Promoting Your Business

A business that doesn’t attract new customers cannot grow and eventually will fail. There are many ways to promote a business. Advertisements, word of mouth, and the Internet are just a few. Let’s discuss some options. Small Seminars The first is to host small seminars. Ever attend a how-to class on home improvement at a big box store, such as on how to lay tile or install molding using a miter saw? A person can learn a lot by looking it up online but it’s not the same as hands-on instruction received at a seminar.

Many times factory representatives are on hand to answer technical questions. I’ve been to a few and they’re usually well attended. Most of the people there buy some supplies or tools. These big corporations know what they are doing. Ten people might attend one of these programs and perhaps half will buy something. Each one of those people will pass along the experience to their friends. Word Of Mouth I am a big believer in word of mouth as the best (or the worst) advertisement there is.

You’ll likely trust your best buddy much more than a little ad in the back of the paper. It has been estimated that one letter of complaint indicates at least ten other customers were dissatisfied but didn’t bother to write, but each one of them told someone else about their problem. That’s why they take each complaint seriously. Try your best not to have the word of mouth about your shop be a bad one. I was in a local business where the owner rarely greets me even though he knows I am a regular customer.

He rarely thanks me when I pay. He’s a real jerk. A man up the street owns a similar business, purchased when it went into decline from the previous owner who was never there and left operations to a surly staff. Those staff are now gone and the new owner is thriving. He and his staff always have a cheerful greeting for me. They make me feel like a valued customer. The nice man up the street regularly has a few little seminars on his products. People attend and buy. The other guy could care less.

He mostly sits behind the counter and watches the ball game on TV. Guess which store I shop in the most? I don’t even care if he charges a little more for some items. It’s worth it not to have to put up with a guy who’s just there to get my money. Stores can invite industry representatives to give demonstrations of their products to the public.

Lots of shooters would welcome the opportunity to learn about new ammunition or new cartridges, or attend a show and tell regarding the latest version of a progressive reloading machine, or holster manufacturers, or rifle and handgun stock suppliers, or whatever gadget and gizmo might be the latest rage among buying customers. Just like some of those fishing lures might catch more fishermen than fish, it seems that we as outdoor types just love our toys.

The downside is if the product is a real stinker some of the collateral damage may stick to you. This usually isn’t a problem because most of us know the shop and the rep are not the same. I’d be happy if some of the stores filled up the slow winter months instead of staying in their holes longer than Punxsutawney Phil. Deer season over and nothing to do until trout season? Use that cabin fever to your advantage. Show Venues There are some shows around the slow times of the year.

Beyond the SHOT Show, in my area the "really big shoe," as Mr. Sullivan used to say, is the Grand American Outdoors Show at Harrisburg, PA. For nine days during the first part of February, thousands of people attend. Outfitters flock to this show. You can book an elk hunt in Colorado or a leopard safari in Namibia. All you need are deep pockets. Gun manufacturers and other outdoor products vendors are in full force. Almost every imaginable new fishing lure is on display.

If you want to try anew buck call (I suggest leaving the buck lures unopened) and buy it on the spot this is the place for you. Need a tree stand? The factory rep probably has a display set up where you can determine if it climbs as well as advertised. The only drawback to advertising your services at a convention like this is the cost of the booth and your time and expense of staying out of town. For the big industry guys this is no problem, with their booths "manned" by pretty girls in skimpy clothing.

This always draws a crowd, but I’m not sure it’s a good idea, at least when the biggest growing demographic in our sport is women. The smaller venues may be more suitable to some of us and there are many of them out there. Even smaller still, imagine the floor space of your shop taken up by a factory rep and some interested customers. Can

you do it? That depends on you and the size of your shop, but I think it’s helpful to bring in customers who may have never heard of you before, giving you a chance to display your work. This is the most intimate setting since it is almost like inviting friends to your home. One of my friends has a few rifles and handguns he’s built taking space in his glass cases and racks. They are for sale, of course, but are really representative of his work.

One thing can lead to another. "I like the way you did this, but can you…?" Putting a nice gun in a respective customer’s hands is always a good idea. Being apart of a gun show can also be worthwhile if it is reasonably close. I can’t see much reason to travel 500 miles to advertise unless your clientele are willing to ship guns to work on. I like local venues and there are a few gun shows where I live that can be counted on to bring in customers.

Renting a table to display examples of your wares and giving out business cards and brochures describing your work and prices, just being nice, saying hello, and glad handing can make you some money in the long run. These shows are within driving distance, avoiding big travel expenses. While you can also sell guns and other related items at these shows, I’m not convinced that this activity should be included at your gunsmith’s space. Rent another table and staff it for the retail benefits.

You mind the gunsmith’s table and focus on that part of your business. These tables are usually pretty cheap considering all the potential customers you are able to reach. Don’t waste time haggling over the price of a used rifle and let the guy who wants you to build an expensive custom hanging. Shooting Competitions Don’t overlook local shooting competitions. Many of these shoots are held on a Sunday when you can turn Don’t overlook local shooting competitions.

Just attending a shoot at a local club can be time well spent. I’ve seen guys with tricked-out firearms made up by a local smith specifically for local competitions that go for over $3,000. Some people are just such fierce competitors that price is no object. your free day into a money maker. Just attending a shoot at a local club can be time well spent. I’ve seen guys with tricked-out firearms made up by a local smith specifically for local competitions that go for over $3,000.

Some people are just such fierce competitors that price is no object. In my younger days I competed several times a month in handgun silhouette matches, shooting big-bore handguns at steel targets out to 200 meters. At that range a 50 pound ram is the target. All targets must be knocked over or hits don’t count; that’s the reason for powerful handguns. When I went to matches some of the guys showed me handguns worth thousands of dollars that this or that shop had built just to give them a competitive edge.

This is no small change. The shooters who are into competition definitely should grab your attention. Also consider all the accessories to go with it that can be offered by you. Don’t forget ammunition. Most of these shooters use target ammo and have special hand loading preferences that aren’t going to be offered at that big box store and they shoot many more rounds in practice that in actual competition. I remember one event I attended at a nice range in Pennsylvania back in the early eighties.

I had traveled a ways to get there and couldn’t claim it as home turf. I was shooting a then-new Remington XP-100 chambered in the 7mm BR wildcat formed from "bench rest" small primer .308 Winchester cases and expensive dies (this cartridge is commercially available now.) Apparently my gun was a rarity as I gathered a lot of attention. Before I knew it was surrounded by other shooters wanting to know about my success, or lack of it, with this new round.

One thing about real competitors is they are always willing to share information and help new shooters. There was one guy who stayed at the fringe of the crowd but seemed keenly interested in what I had to say. It turns out he was a local ‘smith who’s specialty was turning out high-dollar silhouette pistols. He didn’t say a word to me. I guess he heard enough as I was answering questions for the crowd and was going to school on me. I bet he put together some 7BRs after that shoot.

No need to be the big shot when you attend a match or anything else. Open your ears and leave your ego behind. You will learn from your customers if you give them a chance. Local sportsmen’s clubs offer an inexpensive and effective way to reach potential customers. Chances are several of them are close to you. Attend their shoots, advertise there and drum up some business.

Just like using your shop to invite factory reps, the local club is a good place to advertise that fact by passing out a few brochures or some freebies from the rep who’s going to visit. If the club has a shoot that you’re interested in and fashion firearms or products for by, become a competitor yourself. The people who take these things seriously are willing to pay for it can spot a poser right away. Be willing to learn and especially be willing to learn what your customers want.

Another experience with my XP- 100. I mounted a Lyman 66 receiver sight and a target front post and globe for matches. The receiver was already drilled and tapped and this setup seemed to give a better sight picture than regular iron sights. You might have thought I was a circus freak masquerading as a shooter. I shot revolver and production class as well but this gun was an anomaly even in Unlimited. Competitors don’t change equipment on a whim and have definite ideas about what works.

First learn and offer what is proven in that discipline before you try to turn things on their head. I went on to win my class at a serious state championship competition with that receiver-sighted gun where no other competitor from out of state even placed. When I called the director of the meet about shipping my trophy he pooh-poohed the notion that anyone out of state had won anything.

Then he perused the standings list and said, "Oh, wait a minute, yes, you did!" A small victory, even if I never did see anyone using peep sights at another match. Presentations Local clubs are ripe for a short presentation about what you offer. All of them have monthly meetings. A lot of these meetings last about fifteen minutes because there really isn’t a lot of new business to discuss.

The club officers usually are glad to have you and will advertise your visit for free in their newsletter and on their web site. A few suggestions for topics. Gun screwdrivers area good place to start. Even today some shooters are using Stanley household tools on their guns and wondering why they are "screwing" things up. Pointing out the differences of a set of hollow-ground drivers and the ones bought at the supermarket is easy. Buying the tools from you or direct from the manufacturer makes no difference.

You will be the guy that has brought it to their attention. Also, the self-contained little kits from Chapman, Forster, and Grace are compact and easily taken to the range. Displaying different options and letting the guys handle what you bring can generate some interest. Bring some damaged screws along to illustrate talking points. Putting a scope on a rifle is another topic that can be counted on to initiate some controversy, which is a good way to not bore an audience.

Scope mounting is not difficult if done right way. Show and tell with some of your gunsmith tools like torque wrenches to make sure all screws are tightened with the same amount of force. Scope alignment bars might also be a novelty to many spectators. Scope ring lapping is something few will have any knowledge about. Never forget that all of these shooters have their own ingrained ideas. Grandpap taught him how to mount a scope and that’s that.

You offer this service, of course, along with bore sighting, just don’t let the customer out of your shop thinking he doesn’t have to sight the rifle or handgun in himself to make it work properly. As for sighting-in, some shooters have difficulty with this basic skill. Spend a little time at the range during sight-in day before deer season and it will give you an appreciation of frustration and ignorance. A few tools like optical or laser bore sighters are crowd pleasers.

Don’t forget that you have your way of doing this job and they may have theirs. Have the steps you go through for this process in notes and firmly in mind. Be willing to evaluate other methods. You’ll probably provoke a lively discussion, which is a good thing as far as I’m concerned. Gun cleaning is also another area where everybody has their own way of doing things. When presenting this subject new products are useful if you believe they actually are worthwhile.

You have your way of doing things that have always worked for you. By all means present this process, but be prepared for at least one person in your audience to tell you that they are using something you may have never heard of. Admit your lack familiarity with it and keep an open mind pledging to try it. Trying to bully your listeners into doing things your way is a recipe for disaster. Don’t forget to mention that you offer complete take down, cleaning, and proper lubrication of most firearms.

There are many other topics that could be presented, almost endless. Just be sure to be grounded in your knowledge and be willing to listen as well as talk. Have a supply of your business cards and brochures on hand for those that are interested. This advertising is free except for your time. If I’m home eating potato chips in front of the TV instead of out promoting my business, my time is worth zero. Female Shooters Women can be your best customers if you treat them well.

Females are one of the fastest growing demographics in our industry. Anyone who ignores this fact will be missing a profitable relationship. I maintained earlier that "babes in bikinis" may not be the best mindset for business owners looking to advertise. It is not that I am against this concept (far from it) but I think it is better left to other venues than sports shops.

If a woman comes into your place of business ready and willing to buy their first gun (or their tenth) are you going to make them feel uncomfortable and lose the sale? Do you have any female employees? She might help your female customers feel right at home and repeat business is almost assured. This is not to say that your male customers will shy away, especially if the sales woman knows her stuff.

I have some dealers in my area that I wouldn’t do business with for any reason, because I have observed that the dollar comes first with them

the customer be damned. I’ve dealt with another few for many decades. I can call them and order a gun over the telephone, they know I’m good for it, and I know they will treat me fairly. Trust is always built over repeated encounters and means more than just dollars and cents. Do your help-wanted ads state firmly that gender is not an issue? Many women are knowledgeable and competent when it comes to firearms and hunting but may be hesitant to apply. Let them surprise you.

Not too long ago I bought a S&W pistol for home protection. It sported a pair of black rubber grips. I went to pick it up after the obligatory background check and the grips had been changed to bright pink color. It was actually supplied from the factory with both grips. All the guys in the shop thought it was real funny to play this trick on me. I laughed along at myself, being able to do that and not take offense. When I took the gun home to show my wife the first words out of her mouth were, "Oh that looks nice.

I’d like to shoot that." She has done her share of shooting when she and I were much younger but not so much lately. After I took this little gun to the range and found out how it pounded my hand I wouldn’t let her shoot it because I am afraid it would sour her on guns. I won’t shoot it very much myself except for the practice necessary to be able to proficiently use any gun kept for self defense.

While those pink grips enticed her, anew shooter might not understand that a little gun with self-defense loads equals "ouch." She might have made a purchase on her own she would later regret. Of course some women can handle the same guns any man can, and I admit with my carpal tunnel syndrome in both hands and arthritis to boot I can’t take the recoil I used to. A good salesman should try to determine some of these factors before recommending a gun to any buyer.

There are plenty of inexperienced men coming into the gun stores looking to purchase that first firearm. The only difference is that they already know everything without firing a shot, or imply they do. In my experience a woman will take your advice more readily. In my wife’s case, something easier for her to handle with a pink grip or finish if that’s what she really wants would fit the bill. Even AR-type rifles can be had with different color stocks if that’s what floats your boat.

A good salesman who has actually fired one of these hand bruisers can make a lot of difference in your store. If you have a range at your place of business let your customers try the guns they think they want. It can lead to a better buy for the customer and a life-long patron. In case you haven’t found out already, some women can shoot rings around us men. If you ever attend the famous Gunsite Academy you may encounter Il Ling New.

Believe me, if I’m ever in a gunfight I hope a shooter with her ability is on my side. Jerry Miculek’s wife and daughter live on a gun range. They could show us all a thing or two about how to shoot. Of course, these ladies are in high demand. Do you know of any women in your area that would fit this description? My club holds a regular Ladies Day at our range. The demand is high for quality instruction.

If some of your female employees would help with these shoots (and also take along some business cards and brochures) it will come back to you, I promise. Don’t expect your employees to work for free. It pays to advertise. Find What Works Now there’s one thing you must ask yourself: Do I feel lucky? No, no not that—you must ask yourself if this type of promotion is right for you. Are you a people person or are you more comfortable alone with your tools in the back of your shop?

There’s nothing wrong with that, we are all different. One thing for sure, you can’t get any work done if you sit at the counter and gab all day with your friends. In one of my articles I suggested not to have any chairs or anyplace for anyone to sit outside your sales counter. They will attract people who just want to BS and hold you up faster than horse pucky attracts flies.

Most of us are fine talking with a group of friends over a good cup of coffee, but how about a bunch of mostly strangers who expect you to put on a show? If you go to a club meeting, remember that most of these guys have jobs, have taken the time out to support their club, and want to catch up with friends. They aren’t interested in one of us trying to sell something. Nothing loses my interest faster than someone jerking my chain while trying to pick my pocket. Don’t be one of those.

Do a good job with your presentation and good things will happen for your business. I belong to a club that requires everybody to periodically review the range rules before they are allowed to shoot. This is mostly because we may have had an influx of new members or changes to the rules. The officer in charge of this presents (reads) a Power Point slide show that says exactly the same thing as the manual supplied to all of us. Not just the changes but the whole manual.

Two to three hours of this sonorous torture and we’re all ready to fly out of there. This is not a good time to show up with a bag full of cleaning supplies and business cards. I suggest trying to determine the club’s meeting agenda and waiting for a slow night. A lot of my club’s meetings rarely last for more than a half hour because there is no new business to report and most of us are there just to say hello.

We would welcome anyone who could come in with an interesting diversion and be appreciative that this business person remembered our club and thought enough of us to

show up. As always, try to get your visit mentioned in the club newsletter and by word of mouth so you will actually have an audience. And don’t forget my range officer friend. Leave the Power Point behind. Public Speaking This brings me back to the unfortunate reality that if even the thought of public speaking chokes you up you could be doing more harm to yourself than good.

In one of my earlier reincarnations the company I worked for decided that I would give a presentation every month or so to the mandatory morning meeting of the employees. I was terrified. Although it would not be the first time I spoke in public I had hoped that the last time was the last. I really did OK before but ever since I was a very young man I had trouble with this.

I will spare you the description of the scared little boy in the sixth grade who had to sing his solo rendition of Maryland, My Maryland to a couple hundred other kids staring up at me on the stage in that longago auditorium. Or that dinner at the Lions Club where I was the recipient of a much needed scholarship and was required to share a few of my befuddled, freshman-in-college pearls to those distinguished businessmen. Hey, do I hear someone in the back laughing?

When this mandatory talk came due I decided to give them what they wanted. Some of my colleagues had stood up and spoke in a shaky voice for five minutes and sat back down as soon as possible when they took their turn at the podium. When my monthly presentation came due I was as prepared as the president giving the State of the Union. I had copious, organized notes with several jokes at my manager’s expense. He took it good naturedly. What else could he do when everyone was watching?

I spoke non-stop for twenty minutes or so and could have taken longer. I was friends or on friendly terms with most of the Anyone without a clinical phobia about speaking in public can do a good job. The most important thing is to be prepared. Give your speech in front of a mirror and have notes in front of you, even if you are you are intimately conversant with your subject and don’t need them. audience even though there were at least fifty co-workers present. That made it a little easier.

I tried to project that I was actually talking to them not just staring off into space. I had my choice of topics within the limits of my expertise, as we all would if we pursue this way of promotion. I tried to choose a subject that was current and with the most appeal to the most of my audience while still respecting the boundaries of my field. There was no laughter. Everyone was interested and listening. I was even rewarded with some applause.

Almost anyone who doesn’t have a clinical phobia about speaking in public can actually do a good job. I think the most important thing is to be prepared. I gave my speech in front of a mirror before I ever faced alive audience. I had notes in front of me. For the initial part of your presentation I think that’s a good idea. If you are intimately conversant with your subject, do your own thing but be prepared to be confronted on every turn by Doubting Thomas having a better way of doing things than you do.

Some of the most famous speakers in history have used notes. Adolph Hitler mesmerized vast crowds with his rhetoric. Watch some of the old newsreels to see how he usually had notes before him on the podium. Although his message was abhorrent, somehow he got millions of people to follow him who might otherwise have dismissed his ideas out of hand if not for his fiery oratory. Two men I admire greatly are the Reverend Billy Graham and Ronald Reagan. It is no secret that Rev. Graham is a great speaker.

It is also no secret that he often consulted his notes during his crusades. He used to be on television a lot more than today because of his age but every once in awhile an old program is rerun. Although I think he could give a powerful sermon off the cuff, he clearly had notes before him that he consulted frequently. President Reagan was an accomplished actor who could memorize long scripts and memorable speeches. Not many of us could match his presence on TV. There are many blowhards trying but not even close.

President Obama is supposedly another great speaker. Personally, I think I can read a teleprompter as well as he can. Unfortunately, I don’t think I’ll ever be President. So what if you are challenged on your presentation? I would hope not to be booed and kicked out the door, but if you area know-it-all that can’t respect different points of view I suggest bringing good ol’ Power Point (God forbid.) Go into it by expecting to learn something new. Let’s take for example cleaning supplies.

Suppose someone in the audience has been using a formula you’re not aware of and swears it’s the best. Then somebody else gets up and says that crap is no good and to use something else instead. Then somebody else claims they make their own and it works as well as the commercial brands. OK, flesh it out and you’ll probably have an interesting discussion if nothing

else. Promise to try these products yourself and congratulate the speakers for sharing. Just don’t get cornered into dismissing the products that you know work well. What are you there for? I like to include a product that everyone has had some experience, such as Hoppe’s No. Nine and their Bench Rest copper cleaner. They are familiar and available. There may be some products that are better these will get the job done. You may score points. You may be taken for a clown.

Now’s the time to break out the more exotic and newer products to prove your bonafides. It’s a process and completely up to you. If you are telling the truth as you see it nothing more can be asked of you. It’s possible to lose potential customers by giving presentations. There are always some guys in the back who won’t be impressed but you may gain more new customers no matter what the nay sayers think. Chances are that these guys are already well known by the other members for always being negative.

You will always have people in your audience who won’t say a peep at the meeting but will show up on your doorstep someday with a profitable job for you. Me, I like this kind of format. If somebody tries to one-up, let them go until you can’t and they will show themselves for what they are. They’re probably already well known for being windbags. Don’t get into a fight if you can help it. What do you gain by arguing with a fool? You can take the higher ground and be thought of as a gentleman.

The local, small formats are just the ticket for most of us, but gun shows have some of the same things to consider as the smaller venues. In the course of the show perhaps a thousand people or more will pass by your display. Most will politely check you out even if they just walk on. Maybe they will return. You should be able to get a few new customers from a pool of thousands.

I have never seen a case where One thing for sure, a little out-of-the-way shop that no one has ever heard of is not going to generate the same business as the one that is actively promoted. a show-goer got into a big argument with a displayer, although I’m sure it has happened, people being what they are. Haggling over prices can be stressful to some but that is what a gun show is all about.

It’s easy to be nice at these shows, since almost everyone you will meet has the same attitude that we do about the Second Amendment and guns in general. Sometimes I feel more at home around these types of people than anywhere else. Bring up the subject of guns at your local mall and you’ll probably end up having people shouting at you.

When I attend a gun show with thousands of firearms on display and many vendors all safe and everybody respectful and polite it gives me confidence that America still has a chance to be what we want it to be. There’s nothing wrong with displaying an American flag at your booth. A lot of people in this country seem to be offended by that, but not at a gun show. So we are with our own kind, so to speak. Now is the time to blab. This is not the same as a couple of old timers sitting in your shop wasting your time.

Talking to new and old customers is what you are here for. Go ahead and enjoy yourself. What if someone asks you about a job that you really don’t offer from your shop? There are jobs I don’t have any expertise in and I’m not afraid to admit it. Do you know anybody that can do good work in that area? Go ahead and recommend that gunsmith. This will reassure a potential customer that you are not just about money but trying to get the best for that person.

Maybe you’ll never see this guy again but I guarantee he will not forget you. If he tells the other gunsmith you recommended him he may do the same for you. I want to touch on other avenues of advertising your business. I once went to a writing seminar where a very experience moderator told us that all the first-time writers that get their book published want to have a full-page article written up for their local paper extolling the virtues of their work.

A lot of this is just author vanity but they also expect to increase sales. Then she explained some hard facts. Say your local paper has a subscription of twenty thousand readers. Consider that perhaps only a small portion, say percent, regularly read new books. Consider out of that two thousand perhaps ten percent of them actually care about what you’ve written. Then consider that maybe fifty percent of those readers skipped over your ad between coffee and the commute to work.

Many of these people may not have actually read the paper that day. You are not reaching a lot of potential book buyers with this kind of advertising. Every year the week before deer season our local paper has a list of meat processors and gunshops and other local vendors who have a little block ad on the same page. Well, see above. Considering the price of these ads they may be cost effective but I’m not sure of that. I have a friend who advertises there every year.

I bet he doesn’t know if he’s gotten more customers by buying that ad or not. But, that and the Yellow Pages is all the advertising he does. All this is strictly up to you as everything in this article is suggestion only. My goal was to supply some ideas you may want to act upon. One thing for sure, a little out-of the-way shop that no one has ever heard of is not going to generate the same business as the one that is actively promoted. AG