What does it take to hit the X-Ring in ammo, brass and bullet sales? Read on! - The Ammunition & Reloading Market

The ammunition and reloading markets have changed in the past 10 years. Dealers who have adjusted their marketing strategies to the changes are making money. Those who haven't aren't.

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"The biggest single change in the ammunition market is in the consumer," said Bart Eaton, vice president of sales for Zanders Sporting Goods, the wholesale giant headquartered in Baldwin, III. "The 'middle-of-the-pack' guy is disappearing. You now have, on one hand, the buyer who just wants 'a box of shells that fit his gun,' and on the other, a growing number of very well-informed, knowledgeable, educated buyers."

Eaton knows a lot about ammunition. He manages 12,000 accounts nationwide for gun shops and sporting goods stores. He sees a market that is rapidly changing and evolving--overall, for the better.

Today's educated customers, according to Eaton, want high-performance ammo and they want to deal with people who are just as educated on the subject as they are, if not more so.

"This is the group that's really growing, and they will set the future of the industry," Eaton said. "Product knowledge and selection are the most important things for the stocking gun dealer. He will usually lose the 'cheapest price' battle, but he can always win the 'most knowledgeable' war."

The real profits, according to Eaton, are generated by servicing the consumer--matching the correct ammo for his shooting requirements.

"No one can do that better than the educated retail counter person," Eaton said. "Dealers who do not spend time with their customers and share their shooting experiences are the real losers. If you become their 'professional hunting advisor,' you have a customer for life."

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COPYRIGHT 2004 Gale Group