Set Your Sights On Thermal Optics

By Ashley McGee

Advances in technology are changing the way people do pretty much everything — hunting included. And with predator populations (like feral hogs and coyotes) also on the rise in most parts of the country, it’s time for dealers to set their sights on thermal imaging products.

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For consumers, the most significant developments in thermal imaging are price, quality and performance.

“Quality continues to improve year after year and price points continue to trend downward — partly as a result of increased manufacturer access to quality, readily available components. A $5,000 thermal from five years age now hovers around $2,000–$3,000,” lends Jeff
Murray, executive VP of sales at Sellmark Corporation, the sole partner and distributor of the Pulsar brand in North America.

“These trends, along with the significantly increased interest in hog, predator and varmint hunting, have brought a new user group into the market that once thought this technology was unaffordable,” he added.

An additional trend driving the growth of this category is an increase in the number of hunters who are recording their hunts and sharing them on social media. When viewers are able to see thermal optics in action, they want one for themselves.


An exponential interest in night hog hunts has expanded the reach of thermal optic sales today.

Who’s Buying

Unlike more cost-efficient night vision optics, thermal optics can be used both during the day and at night. While they can also serve tactical purposes, use in that capacity is mostly limited to military and law enforcement rather than for home defense by the average consumer.

For Dury’s Gun Shop in San Antonio, most thermal optic sales come from either hunters or farmers and landowners looking for ways to prevent crop destruction. In some cases, particularly during the holiday shopping season, they’re purchased as a gift for a hunter who seemingly already has just about everything else.

When someone mentions hog hunting or predator control, Owner Johnny Dury uses it as a segue to discussing the features and benefits of thermal optics.

“You have to understand: This is a sizeable investment someone is making, and not every customer has the disposable income to afford it,” he said.

To help cast a wider net, Dury focuses on stocking three price points starting with an entry-level option around $1,500, up to more high-end optics sometimes exceeding $4,000.

Although there’s currently only a small market for home-defense use, he anticipates growth and recently started carrying the Leupold Thermal Optic Quest — a powerful handheld thermal device capable of detecting heat signatures out to 300 yards. It gives users an edge on situational awareness at a much more affordable price point of $649.99 MSRP.


To cast a wider net, Johnny Dury of Dury’s Gun Shop stocks three price points. “This is a sizable investment someone is making, and not everyone has the disposable income to afford it,” he lends.

Focus On Features

Despite the fact price points continue to trend downward, cost still remains the greatest challenge facing a dealer’s sales staff.

Your staff can overcome this challenge by implementing a thoughtful sales strategy, according to Dury.

“We’re able to close sales in two ways — by focusing on the features and by giving potential customers scenarios they didn’t even consider,” he shared.

For example, suppressors are legal in Texas and combined with thermal optics, a deer hunter can take out predators — including those who might be tucked back in brush — before the sun even comes up, and before they’re able to ruin an entire day’s hunt.

Dury said their best seller is the Pulsar Core Thermal Riflescope due to its unique versatility. It can be attached to the end of a normal riflescope, which allows it to be moved from gun to gun or detached and used as a monocular.

When a customer is considering spending this amount of money, it’s important they understand the full potential of its use in order for them to realize the value.

The PTS line from FLIR Systems allows for multiple zeroes to be used on up to three different weapons.

Other sought-after features include LED display, Bluetooth capability, video recording, full-color overlay, ability to recharge via USB connection, E-zoom and drop-down menu navigation for ease-of-use.
“As detectors evolve and more powerful sensors are developed, thermal optics are able to deliver smaller pixel pitch,” according to Angelo Brewer, sales and distribution manager at FLIR Systems. “This not only influences your image quality, but also your viewing distance.”


Pulsar has a line of night vision front attachments (F135, F155), which easily transform an optic sight into a night vision device.

Leverage Your Resources

To further equip their sales team, dealers should utilize manufacturer resources and take advantage of territory field representatives.

“When you do get a customer in your shop with the financial means to spend $3,000-plus on optics, at that moment, staff members need to be able to effectively communicate how devices work, what the limitations are and, ultimately, how to use them appropriately,” said Murray of Sellmark.

By default, thermal imaging products already stand out compared to traditional optics not only for their size and shape, but because they’re essentially handheld or firearm-mounted computers powered by jaw-dropping technology.

To help draw further attention to these products, Sellmark territory/field sales representatives involved in the Pulsar product line worked hard with different dealers to develop custom displays, sales videos and in-store signage.

Additionally, every Pulsar account receives multiple visits each year by OEM representatives who are able to conduct live thermal and night vision demos, troubleshoot and conduct general training.

Similarly, FLIR Systems offers hands-on, in-store training to its dealers. Recognizing this is not always realistic, Brewer said they are working to create an on-demand, web-based video training library to help educate both end users and dealers on key features, benefits and selling points.

The bottom line here is thermal optics are packed with more features in a smaller size and deliver a higher performance at a more affordable price point than previously available. Dealers who are hesitant to invest in stocking this product category should remember in this case, “Higher prices brings higher margin,” said Brewer. “Thermal optics are a great way to really boost your optics category sales volume.”


The Leupold Thermal Optic Quest is a powerful handheld thermal device, camera and dual-mode, 300-lumen flashlight. It can detect heat signatures out to 300 yards — proficient for scouting or tracking downed game.

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