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Ryan Horsley is the current “Red” at
Red’s Trading Post in Twin Falls, Idaho.
Five years ago, Ryan “Red” Horsley took over management of Red’s Trading Post in Twin Falls, Idaho. He was new to the world of gun sales and found himself running an established, but struggling business. Much depended on him. As the latest “Red” in a family line of owner-operators dating back to 1936, family pride and livelihoods were on the line. Determined to succeed, Red went to work.
“The first thing I did,” Red said, “Was adopt the rule, ‘If you wouldn’t have it in your family room, it doesn’t belong in the store.’”
Old pegboard and cracked plaster came down; and paneling, paint, carpet and tasteful artwork went in. Lighting was selected to brighten without glaring, and displays were designed to be neat and clean, but not antiseptic.
“I want people to be comfortable here,” Red explained. “Outdoor sports are all about family and fun. A dull, sterile shop doesn’t work. First, get people to relax. Catch their eyes with interesting displays. Then, get them touching and handling your products.”
All firearms in Red’s Trading Post are shiny and clean. They are displayed at the same angle for easy viewing. Large informative tags are easy to read.
Red also retrained his staff.
“The first week, I overheard an employee talk a customer out of a gun sale!” Red exclaimed. “The pistol the customer wanted was a good, reliable firearm, but the salesman was a die-hard, one-pistol, one-caliber fanatic. The pistol didn’t fit his taste. That’s unacceptable.”
Red corrected that and polished his staff’s customer relations.
“When one of my staff presents a gun to a customer, they do it the same way every time, safely and professionally. And they always say at least five things about the gun as they hand it over. Like, ‘This is a Smith & Wesson double-action revolver with a 4-inch barrel in .357 Magnum. It will also shoot .38 Special, and this one has Hogue rubber grips and adjustable sights.’”
This, according to Red, fills an otherwise clumsy moment.
“It keeps the conversation rolling and actually prompts the salesman and the customer to talk more about the gun. It just furthers the sale.”
What about when employees aren’t directly involved with customers?
“They’re on the Internet or phone learning more about the market and prices,” Red said. “They’re talking to people about what they want and what they’d like to see in stock.”
Red’s Trading Post employees don’t restrict their salesmanship to the store. Red has served and chaired a number of government, civic and social organizations at the city, county and state level. He also encourages his staff to be active in community affairs.
“First, it’s your civic duty — and it’s fun. Second, gun dealers have to fight a sometimes negative public image. But when you coach their kids, work shoulder to shoulder with them on civic projects and attend their social events — all while you’re clearly identified with your business — you can make your own image!”
Thriving In A Tough Market
When news leaked out that a national sporting goods chain was opening in Twin Falls, Red was concerned, but confident.
“I knew the chain wouldn’t take trades or consignments and wouldn’t have certified armorers or real expertise on site. And, they certainly wouldn’t have our local knowledge of the shooting, hunting and outdoor sports scenes. You have to advertise those differences and make them known,” Red said.
One of Red’s successful programs is the Ammo Club Card. Customers earn a free box of ammo for every 10 boxes purchased. Some customers, he reports, keep five or six cards going at a time.
Red also encourages trade-ins and takes in selected consignments for sale either in the store or via the Internet. Recently, he doubled a customer’s profit on a rifle via an Internet auction.
“The Internet gives you a nation-wide market. It’s all about fulfilling your customers’ needs,” Red said.
During a three-month period this year, Red sold more guns via Internet auctions than he did in his store. All of Red’s Internet firearm sales are handled by licensed gun dealers.
Red also gets the most from his vendors and distributors, calling them regularly to check on discounts, promotions and seeking their help with sales. He asks for riflescopes, binoculars and other products that can be used for door prizes at sales events.
“Remind them who you are and that your success is their success,” Red said.
Promote To Profit
Red’s signature line ensures Red’s Trading Post
logo is seen throughout the region.
Red’s Trading Post sells an impressive line of products bearing the shop’s logo and “Red’s Trading Post — Est. 1936.” They include shirts, T-shirts, hats, visors, mugs, pens and fabric shopping bags. None of them are cheap giveaways or promo items sold at a loss.
“The object is to get people wearing your advertising and for that you have to offer quality goods that stand on their own without your logo,” Red said. At a recent county fair, a friend counted over 50 people wearing various items of Red’s Trading Post clothing.
He recommends dealers, when designing signature items, use primary and conservative colors, ensure their business name is clear and avoid funny themes or political statements that might be offensive.
Red advertises on radio and television and advises dealers to tell ad sales people you don’t want to buy an ad, but rather you want an ongoing, positive advertising relationship.
“Experiment with different ads and time slots, but concentrate on drive time and the local news,” Red said.
Newspaper ads can be valuable when you’re running special sales events, according to Red, but dealers can also promote their shops without buying ad space.
“Did you or a staff member attend an armorer’s course or go to a big trade show? Did your staff pitch-in on a community project, or did you sponsor a kids’ sports event or a civic fundraiser? Organize the facts and photos and contact the local newspaper. They’re always looking for local flavor and it’s all about name identification. It’s good for business.” Red said.
A Community Landmark
Red’s Trading Post is in a building that dates to
1912 and is listed in the National Register.
Today, Red’s Trading Post is a solid success. Sales are strong and steadily increasing. People freely wear the store’s advertising to work, play and social events. Vendors and distributors enthusiastically support Red’s sales efforts, and his customers are tremendously loyal. Most telling, when the national gun-store giant landed in Twin Falls last October, Red’s business not only survived, it improved!
“We take every opportunity to remind the public that we’re family-owned and a landmark in the community. That’s important to our customers,” Red said.
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