Key Impact Sales & Systems

A

Strongly Pro

+60 to +100

B

Pro

+20 to +59

C

Mixed

−19 to +19

D

Leans Anti

−59 to −20

F

Strongly Anti

−100 to −60

Two questions are graded separately. The rating of a business from a customer’s perspective reflects how it treats gun owners who spend money there. The rating of a business from a supporter’s perspective reflects whether it actively defends the right. A business can score well in one area and poorly in the other.

Evidence ages. An old receipt says less about a company today, so it counts for less. A record too old or too thin to support a letter shows no grade rather than a guess.