Issue #2: Just Opened Your FFL? Here's What They Don't Tell You

WELCOME TO THE GRIND

So you finally got the FFL paperwork in your hand. Maybe you're setting up shop out of your garage. Maybe you signed a lease for a storefront. Maybe you're still waiting for inventory to arrive, or even planning on selling online.

Either way, you're in the game now. And this industry doesn’t just hand out wins.

This issue is for the new FFLs who aren't waiting around for luck — you're here to move product, build relationships, and avoid the dead ends that kill most new dealers in year one, if not the first few months.

Let’s get into it.

1. LOCK IN A RELATIONSHIP WITH THE RIGHT DISTRIBUTOR

• Don’t just sign up with the big names (there’s more than you think). Some won’t even notice you at first.

• Reach out directly. Don’t just put your info in online, talk to a real rep. THat first conversation is everything. You want someone who:

  • Responds to calls/emails

  • Is willing to work with low MOQs (minimum order quantities)

  • Can give you allocation insights

  • Knows the industry and what they’re talking about

R&R Tip: Get on multiple waitlists. Inventory comes fast when you're ready to jump. If you’re not ready you will get passed by in an instant. Reps are calling 50-100 shops a day, if not more!

2. BUILD A "HUNGRY" CUSTOMER LIST FROM DAY ONE

• Use your personal network (social media, in-person, family, range buddies)

• Collect phone numbers and emails from EVERY interaction

• Post consistent updates ("Just got 3 Glock 19s in, first come first served")

3. CREDIT TERMS: GETTING WHAT YOU NEED TO COMPETE

• Many new FFLs get buried because they’re always buying cash-upfront

• Ask every distributor about Net 30 or Net 60 programs after 60 days of orders (many even have special offers through the year that give even more extended terms)

• Use vendor references, even if you're just starting — small orders build trust

R&R Tip: Don’t be afraid to ask about terms EARLY. Show them you’re serious. Many are not going to shell out terms immediately. You are going to have to order and build that relationship for a few months first.

4. STAY OFF THE CLEARANCE SHELF MINDSET

• Don’t race to the bottom to compete with online sellers

• Sell on access, speed, trust, and service

• Every FFL has something they can offer that GunBroker can’t

• DO NOT ONLY STOCK LOW DOLLAR ITEMS

  • Just because you’ll have people telling you that certain items are too expensive does not mean you don’t have the customers for them. If you only stock low dollar items you’ll only ever get those customers. Start strong with a wide variety of items!

R&R Tip: Local customers don’t want to wait 5 days for shipping if you can get it to them in 5 minutes.

5. MAKE CONNECTIONS THAT ACTUALLY MATTER

• Join FFL groups and forums

• Introduce yourself to other local shops — you’re not always direct competition

• Subscribe to resources that talk real shop talk (like this one)

R&R Tip: The shops that succeed early are the ones that lean into the network, not away from it.

NEXT ISSUES IN THE SERIES:

Issue #2: How to Get Allocation (Even If You're New)

• Understand the real game of allocation

• How to position your shop for priority access

• What reps really look for when deciding who gets what

Issue #3: Building a Customer Base From Zero

• Creating your first loyal buyers without ad spend

• Using events, referral chains, and direct outreach

• Turning tire-kickers into lifetime buyers

Issue #4: Setting Up for Profit (Not Just Sales)

• Pricing smart, not desperate

• Top 3 beginner mistakes that destroy your margins

• Understanding MAP, margin, and cost-of-doing-business

Issue #5: When to Grow, and When to Hold

• Signs you're ready to expand inventory, space, or staff

• What to avoid if you're still under 6 figures

• Staying lean but lethal in your first 12 months

Stay tuned. Stay sharp. Stay stocked. Rack & Revenue

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