Airguns and Paintball Sales Have Never Been Better!

Airgun sales are growing at an astounding rate. Big names in the gun industry, from Colt to Walther, are seriously engaged in the airgun business. From realistic reproductions of the Colt 1911 (C[O.sub.2]-powered with full-functioning controls) to the .357 Magnum revolver look-alike from Gamo, dealers have a lot to offer their customers.

Much of the new interest in airguns stems from landlocked outdoorsmen and women who have found it difficult to find open spaces for shooting, hunting and just plain "walking the prairie."

These frustrated commuters provide a rich market for airguns. Target punching, the periodic eradication of pesky varmints like gophers, snakes, rabbits and other small animals, and basic shooting and hunting skills can all be accomplished with a air rifle or pistol.

In addition, in most neighborhoods, as long as it's done safely, recreational airgun shooting is still welcomed and politically correct.

Airguns have advantages that far outweigh their misperceived low power. At over 1,000 feet per second, a .177 caliber high-quality pellet delivers a powerful punch. Accuracy is legendary and a quarter-sized group at 25 yards is commonplace.

You get all this power and accuracy with inexpensive ammunition, quiet operation, no EPA concerns about gunpowder or loaded cartridges and almost invariably, positive social acceptance.

In the hands of mature shooters, airguns are useful tools for teaching youngsters gun safety, the basics of marksmanship and even introduction to hunting small game.

Coming Of Ago

Airguns have grown up during the last 15 years. Today's $150 to $500 adult rifles and pistols are competition-proven and perform in the field almost like a .22 when the range is under 30 yards or so. Owners take pride in their RWS air rifle, a Beeman Kodiak Magnum .25 caliber hunting rifle or a Marksman Laserhawk air pistol in. 177 caliber.

Smith and Wesson's introduction of the Model 586 and 686 .177 caliber C[O.sub.2] revolvers has raised some eyebrows. These top quality revolvers have the barrel lengths (from 4 to 8 inches) and the heft (around 40 ounces) of their real-gun counterparts. They feel solid in the hand and offer the ability to practice in the garage.

Most consumers, once they become involved, buy steadily and upgrade quickly when it comes to the extensive accessories associated with airguns. If there is an air rifle in the house, the kids are almost invariably involved in shooting and that promotes growth in the industry.

Making A Profit

Are airguns good business? Many gun dealers consider the airgun market to be an important part of their overall retail sales. David Okerlund runs Accurate Arms Gun Co. in Temecula, Calif. He wouldn't give up his airgun section.

"Some marketing ideas are basic to the industry. The idea that 20 percent of your inventory does 80 percent of your business is one of those concepts," Okerlund said. "Airguns can be an important part of that 20 percent if you can generate the interest and turn your inventory four or five times a year."

Okerlund's display of rifles and pistols is a modest one but he covers the entire range of interests.

"I may only have one of some models, like the ultra low-end $20 BB rifle - and I don't even try to compete with the big 'marts' on the price point - but you've got to stock the entire range to show your customers you're in the airgun business," Okerlund said. "You'd be surprised how often a regular customer doesn't mind paying those extra few bucks on an entry-level gun, rather than go to the mart down the street."

To build a solid airgun business, Okerlund advises making every customer a "regular" by offering great service and a wide selection of products.

"Customers can buy most of this stuff anywhere," he said, pointing to his display of rifles, pistols and accessories. "Often they can buy it cheaper at other places. So why should a person come into Accurate Arms and lay down their hard-earned money and buy an air rifle from me? Service is the only answer. Period."

Okerlund doesn't just talk good service. He provides it. One of his regular customers purchased a high-end air rifle and scope, but had problems with accuracy. Okerlund and his staff took the rifle and shot it in the store for several days.

"It's 50 feet from the front of the store to the back counter, so we set up a trap and started to figure this one out," Okerlund said. "We couldn't get the rifle to group until we used a higher-grade pellet. Then, groups could be covered with a dime. We had a smiling customer." Try that one at the local Wal-Mart!

The Right Product Mix

Okerlund says that to enter this market, dealers should stock products from Crossman, especially their Model 760 pump (a classic in the marketplace), the Daisy Red Ryder, several models from Gamo, Beeman, RWS and others in the $180 to $250 range. Finally, if you can afford it, stock a couple of models in the $400 to $500 range. Adults who get the airgun bug aren't afraid to spend the money for better performance and higher quality.