Reps introducing clients and prospects to non-MFP hardware offerings within their dealer catalog is fully covered in Sales 101 training. Obviously, every rep is going to (or should) keep his/her eye out for any opportunities to serve client needs—be it through a tech review/site analysis—that extend beyond the initial inquiry.
When it comes to non-MFP hardware, there are no hard and fast rules. Some products can be conversation starters, while others are an extension to any managed service conversation. And a question as simple as “Do you have any other areas where you feel your workflow or processes could be more effective?” just might yield that entry point to a downstream offering.
As part of this month’s State of the Industry focus on non-MFP hardware, we asked dealers how the subject of a particular technology comes to light when calling on clients/prospects. Perhaps more importantly, they also outline how the products provide a competitive edge within their territories.
One of the advantages enjoyed by Blue Technologies of Cleveland is that it doesn’t face a lot of competition in its markets for the MOBOTIX cameras. The camera line, offered through Konica Minolta, is not the cheapest on the market. According to Lauren Hanna, vice president of sales, the complexities of the system, its capabilities and the surveillance workflow solution that Blue can provide make it a preferred choice for that client whose need for a top-notch system supersedes price.
Sticky Sale
It also helps that the MOBOTIX margins are high, fairly akin to MFPs. “It’s really hard to price shop a system, since we’re putting in a complete solution and not just a camera,” she said. “The cameras are not that complicated, but as a solution, we’re driving that workflow. We’ve been able to get really good margins.”
EDGE Business Systems outside of Atlanta is always on the lookout for opportunities to offer software when clients upgrade their hardware. This opportunistic play has worked well, according to company partner Josh Salkin, who cites interactive display panels from Clear Touch and mailing equipment from FP Mailing Solutions as two of its most significant non-MFP offerings.
“We do like to bring these conversations up during account reviews and have had several instances of adding software to existing devices—even competitive devices,” he said. “Mailing tends to be contractually driven like copiers and interactive board opportunities continue to pop up with a wide variety of vertical markets.”
Sharp’s AQUOS BOARD display, as an ancillary offering, boasts a bounty of vertical placement opportunities, making it an easy sell for Stone’s Office Equipment in Richmond, Virginia. Being able to address most office environments makes the boards a versatile offering, notes President Sam Stone.
“Sometimes, we bundle it with MFPs; other times, we don’t,” he said. “I think it provides an advantage over our competitors because it’s one more thing you’re taking off the client’s plate.”
For DocuGraphics of Charleston, South Carolina, its Verkada security cameras and access systems solutions, much like its VoIP phone systems, is supplemental to its managed IT and imaging clients. While not a conversation starter, the offering has traction within certain vertical settings with restricted access environments.
“We sell managed IT or imaging first before we approach potential customers with our supplemental solutions. The exception is when a potential client is specifically looking for an access control system and we can act as a trusted advisor,” CEO Thomas Fimian noted. “We’re staying away from reactive selling opportunities like RFPs where we do not have a relationship with the buyer.”
