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TASER Salesforce Books Shockingly Successful Quarter

By Rich Smith - Apr 3, 2013 at 5:08PM

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New Telesales unit grabs $3.3 million in incremental sales for TASER.

Providing further detail on its Q1 sales performance this morning, TASER International (AXON 3.35%) broke out results for its recently formed "Telesales Group," which focuses on selling stun guns to "small-size law enforcement agencies."

According to the company, Telesales booked $3.3 million orders from such customers in Q1 2013. The company then provided a list of total sales both from Telesales and other sales channels, and covering units that shipped in Q1, or are expected to ship sometime in Q2, the current quarter. These included:

  • 1,447 TASER X26P stun guns to law-enforcement customers in California, Florida, Michigan, Minnesota, and Ohio, as well as to an unnamed federal agency.
  • 1,220 TASER X2 stun guns to customers in Alaska, Arizona, California, Florida, Georgia, Hawaii, Maryland, Missouri, New York, and Oklahoma.
  • 189 TASER X26 stun guns to customers in Florida and California
  • 165 TASER CAM HD video recorders sold to California, Georgia, and Missouri.

Additional sales of X2s, X26Ps, and TASER CAM HDs -- presumably orders of smaller size than the smallest figures broken out individually by TASER -- were booked to customers in Georgia, Illinois, Indiana, Iowa, Kentucky, Louisiana, Minnesota, Missouri, North Carolina, Oregon, Pennsylvania, Tennessee, and Virginia.

At advertised list prices (for the products for which prices are listed), the total of the orders mentioned here appears to exceed at least $3.1 million. That suggests that if TASER has been selling weapons at a discount to goose sales numbers, any discounts it's been offering have been fairly small, suggesting pricing power in a product that has little direct, name-brand competition on the market.

Regardless, TASER shares traded down on today's news, falling about 2% to $7.37 per share.

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