What Women Want
Prior assumptions about what a woman customer wants in a firearm is no way to begin a sales pitch. Here’s how to avoid some of the more common pitfalls.
By Mia Anstine
If you look solely at “Judge” and “new gun owner,” you're missing details of the customer’s experience with firearms and her goal with this type of gun. She may have grown up with guns, shot competitively, hunted, demoed a friend’s firearm, or wants something like this for self-defense. Assumptions and recommendations that may not align with the lady’s true desires will hurt your bottom line, so avoiding bias and stereotypes is essential.
“Don’t try to down-sell me a firearm that I don’t want because I’m womanly framed,” says competitive shooter and hunter Ashely Fleming. “If I ask to see a specific model, don’t immediately steer me in the opposite direction because you don’t think I’ll like what I asked for.”
Judging a book by its cover can lead to a missed opportunity to build trust and loyalty with the lady customer. When I visited with Cara Irene, a customer service representative at Gaylord’s Guns in Andover, New York, the associate indicated that she greets each customer that walks through the doors of their shop the same, regardless of whether they’re men or women. Next, Irene says she consciously tries to learn what the patron wants and asks, “Is there something in particular that you’re looking for?”
Overcoming CB in sales interactions involves a combination of self-awareness, active listening, empathy, adapting sales strategies to individual customer preferences, and having an adequate inventory. CB isn’t the only blunder. Make sure you know what other mistakes could be costing you sales. Below are five more critical mistakes.
The Cold Shoulder
Failing to acknowledge a customer violates Sales 101. Remember to smile and say “hello” to anyone who walks through the door, no matter how busy you are. If you’re busy with another customer, an acknowledgement such as “Hello, I’ll be right with you” will go a long way. You must follow that up by making good on your word.
Typecasting
A salesperson who puts each customer into a pre-determined box would be considered a “typecaster.” Rather than making this mistake, consider your role as a salesperson who gathers knowledge and then shares it in return.
Being Overly Independent
Being independent and self-motivated is an attribute that looks good on a resume. However, knowing when to ask someone for help is another essential quality. If you’re tied up with something and unable to help or not connecting with a customer, know when to call for reinforcements.
Lacking Empathy
If you don’t set a priority on understanding a customer’s needs, you can’t get them what they want. That simply ensures you won’t gain her trust. That is a sales killer.
Uninformed
Not knowing your products, new products, or current trends is a disservice to your clientele. The good news is you’re reading from the right source to stay updated on everything in our industry.
What Your Shop Can Do
Offer a diverse range of products and avoid limiting product options to so-called “women's guns” with pink accessories or reduced-caliber firearms. Ladies have varied interests and needs, so it's crucial to stock a wide range of firearms and accessories to accommodate different preferences.
When looking at your inventory, add items that women will need. Focus on functionality rather than concentrating on aesthetics. One way to convert that want into a need is to work with her as she decides.
Prioritize education and training at your location. Make sure that you know the latest and greatest innovations and what makes a new product or feature “made for a woman.” When she comes to the counter seeking a new firearm, you can explain how a cant or rise might help make her more comfortable and shoot better.
Although women, such as Ashley Fleming, will come to your store having already researched and knowing exactly what they want, others may need help homing in on the item that will satisfy them most. To begin, ask questions designed to find out the intended purpose of her purchase.
The best way to help the newbie choose a firearm and recognize what qualities are priorities is to ask her questions. Cara Irene starts from scratch with this type of customer. She asks lots of questions, “Do you like the feel of this one? Do you like the weight of it?” You can add to this list as you see fit while interacting with the customer. Some added examples are, “How does the grip feel?” “Can you reach the trigger?” and “How does the slide feel?”
Prioritize the functionality and suitability of firearms for the intended use. If the length of pull is too long, or if they can’t rack the slide, they’re likely to be unsatisfied with their purchase. They'd be equally disappointed if they wanted something capable of shooting bird shot yet ended up with a .45.
Add-on Sales for Your Shop
Women may have concerns about recoil management, gun fit, and concealed-carry options. Be prepared to address their needs and offer appropriate solutions, including accessories, gunsmithing, and classes.
Carry various holster options. Experienced women shooters have drawers full of holsters, which they swap out depending on their outfits or the occasion. Add buttpads and cheek risers to help get the perfect fit for their rifles.
If you have the facilities, offer classes and a means to demo the firearms. Women newer to guns or experienced shooters looking to enhance their skills will appreciate the opportunities. You can also partner with reputable instructors for referrals and connect with local women's shooting groups and organizations so you have a place to point the new shooter for additional help in learning how to use her new gun.
Finally, a gun purchase can be an investment for some women. They'll be willing to spend extra money for gunsmithing and customization. If your store doesn't have the means to customize, build that relationship with a quality gunsmith.
By fostering a welcoming environment, diversifying product offerings, and prioritizing education and training, you can tap into the women’s market and build enduring relationships based on trust and expertise.