In the world of hunting, shooting and even simply exploring the vast and amazing country we live in, the selection of the various optical instruments your customer uses plays a pivotal role in enhancing their chosen activities. Good binoculars make it easier to spot game and pick out detail at long distance. Clear and distortion-free riflescopes can extend a hunter’s shooting light at sunrise and sunset. Rangefinders help to judge distance precisely for more accurate shots. From the versatility of binoculars to precision-oriented riflescopes, and the new-to-the-civilian-market advanced thermal imaging devices, each category has its own “-isms” that, when explained, help your customer get the exact product they need and you the sale.

The Rule of Thumb for Optics In optics, you truly get what you pay for. I’m sure you’ve heard this before: “It’s better to have a $1,000 scope on a $200 rifle than a $200 scope on a $1,000 rifle. Why is this true? Most guns sold today shoot MOA out of the box. The scope you pick to mount on it can make it more or less capable in your hands. As you increase in price of optics, you actually get more for your money. So, how can you know which optics are best for a specific customer? By asking some simple questions such as, “What will this be mostly used for?” and the ever- important, “What is your budget for this optic? In most cases, it will actually be in the customer’s best interest for you to sell them something more expensive than their budget. I know that sounds self-serving, but hear me out. For example, someone buys a new hunting rifle and wants to also start shooting some local PRC competitions, but say they have a budget of “around $300…” You can certainly find something that will get the job done, but likely not as well as they could or would want to.

So, what’s the difference? Following is what you can expect for various price ranges for different optics.

Lens Coatings:  Most folks don’t know that there are only a few sources of optic-quality glass in the world. That means every manufacturer gets their glass from those same few places, and that same glass is in every level of optic. Gone, too, are the days where the skill of the engineer — usually European — and the quality of his tools made a dramatic difference, as everything today is done by computer, and that computer doesn’t care if it is commanded in German, Japanese, Chinese or English.

The optical performance of all optics is significantly influenced by the type and quality of lens coatings applied. Coatings serve to improve light transmission, reduce glare, and enhance image clarity. Within the realm of lens coatings, the progression from single-coated lenses in low-priced binoculars to fully coated lenses in middle-priced options, and ultimately multi-coated lenses in the high-priced variants, represents a trajectory of increasing optical refinement. Multi-coated lenses, in particular, contribute to reduced glare, superior color fidelity, and enhanced image resolution.

Binoculars and Spotting Scopes:  Binoculars and spotting scopes utilize prisms to correct image orientation and redirect the light path to your pupil. Two primary prism types exist: Porro prisms and roof prisms. Low and middle-priced binoculars often incorporate Porro prisms (though they are becoming more and more rare), providing a wider field of view and greater depth perception. Higher-priced binoculars predominantly feature roof prisms, known for their streamlined and compact design, facilitating portability without compromising optical excellence. The durability and overall performance of binoculars will be influenced by their construction and build quality. Higher-priced binoculars often employ premium materials, such as magnesium alloy or high-grade polycarbonate, resulting in a robust yet lightweight design. Additionally, higher-priced binoculars frequently incorporate features like waterproofing and fog-proofing, ensuring performance in all weather conditions.

Here is what you can expect at each price point: 

Low-Priced Binoculars: (<$200) Low-priced binoculars are, or should be, an entry-level option that cater to individuals beginning their foray into outdoor activities. Typically characterized by basic features and construction, these binoculars are suitable for general use, such as casual bird watching, hiking, or attending sporting events. While budget-friendly, their optical performance may exhibit large limitations, particularly in challenging and changing lighting conditions.

 Mid-Priced Binoculars: ($300-$900) Stepping up to mid-priced binoculars introduces a balance between affordability and performance. Crafted with improved build quality, better materials, and advanced optical technologies, these binoculars cater to a broader range of outdoor activities. With enhanced image clarity, HD/ ED glass, sharper resolution, and improved low-light performance, mid-priced binoculars serve as reliable companions for enthusiasts seeking better vision, low-light performance and durability. This mid range has grown tremendously over the past decade, with the difference between this price point and the one above it getting smaller every year.

Top Quality Binoculars: ($1,000-$6,000) At the pinnacle of the optics hierarchy, the highest quality binoculars are designed for discerning outdoor aficionados who prioritize uncompromised performance. Constructed with ultimate precision using premium materials and cutting-edge technologies, these binoculars deliver unparalleled optical clarity, vivid color reproduction, and outstanding performance in all conditions. Higher-end models add rangefinding ability and image stabilization. Ideal for professional wildlife observation, long-distance birding, or big-game hunting, high-priced binoculars set the standard for excellence. At this end of the spectrum, you’re really splitting hairs between the top quality brands, and features and coatings are the differentiators. At the upper reaches, some will be able to truly see in the dark.

Spotting scopes are like one side of a binocular with much larger magnification and follow a very similar price range, though the mid-level seems to have a smaller span in price. Lens clarity and optical coatings make a huge difference in light transmission through a spotting scope, thus, the difference between the performance of a low priced vs. a high priced spotting scope is easily noticeable.

Low-Priced Riflescopes: (<$200) Low-priced riflescopes provide the basic functionalities required for accurate shooting. These scopes exhibit limitations in terms of optical clarity, magnification range and precision and clarity, particularly at higher magnifications.

Mid-Priced Riflescopes: ($300-$900) Mid-priced riflescopes cater to a more discerning audience. As with binoculars, they are characterized by improved optics, better light transmission, and enhanced durability. These scopes elevate the shooting experience. Magnification ranges are larger — think 4-16x, 5-25x, and even a little more. Suitable for serious hunters or marksmen engaged in competitive shooting, mid-priced riflescopes are reliable and accurate and that serve a much broader part of the market than most think.

High-End Riflescopes: $1,200-$8,000) Positioned at the zenith of the market, high-end riflescopes are crafted with meticulous attention to detail and, utilizing state-of-the-art technologies, these scopes deliver unparalleled optical performance. Features such as illuminated reticles, advanced windage adjustments, side parallax focus, larger tube diameter, the greatest levels and ranges of magnification and superior clarity make high-priced riflescopes the choice of professionals and enthusiasts who demand the utmost precision. Some of the newer scopes at this level have built-in rangefinders and ballistic calculators that pair with their rangefinding counterparts. Most thermal rifle scopes fall into this category.

 So, now we’ve defined the products. How do we sell them? Initiate the educational process by fully understanding the consumer’s intended use.

You’re going to hunt? Where? What types of game? How long is your average shot? Will you be glassing for detail at 200 yards or 2 miles? Their answer to these questions will likely let you know which level to present of the low, middle, and high-priced options — though the argument could definitely be made that nobody deserves to buy a cheap scope! Illustrate the trade-offs associated with each tier explained in order to manage their expectations.

Remember: Going up in price RANGE is never a bad option, though sometimes simply going up in price at the same range level isn’t the greatest thing for the customer.

Explaining “Exit Pupil”

In any optic, the exit pupil is the width of the beam of light leaving the eyepiece, usually measured in millimeters (mm). The larger the exit pupil, the brighter the image will be seen by your eye under low-light conditions. Exit pupil size is calculated by dividing the objective lens size by the magnification power. For example, a 10x50 set of binoculars has an exit pupil of 5mm.

In the dark, the human pupil can open to a diameter of about 8mm — but we don’t typically use optics (except thermals, but that’s another discussion and article) without light, so the average pupil opening is 4 to 4.5mm under most conditions, which means any exit pupil greater than that is superfluous. Less than that and the image through the optic will become darker.

Also, with greater magnification comes the need for a larger objective lens in order to offset the magnification side of the equation and transmit the most light that the eye can see. All else being equal, greater magnification = larger diameter objective lens = greater cost, with few exceptions.

Encouraging Hands-On Experience

Want to sell a lot more high-end optics? Conclude the educational process by encouraging consumers to engage in a hands-on exploration of the optics. Advocate for in-store testing whenever possible, allowing customers to experience the weight, ergonomics and functionality of the selected optic, but do not let them judge the performance of optics inside a store — or even in the parking lot during the day. If you really want to show them the difference between good-better-best, host an “Optics Eval Night.” Start with a brief talk about optics and the differences between different price points, and then have a bunch of different optics for them to try. If you’ve read past issues of this magazine, you know that your first call should have been to your manufacturer’s rep/rep groups that sell your optics for some products and help. As the sun goes down, encourage customers to look into the shadows at different objects that you’ve placed at different ranges. It won’t take long before you see the head nods, the aha’s, and the smiles. Then, as they’re getting out their wallet to make that purchase as darkness comes, make sure to ask, “Now that it’s dark, how would you like to look though some of our new thermal scopes?” …and get ready to order some more inventory.