Archery Business: Jul/Aug 2010
24 archeryBUSINESS July/August 2010 instances it \037xes the problem," Kraus explained. As you likely know, the art of custom string and cable making isn't as prominent as it once was. Griswold cites the production of high-quality, after-market strings manufactured by such com- 'C A N'T MISS' SHOPS panies such as Winner's Choice, VaporT rail, and Mathews with their Zebra and Barracuda bow-strings and cables. It makes it dif\037cult to create a better product. Griswold also points the \037nger at insurance companies that question the liability of making stringsand will therefore jack cover -age rates higher. For Kraus, the high-quality products on the market today are de\037nitely great products to fall back on in a rush. But, when he \037nds products are backorderedor an odd size is required he's ready to help. "I've added a high-end string building ma-chine to the shop," replies Kraus. "It comes into play the most if I'm out of a particular string or can't get the string or cable in quickly. If that's the case, I'll build it. That way I can get my customer back into the \037eld without the hassle. I'll also use it if a customer wants something special, such as a 24-strand cable. It's a small percentage of customers who want special orders, but the ma- chine allows me to instantly deliver most string or cable needs." QUALITY TRUMPS QUANTITYHaving the right stuff on the shelves is dif\037cult for shop owners with limited space, especially when trying to compete with large chain stores that can retain more than 100,000 square feet of retail space. H ow do you compete against an oasis, yet still make your 2,000-square-foot shop a "destination" for local archers? Most shop owners interviewed shy from quantity and go with quality. That kind of prod- One of the best ways to make your shop a "can't-miss" destination is by stocking premium, high-end gear. Some shops stumble by trying to be all things to all customers, negating the valuable "hook" that could set them apart. 018-025_AB10JUL-cantmiss.indd 24 6/8/10 10:13:28 AM
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