October 27, 2025

How to Diversify Revenue Streams When Sales Slow Down

By Sheila Farr

When sales dip or traffic thins out, most range and retail owners feel the squeeze fast. Margins are tight, overhead is high and the market is constantly shifting. But those slow periods can also be an opportunity — a signal to rethink your business model and build something stronger, more flexible and better prepared for the future.

When Profit Margins Shrink, Creativity Matters

When your bottom line starts to feel pressure, it’s easy to focus on cutting costs. But resilience doesn’t come from trimming — it comes from innovating.

“Resilience doesn’t come from cutting — it comes from creating new value for your customers.”

Instead of asking, “Where can we save?,” start asking, “What else can we offer?”
Diversified revenue isn’t just about selling more — it’s about finding new ways to engage your customers, extend your brand and create consistent income that’s not tied to the daily sales counter.

Layered Revenue = Long-Term Stability

Think of your business like a table. If it only has one leg — product sales — it doesn’t take much for it to tip. But with three or four strong legs, it stands steady no matter what happens in the market.

“A business with multiple revenue ‘legs’ stands steady no matter how the market shifts.”

Some proven “legs” to consider:

• Memberships: Offer tiered memberships that provide range time, discounts or exclusive training access.
• Training Programs: Safety courses, certifications, women’s events or family-focused classes build community and repeat engagement.
• Events & Experiences: Host competitions, themed nights or skill challenges to draw new traffic.
• Partnerships: Team up with local businesses, instructors or manufacturers for co-branded opportunities.
• Digital Services: Offer online booking, gift cards or even digital training resources for remote customers.

Think Beyond Foot Traffic

Even loyal customers may not come through the door as often as they used to. But this doesn’t mean they aren’t looking for value from your brand.

“Your customers may not always walk through your doors — but they’re still within reach.”

Build out online communities, subscription boxes or digital memberships that give customers ways to stay connected and spend consistently, even when they’re not physically on-site.

Action Steps: Building a 12-Month Resilience Plan

1. Evaluate Your Current Mix. What percentage of your revenue is from product sales vs. services, memberships or training?
2. Identify Seasonal Gaps. Use slow months to test new ideas or offer limited-time programs.
3. Leverage Data. Track what customers buy and what they ask for — often, your next revenue stream is hidden in plain sight.
4. Engage Your Team. Your staff interacts with customers daily. Ask them what people are requesting, skipping or wishing you offered.
5. Set Quarterly Goals. Add one new income stream per quarter, track its performance and adjust. 

Future-Proofing Your Business

The most successful ranges and retailers in 2026 and beyond won’t just sell products — they’ll sell experiences, access and community. By layering diverse income streams, you’re not just surviving tough times — you’re building a business that thrives in any market.

“The future belongs to businesses that create experiences, not just transactions.”

Will you be at the 2026 SHOT Show^®?

Rising costs and changing customer trends demand smarter strategies. Discover how to diversify revenue through memberships, education, events and partnerships. Learn more from Shelia Farr at SHOT University™️ during her educational session Profit Under Pressure: Diversifying Revenue Streams for Ranges and Retailers in 2026 and Beyond.

Enroll in this and other educational opportunities during the SHOT Show registration process, or add sessions anytime to your registration.

Seats will be limited. Enroll early to get your spot! Enrollment Fees Per Session: $40 NSSF Members | $75 Non-Members. Learn more about NSSF Membership here.

About the Author
Sheila Farr is the HR Director and Director of Training at Smokin’ Guns Range & Shooting Academy in Biloxi, MS, where she combines over two decades of entrepreneurial experience with a deep commitment to personal development, safety education and workforce readiness.