Dealer Ed: How to Sell Nikon’s EDG

Selling ultra-high-end optics takes more than just a fancy showcase. Here are three tips from Nikon on how to sell the EDG binocular.

Introduced at the 2008 SHOT show, Nikon’s all-new EDG (pronounced edge) binocular has already created a storm among dealers, consumers and the competition. Without question, it is the finest optical instrument Nikon Sport Optics has ever produced. But be forewarned: the person interested in, and likely to buy, this binocular is not your typical customer. The EDG customer is not buying on price, and your sales strategy should reflect that. The features that truly separate the EDG from the European models currently available are what will help you sell it.

1) ED Glass: Nikon engineers developed ED (Extra-low Dispersion) glass for their precision Nikkor zoom lenses, and designers found a way to incorporate it into binoculars. Nikon’s exclusive ED glass is truly different and enjoys a cult-like following among the world’s top photographers. Nikon’s ED lenses push the limits of optical performance by virtually eliminating chromatic aberration, which occurs when light rays of varying wavelengths pass through optical glass. In short, ED glass produces an extraordinarily sharp image.

2) Dielectric Coating: This coating, used on the subprisms, boosts light transmission almost 10 percent over the Premier LXL, which until now was one of the brightest binoculars ever developed. Animals seemingly pop out from the background and the edge-to-edge clarity is amazing and easy to compare.

3) Quadrangle Open Bridge Construction: The design provides greater strength via a four-point barrel attachment and is less likely than a single-hinge design to break from impact. In addition, it gives the user a nice sense of balance that makes an already comfortable binocular seem even more comfortable to hold.