Help your customers select their next must-buy gun.

Author:Ayoob, Massad
Position::Lethal force
 
FREE EXCERPT

It wasn't until the late 1950s that Ford, General Motors and Chrysler Corp. realized a significant portion of the car-buying public wanted compact automobiles. Many customers wanted them as second vehicles. However, American companies weren't filling the niche. It was Volkswagen and other foreign makers who were enjoying the profits from this lucrative corner of the market. Small wonder that in the '60s, the big-three U.S. automakers introduced homegrown compacts.

Customers who bought the compacts revealed an important buying trend. People who liked Chevy Impalas or BelAirs bought reduced-size Chevy Novas. Motorists who were loyal to the full-size Ford Fairlane or Galaxie bought Ford Falcons. If they preferred a yacht-size Plymouth Fury or Belvedere, they bought a Plymouth Valiant.

Theses buying trends revealed that brand satisfaction and brand loyalty were important factors that drove purchasing decisions. Customers were automatically pre-sold on certain brands.

The Matching Handgun

This trend is important to your sale of self-defensive handguns.

You have, undoubtedly, noticed that when a local police department adopts the Glock as a service pistol, you see a rush of cops from the agency buying smaller Glock models.

The trend goes like this. First, the department adopts the full-size Glock 22 in .40 S&W. Next, members of the agency are dropping into your shop to purchase the compact version, the Glock 23, for off-duty...

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