Author:
Cassie Scott
To better serve customers and boost your profit margins, offer bow-tuning techniques that go beyond basic service. Archery pro shops that market expertise attract new customers and stuff cash into their register year-round.
“Advanced bow tuning is a great way to increase profits,” said Kurt Smith, ATA’s senior manager of retail programs. “Methods like broadhead tuning, bare-shaft tuning and even paper tuning can frustrate archers, which makes them more willing to pay for professional services.”
Those tuning methods, and others like creep tuning or torque tuning, help boost performance and improve forgiveness in your customers’ setups. By providing high-end service, you show customers you’re dedicated to their success, and that you deliver unique expertise that helps them achieve their goals.
If your tuning techniques help them reach their goals faster, they’ll keep investing in your services. Just be sure you know your new equipment and that you’ve mastered the tuning techniques before you sell these services. Photo Credit: Shane Indrebo.
Get the Equipment, Get the Customers
Many advanced tuning techniques require pro-shop equipment such as a bow press, draw board, arrow saw or mechanical shooting device. Most archers, however, only know basic tuning techniques. As they tackle more complicated problems, they’ll need your help. Serious pro-shop gear is too expensive for most DIY guys, but each item can pay for itself – and then some – if the store uses and markets it properly.
Invest in tuning tools that help you efficiently adjust and adapt your customers’ equipment. Archers and bowhunters strive for accuracy and consistency. If your tuning techniques help them reach their goals faster, they’ll keep investing in your services. Just be sure you know your new equipment and that you’ve mastered the tuning techniques before you sell these services.
No matter how precisely you tune a bow, however, some customers will still struggle to shoot consistently. In that case, the best “tuning” you can offer is to work on the customer’s shooting form and technique. Photo Credit: Shane Indrebo.
Help Your Customers
Customers usually rely on you or your bow technician to tune their bows with sophisticated equipment. While you work, walk them through the process to explain what you’re doing and why. Those insights subtly justify your service costs while building trust. Once you complete the advanced tuning technique, your customer should see or feel the difference.
No matter how precisely you tune a bow, however, some customers will still struggle to shoot consistently. In that case, the best “tuning” you can offer is to work on the customer’s shooting form and technique.
One-on-one coaching lessons help archers develop consistent form. Once their form is solid, teach them tuning exercises and adjust their form as necessary. Coaching customers lets them see how you tuned their bow specifically for them. That can take time, so be patient.
Define your service prices, and don’t be afraid to offer customized care. Photo Credit: Shane Indrebo.
Determine Your Price
Both processes have their time and place. Talk with your customers to ensure you’re providing the help and service they want. Define your service prices, and don’t be afraid to offer customized care.
“To sell those services at a premium price, the shop must be able to explain the process and benefits to the customer,” Smith said. Thoroughly explain what your customers get from your services, and how much they will pay. Prices will vary depending on what you include in standard or customized service. Charge fairly and appropriately. Post your service rates and charge everyone consistently.
Be the Expert
Smith reminds retailers to emphasize their expertise. “To keep and attract new customers, shop owners and employees must be able to tune a bow more precisely and efficiently than their customers can,” he said. Services are opportunities to show off skills and expertise. Service should also open doors to more equipment sales.”
By offering advanced tuning techniques, you’ll also increase opportunities to make extra money year-round. Contact Kurt Smith with questions or concerns at kurtsmith@archerytrade.org.
