Success Stories

Premium Partner Success Story: Simmons Sporting Goods  in Bastrop, Louisiana

If You Advertise, They Will Come

There are three basic and mandatory elements to selling a product. First, you need a product that consumers want or need (hunters need firearms and ammunition); second, the product needs to be at a place where the customer can get it when they want it (location); and third you need to tell them that you have the first two (advertising). Everyone who is in business has the first two, so it's best to then concentrate on the third. Advertising can set you apart from the competition, and in the case of Simmons Sporting Goods of Bastrop, Louisiana, advertising is the key to their very successful operation.

"Just advertise," said owner Jeff Simmons. "Do different things. Do newspaper, do radio, reach out and get to people. Let them know about your product. Most people in business are afraid to spend money on advertising. We blow the roof off with advertising."

"Just forget about the margin and go on with it," he said. "During a sale we ran duck decoys for $16.99 a dozen. We lost money on it, but we got people in the store. They came from 100 miles away to get decoys, and while they were here they bought steel shot and everything else they needed for the year."

"We just added a 30,000 square foot addition, and the customers are coming in to see that," said Simmons. "We have 70,000 square feet of retail space and another 30,000 for storage and warehouse. The customer base has now expanded to about 150 miles in any direction."

Simmons contended that to succeed in that competitive market you have to keep the customers you get into the store. Good advertising will bring them in, but a knowledgeable and motivated staff with help retain them as customers.

"Most dealers in this industry that have been around for any length of time know that all customers have to be met with respect, honesty and a good feeling in order for them to return. Keeping the moral of your employees high is also key; a motivated employee will treat all customers the way they should be treated. Any dealer that takes their customers or employees for granted is making a mistake."

In addition, an informed employee is the best front line personnel. According to Simmons, the customers are increasingly becoming a savvy lot, and if your staff can't answer their questions, they won't be your customers for long.

"Product knowledge can make or break a sale," he said. "Many customers these days know enough about some products to ask specific questions. Some of them even know the answer before they ask the questions; so knowing your products is vital. Good sounding advice might get you through the sale, but the right advice will bring the customers back."