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Shooting Industry June 2011 Digital Edition - Page 28

HIGH-TECH ew technology is driving much of the product development in the shooting, hunting and law enforcement markets, including optics. Some of today’s optics make the scopes and binoculars of a decade ago look almost primitive. But these innovations translate to more challenges for dealers. Selling high-tech optics requires more than developing a nice display, or handing a customer a pair of binoculars or a riflescope. Selling to- SELLING By Carolee Anita Boyles Eager Buyers Are On The Hunt For Optics. Are You Up To The Challenge? OPTICS day’s optics requires savvy and know-how on the part of the dealer. Therein lies the challenge. However, there is also an upside, which is evident in consumer enthusiasm for such optics. “We’re seeing a lot of optimism in the optics market this year,” said Pat Mundy, marketing communications supervisor at Leupold. “The economy has been bad for a couple of years, but this year people are starting to buy again, and they aren’t buying just entry-level products.” Opportunity exists to capture sales of optics, if you’re prepared. “People are looking for value,” Mundy said. “That doesn’t necessarily mean they’re buying products that cost less money. It means they’re looking for solid, durable products at a good price.” N Trend-Based Customers Mundy says he’s seeing a lot of emphasis Leupold offers a wide range of optics for hunting and shooting, plus tactical applications. Visit 28 JUNE 2011 Read SI DIGITAL

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