Selling safety and security products has always been part of the modern gunshop. Traditionally, these products were sold as add-ons. Not so today. With the intense scrutiny the industry is undergoing, selling safety is priority number one.
Many dealers say gun buyers, especially those looking to purchase their first firearm, ask about safety devices and safes before looking at a gun.
This trend prompted a remodeling of the El Cajon Gun Exchange in El Cajon, a suburb of San Diego. Calif. A new sign outside declares the shop is a "Firearm & Child Security Center." Inside, the shop's layout moves customers naturally from displays of firearms, ammunition and accessories into the new "security corner."
There, customers are drawn to displays of trigger locks, small gun cases, electronic locks, full-sized safes. plus shooting glasses and hearing protectors.
"We place safety gear in two categories," said Rod Godwin, the shop's manager. "There's security equipment, such as safes, locks, cables and so forth. Then there's personal safety gear. Safety gear won't prevent firearm theft, but it may help protect shooters, their families and friends from lawsuits and injuries."
Despite the emphasis on safety, customers won't find any "hard selling" at the Gun Exchange.
"We don't like to use a hard sell in our store," said Godwin. "We prefer to put the equipment on display where the customer can see it all. They can move down the aisles, see the merchandise with clearly marked prices and specifications. Then we can answer their questions.
"A lot of our customers are moving up to larger and more expensive safes. They realize that a safe is a lot less expensive than the potential costs, economic and otherwise, of having one or more guns stolen. A good gun safe, costing several hundred dollars, is an excellent investment for any gun owner. In addition, the secure storage of firearms may become a legal requirement in the near future."
The Gun Exchange advertises extensively, especially on local radio. Godwin believes his use of local radio sponsorships and promotions has gained a lot of new business. The shop is a major sponsor of a local afternoon drive-time radio talk show hosted by former San Diego mayor Roger Hedgecock. Hedgecock calls himself a "recovering politician" and is clearly pro-gun and pro-Second Amendment.
"Roger Hedgecock's message has helped our business." said Godwin. "We take a low-key approach to our sponsorship by presenting a lot of pro-gun and up-to-the-minute legislative information in our messages. Many of our customers have told us that the main reason they come to our store is because of our sponsorship philosophy and the information we provide.
"Any gun dealer who takes the same approach will find more business coming in the door. We don't do a lot of print advertising, except the phone book, but our radio sponsorships have paid off."
While there's no "hard selling" on the floor, the Gun Exchange's employees push just a bit harder if a customer hasn't included safety and security as part of a firearm sale. More to the point, large signs announce, "If you leave a loaded firearm where a child obtains and improperly uses it, you may be fined or sent to prison."
The same warning is on the bill of sale. Printed at the bottom of the form is "I have an instruction manual, or an address to obtain a manual or instruction. I know how to operate this firearm safely and affirm that it should always be treated as if loaded. Child safety devices were available to me at time of purchase. I have a copy of 'Youth Handgun Safety Act Note ATF 5300.2 (7-98)."
The Gun Exchange ensures every gun purchaser is given a copy of the bill of sale and ATF 5300.2.
Wide Selection
The industry has responded to the escalating demand for safety and security products.
Safes are available as large free-standing metal boxes, weighing a thousand or more pounds, and built-in wall safes that are designed to fit between wall studs.
The American Security Products Co. offers numerous safes, The LX6030 features 1 3/4-inch quad wall fire door that interlocks with the l 3/4-inch triple fire wall body. The door locks in place on all sides with 14 1-inch bolts.
The Gunlocker from Phoenix USA is designed to fit into a wall. It measures 14x17x3 1/2 inches and can hold any firearm up to 6 1/2 inches. It has an electronic key pad and an audible and visual alarm.
Mossberg has introduced a compact electronic firearm safe, InstantAccess. It's opened with a four-digit code on a lighted keypad. The safe is mounted on a galvanized steel plate. Additional plates are available for securing the safe at other locations.
In trigger locks, CCL Security Products offers the CA12 Sesamee Cable Blok for lever-action rifles and pump shotguns. For handguns and long guns, the K38 Sesamee Gun Blok features a combination trigger lock and the K39 Trigger Blok is operated with a key.
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