Strategies for creating a welcoming environment for new customers. A steady influx of new customers is the lifeblood of any small business. Given the, at times controversial, topic of firearms, creating an inviting, welcoming first impression is critical for a shooting range’s long-term success. A new customer’s first impressions come in many forms. The exterior appearance of the building, the way staff reacts when the consumer walks through the door and the demeanor of the person answering the phone all play a significant role in shaping a new customer’s attitudes and perceptions.
“The new shooter is a very important aspect of a successful shooting range,” said Ed Santos, founder of Center Target Sports, in Post Falls, Idaho, and a shooting range business consultant. “Existing shooters are going to come to your range because they have already decided to shoot. Our greater challenge is to make that facility inviting and bring in people who haven’t had the experience of shooting firearms for sport, personal protection or recreation. That’s the customer we have to capture.” Read more…
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