In the sport of NASCAR auto racing, drivers frequently remark how they prefer to be near the head of the pack, if not in first place. That may seem obvious, but beyond not falling behind, there’s the desire to race in clean air—no impediments in front of you, no dirty exhaust or individuals stifling your progress, no foes threatening chaos. All that sits in front of you is sunshine and a wide-open track, which makes it easier to distance yourself from the competition. Yes, the analogy to business is also clearly obvious.
Prosperity abounds within the office technology dealer industry. Client hybrid work needs represent the final traces of the pandemic. We’ve awakened from our great supply chain nightmare. Installation backlogs are no more. Dealers are breathing clean air, sans obstacles that impede growth. If you want to pick holes in the sweater, it’s become difficult to fill sales positions at dealerships across the country. That hasn’t stopped revenues from continuing to billow as many report they’re posting unprecedented sales numbers. It also proves that last year’s growth wasn’t simply a factor of pent-up demand. Some dealers aren’t interested in expanding into new geographies because they have so many opportunities in their current markets.
Dealer execs are in heaven. If there’s one common denominator to cull from our monthly dealer spotlights, it’s that there’s pure joy for business owners in getting up and coming into the office. That’s not a trite platitude. It’s an infectious attitude that spreads through employees and on to vendors and clients. It has a positive effect on effort. The late, great Steve Jobs once observed, “If you don’t love something, you’re not going to go the extra mile, work the extra weekend, challenge the status quo as much.” Apparently, the love is there for dealers.
What’s up with the Pollyanna viewpoint, you may ask? The dealer community has shed its box mentality in favor of a solutions approach toward clients. It’s not about selling copiers, it’s ferreting out pain points. It’s listening to what customers have to say—the more they talk, the more ammunition they provide that enables you to craft a tailored solution using as many offerings within your catalog as possible. Net-new revenue is fantastic, but dealers can cover so much ground simply by growing existing customer share, a.k.a. going wider. There are so many amazing diversifications that can spur incumbent client growth, from security cameras and access systems to cybersecurity, EV chargers, mailing equipment, UCaaS, light production—you get the picture.
Just a few years ago, Marco showed off its new building in Minnetonka, Minnesota, and in the process detailed a go-to-market strategy with a goal of reaching the $1 billion sales mark within five years—all without adding a new customer. Of course, it’s easier to take that approach when you have 30,000-plus clients, but Marco is one of five companies approaching $500 million in annual revenue. Is it scalable? Marco’s model may have a high degree of difficulty emulating, but the fundamental aspects should apply to the $5 million dealership.
With that, we bring you the 2024 Elite Dealers roster, the crème de la crème of the office tech space. As was the case last year, we have a stout list of 118 dealers, essentially two per state, which is exclusive company. And as you read their profiles, you’ll see many that note profit growth as a top accomplishment for the past year. That’s followed by four bullet points that hopefully provide perspective regarding how it was accomplished.
Here’s a taste of the variety of information detailed in these bullet points:
Innovative marketing. Dealers outline the tools, campaigns and programs they’ve found to be successful, from off-the-shelf software to hosted events that cast their companies as thought leaders in given disciplines. Whether the strategy employs in-bound or out-bound measures; home spun or third-party initiatives; or conventional, time-tested measures that remain impactful, these nuggets help to map out the connection between dealer and client.
Top takedowns. Everyone loves a good fishing story, which makes the dealer’s top wins of the year compelling. From the vertical to the solution, and sometimes at the expense of lackluster incumbent vendors, the winning blueprint can provide insights into particular markets.
Industry honors. Don’t just take our word for it. Whether it’s performance awards bestowed by OEMs, top workplace kudos from local newspapers or non-profit organizations that recognize dealers for the support of their causes, the awards roundup offers insight into those areas in which our Elite Dealers focus their energies.
Sit back, crack open your favorite Pinot Noir, and peruse the more than 100 profiles of the industry’s finest. And if your company isn’t on the list, make it a point to apply in 2025. We offer a hearty congratulations and thank you to all of our honorees. Read on!
