Content area
Full Text
It is no secret that the economy is suffering its share of ups and downs. Retailers know that the effects of a queasy market are soon detectable at the sales counter. However, in lamenting the situation, it is easy to forget that a soft economy can actually generate sales - if you know what areas of your operation to promote and how best to go about it.
These are the times when your gunsmithing operation should be promoted to its maximum potential. The same customer who can not justify the outlay for a shiny new Weatherby or Remington is a perfect candidate for your gunsmithing services. Your job is to help him to become as excited about sprucing up his current hunting rifle as he would be about purchasing a new one. How do you do that? Here are five proven techniques to build your gunsmithing profits.
Seasonal Specials
Just as you do on the sales floor, offer seasonal gunsmithing specials targeted at your customers' various interests. Most of these are obvious, and you are probably already following this approach. It is easy, however, to procrastinate and fail to promote specials to their fullest.
Most of the time, gunsmithing specials are driven by various hunting seasons. For waterfowl and upland bird seasons, the most logical gunsmithing services to promote are mounting recoil pads, repairing damaged bead sights, and a detailed strip and clean.
Many of your customers do very little maintenance on their shotguns. Due to the large number of rounds typically fired through them, these guns are frequently in fairly scroungy condition. A "Get Your Bird Gun Ready For The Season" special, promoted at least six weeks prior to opening day, should help keep your repair shop humming.
Big-game season also offers opportunities for your gunsmithing business. You can expect to bore-sight a lot of scoped rifles. This presents an excellent opportunity to sell your customer a new scope. If the rifle he brings in is wearing a scope that is beat-up, has lost its turret covers, or has just out-lived its time, then offer a good deal on a new replacement. A smart retailer will carry a wide range of optics, from inexpensive imports to Leupolds, Swarovskis and Zeisses. The margin on...