XS Category Report: March - April 2017

As we have seen, and you may be experiencing, there has been a natural slowdown in our industry following the election cycle. However, we are still showing great numbers and have more members then this same time in 2014 and 2015! Focusing on long term growth is the key to the survival of any organization. Keep on recruiting new members and growing the NRA.

One of the biggest concerns for stores when recruiting is how to balance selling memberships and their own products. One of the top XS Recruiters shared their insights on this.

“Where I think we succeed on either end of the sales/traffic curve and in between, is that we inject the NRA into the conversations with our customers at every part of their visit. Sales staff use every opportunity during the gun selling process- during back and forth while qualifying/closing the sale, during the add-on sales process, etc. to inject the NRA. Likewise our cashiers are great recruiters and follow up at the register- ‘do you want to add a membership, today?’, ‘do you want to renew or add a multi-year membership?’, ‘do you want to gift a membership’, etc. If they have a long line, they ring the primary sale, and then juggle the NRA membership with the next ring and then return to that customer and ring up the membership. And not surprisingly, some customers who overhear the sales pitch at the counter or at the register ask to buy a membership when it comes time to buy their gun or pay for their goods.”

This year will require recruiters to use new tactics, be more proactive, and to not give up. Bringing the NRA into conversations wherever possible is a great way to sell more memberships. With these favorable times it is important for us to act and not be complacent. By restoring our second amendment freedoms we are helping to ensure our freedoms and industry are here to stay.

Thank you for all your hard work. Your dedication to the NRA is truly inspiring. If you have any questions or comments about recruiting please do not hesitate to reach out. I enjoy speaking with you all and hearing your suggestions, questions, and concerns.