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. www.zeiss.com/sports www.trijicon.com www.bushnell.com available. However, when you show customers several pairs of binoculars in the middle of the day, they’re all going to look about the same in terms of light transmission.” One way to overcome this is to let your customer compare optics by looking at a white wall. “With really good optics, the white will be cleaner and crisper than with an inferior product,” Cameron said. Or, set up a place in a corner of your store where you can dim the lights so your customer can test optics by looking in a low-light environment. Also point out to your customer the differences in quality around the edges of the images. “When you look through the center, they all look the same,” Cameron said. “When you look out at the edges, you’ll be able to see which one is blurry and which one isn’t.” Whether you’re selling Burris, Sightron, Trijicon, Zeiss or another brand, take advantage of POP materials and other literature to educate yourself, your staff and your customers. “Leupold has a lot of POP materials that tell the story on the products you’re Become Knowledgeable selling,” McBride said. “The more material you put out, the more you and your customers will know.” With the increasing sophistication of today’s optics, that kind of education is essential. Many manufacturers also provide dealer training. Take advantage of it to gain knowledge and stay up to date about the details of spotting scopes, riflescopes and binoculars. The Internet provides a vast amount of information on optics, with many companies offering special education sections on their Web sites. A few include Zeiss: www. zeiss.com/sports — click “Optics School;” Leupold: www.leupold.com — click “Le- 24 JUNE 2009 Read SI DIGITAL www.shootingindustry.com