In this ultra-competitive product category, don’t needlessly complicate things. When it comes to selling rangefinders, just stick to the basics.

Thermal is hot, hot, hot, but there’s a lot to know about selling this technology and meeting customer expectations — and budgets.

Help your patrons get the best possible performance from their rifles with the latest and greatest in hunting optics.

Binoculars cross all customer segments and present extra sales opportunities for your store.

The new Leica Calonox 2 Series of Thermal Optics redefines thermal imaging technology.

The Rangemaster CRF R Laser Rangefinder from Leica is a great fit for bowhunters who require maximum precision at shorter ranges.

Play matchmaker to put the correct rangefinder in your customers’ hands.

Selling optics is all about knowing what a shopper needs — and what they don’t.

From riflescopes to rangefinders, manufacturers have brought plenty of new optics to market in 2020.