Dealers go extra mile.

Nick Swan, a member of the sales staff at Midwest Gun Exchange in Mishawaka, Ind., said the keychain models of Counter Assault sell well at his store and the primary users of pepper spray are women. Customers prefer to buy pepper sprays from gun dealers because they have the best selection and are knowledgeable about the product, Swan explained.

Swan highlighted two key points dealers should use to really cash in on pepper spray sales. A customer who goes to their local big--box store isn't going to get the advice and training necessary to use their pepper spray effectively. Firearm dealers can go that extra mile to give personal service by having training units on hand, so customers really understand how to use their pepper spray.

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If your customer is buying pepper spray for someone else, encourage them to bring the end-user back to your store for additional instruction. Both parties will appreciate the personal service, you will know the spray is being used in the most effective manner for maximum safety and you will most likely land a couple of customers for life.

Advances in pepper-spray design make it a very attractive non-lethal defense choice for women. Its advantages are numerous, including ease of use and portability, little training required and no permit is necessary in many states. Pepper spray is one of those items most dealers stock year-round, and, with a little marketing, it can really make your profits soar in the early fall.