Click here to download the catalog as a PDF file. To view this site you need Adobe Flash Player and your browser must allow javaScripts. Go here to get the latest Flash Player. FASTFOCUSED DISPLAYS Carolee Anita Boyles Optimize Your Optic Presentations For Sharp Sales! O ptics sales are icing on a cake. Firearms form the foundation of your business, but the sweet profits are spread on top. And, manufacturers offer a vast number of riflescopes, spotting scopes and binoculars for hunters — and anglers and birdwatchers. “You don’t make money on guns,” said Ron Wright, owner of Wright’s Sport Shop in Newport, Vt. “But you can make money on optics.” You can’t sell optics if your custom- ers don’t know you have them. And they won’t know you have them if you don’t display them in a way that makes them say, “Come pick me up and see what I can do for you!” “There are some dealers who do a very good job of presenting and selling optics,” said Arnd Abraham, director of sales and marketing for Minox USA. “But at most stores, there’s room to improve. If optics aren’t displayed in the right place and the right way, they won’t get customers’ attention, and they won’t be sold in the quantity they could be sold.” At his shop in Vermont, Wright said the most important part of selling optics is to have them where customers can’t miss seeing them. “That’s 99 percent of selling them,” he said. “I display my optics where customers walk in the door. I have nice glass and mahogany showcases with curved glass. All the optics sit on glass shelves and are laid out so you can see them well.” And Wright keeps them absolutely spotless. Carson’s packaging offers award-winning graphics that attract customers’ attention and increase sales. 24 JUNE 2008 www.shootingindustry.com