As we have seen during the course of conducting business, the sales cycle for MPS can be a bit more extensive in comparison to other products and services. Factoring in a pandemic, with its logistical workarounds and the need to coordinate with the proper departments internally and from the client standpoint, it can be somewhat more of a challenge.
But the higher degree of difficulty must be balanced against the value that a managed print program can offer, with recurring revenue to the dealer and cost savings opportunities for the end-users, among the most notable. And office dealerships have never shied away from a challenge when it comes to MPS—a little creativity mixed with laying the appropriate groundwork can yield lucrative relationships that are built to last.
This month’s State of the Industry report on elevating the dealer’s MPS game takes a look at how companies have mobilized to ensure that, pandemic or no, opportunities to deepen relationships are being capitalized on to bolster revenues.
With the pandemic applying downward pressure on businesses as they seek out ways to save money while working effectively outside of the traditional office environment, managing costs for end-users is a challenge that is also an opportunity for firms such as Fraser Advanced Information Systems, based in West Reading, Pennsylvania.
Melissa Confalone, vice president of sales, points out that another factor that has been accented by the pandemic is the desire to consolidate vendors, as businesses are closely scrutinizing their expenses, where they come from and finding ways to manage them effectively.
“For many of our current clients, they knew about managed print, but they maybe didn’t understand the benefits because it wasn’t something they truly considered,” she said. “When faced with coming up with ways to operate a leaner company, clients began to ask questions about managed print and how it could help them. The Fraser team has been very successful during the pandemic with managed print because it addresses some of the key issues that businesses are facing.”
Program Flexibility
St. Cloud, Minnesota-based Marco developed a game plan that its reps and managers could work from and gave them the ability to call an audible when necessary, notes Dan Larkin, director of managed print services. This helped addressed the two types of potential MPS clients: for those that did not have an MPS solution in place, it provides an opportunity for end-users to outsource their needs while focusing on their core competencies.
And for clients that already relied on an MPS provider, Marco often found that the incumbent provider’s solution was inflexible to the changing market conditions. That opens the door for Marco to demonstrate the business case to change providers.
“The pandemic offered organizations the opportunity to evaluate business partners,” Larkin said. “We demonstrated to new clients our ability to quickly adapt and deliver flexible solutions to address their business needs, and in turn developed many new MPS partnerships.”
Pulse Technology, based in Schaumburg, Illinois, has noted that opportunities have been fewer during the pandemic, as many end-users are not committing to what they will do to address their office situation. CEO Chip Miceli points out that many prospective opportunities have been extended out four to six months as businesses take a wait-and-see approach with both the economy and the pandemic.
“We are spending much more time on the phones and on Zoom calls than in the field,” Miceli said. “We are also doing a lot of training of our sales force and our technicians so that we will be ready to go when the economy pivots to a more in-person style.”
In the meantime, Pulse Technology is expanding its reach beyond MPS. Ferreting out more IT opportunities has been prioritized. The company hammered out a deal with Epson to carry large-format printers and projectors, which widens the scope to address the outsized document needs including architectural drawings, banners and advertising materials, among others. This helps Pulse tap into a niche traditionally addressed by commercial printers with heavy iron presses.
Similarly, Miceli notes his firm’s expanded production print capabilities for full-color print runs also harvests a need usually provided in commercial printing circles. “We are fortunate in that we have been able to attract a lot of new talent to our organization, because there have been so many layoffs and consolidations in the industry,” he added.
Keeping it Interesting
At Doing Better Business of Altoona, Pennsylvania, much of the dealer’s success can be attributed to its MO of building excitement and fun with team challenges. This, combined with a willingness to employ new tools and experiment with different approaches, keeps the DBB team invigorated and challenged, according to Joe Dellaposta, owner and COO.
Making the best of the realities brought about by the pandemic, instead of trying to bend it to fit what the dealer wants to accomplish, goes a long way toward determining success. “We cannot change the reality of this pandemic but we can change the way we react to it,” Dellaposta said. “We are embracing the change around us because we know it is going to bring us more opportunities to get in deeper and wider with our customers.”
Utilizing a team-based game plan and a positive approach to addressing pain points can go a long way toward securing net-new dealers, notes Karen Mullin, director of sales-MPS for KDI Office Technology of Aston, Pennsylvania. “It’s actually not hard if you go into with the right attitude,” Mullin said. “We all work together as a cohesive team with one goal in mind: providing the client with the best possible overall solution utilizing our full arsenal of products, services and specialists.”
