Shot Darts – Changing the sport of dart-throwing worldwide
Industry
Manufacturing
Location
Katikati
““Exporting is undoubtedly a challenge, but it’s immensely rewarding. No matter what, don’t forget who you are and where you come from.”
– Peter McCormick
“I’m a firm believer that empowering employees with opportunities to grow and do their thing is central to ensuring the business runs smoothly. Shot Darts is all about the people.”
– Peter McCormick
Kiwi manufacturer Shot Darts' commitment to providing the highest quality dart products has earned it international success in the sports industry.
Overview
Shot Darts is a Kiwi manufacturer with more than 50 years’ exporting experience embedded in four generations of leadership under the McCormick family.
Specialising in high-quality and precise dart-throwing products, Shot Darts skillfully manufactures darts suited for all skill levels, techniques, and playstyles.
In fact, the company’s unwavering commitment to providing the highest quality dart-related products has earned the Katikati-based business international success in the sports industry.
Today, Shot Darts exports primarily into the United States, United Kingdom, and throughout Europe, with Australia and New Zealand remaining healthy domestic markets.
In addition, Shot has more than 20 professional players that it sponsors, including current world No 2 Michael Smith.
However, the EMA Member company’s rise in the industry has been anything but linear.
CEO Peter McCormick gives some insight into how the EMA Member company cracked the international market and provides advice for other Kiwi exporters and manufacturers.
What’s the number one thing SME’s need to know about exporting and trade?
“Exporting is undoubtedly a challenge, but it’s immensely rewarding. No matter what, don’t forget who you are and where you come from. Bring that New Zealand passion and identity and get there and hustle. Kiwis often don’t understand just how big and potentially lucrative overseas markets are.
“However, don’t target the whole market all at once. Target states and/or regions as bite-sized pieces that will eventually culminate in a larger cohesive market strategy. There’s a massive opportunity for Kiwi business success.”
What’s the biggest difference between selling in New Zealand and overseas?
“There’s always been an inherent challenge getting our business’s message across to second English speakers. There have been many times where I’ve been with customers at trade shows trying to use broken English and understand broken English from different European languages and accents. In these situations, you can deal with language barriers in a very genuine Kiwi way.
“Approach these customers with a welcoming attitude, a big smile on your face, and a willingness to go back to basics and talk with them person-to-person. Sometimes you just need to work without technology and go back to basics, and the rest will follow.”
What’s one characteristic every exporter should possess?
“Persistence. I personally visited the CEO of a massive distributor in the US for twice a year over seven years before he ever made an order.
“Eventually, I managed to convince him to take a chance with Shot Darts’ product. Now, we run their whole dart distribution channels and are a massive account for his business. This would never have been possible if I didn’t build friendly and trustworthy relations through my persistence.”
What’s your approach to leadership? Can you share any tips for leaders in the industry and people coming through?
“In my working history, I’ve been through the old style of leadership across multiple firms. I choose to embrace an open-door policy to encourage communication and ensure our staff are looked after to do their work.
“From a personal and professional standpoint, I am focused constantly on the wellbeing of employees and customers. I’m a firm believer that empowering employees with opportunities to grow and do their thing is central to ensuring the business runs smoothly. Shot Darts is all about the people.”
What would you like future generations of Kiwi exporters to remember?
“Get out there, do it, and enjoy what you do! There’s massive opportunity and it’s a lot of fun.”
