It’s one of the most magical times of the year… March Madness!
Outside of college and professional football seasons, tournament time for college basketball is my next favorite sports time of the year. Actually, I love pretty much all sports. I’m pretty excited for golf and The Master’s tournament. Opening day of baseball season, in my humble opinion, should be a national holiday. But there’s just something special about March Madness and the finale to the college basketball season. I’m certain a number of you are already doing research on who you should pick as the winner of this year’s office March Madness pool. My bet is on Arizona.
And, since we’re in the middle of the greatest basketball tournament time, let’s chat a bit about a timeless bit of wisdom from the legendary UCLA basketball coach John Wooden… the guy who racked up 10 NCAA championships in just 12 years. Coach Wooden said a lot of memorable things, as he was not just an inspirational coach, but an inspirational human being. One of my favorite though is: "When opportunity comes, it is too late to prepare."
Like the basketball plays he outlined, Wooden also drilled into his players that success isn't about scrambling when the spotlight hits. Rather, it's about being ready long before the big moment arrives. That mindset, can and should translate directly to you, your company, and the shooting sports industry at large. In business, being ready for sales opportunities, taking advantage of the right deals at the right time, and fostering partnerships for the future, can make or break your entire year, not to mention set you and your company on the road to long term success.
In our world, opportunities don't announce themselves with the fanfare of March Madness. They show up as a sudden spike in demand, maybe from a hot new or innovative product, or a technological breakthrough that puts your company at the top of the Google search results. Or, as we’ve come to know and witness over the past decade in particular, regulatory or political winds start changing and your sales forecast vanishes like last year’s leftover leaves. On some rare occasions though, as we are presently witnessing, an unexpected positive regulatory shift slashes barriers. It’s leading to the largest demand for suppressors our country has ever seen. More suppressors have been sold in the first couple months of this year than the entire last year combined.
But here's the reality: when the wave hits, if your inventory isn't stocked smartly, your supply chain isn't resilient, or your team isn't trained to close deals efficiently, you're left reacting instead of capitalizing. The businesses that win have been preparing in the quiet times by building deep supplier and distributor relationships, nurturing loyal customer bases through consistent value and trust, and investing in sales training so reps can spot and seize upsell opportunities without hesitation.
I know I talk about this often, but it’s only because I 100% believe it’s true… relationships are the real game-changer. Just like on the basketball court, teams and players who work together well, and practice, practice, practice, will find themselves on top at the final buzzer.
Manufacturers and distributors who invest early in strong dealer partnerships - through education, exclusive previews, co-marketing support, or responsive service - position themselves as the go-to company both in good times and in tougher sales cycles. Those who wait until the opportunity is obvious? They end up chasing relationships that others already own.
Like I said earlier, Coach Wooden was a legend, both on the court and for his sage wisdom. One of his other maxims for success was: "Failing to prepare is preparing to fail." In business terms, that means daily discipline, staying on top of market trends, refining your sales processes, innovating your product lineup, and strengthening those key connections year-round. It’s not flashy, it’s not going to get your name on the highlight reel, but the unglamorous work of consistent outreach, product knowledge sessions, compliance mastery, and building a reputation for reliability, that will put you on top when the bracket reaches the championship stage.
So, whether you're a manufacturer, distributor, service provider or manufacturer rep, ask yourself: What are you doing today to prepare for tomorrow's big sales opportunity? Stock smart, train your team, and invest in relationships like the next boom is right around the corner, because it just might be. Coach Wooden proved it on the court. You can prove it in the marketplace.
Until next time,
Kenyon Gleason
NASGW President