Sometimes it’s difficult to see the forest for the trees.Phrases like that one, and others like “focus on the big picture” get thrown around a lot in business discussions.(The kind of business discussions that make you want to beat your head on the wall, granted...)Hackneyed though they might be, they get thrown around for a reason:if you want your business to be viable, grow and remain innovative (ensuring more viability and growth) you’d better be thinking of new ways to stand out in the marketplace.
A common issue that we see with companies, large and small, is the inability to occasionally pull back from the task at hand and take a fresh new look at what’s really going on — to ultimately envision new solutions to existing problems.
Or maybe it’s not even a real fire that needs to be put out — it could simply be that you are so involved in the day-to-day machinations of your retail business it becomes difficult, if not impossible, to recognize new opportunities objectively, much less creatively.The result?The same old approach, the same old results — in other words — stagnation.
That’s why it’s a smart idea to occasionally revamp your marketing approach, and implement some input from other professionals.You’re not in it alone!Nor are you limited to your immediate surroundings in determining new directions for your business.
Make the Most of Your Manufacturer Partners: So, you sell guns and other sporting goods.Great!Quality, life-enhancing products like these practically sell themselves, right?Not quite.You always want to reach new consumers, and make a real emotional connection with them.Savvy retailers know that making customers for life can pay huge dividends, but it requires strategy, effort and a commitment to follow up.
Why not tap into a resource that is right in front of you?The manufacturers with whom you work want to make sure that you have the tools and support you need to successfully represent and move their products.Stay connected with them beyond the exchange of SKUs — there might be opportunities for co-op advertising, sponsored hunts, their pro staffs holding in-store seminars and other high profile opportunities to both cement your existing relationships, while developing new ones.
Ricci Wright, manager of Shooter’s Choice in Wilmington, North Carolina, understands the importance of leveraging these types of valuable opportunities, along with his store’s well-deserved reputation for flawless customer service and attention to detail.Shooter’s Choice has successfully hosted Glock’s Sport Shooting events in the past, has been approached by groups like Harley Davidson, as well as local charitable organizations to host similar events.“The Glock events have been fun — we set aside a Saturday for a series of three 50-shot matches, and award prizes at the end of the run from Glock to the winners,” said Wright.
Wright and his team also believe strongly in giving back to the community and the country.“We’ve been collecting money to purchase Girl Scout cookies to send to troups in Iraq and Afghanistan, and we also offer significant discounts for members of the military,” says Wright, whose store is in an area flanked by Camp LeJeune and Fort Bragg.So far they’ve collected enough to send 30 cases, and counting.
Remember that communication is a two-way street.Retailers might also consider setting up an internal focus group, to share insight and experience from within the ranks of its customers with manufacturers.This kind of valuable input can further solidify your position as a partner with other companies and allow you to become a resource that manufacturers will look to when developing new products, POPs and other marketing initiatives. Don’t Allow Yourself to Be Geographically Undesirable:
“Location, location, location” might be another mantra that makes the temptation to misuse your own merchandise overwhelming, but again, consider how it applies in terms of your continued success.
Don’t be limited by the fact that your store is located in an area that only supports one kind of hunting.Do some research, and stay connected by networking in the industry to come up with additional opportunities to promote your business above and beyond the 50 square mile radius you may usually focus on.
There are plenty of outfitters all over the country that can provide a smorgasbord of hunting alternatives, and offer new places and new trophies that will improve both your connections with your customers, and also expand your sales opportunities.
Okee VonSeggern is the Vice President of S-N-S Outfitters in Casper, WY.While he and his team make an effort to connect with local retailers, and direct business their way when clients need more ammo, scopes, etc., he also had a good idea for partnering with store owners in other parts of the country.“The questions we hear most often from folks from other parts of the country pertain to the correct calibers needed for animals that are not local to them,” said VonSeggern.“I’ve had the pleasure of shooting or at least seeing just about every make and caliber rifle in camp, as I’m sure most other outfitters have, too.Why not have a link on your gun store’s website that allows a connection to outfitters in different parts of the country, so we could answer those questions directly?”
If not an “Ask the Outfitter” section, you could consider advertising on several outfitters’ websites, to keep your store top-of-mind for those planning to be in that part of the country to hunt.
Try these ways to literally and figuratively expand your horizons and see what dividends are paid as a result for your business!
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