About Us

What we learned during this time was that the sophisticated, big box stores have big sophisticated problems but they didn’t start there. They grew into that size over time… sometimes over many decades.

So we embraced what we knew how to do which was:
1. Sell what you know
2. Listen to the customer
3. Treat the customer with honesty and respect in a way you would want to be treated

Turns out these simple techniques were ground-breaking. Not because we stumbled across some brand new concept but because these techniques are mostly missing from today’s marketplace.

And I have to say, the gun industry is notorious for it egotistical, testosterone-fueled, ex-military knuckle-dragging salesman who sell guns like driving a dump truck – loud and rough.

For decades I have found gun stores and shooting ranges sad but fascinating places to observe the most basic failures in sales and customer service. I have often said to colleagues and at gun shows, these types of shops would do so much better if they had no salesman, but instead had well-lit guns on display with an easy to read description attached to every gun. Why? Because guns sell themselves.