Handguns & Optics
Handgun optics are no longer an exotic option used by competition shooters and handgun hunters. Today, they’re mainstream products. Handgun optics help all handgunners shoot better, making them popular accessories in almost every aspect of shooting. That, coupled with hot-selling handguns, makes for enhanced sales and profits.
In Ogden, Utah, Scott Van Leeuwen owns and operates the Gift Shop and is “Ogden’s oldest and friendliest gun dealer.” What are his hot sellers in handguns and handgun optics?
“I stock quality products,” said Van Leeuwen, “and stay away from low-end stuff.” Various types of combat shooting, bowling-pin shooting and a burgeoning interest in target shooting drives handgun sales at the Gift Shop. Customers usually know what they want in handguns. Optics and enhanced sights are a different matter. Van Leeuwen sells red dot sights with a simple demonstration.
“Want to see something neat?” he asks a customer. He then hands the customer a red dot sight and tells them to aim it at “that buffalo over in the dark corner.”
The improved targeting is dramatically apparent to the customer. The rest of the sale deals with price ranges of different scopes. Millett and Swift are two of his most popular red dots. He sells a limited number of Bushnell HoloSights, because, according to Van Leeuwen, they’re viewed as more complicated and too high-tech by shooters accustomed to iron sights. However, the Bushnell units get high marks from those customers willing to give them a try.
Improved Shooting
At Kent’s Sports Store, also in Ogden, the CCW market drives handgun sales.
“It’s about a 50/50 split between revolvers and semi-autos for CCW,” said Randy Stanger.
Hot-selling revolvers are the Taurus Model 85 and Ruger Model 101, while the semi-auto of preference is Kel-Tec’s Model P 32 in .32. According to Stanger, revolver shooters prefer the simplicity of wheelguns, while his semi-auto customers are looking for minimal carry weight.
For home defense and general shooting, Glocks are Stanger’s big mover. In the specialty category, the Ruger Redhawk in .454 is a hot ticket. Handgun hunting drives much of the Redhawk sales.
“About half the .454 buyers are serious hunters, but the other half ‘just have to have it!’” said Stanger.
In optics, red dot sights are the big mover at Kent’s, with Leupold, Millett and Simmons leading the pack. Stanger sells a more limited number of scopes with Leupold, Simmons and Weaver dominating.
In pushing optics, Stanger says you must exercise some care. You don’t want to appear overbearing or opinionated when discussing optics with die-hard, iron-sight purists, Stanger cautions.
He usually starts by asking about the intended use of the new handgun. Obviously, for small CCW handguns optics aren’t a viable option. But for general shooting, home defense or handgun shooting sports, there’s an opportunity for an additional sale. The second question, and frequently Stanger knows the answer before asking, is about the buyer’s eyesight.
Almost everyone over 40 years old can use some visual help, and in less than optimal light conditions, even some of the self-proclaimed “eagle eyes” experience blurring. Selling an optic with the gun not only improves the buyer’s shooting skills and subsequent enjoyment, it ensures he buys it from you rather than from someone else later when he finally recognizes he needs help.
Satisfied Customers
In Mesa, Ariz., Brett Elliot, manager of the Arizona Sportsman, has developed a large optics department. He has a keen understanding of what optics — types and brands — sell with different handguns. For example, the Sportsman sells a lot of .22 caliber handguns to recreational shooters who equip their guns with red dot sights. Brett observes that most of the .22 caliber handgun buyers choose a red dot in the $100 range, like those from Tasco and BSA.
Buyers of centerfire handguns, who opt for red dot sights, tend to buy the more expensive brands from Burns and Leupold, according to Elliot. Centerfire handgun buyers, particularly those who hunt, are more likely to buy a scope instead of a red dot sight.
Elliot candidly discusses with customers the pros and cons of both options. He points out that while scopes are bulkier and heavier than red dot sights, they offer greater magnification options and are not dependent on batteries.