1: Smart and effective sale staff. I would rank it Number One because your staff *IS* your store. Without them, it's just a gun collection and it will just sit there. A good gun store salesman should be able to inform the customer without belittling him, make him feel smart without coddling him, and have patience to deal with folks who take time. He also needs to know the basics of gun laws and how to deal with NICS and the BATFE. It's a tough combination but the stores that have good staff have good business.
I'll give you an example from my own recent experiences, since I just bought a pricey (for me) AR-15.
--I came into the store, where I'm well known for buying ammo but not so much for buying expensive firearms. I fiddle, I fondle, I prod and poke. Some clerks would dismiss me as a "lookie loo" and have. This store's staff doesn't, which is why I was there and not at the competition.
--After about half an hour of prodding, I start asking the clerk a series of questions about the various chamberings and options. He is patient with me, not short. He doesn't dismiss any of my potential choices out of hand, but he helps me assess pros and cons. I do a bit more research using the store's books. Again this is something other gun stores do not like people doing. (The books are for SALE after all).
--After about an hour or so of prodding and questioning I take the plunge. He immediately has the transfer form ready. I fill it out, but realize I don't have my proof of physical address. He knows something I do not--that the voter registration card works for this purpose. So we're not derailed.
--I'm about to get delayed as I usually do, but he sweet talks the NICS person into putting him on hold while they go check whatever it is that seems to perpetually get me delayed. Presto, I'm approved.
--He has the box, and rounds down the price when I include some ammo. He offers to deliver the thing even!
--He gets out an ACOG primo sight and has me test it. I'm impressed, but the price is astronomical. HOWEVER, pay attention folks. Because this very clever fellow has now set an UPPER MARK of $1,000 in my brainpan for optics. Which means that the Leopold running for $400 SEEMS LIKE A BARGAIN. Smart guy! And it also increases the chances that I'll go back there for optics, instead of easily ordering them on line.
So that's customer service, and that's why that particular store has been around for generations and is something of a legend. I know full well that I could have gotten that identical carbine on GB for about $150 less, but it's the service that makes the sale.
prices, and to a lesser degree, customer service. that's all most gun buyers care about.
Price is of course important, but I disagree that it outranks customer service. If it did then they'd just buy off gunbroker from the cut rate wholesalers where there's no real customer service. I'd say price is No. 2, with selection at No. 3.
There are other factors as well, of course. Having a store you can physically move through is important. I know one in particular locally that has a great selection but is crammed into a cubical so tight you can literally barely move between ammo crates and the display cases.
2: You're gonna have looky-loos and tire kickers—it's inevitable. So don't disrespect them and shoot the stink eye at them just because they're there. Who knows, maybe they'll be your best customer.
This needs to be stressed. I suspect a lot of owners encourage staff to get hard on the looky loos. But I can tell you that the two outfits locally who have no patience with folks like myself have lost a large amount of business as a result.
On the other hand, you don't want your store to become an exclusive gun club for a few old guys who never buy anything. You want it comfortable for browsing, but not *too* comfortable. Put out coffee, but don't set up tables and chairs ;-)