Offering quality firearms, expertise
The 4,000-square-foot showroom at Jaqua’s Fine Guns is impressive. All firearms are on display and customers can handle any gun they’re interested in. The sales staff at Jaqua’s is not on commission and each salesman is encouraged to refer customers to a staff expert.
“Everyone has their own area of expertise–handguns, shotguns, rifles or antiques,” Camille said. “We have six full-time sales people and most of them have been with us for over 20 years.”
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The atmosphere in the store is very casual and people-friendly. “We have people come in daily just to look,” Camille said.
Jaqua’s also does a very active Internet business. “Our Web site lists our entire inventory and it is updated two to six times a day,” Camille said. “We have customers from all over the world who use our Web site. It’s a tremendous selling tool.”
Recently, Jaqua’s has increased its accessory line, focusing on gun cases, shooting jackets, shirts, cleaning kits and reference books.
“Ladies’ clothing is very difficult to find,” admitted Camille. “Beretta makes terrific ladies’ clothing and Browning is making some.” Jaqua’s also stocks MizMac Designs products.
Camille summed up the key to Jaqua’s Fine Guns longevity and success with, “We buy nothing but quality guns and merchandise that we believe in.”
It’s a simple recipe for success, but one all storeowners should follow. If you believe in a product, it will sell itself and earn you a loyal customer base.