Each year the day before SHOT Show opens, NSSF hosts its premier educational event for firearms retailers and range owners: SHOT University. The forum holds something for all business owners in this sector of our industry, whether they’re in the startup phase and seeking compliance guidance or one with decades of experiencing looking for ways to keep things fresh.

Here’s a look at what’s on tap for 2020’s SHOT University.

Champion Shooter Julie Golob

When it comes to championing the firearms industry, there’s almost no one to whom the word “ambassador” applies as much as it does to Julie Golob.

Not only is she one of the top competitive shooters in the world, she also is an author, wife, mother, military veteran—and one of the most well-recognized voices when it comes to talking about firearms safety. Golob is dedicated, passionate and, most of all, genuine about what she does.

Today, that includes talking about the +ONE Movement, NSSF’s flagship shooter and hunter recruitment initiative. Julie’s keynote address speaks to the potential of this initiative and details how you and your business can be a part of turning it into reality—and profits. Don’t miss it.

Morning Learning Tracks

For 2020, SHOT University features four morning learning tracks with two sessions each. Those registered to attend the event can focus on one learning track or choose from sessions across the tracks.

Membership Training And Events Track

9:30-10:30 a.m., Integrated Staff Training Programs Help Meet Your Customers’ Needs—Training programs must be a part of your range’s business and operational plan — and not just revenue stream and scheduling details. Training programs that are “integrated” mean they support and are supported by other aspects of the business: retail, membership, non-member shooters and your advertising. 

In this session, firearms educator Rob Pincus details how your firearms training staff, including visiting instructors, should work with your retail staff to educate them about the type of gear they should be recommending for various classes, how range managers should motivate their retail staff to both participate in and heed the information being offered and how integrating education and training classes into your membership programs creates an interest in future training that adds to member satisfaction, revenue and member recruitment.

10:45-11:45 a.m., Engaging Range Technologies—A top reason people visit indoor ranges is to have fun, and focusing on the entertainment value in shooting is an effective way to attract new customers and motivate your current customers to visit more frequently. New technologies such as video projection systems and target scoring cameras are an easy way to “gamify” your range so your customers have more fun—boosting your revenue as they do—while new developments in range management software help manage store operations, predict maintenance and reduce customer wait times. Led by range design expert Bryan “B.A.” Stear, you’ll learn how embracing this new technology is one of the smartest ways today to stand out from the competition.

ECommerce and Social Media Track

9:30-10:30 a.m., Instagram Masterclass—Has engagement with your Instagram account been declining? Do you need fresh ideas for content? Then come to SHOT University’s Instagram Masterclass. In this session, marketing and social media expert Michell Scheuremann reviews real-world case studies of this platform’s use by the outdoor industry and reveal what’s moving the needle today. You’ll leave this class with solid ideas to immediately implement during SHOT Show and an “Instagram Masterclass” handbook for you to use and reference.

10:45-11:45 a.m., Using Technology to Amplify Your Sales Efforts—In this session, Karrie Christen and Colin Binion from The Client Attraction Formula and FFL Consultants walk you through technologies that increase your ability to reach more clients—and without needing more man hours to make that happen. 

Compliance Track

9:30-10:30 a.m., Protection from Lead and Noise: OSHA and Today’s Firearms Ranges—This seminar provides range owners and operators with key concepts and methods for protecting employees from lead and noise exposure by meeting OSHA requirements. Expert Jason Smith discusses triggers for OSHA-compliance tasks, best methods for training employees, collecting samples, testing ventilation and documenting results and selecting personal protective equipment such as disposable coveralls and respirators. Smith then talks about noise levels on both indoor and outdoor ranges, and you’ll learn about NSSF’s resources for staying OSHA-compliant.

10:45-11:45 a.m., ATF Inspections and NFA Compliance—NSSF Compliance Consultant Team members Wally Nelson and Harry McCabe, both retired ATF Deputy Assistant Directors with more than 90 years of ATF and NSSF consultant experience between them, cover some of the top issues regarding Gun Control Act and National Firearms Act inspections, records and business practices affecting today’s FFL retailers.  Resources available through NSSF’s Premium Retail membership is also detailed. Startup FFL employees and new staff members of established FFLs are particularly encouraged to attend this session. 

Customer Experience Track

9:30-10:30 a.m., Enhancing the Shooter Experience—Range design, marketing and sales experts Chris Hart and Aaron Ludwig lead this engaging session that details how range or firearms retail store owners can drive more customers through their doors, have those customers stay longer and have them return with regularity and frequency to purchase your inventory and services. They’ll cover the work nedessary to get these customers to your parking lot, then detail the look, feel and experience today’s shooting sports customers are seeking in their local ranges and firearms retail stores. Like the movie line says, “If you build it, they will come.”

10:45-11:45 a.m., Retail Showroom Space—Profit-Maker or Profit-Sinker? The retail showroom exists as one of the greatest expenses in your business. Neglect to optimize this space and you punish your profits. In this session, retail expert Hank Yacek discusses the key elements to understanding how to maximize the return on investment from your showroom covering concepts such as “profit density,” “assortment optimization” and “customer-flow dynamics.” You’ll come away seeing your showroom from a whole new perspective and head home with a new set of tools to develop a profit-making strategy for the most important section of your business.

Afternoon Training Sessions

New for 2020, all industry professionals attending SHOT University will collectively take part in three afternoon sessions being offered.

1-2:30 p.m., Media Training—At some point or another, your range or retail business will be approached by a member of the media. This could be in the promotion of an event, an interview for expert opinion or in response to a tragedy. Now, we’ve all seen, heard and read firearms owners being interviewed—and plenty of people who don’t own firearms—who end up putting a negative light on our industry. Learning the most appropriate ways to respond to media inquiries presents an opportunity to show the positive side of the firearms business, and this session, led by award-winning reporter Terri Watkins, delivers just what it takes to accomplish that.

2:45-4:15 p.m., The Convenience Revolution—Today’s consumers want a convenient and frictionless shopping experience. Companies such as Amazon and Uber disrupted their respective industries by being more convenient. Thankfully, you don’t have to disrupt your entire industry—just your competition. Customer experience expert Shep Hyken reveals six compelling strategies to fuel your own customer convenience plan and stand out from the crowd.

4:30-5:30 p.m., The Business of Freedom—In this highly engaging presentation, SHOT Show favorite Maj Toure, cofounder of Black Guns Matter, lays out a comprehensive plan for using business as a tool for ending the current state of tyranny and attack on the 2nd Amendment. Toure discusses how he’s working to better engage urban communities in the 2nd Amendment fight and explain how companies and organizations can support the Black Guns Matter mission.

In addition to SHOT University, NSSF is offering 18 Retailer Seminars. These shorter sessions (most are just an hour) take place at various times Tuesday through Thursday, Jan. 21-23, and cover a wide variety of topics from influencer strategies and how ranges can profit from their metals waste and to dealer liability, organic Facebook marketing and using secret shoppers to improve your customer service. 

NSSF is also hosting a special seminar for California retailers—Calling All California FFLs: Preparing for Your State’s DOJ Inspection—as well as our annual ATF/FBI/NICS Town Hall. The Town Hall, taking place from 2:45-4:45 on Wednesday, Jan. 22, is free to attend for all who are interested.

To attend SHOT University or take part in any Retailer Seminar (including the Town Hall), go to SHOTShow.org. Both forums are listed under the “Education” tab at the top of the page. Once you’ve registered to attend the show, simply add the University and/or Retailer Seminars of your choice to your shopping cart.