There are actions retailers can take to help assure a bright future for the shooting world — and improve sales now and in the coming years.

The three that come to mind are becoming a positive ambassador for the shooting sports, promoting and expanding youth shooting opportunities locally, and attending and learning from seminars at the SHOT Show.

We are the good guys, but not everyone realizes and appreciates that simple fact. In today’s interactive world, perceptions are reality for most folks and that means everything from local zoning matters to results at the national ballot box are determined by those who judge us as much or more by how we appear than by anything quantifiable that we actually do. Emotion rather than reason is often the deciding factor.

Although we may not be able to control what others do, we can control what we do as ambassadors of the shooting sports community. Every single member of the gun culture is an ambassador to the rest of the world whether we like it or not.

Something as simple as projecting a positive image can go a long way in winning the hearts and minds of the unaligned, who represent the majority of people out there.

I am not suggesting that we be phony and project something we are not. To the contrary, we should be proud of what we do and the products we sell. If we exude pride in ourselves it will influence others, many of whom we had no idea were even looking.

Pride is a positive state of mind. Machismo — not so much. With true pride, everything we do is affected positively — everything from day-to-day dealings in the business to our interactions with the local community.

And being a contributing part of the community accomplishes much more than simply evangelizing for the cause. It expands the potential customer base because with community involvement comes exposure to many people who would never be part of the equation otherwise.

Which brings us to the second point: We need to promote and expand youth shooting opportunities. There are many national programs to promote youth shooting opportunities, but there is more to be done. This isn’t something that can be outsourced as effectively as it can be done at home. There is nothing better than local promotions.

The National Shooting Sports Foundation is a good place to start when coming up with ideas that might work best locally. Organizations like the Amateur Trapshooting Association also have programs for youth shooters.

Even better, it could be that there are funds available to help finance local youth shooting activities. Check out the MidwayUSA Foundation. The foundation, started by Larry and Brenda Potterfield, is a 501(c)(3) public charity with a mission to help communities and organizations raise funds to support their high school, college and other youth shooting teams and activities.

So far, that foundation has $154 million in shooting sports endowment funds and there have been 2,780 teams funded and eligible to receive cash grants. It’s something to think about because one or more of those teams could be right in your back yard if you want to get involved.       

Also, plan on attending some or all of the seminars at the SHOT Show in January. Those are but three things retailers can do to improve business and help the shooting community simultaneously. There are many, many more things that can be done to help. The point is that without action, nothing is going to happen.

In the end, it is up to us to project the image of who we are and why we are important to the communities in which we live and work. We are the good guys. Let’s tell that to the world in both word and deed. It’s the winning way.