What Keeps You In Business

Working on a “Intro to Online Marketing” class for firearms trainers, and it’s both amusing and sad to realize how few of them understand what their most valuable asset actually is.

It’s not the gazillion hours of training they’ve put in (almost all of it aimed at improving their own skills rather than the skills of their students) nor is it all the contacts they made at SHOT or the NRA Annual Meeting or Tac-Con.

Rather, the most valuable thing a firearms trainer has is their customer database, and the information it contains. Who are your best customers? How often do they show up to your classes? Do they bring in other customers? Can you even guess?

Good marketing starts with knowing who your customers are and what they are buying from you. And it’s a shame that so many trainers have to guess at that information.