Strategies for Success: Part 2 Dealers share insight into growth opportunities Compiled by: Brent Hoskins, Office Technology Magazine
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hat do you believe will be the greatest opportunities for office technology dealers in 2020? What do you believe will be the best strategies for success in pursuing those opportunities? Recently, Office Technology magazine asked these questions of dealers via an email survey. The first set of responses appeared in the February issue. Following are the remaining responses received. Perhaps comments shared by your fellow dealers will provide some guidance to you for the year ahead. Opportunities: “Though no one can go back and make a brand-new start, anyone can start from now and make a brand-new ending.” — Carl Bard. There are so many directions to look toward as opportunities — IT, document management, workflow, cloud and backup, along with hardware/ software. Any one of those could be a game changer for a dealership. You should look at the one(s) your dealership can take on within your core business and still keep momentum. Strategies: It may seem simple, but get to know your people, market and manufacturer(s) better. This is hard work, but do not forget to enjoy the business, people and clients you have all around you. Spend some time reflecting on what motivational speakers have said over the years. You cannot inspire without being inspired. DJ Hastings, president Hogland Office Equipment, Lubbock, Texas Opportunities: Basically, we need to continue to drill down within our client bases to find out more about how their businesses run and find problem areas where we can help either with hardware and software solutions or with additional training to better utilize their existing equipment. The other area is through acquisitions of other businesses that will blend into our business models; this may be the fastest growth opportunity. Strategies: A continued changing of ownership’s mindset; we need to focus more on our customers’ needs and business
processes, and worry less about how many boxes we need to sell. If we become more of a consultant in our customers’ eyes, we become more like a teammate than just a sales organization, making hardware purchases easier — or a smaller part of the transaction from the customer’s point of view. David Forsberg, president Progressive Business Technologies Inc. Omaha, Nebraska Opportunities: Document management and all services related to document management, including document conversion and document conversion services. Also, managed print and managed IT services. Strategies: We have been doing this for quite a long time — since 2000. The difference now is that this is more part of the sale and the sales reps have finally gotten to the point where they are comfortable selling all these other services, mainly because they feel it is protecting their clients and accounts. Rick Salcedo, president & CEO KDI Office Technologies, Aston, Pennsylvania Opportunities: Cloud-based solutions with an annuity tied to the device. Also consider expanding into IT-driven sales products. Strategies: Collaborate with current office technology dealers on what they are selling. Understand the introduction of new products into the market. Have the right training for sales staff members and, possibly, a tech, depending on the products. Ian Nash, vice president of technology A.F. Smith Trading Co. Ltd., Hamilton, Bermuda Opportunities: I believe the biggest opportunities for BTA dealers are in production. We are finding opportunity around quality of print versus volume. The five-color Ricoh process is a really big deal for anyone who outputs documents and has traditionally outsourced that process.
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