Caswell’s has been in Mesa, Arizona for over twenty years, but they’ve recently acquired new ownership. I got a chance to talk to the Carolann Bergeson, the new Director of Operations about the changes at Caswell’s and what that means to shooters in the East Valley.
There are over a dozen gun stores in the Mesa area, including heavy hitters like Bass Pro Shops and Sportsman’s Warehouse, which could make for over-saturation of the market. Caswell’s has found success by focusing on the personal protection and hobby shooter rather than pursuing the hunting and outdoor markets and ties in their sales department with a full range of training options and the popularity of their indoor range. Their 11 bay range has electronic target retrieval systems and air-conditioning (a welcome relief in the Arizona summer) and are staffed with friendly range officers to help keep everyone safe.
With Arizona removing the permit requirements for concealed carry last year, demand for the state-approved CCW course has dropped off, but Caswell’s has seen a marked improvement in other training courses like their Intro to Firearms and Defensive Pistol classes.
One of my pet peeves is gun store clerks who treat you rudely or ignore paying customers in favor of chatting with their friends, and I asked Carolann about their customer service training.
“The key to good service is first making sure you have enough people behind the counter”, she said, “and then making sure they know what good customer service is. We coach our sales staff and have monthly feedback and training sessions where they tell us what the customers are asking for and we coach them on the best way to help the customer. We want salespeople who are courteous and helpful and have a real enthusiasm for the job.”
Another pet peeve is gun store customers who shop for their wives/girlfriend and insist on getting a snub-nosed .38 or something similar, and I asked Carolann what her staff does in that situation.
“We ask the person themselves what they want in a gun. We’ve found that if we get them talking about what they’ve shot in the past, we can find the right gun for them, and if we can’t, we suggest they try a few pistols out on our range before making a decision.”
I also asked Carolann what her pistol of choice was: “A 9mm HK I got as a gift, but I’ve been trying out some of the rental guns and I think I might want to make a change.”
The indoor range and the training options it provides are what sets Caswell’s apart, allowing prospective gun buyers to try a rental version of the pistol they’re considering before they buy it, and if they chose to buy a new gun that day, Caswell’s will discount the range fee off the purchase price.
Caswell’s is located at 856 E. Isabella Ave. Mesa, AZ 85204. Their phone number is 480-497-5141 / 1-888-72SHOOT and they can be found online at www.caswells.com.
All photos c. 2011 Exurbanleague.com