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October 6, 2022

Firearm Retailer and Range Sales Training Series

In 2022, NSSF®, the firearm industry trade association, will be providing industry businesses with FREE in-depth sales training online via the 2022 Sales Training Series — a bi-weekly, live webinar series, with a focus on customer satisfaction, growth and return rate.



Recordings of the 2022 Firearm Industry Sales Training Education series will be made available in NSSF’s SHOT University Online – the firearm industry’s premier resource for education and training — available for free to NSSF Members and their staff.

Not an NSSF Member? Visit or reach out to our member services team at To learn more about NSSF’s SHOT University Online, visit



What Do Customers Really Want From Retail? – Recording Now Available

What do customers really want from retail?

It has been reported on multiple fronts that the post-COVID landscape of retail has deteriorated into a state of disrepair that is driving more and more customers to do business online or through local delivery services. Surveys show that customers are willing and excited to visit physical retail stores again if, and only if, they up the experience quality. In this session, we will go over the key elements of customer satisfaction, give techniques on how to dissect the processes in your store to correct the weak points, strengthen the positives, and bring the retail experience of your store to go beyond what customers are expecting.

Watch at SHOT University™ Online


What is a customer worth?What Is a Customer Worth? Recording Now Available

When we understand the actual value of a customer beyond their visit to the store today it can profoundly impact how we interact with and make decisions about each and every customer in our store. In this session, we will calculate, line by line, the exact value of a customer and how they contribute to the long-term success of a store.

Watch at SHOT University Online

Be More Profitable by Not ‘Selling’ Products Recording Now Available

Be More Profitable by not selling productsThe true path to profitable retail sits in the radical mental shift to realizing that selling products and services is the dividend of our customer interactions, not the purpose. If we do our job right and focus on “why” the customer came to our store we will not only sell more products but build long-term loyalty to our brand.

In this session, we will focus on the key elements of listening skills, questioning techniques, and other tactics to discover the true needs of a customer and solve their problems through the sale of products and services.

Watch at SHOT University Online

How to Grow Your Market Share by Avoiding ‘Cruise Control’ During Market Surges Recording Now Available

SALES TRAINING: How to Grow Your Market Share by Avoiding ‘Cruise Control’ During Market SurgesWith products becoming more regularly available how will you continue to keep customers coming through your door or buying from your website instead of at the competition? It is all too easy to put promotions on cruise control during market surges and panic when we start seeing customers, who we thought were regulars, return to their old habits and shop elsewhere.

In this session, originally presented live on June 22, 2022, NSSF Range & Retail Consultant Hank Yacek shared usable actions and strategies for promoting your store, products, services, and staff to grow your market share.

Watch at SHOT University Online

How to Keep Your Team Focused on Customer Satisfaction Recording Now Available

How to Keep Your Team Focused on Customer SatisfactionACT isn’t just a college exam — ACT is a simple term we can use every day to help us keep our team focused on customer satisfaction. The key here is that a satisfied customer is not a loyal customer. Only when we exceed customer expectations consistently do we build a fanatically loyal customer.

In this session, we explore how to ACT on the sales floor or anytime we interact with customers.

Watch at SHOT University Online


Banner Image: Premium Retailer Membership - Apply Today

NSSF Member Testimonial - Quote: For any retailer, large or small, this membership is a no-brainer. Between the educational materials, access to the best firearms attorneys and other premium benefits, this membership is what many of us have been waiting for. -Joe Keffer, Sportsman's ShopLooking for more guidance? NSSF®’s Premium Retailer Membership is a top-tier membership for firearm retailers designed to help retailers protect their business against administrative actions taken by ATF, including license revocation.

Membership directly supports NSSF in its mission to promote, protect and preserve our industry and our sports. NSSF stands in defense of every segment of our industry on Capitol Hill and in state capitols nationwide and is working on behalf of every one of its members every day to strengthen our industry. Start your application today, or upgrade your existing membership to premium.

Apply Today

Looking for more education opportunities?

Consider NSSF’s SHOT University Online, a one-stop e-learning platform for firearms retailers and ranges. On-demand and free for NSSF members, this library of interactive online courses provides a deep dive on critical topics ranging from compliance and regulatory issues to operational guidance and business improvement for both business owners and employees.

Learn more about SHOT University Online

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