Although it’s sometimes hard to imagine, I’ve spent perhaps 30 years working on my archery equipment needs. With me being technologically challenged, the idea of switching out my set up and accessories on bows for hunting versus target was just too much, so I have several set-ups. My multiple bow arsenal is complete with all accessories, practice and “go time” arrows matched for each bow. Each bow has a purpose, whether it be outdoor target, indoor target, bowfishing, rugged “out west” hunting, etc. I take care to maintain my equipment, and by doing that it has continued to serve me well years later. My NEWEST bow is my Martin Scepter.
Yes, a Martin Scepter (I believe now they are on Scepter V Series). It has been the only bow I pick up each September bow opener for years. I absolutely love that bow. Love it! It is easy on my body as I age. I consistently bring home dinner with that bow.
Sure, it would be cool to have the latest and greatest. But do I actually need all that? Of course not. My Martin Scepter takes care of my needs. It shoots perfectly. I have complete confidence in the field with it. It holds great sentimental value (especially now that the Martins are no longer the helm). I don’t really care much about “keeping up with the Jone’s” and upgrading to the newest model or hottest brand out there each year. The animals don’t judge me for what kind of bow I’m shooting—or how old it may be. And I don’t care what anyone else around me thinks. Not everyone has deep pockets, or a need to impress others. Guess that makes me not an ideal consumer.
For me, when I go to the practice range and see 3 or 5 or more guys standing around with their brand new top of the line bows that they have spent well over $700 on, I smile. We both will hit the bulls-eye. But my shots are a lot less expensive. I’m not judging. Perhaps for some people it’s their first bow, and of course, you have to start somewhere. I glance at them and think to myself;
“There’s a new garage door in his hands, there’s a week in Bonaire, Scuba Diving, there’s gas and camping fees for an entire deer season, or there’s enough replacement arrows for the rest of my life.” I am grateful that I have the wear-with-all to be frugle.
Now, if Santa Claus delivered me a brand new top of the line bow for Christmas, I sure would embrace it with wild enthusiasm. But until my Martin Scepter falls apart in my hands, it will remain my steady companion in the woods.
So, when someone like me walks into a Cabela’s, or Archery Retail store, looking for a $4.00 bag of replacement nocks, how in the world do you upsell me?
Start out with a conversation—find something out about my current equipment situation. Now that you know, consider me a long term project and provide me SERVICE! SERVICE! SERVICE! SERVICE! SERVICE!
Help me — You just found out I have at least 5 bows and they are all at least 10 or more years old. I’m very busy and travel all over to hunt. I could use someone else’s help with equipment upkeep and maintenance. Does the store offer a maintenance plan? A chronograph? Can you re-string and tune my bow? What do you charge to fletch a dozen arrows? How can you help me have more time in the field?
Information – Offer me something useful to think about. Give me some of the latest legislation, or rules and regulations, just to have, or update me on what’s the latest and greatest in equipment, and how it measures up to what I currently use. Perhaps I should consider a new rangefinder? Maybe there is a new scent technology outfit that would be great just for me.
Opportunities—whether they are for seminars, practice shooting, hunting trips, social leagues, or special sales, share something about the store with me that will encourage me to come back. The more times I come back, the better the chances I’ll be making additional purchases.
Sometimes it seems retail has gotten away from the old adage, “treat each and every customer as though they are your only customer.” It’s what I am expecting from the sales staff when I am standing in their store.
So is it true I’m not an ideal customer? No way!
Small purchases are nothing to balk at. The sales person who takes the time to know me, and respects what I need, and don’t need, will quickly become a trusted vendor in my eyes. That’s who I will turn to when I do decide to make bigger purchases, or it’s time to retire my favorite bow. That’s who I will look to for hunting and shooting ideas, and a feeling of community. That’s where I will tell everyone else to shop.
PR Brady AdVentures offers individual and group training on Sales and Customer Service Excellence. Empower your team and increase your bottom line–contact me today!
About PR
Speak Your Mind