Archery Business: Jul/Aug 2010
22 archeryBUSINESS July/August 2010 'CAN'T MISS' SHOPSplications, and also a section on successful business management. Frignon routinely at- tends schools hosted by H oyt, PS E, Easton, and Mathews to keep up to date on new products, and learn tips to help the latest gear perform at its very best. Ron Lee has been the manager of Rocky Mountain Discount Sports in Sheridan, Wyoming, for the past three years. When it's not feasible to send an archery tech person to factory training, he utilizes the expertise found in the chain of Rocky Mountain Discount Sport stores across the region to train new employees. It's cost-effective, and it gives technicians the "hands-on" training they need.LANES: THE MORE THE BETTERRanking as high in importance as having certi\037ed technicians on staff is operating an indoor shoot- ing rangeeven if it holds only a few lanes. All pro shop managers interviewed said the ability to have customers shoot bows, compare bows, and check broadhead \036ight was invaluable in luring new customers and sealing a sale. "Having an indoor archery range is huge," explains Kraus. "It's like test-driving a car. I let them take two or three bows out onto the lane to see which one feels the best and shoots the smoothest. I f they are considering another brand I don't carry, I tell them to bring that to the shop as well. They can compare the com-Hills Archery serves as a meeting facility for ap-proximately 80 youth 4-H shooters, the largest 4-H archery program in South Dakota. ' C USTOM' PR O D UCTS ROC K There's a good feeling that comes with "home- made" products whether it's a time-honored bake sale or custom archery goods. Depending on the size of your shop, custom products that can't be found elsewhere may be another way to create a buzz on your way to achieving "can't- miss" status. Besides personalized tuning and repair service with a skillful staff, there are two main areas where custom products can impress customers: arrows and strings. Despite the large selection of arrows with vari-ous vane combinations on the market today from Beman, Easton, Gold T ip, and others, the vast majority are mass produced in the most ef\037cient manner possible. That process demands most vanes to be attached in a "straight" fashion, and, according to Kraus. that can lead to \036ight issues, especially once broadheads are attached. That's why Black Hills Archery exclusively sells custom arrows except in youth sizes. "Early in the fall I easily get 100 phone calls from bowhunters who say their broadheads won't \036y. Nine out of 10 times they have straight \036etching from a pre-\036etched arrow supplier. When they bring them in I'll strip a couple arrows and re-\036etch them with a helical. In almost all petitor's side by side with a Mathews or another one of my brands." Having a \037re is never considered a blessing, but Griswold did see one bene\037t after losing his shop to a \037re in 2008. He was able to rebuild and increase the size of his indoor shootingwhich tallied just a single lane before the \037re. T oday he has a 24-foot-wide area with a 20-yard length that includes a de\037nite, pro\037t-grabbing high-lighta dedicated broadhead shooting lane. "I like my customers to be able to shoot a broadhead right here in the store, and that way we can select the best option for their setup. If there are tuning issues, we \037x them on the spot," Griswold describes. "More than once we've worked with customers on tuning or broadhead issues, sent them out the door, and the next day they \037lled their deer tag. That creates a loyal re-peat customer and great word of mouth." Like Griswold Archery, North T exas Archery is also expanding its shooting area from six, 20- yard lanes to 14, 40-yard lanes. Having a shoot-ing area is that important. If your facility has the space, shooting areas can be more than just an area to test-drive a bow. Setting up leagues and scheduled events provides a service to competitive and otherwise enthusi- astic archers. Rocky Mountain Discount Sports hosts leagues throughout the week on evenings, generating valuable income from shooters and shoppers. Kraus also makes sure youth archers have a place to practice. Every Saturday Black If your facility has the space shooting areas can be more than just an area to test-drive a bow. Setting up leagues and scheduled events provides a valuable service to enthusiastic archers and those looking to escape the elementsno small thing for four-season shops. Every Saturday Black Hills Archery serves as a meeting facility for approximately 80 youth 4-H shooters, the largest 4-H archery program in South Dakota. 018-025_AB10JUL-cantmiss.indd 22 6/8/10 10:13:09 AM
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