Guide to Maximizing Sales with Suppressors
Murano Ballroom, Level 3
SSU01
The surge in suppressor sales and interest has skyrocketed, driven by faster Form 4 processing times. This comprehensive course will address the following key areas: understanding compliance requirements, navigating the purchasing process, meeting customer preferences, grasping the basics of suppressor accessories and mounts, exploring common terminology and features.
Speaker: Zak Keehn
Turbocharge Your Business Through Performance Groups
SSU02
Where do I get ideas to grow my business? What are the best practices for each element of my business? How can I learn and get advice from experienced operators in a confidential environment? How can I benefit from a mastermind group? These are questions that go through the minds of business owners. Many top-performing range and retail operators gain their competitive edge from participating in Performance Groups. This session is a unique opportunity to learn and ask questions to determine if a Performance Group is right for you.
Speakers: Richard Abramson, Richard Sprague, Megan Eaton, Thom Bolsch
Turn Prospects into Customers: Sharpen Your Selling Skills
SSU03
Are you ready to transform your approach to sales? Move beyond simply taking orders and learn how to lead strategic conversations that not only maximize opportunities but also build lasting relationships. In this comprehensive session, we will deconstruct and demystify the sales process, providing you with actionable insights and practical takeaways.
Speaker: Roger Grannis
What Can Adding a Credentialed Gunsmith Bring to Your Business
SSU04
What can an accredited gunsmith bring to your business? Learn about current accredited gunsmithing programs and how hiring a graduate of one of these programs can add to and diversify your customer base and increase revenue to retailers and ranges. Topics covered will include: current employed gunsmith numbers and demand, gunsmithing graduate skill sets, initial expenses, space and equipment requirements for gunsmithing, hiring a gunsmith vs contract services, and gunsmith pricing schemes and revenue potential.
Speakers: Christopher Keeler, Kevin Muramatsu
Harnessing AI for Retail Success
SSU05
In this session, we’ll explore how AI can transform retail operations within the firearm industry, focusing on practical applications that attendees can implement immediately. Topics covered include demystifying AI for retailers, using AI-generated music to enhance in-store experiences, optimizing sales and product placement with AI-driven insights, looking at future AI trends that will shape the industry and more!
Speaker: Joel Cheney
ATF/NICS Town Hall
SSU06
Beyond The Sale: Designing An Exceptional Retail and Customer Experience
SSU07
This session will explore the critical role of retail design and guest experience in the firearm and outdoor industry with a focus on overcoming industry challenges and promoting inclusivity. Attendees will gain actionable strategies for transforming their retail spaces into welcoming, engaging environments that resonate with a diverse customer base. We’ll address store layout, atmosphere, and implementing inclusivity. The session will also address common barriers, such as changing customer expectations and digital competition.
Speaker: Skyler Thomas
Your Audience Is Changing, Why Aren’t You?
SSU08
The firearm industry has been effective at marketing to its existing audience, but what about those who don’t identify as Second Amendment advocates or avid shooters? Many retailers struggle to attract potential new customers, particularly women and Gen Z, because they haven’t adjusted their marketing strategies to appeal to these groups. Drawing from my experience as the Second Amendment expert for Turning Point USA, as well as generational research, I’ve developed a women’s training curriculum and leveraged social media to grow my female student base, even in the face of challenges like shadowbanning. Now, it’s time for the industry to embrace simple, impactful changes to engage with this evolving customer base.
Speaker: Paige Roux
10 e-Commerce Changes You Need to Make This Year to Sell More
SSU09
Boost your e-commerce sales and drive more traffic to your store with our comprehensive guide. Gain access to invaluable step-by-step instructions on expanding your email list, making the most of your contacts, maximizing Amazon’s potential, and harnessing the advantages of cutting-edge e-commerce platforms. Discover how to enhance communication with customers and draw in fresh visitors to your site effectively. This session promises high returns and includes a downloadable instruction guide along with a whitepaper to kick-start your journey.
Speaker: Jason Dailey
Mastering ATF Administrative Actions: 2024 and Beyond Compliance Guide for Licensees
SSU10
Concerned about the rising frequency of ATF Administrative Actions and their implications for your license and future operations? Join our forward-looking session where legal and compliance experts provide clarity and strategic insights on ATF Administrative Actions, triggers and timing for these actions, analyze the evolving compliance landscape and its potential impact on your business through 2024 and beyond, and provide practical advice on effective responses if your license comes under ATF scrutiny.
Speakers: Joe Kavan, Andy Graham, John Clark
Unlocking Loyalty in the Membership Era: Strategies for Retaining Memberships in Your Business
SSU11
This presentation delves into the critical strategies for retaining memberships, emphasizing the importance of personalized engagement, value-driven offerings, and the pivotal role of staff in building long-term loyalty. It also highlights the significance of targeted marketing and outreach efforts in keeping members engaged and connected to your brand. Learn how to craft compelling campaigns, leverage data-driven insights, and implement innovative approaches that ensure your members not only remain loyal but also become advocates for your business.
Speakers: Sarah Parkhurst, Tim Lang
Maximizing Your Firearms Dealership: Turning Your Contact List into Customers through Effective Email Marketing
SSU12
In the competitive firearm industry, reaching customers and driving sales is a constant challenge for dealers and retailers. This presentation will address the critical need for firearms dealers to effectively leverage email marketing as a powerful tool to transform their contact list into loyal customers. The session will cover: Building your database, choosing the right platforms, email marketing best practices and newsletter creation.
Speakers: Ashley Burgess Gall, Laura Burgess
Breaking Through Barriers: Digital Marketing Strategies for the Firearm Industry
SSU13
This session will explore the unique challenges of digital marketing within the firearm industry, focusing on overcoming platform restrictions, truths and myths, and leveraging alternative channels to build an effective online presence. Attendees will learn how to utilize content marketing and innovative digital strategies to reach and engage their target audience effectively.
Speaker: Jeff Marcoux
New Efforts in the Industry’s Fight to Reduce Suicide
SSU14
FFLs and shooting ranges are among the most important partners in the firearm industry’s efforts to educate FFL and shooting range staff and customers on how to prevent suicide. NSSF and its partners have made significant progress in building awareness on this topic, particularly by using the NSSF-AFSP suicide prevention toolkit. Our focus now is to build an even bigger team to reach more gun owners and their families with knowledge that can save lives. That includes understanding warning signs, how to reach out to someone who’s struggling, how to connect people to care and emphasizing secure firearm storage. New efforts in the fight against suicide that can benefit FFLs will be discussed.
Speakers: Russell Lemle, Bill Brassard, Ryan Price, Waco Hoover, Gala True, Caleb Morse
Creating a Powerful Compliance Program in 2025: Key Steps for Licensees
SSU15
This session will explore firearm compliance frameworks. Are your compliance practices legally sound and seamlessly integrated into your daily operations, or are they potentially exposing you to costly errors, a possible warning or FFL revocation? Join this enlightening session and gain insights on: establishing a robust and easy-to-implement compliance program, recognizing crucial areas, knowing how and when to update procedures, grasping the risks associated with outdated documentation and training, flexing your operations when new ATF rulings and state laws are issued, and learning where to get the tools you need!
Speakers: Chris Renzulli, John Bocker, Wally Nelson
The Power of Customization: Increase Profits and Win New Clients
SSU16
Discover why offering custom services can set your business apart. In this session, we’ll explore how personalized firearm finishes can attract a broader clientele, increase customer satisfaction, and drive higher profits. Learn why customization is more than just a trend, it’s a powerful tool for building brand loyalty and standing out in a competitive market. Whether you’re looking to expand your services or enhance your existing offerings, this session will show you how custom options can transform your business and keep customers coming back for more.
Speakers: Gennifer Hesseling, Phil Hesseling
Maximizing Impact: Advanced Strategies for Event Planning, Sales and Promotions in the Firearm and Outdoor Retail Industry
SSU17
Businesses in today’s competitive landscape need to use events and promotions strategically to drive revenue, growth and customer relationships. This session focuses on event planning best practices, revenue growth techniques through targeted promotions, strategies for community engagement and building brand awareness, as well as strengthening partnerships with manufacturers. Key action items include developing a balanced calendar of events, aligning promotional strategies for foot traffic and sales boost, early engagement with manufacturers for successful partnerships and implementing feedback loops for continuous improvement in event execution.
Speaker: Erin Crooks
The Dark Side of AI — The Cybercriminals’ AI Playbook (Not Just for Your IT Team!)
SSU18
Artificial intelligence (AI) revolutionizes multiple industries, providing unprecedented automation, analytics and decision-making capabilities. However, the rapid advancements in AI technology have also led to the emergence of sophisticated social engineering attacks, posing significant challenges to individuals, businesses and governments. This session will explore the impact of AI on social engineering, highlighting the potential benefits, dangers and strategies for defending against these new-age threats.
Speaker: James McQuiggan