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Aimed at helping retailers empower, educate and engage female customers, Shooting Industry’s second annual “Woman’s Issue” delivers several ways to welcome women to the shooting sports and firearms ownership — and in turn, expand sales to this dynamic consumer. The May issue’s nine features — all written by women — cover a wide range of topics dealers will find especially useful in these uncertain times.
Champion shooter and advocate for the shootings sports Julie Golob discusses the merits of “Women & The Competitive Connection.” She asserts, “Female competitors have become some of the biggest champions and ambassadors for shooting as a sport. Connecting with women active in the firearms community could create winning relationships and a way to bring a more feminine perspective to your store.”
For some women, entering a gun shop can create stress unlike any other shopping experience. As the retailer, avoiding assumptions is crucial — not all women are beginners, are afraid of recoil and want the smallest gun in the case. In “Welcoming Women At The Counter,” Mia Anstine relays how a friendly team and customer service combine to enhance the customer’s visit. In some cases, it’s as simple as “How can I help you?”
Broaching a delicate yet powerful topic, Kerry Slone addresses an often-underserved customer — the domestic violence survivor. Women in mentally and physically abusive relationships represent a growing number of those who seek the safety and reassurance self-defense training and tools provide, and Kerry suggests ways for dealers to guide and support these potential customers in “Taking Control.”
Deb Ferns returns to the mentorship topic she presented in last year’s Woman’s Issue; this time she asks, “Are You Part Of The Solution?” When women mentor other women about firearms, it’s a valuable way of providing open forums for talking calmly and rationally about this subject.
Get your wheels turning with “6 Out-Of-The-Box Alternatives” to the traditional ladies’ night from Ashely McGee. Creating classes, programs and events around female interests will help businesses stand out from competitors and make a lasting impression.
Additional highlights of this feature-packed issue include how the DC Project is promoting “Education Not Legislation” from delegate Laura Evans. Shari LeGate advises how it’s best to “Keep It Real” by building trust through authentic connections, and Carolee Anita Boyles introduces some of the industry’s newest and most ambitious female entrepreneurs. Southwick Associates’ Nancy Bacon analyzes data to help understand the segments of future female firearms owners. In the Everyday Marketing column, female leaders at the forefront of the industry settle in for a Q&A about how the roles women play, and how their peers are succeeding, in the business. The Well Armed Woman’s Carrie Lightfoot reveals some surprising insights from her organization’s 2019 survey in the Arms & The Woman column.
With COVID-19’s widespread impact hitting its stride during the production of this issue, the Shooting Industry team modified some of the issue’s coverage: Massad Ayoob’s Personal Defense Market examines how dealers can cope with the surge of customers, while Editor Jade Moldae’s Industry Link column encourages dealers to make inroads with first-time gun buyers.
The May issue of Shooting Industry can be accessed in its entirety online at www.shootingindustry.com/digital-version. Have a comment after reading the issue? Send the SI team an email at comments@shootingindustry.com.
JADE MOLDAE