Wide Variety

2020 SHOT Show Retailer Seminars offer something for everyone

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Not everyone can get to Vegas in time to attend SHOT University on Monday, the day before SHOT Show opens, so NSSF also provides a number of Retailer Seminars that take place Tuesday through Thursday of SHOT Week. With most at just an hour, the seminars offer a quick break from the show floor while providing insights and discussions on a wide variety of topics any retailer and range operator can use. Here’s what’s on tap for 2020.

Tuesday, January 21, 2020

9:00–10:00 a.m., Monetizing Your Range Metals: Shooting ranges create metal byproducts that must be handled to OSHA- and EPA-compliant standards. Learn how to take this complicated and time-consuming process and turn it into a convenient, compliant, and transparent revenue stream for your business. Led by Dianna Rotolo, this seminar will include a Q&A session.

9:00–10:00 a.m., 24 Million People Want to Buy Their First Firearm. Will it Be Yours?: Recent NSSF research shows there are millions who want to buy their first firearm, but their motivations for owning a firearm vary widely. This presentation, led by NSSF’s Jim Curcuruto, will describe the motivations and product preferences for the eight major consumer segments that make up the 24 million Americans who want to buy their first firearm, and all paid registrants to this presentation will receive a free link to NSSF’s most popular report, the nearly 200-page “Industry Reference Guide” (a $95 value).

10:15–11:15 a.m., Leadership Strategy for the FFL Retailer and Range Owner: Think, for a moment, of your business as a beehive. In a beehive, there are many tasks that need to be performed daily in order for the hive to survive and thrive. Neglect any one of these tasks for too long and the hive collapses—and that goes the same for your FFL retail store or shooting range. In this session, retail expert Hank Yacek uses the relationship between a beehive and a beekeeper to take your business and break it down the basics of what it takes to grow and prosper.

10:15–11:15 a.m., Influencer Partnership Panel: Worth just $2 billion in 2017, the influencer industry is set to reach $10 billion by 2020. One of the biggest opportunities for your business doesn’t come without its challenges. Please join this special panel discussion to learn how to choose influencers, negotiate contracts and pricing, understand the rules and regulations governing influencer contracts, and create deliverables that maximize your return on investment—and what to do if it all goes wrong. Led by social media expert Michelle Scheuermann, our panel of moderators include:

  • Melissa Bachman, owner of Deadly Passion Productions and host of “Winchester Deadly Passion”
  • Dean Capuano, director of communications, Swarovski Optiks North America
  • Jules McQueen, president, CarbonTV
  • Justin Morrissey, NSSF Social Media Manager
  • Randy Newberg, owner of Fresh Tracks Productions and host of “Fresh Tracks with Randy Newberg”

11:30–12:30, NICS/E-Check: In this special Retailer Seminar, Nicholas Casey and Eric Moore of the FBI’s NICS Section will share some of the most common issues they encounter when supporting background checks for Federal Firearms Licensees (FFLs). They’ll also provide recommendations on how best to navigate a NICS background check, and you’ll learn about processing changes the NICS Section is making to provide optimal efficiency to you and your customers, and information on utilizing the Extensible Markup Language (XML) process.

NOTE: This session is free to all FFLs registered to attend the 2020 SHOT show. All FFLs are welcome to attend, though this session is most beneficial to FFLs that utilize the NICS E-Check directly.

11:30–12:30, Calling All California FFLs: Preparing for your state’s doj inspection: California FFLs have a tricky maze of state regulations to negotiate in addition to those on the federal level. A veteran of the Golden State’s Depart­ment of Justice, Renee Lewis will explore the most common mistakes she’s seen in auditing California FFLs, and what you and your business can do to prevent them.

1:30–2:30 p.m., Dealer Liability: Everyone in the firearms industry knows of the all-too-frequent attempts to hold a dealer, gunsmith, or manufacturer responsible for injuries resulting from a firearm. To date, the industry has been successful in limiting the exposure of the industry from plaintiffs seeking damages, but the attempts will continue. Where does today’s dealer stand with respect to their liability for injuries resulting from a firearm or ammunition they’ve sold? Attorney Joseph Kavan will provide an overview of the statutes protecting dealers, as well as proposed local, state, and federal legislation that can either help or adversely affect dealers.

1:30–2:30 p.m., Secret Shoppers: a creative way to improve customer experience: Did you know you could increase sales by examining your store through the eyes of an undercover shopper? Barbara Baird and Karen Butler take the expertise they have earned through their combined secret shopping experiences at more than 150 retail shops and with nearly 3,000 undercover shoppers to help you create a low-cost, secret-shopper program—and it’s one guaranteed to improve sales once you learn how your clients perceive the customer service you and your staff offer them.

2:45–4:45 p.m., Expanding the #GunCommUNITY: The Black Guns Matter 50 States Tour affords Maj Toure the unique opportunity to build and collaborate with a variety of important, and sometimes unlikely, members of the #GunCommUNITY. For this highly interactive panel discussion, he’ll moderate a conversation between some of his partners from across the country who have benefited from joining the Black Guns Matter 50 States Tour—and show how you can do the same.

Wednesday, January 22, 2020

9:00–10:00 a.m., Measurable Success: the gold standard: There’s an old saying that goes, “You can’t manage what you can’t measure.” This is particularly true for retail. In this session, retail expert Hank Yacek reveals the gold standards of success measurement and provides you a suite of tools to help target and fix areas in which you struggle while effectively gauging your successes for future improvement.

10:15–11:15 a.m., Mastering the Used-Gun Market: While cases of shiny new guns are the eye candy of any firearms retail store, a well-run used-gun program can be the silver lining of your profit centers. Moderated by retail consultant and SHOT Show favorite Doug VanderWoude, this seminar reveals how fair buying and smart pricing can give you turns and margins far beyond what your new-gun inventory provides.

11:30–12:30, Mentorship Workshop: NSSF cordially invites our tenured retail and range professionals and those in the new-business startup phase to join NSSF for an all-new Mentorship Workshop. Here, experienced business owners will partner with NSSF Retail and Range Services Team members and new business owners to refine key components of this new NSSF mentorship program by sharing needs and experiences, reviewing NSSF tools and services, and offering insights into what a premier mentorship program should include. The experiences of those who have “been there, done that” are invaluable to those just starting out, helping them avoid mistakes, better face common challenges, and map a road to earlier success. When more individual businesses succeed, our industry as a whole succeeds.

1:30–2:30 p.m., NSSF Government Relations Update: All industry professionals attending the 2020 SHOT Show are encouraged to attend this special update on federal and state legislation that has the potential to and will impact the lawful commerce in firearms and ammunition products. NSSF’s Government Relations team will moderate this seminar, and will also discuss the role NSSF’s Political Action Committee plays in helping to elect pro-industry, pro-Second Amendment candidates for federal office.

2:45–4:45 p.m., ATF/FBI/NICS Town Hall: Come one, come all to NSSF’s annual Town Hall Meeting and hear from ATF, FBI, and NICS professionals about current laws and regulations affecting our industry.

NOTE: This seminar is free to anyone registered to attend the 2020 SHOT Show.

Thursday, January 23, 2020

9:00–10:00 a.m., Organic Facebook Marketing: In this Retailer Seminar, marketing expert Karrie Christen will walk you through creating a powerful and organic Facebook marketing plan. The plan is easy to implement and, once executed, works to significantly improve the connection and engagement between you and your customers—and ring the cash register. Even better, this plan provides one of the easiest ways to break free from the rules that make marketing through Facebook so difficult.

10:15–11:15 a.m., Pawn Industry Compliance: More businesses in the pawn industry are realizing that firearms can boost profits. But due to the unique practices inherent to this specialized retail segment, staying compliant with pawned redemptions in addition to the standard practices of buying and selling firearms requires following additional rules and regulations. Attorney Joseph Kavan will help explain those rules and cover common issues pawn shop owners encounter in record keeping, as well as detail best practices for staying in top-notch compliance.

11:30–12:30, Cultural Influences and the ATF Form 4473: Today’s FFL retail customer is more diverse than ever. From belief systems to language and a basic understanding of state and federal laws, your customers can either breeze through filling out a Form 4473—the lynchpin in your legal firearms sales—or struggle with understanding the questions. In this session, attorney Joseph Kavan will discuss how various people interpret the questions being asked, why they may react in certain ways to particular questions, and what you and your sales staff can and cannot do to help them negotiate this complex form and complete a legal sale.

1:30–2:30 p.m., FFL Security and Risk Management: Please join the members of NSSF’s Security Consultant Team to learn what your risk of loss is if a burglary or robbery occurs, the steps you’ll need to take with local law enforcement, ATF, and your insurance company if you become a victim of this crime, and effective, proven steps you can take to minimize your business becoming a target for criminals. Creating a thorough security plan will also be covered, and NSSF’s resources as part of its Operation Secure Store program will be detailed.

To take part in any Retailer Seminar (including the free ATF Town Hall and NICS/E-Check sessions), go to SHOTShow.org, log in to your account, and add the University and/or Retailer Seminars of your choice to your shopping cart.