Williams Blue Book of Gun Dealing 1965-1966

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UF GUN DEALING 1965

| 1966

PRICE TWO DOLLARS

This book is written to aid those who deal in guns.

It is a guide of gun values based on our experience of handling 12,000 to 15,000 guns every year. In addition, there are many helpful suggestions and tips that will benefit anyone who buys or sells firearms.

DALE

the «WILLIAMS “ou the range” DICK

Mr. Harvey Williams and his six sons have devoted the better part of their lives developing high quality, precision shooting equipment. All are hunters — alll active in the business.

HARVEY

There is hardly a hunting area in the world in which the Williams have not personally tested their own and other makes of accessories.

WILLIAMS

Copyright 1965

WILLIAMS On The Range Telephones:

FLINT,

Pligrim

2-2120

GUN

SIGHT COMPANY

AT DAVISON, or DAVISON,

MICHIGAN

Olympia

3-2440—Area

Code

c

The success of the Williams Gun Sight Company has been due largely to the service it renders. We feel that service is the most important single thing we have to offer. If we can give you a special amount of attention . . . If we can pass on information that can help you . . . it will pay off for us in the long run. The facilities of the Williams organization embody over 350 acres. Beautiful trees, woods and a winding stream form a picturesque setting for the

skeet fields, trap fields, rifle and pistol ranges. The phrase “On the Range” is an important one, as these ranges are considered by the arms companies as one of the country’s foremost testing grounds for new equipment. Many major sectional and intersectional championships have been held here. Customers and dealers as well use them to select, compare and try out new

equipment.

Our shooting accessories are not only based on practicality, strength and lightness, but on ease of installation, as well. In fact, we feel that Williams Sights and Mounts are the easiest of all to install, and that our experience in mounting

many hundreds of scopes and receiver sights annually enables us to say with certainty that these sights and mounts are designed to help the customer and the gunsmith do the best job with the least effort and time. We found it necessary to develop stain, filler and stock finish that would permit perfectly matched finishes, and at the same time, afford a minimum of delay in returning the finished gun to the customer. These superior benefits you will find in the Williams Stock Finish Kit. No product is marketed until it has been thoroughly tested and proved to our satisfaction under actual field conditions. And believe us, we are our own most

severe

critics.

The Williams practice of making regular trips to the factories provides another valuable Having advance information on new items, the Williams Gun Sight service to customers. Company is able to design and manufacture sights and accessortes for simultaneous delivery with these new products. to all parts From our new, ultra modern building we quickly process and speed deliveries of the 50 states and 33 foreign countries. In this same building is a banquet hall for dealer, gunsmith and sportsmen’s meetings. It overlooks several of the ranges and is complete with a kitchen that can handily serve 300 guests. Dealers and gunsmiths from all over the country regularly visit here to become better acquainted with the latest equipment and the latest methods of installing and servicing. The Every year the nationally known Williams Shooting school attracts about 400 youngsters. At ne* expense to the student, the school teaches safety first, conservation, sportsmanship and _ shooting.

INCREASE

YOUR

BUSINESS

WITH

THESE

products,

kits, etc.

listed

on

the

follow-

ing pages will greatly improve the dealer’s service and his profit. Most dealers can quickly and easily install the equipment listed and realize

a healthy

profit on

the article, in addi-

tion to their service charges.

MOVIES

One of the best ways for you to pick up extra business is by working with your local gun club. Each year we try to make a new sound movie of one of our hunting trips that the dealer or distributor

trade

can

show

at sportsman

clubs,

banquets,

meetings,

etc.

These

films

should

be presented by the dealer to give him added prestige and to let the members know that he is active and interested in their organization, and that he is their best source of supply not only for Williams products, but other shooting equipment. You can book these movies for specific dates if you will contact the Williams Gun Sight Co. at Davison, Michigan.

THE BIG FIVE—A new 16MM movie in natural color. Taken in East Africa. Sound track “live” from Africa. Shows the hunting and stalking of the most dangerous animals on the dark continent. Twenty-nine minutes. Hunting the Alaskan Brown Bear—A 16MM color movie with sound track. The picture is 46 minutes. The movie covers the loading of ammunition, testing the rifle and actually hunting and shooting the largest carnivorous animal in the world — The Alaskan Brown Bear. Hunting and Shooting the Year Around.A new 16MM color move with sound track. This film shows you how to enjoy a fine sport every month of the year—from big game to crows, ducks and pheasants to the Grand American. Twenty-five minutes. Big Game Trophies in the Rockies—16MM color with sound. 23 minutes. Exceptional photography and color. Shows the great game animals of the west and the actual. shooting of one of the largest Elk ever recorded. Safari South of the Border—A

16MM

Color movie with sound

track.

30 minutes

long.

Covers

the hunting of turkey, deer, jaguar, tapir, etc. It was taken in an area that is not too well known to the tourist or hunter, in Old Mexico and Columbia.

Williams Hunter Safety Film— A 16MM color movie wih sound track. The picture is 20 minutes. The movie covers the highlights of some of the educational programs that the Williams have put on for the benefit of the younger generation. The youngsters are taught conservation as well as how to handle guns safely and actually given shooting instructions. These films are furnished at a cost of $5.00 per showing. We prepay postage one way. The $5.00 charge is made to cover cleaning, checking and repairs. Bookings should be made as far in advance as possible. DROP

LAPEER RD TO PORT HURON DAVISON-“ +.

Flint @@S PONTIAC ® DETRONT

ss

tis

QA

5 WILLIAMS GUN SIGHT Co. 5 ml E OF DORTHY 2 MILES WOOF MIS ON tareen RD

IN AND

SEE

US

The next time you're in this area why not plan to drop in and get acquainted? We would like to know you — and get your ideas on some of the new equipment we are making.

We are open 7 days a week, and visitors are always welcome, any day. If you would like to stay for a day or two, we will gladly make the necessary arrangements.

SHOOTING Shooting

promotion

for an

active

gun

PROMOTION

club,

gun

shop

or

sporting-goods

store

can

well

be

one of the most stimulating and, when

successful, satisfying of all promotion activity. We of the

Williams

engage

organization

September,

October

do

and

not

try

to

November

because

in this

we,

type

like most

of activity

gun

during

clubs, have

the

months

all the shooters

of and

business we can handle during the fall season. The ideal time for the promotion of this activity is during the off-season months when so many hunters and shooters will grope around for something to do, and when the average shooter is thinking of laying the old shooting iron away until time to warm up just before hunting season. Shooting country

meets

and,

are

among

of course,

date

the oldest back

to the

sports

in this

days

of the

bow and arrow. They have been popular for centuries throughout Europe as well. In the earlier days of this country, a few printed posters nailed up in conspicuous places would bring musket and rifle shooters for many miles in all directions. Frequently these tournaments were sponsored by what we now call a local Chamber of Commerce,

and

tournament

meets

would

run

one,

two or three days. The contestants would gather from the entire countryside and meet perhaps at the village inn. Today the procedure hasn’t changed a great deal. We send out posters to the various gun clubs and other places where sportsmen meet. We send out programs to the newspapers, radio and television stations (don’t forget that they will also want the results after the meet is over). We send out cards to all known shooters in the territory and to as many

new names as we have on file., All of the registered skeet shooters’ averages and mailing addresses may be had by just getting a copy of the N. S. S. A. (National

Skeet

Shooting

Association)

Year

Book.

The

same is true of the competitive trap shooters. Their averages and addresses will all be found in the official publication of the A. T. A. If it is a rifle or pistol match, it would be well to write to the N. R. A. (National Rifle Association), Scott Circle, Washington, D.C.

When

writing to the N. R. A., direct the letter to Club

Activity.

Affiliation

with

any

of the

above

groups

is

highly desirable for both shooters and clubs. There are various types of shoots that may be held for both shotguns or rifles. Many gun clubs like to start right after the hunting fever begins to die down, with poultry shoots just before the holidays and ham and bacon shoots throughout the cold months. These are easy to handle, and don’t require the amount of preparation that a major tournament might.

Among the most successful programs our organization sponsors at the present are: the Williams shooting school for youngsters, the pistol league (this has been held every year since 1946); the Michigan Shotgun Championships; and our shotgun leagues — one in the winter For

and

one

further

in the summer. information

on

these

programs,

write

the

Williams

Gun

Sight

Co.,

Davison,

Michigan.

There is available at present a most interesting booklet called “The Gun Club Guide”, pub- Mathieson Chemical Corporation, Winchester-Western Division. A post card lished by the Olin addressed to Shooting Promotion, East Alton, Illinois will bring you a copy.

3

THE CONVENIENCE

OF PACKAGE

DEALS

New guns do not carry enough profit. The new gun business is further hurt in that too often guns are “footballed’” by firms carrying non-related items, and using the guns merely as bait to get customers into their stores. Those who depend on guns for their livelihood are hurt, as they either have to make their money during the season or eat snowballs all winter. your salesmen to sell accessories with cases, etc. with them and sell them

The only way to make out on new guns is to encourage them. Put scopes, straps, receiver sights, pads, chokes,

as a complete package. You don’t sell scopes in a show case. Mount them on a few rifles and place the guns in customer’s hands and let them really look them over. The accessories can take the sting out of the low margin in guns. They do cdrry a decent mark-up. Package deals are becoming more and more popular throughout the country, and there is good reason for their popularity, too, as they accomplish three important things. First: the price chiseler is immediately “put in his place’ as he, for a change, can not compete with the legitimate dealer who offers this service. Second: the customer gets exactly what he wants on his gun. It’s easier and more convenient for him to buy from his friend — the neighborhood dealer. Third: the dealer does not have to have a large inventory to promote this service. He can compete with the big inventory stores —he can give the price cutter a rough time — and perhaps most important, he makes his full profit on the gun and accessories. Here’s how the package deal works: tHe dealer would order a rifle or shotgun from a firm that could supply him the mount, scope, swivels, pad, etc. of the type he specified; do the service

work;

test

it; and

then

return

it to

the

dealer.

In

many

cases

the

dealers

have

their own service department and want to do their own installations. In some cases the dealers will furnish the gun and the accessories and have one of the local gunsmiths do the complete installation, in which case they could furnish the entire package to the customer. Installation charges will vary throughout the country. Remember that a gunsmith doing a good job is worth a decent service charge. Quite often when you find a man doing the work for nothing, his work is worth about that much. : An important feature in selling package deals is to have a few sample firearms equipped with accessories. It is very difficult to sell scopes, straps, etc. right out of the showcase. That isn’t selling — that’s where the customers do the buying. The 94 Winchester; the 99 Savage, probably in the lightweight, model 70; and the model 742 Remington are some of the popular rifles you should consider equipping. In this way, you simply put the firearm in the customer’s hands, let him handle it and sight it. This type of sales work is many, many times more effective than leaving all the accessories in the showcase. If you want to carry a modest inventory, equip your own personal rifle and put it on display. You'll be suprised how many of your own personal rifles you might sell during the course of the year, or how many persons would like to have their rifles fixed up just like yours. The same applies, of course to the shotgun. One of the most popular rifles for packaged deals has been the Remington 742. What applies to the 742 generally speaking, would apply to other models of rifles or shotguns as well. One of the purposes of listing the 742 rifle with the various types of accessories is to show you the general run of costs when different types of accessories are installed.

PACKAGE Remington.

7420

22.02

Spence

ce

ese

REM

$149.95

Williams Foolproof 740 AP Williams Brilliant Bead — Labor—(mounting) __...........-.--.------------Rangestestingya(zeroing)) 2: .ee een Cartridges wused)’ sits 2ec oF eee ae

Total, sighted-in

gene emington Quick

:

:

ssseiasctcdbsinnceateuins Side Mount

PACKAGE REM ance once aedu aaaieakas et Gener with

HCO

RUGS:

cored

sighed-in

ready

to go

$171.40

742-2 EOS rr co

ce on

Bear Cub .4x “scope- with dot) cc 2a eet vse ep ae Labor—(mounting, sighting-in, checking parallax) Note: necessary to drill and tap Williams plain swivels see ie oa. oe Leborsstor:miristall in cy|ameieemee anes nea acne nnn e: 1 Williams splcinis guicdemistr cies eee enn ee Castle Noe 5080 case aera alee ee ec Cartridges’ used... 225 a

Total,

10.00 2.95 3.50 2.50 2.50

ae ee I neg ee ready) to, igo tee. oe ees

ae

Convertible

742-1

|

gee

.

ks

68.50 9.00

eee ee ee oie te ed a

he oa

A 234 12.00 2.50

$268.40

THE ReeIT VINCLONMEL.

4 i

CONVENIENCE OF PACKAGE PACKAGE REM 742-3

DEALS

oMrorctns aur ayroltoveraYatertiots as)areteiaitele (ws‘elie aiteliave iaravthayd)levera eve:Sinie'esreveie'e'as ersietevesg suererecs

ECVE teaG) COMM OUI Hie ora

2.95

ar.ny-)stocise «ate casi ecrnn se Ms

2.50

charge.....--+++:ssss++e+: . —0—

IMhilccoceocosgdou

sighted-in

ready

copuncauaegor adobe

54.95

to go.........

$77.15

FP66 on the Remington 66

2.50

$249.85

CONVENIENCE

THE

The Williams with

QC Top Mount Model

a shorter

base,

and

will work

99s is now on

PACKAGE

made

all models

99s. On the older models, the tang dummy holes are no longer used for the rear mounting hole. ae PACKAGE

OF

DEALS

99F

of

SAVAGE

screw screw

99

DOORS ONGG C8 seashore ee ae ee $134.50 Williams QC Top Mount, less Ace-In-The-Hole 15.00 Fitting of this mount, including mounting, sighting, and checking the scope for parallax 6.00

NOTE:

This rifle is factory drilled and tapped

for the QC

‘

top mount.

Leupold M-7 3X Scope —.-......-.-------------------Williams plain swivels Williams slot blank _.......-..........2. ee Labor for fitting swivels — Williams plain strap Cartridges used in testing —................-..

Mo teil, tse wie a

Ss

eee

59.50 1.10 -60 1.50 3.45 2.50

$224.15

Zzg a4 2 £

FP 99S on the new Savage 99F or 99DL with top tang safety. No drilling or tapping necessary.

The 1100 Remington is one of the better slug guns. It is equipped here with the FP12-37 receiver sight with shotgun aperture and the Williams ramp complete with gold bead. Strange as it may seem, barrel lengths and chokes do not affect the groupings to any great extent. Some guns will shoot better than others and of course that is true with nearly everything that man makes. PACKAGE

1100-1

FP 12-37 Receiver Sight with

shotgun aperture ................ Installation....... PNT

RENT eto RO

$10.00

tee

3.50

Williams Ramp with Gold Bead .... Installation: \c1s..2.. 0s:0