Defense Articles

The catalogs of the shooting industry are at your fingertips with our updated Catalog Showcase. To order any of the catalogs, use the Reader Service Card in the back of this issue. Simply circle the inquiry numbers of the catalogs you would like to receive and drop the postage-paid card in the mail. Your catalogs will be arriving soon. You can also download the Reader Service page and form online, then fax or mail in. Sign onto www.shootingindustry.com and click on Reader Service.

Accuracy Grip

A revolutionary development in pistol handgrip design! The Accuracy Grip offers five interchangeable trigger finger extenders (S-XXL) designed to consistently place the tip of the user’s trigger finger in the correct position. Requires no gunsmithing. Available for all 1911 style pistols (straight line magazines), Glock and Ruger MK II + III series .22 semi-automatics.

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www.accuracygrip.com

Circle #501

American COP

A NEW Magazine By Cops, For Cops. Cops need information they can trust. That’s why FMG Publications is bringing the “tell-it-like-it-is” reputation of American Handgunner into the police publication world. American COP will offer solutions to real-world problems YOU deal with every day. Charter subscription offer $19.95 U.S. (Regular price $24.95) and $39.95 Foreign. Includes six bi-monthly issues. Plus FREE Streamlight Key-Mate with your paid subscription. Visit us online at: www.americancopmagazine.com

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Circle #502

Brownells

500 pages! 32,000 top brand-name accessories to make your rifles, shotguns and handguns look and work better. 144 pages filled with 9,000 factory parts. Full-time tech staff. Selection. Service. Satisfaction.–100% Guaranteed. Call 1-800-741-0015 or visit us online at www.brownells.com. Dept. #AGT. Price of catalog refunded with order. $5.00

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Circle #503

Competitive Edge Dynamics

Competitive Edge Dynamics Spring 2006 42 page color catalog is your complete source for all CED products. Leading the industry for over sixteen years, with professional shooting products, including CED timers, Chronograph, Digital Scales, Hearing Protectors, Range Bags, and so much more! Specializing in advanced design, technology, and function, CED products have become “the standard” in the industry today. We welcome Distributor/Dealer program inquiries at (888) 628-3233, fax (USA) (610) 366-9680 or email info@CEDhk.com, or visit us at www.CEDhk.com. Free.

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Crimson Trace Corporation

Prepared for a gunfight? Get your FREE REPORT “Five Things Every Handgun Owner Should Know” and a 2006 Lasergrips Catalog. Lasergrips give you an immediate and decisive advantage no other laser sight can equal. Instinctive activation, fully adjustable and the world’s only grip-integrated laser sight.

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(800) 442-2406

www.crimsontrace.com

Circle #505

DoskoSport

DoskoSport’s[TM] new Gun Guard[R] X2[R] Hybrid Series Cases are the first to blend hard-shell protection with soft-sided, flexible storage solutions for the ultimate combination of durability and convenience. A high-impact, hard-shell plastic exoskeleton guards the gun’s most vital parts while shock-absorbing, snag-resistant, padding secures it for backcountry adventures. For details, call 1-888-70SPORT or visit www.doskosport.com.

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Circle #506

Ellett Brothers

1200 Pages Of The Industry’s Leading Products

Known as the “Bible Of The Industry”, our catalog is the most complete reference source available to dealers. Our researchers and copywriters make sure that Ellett Brothers’ catalog contains the information needed most by our customers. Call 1-800-845-3711 To Get Yours www.ellettbrothers.com

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Circle #507

Federal Cartridge

Federal Cartridge is the company that pioneered Premium ammunition over 25 years ago. That leadership continues today. Federal is an ammunition specialist. With a full line of centerfire rifle, centerfire pistol, shotshell, and rimfire, Federal provides a premium shooting experience to hunters and shooters worldwide. (2006 product catalog $1)

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FNH USA

For more than a century, FN Herstal has pioneered firearm technology. Today, FN firearms are used by the armed forces of more than 100 nations, and by countless law enforcement agencies and civilians worldwide. FN autoloading handguns, shotguns, bolt-action rifles, semiautomatic carbines and other specialized firearm systems are covered in detail in this FREE catalog.www.fnhusa.com

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Circle #509

Galco International

This 56-page full color catalog features Galco’s extensive line of superb-quality made-in-the-USA leather holsters, belts, and accessories for law enforcement, military, defensive and sporting use. A full line of women’s holster handbags and a wide selection of hunting and clays-oriented Sporting Collection items round out Galco’s comprehensive selection of exceptional shooting-related products. Galco as always–”For those who demand the best … and know the difference. “Galco International (800)-US-Galco (874-2526)

Trade shows and conventions are the derigueur travel points during the winter months for just about all salesmen and managers in any line of work. In the shooting industry, the SHOT Show held during the month of January, and the European IWA show in March are die two most prominent.

Both are important - one could even say essential - and each show offers a different insight into the world of sporting small arms, because each show is unique and singular.

If the SHOT Show is important in terms of new products and trade in North America, then it can be said the IWA show (which stands for the International Trade Fair for Hunting and Sporting Arms and Accessories) is the show for focusing marketing efforts in Europe and points beyond.

Many veteran American IWA exhibitors will voice their conviction that the average IWA visitor is different from the average SHOT Show attendee. The Europeans are more serious about business and they know beforehand what their customers want. These differences in mental outlook, when coupled together with the old world charm and the relaxed atmosphere of IWA make the show one of the more pleasurable of winter time conventions.

SHOT vs. IWA

There, are physical differences between the two shows beyond simple geographics. The SHOT Show migrates between different locations, a prime criteria being a city with an exhibition hall large enough to house this trade show extravaganza, while the IWA show always remains in the same city and same exhibit hall, the Messezentrum in Nuremberg, Germany.

There are advantages and benefits to both systems. The migration of the SHOT Show allows its visitors to sample the night life and cuisine from different metropolitan areas across the southern United States, thereby providing each regular with a refreshing change - something new, different, previously unknown.

Nuremberg, on the other hand, also offers many advantages. The primary ones being in transportation, as the city has an excellent mass transit system that is efficient, clean, and very reasonable in cost. Additionally, even though the United States provides the largest number of foreign exhibits at IWA, the city and Germany itself are still distant enough that a return visit to a favorite restaurant within the old city walls is contemplated with savory anticipation by the returning regular.

The IWA show is also run differently because each exhibitor, as a rule, is provided the same exhibition space within the different halls year after year. There are exceptions, and this past year saw more movement of exhibitors than in years past. Some of this was due to various exhibitors requesting larger areas, and some was due to the growing number of new exhibitors wanting space at the most important sporting arms trade show in Europe.

Generally, experienced IWA visitors knew exactly where to go without consulting the directory to find established customers, firms, and friends. The Messezentrum exhibition hall is actually a series of five irregularly shaped hexagon halls that are interconnected. The floor space available to the exhibitors has increased steadily over the years to the point that some felt it may have reached a physical limit for these five halls, labeled A thru E, in 1993.

This year the exhibition area totaled almost 18,000 square meters. This represents an increase of almost 1,000 square meters every year for the past three years. Attendance has grown steadily over the previous three years also. In 1990, IWA had 9,802 trade visitors. In 1991, this grew to 10,254, and in 1992 it increased to 11,639. Of that figure, 4,904 were foreign or non-German visitors. The figures for 1993 were unavailable, but everyone commented during the show on the crowded aisles that in previous years seemed more casual.

Who Comes To IWA?

America and Italy represent the two countries with the largest foreign contingents. In 1993, there were 79 American firms that were direct exhibitors, while there were an additional 74 that were subsidiary exhibitors. The subsidiary exhibitors were those that were represented by an agent, or who shared a small portion of a booth with a larger exhibitor.

All of these firms are aware of the growing trends within the world of small arms, and Europe (like America) is beginning a love affair with the shotgun sport, sporting clays, only in Europe the game is called “parcours shooting.”

All European shooting sports are based upon a sporting requirement and usually this is cemented through a club connection. For this, parcours shooting is enjoying great success, and this success has fostered a wide range of diverse products ranging from new shotguns, to shooting jackets, even down to shoes.

Emphasis was also seen this year in home security cabinets for firearms. (Another feature of European firearms ownership, the owner is usually required to maintain secure storage facilities for his firearm.) The difference this year is a greater emphasis on more decorative, aesthetically pleasing cabinets in place of the plain steel wall locker, because studies have shown the European consumer wants a more upscale product today.

THE RIFLE AND SHOTGUN MARKET IS RIPE FOR SUCCESS - IF YOU HAVE THE RIGHT PRODUCTS AND ATTITUDE

The old adage: “When life hands you lemons, make lemonade!” is very appropriate for the firearms industry today. Faced with the toughest sales winter in years - even Wal-Mart experienced their worse Christmas in their history! - many dealers are working harder than ever to pull off near miracles.

Aggressive, innovative manufacturers haven’t stood around either. New product lines continue to keep buyer interest up. And, it’s paying off. Not everyone’s sales were down in 1995.

“We had the best year in our company’s history last year,” said Tony Aeschliman, of Marlin.

Remington also posted a banner year, the second best in their 180-year history.

So, somebody out there is buying guns. Are they your customers? If not, what can you do about it? Where’s the market now, where is it going, and what are some timely ideas that you can put into action now to immediately affect your bottom line?

Shooting Industry interviewed dealers and manufacturers to get a feel for the long-gun and long-gun accessory market. The dealers, like you, are on the front lines. They are the ones greeting the customers when they walk through that front door, and they are the ones who make or break this industry.

WHERE ARE WE?

Manufacturers’ many recovering from two years of slow-buying seasons, have resorted to aggressive research and development to help break the stalemate in the market. Remington’s introduction of a black powder rifle based on the Model 700 action took the industry by surprise - and by storm. Marlin’s new entry into the centerfire bolt-action department, the Model MR-7, caused dealers and hunters to take note.

If the “big guys” can change their mainstream product lines so dramatically, then so can smaller manufacturers. Interesting new shotguns, rifles and even air rifles are arriving almost daily. To keep up, accessory manufacturers are meeting the demand for specialty products to improve, upgrade or just plain dress-up those new products.

Fortunately, existing long-gun designs also benefit from this explosion of new ideas, enabling dealers to add interest and appeal to their existing product lines. From synthetic stocks, stainless steel models and accessories that will enhance virtually any long gun, to innovative ideas like the carbon fiber barrels on Christensen Arms rifles - the long-gun market is more exciting and diverse than ever before.

WHAT’S HOT?

Smart manufacturers look at the market and either meet a consumer’s needs, or in some cases, introduce products so original they create an immediate market. Today’s industry leaders are actively involved in both directions.

“New products make the difference,” said Bill Wohl, of Remington. “In order for a mature business like ours to move ahead, it must give the consumer something different to buy. That’s why our Model 700 Sendero exceeded everyone’s expectations. It’s still heavily backordered.”

Marlin Firearms Co., also focuses on a success formula. “With a good product mix, the right promotion and pricing value, Marlin has continued to keep the line selling better than ever before,” said Aeschliman.

His advice for dealers? “Stock new items whenever you can, or at least variations on existing lines,” he said. “Look for stainless steel, or laminated-stocked versions of existing blued models. This way your regular customers see change in your long-gun rack. It keeps buyer interest up. The stainless/synthetic-stocked market is very hot right now and much of our success in 1995 was due to the introduction of stainless steel models.”

Everything related to the Ruger 10/22 is selling strong. This includes complete rifles, high-end custom thumbhole stocks, drop-in conversions based on inexpensive barrels and stocks from Midway, Brownells and others.

The 10/22 is becoming the “1911″ of rifles. The surge of interest in turning 10/22s into tack-drivers has caused even hard-core, bolt-action fans to become turncoats. The easy to accessorize, entry-level .22 can become a real focal point for a gun store. Expand your .22 accessory line with stocks, magazines, sights and even reactive targets. The word will soon spread among the plinkers, target shooters and hunters in your area.

AR-15s and their clones seem to be unstoppable sellers. From new gun sales to a flood of accessories on the market, this handy rifle has turned itself into a kind of “every man’s gun.”

Larry Weeks, of Brownells, said they continue to expand their AR-15 accessory lines. “Lots of people are installing accessories on rifles and shotguns, especially the AR models,” he said. “With today’s easy-to-install heavy barrels, almost anyone with a modicum of mechanical know-how can turn their standard AR-15 into a real performer. Augment that heavy barrel with decent sights, trigger, etc., and your customer virtually has a new rifle.”

Weeks also offered a tip for reducing inventory levels. “Dealers, especially the smaller ones, should let Brownells be their warehouse,” he said. “Just keep a representative sample of what’s hot in your area. It might be scope mounts for a couple of basic actions, after-market synthetic stocks, sling swivels and slings. Let us stock the rest for you. When you need something, delivery is just a couple of days away. This helps to keep your overhead down, your inventory fresh and your customers happy.”

Bushmaster Firearms, Inc. has become the largest US commercial manufacturer of the AR15/M16 type rifle system, with models designed for Law Enforcement, Home Defense. Competition and Varmint Hunting Send far a free catalog, or see www.bushmaster.com for a complete selection of parts and accessories for these high quality rifles and carbines.

New 26th edition! 1,216 pages feature over 500 schematics far identifying obsolete and current commercial, military and foreign gun parts. Over 180,000 parts and accessories available–it’s the industry’s leading reference book for firearms parts for over 50 years, Toll-free (866) 686-7424. $12.95

Many major hunting seasons are winding down across the country and gun owners are preparing to put firearms in storage. In order for their firearms to remain in good condition, gun owners will be coming to you for products that will ensure their prized firearms emerge from storage in good shape.

More than ever, many of those hunters and your customers are women who are just as concerned as men about protecting their firearms.

Hopefully, your staff actively encourages customers to purchase a gun cleaning kit when they purchase a firearm. This is such a natural add-on sale with decent profit margin; it’s one of the “musts” of a gun sale.

If your customer didn’t want to buy a gun-cleaning kit at the time of purchase, show her the Birchwood Casey’s Gun Maintenance Kit. This compact kit includes on-the-go sized Gun Scrubber solvent/degreaser, Sheath Rust Preventive, Bore Scrubber 2-in-i bore cleaner, one silicone gun and reel cloth, Sheath Take-Along Gun Wipes, gun cleaning patches and daubers, and a complete instruction guide.

Another good offering is Quters’ Deluxe Universal Cleaning Kit. Housed in a handcrafted wooden case, it contains everything your customers need for cleaning rifles, handguns and shotguns. A multi-compartment tray keeps components neat and organized. The kit has a three-piece, swivel handle, brass rod and rod adapters; bronze bore brushes for .22, .30 and .38 caliber, plus 12 and 20 gauge; plastic jags and slot tips; a silicone wiping cloth; 50 patches; gun oil and Nitro solvent.

The Otis Kit & Caboodle Gun Cleaning System is another good kit choice. It contains everything needed to maintain a firearm in one pocket-sized kit. Each kit includes a rod, solvent, slotted tip, patches, bore brushes and other accessories. The kits are designed specifically for field use on rifles, pistols, or shotguns.

FTI’s new Tetra Gun Grease contains the company’s fluoropolymer, which prevents corrosion and eases cleaning, along with preventing part seizure and reducing friction and wear.

KG Industries has a complete line of gun-care including KG-l Carbon Remover, KG-2 Bore Restore, KG-3 Cleaning Solvent and Degreaser and KG-4 Gun Oil. They are designed to not only clean firearms but also to provide corrosion protection.

ProTec has introduced System 1, which combines three of the company’s products. It contains a 2-ounce bottle of BORE-cleaner, a 5cc syringe of GUNoil and a 5cc syringe of GUNgrease. The products are blended with ProTec’s anti-friction metal treatment, which reduces friction between moving metal parts.

Springfield, Inc. is the new firm taking the place of the former Springfield Armory, and the different name marks greater change than just simple nomenclature.

Springfield, Inc. has narrowed its product line back to what company executives describe as their “core” products. These are the products that earned Springfield Armory such outstanding success in the 1980s — but more on the products in a moment, because there is other news about this reinvigorated firm as well.

Springfield, Inc. has set a firm and consistent pricing policy, and reduced the number of distributors handling its products from the previous 32 to a more manageable 17. These 17 distributors will be the only source for regular production Springfield products.

The Line Up

To market and distribute the Custom Shop products as well as their own factory-compensated and specialty pistols, Springfield, Inc. has created three different product groups.

The standard production 1911 pistols, the M-6 Scout sporting/survival rifles, and the legendary M-1A semi-auto target rifles, parts and accessories, comprise the first group and they are available exclusively from Springfield’s 17 authorized distributors.

The second group is available from both distributors and on a dealer-direct basis. The products in this group are the factory-produced comp-guns, parts and accessories.

Springfield, Inc. has found these products need special care and training to sell well, so they will still act as a “mid-wife” to provide the extra salesmanship and training needed to help the dealer and the customer understand the advantages found with a compensated handgun.

The Factory Comp, the Defender, the Champion Comp, and the Compact Comp pistols are available from both distributors and as dealer-direct items, but Springfield will sell to dealers at full dealer price with no volume discounts.

Springfield wants to help their distributors sell these pistols, and if none are available in a certain sales area for the interested dealer Springfield will provide the dealer with one from factory stock.

Including the factory comp-guns, Springfield, Inc. has 15 different models of the 1911 pistol to offer their clients, and this doesn’t include the different models available from the Springfield Custom Shop. The standard 1911 pistols are manufactured and assembled in Brazil. Company Co-Chairman Dennis Reese stated they have full-time personnel in Brazil, paid by Springfield, Inc., to supervise the assembly of these pistols. The final product is guaranteed to be as good as the ones they made in the USA.

The Custom Touch

The third product group is the line up from the Springfield Custom Shop. The Springfield Custom Shop still produces the match-winning Springfield custom guns and the Springfield Custom Shop specialty competition parts.

The Springfield Custom guns include both compensated and non-compensated pistols, but they are not regular production models. These are truly custom guns, and not something off the regular assembly line that is being sold at a marked up price.

The Custom Shop products are available only on a dealer-direct basis.

The Springfield P-9 is no more. Springfield, Inc. after long years of campaigning this design on the U.S.P.S.A. competition trail and after earning many victories, including a World Championship, terminated their business relationship with Tanfoglio of Italy. Springfield, however, has an ample supply of spare parts to maintain customer-owned P-9s.

Springfield is still manufacturing firearms in the United States. The M-1As, M-6s, and all the previously mentioned factory-compensated pistols are made in the United States at the Illinois facility.

Dealer Support

As an extra incentive for their customers, Springfield, Inc. is offering a consumer rebate of $25 starting April 1, 1993 through June 30, 1993 on any and all Springfield 1911 products. This rebate will be paid direct to the consumer after he supplies proof of purchase of a Springfield 1911 product during the offer period.

This consumer rebate is just a continuation of the dealer rebate that Springfield, Inc. ran between Jan. 1, 1993 and March 31, 1993.

New things from a new company. The name may have changed, but the main handgun product remains one of the most popular American pistols ever seen — the 1911 pistol. It’s available now from one of 17 authorized Springfield, Inc. distributors.

The “Accessory Kings.”

That’s the title customers have given Fin Feather Fur Outfitters in Ashland, Ohio. It a well-deserved - and profitable title.

“Accessories are where you make your profit, said Mike Goschinski, owner and president of the mega outdoor store. “That’s how we’ve grown our business from 2,400 square feet 16 years ago to 70,000 square feet now. If you’re selling handguns but not selling accessories, you’re doing a lot of work for nothing.”

Goschinski inventories an impressive number of firearms. However, he’s clear on what makes his operation successful.

“There’s no money left in guns,” Goschinski said, bluntly. “The way we’ve built the business is making sure we have a lot of accessories for the handguns we sell. The key is stocking all the right accessories for each handgun that you have in stock.”

Accessories play an increasingly important role in a gun shop’s business, especially in tight economic times.

“Our 2002 sales were up, but it was a competitive year, a tough year,” Goschinski said. “We worked hard to get our sales up.”

Todd Seyfert, vice president of sales and marketing for Michaels of Oregon, said mainstream hunting products - including those for handgun hunting - were up about 10 percent during late 2002.

“Law enforcement sales continue to be steady,” he said.

One thing that has changed, Seyfert said, are the types of products customers are buying.

“People are still in the shops, but they may not be spending $400 for a new handgun.”

Rather, according to Seyfert, they’re buying accessories, particularly new products in the $15 to $20 range.

“People are struggling with spending $200, $300 or $400,” he said. “But they feel they’re able to part with $15 to $20. We’ve really seen products in that price range - $19.95 and less - do well.”

Goschinski and Seyfert reinforce the long-held belief that accessories are the bread-and-butter of a gun shop. This is especially important today as consumers keep a weary eye on the sluggish economy before buying big-ticket items.

Focus On Add-Ons

Treating handgun accessories as a vital part of a gun shop, rather than as an afterthought, means extra dollars.

Fin Feather Fur Outfitters is in a highly competitive location, with several buying group members doing business nearby. As a result, Goschinski’s margins range from 30 to 45 percent on accessories. In less competitive areas, accessory margins can be considerably higher.

“What we typically hear is a minimum of 40 percent,” Seyfert said. “Some retailers are able to keystone their handgun accessories.”

At Fin Feather Fur Outfitters, Goschinski doesn’t leave his handgun accessories sales to chance. He provides his sales personnel with financial incentives for making add-on sales of accessories.

“We try to merchandise everything that’s handy and readily available, and we have it ready to go for the customer,” Goschinski said. “We also have a suggestion list for our customers.”

In addition to stocking the right accessories for the right handgun, Seyfert recommends dealers stock what is new.

“Dealers must have new products in their stores,” Seyfert said. “It doesn’t do any good for a manufacturer to advertise a new product, and then when the consumer goes to a gun shop to find the dealer doesn’t have it available.”

Top dealers read consumer magazines including GUNS and American Handgunner to stay tuned to what manufacturers are pushing. Shooting Industry offers extensive insight to what’s new and what’s selling. These resources help dealers stock the right accessories for their store. However, Seyfert cautions, dealers need to know their market and what their customers want.

“Not all new products make sense for every dealer,” Seyfert said. “But there are enough new products every year to keep a dealer’s inventory fresh and interesting.”

RELATED ARTICLE: Stock The Right Inventory

Holsters

Holsters are the number one natural add-on or a handgun sale. Beyond the initial holster, consumers are always looking for replacements and the newest offering with the latest features.

Uncle Mike’s Kydex holsters attract consumers. In 2001, the holster line received the Accessory of the Year award from the Shooting Industry Academy of Excellence.

“Our Uncle Mike’s Kydex line of holsters and accessories continues to impress us,” Seyfert said. “We were able to get the holsters down to $19.95 through injection molding, and the numbers continue to climb every year, across the board, across the country. We’ve added new holster sizes and new models for this year.”

DeSantis Holster offers a wide variety of leather, Kydex and nylon holsters. The Jackal is a new all-Kydex paddle holster that’s low cut in the front and unlined for a faster draw. The new Air Marshal Holster is designed for cross draw carry. The holster slides on the belt on built-in belt slots. It’s currently available for most Smith & Wesson J frames with 2- to 2 1/2-inch barrels, with other models to follow. The new style DeSantis Die Hard Ankle Rig has a neoprene leg band and a sheep wool lining.

Bushmaster Firearms, Inc. has become the largest US commercial manufacturer of the AR15/M16 type rifle system, with models designed for Law Enforcement, Home Defense. Competition and Varmint Hunting Send far a free catalog, or see www.bushmaster.com for a complete selection of parts and accessories for these high quality rifles and carbines.

New 27th edition! 1100+ pages feature over 500 schematics for identifying obsolete and current commercial, military and foreign gun parts. Over 200,000 parts and accessories available–it’s the industry’s leading reference book for firearms parts for over 50 years. Toll-free (866) 686-7424 $14.95.