Crimson Trace is a leader in the laser sight space for handguns, and the company has been enjoying rapid growth for the majority of the past six years. But CEO Lane Tobiassen faces an interesting dilemma: The company’s biggest obstacle is its own customer.

In order to keep up its growth, Crimson Trace needs to persuade retail partners to upsell its product when an end customer purchases a handgun—except retail partners may not think the customer actually needs it.

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