Stop Competing for the Same 5% of Gun Owners.
Here's How to Unlock the Other 95%.
The free blueprint that shows gun dealers, FFLs, and instructors how to stop racing to the bottom on price — and build a $2,100+ customer relationship from a single transaction.
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You're Competing for the Wrong 5%
If you're marketing live-fire classes to people who are "looking for training," you're fighting for the same small pool of dedicated enthusiasts as every other instructor and dealer in your area. It's a crowded, competitive, and exhausting way to build a business.
The 95% of gun owners who own a firearm but have never sought professional instruction are invisible to you — because you're speaking a language they don't respond to.
Empty Class Slots
You spend more time marketing than teaching, and your calendar still has gaps you can't fill.
One-and-Done Customers
They buy a gun or take one class and disappear. There's no system to keep them engaged and coming back.
Race to the Bottom
You're competing on price with other instructors and big-box stores, which erodes your margins and your authority.
Capped Revenue
Your income is limited by the number of hours you can teach or the foot traffic in your store. There's no leverage in the model.
The Trojan Horse That Fills Your Calendar
You can't sell training to someone who doesn't think they need it. But you can sell them something they already know they need: maintenance.
The FMM L0 Foundation Class is a 90-minute hands-on workshop on how to properly clean and care for a firearm. It's non-intimidating, universally relevant, and it gets the right people into the room with you. Once they're there, the full journey sells itself.
Not About Shooting
It's about knowledge — a topic every gun owner can agree is important.
Not About Performance
It's about preservation — no ego, no intimidation, no skill test.
Not a Critique
It's an enhancement — you're adding value to what they already own.
A Launch Pad
It's the front door to the full FMM journey and $997 in pathway revenue.
The Proprietary H30K™ System
How do you turn a $99 cleaning class into a $997 enrollment? You don't just teach them how to clean a gun. You use the H30K™ System.
This 5-pillar methodology is the core of the FMM Playbook. It transforms a basic maintenance workshop into a powerful psychological experience that makes the student ask you what the next step is.
1. Give Them an Experience
No boring lectures. Hands-on, tactile learning that builds immediate confidence.
2. Give Them Meaning
Connect maintenance to responsibility, discipline, and pride of ownership.
3. Give Them Transformation
They don't just learn how to clean; they finally understand WHY the firearm functions.
4. Give Them a Journey
Position the class not as a finish line, but as the very first step in their evolution.
5. Give Them an Invitation
The natural, pressure-free upsell that converts 30%+ of the room into the $997 Core Journey.
Want to Go Deeper?
The H30K™ System is just the beginning. A complete system of coaching, insights, and proven marketing techniques — built specifically for firearms professionals — is taught in full at Warrior Marketing Group.
Visit warriormarketinggroup.com to learn more.
The $2,100+ Customer
Here's what happens when you run a customer through the FMM model instead of a single transaction.
| Standard Dealer/Instructor | FMM Authority | |
|---|---|---|
| Initial Transaction | $525 (Gun + Ammo) | $525 (Gun + Ammo) |
| The Trojan Horse | $0 (No offer made) | $99 (L0 Foundation Class) |
| Core Journey Upsell | $0 (They disappear) | $997 (L1-L3 Pathway) |
| Recurring Revenue | $0 (They buy ammo elsewhere) | $500/yr (Ammo, Gear, Range) |
| Year 1 Value Per Customer | $525 | $2,121+ |
Calculate Your Revenue Potential
Adjust the sliders to see what the FMM model could mean for your business.
10 Chapters. One Complete System.
Click any chapter to see what’s inside the 22-page blueprint.
The $2,100+ Student — The FMM Revenue Model
A complete breakdown of how the FMM model turns a $99 entry-level workshop into $2,100+ in total customer revenue. Includes the full Value Ladder concept and the math behind the model.
The Trojan Horse — The FMM Attraction Strategy
The core strategic insight of the entire playbook. How to use a maintenance workshop as a "Trojan Horse" to reach the 95% who would never sign up for a live-fire class.
The H30K™ System Applied to Maintenance Education
The proprietary 5-pillar methodology that transforms a basic cleaning class into a powerful psychological experience that drives massive upsell conversions.
The 6-Step Certified Class Structure
A complete breakdown of the 90-minute L0 Foundation workshop, from Orientation & Expectations to the Live Demonstration and Supervised Hands-On Execution.
The FMM Certified Progression Path (L0–L5)
The complete roadmap of the 6 certification levels, from Foundation (L0) to Firearm Master (L5), showing exactly how students progress through your ecosystem.
★ Chapter 6: The Complete Sales Script Handbook
Word-for-word scripts for both In-Person and Phone sales. You don't need to be a natural salesperson; just read the script and ask the one closing question that matters.
★ Chapter 7: Mastering Objections: The 11 Most Common Pushbacks
Exactly what to say when they say "I don't have time," "It's too expensive," or "I can just watch YouTube." Never lose a sale to a predictable objection again.
The 90-Day Implementation Roadmap & Checklists
A detailed, week-by-week action plan divided into Foundation, Soft Launch, and Full Launch phases. Know exactly what to do on Day 1, Day 30, and Day 90.
Key Metrics Dashboard & Troubleshooting Guide
The vital signs of your business. Track your L0 Completion Rate, Level 1 Booking Rate, and Customer Lifetime Value. Plus, exact solutions for when things aren't working.
Your Invitation to Become the Authority
A complete 11-module overview of the full FMM Instructor Certification program and a clear path to enrollment when you're ready to scale.
Why I Built This System
I didn't grow up around guns. In fact, I grew up in an anti-gun home.
But after experiencing two home robberies within an 18-month span, everything changed. I realized I needed a way to protect my family, which sent me on a years-long quest to research and learn about personal safety and protection.
When I finally walked into a gun shop for the first time, I had a terrible experience. I was intimidated, uneducated, and was hit with the worst question you can ask a new shooter: "Can I help you?"
In 2019, I founded GuardTech Plus to manufacture premium gun cleaning kits specifically catering to newer gun owners. As our brand grew to earn "#1 Recommended" and "Best Of" awards, we started working closely with gun shops and instructors.
I listened to their frustrations. I studied their business models. I saw exactly why they weren't retaining customers — they were treating every interaction as a one-time transaction instead of the beginning of a journey.
I built the Gun Dealer’s Revenue Blueprint to fix that broken model. This is the exact system I wish the dealer had used on me the first time I walked through those doors.
— Jim Toshack
Founder, GuardTech Plus & FMM
GuardTech Plus
Manufacturer of premium firearm maintenance supplies, recognized by leading firearms publications.
✔ Editor's Pick — Gun University
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