I have not read the original post, but here is what I have found when wanting to find the
top Zeiss models, in the sporting goods stores in my area. The only Zeiss models that are
stocked are the Conquest HD and Terra, at Cabela's, and at 3 Scheels stores that I get
to several times a year. They are good sellers, but the only premium optics found are the
Swarovski EL and SLC HD. The Leica Trinovid, is stocked and discounted as well as the
Geovid, but not the Ultravid.
Last summer, I did find a Zeiss HT at a smaller but great sporting goods store, 2 years after
its introduction.
The clear leader in sales on the high end are the Swarovski's.
Zeiss has a lot of work to do, to just get some of these stores to stock them. The next thing is to help train the sales force in the retail stores to know the difference. Many of these guys don't use binoculars often or don't have experience or the budget for the higher end.
If I were in charge of the Zeiss sales side, I would have an active sales force with a demo program for the optics dept. in these larger stores. I would provide 1 or 2 samples of the HT and the new SF binoculars, and let the staff get out and spend some time with these binoculars.
I have a feeling if these guys had some time with these premium optics, they would come back and tell their customers, these things are really good !
I have spent over 30 years in sales, and over 20 years in commissioned sales, now an experienced observer, with lots of opinion.
Some optics companies pay bonuses to retail sales reps for sales, and I have found at Cabelas, Vortex is featured
on a top shelf. Cabelas also has to sell their own brand.
Go to a grocery store, the brands have to pay for shelf placement. It is the same with optics, that is why Swarovski has many product buyers visit Austria each year. I suppose and expect Zeiss invites those same buyers to Germany.
I got a little long here, just food for thought.
Jerry
