Let’s say you already manufacture several of the very best-selling reflex optics on the market. In fact, you have some trouble keeping up with the flood of orders for your reflex optics which are used daily by civilian shooters, various militaries and many, many law enforcement agencies.

So, why mess with success? For many businesses, the game plan would be to simply keep making and shipping those popular optics, pushing out as many as you could against the day the competition upends the market, and your products slip down several notches in popularity.

Trijicon has a very different business model at work, as seen most recently in its release of two new reflex optics, the RMR HD and the RCR. Clearly, the Trijicon approach is to set very high standards in both quality and workmanship and then exceed these standards. 

Which is what Trijicon has done with these two impressive reflex optics.

Serious Upgrades

The Trijicon RMR HD was specifically designed for the evolving needs of law enforcement and the military. The RMR HD follows the lineage of the Trijicon RMR Adjustable LED model, as it features the same patented housing shape made from forged aluminum, a robust electronic system, and quality lenses. 

How to improve an already-winning combination? Trijicon added a long-lasting, top-loading battery compartment, a larger window for an expanded field of view, and an innovative, forward-looking light sensor.

The unit is available with either a 3.25 MOA and 1.0 MOA reticle red dot and can be switched between a single-dot reticle or a dot within a circle reticle. Both options include a new super-bright setting and an additional night vision setting compared to the original RMR models. 

That light sensor, for example, was designed to gauge the brightness at target when set in the “AUTO” mode, adjusting reticle brightness for nearly any lighting scenario. 

Trijicon also added larger, more tactile illumination buttons than those found on the RMR Adjustable LED, to provide greater audible and tactile feedback. The RMR HD has the same optics footprint as the RMR, and the size and shape are similar enough that the new optic will fit most existing optics-ready duty holsters.

ACOG Tough

Trijicon built the new RCR to be an extremely rugged and durable closed emitter optic which would meet the demanding standards for military and law enforcement applications. 

Like Trijicon’s flagship ACOG, the RCR can withstand direct impacts and survive in the harshest environments thanks to the same unique patented housing shape of the RMR but now in a closed emitter version. That build diverts the force of an impact away from the lens, greatly increasing drop survivability and one-handed slide manipulation.  

The RCR works with the current RMR footprint, plus features a unique, patented mounting system, as well as easily adjustable elevation and windage controls (requiring  no special tools), and a top-loaded battery compartment. Trijicon also upgraded the optic’s electronics compared to previous models and ruggedized the battery contacts. 

For a reticle, the RCR currently is offered only with a single 3.25 MOA red dot. 

At the Range

I mounted my evaluation RMR HD onto FN America’s FN 510 Tactical pistol chambered in 10mm Auto, the RCR onto an Echelon 9mm semi-automatic made by Springfield Armory.

At my outdoor range, I first zeroed both optics at 12 yards firing from a rest. In both cases, the process was similar. Using Champion’s Law Enforcement Green Silhouette cardboard target, my first shots were several inches off. I adjusted the windage and elevation as needed and “walked” my shots into the bullseye. Easy!

I was also able to score some impressive groups with both optics. For example, once the RMR HD and FN 510 were zeroed, I put five shots into a .80-inch group shooting from 12 yards. Then, I shot at 10 yards, offhand, and gave the LE silhouette target a major, 1.5-inch “headache.”  

The RCR and Echelon did even better, pegging five rounds of 9mm range into a .60-inch group. However, that group was approximately .75 inches to the right of the bullseye. So, I made the needed adjustment to the RCR’s windage control and proceeded to hit the bullseye on another target — with a .40-inch cluster of five shots!

Selling the RMR HD 

When selling the RMR HD, sales staff might well begin by pointing out the many upgrades to this unit versus the standard RMR. As noted, those upgrades include:

• Top loading battery so optic does not need to be re-zeroed with a battery change
• A larger lens for a wider field of view
• The ability to switch between the single-dot reticle and the more complex dot-within-circle reticle
• More tactile controls.

Have the optic set up on a pistol or dummy pistol, too, so customers can use the controls and switch between reticles. Stress that, with both optics, the controls are very precise.

Do mention that forward light sensor operation, too, on the RMR HD. When I used my evaluation unit RMR HD at my outdoor range, the day started off sunny and bright, but later transitioned to overcast with frequent spotty blue-sky openings. Those lighting changes didn’t phase the RMR HD at all, which automatically adjusted the reticle brightness admirably.   

Closed Emitted Benefits

For the RCR, point out the advantages of the enclosed emitter system, which, unlike  the traditional open system, won’t allow debris of other materials to get into the unit, blocking the view of the red-dot at a critical moment. Also mention the rugged, 7075-T6 aluminum housing and the optic’s ability to withstand bumps and bruises. The housing is hard-coat anodized to help withstand harsh environmental conditions, too.

And don’t forget to tell customers that the RCR is at home on handguns, tactical rifles and shotguns.

One note about the RCR’s mounting system. It employs capstan screws, essentially  screws with openings in the top side of the screw heads. A small wrench or punch is inserted into the openings to tighten down the screws. Compared to the standard mounting system on the RMR and other Trijicon red-dots, I think it is fair to say that the RCR’s capstan mounting system isn’t exactly intuitive.

But Trijicon has provided a handy short video on the website showing two ways to mount the RCR. I used the video, and it was very informative. 

Smart sales staffers will review the video and practice mounting the RCR themselves so that they can show customers how this is done, too.

Point out the top-loading battery compartment, too. And inform your customers that Trijicon rates the single CR 2032 battery as lasting an amazing six years when set to illumination level 5!     

In-Store Help

Trijicon has a great deal of support lined up to help its dealers, support for these two new reflex optics and for Trijicon products in general.  

“Trijicon offers an assortment of in-store display and POP items depending on the product selection a dealer carries, including optic displays that can hold either variable power scopes or ACOGs or reflex optics,” said Josh Lyall, Trijicon’s director of marketing. “Dealer sales tools in the form of brochures and spec sheets are also available.”

The Trijicon website also offers a wealth of information for the retailers and their sales staffers. This includes product manuals and instructions for mounting and using products, warranty registration forms, military and law enforcement programs, and repair and return policies and instructions.

On the Trijicon website, you can also create a Trijicon Account under the “MEDIA” tab.  With an Account, you can then download product materials and specifications, and  marketing materials such as logos, images and advertisements. Information on new products is also available, as is access to training materials.

Becoming a Dealer

Potential Trijicon dealers have a number of options for purchasing Trijicon products, whether they do so through a distributor, are a member of a buy group, or purchase direct. 

“Dealers interested in carrying Trijicon products can fill out the "Become a Dealer" form on our website and our team will reach out to discuss the best way for them to begin selling Trijicon,” Lyall suggested.

For those who prefer to go the distribution route, Trijicon products, including these two new red-dots, are available through most major distributors in the United States.   

Lyall added, “Trijicon offers a Dealer Training and Rewards tool for brick-and-mortar dealers, too. This tool enables sales staff to receive training directly from Trijicon on current and new products, as well as earn rewards for selling Trijicon products.

Media and Influencer Coverage

Trijicon has done a superlative job getting the word out on the RMR HD and the RCR.  

Reviews have been done and shared by a wide variety of Influencers, including Big Tex Ordnance, GunsAmerica Digest, MRGunsgear, Sage Dynamics, T.REX Arms, and Tactical Advisor.

Likewise, the RMR HD and RCR have been given positive coverage by numerous print outlets and/or their websites. These include The Armory Life, Athlon Outdoors, Gun Digest, and the NRA’s American Hunter, American Rifleman, and Shooting Illustrated.

So, if it hasn’t already happened, expect customers to enter your store looking for the RMR HD, the RCR or both!