shooters about firearms history, marksmanship, and safety. Hosting events that provide educational opportunities for shooters is essential for ranges to achieve NSSF’s Five Star range status.

The 2015 Import/Export Conference set a record for attendee participation.

© 2015 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.

OCTOBER/NOVEMBER 2015 ❚ SHOT BUSINESS ❚ 15

U P D AT E

R E TA I L E R T O O L B O X

Becoming compliant for suppressor sales requires some effort, but it isn’t difficult.

The Quiet Explosion

Get started on Class III/NFA licensing—your first step to capitalizing on the growing suppressor market By Travis M. Glover

o help today’s firearms retailers explore the growing marketplace for Class III firearms and accessories, we’ve partnered with Travis M. Glover, firearms compliance and risk management officer for Lipsey’s, LLC, to have him provide a series of articles on this subject. The series can be found under the “Retail” drop-down under the “Blog” heading at the top of our nssf.org home page. Have questions about this article or about expanding your retail business to include sales of suppressors and other Class III firearms and accessories? NSSF members can access our 24/7 compliance hotline free of charge by logging into their account at nssf.org. —Patrick Shay, NSSF director, retail development

Despite the growing consumer demand for suppressors and the thriving marketplace, I still hear dealers wondering whether buying and selling suppressors is legal. The answer to that question, just in case you are not aware, is a resounding “Yes” across most of the country these days. That’s a significant change in this product category from as little as five years ago, when most retailers would have said something similar to, “You

can’t own a suppressor in this state, they’re illegal!” Most of your customers no doubt would have said the same thing. The tide has shifted dramatically in recent years, and this segment of our industry that was once largely misunderstood and ignored by the vast majority of dealers and consumers is now becoming as commonplace as seeing racks of AR 15–platform rifles. Currently, 41 states allow sup-

16 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

pressor ownership, and 37 of those states also permit hunting with suppressors. (Those 37 states that permit hunting with suppressors include Minnesota, when new rules took effect on August 1; and Maine, when rules takes effect later this year, though that date is not yet known.) In light of this groundswell change, perception of this product line within the firearms industry has gone from one of taboo to one of being

just another helpful tool for shooting and hunting. They reign as one of the coolest products among today’s firearms aficionados—and we all know “cool” rings registers— quickly rising to the status of an essential tool on a par with eye and ear protection. Indeed, that suppressors have finally become recognized as tools that help preserve hearing is one of the reasons they’ve been “demystified” in recent years,

B Y T R AV I S M . G L O V E R , F I R E A R M S C O M P L I A N C E A N D R I S K M A N A G E M E N T O F F I C E R , L I P S E Y ’ S

their perception moving away from the often sinister picture painted by Hollywood. With the rise in suppressor acceptance by so many states and a growing pool of consumers, new retailers every day are considering expanding their licenses to Class III status and capitalizing on the potential profits to be gained through the sales of NFA (National Firearms Act) firearms and equipment. Unfortunately, there’s a vast amount of misinformation and misconceptions regarding the complexities of being a Class III dealer that stop many in their tracks. While staying compliant with the regulations that govern NFA products and paperwork is critically important, the process for obtaining a Class III license isn’t nearly as complex or intimidating as many believe—and the profit potential as it exists right now can make the extra work that is required to deal in these goods very much worth the extra effort. Let’s look at what it takes to get started.

APPLY FOR YOUR ANNUAL SPECIAL OCCUPANCY TAXPAYER (SOT) DEALER LICENSE ➤ Find

the application here:

https://www.atf.gov/ file/61626/download.

The form may be filled out electronically or printed, filled out manually, and sent to the address listed, along with a check for $500 (made out to Class III–Dealer in NFA). SOT licenses are valid from July 1 through June 30 of the next calendar year. However, the $500 tax you pay to receive your license is not prorated.

You must renew your SOT every year and, just as it is when your Federal Firearms License (FFL) is about to expire, you will receive a renewal notice in the mail from ATF.

PAPERWORK AND RECORD RETENTION PLANNING ➤ You

will need a bound book (Acquisition and Disposition Record Book), ATF Form 4473s, and NFA Forms 3 and 4. Form 3 is used between SOT dealers (i.e., between manufacture and distributor and between distributor and dealer). Form 4 is used for transferring an NFA product to the qualifying consumers. There are other forms you could come across when dealing in Class III merchandise, but for today’s purposes—getting you started—I’m going to focus on those listed here, particularly the NFA Forms 3 and 4, as these are the ones you will use most often as a Class III dealer.

NFA FORMS 3 AND 4 DETAILS ➤ At

the core of your new NFA business, the Form 3 for inbound product from your supplier and the Form 4 for product you sell, are the two pieces of paperwork you need to be most familiar with to be successful in your compliance with the NFA regulations. Let’s look at how you’ll handle these forms: Retain all Form 3s both by supplier and in chronological order by the date approved by ATF. Retain all Form 4 copies (customers receive and main-

TRAVIS M. GLOVER is the firearms compliance and risk management officer for Lipsey’s LLC, an NSSF member and one of this country’s leading wholesale distributors of firearms and accessories, including those such as suppressors that qualify as Class III merchandise. Glover has more than 20 years experience in the firearms industry, but over the past 11 years he has focused solely on developing and leading firearms’ com-

tain the originals), along with their corresponding completed ATF Form 4473s. These two should be filed together as a complete record of the consumer transaction and will be assigned a unique Transaction Serial Number. While not required by the regulations, it is recommended that you treat your NFA business as a business within your business. This means your Class III products and transactions should have their own dedicated bound book specifically for NFA acquisitions and dispositions—i.e., separate bound books for FFL Type 01 or 02 (Gun Control Act or GCA) transactions. It is also strongly recommended that the physical storage of Class III products be separate from GCA merchandise, and that you maintain separate files that document in-process Form 4s.

embrace in the forms of establishing proper paperwork trails during the waiting process, written store policies for employees handling these transactions through their various checkpoints, and literature and other information important to helping your customers know what to expect when acquiring suppressors or other Class III firearms and related products.

NFA FORM APPROVAL TIMES

MORE INFO TO COME

➤ Perhaps

➤ As

the most common question asked by retailers considering expanding their business to include NFA products is how long it takes the NFA Forms 3 and 4 to be approved. While the times do vary, on average NFA Form 3s typically take between six to eight weeks, and NFA Form 4s between four and six months. (Such lengthy periods are a result of an increased volume of NFA transactions, which the ATF’s NFA branch is working diligently to reduce with the resources it has available to it.) This is vitally important to understand and

you can see, the procedure isn’t complicated. In fact, if you choose to expand your business to include Class III products, getting started on the compliance end of things isn’t difficult and actually builds on processes and procedures you should already have in place as a firearms retailer. There is much more to learn, and we’ll be covering the ins and outs of Class III NFA compliance and marketing these products to your customers in the months to come. In the meantime, please email NFA@Lipseys.com for more information.

pliance programs that have been sustainable and recognized as best-inclass. He currently sits on the Board of Directors for the American Suppressor Association, working closely with other industry leaders to further positive state legislation for legalization of suppressor ownership and hunting, in addition to the education of the FFL community regarding the many benefits of being licensed to sell Class III products.

OCTOBER/NOVEMBER 2015 ❚ SHOT BUSINESS ❚ 17

FYI

B Y R O B E R T F. S TA E G E R

Shooter’s Choice Hunters and shooters don’t see things the same way. Maybe it’s the glass

unters are often brought into the fold by a family member, and tradition sometimes influences their product choices. A significant number of non-hunting shooters are new to the sport, building on an interest they picked up from friends, social media, and, yes, video games. Which leaves retailers in a bind: How do they serve two different customer bases?

The first step, of course, is identifying the customer, which takes a little one-on-one conversation. Be on the lookout for gray areas. “If they’re going to go hunting a couple of weekends a year, but they’ll be shooting steel targets all the time, you’re going to want to put them in the right scope that’s going to fit a majority of their

they’re used to seeing—it’s what they’re digesting on blogs and forums and Facebook posts,” says Goess. “For us, 4–16X is really that sweet spot for that new shooter. The 16 is strong enough to get you out there, but it’s not jumping all over the place like you’d see in a 5–20X or 5–25X.” Hunters often prefer a gun-

to experimentation. They’re constantly tweaking their setup,” says Goess. “They want to be the first with it, they want to get better. They’re consuming information at a much faster pace.” The new-shooter market churns through new products more quickly than do hunters, who tend to approach new

optic combo they can carry with them all day, if need be. They tend to focus on optical quality and a clean sightline, and everything else is measured by the ounce. Weight isn’t so much of a concern for shooters, who often only need to move their rifle from the truck to the firing range. This translates into more features on shooters’ scopes. Exposed turrets and milliradian, mil-dot, or MOA reticles are de rigueur. “Shooters are a lot more tech-savvy and open

innovations more cautiously. Shooters accessorize with different flip-up caps, magnification levers, bubble levels, and steel rings. “It seems like the average price spent on a shooting rig is more than the average spent on a hunting rig,” says Goess. “Anything they can buy that will make them better, they’re consuming it.”

Hunters prefer 1-inch tubes, but target shooters tend to gravitate to models with 30mm tubes.

needs,” says Adam Goess, product and marketing manager at Nikon. “Connect with them on their passion level, and they’ll be willing to divulge a lot of information that will help you guide them to the right product.”

Geared Up One of the main differences between hunting and shooting optics is tube size. Hunters prefer the traditional 1-inch tube, while shooters tend to want 30mm scopes. “It’s what

18 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

Divide and Conquer All this raises the question: Should retailers separate their

optics department into hunting and shooting sections? It makes sense, says Goess. “If you separate those two markets a little bit, you’re going to find greater success than by sending them to one counter and letting them try to pick out what they want from a sea of black tubes.” Every point of differentiation helps a customer decide, and the sport it’s best suited for is a major one. Goess doesn’t expect the influx of new shooters to be subsumed into the hunter population; geographic differences will make hunting too difficult for some of them, and many others just won’t have an interest. Goess thinks two markets for optics will be the new normal from now on. On the manufacturer level, Nikon is addressing this newshooter market as well. “We’ve found great success in helping educate that new shooter on what they could do to be able to shoot long-range confidently and consistently,” he says. “You’ll see a change in our marketing, too, as far as how we address this new consumer, and how to get the information to them as quickly as possible.” Part of the attempt to court shooters lies in the cartridgespecific products—reticles designed around specific loads, including .22, .223, .308, and the .300 Blackout. “It’s intuitive,” says Goess. “If they know what they’re shooting, we have a scope for them.” The influx of dedicated shooters is only growing. If you want to reach them, you’ll need to dial in to their mindset.

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Tarheel Treasure Hunt A beginner 3-Gun competitor looks for an MSR on North Carolina’s coast

STORE A

HOW CAN WE HELP YOU? ➤ A billboard on Route 17 directed me to the store. This retailer, the largest of the four I visited, had the best location, right off the main highway. A big, easy-to-read sign promi-

nently advertised concealedcarry courses. In addition to firearms and hunting gear, the store offered a mix of outdoor clothing, footwear, and fishing tackle. The back of the store was dedicated to firearms, and behind the counter I saw at least five employees, all of whom

20 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

were wearing the same poloshirt uniform. I was greeted with several “Hellos” and plenty of “How can we help yous?” I said my line and was directed to one of the several long-gun bays dedicated to MSRs. They asked my budget, and I said “about $900.” They

then put two inexpensive MSRs in my hand—one from Del-Ton and one from Windham Weaponry—and then explained that a lowerpriced MSR would be a good choice for a beginner. They also had some expensive Daniel Defense MSRs that

PIXEL PUSHERS

n one side of Route 17 in North Carolina, between Hampstead and Wilmington, are beautiful beaches and plenty of fishing for speckled trout, redfish, and flounder. But just inland, I had my eye on an MSR for 3-Gun competition. That became my cover story, with a buddy and I looking to get into the sport and needing the right rifle. My expectation was that retailers would ask right away about my budget. They might also ask about which 3-Gun division I was going to compete in, and perhaps my brand preference (it’s a crowded field). What I found were plenty of smiles behind the counter and mostly good advice—even if I didn’t have a Down East drawl. These boys and girls in eastern North Carolina know a thing or two about MSRs.

UNDERCOVER SHOPPER

How’d They Do? Customer Service

Product Knowledge

Product Availability

The staff was busy with other customers, but said hello and waited on me quickly.

The staff had plenty of product knowledge, though no one I spoke to had direct 3-Gun experience.

The store had suitable MSRs and scopes at all price points, plus the staff offered to order anything not in stock.

The clerks were friendly, but one bailed since he badly needed a smoke.

The staffer I spoke with knew MSRs and offered a rifle in my budget range.

A small assortment of entry-level brands were the only rifles available.

STORE

The clerk was very attentive and greeted me promptly.

What was offered was the clerk’s strategy for an MSR.

There was hardly any product to examine, let alone purchase.

Friendly, helpful, and well-experienced staff.

Exceptional insights into 3-Gun.

A very good selection of rifles, scopes, and accessories at many price points.

SCORING SYSTEM: Outstanding:

were out of my price range, but also well suited to 3-Gun. The staff was well versed and personable and knew an entry-level rifle was probably my best bet. STORE B

TIME FOR A SMOKE ➤ This

Winner:

retailer/gun range touts itself as Wilmington’s only indoor range. Its billboard on Route 17 got my attention, but finding the place took some doing. A tree branch blocked the sign to the facility’s entrance, and it was located behind other businesses on the busy strip. The retail space was about 900 square feet, with a wall of new and used rifles, and glass cases of handguns. I was greeted immediately by a young clerk, and when I explained what I needed, he asked his colleague (“the AR

Very Good:

guy”) to help. The “guy” was on his way out for a smoke, but he took the time to inquire about my budget and give some newbie pointers. He then asked the young clerk to show me the S&W M&P rifle and explained that it was very easy to spend a lot of money on a 3-Gun MSR. The colleague proceeded to explain how an entry-level rifle is a great gun to start with, as it is an inexpensive platform that allows for performance modifications down the road. STORE C

ADVICE, YES; EXPERIENCE, NO

➤ Store C, also a shooting range/retailer, was a few minutes away from Store B. The signage was well placed on this busy main business route. I was again warmly greeted

22 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

Average:

by a young clerk who offered his opinion on what a 3-Gun MSR should be. His advice was mostly spot-on, but when I asked him if he competed, he said he didn’t. But he did say he knew which rifles would work. On the downside, this retailer had few rifles I could actually handle, but they did offer to order me whatever I wanted. STORE D

EXCEEDING EXPECTATIONS

➤ I always tell myself, Don’t judge a small retailer on the basis of its website, but I must say my expectations were low. However, when I saw the store’s billboard on the main highway advertising MSRs, my interest was piqued. Though the store was located well off the main road, it was easy to

A tough call between Store A and Store D, but the staff at Surf City Guns and Ammo made the trip informative. Surf City Guns and Ammo 103 Atkinson Point Road, Surf City, NC 28445 910-328-4499 surfcityguns .com

Fair:

Poor:

find. The interior was the smallest of the group, about 500 square feet. From what was hanging on the wall, though, I could tell this was a shop dedicated to serving MSR customers. I was greeted with several “hellos” upon entering, even though the clerks were waiting on customers. But soon the female owner directed me to a staffer who immediately took extra time and care to show and put rifles in my hand. The salesman was well versed in 3-Gun, having competed in the sport. He knew his stuff and went on to share the nuances of a 3-Gun rifle and the specific parts (rails, etc.) for accessories on an MSR that aid in competition. I was thoroughly impressed with the staff ’s knowledge as I asked question after question.

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Doing It All

With this combo gun, hunters have the option of using a centerfire or a smoothbore barrel.

The Steyr Duett is a European hybrid

ardly American in form, the Steyr Duett is a hinged-breech boxlock combination gun. But it’s not a drilling, which has three barrels (typically two shotguns over a rifle). The O/U Duett shotgun-over-rifle features double triggers (including a set-trigger option for the rifle barrel). They’re factory-adjusted to break at 3½ pounds. A tang-mounted cocking switch replaces the traditional tang safety. Strikers aren’t cocked until you thumb the switch forward. A button on top “uncocks” the strikers, as you let the switch slide back. The opening lever clears the button.

Chambered for 3-inch 12-gauge shells above and your choice of the eight rifle cartridges listed below, the 23½-inch cold-hammer-forged barrels can be regulated with a screw at the muzzles. Ernst Reichmayr, a coowner of Steyr and an avid hunter, explains: “We adjust the barrels so shotgun slugs and rifle bullets shoot to the iron sights at 50 meters.” (Of course, convergence depends on the loads.) The understated rib that extends to the rear sight is also an 11mm scope mount rail. European in profile, the Duett’s walnut stock comes in five levels of wood quality. It snugs up to the metal. Scaled surfaces at the wrist and forend provide a good grip. False sideplates give engravers a chance to show their talent, with five

engraving options. At 6½ pounds, this O/U is lighter than it looks. Although the 12-bore barrel precludes the lean look of an upland gun, the Duett is sleek in form and handles nimbly. A short breech and modest barrel length give it a coach-gun feel in tight cover. Weight-between-the-hands balance brings it to cheek instantly and keeps it there, for a smooth swing. Yes, the comb is straight enough for shooting with a scope; still, you needn’t jam your cheek into the comb for shotgunning or quick aim with irons. The front sight (adjustable for height) shows a black post. It sits low, so you’re unlikely to snag it in brush or a gun case. The drift-adjustable rear sight is low and unobtrusive, with a clean square notch.

24 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

Uniform Patterns ➤I

tested a Duett on my range with iron sights only. As with big-bore Express rifles and leveraction carbines, a combination gun looks and points best with irons. At 50 yards, I drove three 165-grain factory-loaded Remington Core-Lokts from the .30/06 barrel into a 1-inch triangle. That’s about as close as I can hold with irons. The shotgun tube with Foster-style Remington Slugger ammunition printed 4-inch groups just below the rifle’s point of impact. After I moved the target to 100 yards, Core-Lokts punched a 1¾-inch group—certainly the limit of precision for my eyes and more than tight enough for deer. To test the shotgun barrel with its fixed “½ choke,” I used a 1¼-ounce load of Winchester

steel BBs. I’ll concede such large shot often throws tighter patterns than small, but counting holes from No. 8 shot gets tedious. (You get about 90 pellets in a steel BB load, 720 in a charge of 8s.) At 40 yards, the cloud of BBs centered the paper. I counted 72 holes in the 30-inch circle, an even 80 percent. Tallied by quarters, the pattern was wonderfully uniform, just what you’d wish for turkeys, pheasants, and waterfowling. The hinged-breech mechanism closed up vault tight but opened smoothly. In .222, .243, .308, 7x65R, .30/06, .30R Blaser, 8x57, and 9.3x74R (and bored for 12-gauge 2¾-inch shells only), the standard Duett came to market at only $2,850. (205417-8644; steyrarms.com)

PAGE

MANY WOMEN, NEW TO SHOOTING, ARE INTERESTED IN FIREARMS FOR PERSONAL PROTECTION. TO CLOSE THE SALE, YOU NEED TO LISTEN CAREFULLY TO THEIR NEEDS.

THE PERSONAL PROTECTION MARKET IS SEEING A NEW CUSTOMER , ONE THAT REQUIRES THE RETAILER TO ADOPT A NEW MINDSET . PLUS : 11 TOP PRODUCTS

BY RICHARD MANN

OCT./NOV. 2015

PAGE

randpa had an old S&W Model 10 revolver. It lived in a dresser drawer at his house and hung from a nail on a second-story floor joist at our hunting camp. Born in 1905, Grandpa lived through Prohibition and the Great Depression. Hard times were the norm, and he understood the value of having a gun handy. For him and the grandkids he nurtured, personal protection was not a trend or a passing interest: It was just life. By listening to my questions and providing guidance based on experience, Grandpa passed his mindset and knowledge on to me.

I’m a product of the original American gun culture. Most of today’s potential gun buyers are not. Michael Bane, a prominent firearms journalist who helped found Down Range TV, likes to describe these new customers as members of “Gun Culture 2.0.” The primary differ-

ence between these two cultures is that many of the latter group did not grow up with a grandfather (or other family member) who shared the lessons of a practical life with their kin. Parents who had a rugged childhood often vow their children won’t, and the result is today’s different breed of gun buyer.

KNOW YOUR CUSTOMER Statistically, today’s potential gun buyer spends more time watching guns go off on television and in video games than on a real range. In addition, a 24-hour news cycle has sadly misinformed him about basic firearms application, terminology, and

VERSACARRY OFFERS AN AFFORDABLE BUT VERY VERSATILE CARRY SYSTEM.

acceptance. When I was in junior high school, the hunter’s safety program was part of the curriculum, and we shot trap on the school baseball field. Today, a Pop Tart shaped like a gun will get a kid suspended. Unlike with the hunting firearms market, where consumers can purchase products and prove them in the field, with personal protection firearms, “proof of purchase” rarely materializes. The chance one of your customers will have to shoot to save his life is about as likely as your winning the lottery. Those selling personal protection firearms must balance the misconceptions of potential customers with reality. Those who are successful in the retail world of personal protection are smart and savvy salesmen.

BECOMING THEIR GUY Don Ingram manages Carolina Sporting Arms in Charlotte, North Carolina. When I was hired as a police officer in rural West Virginia in 1992, Ingram was my training officer.

OCT./NOV. 2015

PAGE

COMPACT FLASHLIGHTS FROM SUREFIRE OFFER HIGH LIGHT OUTPUT.

Disenchanted with police work and the low wages associated with the job, he moved to Charlotte and went to work behind the counter at Carolina Sporting Arms in 1998. He applied the people skills he’d learned on the street to his interests in guns, personal protection, hunting, and the shooting sports, and he now runs the shop. The store—which has a 10,000-square-foot showroom floor as well as an adjoining two-story, 14-lane indoor range—sells lots of personal protection firearms. When I asked Ingram about the keys to their success, I was a bit surprised at his answers. Like me, Ingram is a member of Gun Culture 1.0. Similarly, he recalls the gun store of yore, where the guy behind the counter knew everything and had an opinion on everything else. In the rare event he didn’t, there was a regular customer, coffee in hand, who knew all the other stuff. For those of the original gun culture, the gun store was a place to pontificate and argue the merits of the 9mm versus the .45

and the like. Ingram says that environment is no longer conducive to sales. Even though customers with limited experience with firearms are today’s norm, retailers must keep in mind that they are still savvy buyers. They need to be educated, but they will not stand being preached to. The folks behind the counter at Carolina Sporting Arms are salesmen first, firearms experts second. “I have my salesforce ask questions to determine a customer’s needs and level of understanding,” Ingram says. “I tell them to listen and then respond to the feedback they receive. Their job is to educate the customer about personal protection options and then let the customer make up his or her own mind.” This gives the customer ownership in the process, as opposed to suggesting they spend money for something someone else thinks they want. Carolina Sporting Arms has a number of tools in place to help with this education process. They teach the courses required by the

State of North Carolina for the acquisition of a concealed-carry permit, they provide rental guns for use on their indoor range, and, if a customer is serious about a certain personal protection firearm, they’ll let him test-drive it on that range. That last item, according to Ingram, is one of

the keys to the kingdom. “Test-drives almost always convert to sales,” he says. But, it’s not just about education. Ingram is a firm believer in establishing rapport with customers. Everybody likes to have “a guy”—a person whom they trust with a certain aspect of their livelihood, life, or passion. If

A PAIR OF POPULAR HOLSTERS FROM GALCO: COMBAT MASTER PANCAKE (LEFT) AND THE ANKLE GLOVE (RIGHT).

PAGE

30 you like motorcycles, you very likely have a guy you call with motorcycle questions. Similarly, if you’re a flyfisherman, you most assuredly have a guy who can tell you which patterns the local trout are taking. Ingram believes that to be successful selling self defense to mem-

bers of Gun Culture 2.0, you have to be their guy when it comes to firearms, accessories, and training.

TWO EARS Not all gun shops, though, have 10,000 square feet in which to display their wares and a two-story

SIG SAUER’S NEW LINE OF DEFENSIVE AMMO PERFORMS AT A HIGH LEVEL. WINCHESTER AMMO AIMS TO HELP EASE THE SELECTION PROCESS.

shooting range where customers can take a testdrive. Shawn Bush operates a small gun shop in Orlando, Florida. Always Armed is a storefront operation with a vastly smaller 1,300-square-foot showroom. Even so, Bush makes a good living, which he attributes to good salesmanship. “God gave us two ears and one mouth,” he says. “The best way to sell someone something is to listen more than you talk. Most buyers will sell themselves, if you ask the right questions. Engage them, learn what their needs and experiences are. That will help you present viable options.” Like Ingram, Bush believes training plays a prominent role in sales. Bush does not offer training, but he has wisely aligned himself with a professional who does. “Many of my customers are women who are firsttime gun buyers,” he says. “They don’t know much about guns, so I steer them to training before I try to sell them anything. There, they will learn firearms basics, lifesaving skills, and the true necessity of a firearm. They’re grateful for the experience and return to me for equipment.” Bush essentially uses the same sales concept in Orlando that Ingram has initiated in Charlotte. “I want to be their guy,” Bush says. “Once I become that guy, as long as I do not betray that relationship or trust, the customer will return to me when they are ready to trade up or

need accessories or another firearm.”

RIGHTING A WRONG Established in 1976 by the late Col. Jeff Cooper, Gunsite Academy in Paulden, Arizona, is a respected civilian firearms training academy where you will find extremely savvy buyers of personal protection firearms. Susan Davidson, who runs Gunsite’s pro shops, reinforces the importance of being able to refer potential customers to a range before they buy. “Students show up with guns that don’t work and rent our guns to get through the course,” she says. “By the end of the course, they often decide to buy a gun just like the rental.” Davidson also sells a lot of guns to women who have shown up with a gun provided by a husband or boyfriend. Within a day or two, these women are also renting a gun because the one they have isn’t suitable for their needs. All told, about 20 percent of the students who come through Gunsite end up buying a gun at the end of the course. Davidson notes that about 40 percent of her students also buy belts because theirs was inappropriate for carrying a gun. Another 20 to 30 percent buy holsters for the same reason.

WHAT’S HOT, WHAT’S NOT Of course, part of being successful at selling personal protection firearms and accessories is knowing what the trends are—if

OCT./NOV. 2015

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A MODEL THAT FITS SMALLER HANDS IS OFTEN A GOOD CHOICE FOR WOMEN.

PAGE

THE CONCEALABLE NIGHTHAWK PREDATOR III 1911 IS AVAILABLE ONLY IN .45 ACP.

THE CARRY LITE MAG CARRIER FROM GALCO DELIVERS A LOT OF PERFORMANCE FOR NOT MUCH MONEY.

you don’t have it in stock, you miss the sale. Glocks are always hot because they offer fine reliability at an affordable price. New Glocks, such as the Model 42 in .380 ACP and the even newer Model 43 in 9mm, are in high demand. Similar subcompact .380 and 9mm pistols continue to dominate the sales sheets. Compact revolvers in .38 Special and even .22 Magnum are popular, too. Right or wrong, compact revolvers tend to be the choice of many new or female shooters—not so much because they are a better fit for the firsttimer, but partly because first-timers are erroneously steered in that direction

by know-it-all salesmen. It’s also partly because some women can find it difficult to operate the slide action of many of the compact semi-autos. Manufacturers have keyed in on the incompatibility of super-compact semi-autos and weaker hands. Remington’s new RM380 is a perfect example. It offers minimal slideracking force, along with comfortable recoil due to a smart ergonomic design. Manufacturers have also keyed in on the popularity of laser sights, and companies such as Smith & Wesson, Kimber, Ruger, and others now offer integrated laser packages with some of their defensive handguns.

OCT./NOV. 2015

Interestingly, as of late, lasers seem to be experiencing a dip in sales. Ingram seems to think it is mostly due to the incompatibility of railmounted lasers and holsters. “People are buying guns to carry, not to impress their friends. Crimson Trace Lasergrips remain the most popular choice because they do not affect holster selection.” Ingram also notes that high-end holsters are a tough sale to new buyers, who often opt for much less expensive models. “But they are far more receptive to a better holster after they take the training course,” he says. In this case, personal experience has taught them the value of investing in a good holster. All this might point to the inclusion of a carry device like the $25 Versacarry in your inventory. This unique implement is an inside the waistband (IWB), ambidextrous carry system that will work with any handgun, even one with a rail-mounted laser or light. It is a high-profitmargin item that allows you to up-sale other highmargin accessories, such as flashlights and lasers. The bottom line is, of course, that accessories are where retailers make their money. And, while you may not be able to tack on $200 worth of accessories with every defensive handgun sale, if you establish that “I’m your guy” rapport with customers, they will return to get your input and make that purchase as

well. Ingram says his most common and easiest upsale is night-sights. He keeps a wide variety on the shelf. Gunsite capitalizes on sales of electroninc hearing protection. This wide selection on the shelf applies to ammo, too. Defensive handgun shooters need two types. They need ammo for practice and ammo for carry. Being able to differentiate between the two can be problematic for new shooters. For this reason, Winchester’s new line of Train & Defend ammunition is a wise choice. With boxes clearly marked so the practice ammo can be quickly distinguished from the carry ammo, consumers can make a purchase without confusion. The easier you make it for the customer, the more money they will spend. Despite all I’ve written here, there are some of you who might be saying to yourself, “Why bother?” Selling to members of Gun Culture 2.0 is a lot of work, but these customers represent the future. Besides, an educated customer truly is a better customer, and these better customers will ultimately reward your investment in them handsomely. It’s one reason why many retailers are building indoor ranges, why smaller operations are forming working partnerships with trainers as part of a mutual referral system, and why store managers are insisting their sales staff stay up to date with in-depth knowledge of personal protection firearms.

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TOP TO BOTTOM: S&W SHIELD (WITH A CRIMSON TRACE LASER SIGHT), S&W 642 WITH A LASERMAX LASER, AND THE REMINGTON RM 380.

SHOT BUSINESS OCTOBER/NOVEMBER 2015

THE

SWITCH Credit card anti-fraud technology has taken a Great Leap Forward. Don’t be left behind b y m a r k e . b at t e r s b y

ILLUSTRATIONS BY LORENZO GRITTI

There is a potential storm cloud on the horizon for many firearms businesses that accept credit cards or debit cards for customer purchases. Ahead lies a so-called “liability shift,” wherein banks and card issuers plan to shift liability for fraudulent card transactions to those who are not ready for a new, more secure card.

SHOT BUSINESS OCTOBER/NOVEMBER 2015

COMMERCE

Today, if a credit card transaction is conducted using a counterfeit, stolen, or otherwise compromised card, losses from that transaction usually fall back on the payment processor or issuing bank. After October 1, 2015, ho however, any business that doesn doesn’t have an EMV-processing device will find that the banks will no longer be liable. Instead, the merchant who processed the compromised card will be on the hook.

W H AT I S E M V ?

EMV—an acronym for Europay, MasterCard, and Visa—is a global standard for cards equipped with a small integrated circuit (or “chip”) that, along with the appropriate technology, is used to authenticate transactions. The EMV technology, often referred to as Chip and PIN, is widely used elsewhere in the world. Now U.S. card issuers are moving to this new technology, both to protect consumers and to reduce the cost of fraud. For consumers, the switch means activating the new EMV cards and learning new payment processes. For shooting, hunting, and firearms businesses, and the financial institutions that process card transactions, it means adding new point-of-sale (POS) terminals, in-store technology, and internal processing systems.

The magnetic strips on traditional credit and debit cards contain unchanging data, making these cards prime targets for counterfeiting. Whoever accesses the data on the cards has all of the sensitive card and cardholder information necessary to make a purchase. But the new generation of cards feature a small metallic square located on the card face. Unlike with magneticstrip cards, every time an EMV card is used for payment, the card’s chip creates a unique transaction code that cannot be used again. As with magnetic-strip cards, EMV cards are processed for payment in two steps: card reading and transaction verification. With EMV cards, however, it is no longer necessary to master a quick, fluid card swipe in the right direction. Chip cards are read in a different way. Instead of going to a register and swiping an EMV card, customers perform “card dipping” by inserting the card into a terminal slot. When an EMV card is dipped, data flows between the card chip and the issuing financial institution to verify the card’s legitimacy and create the unique transaction data. This process isn’t as quick as a magnetic-strip swipe. User signatures or entering a PIN for a card transaction will still be required, but which one will depend on the verification method tied to the EMV card, and whether the card is debit or credit.

SO NEAR, YET SO FAR EMV cards can also support contactless card reading, often referred to as “near field communication” (NFC). Instead of dipping or swiping, NFC-equipped cards are tapped against a terminal scanner that picks up the card data from the embedded computer chip. Unfortunately, dual-interface cards and the equipment needed to scan them are expensive, so the emphasis now remains on successfully integrating EMV cards into the shopping process. Dual interface will arrive later.

SHOT BUSINESS OCTOBER/NOVEMBER 2015

TRANFERRING LIABILITY

A key consideration for any firearms business considering whether to adopt the new technology is the liability shift. “Liability shift” means that issuers—banks, credit unions, and any other financial institution issuing credit or debit cards—and merchants that continue to use nonEMV-compliant devices while accepting transactions made with EMV-compliant cards will assume liability for any and all fraudulent transactions. Here’s how all this will work after the implementation of the new process in October. » If a gun shop continues to use the “swipe and signature” methodology and the customer has a smartcard, the merchant is liable for a fraudulent transaction. » If the shooting-sports business has the new EMV Chip and PIN technology, but the bank hasn’t issued the customer a Chip and PIN card, the bank is liable. » If a merchant uses Chip and PIN technology on a customer’s smartcard and fraud still takes place, the credit card company bears the liability, as is the case today. In other words, after the October deadline created by major U.S. credit card companies (done so to drive acceptance of the new technology), the liability for fraud will shift to whichever party is the least EMV-compliant in a fraudulent transaction. Although the deadline should be enough encouragement for all parties involved in the payment processing process to become EMVcompliant as soon as possible, it stands to reason that not everyone will be compliant by that date. Although EMV compliance is required for credit card acquirers and processors, it is not mandated for merchants and processors. A firearms business will still have the option to continue processing cards with the magnetic strip and ignore the EMV technology. No business will be lost, as most smartcards will still have a magnetic strip as a backup. But by doing so, the merchant exposes itself to the full liabilty of a fraudulent transaction. This shift in technology also means that every shooting-sports business will have to review its

point-of-sale systems, including in-store hardware and software. Larger operations will, in all likelihood, have to invest heavily in upgrading hundreds or even thousands of terminals and systems. The transition could prove easier for smaller operations, which may be able to move to EMV by simply adding a new external PIN pad. There is the anticipation, though, that some smaller operations, which may process few credit or debit card transactions per month, may not believe the cost of a smartcard upgrade is worth the trouble. But by exposing themselves to this new liability, the cost savings of not adapting the new standards could prove, in the long run, ruinous to those livliehoods. Can you afford that gamble?

SHOT BUSINESS OCTOBER/NOVEMBER 2015

â&#x17E;ĽWHAT IT IS

Blackhawkâ&#x20AC;&#x2122;s new A.R.C. (Appendix Reversible Carry) Inside the Waistband Holster uses a proprietary pliable polymer that lets the holster fit more snugly and more comfortably against the body for improved concealedcarry performance.

B L A C K H AW K

BUILDS A HOLSTER When you let engineering and manufacturing work side by side, great things happen BY SLATON L. WHITE

PHOTOGRAPHS BY JUSTIN APPENZELLER

OCTOBER/NOVEMBER 2015 ❚ SHOT BUSINESS ❚ 39

THE NEW APPENDIX Reversible Carry (A.R.C.) Inside the Waistband (IWB) Holster is suitable for both civilian and law enforcement concealed carry. Designed to appeal to users who prefer the appendix-carry position (rather than on the hip), the holster is constructed of a soft, yet durable, injection-molded polymer material for all-day comfort. The pliable material lets the holster fit more snugly to the body, allowing the use of tighter-fitting clothing. The fully reversible and ambidextrous holster accommodates left- and right-handed users and is packaged with two cant- and ride-height adjustment belt clips for 1.5- and 1.75-inch belts. A passive retention detent with an adjustment screw allows the user to vary the amount of friction for personalized firearm security. The holster can be used in conjunction with pistols featuring rear-mounted red-dot sights and is available in Urban Grey in four models (Glock 17/22/31, Glock 19/23/32, Glock 42/43, and S&W Shield). SRP: $22.45. The above text is the official sell sheet on this new product. Carrying in the appendix position has certain advantages over other IWB positions in that it allows for deep-concealment opportunities and quick access to the firearm. Your arms are naturally positioned close to the holster, and drawing from that position is very quick. Carrying in the appendix position also has an unspoken advantage— most people avoid looking at other people’s front waistline (crotch).

J O I N E D AT T H E H I P I VISITED Blackhawk’s manufacturing facility in Manhattan, Montana (a few minutes outside of Bozeman), last summer, I was able to get a peek behind the curtain at how the holster came to be. This background should explain and help you more fully appreciate the features of the holster, especially for customers who may not be familiar with appendix carry. Like many modern manufacturers, Blackhawk’s Montana opera➸ WHEN

tion doesn’t have a huge physical footprint, but the space is used efficiently. One big plus: The engineering staff, composed of computer-savvy shooters, sits right next to manufacturing. In essence, the two sides are joined at the hip, which allows each to critique the other’s designs and work together in a timely, cost-conscious manner.

TA L L O R D E R LOOKING TO build any new product, we start with a need or an opportunity in the marketplace,” says Liam Yarbrough, Blackhawk’s product line manager. “This comes from consumer feedback, account comments, market trends, and internal users. In the case of the A.R.C. IWB Holster, there has been a resurgence of the appendix-carry method, and feedback indicated a need for an appendix holster that would fit a wide variety of firearms in both left- and right-handed configurations. Another need was for the holster to fit rear-mounted red-dots with higher sights. So, we were tasked with ➸ “WHEN

40 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

creating a comfortable, nonmarring, ambidextrous, red-dotcompatible concealment retention holster that had versatility, not only as an appendix-carry holster, but also as one viable for strong-side and cross-draw as well.” A tall order. But they filled it quickly, in part because the Bozeman plant is designed for rapid teamwork and cross-platform consultation. “For years our engineers had wanted to use softer polymers in holsters,” says Yarbrough. “Though we had first looked at doing injection-molded IWB holsters in 2012, the project never came to fruition because it didn’t offer anything unique. During a visit to the Manhattan engineering team in September 2014 [Yarbrough is based at another facility], I made the comment that we needed to make a holster using a specific polymer. It wasn’t an idea original to me, but I had heard talk for years about just such a product and thought the time might be right for it.” The project began shortly there-

after, and design input was requested from concealed-carry users from around the company. This group also helped with the testing and evaluation of prototypes. “Once we had a go for the project, we were molding finished products in six months,” he says. “But the overall development was really a culmination of several exploratory ideas over several years and in various forms.”

B O DY P R I N T I N G ➸ THE

PARTICULAR PROPRIETARY polymer was selected because test results demonstrated that it yielded a pliable holster that better prints to the body, allowing the user to wear clothes that fit more snugly. “Picking the polymer, for me, was easy because of the team I am surrounded by,” says Yarbrough. “We honor a vow made by Navy SEAL to make gear the right way. This translates into continuing improvement efforts. Owning your manufacturing facility is a huge asset, too, and it allows you the backdrop to play with new materials, new technology, and new ideas. Some work, some don’t; some are put on the back burner until other technology is available to make the idea viable. The polymer used for the A.R.C. fell somewhere in the middle of all this. Our entire engineering team had been playing with different polymers for years, and they kept circling back around to one in particular. It is proprietary for us, so I can’t name it, but our next step was to determine what durometer to use.” “Durometer” is one measure of the hardness of a material. The polymer’s durometer had to be one that was comfortable to wear, yet stayed open inside the waistband; could compress enough for belt-clip adjustments; could hold a

➥LOCATION, LOCATION, LOCATION

Just as with real estate, where your holster resides makes a big difference. The appendix carry allows fast access, but Blackhawk’s versatile, ambidextrous version shown here also allows for strong-side and cross-draw.

passive retention screw/insert assembly; and would reduce wear on the firearm finish. “Our in-house computer design and technology, like 3D printing, allows for rapid prototyping,” says Yarbrough. “We were able to make prototype parts and perform userwear tests to gain feedback on what worked and what didn’t in a very short time frame. I say ‘short’ because technology gave us the ability to identify the right durometer quickly. But I can’t stress enough the number of hours of trial-and-error that allowed us to actually create the A.R.C. Holster.” One strong selling point to keep in mind is that if the customer is not comfortable carrying in the appendix position, the A.R.C. can also be worn in the cross-draw and

strong-side positions. So, for not a whole lot of money, you can sell an adjustable holster that offers three carry positions. Another point to stress is that, given where an appendix holster is placed, a new user should practice drawing and reholstering with either a demo pistol or an unloaded pistol. Practicing these motions will give the user the muscle memory and familiarity so that if the time comes where he must defend himself, he can effectively draw the firearm in a timely yet safe manner. For new users in particular, a firearm with a safety may make them feel more at ease as well, which gives you yet another selling opportunity—especially as Blackhawk expands the line to accommodate more firearms. OCTOBER/NOVEMBER 2015 ❚ SHOT BUSINESS ❚ 41

GOOD STUFF

BY JOE KELLER

Walker’s Game Ear has developed Bluetooth-enabled ear muffs.

All Ears Bluetooth technology connects your muffs to your phone at the range or on a hunt

ho likes the smell of gunpowder? I see a lot of hands up. Now, who likes the sound of a centerfire rifle shot in the next lane at the range? Anybody? Thought so. Walker’s Game Ear has been making industry-standard electronic muffs that dampen loud sounds while amplifying normal sound for years. Such muffs will reduce the noise made by most rifles to a safe level, but at the same time they allow you to clearly hear range commands. In the field, you can turn up the volume of the amplification, so you can hear game approach long

before you would normally. But now Walker’s is getting into a new game. Its latest product— Ultimate Digital Quad Connect—is Bluetooth-enabled, so you can listen to the radio, stream music, or use the phone, all the while protecting your hearing. Bluetooth is a secure connection that transmits data via radio waves over the relatively short distance of about 33 yards. The technology,

Big Bang If your customer intends to shoot big-bore guns, tell him that it’s always a good idea to wear foam earplugs as well. Though these muffs will reduce the sound by about 27 to 30 dBAs on guns that produce 120 dBAs, some largercaliber guns will top 150 dBAs. Better safe than sorry.

developed in 1994, is simply a way for devices to network with each other without the need for wires or an internet connection. To tap into and use the technology on the new muffs, press a button on the right side to turn on the Bluetooth option. The muffs will search for nearby Bluetooth-enabled devices, like your phone. Now, make sure your phone’s Bluetooth settings are on and you should see “Walker’s Game Ear” pop up on the screen. Choose it, and you are then able to use your muffs as a link to your phone, music, podcasts, or anything else you can access with your phone. During testing, the muffs quickly linked up with my iPhone. I played music I had previously downloaded and took a call from a friend by touching the Bluetooth button on the muffs. Want to send a call to voicemail? Hit the button twice. You can control the volume with your phone or the knobs—right and left—on your muffs. The off is solid. That will help ensure users don’t leave the muffs on and drain the batteries (three AAAs), an all-too-common scenario with most electronic muffs. At the base of each volume knob, by the way, is an Adjustable Frequency Tuning knob, which acts as a treblebass control. It lets you custom-dial to the right frequency level for each ear. Press and hold the Bluetooth button to return to simple amplification. To use the muffs without amplification—passively—turn off the volume knobs. The muffs will still be able to protect your ears from the damage caused by loud reports. These muffs have another highend feature that I like—a set of four directional microphones. Some amplification muffs have just two microphones, but the “quad” aspect mitigates one of the reasons I never liked using amplifying muffs in the past: I could hear a squirrel or deer walk over fallen leaves 200 yards away, but I wasn’t able to determine where the critter was unless I turned my head. Four mics help me determine location without any additional movement that might spook game. SRP: $289. (877-2698490; gsmoutdoors.com)

42 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

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W H AT ’ S S E L L I N G W H E R E

West

CA Barnwood Arms, Ripon

Sitting between Stockton and Modesto in central Northern California, this home defense and hunting store has seven indoor shooting lanes. Glock Model 43s are experiencing high demand; other fast movers include Sig 238s and Smith K-Frame revolvers. “We expect a good number of hunting guns to turn in the next 60 days. However, it’s really the consistent handgun sales that have kept the register warm these past few months,” said owner Paul Mangelos. Sales of modern sporting rifles average two per week, with a mix of Smith M&P Sports and DPMS Oracles. Deer rifles are starting to move—Tikka T3s, Kimber Montanas, and Ruger Americans are doing well.

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

Jerry’s Outdoor CO Sports, Grand Junction

With 11,000 square feet of retail space, this store’s firearm selection consists of 1,200 guns, with more to come. MSRs are still turning at four a week. Smith M&P Sports and the locally made Viking Armament lead the pack. “These Viking Armament rifles are made here in Grand Junction, and even in this thousand-dollar-plus price point, we can’t keep them in stock,” said owner Jerry Stehman. Handgun sales are strong. Customers seem most interested in Kimber and Sig 1911s as well as Shields and Sig 238s and 938s.

AZ Sprague’s Sports, Yuma

Founded in 1966, this large Arizona independent is situated just 15 minutes from the Mexican border. It

specializes in law enforcement, military, and hunting gear. With dove season just starting to slow, all eyes at this store are on who will win the “Big Breast Dove Contest.” “We’ve held this contest for 27 years with a new promotional T-shirt every season. More than $2,000 in prizes are given away. Typically, the first and second place winners are often separated by a single gram,” said manager Chad Converse. The promotion continues to drive heavy sales of Benelli Montefeltro and Cordoba shotguns. Bolt-action rifle sales are good, especially Tikka T3s and Browning X-Bolts in .300 WSM and .270. Other strong sellers include Summit Carbon rifles from Christensen Arms with prices that approach $3,000. Handgun sales remain brisk; Glock 43s and Ruger LC9s post the best numbers.

Midwest

Little Joe’s KS Pawn & Gun East, Kansas City

Keeping about 200 guns in stock, this family-run pawn and gun shop specializes in used rifles and handguns. Glocks and Smith Shields are on top of the new gun list, while used Smith K- and J-Frame revolvers have seen very high demand. “I have no idea where this used gun run has come from, but we can’t keep a used Smith in stock. They have produced a huge profit margin this year,” said manager Sean Boyd. Traditional hunting rifles are keeping the register warm as well. With deer season ahead, customers have migrated to Remington 700 BDLs in .270 and Mossberg Patriots in .308. Shotgun sales are holding steady. The Mossberg 500 and Remington 870 Express top the leader board.

44 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

Midwest Gun IN Exchange, Mishawaka

With 8,500 square feet of display space and more than 8,000 guns in inventory, this Great Lake’s shop maintains home defense and hunting inventories. SCCY Industries’ CPX-1 and CPX-2 models came on strong during the summer. At the same time, Glock 43s also sold well. “Personal carry is still in the lead when it comes to handguns. We feel demand for light and highcapacity handguns will continue to strengthen through 2016,” said general manager Brad Rupert. Demand also is on the rise for Remington’s 870 Deer Express and Mossberg 500s. The store expects to move a good number of Benelli Vincis during waterfowl season. Sales of MSRs are still strong, averaging around one per day.

Curiously, low- and high-end price points are getting the most traffic; sales of mid-range MSRs are flat.

R H Kay MN Firearms, St. Paul

With a primary focus on home defense, this metro St. Paul retailer stocks an average of 300 firearms into a tightly inventoried 500-square-foot store. Glock 19s and Taurus Model 709s top the high-demand list at the handgun counter, along with several Sig P98s. “This year we found that handling transfers can really be worth our while. We often get a new customer and always send them home with an armload of accessories,” said owner Rick Kay. Remington 870 Express and Mossberg 500 Tactical shotguns have made strong turns, and the store sells one MSR per week.

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22 LR

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22 Charger ™ and 22 Charger ™ Takedown with Polymer Stock

Ruger SP101 ® in 327 Federal Magnum 327 FED MAG

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22 LR

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090115

W H AT ’ S S E L L I N G W H E R E

East

Blue Trail CT Range Gun Store, Wallingford

Founded in 1945, this family gun shop and range keeps 800 guns in stock. Preseason deer hunters are driving sales of lever actions from Marlin in .30/30 and .35 Remington. Remington 700s and 742s are also moving. However, owner Dave Lyman says he continues to struggle with ammo stocks, though he has seen some improvement with .22. The compact handguns category is the clear winner at the handgun counter. Top sellers include Smith J-Frames and Ruger LCRs. A few shotguns are also turning, primarily Mossberg 500s along with a few CZ over/unders. Gamo air rifles are seeing increased demand, and several new models from Anschutz have crossed the counter as well.

Curt’s Gun PA Shop, Mifflinville

Springhill WV Rod & Gun, Charleston

Keeping 250 guns in stock in a new and used mix, this north-central Pennsylvania store makes sure its customers are greeted by two black Labs. Taurus 738s and 11B2s are selling the best, but Smith Bodyguards and Shields also get serious attention. “Shotgun sales have gotten really tricky in the last few years. I barely make ten dollars a gun,” said owner Curtis Moorhead. Hunting rifles are moving, with Savage Axis in .243 pulling the best numbers. Other hot guns include used Marlin 336s in .30/30. Sales of MSRs remain flat, with one every two weeks. DPMS does best. As for ammo, Moorhead said, “Overall, stocks are adequate, but only because I spend almost every day sourcing inventory.”

Stocking an average of 400 guns, this general sporting goods retailer has seven employees. Coming off of heavy promotional summer sales from Springfield Armory, handguns continue to move briskly. For October, Smith has moved to the lead; Shields and J-Frame revolvers are turning fast. Deer season is ramping up demand at this store, though owner Dan Kessel notes he is selling an unusual combination of rifles. “With the coal industry in a terrible state, low-price-point and veryhigh-price-point rifles are attracting all the attention. Savage Axis and Mossberg Patriots are about deadeven at the low end, while Browning X-Bolts have staked the higher end, mostly in .243 and .308.”

they have been in two or three years. “Although it takes a little planning to keep .22 ammunition on the floor, our customers can actually shoot their .22s,” said manager Jason Smith. MSRs are turning at two a day. Guns over the $1,000 price point from Sig and Colt are seeing the most frequent turns. Ruger Americans in .243 are the most indemand bolt-action rifles for predeer season. Shotgun sales are brisk, and the store is posting strong numbers of Benelli Super Black Eagle II Classics and Extremes. Other fast movers include Winchester SXP pumps.

roughly 50-50 while still turning nearly 5,000 firearms a year. Coming off the biggest sale of the year, this retailer is set for serious winter volume. “In Louisiana, we open September with a tax-free weekend sale that allows us to move the highest number of handguns during the year,” said owner Bill Petrus. Handgun leaders include the Glock 43, the Smith Model 642, and Ruger LC9s and LCRs. MSRs are price-sensitive. Despite the long waiting period, silencers from Silencerco are gaining popularity with hunters. Sales of bolt-action rifles are picking up. Howa and Savage combo guns in .270 and 7mm-08 are doing the best. Shotguns are also faring well. Beretta A400s, Benelli Super Black Eagles IIs, and Stoeger 3500s lead the pack.

South

Mitchell’s AR Country Store, Fort Smith

This small, rural general store sells groceries and sporting goods, and keeps an average of 60 guns in stock. Handgun sales remain consistent. Although Glock 19s and Smith Bodyguards post the best numbers, Ruger LC9s are close behind. Sporting long-gun sales are starting out slow this season, said owner Roy Mitchell. A few Henry .22s and Remington 700 BDLs in .270 have crossed the counter.

Final Fight TN Outfitters, Union

Located just 20 miles from Reelfoot Lake, this shop, which specializes in waterfowl gear and home defense products, keeps close to 1,000 guns in stock. Ammo supplies at this store are the best

46 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

Outdoors, LA TP Monroe

With two locations, this hardware/sporting goods retailer splits its inventory

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NEW PRODUCTS (Continued from page 50)

Comes in a case, for easy storage in the vehicle, but is small enough to stow in a backpack. SRP: $169.95. (626-810-7770; thepowerall.com)

SAXX Patented SAXX boxer briefs use mesh panels and flat-lock seams to reduce friction that can lead to chafing.

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have managed to turn long-anticipated hunts into slogs of misery. SAXX’s patented boxer briefs were created (after the company’s founder endured a long, uncomfortable Alaska fishing trip) with premium fabrics and progressive designs to provide a comfortable fit. The revolutionary innovation? Patented mesh panels that help create what SAXX terms a “comfort pouch” to keep everything in place, preventing unwanted friction and movement that so often lead to chafing. Flatlock seams, moisture-wicking waistbands, and stretch fabrics also improve overall comfort. SAXX makes a broad line, including the Quest ($29.95), the Kinetic ($36.95), and the Vibe ($31.95). All can be hand-washed in camp and will dry quickly. (saxxunderwear.com)

Ulticlip ➤ Holster

retention is a vital concern for anyone carrying a concealed firearm. If a holster fails to stay put when the gun is drawn, you’ve got a real problem. But the patent-pending Ulticlip has been designed to provide 10 times the retention power of ordinary holster clips, and the dualmounting bracket replaces screw-on and retention-type holster clips. Furthermore, its minimum-profile maximum-concealment design allows it to configure with a wide variety of holster types. SRP: $9.99.

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Nobody shoots a naked gun. A gunstock makes up 50% of the gun – it’s critical to a gun’s performance. Boyds durable hardwood gunstocks are ergonomically designed to fit a shooter’s body properly. They provide greater control, reduced recoil and a natural line of sight for greater accuracy. To see all the available stocks and custom options and learn more about the Boyds dealer program, visit boydsgunstocks.com/sb1r.

NEW PRODUCTS

PHOTO BY JUSTIN APPENZELLER

Powerall

As portable chargers gain in popularity, we’re going to see a power war as manufacturers ramp up charging abilities and features. Powerall’s newest entry is the Element, a sturdy, water-resistant, shockproof lithium-ion charger that can handle two devices—smartphones, tablets, cameras, camcorders, GPS unit—at the same time. It can also jump-start a dead vehicle battery, a nice feature for hunters who leave a truck parked at the trailhead for a week. A built-in LED flashlight can, in the SOS mode, flash up to 120 hours on a full charge. The life span is 1,000 charges. (Continued on page 48)

50 ❚ SHOT BUSINESS ❚ OCTOBER/NOVEMBER 2015

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