Tactical lights not only provide more light in low-light situations — supplementing a firearm or simply lighting up an area — but can also serve as a means for disorienting or striking an opponent. Long a piece of standard gear for police and military personnel, tactical lights are now also fully in the domain of self-defense-minded civilians. No matter what your customer’s needs, we have seen significant innovation in tactical lights since the days of the ubiquitous C- and D-cell MagLites. As a result, customers have more choices than ever. And retailers have their work cut out for them in helping customers decide which light to purchase and why — whether they’re public defenders, military or civilians. With that, here are four tactics for brilliant tactical light sales.

 

1: Be brilliant in your tactical light knowledge and how it applies to your customers.

The proliferation of tactical lights demands a higher level of knowledge on your part. As you know, tactical lights come in all shapes and sizes, with few or many functions, and varying degrees of durability. The price points range from relatively inexpensive to very expensive. And they may be powered by normal batteries or lithium-ion batteries, or they might be rechargeable. The lights produced by tactical lights may be steady, strobe, fixed, or adjustable, and the light beam itself can come in colors other than white. Some may offer a lanyard or crenelated bezel or a knurled grip. Or all that and more. For some customers, this can be overwhelming.

So your job is to help by finding out what your customer actually needs. Ask a series of questions about their actual intended use. Categorize your questions like this to help narrow things down a bit:

Durability: Will the tactical light see mostly urban use? Rural? Wilderness? Water? Will it be needed to provide short bursts of light or long durations of light, or both? Will the light potentially be used near a firearm or other high-shock environments?

Brightness: Do you need to light up a small area with a soft light or turn a dark alley to daylight? Do you need the light to help you see or help you be seen? Does the light beam intensity need to be adjustable?

Weight: Will you be carrying the light in a pocket, purse or bag? On a duty belt? Mounted to a vehicle? In a toolbox?

Functionality: Do you need to operate the light with a weak hand and be able to operate it with the press of a single button? Do you want to be able to program the light so it goes through a predetermined series of functions with each progressive push of a button?

Price: If one light can handle all of your needs, would it just be helpful to have two — one primary and one backup? Or one for inside a home and one for inside a vehicle?

 

2: Continually enlighten your customers on the broad usefulness of a good tactical light.

If a customer is in your store or otherwise engaged with you on the matter of acquiring a tactical light, that’s good. But watch for opportunities to further drive home the importance of a good tactical light. Emphasize to those who carry a concealed handgun the importance of knowing a target by lighting up a target. Remind them of the power of a bright light shined directly into someone’s eyes as a possible deterrent. Show how a tactical light can also be used to strike a target. Talk through other uses such as signaling for help, lighting up an escape route, and just finding other needed tools when it is too dark to see well.

In many cases, tactical lights need to be easily carried on person or even attached to a person. Be able to demonstrate that portability or compactness does not necessarily mean reduced functionality. In fact, emphasize the importance of always having some kind of light with them.

 

3: Give your customers a view and feel of the tactical lights you sell.

Websites, shelves full of products, flyers, banners and posters all have their place in helping customers understand a product’s capabilities. But there’s nothing like actually holding a product in hand and trying it out for yourself. Make sure you give your customers the opportunity to try the actual products they’re considering buying. At the least, they’ll be better informed about their decision — and they’ll likely regard you as a more trustworthy and helpful seller.

Some tactical light manufacturers provide point-of-sale kits or other merchandising support that allows for a customer to literally get their hands on a product. To aid in the selling process, have demos of several lights on hand, ready to go. If the customer is looking to supplement a handgun with a tactical light, provide a “blue gun” for them to hold and aim and use the tactical light with. Show how the clips on tactical lights work with pockets or how a light holster works on a belt. You can get really creative and create a low-light area of the store to let them see how brilliant a light is cast.

 

4: Put the spotlight on proper tactical light tactics.

With the sale of a tactical light comes the opportunity not only to demonstrate how much capability comes with such a tool but also to point out the need for proper tactics in using it. Here’s where having an on-site expert is helpful for explaining the nuances of tactical light selection and deployment. Check with local police for an authority on the matter, someone who would be willing to visit the store and provide a training session for customers or perhaps record a short video customers could view. Or, the expert could point out helpful resources online and you could pass these along to your customers at the right time. The point is to become a trusted resource on the use of an important tool, allowing the customer to take whatever time he or she needs to make an informed decision.

Remember, the proliferation and capability of today’s tactical lights mean customers have a wide range of choices available to them. While each customer’s needs may vary, there’s probably a tactical light that will suit them well. Be the kind of store that helps a customer find the perfect lighting solution. Even if you don’t sell them a tactical light right then, it’s likely they’ll regard you as a truly illuminating resource.