Do's and don'ts of running a gunshop?

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albanian

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What are some of the most common mistakes you see at gunshops that if corrected, would make for a much better gunshopping experience? What are some of the things you would do if you owned a gunshop?

Do's
1. Be open when people want to shop. If this means staying open until 8:00pm or so on the weekday and weekends, so be it.

2. Be friendly and polite with the customers! I can't believe there are so many GS owners that won't follow this simple rule.

3. Wheel and deal. Buy, sell and trade. Many gunstores only want to sell but have little interest in buying or trading. I wouldn't let people walk out of my store without at least trying to make a deal. I can't tell you how many times I have gone into a GS and told the guy that I was looking to sell or trade my gun only to have them flat out refuse to consider any deals. Before price was even talked about, they shut down the deal. Bad move.

4. Sell at least one type of affordable ammo in the popular calibers. If my local shops sold 9mm, .223 and 7.62x39mm at decent prices instead of trying to take adavantage of the customer, they would sell a lot more. I am not talking about making a reasonable profit but some shops want to charge $6-7 for a 20rd box of cheap Wolf 7.62x39mm. I can get this stuff for less than $2.00 pre box mail order so even if they charged $3.00, I would buy from them. They wouldn't make a huge profit on each box but they would end up making a lot more since I would buy a lot more. They only time I will the rip off prices is if I am caught without any ammo and I need to test a gun or don't want to waste a trip.

5. Have LOTS of guns. I don't see the point of going into a gunstore that has less guns on display than I have at my house.:D They always remark "we can order anything you want". Guess what? So can I and I can get it for less.

6. Fire anyone that makes outright racist or crude comments when there are customers around. I have heard some ugly things in some gunshops that make me avoid certain shops just because I didn't care for the racist and hatefull attitude of the jerk behind the counter. I am not overly sensitive so it has to get pretty bad to bother me and sometimes it does.

There are more but those are the big ones that have been bothering me. I am not trying to bash gunshops because I have seen life from that side of the counter and I know the public and the customers have more than their fair share or problems as well. Since you can't really fix the public, we have to try and fix the gunshops.
 
I'm always astonished by the shops that only have business hours of something like M-Th, 10am-4pm.

I guess they don't want to sell guns to anyone who works for a living? :scrutiny:

That, and there's also a lot that seem to be of the "inner city barbershop" model. It's not a place of business, it's a place where a bunch of retired guys (who are there every day) sit around and BS. The problem is that when you come in as a customer, you feel like you've wandered into someone's living room, and tend to wander right back out again. I do, at least.

That, and I'd also add that ridiculously marked up guns, though they might occasionally catch a sucker, are a complete turnoff to the educated buyer and tend to make them think the owner is a less-than-ethical shyster.

I'm not talking marked up a little...one local one I'd just gone in had a used Kahr CW9 marked "Kahr CWP9" (?) and an asking price of $497! It's $399 NIB LIST! A bunch of $200 $79-online Nagant pistols, too, and cosmoline-caked yugo SKSs with the SOG tag still on them for $229 as well.

Guess where I'm not going back into...
 
Good points. I'd also add a few:

1. If the customer asks for your opinion, or clearly needs some guidance, give it to them. Otherwise, keep it to yourself. Your personal opinion about tupperware (or wheel guns, or 1911's, or whatever) is irrelevant to the customer's eventual satisfaction with his purchase. You are there to sell guns. You are not there to convert the unwashed and ignorant masses to your personal opinion.

2. Making a little effort to look like a business professional is usually a good idea. Soap is your friend. So is that shaving razor. You don't need to be jazzed up like Che Guevara to run a gun store.

3. Social skills are good. If that's something you're just not equipped to utilize, at least try smiling.

4. Saying "Can I help you with something?" isn't bad, but you can do better. It kind of carries the implication that unless that person is handing you money, he's wasting your time. Instead, try starting a conversation. Weather, sports, whatever. You'd be amazed at how much this sort of thing increases a person's comfort level.

5. You know that guy that comes in the store all the time just to hang out? The one that will talk your ear off for an hour and then buy the cheapest box of ammo in the place? He's probably not a bad person. He just wants to talk about his hobby, but when there are other customers in the store? Don't let that guy completely monopolize your attention. Make it a habit to ask him to put a cork in it for a minute while you help other people. He won't mind, and he'll be back. You've already got him hooked.

6. If you don't want the customer farting with something that's right out there in the open? Put up a sign, damnit. Don't wait until the guy picks up that gun and then snap at him about it. If he ignores the sign, then point it out to him.

7. Haggling is something some people enjoy. It is not directed as an insult at you. It is not an implication that you're trying to rip people off. Some people just like to haggle. If the price is firm, just smile and say so.
 
Profit is a necessary goal of running a gunstore. Profit is not a four-letter word. You don't want to be the best damn gunstore that went out of business. Be reasonable, and try to make the sale. But when someone tells you they can get the item for cost just down the road, smile and thank them for offering their business to you, and wish them well. You can't win them all, and you can't be the lowest price on everything in the store. Make a reasonable profit margin, and you'll nail down repeat business. BTW, 10% does not pay the bills. On new guns, you need to make 15% to 20%, or you won't see five years. Ammunition, 30%. Accessories, 40%. It costs real money to operate a brick and mortar shop. If you have the merchandise in house, where people can kick the tires, they'll pay a little more for it, even knowing it's cheaper "on the internet." That's business.

Offering or dispensing information and advice costs you nothing but your time. If you're not engaged in a vital activity, give freely of your expertise. You may not make the sale today, but you'll make a friend, and that person will be back again to purchase another day. Don't make huge profit from a regular customer, treat them like the friends they are. But make a fair profit from ALL customers.

Look people in the eye, and ALWAYS speak the truth. In the gun business, your good word is all you can hope to retain. Without it, you're lost.
 
Offering or dispensing information and advice costs you nothing but your time.
Click to expand...
True, BUT, unless you're an expert on something, shut up. I had an otherwise spectacular gunshop employee tell me that a 1911 thumb safety was a drop in part. Gah...
 
Here is what I don't get about most gunstores, they don't seem to want to take in anybody's gun in trade or sale even at prices that they will benefit from. I don't get it because I buy at least 5 used guns for every new gun I buy. I look at the used handguns first and everything else later. I would have zero problem buying a slightly used Glock that still looks brand new for $100 less than a new one. Why then will they not even consider buying or trading for a used gun when I know they could make money on it?

If a customer walks in and wants to unload some guns and knows he is going to take a loss, let him. I have done this before and I was surprised at how hard it was to sell. I am talking about quality guns that are in demand not dregs. I am talking about letting the guy pretty much take me to the cleaners just to unload a gun I don't need or want anymore. Sometimes you are just sick of a certain gun and you want to try something else, I would think this is where a good gunstore could make most of the profit.

Buy guns from anyone that will sell them at a price you can make money on. What is the problem with that? It is almost like some shops don't want to take in too much inventory.

I see the shops that do well and I see the shops that somehow manage to eek their way though another year and the thing that separates them is turnover. The shop that turnsover the most guns, tends to make the most money and has the most customers. If I went to a shop and I worked a deal for a sale, purchase or a trade and I was happy with it, I will go back. If the guy just wants my money but won't take trades, that really limits the business I am able to do with him. I can pay cash anywhere. I can pay cash onlin, I don't a gunshop to be able to pay cash. I need a gunshop to be able to trade with most of all. That is where the business lies and that is what some shops are throwing out the window.
 
albanian, that's not so hard to understand. most new car dealerships put their used cars on a different lot. you don't want somebody's used POS lying next to the new $1000 gun. it's not good for selling either. people considering the used one will hesitate because they may want new features or less wear/scratches. people considering the new gun will hesitate because of the price of the used one.
 
Successful shops sell new guns so they can obtain used guns. The profit dollars are in used guns. Most people have some idea how much profit a shop makes on a new gun. Used guns are where the profit is at! Of course the trick is to trade into them shrewdly. Purchasing used guns outright will generally produce the most profit, since their purchase price is mostly in your hands. Make an offer, if the person selling their used gun isn't happy, wish them well, but since you're the one offering $$, you set the purchase price.

The shops I've managed offered a warranty on their used guns. A 90 day warranty on a used gun assures people they're not getting a lemon. It's essential to be able to smith and repair the guns being warranted, or to work out an arrangement with a qualified smith. The warranty will sell far more guns than any problems that may arise from the warranty.
 
1. Friday evenings and Saturday, sure. Not necessarily the rest of the week though. Gun shop owners and workies have lives too.
2. Yep. Applies for all retail or anything else where you work with the public.
3. Maybe. There's not much mark up on most new firearms and not all places can legally take trade ins. Some municipalities require a special 'pawn' licence to deal in used stuff. Then you run into the guy who thinks his rifle is worth more than it is and blames the retailer when he is told his Bangenclanger chambered in an obsolete, wildcat or difficult to find calibre isn't worth what he paid for it or what he thinks it's worth. In any case, retailers work on the wholesale price, not the MSRP. Plus, if a retailer can't easily sell a trade in, it costs him money. It really confuses most accountants and book keepers too.
4. Not all places can afford to buy (Yes, buy. Retailers have to pay for everything in their shop. Usually with 60 day terms, but not always. Some distributors want their money in 30 days. This applies to firearms too.) ammo, in sufficient quantities, to get a better price from their distributors. Places like Wal-Mart buy by the truck load, so they get prices and terms that a small shop can only dream about.
5. See 4.
6. Goes with 2.
 
When browsing through pistols, some shop owners/employees ask to see the customer's pistol permit first. Okay, no problem. I'm not sure if that's the law or if they just don't want to bother with looky-loos. Not a huge deal to me.

But sometimes they go ahead and start reading the back (where all my pistols and my father's and grandfather's pistols are listed, as well as serial numbers. Stupid NYS. :rolleyes: ) It is none of their business what, if any, guns I already own. :mad:

This falls under "Respect your customer."
 
Don'ts
1. So you won't do a perfectly legal transfer of a long rifle shipped from an out-of-state individual who's not an FFL?
2. So you won't just send out a copy of your FFL to initiate an out-of-state transfer for me until you receive a copy of the out-of-state dealer's FFL first? What if he says the same thing?
3. I bought this used gun from you the other day that has a functional problem and you'll only refund a percentage of the purchase price?
4. You won't sell those kinds of guns because they're too much like assault weapons?
5. You won't take this gun in on consignment for a percentage, I have to sell it to you outright for a pittance?
6. So you won't help me out with the paperwork to legally import a gun from another country because you ran into red tape problems before and you will never attempt to try it again?
7. So you opened up the box with my name on the shipping label that contained the gun to be transferred to me before I arrived to pick it up and it was already damaged?
8. So I still have to pay the transfer fee for the damaged gun that just arrived that needs to be sent back to the sender?
9. I need to wait how long to find out what the calibers of some those guns behind the counter are? How about using some large print on both sides of the tags?
10. So if my gun doesn't get sold while on consignment in your shop, I have to pay a $35 transfer fee to get my own gun back?
 
Arcticap, some of your concerns are valid. However,

6. The shops I managed did NOT import. Sorry if that upsets you, you're welcome to try elsewhere. It's not paperwork we engaged in.

7. Of course I opened the box. The firearm was sent to my shop, I need to log it into my books before I can transfer it to you.

8. Yes, you still pay the transfer fee. You contracted with my shop to enact the transaction. It takes me just as long to log said firearm into my books and log out again whether it's damaged or not. Your beef is with the seller.

10. Depends. We usually don't charge for you reclaiming your consignment PROVIDED you allowed 90 days for the opportunity to sell it. If you claim it within that time, a transaction fee is warranted. Of course that was stipulated in the consignment contract we exchanged at the time you consigned the gun with us.
 
same thing

The biggest problem in most gunshops is arrgance and condescension. And then trying to knock every customer's head off on the retail price and low ball, to the point of insulting, on a trade.

Treat people like you would want to be treated if YOU were on the other side of the counter.

The rest of you guys have all the right ideas.
 
Good points already made.

If I may.

-Ladies and kids are human beings.

Do cater to these folks, have ladies accessories or abilty to order, and have kids eyes, ears, spinner targets, reactive targets, and stuff to give free.

To much negative in schools , school reading lists, movies and all. You want to turn off a parent/ adult , especially a lady, talk down to a kid. A lady "might" let an insult go, not so if you insult a kid.

One Gunshop now closed, used to keep kid stuff, donated to kids events, even showed up to attend, flip burgers...

Always had something to give away to kids, be it pencils, rulers, bookmarks...etc.

Neat thing was a Gold fish bowl kids put names in once a month to get a prize, a cleaning kit, .22 ammo, $10 store credit...Ruark's Books...etc.

Oh the guy did fine by the kids, kids made sure parents, adults, friends adults went to "that gunstore".

"Mom after school we have to go by the gunshop, it is first of the month and I have to put my name in the bowl..." :p

Kids are our future...
 
Gee the general problem with the thread is that gun owners are cheap bastards. They want every thing yesterday, since we live in a McDonalds Drive Thru World. They want it cheap. They want to be able to fondle before they buy, and it would be better if they were able to shoot a brand new gun! Oh yeah they want to fondle guns they have no intention of buying!

What so many customers fail to admit to is that most do not know what they are talking about from the get go! And, the reverse can be said of gun shop sale people. That is a horse a piece! Then there are the guys behind the counter really take being freaking stupid to a new level. The best one so far was in a local Sportsmans Warehouse. Last summer I took a friend to SW. The guy comes from a state with out CCW. So, what does that counter guy start telling him. How a supposed crime was stopped by a whole lot of CCW holders and some off duty LEO. Well, if this had happenen in the MSP metro the Red Star and Tribune would have been all over that like stink on feces! For the love of God, that counter guy was so full of fecal matter it made him look so stupid! To top it off the guy said he carried 500 SW for a CCW!


Internet lore has really compelled a lot of dumb ass questions, some will say that there is no dumb ass question. WRONG! That is what ties up sales people in gunshops.

We are fortunate to have a couple really well stocked gunshops in the metro. One in the south metro has excellent stock of higher end guns, with prices to match. The counter help sucks and that combined with their price structure makes the place miserable! The other place is cramped in the southwest metro, but has a great inventory! Great prices! Great counter staff and owner!

The next part is people fail to realize that guns cost money to stock. The reloading section of one local gunshop has 350K in inventory at dealer prices! Think about that. That is the equivalent of rather large home! I can only imagine what the firearms inventory is worth at a whsle. level! Inventory costs money to carry. And, if the place deals only in firearms they need to make money to carry inventory! Put a roof over their heads. Think about this. They pay counter help $10 bucks a hr. Then factor in SS/Work Comp/Other Bennies/Training Time and host of other things like health insurance. That 10 an hour employee costs more like 20 dollars an hour!

So, when people bitch about things I say shut up and be thankful you have FFL holders. Right or wrong the owners of the shops are the ones that are in business!
 
If you want to be successful in business whether it's a gunshop or and ice cream shop there is one single guideline:

HONESTY

1) If you don't know, say you don't know but tell them you can look it up for them.

2) If you can't give them what they want for a trade-in explain why in honest terms (I can't get more than $$ for it and I have to make some sort of profit, or I don't really have a lot of customers for that type of gun, or I'm a little too heavy in inventory on used guns right now).

3) If it's your opinion, say so...and tell them why it's your opinion but that there are others that feel differently.

4) Be a consultant, not a sales person. A consultant solves the customers problem by guiding them to the solution that best fits their INDIVIDUAL needs. If you don't have the solution to their problem send them somewhere else that might.

5) Be honest with yourself. You can't be everything to everybody so find your particular niche and be the best at it.

6) Be honest ABOUT your customers. There are some customers you DON'T want. The customer is not ALWAYS right...and neither are you. Negotiating is about finding a "win-win" solution, not about getting over on someone. That applies to you AND the customer.

7) Set their expectations appropriately. Don't paint a blue sky when you know there may be problems. Tell them everything that can go wrong up front. The bottom line is:

QUALITY = PERCEPTION - EXPECTATION

If you don't tell them their warranty is between them and the factory, the customer has every right to assume the warranty is through you, and they will be rightfully very upset when you tell him you will have to charge them for the transfer of the gun to the factory. You can control expectations...you can't control perceptions.
 
Make sure the gun shop does not have what I refer to as a BS table. A BS table is where all of the gun store commandos sit and talk trash about whatever firearm you are looking at, and then say things like, "Why do you want that piece of crap?". It is also the place they are sitting when you invite them to the range to shoot that piece of crap, and then all of a sudden they make an excuse or ten about why they can't go :). If they knew everything about guns, they would be at the range instead of sitting at the gun shop BS table drinking coffee and eating donuts everyday all day.

Just my .02,
LeonCarr
 
Big time turn off...talking politics......of the left and advocating it. There is a gun shop in Centerville Ohio run by a commie lib pinhead.:banghead: He boasts that he sends money to Sarah Brady and Democrats because their talk of more gun control is good for his business. :fire: He loves the Clintons..:barf: ..I was in only twice because the second time I took a friend who could not believe that someone actually did that.:scrutiny: I have not been in the shop in 5 years+ but he is still there. If anyone doubts it drop by the shop on State Route 48 and strike up a conversation on the subject...see where it takes you. Make sure you spend no money with him...he needs to go broke.:cuss:
 
How about this one:

If somebody makes an etiquette violation, explain it to them firmly, but gently. Don't jump down their throat about it.
 
good topic

I have two really great gunshops near me and they are completley opposite in approaches and both successful. One (jensen's) does pistols and EBR's. that's it, they have an amazing selection, they carry surplus ammo, they have 100's of holsters, mags, etc and their prices are amazing. (almost internet good). they do not and will not carry hunting gear, or anything outside their area of expertise and they almsot never have a used gun and they don't do trades.
the other shop (gunsport) is a little bit of everything, some new, some used, stuff all over the maps from EBR's to a big collection of SxS's. Always deals a little, has fair prices and has interesting stock. Does do trades, but also willing to say no, this won't sell, I can't help you. (fair too). Even does consignments. I like them both and I'm into both all the time. And both give me little deals here and there because I"m a regular. But before I was a regular they still treated me with respect and answered my questions and now I spend TONS of money there.

couple comments
3. I bought this used gun from you the other day that has a functional problem and you'll only refund a percentage of the purchase price?
Click to expand...
you bought a used gun . Nobody gets to test fire them, the shop included. No warranty implied. You do your best and look at them, etc. Sorry, if I was a shop, I wouldn't give you your money back either, talk with the factory. You didn't pay new prices, why would you get new service. This doesn't happen with used cars either.

2) If you can't give them what they want for a trade-in explain why in honest terms (I can't get more than $$ for it and I have to make some sort of profit, or I don't really have a lot of customers for that type of gun, or I'm a little too heavy in inventory on used guns right now).
Click to expand...

totally agree here. some things just won't move, no matter what the price is, why should they tie up their inventory dollars in something that just isnt' gonig to work. the one shop that does trade-ins, their price is blue book minus 20% and honestly , that usually comes out to private sale price within a few bucks. That's very fair, I get close to my price with no hassle and they get to make some money. And sometimes, things just don't sell in an area.

When browsing through pistols, some shop owners/employees ask to see the customer's pistol permit first. Okay, no problem. I'm not sure if that's the law or if they just don't want to bother with looky-loos. Not a huge deal to me.

But sometimes they go ahead and start reading the back (where all my pistols and my father's and grandfather's pistols are listed, as well as serial numbers. Stupid NYS. ) It is none of their business what, if any, guns I already own.
Click to expand...

As a saleperson, I'm looking to see what you might be interested in. If you own 6 1911's, maybe you want to look at 1911's and I can tell you about this new fancy Les Baer I just got in, or whatever. It's not unreasable.
 
You guys need to come into my place sometime. :) I think we do a pretty good job.


Now I've got to say though, there are some massive misunderstandings on the part of the general gun shopping populace.

For example:

If you bring me a used gun that you want to trade, and it cost you $1000 new. Don't get insulted when I offer you $600 for it. Why?

That $1000 gun costs me (at dealer) $800. I can sell a new one for $1000. If you think you are going to get $800 for your used gun, you are not, because that is what I can get a new one for. Do not be insulted.

Now I can take your gun for $600, and put it on sale for $800. Which is $200 less than new. At some point in this transaction, there has to be something that benefits me as the dealer. (that is a pretty fanciful example, but you get the idea)

As for not being willing to trade, I trade all the time, but if you bring me something that I know won't sell, don't get offended that I won't take it. The merchandise I'm trading you cost me money. To trade money for an item that my gut tells me is going to sit there and not sell, doesn't benefit me.

Consignment guns. I sell consignment guns. The seller sets the price. But if you set your minimum price on your used gun at $700, when SOG or CDNN has the same used gun for $400, do not be surprised when your gun doesn't sell.
 
More:

About stocking stuff. Every single item I have in stock cost me money to get there. Sadly, since most of us don't have bundles of spare cash laying around, we can't afford to stock everything that we would like to. So we say we can get it for you. We're not trying to be insulting, that is just how it is.

If you go to the big box stores, they will have more selection. Okay, they also are part of a giant corporate mega-entity that has 600 million dollars in inventory. So yes, they probably have more stock than most of us regular FFLs. :p

Now when you have a problem with that gun from the mega-entity, or you need something special, or something quick, or responsive, or some knowledge, you know what kind of service you are going to get.

Staff at our two closest mega chain sporting goods stores send lots of business my way. Customers come in and ask about getting something odd that their corporate purchasers can't get, so they send them to me.
 
1) Don't hire idiots.
2) Don't hire "know-it-alls".
3) Don't allow unsafe practices.
4) Don't act like customers are a nuisance.

(There is no conflict between 1) and 2). What we want are knowledgeable salespeople who dont have to impress us with their arrogance.)
 
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