In a now famous supermarket study only 3% of shoppers purchased jam when confronted with 24 varieties, while 30% purchased when given only 6. Although the 10 fold increase is interesting what fascinates me are the people not exposed by the raw data.
A good number of those 27% approached the jam section with a particular jam in mind. They knew what they wanted and went to purchase. However, the range of alternatives actually placed doubt in their mind. Was their normal choice of jam the best option available? Should they try something new? These questions created enough anxiety to actually stop them purchasing.
“Am I buying the right gun?” freezes up more first-time gun buyers than anything else. They know they don’t know exactly what makes a good first gun, and when faced with dozens and dozens of choices (and probably some really bad advice from gun store clerks), they go into vapor lock, succumb to analysis paralysis and then require extensive hand-holding and guidance in order to make a purchase.
This presents a problem because the margins on guns are so small that if your salesperson has to spend three hours (or more) over the course of a week or more explaining why Gun X is better than Gun Z, bam, there goes your profit margin. Also, as Tam says, you could toss a Gen5 Glock, an M&P, a P320, an FN 509, a Berretta APX, a CZ P10C and any one of a half-dozen or so other guns into a bag, randomly pull one out, and that gun will work just peachy for your typical gun store customer. The fact is, unless you’re talking aftermarket accessories, they’re really isn’t enough feature differentiation these days to make an influence the customer’s buying decision in any meaningful way.
Sell Glocks. Sell 2-3 “not Glocks,” a value brand (Taurus, etc) and maybe a higher-end brand “cachet” brand like the better SIGs and CZs. Repeat this idea up and down the caliber selection ladder and then turn the money you save on inventory (both guns AND accessories) and employee man-hours into making your store more friendly for today’s consumer.