Susan Neimes (center), Publisher and Editor of ENX magazine, with OKI Data America’s National Channel Account Manager, BTA/MPS Jonathan Fischer, to her right at a dealer open house in California June 25.
There’s a change in the air at OKI Data Americas, and that’s good news for BTA channel dealers. What’s changing is how the company is supporting its dealers.
“Where traditionally it’s always been direct to the dealer, OKI Data is now building its value-added distribution channel with the intent to provide optimal support to all of our dealer partners,” states Jonathan Fischer, National Channel Account Manager, BTA/MPS for OKI Data Americas.
A key change that is helping OKI Data better support their BTA partners, is the exclusive alignment with two prominent BTA national distributors: Impression Solutions (ISI) in Columbus, MS; and Carolina Wholesale in Charlotte, NC; who Fischer says are “a perfect fit for OKI Data.”
Their overall support of OKI Data’s partners will encompass logistics, shipping, inventory management and local services such as pre-configuration and install, all with the goal of creating a superior dealer experience.
“They’re able to accomplish this by providing feature rich products, coupled with first class logistics and a wide array of value-added services and support,” adds Fischer.
From their locations in Columbus, MS and Reno, NV, ISI will provide custom product configuration, including asset tags and dealer contact labels, unique client software, preconfigured IP addresses, and other enhancements that can be drop shipped directly to the client, based on the dealer’s requirements.
“Carolina Wholesale is a nationally recognized distribution leader able to utilize multiple stocking locations, a knowledgeable inside sales team and significant marketing and service resources to deliver the ideal customer experience with the quickest distribution,” emphasizes Fischer. “In addition, they offer their own MPS program complete with data collection, proposal generation, fleet mapping and auto supplies replenishment.”
By offering MPS-specific products along with extended warranties and full sets of toner in the box, Fischer contends that OKI Data has built a compelling case for dealers to do business with them and that OKI Data’s MPS mid-workgroup products are among the most profitable available.
Fischer describes Carolina Wholesale as an exceptional partner with multiple locations, extensive knowledge of the channel, and services beyond traditional box distribution. The partnership between these two distributors affords OKI Data the opportunity to stock products in eight different locations across the US – all for immediate shipment without having the quotas and burdens that sometimes come with being a direct dealer.
Both ISI and Carolina distributors will handle the full array of OKI Data products – the portfolio that can fill the gaps in many dealers’ product lines, and the most competitive A4 MFP lineup in the industry.
Additionally, OKI Data is improving BTA channel support by adding new Regional Sales Managers (RSMs).
“Our goal is to build an incredible team of BTA experts who can strongly articulate our products, solutions and services story. Our RSM expertise is readily capable in providing our dealers with training and support, partnering on major account calls, and everything the dealer would need to win with our products. Our RSMs average channel experience is more than 20 years, and includes former dealer principals and service managers thus providing an expert knowledge and understanding of the needs and interests of our BTA partners.”
Profitability is another benefit that Fischer says OKI Data brings to the table.
Fischer observes, “We work with each dealer to penetrate one of the fastest growing market segments by providing profitable, long-term product reliability, services and support.
To further assist its dealers, OKI Data offers government/education discounts, major account pricing support, free product literature, generous warranty reimbursement, sales rep spiffs, event funding and what Fischer says is the most experienced and knowledgeable pre- and post-sales engineering support in the business.
In addition, OKI Data provides a free 24/7/365 customer care hotline, along with a chat feature on the company’s website which dealers are finding most convenient and helpful. For service training, OKI offers web-based training in addition to on-site, hands-on instruction, and our support services are available to our dealer partners on both a direct and an indirect basis.
Whether a dealer engages directly or indirectly with OKI Data depends on preference.
According to Fischer, “OKI Data’s goal is to provide the best products, people, programs and profits possible, and then make it easy for our partners to do business with us. We have listened to our partners and have eliminated quotas and unrealistic purchase minimums. Since most of our products ship complete with accessories and supplies, we have also eliminated the need to stock multiple item codes resulting in dramatically less time and cost of assembly. And with our smart Extendable Platform, some of OKI Data’s products offer open architecture which enables connection to most image capture, work flow, security, mobile, cost recovery and RMM solutions. In addition, our Business Partner Exchange (BPX) provides our partners with real time access to a TCO calculator, proposal generator, product literature, white papers, case studies, as well as parts and warranty support.”
On the product pricing front, Fischer contends that the value OKI Data offers its dealers is incredible.
“We’re selling a 27-ppm, full-color MFP at an aggressive dealer cost that gets passed on to the end user. It’s that kind of profitability driving why our business is booming. Dealers profit and their end users see the value in their cost per impression,” says Fischer.
Although some dealers are reluctantly embracing A4, Fischer believes most understand the need to make that move. “We don’t have to convince the dealers to sell A4; they’re already doing it. Now, who has the best product and best support to provide the best profit? That’s where OKI Data comes in.”
Asked what we’ll be talking about if we were to follow up this interview a year from now, Fischer references the recent announcement of a new lineup of A3 LED products that enhance OKI Data’s existing A4 MFPs.
“A year from now we’re going to be talking about how we’ve been able to secure more business and profitably with our dealer partners because our product line has filled out. And working with our distributors makes it easier for the dealer to conduct business with OKI Data, thus driving increased dealer sales,” says Fischer.
In addition to the industry’s first copier-based, A3 LED color MFP, OKI Data has rolled out a new category of products with the Multimedia Production Platform (MPP). The MPP is a series of production-quality A3 color devices with innovative features and functionality that are revolutionizing the office and commercial printing industries. Products in this new category include the groundbreaking five-station CMYK+ white C941dn.
“These products compete in features and functionality with the more expensive digital presses. You must see the print samples in order to truly grasp the outstanding quality and versatility,” notes Fischer.
Even though the new distribution and new products are examples of OKI Data’s enhanced support for the channel, Fischer reinforces that OKI Data has been committed to supporting the BTA dealer channel for 40-plus years.
“The channel continues to be a critical component to OKI Data’s continued success,” adds Fisher. “OKI Data has earned an excellent reputation for quality products and unique, customizable printing solutions. We sincerely appreciate our dealer partnerships and business.”
That loyalty has been acknowledged recently with the receipt of the Outstanding Performance Award, Secondary Brand at the 2014 BTA Dealer Channel Choice Awards.
“OKI Data understands the importance of providing the right products and services which represent the best choice to our partners. We appreciate their commitment and trust, and we look forward to the continued growth of our mutually beneficial business,” concludes Fisher.
