Focus on optical sales

Shooting Industry, Oct, 1997 by Charles W. Karwan

Optics continue to consistently sell well despite the major ups and downs of the firearms industry. No one quite knows why. Of course, no one is complaining, either.

"Optical sales have not dropped since the normal seasonal high of last fall. Nobody has been able to explain why, but sales have been fairly steady with no significant decline since at least Christmas," said Jim Parham of Mid-South Shooter's Supply, a major optical distributor.

Some stocking dealers believe the good optical sales they are experiencing are a benefit from the decline in FFLs in general and non-stocking FFL holders in particular.

Optic Trends

Optics buying patterns have remained steady during the last few years. The biggest sellers in rifle-scopes are still the 3x-9x variables followed by even larger magnification variables in the 3.5x-10x and 4x-12x range and even larger.

Experts report rifle shooters like higher-power optics for informal target shooting, practicing and ammunition testing, but use the lower-power models for big-game hunting.

Lower-powered variables and fixed-power riflescopes are still solid sellers because of the increase in in-line muzzleloaders and scoped shotguns.

Glossy black finishes are the top sellers, but matte black is posting increased sales. Matte silver finishes sell well in areas where the stainless steel rifles are popular.

The "plex" type reticule still dominates as the most favored type. Many dealers stock no other and special order post and other special reticules when needed.

Top Movers

What brands are selling? Tasco dominates in volume of units and Leupold is tops in dollars for Mid-South according to Parham. Burris dominates in scopes for handgun hunting and competition and is particularly strong in lower-powered scopes for shotguns, muzzleloaders and Scout rifles.

At Jerry's Sport Center, a large distributor of optics, Fred Chamberlain reports the Leupold brand is their single best seller-in volume and dollars. The Leupold's dealer hotline, which a potential buyer can call to locate the nearest Leupold dealer, is a major asset for dealers, according to Chamberlain.

"Leupold has the reputation as the premier American scope line. That sells a lot of scopes," Chamberlain said.

In binoculars, the expensive high quality models from Zeiss and Leupold have been steady good sellers. The best sellers, however, are the less expensive models that have good optics and reasonable prices. These include the Leupold's Wind River line and Tasco's World Class series.

Chamberlain noted that the lifetime warranty offered by Tasco on its World Class line is a strong selling point that assures the customer of a long-term investment.

Low-end, entry-level binoculars also sell well as backups and spares for use by a spouse or friend, according to Parham. There is a good market for inexpensive "throwaway or disposable" binoculars that won't cause a great hardship if they're stolen, stepped on or lost over the side of a boat.

This, however, is not true of spotting scopes.

"Most customers for spotting scopes are serious shooters and more often than not they will be disappointed in the performance of low-end priced spotting scopes," said Parham.

He suggests sticking with mid-range or better priced spotting scopes. Bushnell is Mid South's best selling spotting scope while the Bausch & Lomb Discovery line is one of the most consistent top sellers for Jerry's Sport Center.

Selling Optics

To be successful in marketing optics, Parham and Chamberlain recommend dealers carry examples of high-end, mid-range and low-end priced optics to fit all customers' buying power. Lower-priced optics like those from Tasco, Simmons, and Bushnell are superb dollar values and the companies offer excellent service, and support. A relatively low price does not necessarily mean low quality if the optics carry a reputable name.

Burris' dealer program includes a free scope "comparator" with the purchase of a half dozen Burris riflescopes. The device looks like a rifle stock and mounts a Burris scope and another brand, allowing customers to compare optics. Obviously, Burris believes their scopes will outperform the competition.

Successful optic dealers stock a variety of rings and bases and know what works and what doesn't. There are a myriad of potential problems with getting the right ring height for the scope's objective size, the right ring spacing for the scope's turret location and the correct bases to get the best ring spacing and location, etc.

If scope installation is to be offered as a service, the dealer must have as a minimum a padded vise to hold the firearm, proper screw drivers, thread locking compound, and a collimator.

Many dealers offer free installation of any riflescope purchased in their shops to give them an edge over the discount stores that may sell a scope slightly cheaper but don't have the service. These same dealers aren't bashful about charging to mount scopes purchased somewhere else.

Like scopes, mounting systems come in a full range of prices. Parham recommends dealers offer a good inexpensive mounting system of rings and bases that will cover most rifles.