SHOT Business -- February/March 2012

NSSF

S H O O T I N G , H U N T I N G & O U T D O O R T R A D E

VOLUME 20, NUMBER 2 FEBRUARY/MARCH 2012

OPTICS 2012

Optics manufacturers are rolling out a wealth of new products designed to meet the needs of a

wide range of shooting sports enthusiasts, including scenario shooters, crossbow converts,

and, of course, big-game hunters of all stripes. Pg.30

FIRING LINE: T/Cs new switch-barrel Dimension rifl e delivers versatility and accuracy at a very aff ordable price. Pg. 26

GOOD STUFF: SCARPA mountaineering boots also happen to be a great choice for hunting elk in tough terrain. Pg. 48

ALSO IN THIS ISSUE

SHB0212_COV.indd 1 1/24/12 12:14 PM

PER

FO

RM

AN

CE

EN

HA

NC

EM

EN

T

How do you make a Savage

rifle even more accurate? Well,

as the adage goes, you cant

kill what you cant see, so you

include a Nikon 3-9x40 BDC

reticle scope, mounted and bore

sighted. This unique reticle can

be ballistically matched to your

exact cartridge using Nikon

Spot On Software. Coinci-

dentally, the price of the New

package is Spot On too.

See your favorite Savage

dealer for details.

SAVAGEARMS.COM

BN_040269_SHB0312.indd 1 1/10/12 12:20 PM

FEBRUARY/MARCH 2012 SHOT BUSINESS 1

CONTENTSSHOT BUS INESS FEBRUARY/MARCH 2012 VOL . 20 , I SSUE 2

Departments

2 EDITORS NOTE Gazing into my crystal ball 5 NEWS BRIEFS Vanguard moving to include

outdoors industry; ATK expands digital arsenal; Timney offers hands-free trigger

24 FYI Retailers from across the country tell us what sold in 2011 and their outlook for 2012

26 FIRING LINE T/Cs new Dimension delivers affordable accuracy

28 UNDERCOVER SHOPPER A young mother looks for a concealed-carry pistol in Charlotte, North Carolina

46 WHATS SELLING WHERE 48 GOOD STUFF Tough terrain requires a tough

boot, and SCARPA is up to the challenge

52 NEW PRODUCTS MKS Supplys Chiappa Little Sharps Rifle in .17-caliber Hornady Hornet; Brownings Tactical Hunter Control Point flashlight; and more

Features

NSSF Update 17 FROM THE NSSF Fighting for your rights 18 STATS PROVE HUNTING IS SAFE It ranks third in safety

compared with 28 other recreational pursuits

19 2011 WAS A RECORD YEAR FOR NSSF MEMBERSHIP The number of members now exceeds 7,000

20 YOU SHOULD KNOW NSSFs First Shots program is a proven winner

21 FROM MY SIDE OF THE COUNTER This new column reports from the retailers point of view

22 NSSF DELIVERS VALUE

30 OPTICS 2012 Expect an interesting year as manufacturers ramp up to meet emerging markets. In particular, retailers will see a focus on crossbow optics as well as compact scopes ideal for use on the modern sporting rifle platform. BY ROBERT SADOWSKI

40 THE .375 MYSTIQUE This British magnum, which first saw the light of day 100 years ago, remains a surprisingly versatile cartridge. There are also a number of modern rifles chambered for it, many of which do not cost a kings ransom. BY WAYNE VAN ZWOLL

52

26

40

30

SHB0212_TOC.indd 1 1/20/12 1:20 PM

Slaton l. White, editorMargaret M. nussey, Managing EditorDavid e. Petzal, Shooting EditorJohn Burgman, Assistant EditorMaribel Martin, Senior Administrative AssistantJames a. Walsh, Art DirectorShayna Marchese, Associate Art DirectorJudith Weber, Production ManagerContriButing eDitorS Larry Ahlman, Barbara Baird, Scott Bestul, Philip Bourjaily, Chris Christian, Christopher Cogley, David Draper, Jock Elliott, Doug Howlett, William F. Kendy, Mark Kayser, Peter B. Mathiesen, Brian McCombie, Tom Mohrhauser, Robert Sadowski, Robert F. Staeger, Marilyn Stone, Wayne Van Zwoll

eriC ZinCZenko, Vice President, group PublisheraDVertiSing: 212-779-5316gregory D. gatto, Advertising DirectorPaula iwanski, National Sporting Goods DirectorBrian Peterson, West Stephen Mitchell, Southeastelizabeth a. Burnham, Associate Publisher, Marketing & Online Servicesingrid reslmaier, Marketing Design Director

BuSineSS oPerationStara Bisciello, Business Manager

ConSuMer Marketingrobert M. Cohn, Consumer Marketing Directorraymond Ward, Senior Planning ManagerBarbara Brooker, Fulfillment Manager

ManufaCturinglaurel kurnides, Group Production DirectorBarbara taffuri, Production Director

BonnierChairman, Jonas BonnierChief executive officer, Terry SnowChief financial officer, Randall KoubekSenior Vice President, Corporate Sales, Gregg HanoVice President, Consumer Marketing, Bruce MillerVice President, Production, Lisa EarlywineVice President, information technology, Shawn LarsonVice President, Corporate Communications, Dean TurcolBrand Director, John MillerPublishing Consultant, Martin S. Walkergeneral Counsel, Jeremy Thompson

SHOT Business (ISSN 1081-8618) is published January, Feb ruary/March, April/May, June/July, August/September, October/November and December by Bonnier Corporation, 2 Park Avenue, New York, NY 10016-5695, and is the offi-cial publication of the National Shooting Sports Foundation, Flintlock Ridge Office Center, 11 Mile Hill Road, Newtown, CT 06470 (203-426-1320). Volume 20, issue 2. Copyright 2012 by the National Shooting Sports Foundation. All rights reserved. Editorial, circulation, production and advertising offices are located at 2 Park Avenue, New York, NY 10016-5695 (212-779-5000). Free to qualified subscribers; available to non-qualified subscribers for $25 per year. Single-copy issues are available for $5 each. Send check, payable to NSSF, to: SHOT Business, c/o NSSF, 11 Mile Hill Road, Newtown, CT 06470-2359. SHOT Business accepts no responsibility for unsolicited manuscripts and photo-graphs. All correspondence should be accompanied by a stamped, self-addressed envelope. Requests for media kits and advertising information should be directed to Katy Marinaro, Bonnier Corporation, 625 N. Michigan Ave., Ste. 1270, Chicago, IL 60611. Periodicals postage paid at New York, NY, and at additional mailing offices. REPRINTS: Wrights Reprints, 877-652-5295. POSTMASTER: Please send address changes to SHOT Business, P.O. Box 422494, Palm Coast, FL 32142-2494.

Printed in the USA. For Customer Service and Subscription questions, such as Renewals, Address Changes, Email Preferences, Billing and Account Status, go to: shotbusiness.com/cs. You can also call 386-246-0188 or write to SHOT Business, 2 Park Ave., New York, NY 10016For editorial inquiries, write to Slaton L. White, SHOT Business, 2 Park Ave., New York, NY 10016

s h o o t i n g , h u n t i n g & o u t d o o r t r a d e

nSSf

Crystal BallCan you see the silver lining?

F irst off this month, Id like to direct your attention to Optics 2012 (page 30), our annual look at new rifle-scopes, binoculars, spotting scopes, and other optical equipment. We see an interesting trend this year.

Well, two actually. Although the staff of SHOT Business focuses its efforts on the shooting-sports indus-try rather than archery, crossbows have been getting a lot of attention in the past couple of years. States are liberalizing crossbow regulations (in an attempt to get more hunters into the field), and as a result crossbow

manufacturers are seeing increased interestand salesparticularly from older hunters who may no lon-ger be able to use a heavy com-pound bow. Because of this, optics manufacturers are beginning to ramp up production of scopes designed specifically for crossbows.

The other trend is the continuing development of optics specifically for use on the modern sporting rifle platform, especially for shooters who wish to pursue 3-Gun compe-tition and other scenario games. All in all, this is good news for retailers.

Second, Id like you to take a look at Vital Signs (FYI, page 24), by Scott Bestul. Bestul decided to check the vital signs of six retailers to see how things went for them last yearand how they feel about 2012. The results, given the dismal

state of the general U.S. economy, are surprisingly heartening.

For example, Richard Sprague, of Spragues Sporting Goods in Yuma, Arizona, told Bestul that he expect-ed the wheels to fall off the MSR craze. But he was dead wrong, and sales of these rifles, along with other tactical and self-defense mod-els, surged at his shop. However, he added an important proviso: Sales went to quality guns at a good price point and with a strong warranty.

That echoes something Peter B. Mathiesen, who reports our Whats Selling Where survey, heard all year longproducts that are priced right will move. Most customers really dont want cheap stuff, but given the hard times we face, they do expect value, and they expect a retailer (as well as the manufactur-er) to meet them halfway.

Glenn Duncan, who owns Duncans Outdoor Shop in Bay City, Michigan, noted that traffic in high-end rifles was off last year, but any-thing that was a good product with a reasonable pricehe cited Marlin as an examplesold very well.

Two retailers with ranges saw strong growth and expect more of the same. Our sample group also agreed that concealed-carry will continue to experience strong growth.

As I gaze into my crystal ball, I still see clouds on the horizon. But, as noted above, there are bright spots that savvy retailers can use to their advantage. We also have a presidential election in the fall. As Duncan said, Its going to be an interesting and potentially strange year.

You bet.

Slaton l. White, Editor

2 Shot BuSineSS FEBRUARY/MARCH 2012

eDitor S note

SHB0212_EDN.indd 2 1/13/12 11:17 AM

When your eyes need to

be as sharp as your instincts.

This is the moment we work for.

// CoNquest HD Zeiss. iNNoVAtiVe siNCe 1846.

The new CONQUEST HD.

The new Carl Zeiss CONQUEST HD 8x42 and 10x42 binoculars are engineered with

uncompromising German precision. Their advanced high-definition lens system delivers top

performance with 90% light transmission, spectacular color fidelity and a wide field of view.

In fact, the 10x42 offers the widest in its class. The CONQUEST HD is designed to be compact,

lightweight and comfortable in the handsand built to ensure a lifetime of satisfaction. So

get ready to experience nature in a whole new dimension. zeiss.com/sports

BN_040172_SHB0312.indd 1 1/6/12 4:35 PM

39 OPTIONS!

The Buck CoMmandER crew

COmMaNDSAtTention.

THAtGEAr

Led by outdoor celebrity Willie Robertsonand a roster of Major League Baseball players and country music starsthis fun-loving group enjoys sharing the adrenaline rush of chasing monster whitetails.

Your customers are currently searching for this passionate and popular new gear.

PICTURED FROM LEFT TO RIGHT:

Luke Bryan, Jason Aldean, Adam LaRoche,

Willie Robertson, Tom Martin, Ryan Langerhans

TAKE ADVANTAGE. TAKE COMMAND!

Contact Dealer Services at (866) 223-9388.

BN_040059_SHB0312.indd 1 1/6/12 2:18 PM

This product is from sustainably managed forests and controlled sources.

february/march 2012 SHot BuSineSS 5

edited by john burgman

news br iefsnews promotions awards outreach

justin

appenzeller

Bits & Pieces

Aimpoint Partners with Southern

African Wildlife College aimpoint recently announced that the company has estab-lished a sponsor relationship with the southern african wildlife college in the limpopo province of south africa. the school offers for-mal training programs for regional wildlife and conserva-tion officers, and has trained more than 5,200 students since its inception. the support that aimpoint is

providing will help to facilitate the establishment of a newly created professional hunters (ph) training and certification course. the new program will accept its first group of stu-dents in june 2012.

Sokol Associates to Rep Otis in the

Great Lakes Region otis technology announced a new partnership with sokol associates to provide sales support for dealers, catalog customers, and distributors in the upper midwest and Great lakes regions. Based in oakdale, minnesota,

sokol has represented a num-ber of sporting goods brands for more than 30 years. the sokol team includes an active field sales staff to represent the brand within the territory, and will also represent otis at the store level. we are excited to take our

customer focus to the next level in this area of the coun-try, said otis vice president of sales & marketing, len nelson. this partnership will allow us to best deliver the sales excel-lence that our customers expect from otis.

Vanguards Big MoveIn 1986, an entrepreneur by the name of Anne Lee hit upon the notion of creating a company that would supply camera buffs with high-quality tripods. She secured a manufacturing facility in China, and by 1992 had established a Vanguard office in the United States and expanded the line to include monopods and ball heads. So, how did this photo-video accessory manufactur-er end up in the hunting business?

In 1997, an American rep who was an avid hunter suggested that we get into the outdoors industry, said Vanguard market-ing executive Jody Lamb. He told the company, You do such a great job with these tripods you really should be making shooting sticks. You could do a great job with that. The same goes for your hard cases for photo gear. You should be mak-ing bow and gun cases.

Lamb said the company did some market research and decided the outdoors industry would be a good fit; the following year, Vanguard began marketing private-label shooting sticks, tripods, and hard cases. A few years later, the company invested in a multi-million-dollar state-of-the-art optical-design facility and brought in an expert optical-engineering design team.

I think the most important thing we did was to put together a sales team of huntersNorth American hunterswho are involved in product development. I think that gives us a competitive advan-tage, because these are lifelong hunters who know what works and what doesnt.

Lee and her team also understood that Vanguards long-term success rested on its hard-won reputation for quality. The last thing the manufacturer wanted was to be perceived as just another low-cost, low-quality Asian import.

We spent several years determining what kind of glass and technology were needed to meet the needs of hunters, said Lamb. We knew that our products

needed to perform well in low-light condi-tions and in foul weather.

As just one example of the built-in quality that resulted from the companys research, Lamb cites the top-of-the line Endeavor ED 1042, which was introduced last year. This product features an ergo-nomic, open-bridge design for comfort-able use, a wide-angle view, BAK-4 roof prisms, an anti-reflection coating, a large focus adjustment wheel, and long eye relief. The magic behind its performance lies in the premium ED glass, which reduces color dispersion to provide high-resolution colors and clarity. And its waterproof and fogproof.

All for a suggested retail of $569. Even better, the street price is more like $399.

One big concern for independent retail-ers has for a long time been the extensive delivery time for imports. Lamb said that because Vanguard is the manufacturer, they are able to control quality and ensure reasonable delivery times, typically within 60 days, to their Michigan office. Vanguard maintains stocks of many of its productsespecially its opticsso delivery to dealers is fast. We know its important to get our products to the dealers as quickly as possi-ble, she said.

The top-of-the-line Endeavor 825 spotting scope sits on an Alta 263AT tripod fitted with the innovative GH-100 GPR (Grip, Position, Release) tripod head.

SHB0212_NEW.indd 5 1/13/12 12:48 PM

news br iefs

ATK Expands Its Digital ArsenalPut down that game controller and switch off Call of Duty: Modern Warfare 3. Even without first-person shooters, theres plenty of arms and ammunition in the digital space, and forward-thinking com-panies like ATK are only getting started.

Were doing a lot of different things in the digital space, said Reed Stoven, ATKs digital marketing manager. Hes laid out a comprehensive digital market-ing plan, engaging consumers in stores, on their mobile devicesand even their online hangouts.

On the social media side, weve got a presence on Facebook, on Twitter, on YouTube. Youre going to see some addi-tional presence coming up with Google+, he said. Were always keeping an eye out for the next big thing.

This, of course, is in addition to ATKs own social media, Federal Premiums Stormchasers Network, and Alliant Power and RCBSs Reloader Hub, two popular sites for waterfowlers and reloading enthusiasts. The sites reach 8,000 and 3,000 members, respectively.

With our digital program, we want to try not just something digital that stands on its own, said Stoven. We want to try to weave it in with our other marketing tactics. The QR code is a great example of that. The QR code is that odd black-and-white square you sometimes see in the cor-ner of advertisements. Scan it with a smartphone, and itll take you to extra con-tent, enhancing the adverting experience.

Its where the offline and the online world meet, said Stoven. What were doing is, weve employed QR codes on sev-eral of the Federal Premium ads, and it takes them to videos that are exclusive to the QR codes and gives them a reason to scan it. It doesnt bring them to a random landing page, or anything like that. Its a very specific experience for that QR code.

One such experience is the video clips Fusion Ammunition produced with UFC star Brock Lesnar. We wanted to create videos that were exclusive for the online space, said Stoven. We partnered with Brock in the past, and this year we wanted him to go on the prairie dog hunt. Thats our most successful video to date.

ATK is also reaching customers through their mobile devices. For example, theres

the Reloader Hub app, a reloading calcula-tor that lets reloaders see the money theyre saving when they compare their supplies to ammo prices. Our philosophy with apps is that we want to make sure its an exclusive experience as well, said Stoven. If some-ones taking the time to download that app, we want to make sure its really fantastic.

But apps arent the whole story. In the mobile space, were looking for new apps for 2012, but were also looking to make sure our websites are mobile-enabled, said Stoven. So wherever youre accessing FederalPremium.com, as an examplewhether its through your desktop comput-er, your iPhone, your iPad, or an Android tabletyoull have an experience that is built for that device, so youll never get stuck on anything thats a bad experience.

Other digital marketing takes the form of in-store kiosks, like Blackhawks holster selector. Its a web tool built for Blackhawk.com, that lets customers find the perfect holster for their handgun. Its something that the community was very excited about and wanted us to build, said Stoven. Its on the main Blackhawk site, of course, and was ported over to Blackhawks Facebook page as well. But with the in-store kiosks, the company also makes it easy for con-sumers to decide on the right holster when theyre ready to buy.

Thats kind of one of our defining philosophies, said Stoven. Were not try-ing to build these separate experiences dotted across the online landscape. No matter where that customer goeswhether its our Facebook page, online, or in the storetheyre going to be able to have this experience.

I think were seeing consumers becoming a lot more savvy, he said. Consumers are armed with a whole lot more information, and we want to be right there providing that information for them.

Were always trying to touch our consumer where theyre going to be, said Stoven. Whether thats in-store, whether its in print advertising, or, increasingly, online. We just want to make sure the online experience match-es what the consumer experiences in-store, or what they experience with print or television advertising.

CATALOG #64

WE NOW HAVE

AMMO!

PAGES 505-510

Source Code: DLD

brownells.com

800-741-0015

Everything you need to work on rifl es, shotguns, handgunsThe brands you know and trustAftermarket parts for customizing & upgradingPlus 160 pages of OEM parts Everything still 100% Guaranteed Period!

YOUR GATEWAY

TO ALL 50,000+

PRODUCTS FROM

THE BROWNELLS

FAMILY OF

COMPANIES

SHB0212_NEW.indd 6 1/13/12 12:48 PM

Winchester offers Hunters a Robust Lineup for the new Year Winchester Ammunition has kicked off 2012 with the launch of several new products for sportsmen, and it has also expanded many of its most trusted lines with new offerings.

Razorback XT, the worlds first line of cartridges designed specifically for wild hog hunt-ing, headlines its 2012 new hunting products from Winchester. Razorback XT will be offered in two popular sporting calibers.223 Rem. and .308 Win.

Razorback XT is creating a buzz because of rising wild hog populations in North America and the growing pop-ularity of hog hunting, said Brett Flaugher, Winchester Ammunitions vice president of marketing and sales.

Blind Side waterfowl ammu-nition hit store shelves in 2011 and immediately became the most innovative steel water-fowl load in Winchester histo-ry. HEX Shot pellets and the Diamond Cut Wad were pop-ular among waterfowlers, and in 2012, the Blind Side line will expand to include new shot sizes, a 2 3/4-inch shell for 12-gauges, and for the first time, a 20-gauge offering.

Big game hunters can be on the lookout for expanded offerings in centerfire rifle product lines. Power Core 95/5 is now available in sever-al new calibers for sportsmen who need a lead-free bullet at an economical price point.

Winchester also adds two new calibers to Power Max

Bonded for whitetail hunters, and is adding .204 Ruger in Ballistic Silvertip Lead-Freea lead-free cartridge for varmint hunters. Winchester is also

adding a cowboy-action car-tridge, .45-70 Govt, to its Super-Z line.

Winchesters new products for 2012 will

appeal to all segments of its consumer base.

A New Predator Stalks the WoodsYour senses detect movement in the distance, but all you see are trees, brushand cover. Until you look through your Steiner Predator Xtreme riflescope. Youscan the cover and.there!

Steiners unique CAT (Color Adjusted Transmission) lens coating technologyincreases the level and contrast and definition between game and their surround-ings. Browns and grays pop out of background foliage and shade making yourtarget easier to spot.

Features include the new Steiner Plex S1 reticle, interchangeable windage/elevation dials and rugged 30mm tubes. Available in 2.5x-10x-42mm,3x-12x-56mm and 4x-16x-50mm models.

4x-16x-50mm

A NEW ERA OF INNOVATION

www.steiner-binoculars.com

SHB0212_NEW.indd 7 1/13/12 12:49 PM

NEWS BR IEFS

Champion Double-Taps the Zombie MarketYou know the rules: Get your cardio. Limber up. And most important: Aim for the head, and double-tap. When the zom-bie apocalypse comes, you want to be ready. No sense in wasting ammo on body shots when the walkers come sham-bling your way.

If your customers are looking to get some practice in before the dead rise, Champion Traps and Targets new VisiColor Zombie Targets feature proprie-tary printing techniques for vivid, high-resolution imagery and realism.

These large paper targets with eight dif-ferent shooting scenarios deliver engaging practice options for all ages, and offer a new twist on the zombie craze that has been sweeping the nation.

The targets also provide instant feed-back. VisiColor technology indicates dif-ferent shot zones with different colors. Bright radiation green indicates hits to

zombie vital zones. Body shots deliver flu-orescent yellow reactions. Misses and acci-dental hits to hostages and background areas appear white. Shooters can blast these creepy characters back to the graveengaging practice in the backyard or at the range.

The targets are available in two 6-count (Attack and Hostage, $10.95) and 50-count (Door Breech and Street Attack, $66.95) packs. The targets are perfect for competitive shooting funand, like the undead, customers will keep coming back for more.

The VisiColor Zombie targets feature special technology that indicates differ-ent shot zones with different colorsa bright green indicates a hit to the vitals, while body shots appear as yellow.

New MTAC RiflescopesBurris offers an MTAC scope for any competitive

stage, combat situation or hunting application.

With an advanced optical system that is virtually

identical to ultra-premium scopes, MTAC rifle-

scope offer precision ground optical glass that

is index-matched and fully multi-coated with

HiLume for clear, sharp, high-resolution images.

In addition they offer:

Rugged 30mm Tubes

Up to 4 inches of Eye Relief

Rubber-Coated Eyepiece

Deep Relief, Ergonomic Power Ring

Available models:

1x-4x-24mm 1.5x-6x-40mm 3.5x-10x-42mm 4.5x-14-42mm 6.5x-20x-50mm

Ballistic CQ 5.56/7.62burrisoptics.com

G2B Mil-Dot

with matching

1/10 Mil Adjustments

SHB0212_NEW.indd 8 1/13/12 12:49 PM

Timney Offers Hands-Free TriggerAs an aftermarket trig-

ger manufacturer, Timney Triggers has a reputation for responding to custom-ers requests when it comes time to develop and market a new replace-ment trigger. But for the companys newest prod-ucta hands-free device that allows physically challenged shooters to engage their rifles triggerTimney president John Vehr made it personal.A close friends father

ended up in a wheelchair after a serious accident years ago, said Vehr. He was always super-out-doorsy, and even after the accident found a way to keep hunting. I helped him put Timney triggers in his

guns, and continued to lighten them up for him as the years have gone by and his hand muscles have deteriorated. Today, he barely has the ability to pull a one-pound trigger.With his friends trig-

gers set as light as possi-ble, Vehr started thinking about other ways to fire a rifle without the use of ones finger or hands. A chance meeting at a local gun range with another disabled shooter fanned the spark into a flame.I was sighting in a rifle

and the guy next to me asked me to go down-range to pick up his tar-get, said Vehr. Until then, I hadnt noticed his crutch-es. We got to talking about

shooting, and he men-tioned how the limited mobility in his fingers was affecting his accuracy. When I told him I was in the trigger business, it was like a light when off in both our heads.The man, Mike Amboy,

described coming up with a trigger activated by the mouth rather than your fingers. Vehr brought Amboy into the Timney Trigger shop and intro-duced him to Calvin Motley, Timneys director of product development. After a lengthy product development cycle, Vehr, Amboy, and Motley came up with a product that not only worked, but could be easily installed by people

with mobility issues.The Timney Hands-

Free Trigger, which was launched at the 2012 SHOT Show, bolts to the trigger guard of a Ruger 10/22 and utilizes a bite-device to engage an actu-ator lever that pulls the rifles trigger. A Universal Adapter Kit is available to fit rifles of any model and caliber, offering disabled shooters the versatility of moving the Hands-Free Trigger among all their firearms.For Vehr, the Hands-

Free Trigger is a way for Timney to deliver on its mission to enhance per-formance for shooters of all abilities.Everyone should have a

good trigger, said Vehr. David Draper

SHB0212_NEW.indd 9 1/13/12 12:49 PM

NEWS BR IEFS

Zeiss Optics Announces High-End Binocular Promotion for 2012 Carl Zeiss Sports Optics kicked off the new year with a promotion that gives consumers an opportunity to save hundreds of dollars on the companys Victory binocular line.

The promotion began on January 1, and will run until June 1, 2012. Zeiss is offering a $300 mail-in-rebate to consum-ers who purchase any Victory RF laser rangefinding binocular, available in 8x45, 10x45, 8x56, and 10x56 models. The Zeiss Victory RF has won Outdoor Life magazines Editors Choice award, and has received high marks from a number of other media outlets as well. The binocular features a Ballistic Information System (BIS) that provides correct holdover information for the shooters particular load.

Zeiss is also offering a $200 mail-in-rebate on its 7x42, 8x42, and 10x42 Victory FL binoculars during the same time frame. The Victory FL binoculars were the first sporting binoculars with fluoride glass, which subsequently

became an industry standard in the super-premium category. Over the years, the Victory FL binoculars have received Field

& Stream magazines Best of the Best award and Outdoor Life magazines Editors Choice, among other honors. We will continue to offer our cus-

tomers exceptional value and quality, said Michael A. Jensen, president of Carl Zeiss Sports Optics. Special pro-motions like these on our top-of-the-line products are a way to say thank you to the outdoors community, and they also give many more hunters and outdoors enthusiasts a chance to own Zeiss award-winning, super-pre-mium optics.

All rebate submissions must be com-pleted and postmarked within 30 days of the purchase date in order for cus-tomers to receive their rebate, which will be issued via an American Express Gift Card. Full promotion details are available at zeiss.com/sports.

The 8x42 Victory FL binocular is just one of the models that is eligible for a $200 mail-in rebate until June 1, 2012.

Americas Finest Handgun Grips

TACTICALTACTICALGRIP GLOVESGRIP GLOVES

TM

Palm SwellsEnhance Grip

Tactical Grip Gloves Also Available for: Glock Compact Series Springfield XD, XD(M) S&W M&P Series SIG P220, 226, 228, 229 S&W Sigma Glock 17,20,21,22,31,34,35,37 Beretta: 96 FS/D/G, 92 FS/D/G/SB/F CZ 75/85

For a catalog call 800-423-9704

or visit www.pachmayr.com

475 Smith St., Middletown, CT 06457

Fill Your Hand!Fill Your Hand!New Grip Gloves Transform Concealed Carry Models: Ruger LCP, Taurus TCP, Kel-Tec P-3AT & P32, S&W Bodyguard, Glock Subcompacts, and Ruger LC9

A Lyman Brand

Pachmayr

The secret is in the grips subtle palm swell.

Adding very little bulk to the tiny guns grip, it provides a remarkable improvement in handling. In addition to superior fit, Pachmayrs Decelerator material delivers recoil reduction and enhanced control unmatched by other slip-on brands. The proprietary material also provides the right flexibility to make installation a snap.No trimming, tearing or hard work is needed for a perfect fit.

SHB0212_NEW.indd 10 1/13/12 12:50 PM

On the Move New and noteworthy hirings and promotions in the industry

Terry SniderClothing-maker 180s recently hired Terry Snider as vice presi-dent of sales. Snider, a sales veteran of 20 years, previously served as director of sales for Kozy Shack Enterprises, and senior vice president of sales for the OneCare Company, supporting brands including Clorox, Febreze, and Downy.

Robin LeongIn December, Columbia River Knife & Tool named Robin Leong to the position of vice president of engineer-ing and product devel-opment. In his new position, Leong will monitor quality levels and cost controls, as well as help to ensure that the companys overall product line continues its course of growth and innovation.

Jason SchmadererSwanson Russell recently promoted Jason Schmaderer to vice president/account supervisor. Schmaderer began his career with Swanson Russell in 1998 as a public rela-tions writer, and was quickly promoted to public relations asso-ciate and later to pub-lic relations counsel.

Chiappa Releases S&W Revolver Chiappa Firearms debuted its new Rhino Revolvera .40 S&W caliber handgunat the 2012 SHOT Show in Las Vegas.

The Rhino Revolver is designed to fire from the bottom chamber of the cylin-der, which results in less recoil and affords accurate, quick firing if so desired by the shooter.

The new .40-caliber Chiappa Revolver utilizes full-moon clips to hold the rimless

.40-caliber rounds. In addition to the handgun, Chiappa

also showcased a number of new and forthcoming firearms at its SHOT Show booth, including a number of .45-70 Series rifles, M9-22, Hi-Points Firearms, and the Tuff1 Slip On Grip covers, which utilize a proprietary formula for a gun grip that fits on nearly every polymer-handled firearm on the market.

.40-Caliber SpecificationsCALIBER: .40 S&W semi-auto round; five moon clips come with each revolver BARREL LENGTHS: 2-, 4-, 5-, and 6-inch BASIC WEIGHT: 25 ounces, with the 4-inch barrel

FRAME: Ergal (aluminum alloy), cylinder, barrel, and internal parts 4140 alloy steelMETAL FINISH: Blued STOCKS: Composite rubber or wood SRP: 2-inch, $839; 4-inch, $929; 5-inch, $949; 6-inch, $989

RECONSeries

With VAC

OPTI-LOGIC.com

1-888-OPTILOG

HUNTING GETS

TACTICAL

Made In the USA

Rugged, Military-inspired construction in a light weight, compact design 1,000+ yard ranging ability

Uses Opti-Logics patented VAC Ballistic Compensating Technology

Exceptional optical quality

Affordably priced

SHB0212_NEW.indd 11 1/13/12 12:50 PM

news br iefs

HPR Ammunition Storms the Firearms and Hunting Industry in 2012 with High Performance AmmoPayson, Arizonabased HPR (High Precision Range) has been distributing ammunition regionally for the last 18 months, but recently decided to step out on the national scene. The company has offi-cially opened its doors to national distribution, although production will con-tinue to be based in Arizona.

As has been the case in its regional past, HPRs factory will meet SAAMI Specs, and all production will continue to be directly handled by ammunition technicians and quality control inspectors led by the companys own engineering staff.

With a team of design engi-neers, HPR recently built a manufacturing plant that

includes an art test lab per SAAMI specifications, utilizing testing equipment from Oehler Research and PCB Piezontronics.

The company also hand-inspects and hand-packages all its ammunition, and aims to be one of the major players in the commercially produced ammunition game in the com-ing year and beyond.

HPR currently produces ammunition in a number of calibers, including .223 Remington, .223 V-Max, 10mm Auto, 10mm Auto XTP, .380 Auto, .380 Auto XTP, .38 Special, .38 Special XTP .40 S&W, .40 S&W XTP, .45 Auto, .45 Auto XTP, 9mm Luger, and 9mm XTP.

HPR ammunition that will now be distributed nationally include .223 Remington, .223 V-Max, .380 Auto, and .38 Special.

SHB0212_NEW.indd 12 1/13/12 12:51 PM


Taurus Announces Availability of 22/25 PLY Pocket PistolTaurus recently released two new hand-guns designed primarily for concealed-car-ry. The 22PLY and 25PLY, in polymer frames, make already light guns into super-light firearms that weigh 10.8 ounc-es. Both models feature a blowback action and tip-up barrel design for the added convenience of not having to rack the gun before shooting.

Reverse fish-scale serrations on the slide add to the sleek look of the gun,

while an extended magazine base and full-body contouring provides a larger, improved, and more comfortable grip. The trigger guard is designed for added finger purchases. Both models magazine releases are located on the trigger guard for quick changes. For safety, Taurus has incorporated the magazine disconnect and a manual safety on both the 22PLY and 25PLY.

22/25 PLY SPECS CALiber: .22 LR or .25 ACP ACTiOn: DAOfrAMe: Polymer with steel insertsbArreL: Tip-up barrel (for convenience and safety)finisH: Matte black or stainless steelsiGHTs: Front/rear; fixedweiGHT: 10.8 ouncesCAPACiTY: 8+1 (.22 LR) or 9+1 (.25 ACP)OVerALL LenGTH: 4.8 inchesGriPs: Polymer

Bushnell Expands Its No-Risk, Money-Back Guarantee Bushnell Outdoor Products recently expanded its Bulletproof Guarantee to include several leading lines of binocu-lars, riflescopes, and spotting scopes, as well as the companys entire line of hunt-ing laser rangefinders.

Originally introduced with the Legend Ultra HD binocular product line in 2011, Bushnell guaranteed that if customers were not completely satisfied with the product, the company would buy it back no questions askedfor up to one year

from the original date of purchase. For 2012, Bushnell has expanded the Bulletproof Guarantee to cover the Elite, Excursion EX, Legacy WP, Legend Ultra HD, and Trophy XLT families of binocu-lars; Elite, Legend Ultra HD, and Trophy XLT families of riflescopes and spotting scopes; and all hunting laser rangefinders.

At Bushnell, performance is everything, and our new Bulletproof Guarantee lets consumers validate that firsthand, said Phil Gyori, Bushnell Outdoor Products executive vice president of marketing. Consumers have trusted Bushnell to deliver quality and dependable products for more than 60 years. Now they can try Bushnell risk-free, knowing that we are so confident in our products we stand behind them 100 percent.

Parabellum Signs With Laura BurgessParabellum Armament Company recently announced that it has signed Laura Burgess Marketing to promote its brand, market new products, and pro-vide writer support.Parabellum designed and

patented the AK Adaptive Rail System (AKARS), a rifle-mounted upgraded rail system that replaced the traditional rear sight and receiver bolt cover on the Kalashnikov rifle, 1947 model (AK-47), and its variants. The AKARS upgrade eliminates traditional AK limita-tions and provides better accu-racy by allowing the user to mount weapon optics and lasers using the 1913 Picatinny rail design. The AKARS 3-finger hinge system provides a solid foundation that eliminates any side-to-side movement and guarantees a return to zero, even after extensive firing.The AKARS can be disen-

gaged by the release button located on the systems top cover mount, allowing for regu-lar maintenance without the use of tools. Even when disen-gaged, the optic can remain mounted. The patented hinge system has two safety tabs that prevent the optic-mounted rail system from hitting the hand-guard in front of the mount.Laura Burgess Marketing will

be providing Parabellum with public relations, marketing, advertising, social media, and writer relations. Parabellum, which is based in Cincinnati, Ohio, and focuses exclusively on USA-made tactical gear and accessories, is owned and oper-ated by combat veterans. The company was in attendance at the 2012 SHOT Show in January.

With Bushnells no-risk, money-back guarantee, consumers are free to return binoculars that dont meet their performance needs.

SHB0212_NEW.indd 13 1/13/12 12:51 PM

14 SHOT BUSINESS FEBRUARY/MARCH 2012

news br iefs

Flextone Gets Electronic with Echo HD 80 Call Flextone Game Calls recently introduced its new Echo HD 80 electronic call. The Echo HD 80 is a more advanced electronic call than other models, with fea-tures designed to make more realistic animal sounds.

True to its name, the Echo HD 80 comes pre-loaded with 80 high-definition calls and is programmable to give the user multiple hunting scenarios. Pre-loaded categories include bear, bird distress, bobcat, cougar, coyote, crow, elk, fox, hog, moose, owl, prairie dog, rabbit, raccoon, snow goose, squir-rel, turkey, whitetail deer, and wolf.

The Echo HD 80 features a large backlit LCD screen with two non-distortion speakers that spin 360 degrees, giving a natural sound. The handheld remote activation is included for ease of setup, and can be activated up to 300 yards away. The handheld remote comes with a docking station in the base unit for recharging. Like the original Echo HD and the handheld trigger-activated Mimic HD, the Echo HD 80 is water-resistant and rubber-coated to increase practicality in a number of weather conditions.

ECHO HD 80 FEATURES: Large backlit programming LCD 2 multi-directional speakers Remote-control activation Rubber coating Unit- and remote-activated calls Pre-loaded with 80 animal calls Weighs 3 pounds

Leupold Offers Customized Dials with Riflescope Purchase Leupold has launched a program to give back to customers who purchase their rifle-scopes in the new year. In a program that began in January and continues until April 1, 2012, the company is offering consumers two customized adjustment dials ($100 value) with the purchase of VX-2, VX-3, VX-3L, VX-R, or VX-6 riflescopes.

Leupold has significantly increased the number of riflescope models available with the VX customized dials system (CDS) in 2012, responding to demand from hunters and shooters seeking to maximize accuracy at longer ranges. The CDS system helps users get on target at ranges out to 600 yards, with any load, by matching their riflescope to the ballistics of their

ammunition. Matched to specific ballistics information provided by the user, the cus-tom adjustment allows a shooter to quick-ly dial the elevation to different sight-in ranges. The dials change out easily, allow-ing flexibility with different loads and cali-bers. CDS has precision -MOA click

increment finger adjustments, and there are no adjustment covers to lose.

More details on the CDS system can be found at leupold.com/VX-3CDS. Visitors to this microsite will find educational graphics, as well as an overview of how the system works and its benefits.

Leupold VX CDS riflescopes can be found at more than 2,000 certified Golden Ring dealers, and at major retail outlets, including Cabelas, Gander Mountain, Bass Pro Shops, Dicks Sporting Goods, Academy Sports + Outdoors, and Scheels.

Leupolds customized dials coincide with the industry trend of increased

accuracy at greater distances.

Safarilands Online HolstersSafariland has come up with an easy way for consumers to select the proper holster fit from among the wide selection of Safariland and Bianchi holsters. With the companys new

online Holster Finder applica-tion, website users select the firearm type, choose the firearm manufacturer, and then select the gun model. Once the gun is selected, users can scroll through all holsters offered, or further narrow down the selec-tion by choosing a type (tacti-cal, concealment, etc.). Once the desired holster is found, users click on the Details tab to see more information about the base holster model, including the various configurations in which it can be purchased. The Finder can be used via

safariland.com, safariland.com/dutygear, holsters.com, and bianchi-intl.com.

SHB0212_NEW.indd 14 1/13/12 12:51 PM

BN_039754_SHB0312.indd 1 1/12/12 10:29 AM

The New Fiocchi of America Cowboy Ammo is here. Distinctively packaged in

aged boxes, the SASS approved Cowboy

Loads are now available in 32 S&W Long,

38 S&W Short, 38 Special, 357 Magnum,

44 Special, 44-40 & 45 Colt. More calibers

to come in 2012.

Cowboy Loads

For the Fiocchi dealer near you, Call 417.449.1043 / visit www.fiocchiusa.com

Since 1876

BN_034074_SHB0911.indd 1 7/6/11 11:06 AM

Fighting for Your RightsNSSF is ever vigilant on the governmental front

T he National Shooting Sports Foundation (NSSF) has had an extremely busy year fighting for the rights of industry mem-bers. NSSF has thwarted attacks on traditional ammunitionthat is, ammunition with a lead componentchampioned legislation to protect and preserve hunting and shooting sports, and has been involved in several lawsuits challenging government regulations attempting to restrict NSSF members from freely engaging in the lawful commerce of firearms, which is their business and livelihood.

Thanks to NSSF, efforts by the Center for Biological Diversity (CBD) and other anti-hunting groups to ban the use of tradi-tional ammunition were rejected with a one-two punch, first by the Environmental Protection Agency (EPA) and then by a federal court. Congress spoke loud and clear 35 years ago when it passed the Toxic Substances Control Act (TSCA), which specifically exempted ammunition from regulation by the EPA. Unable to con-vince EPA officials that the agency had authority to regulate lead components of ammunition, the CBD sued the EPA in fed-eral court to force its hand (Center for Biological Diversity v. Jackson). NSSF quickly intervened in the lawsuit and wasted no time in successfully persuading the court to dismiss CBDs case.

To prevent future attacks on the rights of sportsmen to use the ammunition of their choice, NSSF is championing a feder-al bill to clarify the longstanding exemp-tion of ammunition and ammunition components under TSCA. Known as the Hunting, Fishing, and Recreational Shooting Sports Protection Act (S. 838 and H.R.1558), the bill has tremendous bi-partisan support in both the U.S. House of Representatives and the Senate, with 159 House and 27 Senate co-sponsors.

Last July, the Bureau of Alcohol, Tobacco, Firearms, and Explosives (ATF) sent a demand letter to 8,700 federal fire-arms licensees (FFLs), including law-abid-ing NSSF members, located in Texas, New Mexico, Arizona, and California demand-ing them to record and report multiple sales of certain semi-automatic rifles. Because the ATF exceeded the authority Congress has granted it, NSSF filed a feder-al lawsuit (NSSF v. Jones) to block the ATF

from imposing this new regulation because it was the proverbial slippery slope. As of press time, the court has yet to rule on the NSSF lawsuit. NSSF filed this lawsuit because if ATF can require this informa-tion from these dealers, then ATF would be able to require reporting of any infor-mation it wants from any licensee simply by sending a letter demanding the informa-tion. Congressional leaders agreed with NSSF and in April offered an amendment that passed the House by a wide bi-partisan margin that would restrain ATF from exceeding its authority. Unfortunately, the Senate failed to move the bill. Several bills aimed at restraining ATFs overreach were introduced.

In November, the mainstream media reported that internal ATF e-mails from 2010 showed that some officials planned to use rifles sold by retailers cooperating with the ATF in its flawed Fast and Furious operation to justify ATFs new multiple-sales reporting requirements.

NSSF has also filed numerous amicus curiae, or friend of the court, briefs in federal and state appellate courts this past year to protect the industrys commercial interests.

In a case before the Ohio Supreme Court in late 2011 (Cleveland v. Ohio), NSSF successfully fought to uphold Ohios fire-arms pre-emption statute. If Ohios pre-emption statute were not upheld, firearms ordinances adopted by the City of Cleveland and other Ohio municipalities would have resulted in a complex patch-work of different restrictions that would have been unevenly enforced from one jurisdiction to another.

In a case pending before the Illinois Supreme Court (Wilson v. Cook County),

NSSF is supporting a challenge to Cook Countys broad and sweeping assault-weap-ons ordinance banning the manufacture, sale, and possession of several popular class-es of semi-automatic firearms, including commonly owned and used modern sport-ing rifles (MSRs), simply because of their cosmetic features. In its amicus brief, NSSF provided information from its MSR Comprehensive Consumer Report to edu-cate the court about MSRs and their owners and the lawful purposes for which MSRs are commonly and widely usedhunting, tar-get shooting, collecting, and self defense.

In a case pending before the U.S. Fifth Circuit Court of Appeals (Jennings v. BATFE), NSSF is supporting a lawsuit seek-ing to overturn federal restrictions on the purchase of handguns by 18- to 20-year-olds. Individuals of this age are considered adults for virtually every other purpose, so they should also be able to purchase hand-guns from licensed firearms retailers.

NSSF members provide lawful com-merce in firearms that makes the exercise of an individuals constitutional right to keep and bear arms possible. Whenever the rights of its members to engage in their business and livelihood are threatened, NSSF will take action to defend these rights. Editors Note: NSSF associate general coun-sel Jeff Yue and manager, government rela-tions, Ryan Cleckner contributed to the preparation of this article.

FROM THE NSSF

Lawrence G. KeaneSenior Vice President &General Counsel, NSSF


UPDATEBY LAWRENCE G. KEANE , NSSF SR . V.P. AND GENERAL COUNSEL

SHB0212_NSL.indd 17 1/13/12 1:02 PM

18 Shot BuSineSS february/march 2012

from the nssfupdate

Firearms industry, nation Celebrate A Conservation Milestone Following the 50th anniversary in 2011 of the National Shooting Sports Foundation comes another highly significant milestone in 2012: the 75th anniversary of what is arguably the most important event in the preservation and conserva-tion of American wildlife and the ability to sustain hunting as part of the nations heritage.In 1937, the passage of historic

legislationthe Pittman-Robertson Wildlife Restoration Act (P-R Act)fostered partnerships among the sporting arms industry, federal and state wildlife and fisheries agencies, conservation groups, and sports-men to benefit wildlife. It has been

key to implementing the North American Model of Wildlife Conservation. In 1950, the Federal Aid in Sport Fish Restoration Act

(now the Dingell-Johnson Sport Fish Restoration Act) was enacted, and, together, the Wildlife and Sport Fish Restoration program has contributed more than $12 billion to wildlife and fisheries conservation

in the U.S.more than any other single conservation effort.The P-R Act alone, which

requires an excise tax on firearms and ammunitiona concept that was suggested and self-imposed by the industryhas provided more than $7.2 billion to wildlife management.NSSF, which provided space in

the NSSF Press Room at the SHOT Show to promote this anniversary, urges members to incorporate the special Pittman-Robertson logo along with a note of appreciation for the program on their websites and in their communications and other materials.

Hunting Statistics Bear Out The Safety of HuntingThe National Shooting Sports Foundation has compiled data that shows hunting ranks third in safety when compared to 28 other recreational pursuits, ranging from baseball to wres-tling. Hunting with firearms has an injury rate of 0.05 per-cent, which equates to about 1 injury per 2,000 participants, a safety level bettered only by camping (.01 percent) and bil-liards (.02 percent). For com-parison, golf has an injury rate of 0.16 percent (1 injury per 622 participants), while tackle football topped the list of activities, with an injury rate of 5.27 percent (1 injury per 19 participants).

Many people have the mis-conception that hunting is unsafe, but the data tells a dif-ferent story, said Jim Curcuruto, NSSFs director of industry research and analysis. Hunter education classes that

emphasize the basic rules of firearms safety and a culture of hunters helping fellow hunters practice safe firearms handling in the field are responsible for this good record.

The number of hunters who went afield last year is estimated at 16.3 million. Of that total, approximately 8,122 sustained injuries, or 50 per 100,000 participants. The vast majority of hunting acci-dentsmore than 6,600were treestand-related. Though recent accurate figures on fatalities related to hunting are

not available, statistics from 2002 show 99 fatal hunting accidents.

The injury data NSSF used to compile this hunter-safety report comes from the National Electronic Injury Surveillance System of the Consumer Products Safety Commission 2010 and the International Hunter Education Associations Hunter Incident Clearinghouse. Activity participation figures are from the National Sporting Goods Association Sports Participation in 2010 report.

TO puT HunTingS SafeTy STanding in perSpecTive, cOmpared TO wHile HunTing, a perSOn iS

11 times more likely to be injured playing volleyball

19 times more likely to be injured snowboarding

25 times more likely to be injured

cheerleading or bicycle riding 34 times more likely to be injured playing soccer or skateboarding

105 more times likely to be injured playing tackle football

Hunting ranks third in safety when compared to 28 other recreational pursuits.

SHD0212_NSF.indd 18 1/13/12 1:34 PM

2012 National Shooting Sports Foundation, Inc. All Rights Reserved. SHOT Business, SHOT Show and all other trade names, trademarks and service marks of the National Shooting Sports Foundation appearing in this publication are the sole property of the Foundation and may not be used without the Foundations prior express written permis-sion. All other company and product names are trademarks or registered trademarks of their respective owners.

february/march 2012 Shot BuSineSS 19

nSSF Website, Literature Are in DemandThe value of NSSFs communications vehicles was reflected in 2011 by the demand from industry, media, and hunt-ing and shooting sports com-munity. NSSFs websitenssf .orgreceived more than 5 million visits in 2011.

Requests for nine publica-tions and DVDs, which addressed conservation, hunt-ing ethics, and firearms safe-ty, averaged more than 186,000 per month, or nearly 2.25 million for the year.

The quality of communi-cations vehicles was recog-nized with several awards in 2011.

NSSFs 50th anniversary video received the Apex Award of Excellence and a Bronze Telly. Its Annual Review, which included a DVD of the 50th anniversary

video, earned the PR News Nonprofit PR Awards top prize for in the annual bro-chure or publication category. The elec-

tronic weekly Bullet Points captured an APEX Grand Award of Excellence, and the NSSF was a finalist in several other PR News Nonprofit cat-egories. Among those receiv-ing honorable mentions were NSSFs Hunting Works for America initiative (Advocacy Campaign and Public Affairs/Issues Management categories) and Bullet Points (Digital PR & Marketing).

Mark Thomas (pictured), NSSF manag-ing director of marketing communica-tions, was runner-up in PR News Nonprofit Publication category for PR Marketing Communicator of the Year.

pull the Trigger Hits its mark

In 2011, in its the first full year of develop-men, the electronic newsletter Pull the Trigger was distributed to more than 1 million readers, including a mailing list of more than 900,000 provided by GunBroker.com.

NSSF aims this monthly communica-tion at getting new and lapsed shooters and hunters to do just what the name

says: pull the trigger. Most of the helpful items are linked to videos that bring the words and concepts of the shooting sports to life.

Pull the Trigger is an innovative NSSF program designed to motivate new and existing shooters to go afield or to the range, said Steve Sanetti, NSSF president and chief executive officer. From what we are seeing in terms of readers and their comments, it is accomplishing its mission, and we encourage you to not only read it but also help distribute its content.

For a free subscription, go to nssf.org/enewsletters/. Members and others who disseminate information on hunting and the shooting sports are encouraged to reproduce content from Pull the Trigger in their own communications vehicles.

In its first full year of development, Pull the Trigger was distributed to more than 1 million readers.

2011 Record Year for nSSF MembershipIn 2011, membership in the National Shooting Sports Foundation, the trade associa-tion of the firearms, ammuni-tion, hunting, and shooting sports industry, rose to an all-time high, nearing 7,000. That means NSSFs member-ship has doubled in less than five years.Voting Membership, made up

of the NSSFs most financially supportive members, was bol-stered with the addition of more than a dozen new compa-nies that stepped up to assume that highly respected and appreciated status.Membership is made up of

manufacturers, distributors, firearms retailers, shooting ranges, sportsmens organiza-tions, and publishers.With every member adding a

key building block to the indus-trys foundation, NSSF has assumed a position of strength perhaps unparalleled in its 50-year history, said Steve Sanetti, NSSF president and chief executive officer.

The number of NSSF members in 2012 now exceeds 7,000, meaning its membership has doubled in less than five years.

SHD0212_NSF.indd 19 1/13/12 1:34 PM

You Should Know

Take Your Initial Shot at First ShotsNSSFs introductory program is a proven winner

T he time is approximately 8:38 a.m., and people are starting to roll in for a 9:00 class. They wonder if they are in the right place as they check in. They are assured they are. The silence is deafening. Why so tense?

At 9 a.m., the instructor stands at the front of the room and states, Welcome to First Shots!

For someone unfamiliar with the shoot-ing sports, a firearm can be a mysterious toollike any other tool for which the user doesnt have proper education and training.

First Shots was designed as a way for member ranges to create opportunities for new shooters to visit their facilities, learn about firearm safety and fundamen-tals, safe storage and use, and ownership regulations, and then shoot in a closely

supervised, unintimidating atmosphere. They learn about the shooting sports and, hopefully, take their first step toward life-long participation.

Currently First Shots is on a nationwide city tour. What we learned from our first stop in Chicago, Illinois, and Madison, Wisconsin, is that people want to be edu-cated about firearms and the shooting sports. The problem is that they dont know where to go or how to get started. All five of the Chicago area ranges were full by the second week registration was opened. The three ranges in Madison were full not long after. We are anticipating the same as we move next to Sacramento, California, and Miami, Florida, on March 3. You, however, can plan a First Shots anytime.

First Shots provides an opportunity for

someone to try the shooting sports without making a financial commitment. Customer participation is free. The classes are short, taking only three hours out of their day. What might have been apprehension becomes fun.

After they take their first shots at your range, you will have created loyalty in these new shooters. They will want to come back to your range to shoot with you, because you will become their men-tor, and they will seek you out for advice, classes, equipment, and supplies.

Six-month follow-up surveys of First Shots participants show that 43 percent have returned to the host range an aver-age of six times, 56 percent have met local requirements for handgun ownership, and 49 percent have purchased an average of $560 of equipment.

NSSF offers a great deal of assistance in planning and hosting a First Shots event. The easy-to-use reference guide helps in every step of the planning phase of the event. A PowerPoint presentation is avail-able to assist with the classroom portion. NSSF provides targets, ammunition, and safety brochures, as well as funding for cooperative advertising. NSSF will reim-burse 50 percent of a shooting facilitys advertising costs, up to $3,000. The NSSF graphics team will create camera-ready ads

for print publications. We have television and radio spots designed to get the atten-tion of prospective participants and direct them to your range. And if questions come up, as manager of First Shots, I am just a phone call or e-mail away.

Hosting a First Shots event will take less time to plan and execute than trying to pack for a hunting trip. Each class is approximately three hours long. That is 90 minutes in the classroom and another 90 minutes on the range. This short time period allows you to host multiple events in one day to maximize your time, prepa-ration, and advertising costs.

By hosting a First Shots event you are not only providing an opportunity for someone to give the shooting sports a try, but you are also helping to influence new-comers who may not have had an opinion on gun control. When new shooters see a program like First Shots and us as an indus-try promoting safe and responsible fire-arms ownership and usage, they are able to view the firearms industry in a different light from what is shown on television and in mass media. It is not an overstatement to say participation as a host of a First Shots event can help secure our Second Amendment right to keep and bear arms.

By the end of the First Shots event, the room is no longer quiet. Folks have been high-fiving at the range, and once back in the classroom, smiles are beaming and eyes are brighter. The tension is gone. The apprehension has been replaced with laughter, camaraderie, and confidence. They will be back to shoot again.

Learn more about hosting a First Shots event at nssf.org/FirstShots.

First Shots was designed as a way for member ranges to create opportunities for new shooters to learn about the shooting sports and take a step toward lifelong participation.


BY T ISMA JUETT, MANAGER , F IRST SHOTSupdate

SHB0212_YSK.indd 20 1/13/12 4:20 PM


UPDATEBY GEORGE ROMANOFF, PRESIDENT, ACE SPORTING GOODS, WASHINGTON, PA

FROM MY S IDE OF THE COUNTER

Retailer Education SeminarsA free program that, in many ways, helps an FFL do business

Editors Note: With this article, SHOT Business begins a new series, From My Side of the Counter, which will featurearticles on services and issues of importance to the firearms retailer. The articles will be written by members of the NSSF Retailer Advisory Committee and other guest authors.

Id read several articles about the National Shooting Sports Foundations Retailer Education Seminars. NSSF would post the results in its Bullet Points e-newsletter about where the seminars were held and the subject matter that was covered. At last, I received an invitation to one of these seminars in the mail. As I read the invitation, it became very clear to me that this was one seminar I could not afford to miss.

One of the reasons that I couldnt afford to miss it was that it was free! The

seminar was being held about 50 minutes away from my store in Pittsburgh. The hotel that they had chosen was perfect as it was very easy to find and there was ample parking for the event.

When I got there that day, I was very surprised. More than 110 other firearms retailers were there for the very same rea-sons I was. I was greeted at the door and signed the registration form. As I entered the room, my competitive side of the business went out the door. Today we

were all there to meet the NSSF, ATF, and NICS.

The half-day seminar began promptly at 1 p.m. Introductions of the presenters was the first thing on the agenda, and from there the seminar was in high gear. The first speaker, a representative of the local ATF office, spoke to the group about the top 10 instances where firearms retail-ers struggle with compliance. Some of the reasons listed were improperly filling out the 4473 form and making recording errors in the A&D book.

The seminar presenters also covered other subject areas. For example, one speaker emphasized that proper inventory procedure at the store level is critical to your business. Multiple-gun sales forms and lost or stolen firearms procedures were also covered in great detail. I did a lot of note-taking through-out the day.

One of the other speakers was from NICS. The presentation was very informative for the retailers. I learned in

detail the background check procedure and the E-Check process.

In addition, the NICS presenter provid-ed information on how to deal with cus-tomers who are denied due to the back-ground check and how to work through the appeal process. NICS also went into detail about the Non-U.S. Citizens back-ground check process and what the stores must do in these situations.

A representative from the National Shooting Sports Foundation was there, too. The NSSF representative spoke to the retail group about the accomplishments of NSSF over the past year. In addition, he outlined all of the benefits of being a member of NSSF.

The benefits that NSSF has set up for the retailers are incredible. My member-ship dues are only $150. One of the many benefits for retailers is NSSFs ATF consul-tant program. NSSF has contracted with a former ATF deputy assistant director to come to your store and train the store personnel for compliance. Based on the testimonials from the other retailers who have taken advantage of this training, if I availed myself of this consultation, Id be well prepared for the ATF if I were ever to receive an audit.

At the end of the day I left the seminar with a pad full of notes, answers to what had been, up to then, nagging questions, and a renewed motivation to get back to my store and implement many of the things I had learned.

I scheduled a store meeting with all of my employees the very next day after the seminar. It got them excited to execute the ideas that I had brought home with me.

More than 110 other fi rearms retailers were at the seminar for the very same reasons I was. I was greeted at the door, and as I entered the room, my competitive side of the business went out the door. Today, we were all there to meet the NSSF, ATF, and NICS.

SHB0211_MYS.indd 21 1/13/12 12:57 PM

22 SHOT BUSINESS MONTH 2010

FIRST SHOTS CREATES NEW SHOOTERSAND CUSTOMERS

NSSF DELIVERS VALUE

Promoting the great American tradition of hunting and shooting is what the National Shooting Sports Foundation is all about. For our members, its more than a sport; its a way of life. Join the more than 7,000 companies and individuals who have already discovered that NSSF Delivers Value! To learn more, visit www.nssf.org/join or contact Bettyjane Swann, NSSF director of member services, at 203-426-1320 or [email protected].

NONE MEMBERS EXPERIENCE

Member: Michael Barbour, presidentBusiness: Top Gun Shooting Sports Inc. Taylor, Michigan

Description of Business: Top Gun Shooting Sports Inc. is a successful shooting range and retail store in the heart of southeastern Michigan. We supply everything from tactical to practical for beginners to First Responders. One of our continuing goals is to provide top-rate customer service to all that enter our doors. We treat every

customer equally and with the utmost respect. Top Gun Shooting Sports provides its customers with the tools and accessories they need. For more information please visit tgssinc.com.

Experience with First Shots: We hold First Shots at least once a month, with a maximum of 20 students. Our First Shots classes are always full and booked two months in advance. That means 20 guaranteed new shooters in our store every month. We give them an additional hour of free range time, which turns into new customers buying ammunition and renting guns. We see approximately 25 percent of the students who take First Shots continuing on with a basic handgun course and a concealed-carry course and then buying an annual membership. The First Shots program is unique in that it turns non-shooters into shooters and, with a minimum of effort, expands my customer base. All ranges should take advantage of this no-brainer opportunity to grow both the shooting sports and their customer base.

Value of NSSF Membership: The NSSF provides us with a great many tools that help our facility sell, promote, and protect the shooting sports. Many of these tools simply make doing our jobs easier. The NSSF helps keep us informed on new products through the wonderful opportunity that the SHOT Show offers as well as what is happening in the global industry of firearms. Support like this is very valuable and appreciated by Top Gun Shooting Sports Inc.

Interested in NSSF Membership?

NSSFs First Shots seminar is a proven means of introducing first-time shooters to firearms safety and the shooting sports. This combination of classroom discussion on firearms fundamentals, safety, and ownership laws, along with a closely supervised live-firing opportunity, brought 5,000 new shooters to partner ranges in 2011and studies show that many returned for more instruction and shooting opportunities. The NSSF provides tremendous support to member ranges wishing to host a First Shots. For more information, visit firstshots.org, or contact Tisma Juett, NSSF First Shots manager, at [email protected].

Michael Barbour

WWW.NSSF.ORG

SHB0212_DEL.indd 22 1/13/12 1:40 PM

1 - 5 x 2 4 m m T A C T I C A L

I L L U M I N A T E D C I R T( C l o s e - I n t e r m e d i a t e R a n g e T a c t i c a l )

3-Gun competition shooting has it all: action, challenge and nerves of steel. Shoot your way to the top with Weaver Tactical scopes. From true one power magnifi cation that allows the shooter to keep both eyes open to fi rst focal plane reticles that give precise aiming at all power ranges, Weaver Tactical scopes are game-changing optics. Two spare battery compartments also guarantee your path to the 3-Gun podium is always illuminated. Weaver Tacticaldependable gear designed for fast times and winning shots.

www.weaveroptics.comContact Dealer Services at (866) 223-9388.

T O U G H S H O T S . R O U G H P L A C E S .

BN_040058_SHB0312.indd 1 1/6/12 2:17 PM


by scoTT besTulFY I

Vital Signs Retailers from across the country tell us what sold in 2011 and their outlook for 2012

I ts tough to sugarcoat the general state of the U.S. economy, but retailers in the shooting sports are reporting a stellar year in 2011. I called the owners of six shops around the country and asked them what their strong sellers were from last season and the hot-ticket items they were anticipating for the coming months. Here are their responses.

RIchaRd SpRague, SpRague SpoRtIng goodS, Yuma, aZ: I expected the wheels to fall off the MSR craze in 09, and I was just dead wrong. The Smith & Wesson Sport 15 was a great seller for us last yearit was a quality gun at a good price point with a strong war-ranty. We also saw a big surge in other tac-tical and self-defense lines, and we sold a bunch of suppressors and silencers. Most important for us, we enjoyed double-digit growth in our range use, which in turn drove gun and ammo sales. The two go hand-in-hand.

JaSon gIlbeRt, gIlbeRtS gunS, FRankFoRt, kY: We had two days in December when we broke single-day sales records, and those were high-volume marks

to crack. Our handgun sales have grown every year for the last 20 years. We had a great run on the anniversary of the 1911 and on self-defense guns like the S&W Bodyguard. We also sold a lot of bolt guns in the $300 to $400 price rangemodels like the Marlin XL7, the Ruger America, and the Savage Axis. I think 2012 will be another great year for tactical guns.

glenn duncan, duncanS outdooR Shop, baY cItY, mI: We just ended a fantastic year, and our December was the best ever. We stuck a 15-percent-off coupon in a flier and it just brought a huge response. We sold 130 used handguns in one month, and any time I get a bunch of used guns off the shelf Im happy. We saw very little traffic

in the high-end-rifle market. That said, anything that was a good product but eco-nomicallike the Marlinssold very well. That trend carried over into safes; people wanted a sturdy, fire-lined safe at a reason-able price. We sold a bunch of them.

laRRY hYatt, hYattS gun Shop, chaRlotte, nc: An exceptional year here; we broke one-day and one-week sales records in December. Oddly, the .308-cali-ber rifle was a big hit for us this seasondidnt matter if it was a high-end tactical/sniper rifle or a low-end hunting model. In handguns, anything in 9mm was a hot sell-er. Handgun accessories just keep getting bigger, and holsters are just driving us crazy. We sell em constantly, but theyre our most returned/exchanged item, too. There are so many options out there! I expect strong sales in all handgun/self-defense categories to continue into next year.

laRRY andeRSon, Shoot StRaIght, apopka, Fl: We were up across the board in most categories in all six of our stores, and finished with a very strong Christmas season. MSRs and all their widgets and optics remain very strong. The self-defense category will only grow, and people are using our ranges more and more. Buying ammo is a constant chal-lenge; we want to have enough on hand, but not get overextended. Were learning to deal with it by expanding our dealer base. Were on a roll that we want to maintain.

eRIc gRabowSkI, the ShooteRS Shop, weSt allIS, wI: We passed concealed-carry legislation here last spring, so our handgun sales are just awesome, and its only going to grow. Our best sellers were the Sig 238, the Ruger LCR, and Glocks. Our biggest chal-lenges have been referring new customers to legitimate C/C training classes. Were fortunate to have a quality operation just a mile down the road.

the WaShington Factor

Virtually every retailer I talked to mentioned the upcoming election as a poten-tial game-changer for the coming retail year. As recent history has proven, the election (or in this case, re-election) of a Democratic president can boost gun and ammo sales. Even if theres just a perception that gun owners cant have what they want, theyre more inclined to buythats just human nature, says Larry Anderson of Shoot Straight. Its going to be an interesting and poten-tially strange year, says Glenn Duncan of Duncans Outdoor Shop. People are still worried about the economy and careful about disposable income. An election year will always stir things up.

Self-defense, especially con-cealed-carry, was one of the big trends in 2011, and this area should see even more growth in 2012. Retailers also noted that quality products that were priced right also moved.

SHB0212_FYI.indd 24 1/13/12 1:33 PM

A clear advantage? You can bet our glass on it. MeoPro series 1 riflescopes not only outperform the biggest names in the business... they rival glass costing two to three

times more. Built in the USA to deliver the highest performance for the buck, the MeoPro series hits the mark. Our in-house engineered and manufactured premium 1 optics

assembly with proprietary MB5501TM Ion Assisted multi-coatings delivers an industry best light transmission of 99.8% per lens surface assuring you a bright, crystal clear view.

From the Outdoor Life magazine Great Buy winning 3-9x42 to the highly versatile 4-12x50 to the long range perfection of our 6-18x50 a MeoPro series riflescope will give

your customer the glass they dream of at a price they can afford. With excellent margins, dealer direct sales, US manufacturing and service and MAP policy, Meopta dealers

can count on high turns and maximum profits. Meopta. A better view of the world... since 1933.

MeoPro 4-12x50 | MAP $499 - $549 | Reticles Z, #4, BDC

MeoPro 6-18x50 | MAP $599 - $649 | Reticles Z-II, BDC, MilDot

MeoPro 3-9x42 | MAP $399 - $449 | Reticles Z, #4, BDC

Meopta USA | 800-828-8928 | www.meoptasportsoptics.com | facebook.com/meopta

New2012 with MilDot Reticle

A clear advantage. MeoPro

series rifl escopes.

ASSEMBLED IN USA

BN_040382_SHB0312.indd 1 1/12/12 10:19 AM


by Wayne Van ZWollf ir ing l ine

The New SwitcherooT/Cs Dimension delivers affordable versatility

Y ou can pick from 10 chamberings this yearnot that you must stick to one. Choose all 10, if you like. T/Cs newest, most innovative rifle gives a shooter a broad choice of barrels he can change at will. The 7075 alloy receiver is really just a shell for the bolt, magazine, and trigger group. The fluted bolt locks directly to a barrel extension. Two guard screws, in alloy sleeves and torqued by a sup-plied wrench, hold the injection-molded polymer stock to barrel and tang. Bedding? Theres an alloy block up front, a pillar in the rear. To maintain zero during barrel changes, the scope becomes part of the rifles barrel unit with an optional cantilever mount. A rear set screw affords added stability through a wedge on the receivers bridge.

Okay. Its different. But what does all that engineering mean? In sum: versatility at a modest cost. Takedown rifles date back a century. Switch-barrel bolt-actions came later, but theyre far dearer. If your customer is keeping Junior in college or feeding him at home until he finds a job, he might well prefer the Dimension at $649. Additional barrels are just $199, with magazine group (box and housing). Thats all the change needed within car-tridge families.

Of course, youll swap more than the barrel when you switch from .223 to .300 Winchester. To give you that sweep of chamberings, T/C designed the Dimension in four lengths. The length here is not the receiver (theres only one!); its the bolt throw. Choose .223-length, short (.308), long (.30/06), and magnum. Bolts to fit different cartridge head diame-ters cost just $129, complete. Theres no danger of mismatching bolt and barrel. If that happens, the bolt wont close.

The Dimension wears a user-friendly trigger that adjusts from 3 to 5 pounds. The safety is a two-position side-mounted lever. Barrels are chrome-moly with 5-R rifling, 22- and 24-inch, depending on cham-bering. The stock, with ventilated recoil pad and Armorsoft coating, includes colored spacers to change length. Its wide barrel channel accepts a range of barrel diameters.

T/C packages each Dimension with a couple of simple tools. One has a gear wheel that matches up with a knurled ring on the barrel. Use it in tandem with the other tool (which also fits guard and mount screws) to torque the ring. The for-ward guard screw goes through the receiv-

er and threads into the barrel itself. With a .308 barrel, I put three 150-grain

Hornadys into a quarter-inch knot. To see the effect of switching barrels on group centers, I changed out a .223 barrel three times. Groups fired after each swap stayed in the same place (centers were less than a minute apart). The biggest measured an inch, the smallest not much over half that.

T/C wont guarantee such repeatability; it does set a 1-minute accuracy standard.

Although the Dimensions futuristic look might nettle curmudgeons who cut their teeth on Griffin & Howe sporters, this rifle promises better accuracy at a fraction of the price of classic rifleseven those without switch-barrel capability. (866-730-1614; tcarms.com)

Sealing the DealSitting vertically in your rack, the T/C Dimension looks much like other black-synthetic-stocked bolt rifles. The important differ-ence is its switch-barrel capabili-ty. Show that with a display of several barrelson ammo boxes to spark interest. A series of tar-gets from different barrels on one receiver should convince accuracy buffs. A scope on the cantilever mount answers many questionsand gives customers a proper look when cheeking this high-combed rifle. Dont hide the price! It may be the Dimensions most compelling feature.

Detachable magazine groups, with bolt and barrel, can be changed to accommodate different calibers in T/Cs new switch-barrel Dimension.

SHB0212_FIR.indd 26 1/13/12 11:10 AM


undercover shopper

pixel pushers

Pistol-Packing Mama!A young mother looks for a concealed-carry pistol in

Charlotte, North Carolina

F or this assignment, we pulled out all the stops in our search for a store that caters to a new mothers desire to protect herself and her child. In fact, a new mom and her three-week-old daughter, accompanied by the grandma (me), visited four gun stores in the Charlotte, North Carolina, area searching for a small concealed-carry pistol. I carried the baby in her little detachable car seat and the new mom went undercover as a woman who wanted to find a small pistol for self defense.

Store AWhat was that smell? We tried to figure it out because not only could we smell it inside the shop, but also outside the shop. Turns out, it was the boys in the tire shop next door frying chicken in the back bay. Located on a busy strip in a rundown building, the store also bought gold. The salesper-son showed our new mom a Ruger .380 semi-auto, then just quit offering guns for her perusal. She had to take the initiative and ask to see the revolvers. He then showed her a few Smith & Wesson mod-els, including the new Bodyguard with a laser. When she recoiled after the fifth time he covered her with a muzzle,

he said, Dont worry. Its not loaded.

He did inquire as to wheth-er she had training, but did not recommend a course of instruction. She noticed that he only picked up the more expensive revolvers, complete with laser grips. As we walked out the door, the salesman (an admitted grandpa) said, Do you wanna trade that little boy for a gun? Uh, no. And, thank youthe baby had a pink blanket tucked in around her.

Store BWe went upscale a bit, as the second store was in a much nicer (and safer-looking) shop-ping area. Again, the customer

in this case received immediate attention at the gun counter and, I should add, so did the baby. My daughter-in-law appreciated that, and we high-ly recommend that sales asso-ciates compliment children who accompany their parents. With several guns in stock at his immediate disposal, the sales associate started by rec-ommending revolvers because of their simplicity in high-pres-sure situations. She liked the Smith & Wesson Models 637 ($889) and 642 ($549).

He asked all the right ques-tions, and then took a wrong turnlaunching into a basic pistol course, leaning across the counter and turning my daughter-in-law around by the

shoulders so he could instruct her in how to hold the gun. She felt quite uncomfortable as he encouraged her to take aim at the wall across the store, because it was quite busy in there. Also, he never asked if he could touch her, turn her, or wrap his hands around her hands on a gun. Then, the salesman encouraged my daughter-in-law to take his shooting classes offered nearby and to remember to state that she feared for her life and the life of her child, should she be called into question for using deadly force.

Store CLocated in a posher neighbor-hood than the others, in a modern building with clean lines and good lighting, this stores website touts excep-tional customer service and quality firearms at unbeatable prices. It also states that the store trains its staff to provide

SHB0212_UCS.indd 28 1/13/12 4:19 PM

february/march 2012 Shot BuSineSS 29

undercover shopper

personalized attention. This turned out to be a case

of truth-in-advertising. The sales associate not only showed my daughter-in-law a wide range of revolvers and semi-autos, but he also inquired as to when and where she would take her concealed-carry class. She liked the Smith & Wesson Models 442 ($420) and 638 (also $420). She said later, He didnt treat me like a girl that didnt know anything,

like the other ones did. He also handled all the guns safely and never once pointed a muz-zle at her. But as a proud grandmother, I wish he had paid a little bit of attention to my granddaughter.

Store DIn an effort to leave no stone unturned, we included one big-box store. If body language could talk, it would have

screamed that this guy did not want to sell a gun to a lady with a baby and a grandma in tow. He actually stepped back from the counter when she stepped up to it. When she told him, Id like to look at your guns for concealed-carry, his response was, Really?

Really? Then, he mentioned that he would show her a revolver because, since she was a woman, it should be easy and simple to operate. Ooh,

bad choice of words. She had to point at guns and ask him to take them out of the case. She asked if he had any other revolvers without hammers, and his response was a disin-terested, Yeah, we got a cou-ple others.

He did not bring them out of the case for her to see. When she led him to the semi-autos, he pulled out a Glock and a SIG. She had to ask to hold the guns.

howd they Do?Customer Service

Product Knowledge

Product Availability

Winner: store

CThis was a very close call between store B and store C. The deciding factor was the lower prices found at store C.

Carolina Sporting Arms8055 south Blvd.Charlotte, NC 28273704-554-9511csa.guns

store

A he acknowledged us fairly quickly and paid attention to

requests.

The sales associate repeat-edly pointed the muzzle at the customer. he also did not know where the maga-zine release was located on a semi-auto that he brought out of the case.

Very nice lineup from bud-get to expensive, but we were shown only the more expensive models.

store

B Very good. Top marks for prompt-ness. Most of the

time, she had two sales associates attending to her.

The sales associate was knowledgeable about guns, but overly zealous about steering her to his gun training. Also, some of his shooting tips were questionable.

A lot to choose from, includ-ing some versions with pink and purple grips.

store

C Courteous and respectful. immediately offered

to assist and was the most thorough at providing infor-mation about concealed-carry courses.

This sales associate tailored the guns he chose from the case to the shoppers needs. he also handled the guns safely and answered ques-tions correctly. And, he engaged the customer while doing all of the above.

Nice selection. Competitive prices. Of stores B and C, all things being equal, my daughter-in-law said she would buy a gun here because of lower prices.

store

D he backed away from the counter instead of engaging

with the customer. he acted like he wanted to go on vacation instead of being on the floor.

he just wasnt into it, said my daughter-in-law about this sales associate. That made it difficult to ascertain his level of expertise.

Very nice, large selection of guns. Too bad he didnt want to sell any of them to this customer.

SCoring SySteM: Outstanding: Very Good: Average: Fair: poor:

SHB0212_UCS.indd 29 1/13/12 11:15 AM

TWO TRENDS THIS YEAR ARE OPTICS FOR CROSSBOWS AND COMPACT RIFLESCOPES WITH SHORT TUBES, SMALL OBJECTIVES, AND ILLUMINATED RETICLES. THE COMPACT SCOPES ARE DESIGNED FOR MSR PLAT-FORMS, WHICH MAKES THEM IDEAL FOR TAC-

TICAL SCENARIOS, SHORT-RANGE HUNTING, AND 3-GUN COMPETITION. SOME OF THE NEW CROSSBOW MODELS ARE EVEN CALIBRATED TO THE ARROWS VELOCITY. HERES A LOOK AT THESE AND OTHER OPTICS NEW FOR THIS YEAR.

COMINGINTOVIEW

OPTICS 2012

Vol. 200212

20200

2010

SHOT Business -- February/March 2012

Documents

Transcript of SHOT Business -- February/March 2012