Joe Curtsinger

Curtsinger’s Sunrise Outfitters

Danville, Kentucky

This is my 52nd year in business. I’ve sold more bows than you can imagine. I’d say the biggest thing is you have to use a pencil. You can’t take the chance of guessing at the financial end of the business. You have to know what it takes on a daily basis to keep the store operating so you can make decisions based on that foundation. You have to watch your money very closely. I’ve managed to go through difficult times, recessions and all of that. The business has survived all these years because I have a close watch on the finances.

There are a lot of different tools available, but I still do things a little bit old school. I still pay all of my bills with checks. It has worked for me since 1972, and it still works today. It’s my method for having a paper trail for where the money is going. 

The next most important thing is calling your customers back. Always make sure you call people back. It is way more important than most people realize. If you don’t call people back, or if you take too long to call them back, you’ll risk losing those customers forever. Calling people back promptly makes them feel valued and cared for.

Derek Vaughn

Sunrise Archery

Fenton, Michigan

I can’t remember how I learned it or who I learned it from, but being relatable is an extremely important skill for archery dealers to have. There are so many different products and so many different skill levels for archers and bowhunters. I do my best to relate to my customers, whether they’re beginners, lifelong archers or somewhere in the middle. I listen to them so I can understand their perspective. It’s all about finding out what is helpful to them, not what is helpful to me. 

There are a good number of dealers who try to push certain products on every customer through the door because the products are what they prefer. We’ve even had some employees like that. It’s really not the best practice. You have to get to know the customer and then try to match them with a product or products that will help them accomplish what they’re trying to accomplish.

In an effort to understand an individual customer’s needs, the best thing to do is ask questions. Are they bowhunting or just shooting target archery? Are they going to the Total Archery Challenge? Do they need to shoot out to 100 yards? More important than the questions is listening attentively to what they say. Then, you’re better informed and can sell the customer the right products for their needs, or provide the service that best aligns with their objectives.

While we listen to every customer, we also have to sift through feedback. If one guy thinks we should carry a certain product that’s a little off the wall, we’ll often try to find him something we already have in stock that will work even better. On the other hand, if 10 customers ask for the same product and we don’t have it, we’ll be open to carrying it or at least special ordering it. If it’s new and different from what we’re used to selling, we’ll try to be flexible and adapt. You have to be open-minded. If you think you know everything and don’t listen to the customer, you’ll miss opportunities to grow and turn people off along the way.

Marc Ridenour

Archery Central

Caldwell, Idaho

I’m not the business guy, but I run the store for the owners, and I just love archery. So, my answers might be different than what you’ll hear from other dealers. 

I’ve learned it’s important to remember our regular customers’ names and focus on building really good clientele. A chain retailer recently opened nearby, so we have to be able to compete with that store. Regarding other archery shops in the vicinity, oftentimes customers will be served by a high school kid rather than an owner or manager. This tells me that building solid rapport, being the familiar face our customers see when they shop here, and providing top-tier sales and service is the key to building loyalty.

Next, I’ve learned you must cater to the customer by going above and beyond their expectations. For example, when I sell a bow, I make sure it is perfect for the customer before they leave the store. I offer them a free tune-up after the initial break-in period of a few hundred shots. At that time, we’ll go in the back and set up the paper tuner. I make sure the customer is 100 percent satisfied before I send them out the door. I want to make sure the customer has full confidence in their bow.

Lastly, I’ve learned it’s crucial to have what customers need in stock. If you don’t, they’ll have a reason to buy it online.