Selling tactical products to non-tactical customers is an art form. It’s like introducing a fine wine to someone who’s never tasted anything beyond boxed merlot. The good news for you and your business is that with the advent of today’s movies, video games, and, yes, even the political climate and rising crime rates, you’re likely going to see a lot more “average” folks coming into your business looking for more tools — whether that is for their or their family’s protection, for plinking or for something else.
Picture this: You’ve got your sleek tactical products gleaming on the shelves, ready to leap into the hands of those who understand their true value. But how do you entice the average Joe or Jane to see the utility in a tactical flashlight or a sturdy pair of gloves? It’s all about framing the narrative. First, let’s talk about defensive weapons. Now, I know what you’re thinking: How do you sell a firearm to someone who may have never even held a BB gun? It’s all about emphasizing the universal desire for safety and security. We’re not talking about Rambo here; we’re talking about everyday responsible citizens who may have never held a gun before (or may not even be interested in one), or maybe they have a shotgun for bird hunting and/or a rifle for deer hunting a few days a year, but who want to more effectively protect both themselves and their loved ones should the need arise. If they’re in your store, they have at least some interest in learning more.
The Opening Is Key Start by asking them how you can answer any questions they have. When they express an interest in something you sell, start by discussing the importance of personal safety in today’s uncertain world. Highlight how a properly trained individual can use a firearm as a last resort to defend against threats. Paint a picture of empowerment and confidence, rather than fear and aggression.
Selling the AR-15 to a “Non-Tactical” Customer The AR-15 rifle, often perceived by the uninformed as a military-style firearm, holds remarkable utility for both hunting and home defense purposes — thus the reason why it is the most popular rifle in the U.S. today. Understanding its advantages in both contexts is essential for effectively conveying its value to potential non-tactical buyers. When discussing the AR-15’s suitability for hunting, emphasize its adaptability. Its modular design allows for customization tailored to various hunting scenarios, accommodating different accessories like optics, bipods, lights and slings. Highlight the rifle’s accuracy, facilitated by its modern and precision engineering as well as its intuitive and flexible design, which enables hunters and target shooters of all sizes and statures to make reliable shots at all ranges with confidence and almost no recoil. Additionally, stress the large availability, economic pricing and versatility in ammunition selection, offering options suitable for all kinds of different hunting and shooting preferences. Transitioning to home defense, underscore the AR-15’s balance of firepower, capacity and reliability. Its semiautomatic action provides rapid-fire capability with minimal recoil, crucial in situations where a swift and accurate response may be necessary. Emphasize its ease of use in shooting accurately, as today’s AR-15’s accuracy and numerous choices of ammunition can aid in effectively neutralizing threats while at the same time minimizing possible collateral damage. Address concerns about its military association by highlighting its widespread civilian use and the importance of responsible firearm ownership and training and, of course, the difference between civilian semiautos and military full-autos. When selling the AR-15 to prospective non-tactical buyers, focus on fit (everyone in the family can shoot it), function (it can be everything from a target/plinking gun to an effective hunting rifle to an excellent choice of home-defense weapon), and fun — because, let’s face it, guns are fun to shoot.
Selling Tactical Knives
When comparing a tactical knife to an average pocketknife, it’s essential to understand their differences in design, features and intended use. A tactical knife is purpose-built for versatility and durability in sometimes challenging situations. It typically features a heavier-duty construction compared to an average pocketknife, and it will often have a fixed blade for increased strength and reliability. Tactical knives may also incorporate features like serrated edges, tanto-style or drop-point blade shape, and ergonomic handles with textured grips for secure handling. These knives excel in scenarios where strength, reliability, and versatility are paramount, such as self-defense, survival situations, or military/law enforcement use.
On the other hand, an average pocketknife prioritizes portability and general utility. It commonly features a folding design with a smaller blade length, making it compact and easy to carry in a pocket or clipped to a belt. Pocketknives often have a simple, smaller blade shape. They are primarily intended for everyday tasks and general utility, such as opening packages, cutting cords or ropes, or performing minor tasks around the house or outdoors. Tactical knives are more versatile tools suitable for a wider range of tasks, from cutting through tough materials like seatbelts to performing precision cutting of materials like metal and wood — and even food or game. They are built to withstand rigorous use and abuse, ensuring they hold up well under demanding conditions over time.
Additionally, many folding tactical knives also feature secure locking mechanisms, reducing the risk of accidental closing during use. In defensive situations, these also pose a great advantage. These knives offer fast and easy access when needed, with features like fixed-blade designs or quick-deployment mechanisms. The specialized blade shapes and features of tactical knives are optimized for defensive use, allowing for efficient and effective engagement if confronted with a threat. In other words, a tactical knife does all of the things a gentleman’s pocket knife can do, and generally does it better.
More Capacity Has Advantages
Now, let’s address an elephant in the room — “high-capacity magazines.” Today’s political climate and media bias would have the average person believe that a magazine that holds more than seven to 10 rounds was put on Earth by the devil himself and is the main reason why bad things happen with guns. To the inexperienced shooter or average hunter, so-called high-capacity magazines may seem excessive or even intimidating, but we know better, don’t we?
High-capacity magazines, whether for handguns or rifles, are about more than just “spraying bullets” like we see on TV or in the movies — they’re about ensuring your customers have an ample supply of ammunition when it matters most. They’re also about minimizing the time it takes to reload at the range, or the times a shooter might wish they had a fourth or fifth shot at that running coyote that they spooked from the calf pen or chicken coop. When discussing high-capacity magazines with non-tactical customers, focus on practicality and preparedness. Talk about how having extra rounds readily available can mean the difference between life and death in a critical situation. Frame it as a tool for ensuring continuity of fire during a defensive encounter, rather than as a means of aggression or excessive force.
Body Armor Body armor might seem like a foreign concept to the uninitiated, but trust me, everyone wants the comfort of feeling safe in a scary situation. When discussing body armor with non-tactical customers, focus on its role as an insurance policy against life’s unexpected dangers. Talk about how it provides peace of mind, whether it’s a break-in at home or an active shooter scenario at school or work. Emphasize its versatility, cost and wide acceptance — it’s not just for law enforcement or military personnel; it’s for anyone who values their safety and wants to be prepared for whatever may come their way.
Let There Be Light Tactical lights are purpose-built tools designed for reliability, durability and versatility in demanding situations. They typically feature rugged construction, water- and impact-resistance, and specialized features tailored for, well, tactical use. These lights often produce higher lumen output, providing brighter and more focused illumination. This brightness is crucial for tactical applications, such as navigating in low-light environments, disorienting potential threats, or illuminating distant objects during concerning scenarios.
Additionally, tactical lights might incorporate features like strobe modes, momentary-on switches, and bezel designs optimized for striking or self-defense. These features enhance the light’s versatility and effectiveness in various situations and give options for defense that are non-lethal. They also often feature rugged knurled grips and compact form factors for convenient carry and deployment. These design elements ensure that users can access their light quickly and effectively, even in high-stress situations. In other words, there is a lot of added value for the non-typical tactical customer. So, how do you go about selling tactical products to non-tactical customers? It all boils down to education, empathy and enthusiasm. Take the time to understand your customers’ needs and concerns, and tailor your approach accordingly. Educate them about the benefits and practical applications of the products you’re selling, and above all, be enthusiastic about what you’re offering — passion is contagious, and it can go a long way in convincing even the most skeptical customer.
Selling tactical products to non-tactical customers is all about reframing the narrative. It’s about emphasizing safety, preparedness, and empowerment, rather than the selling of fear and aggression. By focusing on education, empathy and enthusiasm, you can bridge the gap between the tactical and the everyday, and help your customers feel both confident they have come to the right place for help and empowered in their ability to protect themselves and their loved ones.
