• GTW Author

2020 SHOT Show Retailer Seminars Offer Something for Everyone

By John McNamara, NSSF Senior Director, Retail & Range Services

Each year, on the day before SHOT Show opens, NSSF hosts its premier educational event for firearms retailers and range owners: SHOT University. Not everyone can get to Vegas in time to attend SHOT University, though, so NSSF also provides a number of Retailer Seminars that take place Tuesday through Thursday during SHOT Week. With most at just an hour, they offer a quick break from the show floor while providing insights and discussions on a wide variety of topics any retailer and range operator can use. Let’s take a look at what’s on tap for 2020.

Tuesday, January 21st, 2020

9-10am Monetising Your Range Metals. Shooting ranges create metal biproducts that must be handled to OSHA- and EPA-compliant standards. Learn how to take this complicated and time-consuming process and turn it into a convenient, compliant and transparent revenue stream for your business. Led by Dianna Rotolo, this seminar will include a Q&A session, and all paid registrants to this presentation will receive a free link to NSSF’s most popular report, the nearly 200-page “Industry Reference Guide” (a $95 value).

9-10am 24 Million People Want to Buy Their First Firearm. Will it Be Yours? Recent NSSF research shows there are millions who want to buy their first firearms, but their motivations for owning a firearm vary widely. This presentation, led by NSSF’s Jim Curcuruto, will describe the motivations and product preferences for the eight major consumer segments that make up the 24 million Americans who want to buy their first firearm.

10:15-11:15am Leadership Strategy for the FFL Retailer and Range Owner. Think, for a moment, of your business as a beehive. In a beehive, there are many tasks that need to be performed daily in order for the hive to survive and thrive. Neglect any one of these tasks for too long and the hive collapses – and that goes the same for your FFL retail store or shooting range. In this session, retail expert Hank Yacek uses the relationship between a beehive and a beekeeper to take your business to break down the basics of what it takes to grow and prosper.

10:15-11:15am. Influencer Partnership Panel Worth just $2 billion in 2017, the influencer industry is set to reach $10 billion by 2020. One of the biggest opportunities for your business doesn’t come without its challenges. Please join this special panel discussion to learn how to choose influencers, negotiate contracts and pricing, understand the rules and regulations governing influencer contracts, create deliverables that maximize your return on investment.

11:30am-12:30pm NICS/E-Check. The National Instant Criminal Background Check System – NICS – has been in existence for more than 20 years. Though a well-established process, NICS continues to evolve and grow. In this special Retailer Seminar, Nicholas Casey and Eric Moore of the FBI’s NICS Section will share some of the most common issues they encounter when supporting background checks for Federal Firearms Licensees (FFLs).

1:30-2:30pm Dealer Liability. Everyone in the firearms industry knows of the all-too-frequent attempts to hold a dealer, gunsmith or manufacturer responsible for injuries resulting from a firearm. To date, the industry has been successful in limiting the exposure of the industry from plaintiffs seeking damages, but the attempts will continue. Where does today’s dealer stand with respect to their liability for injuries resulting from a firearm or ammunition they’ve sold?

1:30-2:30pm Secret Shoppers: A Creative Way to Improve the Customer Experience. Barbara Baird and Karen Butler, two pioneers in the firearms industry, collaborated to create a seminar that will help you increase your sales by examining your store through the eyes of an undercover shopper. Baird and Butler take the expertise they have earned through their combined secret shopping experiences at more than 150 retail shops and with nearly 3,000 undercover shoppers to help you create a low-cost, secret-shopper program.

2:45-4:45pm Expanding the #GunCommUNITY. The Black Guns Matter 50 States Tour affords Maj Toure the unique opportunity to build and collaborate with a variety of important, and sometimes unlikely, members of the gun community. In Toure’s distinctive position, he supports others with building their networks, overcoming petty disagreements and expanding the idea of what it means to be a member of the #GunCommUNITY.

Wednesday, January 22nd, 2020

9-10am Measurable Success: The Gold Standard. In this session, retail expert Hank Yacek reveals the gold standards of success measurement and provides you a suite of tools to help target and fix areas in which you struggle while effectively gauging your successes for future improvement.

10:15-11:15am Mastering the Used Gun Market. While cases of shiny new guns are the eye-candy of any firearms retail store, a well-run used gun program can be the silver lining of your profit centers. Moderated by retail consultant and SHOT Show favorite Doug Vanderwoude, this seminar reveals how fair buying and smart pricing can give you turns and margins far beyond what your new-gun inventory provides – and can build a loyal customer base in the process.

11:30am-12:30pm Mentorship Workshop. NSSF invites its tenured retail and range professionals and those in the new-business startup phase to an all-new Mentorship Workshop. In this workshop, experienced business owners will partner with NSSF Retail and Range Services Team members and new business owners to refine key components of this new NSSF mentorship program by sharing needs and experiences, reviewing NSSF tools and services and offering insights into what a premier mentorship program should include.

1:30-2:30pm NSSF Government Relations Update. All industry professionals attending the 2020 SHOT Show are encouraged to attend this special update on federal and state legislation that has the potential to and will impact the lawful commerce in firearms and ammunition products. NSSF’s Government Relations team will moderate this seminar and they’ll also discuss the role NSSF’s Political Action Committee plays in helping to elect pro-industry, pro-Second Amendment candidates for federal office.

2:45-4:45pm ATF/FBI/NICS Town Hall. Come one, come all to NSSF’s annual Town Hall Meeting and hear from ATF, FBI, and NICS professionals about current laws and regulations affecting our industry. NOTE: This seminar is free to anyone registered to attend the 2020 SHOT Show.

Thursday, January 23rd, 2020

9-10am Organic Facebook Marketing. In this Retailer Seminar, marketing expert Karrie Christen will walk you through creating a powerful and organic Facebook marketing plan. The plan is easy to implement and, once executed, works to significantly improve the connection and engagement between you and your customers—and ringing the cash register.

10:15-11:15am Pawn Industry Compliance. More businesses in the pawn industry are realising that firearms can boost profits. But due to the unique practices inherent to this specialised retail segment, staying compliant with pawned redemptions in addition to the standard practices of buying and selling firearms requires following additional rules and regulations.

1:30-2:30pm FFL Security and Risk Management. With smash-and-grab burglaries a top concern for retailers across the country, security is of primary concern to every FFL holder. Please join the members of NSSF’s Security Consultant Team members to learn what your risk of loss is if a burglary or robbery occurs, the steps you’ll need to take with local law enforcement, ATF and your insurance company if you become a victim of this crime and effective, proven steps you can take to minimize your business becoming a target for criminals.


To attend SHOT University or take part in any Retailer Seminar (including the Town Hall), go to 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.



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