The airgun bonus

Shooting Industry, July, 1997 by Chuck Karwan

Can a gun dealer really make any money selling airguns? The answer is yes, with one important condition: the dealer's attitude about airguns.

Airguns often don't get any respect: "I run a gun shop and they aren't guns!"

While there's room for debate, let's not. The question is: can you make money selling airguns? Yes. It's also likely that those who ridicule airguns probably had one as a youth and likely still do.

Airguns are fun. Airguns can be fired on simple indoor and outdoor ranges. Airguns don't require a waiting period or background check to purchase. Airguns are a great way to introduce young people to shooting. Airguns can make you money.

Nationwide, airgun sales are steadily increasing, particularly in the adult market. However, many dealers believe they can't compete against the mass-market chain stores, especially in the less expensive airgun market.

Randy Reynolds of Atlantic Guns in Silver Spring, Md., points out this is only true for a few models of BB-guns and low-end pellet guns.

"There are many inexpensive models the chain stores do not carry that can sell well for the gun dealer," said Reynolds. "Good examples are the Crosman 357 and the Daisy 45 C[O.sub.2] powered air pistols that are great for handgun training."

The Crosman 357 is an airgun version of a typical .357 or .38 revolver and the Daisy 45 is similarly styled after a Colt .45 semi-automatic pistol. Randy sees every owner of the above firearm models as a potential customer for the airgun versions.

Many dealers also believe customers won't pay the same kind of money for a high-end "adult" airgun that they will for a centerfire rifle.

Reynolds suggests dealers, "Stock a good selection of entry-and mid-level airguns to get customers started. Once they are hooked on airgun shooting they are ready for something better and will buy the high-end airguns."

Successful dealers who sell a lot of the more expensive airguns, offer these key sales points:

* It costs just as much to make an airgun with a high-quality barrel and a checkered walnut stock as it does to make a similar high-powered rifle.

* The average centerfire, big-game hunting rifle will be fired only about a dozen times a year in the fall, while the air rifle will be fired thousands of times over the entire year.

* High-quality airguns can be fired 100,000-plus times without parts breakage or service.

* With the possible exception of the C[O.sub.2] powered airguns, airguns are extremely inexpensive to shoot. The ammunition savings over even a .22 rimfire will eventually pay for even an expensive airgun.

* The more powerful airguns are fully capable of killing many varmints, pests, and small-game animals.

* High-quality airguns are incredibly accurate.

* Airguns are relatively quiet to shoot.

* Airguns are not subject to the same restrictions as firearms.

Once customers learn these points, they're much more likely to spend their hard-earned cash on more expensive airgun models.

The best way to educate customers, according to Herb Karawciw, of the Shooters Service Ltd. in Livonia, Mich., is, "To have a staff that is knowledgeable about airguns, how they work, and the features of the better models."

Ronnie Gulihur of Carter's Country in Houston, Texas, agrees. "It's important for the salesman to bring up the topic of airguns when he is talking to customers. This will lead to many more sales than waiting for the customer to ask about airguns," said Gulihur.

"Stock a good selection of airguns at all price points. We have at least 30 different models in stock at all times," said Mike Daley of Reed's Sport Shop, San Jose, Calif.

Airgun sales are fairly steady year round, although, "The Christmas season is very big for airguns in our shop mostly because many are being purchased as gifts," Gulihur said.

There's often less reluctance to buy an airgun as a gift because it doesn't require federal paperwork, waiting period or permits. Airguns can legally be shipped to another state without going through a licensed dealer. These are all strong selling points.

The .177 is the most liked caliber for pellet guns with the .22 nearly as popular in some areas. The .20 caliber (5mm) also has a strong following. Beeman also has several high-powered .25 pellet rifles that are gaining a following among those who hunt with air rifles.

What are the hot sellers today? Benjamin Sheridan Blue Streak is frequently mentioned as the top entry-level gun. The RWS 24 and 34 and the Beeman R7 and R9 are the most mentioned higher-priced air rifles. Among air pistols, the Crosman 1322 and 1377 are popular entry-level guns while the Beeman/Webley Tempest and Hurricane are the most often mentioned in the higher-priced category.

Dealers that carry higher-end airguns invariably report they favor the RWS and the Beeman lines.

"RWS and Beeman have fantastic factory service policies and warranties," said Karawciw. "If anything goes wrong with one of their products, they take care of it right away."

While the majority of customers buy airguns primarily for plinking and informal target shooting, many sales are generated by promoting airgun hunting.