It's really a matter of your tech. Until you get Fire By Rank, your unit typically fires one massive volley, then spends the next 20-30 seconds reloading. That gives plenty of time for the target to recover from the volley, charge, and get into melee combat. With Fire By Rank, you should get the front rank to fire, then the second rank, then the third, each a couple of seconds later. This should keep the shock effect rolling.
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