October 2016 Office Technology by Business Technology Association

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CONTENTS Volume 23 • No. 4

FEATURE ARTICLES 10

2016 Software Buyers Guide Choose the best offerings for your dealership

COURTS & CAPITOLS Dealer Beware Do not bury your head in the sand & ignore change

by Robert C. Goldberg BTA General Counsel

Compiled by Elizabeth Marvel Office Technology Magazine

I just returned from the BTA Easthosted Grand Slam event in Boston, Massachusetts. Nearly every presenter at the event mentioned the recent purchase of Samsung’s printer business by HP Inc. One has to question what effect this purchase will have on the marketplace.

Each year, Office Technology magazine invites software vendors to submit overviews of their products to help dealers sort through the variety of software that is available for use in their customers’ businesses — or in their own dealerships.

Grand Slam BTA East hosts dealer event in Boston

P R I N C I PA L I S S U E S Inspiration to Innovation Konica Minolta hosts 2016 Dealer Conference

by Brent Hoskins Office Technology Magazine

BTA East hosted the 2016 Grand Slam event Sept. 15-16 at The Westin Copley Place in Boston, Massachusetts. The event featured a keynote panel discussion moderated by Ed McLaughlin, a dealer panel moderated by Jennie Fisher and five additional educational sessions.

HP Q&A: Aurelio Maruggi Addressing plans to disrupt the imaging industry by Brent Hoskins Office Technology Magazine

Focused, in part, on its success in elevating the company’s stature, the changing nature of the office technology industry, and the need for dealers to diversify their product and services portfolios, Konica Minolta Business Solutions U.S.A. Inc. hosted its 2016 Dealer Conference Aug. 28-30.

SELLING SOLUTIONS Don’t Build a Wall It will become an obstacle to sales success

by Troy Harrison Troy Harrison & Associates

On Sept. 12, HP Inc. announced a definitive agreement to acquire Samsung Electronics Co. Ltd.’s printer business in a transaction valued at $1.05 billion. On Sept. 22, Office Technology magazine interviewed Aurelio Maruggi, general manager of the HP A3 Solutions Business Unit.

CPP Alternatives Consider seat- or devicebased billing by West McDonald Print Audit

At BTA’s Capture the Magic event in Las Vegas, Nevada, this year, I had the opportunity to speak on seat-based billing for managed print. The session was quite popular and I received a lot of inquiries after the event to go into more detail on how the model works.

These days, it seems that the “wall” is all the rage in the news. This got me thinking about the most common “wall” we all deal with in our sales lives. The wall I am talking about is the imaginary wall between you and your customer; the one that prevents you from getting a sale.

D E PA R T M E N T S Business Technology Association

• BTA Highlights

Executive Director’s Page

BTA President’s Message

Advertiser Index

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EXECUTIVE DIRECTOR’S PAGE

BTA Channel’s Choice Report Available Now

want to thank you for casting your ballot earlier this year in BTA’s annual Channel’s Choice program. We received 269 completed ballots from independent BTA member and non-member dealers who were asked to rate their primary and secondary line MFP vendors in key performance categories. In addition, they were asked to rate vendors in two other categories: ThirdParty Leasing and Cartridge Remanufacturer. The results of this balloting process, tabulated for BTA by SurveyAdvantage LLC, determined the winners of our 2016 Channel’s Choice Awards. On June 10, 2016, during the BTA at 90: A Celebration event at Kansas City Union Station in Kansas City, Missouri, 2015-16 BTA President Dave Quint announced and presented the 2016 Channel’s Choice Awards. If you missed the announcement of the winners, KYOCERA Document Solutions America received the 2016 Channel’s Choice Award for Superior Performance — Primary Brand, as well as the Channel’s Choice Awards in the Corporate Support, Distribution, Product Line and Inventory performance categories. In addition, Muratec America Inc. received the Channel’s Choice Award for Outstanding Performance — Secondary Brand, GreatAmerica Financial Services won the Channel’s Choice Award for ThirdParty Leasing and Clover Imaging Group took home the Channel’s Choice Award for Cartridge Remanufacturer. BTA is providing its members a complimentary summary of the 2016 Channel’s Choice Report on the BTA website. Among the summary features, based on the balloting process: a list of the first and second runners-up in the top primary brand and

secondary brand categories; overall comparisons of the primary and secondary brand manufacturers; and overall comparisons of both cartridge remanufacturers and third-party leasing companies. For a more comprehensive view of the results, the 125-plus-page 2016 Channel’s Choice Report is available to dealers and others for a fee. Here is a sampling of the type of information you will find in the full Channel’s Choice Report: n Among primary vendor providers, in terms of “corporate support — availability of sales training,” four companies ranked above the industry mean: Kyocera, Canon, Ricoh and Sharp. n Among primary vendor providers, in terms of “product line — product performance,” four companies ranked at or above the industry mean: Sharp, Canon, Kyocera and Konica Minolta. n Among secondary vendor providers, in terms of “distribution — overall distribution policy,” four companies ranked overall above the industry mean: Muratec, Kyocera, Lexmark and Canon. n Among third-party leasing companies, in terms of “communications,” three companies ranked above the industry mean: GreatAmerica Financial Services, EverBank and LEAF. n Among cartridge remanufacturers, in terms of “impact on service costs,” two companies ranked above the industry mean: Supplies Network and Clover Imaging Group. For more information on the Channel’s Choice Awards program, or to purchase the 2016 Channel’s Choice Report, visit www. bta.org/ChannelsChoice. The complimentary summary of the report can also be downloaded from the same page. To access this BTA member benefit, you will need your username and password. n — Brent Hoskins

Executive Director/BTA Editor/Office Technology Brent Hoskins brent@bta.org (816) 303-4040 Associate Editor Elizabeth Marvel elizabeth@bta.org (816) 303-4060 Contributing Writers Robert C. Goldberg, General Counsel Business Technology Association Troy Harrison, Troy Harrison & Associates www.troyharrison.com West McDonald, Print Audit www.printaudit.com

Business Technology Association 12411 Wornall Road Kansas City, MO 64145 (816) 941-3100 www.bta.org Member Services: (800) 505-2821 BTA Legal Hotline: (800) 869-6688 Valerie Briseno Membership Marketing Manager valerie@bta.org Mary Hopkins Database Administrator mary@bta.org Teresa Leerar Bookkeeper teresa@bta.org Brian Smith Membership Sales Representative brian@bta.org Photo Credits: Bigstockphoto. Cover created by Bruce Quade, Brand X Studio. ©2016 by the Business Technology Association. All Rights Reserved. No part of this publication may be reproduced by any means without the written permission of the publisher. Every effort is made to ensure the accuracy of published material. However, the publisher assumes no liability for errors in articles nor are opinions expressed necessarily those of the publisher.

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BTA PRESIDENT’S MESSAGE

Attend One of These Fall BTA Workshops

re you looking to hone your skills or those of your employees? If so, BTA has announced upcoming dates for several educational workshops for sales management, service management and managed services personnel. BTA members receive discounted tuition on these workshops and they can also use the educational discount promo codes received with their memberships toward the tuition fees. The first workshop, FIX: Cost Management for Service 2.0, will take place Nov. 14 at BTA member dealership NovaCopy in Nashville, Tennessee. Successful BTA dealers use their service departments to maintain profit margins as new equipment sales margins decline. FIX, BTA’s popular service workshop, teaches attendees how to compute the cost of the service labor hour (service burden rate) and improve their overall service department profitability. Workshop instructor Ronelle Ingram will cover firstcall completion and proven management and customer service programs to improve morale within a service department. Those struggling with MPS and IT issues can learn new management skills to help transition their staffs to the realities of solutionsbased servicing. FIX is a highly interactive, energetic classroom experience that you do not want to miss. For more information or to register, visit www.bta.org/FIX. The BTA Managed Services Workshop will be held Dec. 7-8 in Santa Ana, California. Taught by Mitch Morgan and Chris Ryne of Growth Achievement Partners (GAP), the one-and-a-half day workshop includes the data within the Managed Services Business Model v2.0. This model, the first of its kind, has been developed by Morgan, Ryne and

Continuum. GAP has been assisting dealers in making the transition to managed network services (MNS) since 2009. Continuum is the largest, most experienced provider of managed services operations to dealers and currently manages more than 600,000 endpoints. The companies’ combined knowledge in the managed services space will allow dealers to walk away with a “timetested” business model and key metrics to guide success in this strategic growth area. For more information or to register, visit www.bta.org/MS. Finally, the BTA Sales Management Workshop will be held Dec. 7-9 in Orlando, Florida. Taught by industry trainer and facilitator Kim Ward of Learning Outsource Group, this workshop is a career development “must have” for sales management at all levels. It provides the knowledge, skills, process and tools to immediately increase effectiveness and achieve higher levels of success. The workshop focuses entirely on the “how-to” skills that will help attendees reach their full potential as great sales leaders and coaches, as well as best practices to build and sustain elite, high-performance sales teams. The program includes a complete tactical plan and covers the following key modules: Awareness and the Changing Sales Management Role; Maximizing Return on Effort; Recruiting, Interviewing and Selection; Performance Coaching, Sales Metrics, Forecasting and Funnel Strategy; Communication and Sales Employee Retention; Leadership; and Program Action Mapping and Team Development Plan. For more information or to register, visit www.bta.org/SalesManagement. Register for one or more of these workshops to get the most from your membership. To learn more about BTA’s educational offerings, visit www.bta.org/Education. n — Rob Richardson

2016-2017 Board of Directors President Rob Richardson Allied Document Solutions & Services Inc. Swedesboro, New Jersey robr@ads-s.com President-Elect Dan Castaneda International Copy Machine Center El Paso, Texas dan@icmc-elp.com Vice President John Eckstrom Carolina Business Equipment Inc. Columbia, South Carolina johne@cbesc.com BTA East Jim Donnellon ABS Business Products Inc. Cincinnati, Ohio j.donnellon@absproducts.com Greg Gondek ACT Group Cromwell, Connecticut greg@advancedcopy.com BTA Mid-America Erik Crane Copy Products Inc. Springfield, Missouri ecrane@copyproductsinc.net Bob Evans Function4 Sugar Land, Texas bobevans@digiteconline.com BTA Southeast Brian Snow Tallahassee, Florida Advanced Business Systems bsnow@a-b-s.com Tim Renegar Kelly Office Solutions Winston-Salem, North Carolina trenegar@kellyofficesolutions.com BTA West John Hines Copiers Northwest Inc. Seattle, Washington jhines@copiersnw.com Cathy Dimon Northern Business Systems Fairbanks, Alaska cdimon@acsalaska.net Immediate Past President Dave Quint Advanced Systems Inc. Waterloo, Iowa dquint@asiowa.com Ex-Officio/General Counsel Robert C. Goldberg Schoenberg Finkel Newman & Rosenberg LLC Chicago, Illinois robert.goldberg@sfnr.com

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2016 Software Buyer’s Guide Choose the best offerings for your dealership Compiled by: Elizabeth Marvel, Office Technology Magazine

ach year, Office Technology magazine invites software vendors to submit overviews of their products to help dealers sort through the software that is available for use in their customers’ businesses — or in their own dealerships. Each company was given the opportunity to submit a description of its offerings and select or submit the best software category for the company. Business Intelligence NXB www.nxbmobile.com NXB is a comprehensive management platform for your mobile workforce. NXB automates the dispatch of delivery and service calls while tracking mobile workers in real time. Integration with your ERP system automates workflows, drives efficiencies and allows for richer analytics and management tools. Combined with its offline ability, NXB allows workers continued access to in-field information, regardless of data signal. Business Process Improvement Nuance Document Imaging www.nuance.com Nuance provides the software solutions and expertise required by professionals and organizations to gain optimal control of their document and information processes. The company’s expansive portfolio enables strict compliance with information security policies and regulations organizations face, reducing risk and assuring employees they have complete control over their documents and information. SalesChain www.saleschain.com SalesChain is a business automation tool for companies that use e-automate. SalesChain software provides bi-directional integration with e-automate like no other, delivering real productivity across your business. Today, dealers all across North America trust SalesChain to operate their business processes, including proposal and order pricing, sales and contract document generation, sales commissions,

delivery workflow automation and more, saving time, money and serious manpower. Capture/Forms Recognition Artsyl Technologies www.artsyltech.com Artsyl Technologies develops innovative document capture and workflow processing technology to help companies reduce costs, improve data accuracy, speed workflows and strengthen compliance around complex business processes. For more than 10 years, Artsyl has been helping global companies tackle challenging workflows such as accounts payable invoice processing with products like InvoiceAction, which helps companies reduce their invoice processing costs by as much as 80 percent. Cloud Solutions DirectCloud Webtop www.mydirectcloud.com DirectCloud Webtop is a cloud-based virtual server and desktop solution that provides users with access to their data, applications and communications anywhere, anytime and on any device. Webtop is replacing traditional premise server networks with a managed service that enables customers to reduce IT costs, operate efficiently and increase productivity. DirectCloud’s partner program is geared toward technology companies looking to grow their managed services practices. Cost Recovery nQueue www.nqueue.com nQueue provides cost recovery and document scanning and routing solutions to the legal market and others. Its clients include 35 percent of the largest 250 law firms in the United States and five of the top 10 globally. nQueue’s software offerings unlock the value from information to help firms run their businesses more profitably. Dealership Management AgentDealer www.agentdealer.com Need to find and close more deals? AgentDealer can help

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Is your current dealer management software boxing you in? Skyrocketing license fees A cumbersome accounting package Steep learning curve for new employees Complicated contract management module

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with that. With tools like: RightTrack Activity System, Quote Builder, ERP integration, inbound marketing, automated workflows and approval processes, and the Salesforce1 mobile app, your reps will have the tools they need to stay connected to your team and the ability to respond to your customers and prospects more quickly than ever before. BEI Services www.beiservices.com BEI Services provides dealerships with trusted benchmark device-to-device, peer-to-peer data to measure, monitor and manage performance-related specific device costs, parts and labor expenses, technician decision efficiency and overall service and sales operations. BEIâ&#x20AC;&#x2122;s all-inclusive solution includes world stats benchmark reporting, demand time territory planning, predictive inventory stocking, technician assessment and coaching, technician bonus incentive plans, supply shipment audit and MPS sales engagement strategy. CEO Juice http://hub.ceojuice.com/bta CEO Juice is a company that works only with copier/MFP dealers running e-automate. Are you confident that all your contracts are set up and billing correctly? Are you comfortable that none of your customers are selling your toner on eBay? Are you happy that your reps are on top of all leaseend deals? Are your customers paying their invoices on time? If not, CEO Juice can help. Compass Sales Solutions www.compasscontact.net With more than 15,000 users in five countries, Compass Sales Solutions has been a leading sales force automation provider for the office technology industry since 2001. Compass Sherpa provides a comprehensive suite that automates all aspects of the sales process, allowing sales professionals to utilize one tool to manage the entire process, including: prospect/client data, proposal generation, MPS analysis, ERP integration and mobile access. Compass Sherpa is your guide to sales success and your complete sales ERP. ConnectWise www.connectwise.com Made for companies that sell, service and support technology, ConnectWise fully integrates business-process automation, time-tracking, help-desk ticketing, project management, billing and more, which dramatically streamline a companyâ&#x20AC;&#x2122;s operations. ConnectWise gives its users access to a powerful network of ideas, experts and solutions, serving as a resource for best practices. ECi e-automate http://servicetechnology.ecisolutions.com ECi e-automate is a leading provider of business software developed specifically for companies that sell and service

technology. Today, more than 1,500 dealerships utilize eautomate to manage business processes like accounting, contracts, inventory, purchasing, sales, service and more. By integrating these functions, you can automate hundreds of daily tasks, saving you time, money and manpower. Miracle Service www.miracleservice.com Miracle Service offers complete dealership management software. Features include: technician scheduling; meter management (collection, contracts and billing); inventory; accounting integration (QuickBooks and more); sales CRM; a customer self-service portal; a mobile field technician console (iPhone, Blackberry, iPad, Android and Windows Mobile); and much more. Miracle Service has helped thousands of dealers in more than 45 countries optimize their field services and gain a competitive edge. Document Capture & Imaging ABBYY www.abbyy.com ABBYY is a leading global provider of technologies and solutions that help businesses to action information. The company sets the standard in content capture and innovative, language-based technologies that integrate across the information life cycle. Users rely on ABBYY solutions to optimize business processes, mitigate risk, accelerate decision making and drive revenue. Drivve www.drivve.com Drivve provides a range of embedded solutions for MFPs and printers. Its unique portfolio covers secure device authentication; scanning and image capture; print management and cost recovery; mobile printing; and document management and workflow. Drivve sells its software exclusively through MFP and printer OEMs and independent dealers. Drivve also provides comprehensive support and training to help dealers sell solutions and increase their bottom lines. Document Management Intellinetics www.intellinetics.com IntelliCloud enables organizations still dependent on a business-critical use of paper documents to quickly increase revenues, competitive advantage and customer satisfaction while decreasing costs and risk. IntelliCloud is a proven solution that tames the mountain of paper by applying the benefits of simplified digital document management. Intellinetics provides full on-site sales/technical training, private branding and marketing programs to ensure dealer success. MaxxVault www.maxxvault.com MaxxVault document management software provides efficiency improvements, regulatory compliance, reduced

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“We want to work with someone who is invested in our future.”

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In this rapidly changing industry, you need a team that can offer strategic solutions and has the financial strength and dedication to help your business grow. Wells Fargo Equipment Finance has that focus. Our dedicated team will take the time to gain a deep understanding of your vision, and will offer personalized insights and innovative opportunities that support your goals. We’re ready to help your business succeed now and for years to come. Call us today at 1-800-223-1420.

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costs and customer satisfaction. It is an open system that uses the latest technology to provide security, dependability and interoperability with existing systems. Enterprise Content Management docSTAR www.docstar.com More than 8,000 organizations trust docSTAR to deliver enterprise content management (ECM), document management, AP automation and electronic forms technology to streamline business processes. Available either on-premise or as a cloudhosted service, docSTAR eclipse provides document control, improves retention and increases efficiency for organizations of any size. docSTAR’s reseller partners receive extensive margins and access to free sales and technical training. DocuWare www.docuware.com A global leader since 1988, DocuWare (BLI five-star rated and ISO certified) offers completely web-based document management software available in 16 languages with more than 125,000 users in approximately 14,000 installations. Cloud- or on-premise-based, DocuWare is highly secure, scalable, flexible to integrate and uses future-proof technologies. DocuWare successfully helps office technology dealers become profitable with selling solutions, supporting them every step of the way with a proven business plan, ongoing education, marketing tools and field sales support. Laserfiche www.laserfiche.com Laserfiche Enterprise Content Management software helps transform how organizations manage content, automate document-driven business processes and make timely, informed decisions. Using Laserfiche, organizations can innovate how documents and other unstructured information are processed and analyzed to achieve business results. Laserfiche provides intuitive solutions for capture, electronic forms, workflow, case management, cloud, mobile and government-certified records management. Square 9® Softworks www.square-9.com For document-intensive companies challenging the definition of business efficiency, Square 9 Softworks develops solutions for process automation that increase productivity across all business applications. Delivering the unique tools that streamline process performance, Square 9 provides a broad product offering including cloud-enabled and onpremise solutions in document capture automation, enterprise content management, business process management and web forms management. Square 9 Softworks delivers backing on software and support, comprehensive training and an extensive marketing program to assist its dedicated dealer channel.

Enterprise Resource Planning MWA Intelligence Inc. www.mwaintel.com MWA Intelligence, a master value-added reseller (MVAR) and leader in enterprise resource planning (ERP), provides the imaging channel with the first and only streamlined ERP tailored to the industry’s needs. MWA FORZA, built on the SAP Business One platform, is a fully integrated ERP solution solely created for the dealer community to reach its fullest potential. FORZA enables companies to take back control of their businesses with optimized transparency in real-time, encompassing all organizational processes, while an open architectural platform allows dealerships to seek out opportunities for growth. Managed Print Technology ECi FMAudit http://fmaudit.ecisolutions.com FMAudit’s all-inclusive software program offers everything your MPS business needs, right at your fingertips. Device data, user data, mobile mapping, TCO analysis and more are provided in this one, seamless package. Meter collection, supply fulfilment, competitive alerts and service alerts are automated through FMAudit’s unique bi-directional sync with your ERP system, making this exclusive technology much faster and more efficient. Tigerpaw Software www.tigerpaw.com Tigerpaw’s comprehensive tool empowers more than 40,000 users to manage, automate and integrate business functions all within one, easy-to-use system. Tigerpaw offers a comprehensive business automation solution for companies in industries as varied as A/V, IT, telephony, security, POS, medical equipment and ATM machines. TotalPrint USA www.totalprintusa.com Tired of not getting local printer reads? Now you can with TotalPrint USA’s patented wireless patrol technology. TotalPrint is not just another managed print services solution. With 13 patents filed, its Patrol Installation Appliance is the most innovative technology in the managed print services industry. Thanks to TotalPrint’s patrol technology (which does not reside on a server), you now can offer your clients more accurate reporting, which results in a better revenue stream for your organization. Network Managed Services Continuum Managed Services www.continuum.net/OE Continuum enables office technology dealers to capitalize on the $320-plus-billion IT services opportunity by branding and leveraging the company’s award-winning IT services management platform. This dealer program allows

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Fact.

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Continuum’s 850-plus NOC/help-desk engineers to become the backbone of a dealership’s IT deliverables to its customer base while achieving scale and 60-percent gross margins with the guidance of Continuum’s IT business model. SolarWinds MSP www.solarwindsmsp.com SolarWinds MSP empowers office technology dealers with everything they need to scale and diversify their managed services businesses, including remote monitoring and management (RMM) platforms and best-in-class business, marketing, sales and technical resources. From troubleshooting to ticketing, automation, data analytics, reporting, patching, antivirus and backup, SolarWinds MSP helps more than 20,000 IT service providers worldwide maximize their business efficiencies and enhance profitability. Print Management ITC Systems www.itcsystems.com ITC Systems serves MFD OEMs and their resellers by providing products and services focused on copy and print management. Founded in 1989, ITC Systems is a multinational corporation with offices in Toronto, Ontario, Canada, St. Louis, Missouri, and San Francisco, California, with installs of its self-serve pay-for-copy-and-print products at many locations throughout North America. nddPrint Inc. www.nddprint.com nddPrint provides an all-inclusive software program that accurately monitors both standalone and networked devices. Based in Lages, Brazil, with more than 350 dedicated, fulltime employees, nddPrint monitors and supports hundreds of thousands of devices in several countries with its unique nddPrint 360 software. When a company would normally have to offer software from three or four different vendors, nddPrint’s software features modules from a single vendor, allowing for a complete offering for the dealer and OEM channels. Everything is based and charged monthly, per device. Print Audit www.printaudit.com Print Audit Premier is a subscription plan that gives office technology dealers virtually unlimited access to all of Print Audit’s products for one low monthly fee. In addition to powerful remote meter reading and device management tools, Premier provides dealers with a full suite of print management products to help their clients analyze, control and recover their printing costs. Print Tracker www.printtracker.net Print Tracker is an MPS software solutions company with more than 12 years of service to the office technology industry. Print Tracker provides simple-to-install,

intuitive-to-use MPS software solutions. Tools include meter gathering software, advanced deployment options, alert generation, service and meter viewers, webAdmin, customized reporting, an adaptable TCO Estimator, integration of meters and alert information into ERP systems, and automated supply fulfilment. PrintFleet www.printfleet.com PrintFleet provides timely, reliable data that creates actionable information enabling automation of processes within the imaging industry. PrintFleet’s print management solutions offer unparalleled data collection, analysis and program support. Available in multiple languages, PrintFleet solutions empower the people they serve to solve business challenges and foster growth. Sales & Marketing Automation Evolved Office www.evolvedoffice.com Evolved Office (EO) is a full-service marketing agency providing office technology dealers with turnkey and customizable marketing solutions including: newsletters, videos, email templates, postcards, brochures and complete marketing campaigns — all custom-branded with a dealership’s logo and information. EO’s software allows a dealer to easily edit templates, email them and track results. EO also offers social media services, SEO, PPC, website design and more. Sales Management Falcon Technology Solutions www.efalcontech.com Falcon markets Soaring, server-based sales management software specifically designed for the office technology industry. Soaring integrates with industry software such as OMD, e-automate and others, as well as business software such as Outlook, Word and Excel. Soaring’s newest version has a robust MPS analysis/proposal section and a new mobile version designed specifically for tablets/mobile devices. Security Solutions AVG Business www.avg.com/partners The AVG Business software solutions portfolio includes AVG® AntiVirus Business Edition and AVG Internet Security Business Edition for advanced endpoint security protection; AVG CloudCare™ to deploy and manage a range of security solutions through a single, cloud-based administration platform; and AVG Managed Workplace® to provide simplified delivery of remote monitoring and management capabilities and other critical managed security services. n Elizabeth Marvel is associate editor of Office Technology magazine. She can be reached at elizabeth@bta.org or (816) 303-4060.

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Grand Slam BTA East hosts dealer event in Boston by: Brent Hoskins, Office Technology Magazine

TA East hosted the 2016 Grand Slam event Sept. 15-16 at The Westin Copley Place in Boston, Massachusetts. The event featured a keynote panel discussion, “A Vision for the Future of the Industry,” moderated by Ed McLaughlin of Innovolt and Valderus, and a dealer panel, “Leading for Innovative Results,” moderated by Jennie Fisher of GreatAmerica Financial Services. There were also five additional educational sessions: “Digital Marketing & Finding Your True North,” led by Jeanne Hopkins of Continuum Managed Services; “The Cultural Shift in Sales & Management,” led by Melissa Whitaker of Melissa Whitaker International; “The Rules of Engagement Have Changed,” led by Lindsay Kelley of Prospect Builder; “Key Strategies to Grow a Profitable MPS Business,” led by Sarah Custer of Supplies Network; and Bob Palmer of International Data Corp. (IDC) presented a session addressing HP’s agreement to acquire Samsung’s printer business. Networking opportunities included a welcoming reception and a New York Yankees versus Boston Red Sox baseball game at Fenway Park. The exhibiting sponsors: ACDI, Agent Dealer, BEI Services, Brother, Buyers Lab, Carolina Wholesale, Clover Imaging Group, Compass Sales Solutions, Continuum Managed Services, Crawford Thomas, Dynamo, ECi eautomate, ECi FMAudit, EDA, EverBank, Falcon Technology Solutions, FUJIFILM Service, GreatAmerica Financial Services, Gwentaa (breaks sponsor), Imaging Solutions Direct, Impression Solutions, Innovolt, Katun, LMI, Mars International, Muratec, OKI, Panasonic (reception sponsor), PHSI, Plustek, Polek & Polek (baseball game sponsor), ProcureIT (lunch sponsor), Scan-Optics, Sentry Insurance, Supplies Network, SYNNEX, Tesseract, Tigerpaw, Toshiba, Wells Fargo and Xerox (breakfast sponsor). For more information on and to see photos from all of BTA’s events, visit www.bta.org/BTAEvents. n Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine. He can be reached at (816) 303-4040 or brent@bta.org.

Clockwise from top: Ed McLaughlin opens the Grand Slam event with his thoughts on the future of the industry; (left to right) James and Julie Czachur of Advanced Imaging Systems Inc., Riverhead, New York, visit with Bob Treitel of Compass Sales Solutions; the keynote panelists were (left to right) Scott Schnabel, Centric Business Systems, Owings Mills, Maryland; Jerry Blaine, LDI Color Tool Box, Jericho, New York; Leo Bonetti, Flo-Tech, Middletown, Connecticut; and Kelly Moran, Gordon Flesch Company, Madison, Wisconsin. McLaughlin ( far right) served as moderator; and 2016-17 BTA East President Tim Seeley Jr. of Seeley Office Systems, Glens Falls, New York, served as the event’s emcee.

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A Look at HP O

Clockwise from top: Dealer panelists (left to right) Casey Lowery, Applied Imaging, Grand Rapids, Michigan; Joe Berrigan, WPS, Hagerstown, Maryland; and David Scibetta, Copier Fax Business Technologies, Buffalo, New York. Jennie Fisher ( far right) served as moderator; Chris Polek (left) and Frank Vassallo (center) of Polek & Polek visit with Lee Darish of Imaging Technologies, Malden, Massachusetts; 2016-17 BTA President Rob Richardson (left) awards 2015-16 BTA President Dave Quint an “In Appreciation” plaque recognizing his service to the association; and Richardson (left) awards a Bose stereo system to Frank Dube, BASE Technologies, Bethel, Connecticut, during prize drawings at the conclusion of the event.

Grand Slam included five additional educational sessions led by industry experts. Top row, left to right: presenters Jeanne Hopkins, Bob Palmer and Melissa Whitaker. Bottom row, left to right: Lindsay Kelley and Sarah Custer.

n Sept. 12, three days prior to Grand Slam, HP announced it had signed a definitive agreement to acquire Samsung Electronics Co. Ltd.’s printer business for $1.05 billion. With the approval of his audience, educational session presenter Bob Palmer, research director for imaging, printing and document solutions at market research firm IDC, opted to forgo his planned presentation to instead focus solely on the news from HP. Palmer began with HP’s plans to bring to market 16 new PageWide and LaserJet products in 2017. He also referenced the terminology the company uses. “I think the initial reaction from a lot of people, was ‘OK, here we go again,’” he said. “HP has a long history of trying to go after this space. When they do it, they always talk about ‘attacking the copier market.’ That’s their terminology. They still approach it that way — ‘We’re attacking the copier market.’” The terminology “is interesting in and of itself,” Palmer said. “It’s really not a ‘copier market’ any more, is it? It’s a market for office document services and solutions. Copiers and printers merged a long time ago.” As a printer-based company, HP has always “looked at this ‘other’ segment of the market,” Palmer said. “[These are] pages and customers they really don’t have access to right now — channels they don’t have access to — and they really want to be in that business. They’ve wanted to be in that business for a long time.” Palmer recalled HP’s history of pursuing the “copier market,” referencing, for example, the Mopier, the “company’s first attempt to go after the copier space.” He also mentioned the various relationships HP has had with other vendors, including Konica Minolta, Sharp and Canon, rebranding their products to sell under the HP name. The strategy at HP, he said, was: “‘Because our logo is on there and it’s a nice piece of hardware, the channel is going to come along.’” HP learned that “that’s not really the case,” Palmer said. “This channel requires a services support infrastructure. It requires an entire portfolio of products and, as a dealer, it’s not easy to invest in a new line. You have to train service technicians, you have to train sales reps, you have to invest in inventory control and management. You have to do a lot of things if you’re going to carry a new line.” Despite its history, Palmer said HP’s recent announcement warrants the industry’s full attention. “This latest approach to the market is completely different,” he said. “They are certainly bringing new products to the market, but behind that is devoted, concentrated effort in trying to understand what this channel means, what the services support infrastructure needs to be, putting new distribution centers in place, pulling in parts and service capabilities, and pulling in field reps and service technicians from the industry to come and work for HP.” All of the infrastructure that is behind the acquisition and the coming new products “is really what I’m going to ask this audience to focus on as it relates to this latest announcement,” Palmer said. “One of the bigger parts of the announcement, along with all that investment, is that they have put an entire A3 business unit together, headed by Aurelio Maruggi. His group is chartered with specifically looking at the needs and the structure required by this channel. That’s a whole new approach.” n — Brent Hoskins www.offi cetechnol ogymag.com | Oc tob e r 2016 | 19

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HP Q&A: Aurelio Maruggi Addressing plans to disrupt the imaging industry by: Brent Hoskins, Office Technology Magazine

n Sept. 12, HP Inc. announced a definitive agreement to acquire Samsung Electronics Co. Ltd.’s printer business in a transaction valued at $1.05 billion, the largest print acquisition in HP’s history. HP also announced an expansive line of A3 MFPs. The announcements were made at the beginning of HP’s Global Partner Conference in Boston, Massachusetts. HP’s portfolio of A3 MFPs, including three PageWide platforms and 13 LaserJet platforms, will be available as 54 different SKUs with a range of finishing options, such as in-cave stapler stacker, hole punch, highcapacity staple/stack and booklet makers. Among the product technology highlights: print security across devices, documents and data; advanced monitoring based on cloud and big-data analytics to predict service and supply needs; and affordable color to drive adoption and economics. On Sept. 22, Office Technology magazine interviewed Aurelio Maruggi, general manager of the HP A3 Solutions Business Unit, about the agreement to acquire Samsung’s printer business and the planned launch of the new A3 MFPs. Following are questions that were asked in the interview and his responses. OT: What were the key factors that led to HP’s agreement to acquire Samsung’s printer business? Maruggi: In order to be a player in the A3 space, the first thing required is the portfolio. Every day, the BTA Channel has to sell a variety of products with a multitude of input and finishing options. Honestly, our past A3 offering lacked the completeness required in terms of the speed ranges and the paper input/output accessories. We looked at possible partnerships with engine vendors and Samsung was included in our consideration set. As we deepened the analysis of what Samsung has developed for its A3 portfolio, we were more and more excited about what we saw — not only in terms of the completeness of

Samsung’s portfolio, but also in the way those products were engineered. They are very much in line with how we wanted to have our A3 portfolio designed. This got us really looking at Samsung closely. We started the analysis to not only OEM engines, but to acquire the entire printing organization and what comes with the organization — more than 6,500 printing patents and a world-class workforce that includes nearly 1,300 researchers and engineers with advanced expertise in laser printer technology, imaging electronics, and printer supplies and accessories. This acquisition will allow us to finally address the portfolio table stakes that are important to be a player in the copier market. We also needed to have the cost structure that allows HP to be on the same playing field as the other vendors in this market today — all of the other leading A3 vendors are vertically integrated. OT: What can you share in terms of HP’s distribution plans for the new A3 products? Maruggi: We are planning to have a mix of our existing dealers and new BTA dealers. There are some successful A3 BTA dealers in our program today. We also have IT VARs that have developed the capabilities to go after the A3 space. Where needed, we plan to augment our existing HP dealers with BTA dealers who may not be doing any business with HP today, but we hope will want to be part of this select group of channel dealers. Dealers will be selected through qualification criteria and geographic location. The qualification criteria relate to capabilities that these dealers have for contractual selling, MPS, solutions, value-added services and customer service/support. We have not set a target number of A3 dealers. The number will depend on specific situations at the country and city levels. As we speak, we are building our plans at the country and city levels. We are analyzing our existing dealers to see

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how many of them will be qualified and interested to carry this portfolio and how many new dealers we will need. We started this effort well before the A3 announcements in Boston. Again, we expect to have a balance between existing dealers and new dealers. We recognize that we need a careful balance between how many dealers are required to cover the market and protecting dealer margins.

We recognize that we need a careful balance between how many dealers are required to cover the market and protecting dealer margins.

OT: Some are saying that HP has a list of dealers it wishes to have represent the new products. Is this correct or just a rumor? Maruggi: As a new entrant, and given our history, we have to sell ourselves to the dealers who are successfully selling A3 today. We can’t be so arrogant as to think we can just pick and choose. We need to convince dealers HP has something worth switching from long-standing existing vendor relationships. Under non-disclosure, we started to share our business strategy and portfolio with a few dealers as far back as the end of last year. We gave them visibility into what we were doing with both LaserJet and PageWide. They gave us invaluable feedback on improvements we could make to our products, programs, pricing, support, etc. And, as we were getting closer to the Sept. 12 announcement, we broadened the communication to a larger number of dealers identified as being key A3 players in the specific countries where they operate. Now is the time we go to the next level — mutual qualification. It is not just HP qualifying dealers, but the dealers qualifying HP as well. We view it as a marriage. It is not just HP doing the selecting. And we want the marriage to last for the long term. OT: Does HP plan to market directly to dealers or will your new A3 line be offered through distributors? Maruggi: Our model has always been through distribution, but we realize that, in the A3 market segment, it is important to have a direct relationship with dealers. The direct buying relationship between vendor and dealer allows flexibility in the commercial conditions, pricing and sales management. Therefore, we are going to implement a hybrid model, taking the best of direct and distribution. We are planning to have a direct ordering and pricing relationship with the dealers via an HP online portal. We will be using a very limited number of distributors to fulfill these A3 and A4 managed products and supplies orders, plus handle dealer credit. Distributors can expect to do these functions faster and at a lower cost than HP can. These selected HP

A3 distributors will also be able to offer dealers their own additional valueadded services above what HP can offer today. However, we do not expect to use as many distributors as we have in the transactional business.

OT: In the announcement of the acquisition, the press release states: “Copiers are outdated, complicated machines with dozens of replaceable parts requiring inefficient service and maintenance agreements.” It goes on to state: “HP is investing to disrupt this category by replacing copiers with superior multifunctional printer technology.” For decades, maintenance agreements have been the lifeblood of the imaging industry. How can this vision from HP leadership bode well for the various channels that sell and service imaging devices? Maruggi: That’s a fair question and concern. And, by the

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way, I’ve heard these concerns this week some of the table stakes that are needed We are not bringing from several dealers. Each of them, once in order to be a player in this $55-billion they have understood what HP intended copier market — having the wide portproducts to market that by this text — which, in hindsight, could folio of products, competitive cost-perwill not require service have been worded more effectively — page pricing and the right go-to-market ... We’re introducing, has felt better. strategy. Having the ability to do pricing as I like to call it, “the We are not bringing products to marthat is properly differentiated depend21st-century way of ket that will not require service. We’re ing on the size of the business a dealer bringing products that are engineered does with HP, at the right protected servicing a product.” to be serviced in a more efficient way. hardware margins and with the right Our PageWide and LaserJet products service support for dealers, are table have been engineered to reduce the time it takes techni- stakes that, frankly, have not been addressed by HP in the cians to make repairs. past. I can assure you that with these A3 products, we are The devices will be connected to our Smart Device Ser- putting the investments and effort into developing the table vices technology that will lower the cost to service devices. stakes correctly. Smart Device Services is an ecosystem of smarter HP A3 and Our disruption comes from the PageWide, Smart Device A4 devices enhanced with additional sensors, connected to Services and HP print security technologies. These disrupan HP cloud big data and decision engine that will send sug- tive technologies change the value our dealers can offer to gested actions to dealers’ existing DCA and ERP tools. These their customers. More and more, this category of product suggested actions will improve the customer experience is perceived to be a mature category, where there really is and lower the dealer’s cost to deliver service and manage often not much more for a dealer to offer to customers other parts. We’re introducing, as I like to call it, “the 21st-century than a lower hardware price and a lower CPC. way of servicing a product.” We expect that giving dealers the ability to talk to cusFor example, today there are situations where the only tomers about upgrading mono pages to low-cost PageWide way to resolve a problem at a customer site is to dispatch color will drive more revenue and margins. HP security a technician. For some of these situations, we can diagnose gives dealers a good way to convince customers that to and resolve them remotely. If there is a situation that is di- protect their IP and customer information, they need to upagnosed remotely, but requires a technician to resolve, that grade their older machines to new HP devices. Smart Device technician needs to have all of the knowledge and parts to Services help dealers differentiate their service with higher fix the problem the first time. And we’ll statistically suggest uptime, while making more profit. We believe, from every other actions that the technician should take on other de- conversation that we have with dealers, that these technolovices at that customer, or nearby customers, to maximize gies are viewed as differentiating HP and can help them difthe efficiency of that trip. So, it is about bringing a higher ferentiate with their customers. level of sophistication in service. The end customer will have So this is fundamentally why we believe that this time a better experience. For the dealer, it will be more efficient we have the ingredients for a successful entrance into A3 and profitable service. It is not that the customer is expect- — the table stakes on portfolio; competitive to advantaged ed to pay less for service. cost per page; high hardware margins and supporting service teams; vertical integration for the right cost structure; OT: Despite the size and success of the compa- the focused go-to-market strategy that enables dealer sucnies otherwise, historically neither HP nor Sam- cess; and the technology differentiators to make HP dealers sung has ever achieved any notable success when stand out in the value they offer their customers. establishing an independent office technology dealer channel in the imaging industry. In light of OT: Will the new products be sold solely unthe announcement that the acquisition “positions der the HP name or will there be private-label HP to disrupt and reinvent the $55-billion copier relationships? industry,” in what ways does HP leadership see Maruggi: Our primary way for bringing product to marthis acquisition as a true “game changer,” which ket is using our own HP brand and dealers. But we are not had previously appeared elusive to the company new to using dealerships with other companies to sell prodin this space, e.g., the Mopier? uct in selected markets. Samsung is a great example, as we Maruggi: Our A3 business strategy really started with ad- have had an OEM relationship with Samsung in South Korea dressing the table stakes. In the past, we have not addressed since 2003. They are selling a portion of our inkjet portfolio 22 | w w w. o f f ic et ec hno lo g ym a g.c om | Oc t ob e r 2 0 1 6

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have in place a commercial agreement in South Korea under their own brand. The intention to acquire with Samsung that will allow us to bring We also have an OEM relationship with these products to market as soon as they LG in South Korea. Samsung is unrelated are ready. I cannot comment yet on whether to the ability to bring These products are being developed these A3 products will be made availthese new A3 products as we speak; they’re in the final stages able to other vendors via private label, to market ... These of development and qualification now. because, to be very frank, it is part of products are being Shipments are expected to begin in the what we are still developing. We are spring of 2017 for both the PageWide and thinking through the best way for HP developed as we speak ... LaserJet A3 devices. to reach customers in every country. If After the acquisition, there will be othneeded, and if it is a good fit with the other vendor, we will explore private-label or partnership er things that will happen, but they are definitely not related to the availability of the HP A3 product in the marketplace. opportunities to grow our color imaging market share. In terms of the MSRPs, if you look at the products speed OT: HP has announced that its new A3 portfolio segment by speed segment, we are expecting to price the will include 16 new LaserJet and PageWide MFPs. HP LaserJet machines in the range of where our competiWhat can you share about the release dates and tors are positioning similar products; PageWide devices will have a color cost-per-page advantage over competitors. n MSRPs for these products? Brent Hoskins, executive director of the Business Technology Maruggi: There is a very important clarification I would Association, is editor of Office Technology magazine. like to make. The intention to acquire Samsung is unrelated PCIAUG.ProAdF.pdf 1 7/27/16 11:09 AM to market. We He can be reached at brent@bta.org or (816) 303-4040. to the ability to bring these new A3 products

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CPP Alternatives Consider seat- or device-based billing by: West McDonald, Print Audit

t BTA’s Capture the Magic event in Las Vegas, Nevada, this year, I had the opportunity to speak on seat-based billing (SBB) for managed print. The session was quite popular and I received a lot of inquiries after the event to go into more detail on how the model works. A couple of dealers shared with me that they have started to offer SBB to their customers with great results. As I am a big proponent of SBB, that was welcome news indeed. SBB is not for everyone. After the Capture the Magic event, a couple of dealers reached out to me and asked me why SBB and not device-based billing (DBB) instead. Although most dealers agree that a cost-per-page (CPP) alternative is imminent, the billing model of the future that will win the day is still up for debate. Before we discuss either model further, you need to ask yourself one extremely important question: Are page volumes per user going to go up or down in the next five to 10 years? If you look at reports from the likes of InfoTrends and the Photizo Group, both show annual declines per user to varying degrees. Those are the facts. The company I work for, Print Audit, is betting those facts are correct and has decided to do its part to make sure it is ready for the billing model of the future. Declining volumes per user in a CPP model mean less revenue per account. That reality is simply not good. Combine this with tighter margins due to increased MPS competition and you have a recipe for a very hard road ahead. If you believe that print volumes per user are in decline, there are two options in front of you: (1) Gain more net-new customers. You can either take existing CPP business from competitors or get some customers that have yet to enjoy the benefits of MPS; (2) Diversify and gain more customer wallet share. Your dealership can invest in new offerings to gain more revenue per customer. If you are inclined to look at option two, then you could be a candidate for SBB or DBB. But which one should you pursue? Let’s look at a couple of simple definitions of both options to get you started: SBB for managed print is a flat fee per user, per month, for

all office print and copy needs. SBB typically includes all of the consumables, parts and service as is traditional in current CPP models. DBB for managed print is a flat fee per device, per month, for all office print and copy needs. DBB typically includes all of the consumables, parts and service as is traditional in current CPP models. I know — it is almost like I said the same thing twice, only replacing “per user” with “per device.” Good catch. On the surface, both models seem to be quite similar: n Fixed, budgetable billing: SBB and DBB both offer customers the ability to know exactly what they are going to pay every month for their office copy and print. n All-inclusive: SBB and DBB usually include toner, parts and service. This is no different than traditional CPP pricing. This is where the similarities end. DBB has limited “layering” opportunities. Most of us have come to understand that pages per user are on the decline and that some kind of diversification options are necessary if we are to continue to grow our businesses. For those who do not believe this, I am sure there are some

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other great articles in this publication routing and scanning, as well as a host In a typical scenario, to busy yourselves with. of more diversified managed IT offerings For those who have continued on like desktop and server support. you could reduce with this article, first of all, what is this SBB aligns customer and dealer customer spend by “layering” thing? By layering, I mean needs. One of the great benefits of SBB 20 percent while taking the same master contract and is that you can decrease customer spend improving overall adding additional services via addenwhile increasing total account profitaccount profitability dums. So, the contract may start at $25 ability. In other words, the customer per user (or device) per month, and each saves money and you make more money. by 6 percent or more. quarter I may add things to the contact How does it work? Once you are that generate more revenue and help charging a flat monthly fee for printing, the customer in new ways. So, for an extra $3 per user per there is a lot of motivation to decrease costs. By exploring month I may add a content management option. how much color is being printed in email and web print — SBB allows for diversification beyond managed print. as well as exploring where waste printing is happening — What can I layer more on to: a device or a person? Clearly, and then putting software tools in place to reduce those it is a person. A person in an office uses printers and copier/ things, you can reduce overall print spend by 30 percent MFPs, but also desktop computers, mobile devices, servers, or more. Of course, you get to keep some of these savings telephony and a host of other productivity tools entirely un- because, without you, there would be no savings at all. In related to the printed page. a typical scenario, you could reduce customer spend by 20 If you are looking to broaden your company’s portfolio percent while improving overall account profitability by 6 with options beyond print and copy, SBB is a much better fit. percent or more. For a more thorough understanding of the When I search dealership websites, I see that many have al- math, you can contact Print Audit or another member of the ready added managed IT services to their service portfolios SBB Executive Council for access to a calculator designed to (to what degree of success is an entirely different article). work out SBB pricing. You are likely billing for managed IT via SBB. Why not unify SBB and DBB for MPS are new models and, as such, both your billing options and make it easier for the customer to come with risks. If you do not get your pricing right, you say “yes”? could lose money. No one likes losing money. So, either inSBB is a much better fit for unified billing. Let’s take a vest in the time to learn how to do it correctly or go with a moment and explore the idea of unified billing in a little wholesale SBB option offered by some distributors. more detail. Put simply, unified billing is a billing methodIn conclusion, I think both models have merit, but it reology that allows you to bill in the same way for disparate ally depends on how you intend to grow your business in services. Could you do this in a DBB model? Let’s look at an the next five to 10 years. Are you going to buckle down, disexample and you tell me: tractions be darned, and be the best office copy and print You: “We will manage your print for only $140 per printer provider, bar none? Then DBB might work just fine. Are you per month. We’ll add managed IT and telephony for an ad- more inclined to diversify beyond the printed page, become ditional $350 per printer per month.” more of a managed services company and grab a larger Customer: “Does the printer come with a telephone hand- share of your customers’ wallets? Then you likely should be set and cloud storage?” thinking about SBB. Of course, there is a third option: tidy Ahem. up the books and sell, sell, sell. n Now let’s look at the same example using SBB: West McDonald is the vice president of business You: “We will manage your print for only $14 per user per development for Print Audit and owner of FocusMPS. month. We’ll add managed IT and telephony for an addiHe was named one of The Week in Imaging’s tional $35 per user per month.” “Top 40 Most Influential People in the Imaging Industry” Customer: “Great. Can you also look at my document and for 2013 and was listed as an ENX Magazine Difference content management and add that to the proposal?” Maker in 2015. McDonald has a passion People have a much more diverse set of needs to be adfor near-future diversification options dressed than a printer, so if I were a betting man, I would say to help everyone make a lot more money. that decision makers would be more inclined to think about He can be reached at how they can better service their people than their printers. wmcdonald@printaudit.com. A person could need additional workflow solutions related to Visit www.printaudit.com and making his (or her) job easier — like document management, www.focusmps.com. www.offi cetechnol ogymag.com | Oc tob e r 2016 | 25

McDonald Oct 16.indd 2

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BTA HIGHLIGHTS BTAâ&#x20AC;&#x2C6;would like to welcome the following new members to the association:

Dealer Members Capitol Document Solutions, Rockville, MD ClearView Business Solutions, Tampa, FL Triangle Business Systems, Raleigh, NC Service Associate Members GSG Financial, New York City, New York Learning Outsource Group, Ormond Beach, FL For full contact information of these new members, visit www.bta.org.

Upcoming Workshop: Nov. 14, 2016 Nashville, Tennessee Successful BTA dealers use their service departments to maintain profit margins as new equipment sales margins decline. FIX teaches attendees how to compute the cost of the service labor hour (service burden rate) and improve their overall service department profitability. Instructor Ronelle Ingram will cover first-call completion and proven management and customer service programs to improve morale within a service department. Those struggling with MPS and IT issues can learn new management skills to help transition their staffs to the realities of solutions-based servicing. BTA members can use their $150 or $250 educational discount promo code received with their memberships toward the tuition fee. Visit www.bta.org/FIX for more information. For information on BTA member benefits, visit www.bta.org/MemberBenefits.

For the benefit of its dealer members, each month BTA features two of its Vendor or Service Associate members in this space. With a diverse knowledge of the cloud communications industry, BTA Vendor Associate member Coredial understands its past, present and is poised for its future. Coredial offers a complete solution for selling, delivering, managing and invoicing for privatelabel cloud communications services through its SwitchConnex SaaS platform. SwitchConnex enables channel partners to build profitable, recurring revenue streams into their bottom lines with feature-rich offerings such as private-label hosted PBX and VoIP, SIP trunking, unified communications, API integration and more. www.coredial.com BTA Service Associate member Collabtic Fieldpulse LLC is the developer of Collabtic, a mobile collaboration platform designed for field service technicians and support staff to accelerate the speed of service by enabling faster technician communication and building context-sensitive FIX cases. Collabtic also matches field service issues to technicians with the necessary experience and certifications, enabling an efficient response process. Collabtic supports peer-to-peer collaboration by enabling technicians to follow each other and get notified when someone needs help. www.collabtic.co A full list of BTA Vendor and Service Associate members can be found online at www.bta.org.

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Highlights Oct 16.indd 1

9/30/16 4:07 PM

COURTS & CAPITOLS

Dealer Beware Do not bury your head in the sand & ignore change by: Robert C. Goldberg, general counsel for the Business Technology Association

just returned from the BTA East-hosted Grand Slam event in Boston, Massachusetts. As always, I had the opportunity to share thoughts and ideas, and see the latest offerings from exhibitors. BTA’s events are the best investment of time I make each year. Nearly every presenter at the Grand Slam event mentioned the recent purchase of Samsung’s printer business by HP Inc. With a staggering price of $1.05 billion, one must question if this was a sound investment on HP’s part. More importantly, one has to question what effect this purchase will have on the marketplace. There is no question that page counts are declining and A4 units are taking market share from A3 placements. There is no question that Samsung has had years of difficulty gaining market share in and working with the BTA Channel. There is no question that HP has failed in at least three attempts with products such as the Mopier and an atypical distribution model. With all these negatives, why should dealers be concerned? HP has made this bold move and promises to “disrupt and reinvent the $55-billion copier industry.” HP states: “Copiers are outdated, complicated machines with dozens of replaceable parts requiring inefficient service and maintenance agreements.” HP intends to disrupt the market with superior technology requiring fewer parts and a lower cost of service. Marketing efforts will certainly focus on customer frustration with service issues, as well as the necessity and cost of service and support. Whether or not HP will be successful with its products and approach will only be known in the future. What is clear now is the company’s intention to disrupt the industry. If the attack is on “inefficient service and maintenance agreements,” dealers must be prepared to respond. Service and maintenance are huge contributors to the bottom line and any disruption of these “sacred cows” is sure to impact dealers. “Market disruption” is the new buzz phrase for phenomena like Uber, Airbnb and Amazon. Dealers cannot ignore this potential shift in the marketplace. One can embrace HP and deliver a lower cost of service for A3 copier/MFPs that perform as reliably as printers. HP is saying that its units will have as few as seven replaceable parts. End users will be promised better efficiency, security and economics, which are priorities for every business.

Thinking like a traditional dealer may no longer move your business forward. Recently, dealers have considered many adjacent opportunities in which to expand their businesses and increase end-user penetration. The break/fix model has grown into myriad managed services. It is essential that dealers continue to strive to become trusted advisors to their customers. If HP is truly able to lower maintenance cost per page, competitors will likewise have to lower their charges to compete. If your products are not as reliable and efficient, lower costs could result in lower (or a lack of) profits. A trusted advisor for an end-user’s business environment will be able to package equipment and services to better compete. New profit opportunities must be created to ensure growth and success. Sitting back and waiting or burying your head in the sand and ignoring change is sure to result in failure. Prepare a plan for the next 12 to 18 months. Set a limited number of goals and aim to achieve them. Ask your current vendors how they plan to compete with HP. Meet with HP and see if its solutions are right for your business. BTA will continue to monitor industry change and help its members adjust with the latest information, education and trends. n Robert C. Goldberg is general counsel for the Business Technology Association. He can be reached at robert.goldberg@sfnr.com. www.offi cetechnol ogymag.c om | Oc tob e r 2016 | 27

Goldberg Oct 16.indd 1

9/30/16 11:47 AM

PRINCIPAL ISSUES

Inspiration to Innovation Konica Minolta hosts 2016 Dealer Conference by: Brent Hoskins, Office Technology Magazine

ocused, in part, on its success in elevating the company’s stature, the changing nature of the office technology industry, and the need for dealers to diversify their product and services portfolios, Konica Minolta Business Solutions U.S.A. Inc. (Konica Minolta), hosted its 2016 Dealer Conference Aug. 28-30. The meeting was held at the Rick Taylor Aspen Institute in Aspen, Colorado. Rick Taylor, president and CEO of Konica Minolta, welcomed attendees as the meeting got underway. “The mission of the Aspen Institute is pretty interesting,” he said. “It’s a nonprofit forum for values-based leadership and the exchange of ideas. I can’t think of a better description of what our purpose is about this week than that theme. And our theme, ‘Inspiration, Ideation, Innovation,’ fits perfectly with inspired leaders of high character getting together to discuss ideas and create innovation; there couldn’t be a better place, a better theme or better people.” Emphasizing that a key goal at Konica Minolta is to inspire customer passion, Taylor reminded dealers of the keynote speaker at the national dealer meeting four years ago, Zappos CEO Tony Hsieh. “He talked about happy employees creating happy customers,” he said. “We challenged ourselves that day to compare ourselves to the best brands in the world, not just our competitors in the MFP space.” Taylor said he “is really proud to say” that the Forbes magazine 2016 list of the 500 best large employers in the United States ranked Konica Minolta at 132. “That’s pretty cool,” he said. “Now little old Google is still number two and Apple is 37, but Nike is number 160, behind us. No direct competitors of ours made the list at all. This accomplishment can clearly help us recruit the best and brightest people to join our company and support your growth.” Engaged employees translate into customers who are “enthusiastically evangelistic,” Taylor said. “And to show that is the case, I’m really proud to say that for the ninth straight year, Brand Keys has placed us number one in their index for customer loyalty for the MFP category.” Brand Keys conducts end-user surveys in a variety of categories, Taylor said, noting that category winners include such companies as Amazon, Apple and AT&T. “Those are premium brands that command premium prices,” he said. “You’re a huge part of the success we have achieved in customer sat-

isfaction, because you provide industry-leading service for industry-leading products, which, of course, I think, leads to industry-leading results.” A part of those “industry-leading results” is reflected in the efforts of Konica Minolta and its dealers to embrace an alternative go-to-market strategy, Taylor said, citing statistics comparing growth in the past year. “Sales of a combination of a couple of products — an MFP and IT services — grew 153 percent,” he said. “So, the concept of selling more than just a box is really resonating with our customers. Interestingly, in our direct operations, when we sold IT services and an MFP, solutions MFP or ECM MFP, the MFP margin was 9 percent higher than if we sold the product by itself.” Taylor challenged more dealers to embrace combining MFPs with IT services. “Let’s do more of that,” he said, referencing capabilities available to dealers through All Covered, Konica Minolta’s managed IT services division. “We call that ‘total value selling’ in our world. Total value selling to our customers, I believe, will create reoccurring revenue that is the key to our future.” Although competitors “still think that we’re in a transactional or box-selling world,” Taylor emphasized that Konica Minolta is committed to embracing new revenue opportunities, including IT services. “While our competitors have been building boxes, we’ve been building bridges to the future; that has really benefited this group and our company as a whole,” he said, while also assuring dealers that Konica Minolta remains committed to its core imaging products. “Please don’t get me wrong, we’re not going to quit making unbelievable, tremendous, world-class hardware.” A part of its emphasis on hardware at the meeting focused on Konica Minolta’s new Accurio line of industrial imaging products, which debuted earlier this year. In addition, the company showcased products from MGI Digital Technology, manufacturers of industrial label and package printers; Konica Minolta is now 41-percent owner of the company. “You can grow a business equal to your business size by attacking this market,” Taylor said. “Industrial print is not centered in New York City or Los Angeles, it’s everywhere. It’s in secondary and tertiary markets where you, as a medium-size or smaller dealer, can make a huge impact.” n Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine. He can be reached at brent@bta.org or (816) 303-4040.

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Konica Minolta Oct 16.indd 1

9/30/16 11:48 AM

SELLING SOLUTIONS

Don’t Build a Wall It will become an obstacle to sales success by: Troy Harrison, Troy Harrison & Associates

hese days, it seems that the “wall” is all the rage in the news. Where will it be built? Who will build it? And, of course, who is going to pay for it? This got me thinking about the most common “wall” we all deal with in our sales lives. But before we discuss it, let’s answer those three questions for your “wall”: (1) Where will it be built? Between you and your customer. (2) Who will build it? You and your customer. (3) Who is going to pay for it? You, in terms of lost sales and relationships. Of course, the wall I am talking about is the imaginary wall between you and your customer; the one that prevents you from getting a sale. This wall can be the biggest, most impenetrable and toughest wall you will ever face — and you probably have had a hand in building it. What I want to do in this article is help you recognize some of the ways and times a salesperson either builds a wall — or causes a customer to build a wall — so that you can avoid doing these things. We should also recognize that wall building is the common and normal reaction to dealing with a salesperson. People (your customers) have been conditioned to think of salespeople as their adversaries (probably by the salespeople who came before you). So, the natural state of the customer when dealing with a salesperson is to start with a little bit of a wall already built. Think of a cinder block wall, with each block about a foot high. Most customers are going to begin their interaction with you with about one or two rows of cinder blocks in their walls. That is not bad. It is easy to reach across, step over or even dismantle a short wall if your customer decides to. The question is: When we talk to our customers, are we adding or removing blocks? Once a wall is built, there are not many ways to get to the other side. You can try to go over (difficult), tunnel under (more difficult) or blast through (unfortunately, this is the technique too many salespeople use). None are effective in sales. So let’s take it from the top: Where are walls built? n On the prospecting call: A wall can be built more quickly during the prospecting call than at any other time. When you make a prospecting call, your objective is to quickly grab the customer’s interest without adding blocks to the wall. However, here is what most salespeople do: “Hi, Mr. Customer. How are you today?” Good grief. There is no bigger call-killer than asking someone you do not know “How are you today?” Normally, you hear a pause followed by a hesitant, “Uh, fine. How can I help you?” or something of that nature. Meanwhile,

the customer is slapping blocks on top of his (or her) wall as fast as he can to defend himself from you. A better approach is to quickly engage the customer with a value statement about how you can help, ask a question and get a sales call moving before the prospect can build a wall. n Opening the first meeting: One of the most offensive and quickest wall-building techniques is called the “up-front contract.” It is designed as a way to qualify prospects for seriousness and it works something like this: “If you like what I show you today, we can go forward with a purchase, correct?” That is a very simplified way of putting it, but the idea is to introduce yourself to your brand-new customer and then ask if he is serious about having you there. This, it is said, gives you control over the process. If you have read my work in the past, you know that control is an illusion at best. What this technique really does is have the customer putting up blocks and mortaring them in place as quickly as possible. Worse, you are handing the customer the blocks. n Through leading questions: Leading questions are the salesperson’s stock in trade — or they were in the 1960s. One of the classics is the old “If I could, would you?” question, which is designed to get the customer to commit to what is (usually) an unrealistic scenario and then “negotiate” from there. An example was when I was recently shopping for a new motorcycle and the sales manager (who fancied himself quite the closer) said, “If I could give you double book value www.offi cetechnol ogymag.c om | Oc tob e r 2016 | 29

Harrison Oct 16.indd 1

9/30/16 12:25 PM

In today’s internet-driven world of on your trade-in, you would be interestselling, straightforward communication ed in that, right?” I walked. I do not have In today’s internetis your friend. Customers nowadays are time for nonsense and, these days, neither driven world of selling, much more streetwise than in the past. do your customers. Once upon a time, this straightforward They understand doublespeak, sales words was an effective technique, but generations communication is your and other techniques designed to put them of salespeople have trained their customfriend. Customers ... on the defensive. Once upon a time, they ers to spot it. Now? It is a signal to build the had to put up with it. Now, they can simwall. Depending on the question and timare much more streetwise ply get what they need through the intering, this will add anywhere from one to five than in the past. net if salespeople are inconvenient. Avoid rows of blocks. wall-building techniques and you will not n By answering a question with a question: If there is anything that drives a customer crazy, it be one of those salespeople who is cut out of the process. n Troy Harrison is the author of “Sell Like You Mean It!” is a person who will not give a straight answer to a question. and“The Pocket Sales Manager.” He is a speaker, For instance, a politician might ask a salesperson, “Does this consultant and sales navigator who helps companies paper shredder have a subpoena speed setting?” And the eager build more profitable and productive sales forces salesperson might respond with, “Is subpoena speed important with his cutting-edge sales training and to you?” or “Why do you want subpoena speed?” A few repetimethodologies. For information on booking tions of this during a sales call, and not only is the customer’s speaking/training engagements, consulting or wall fully built, but you have been asked to leave. I do underto sign up for Harrison’s weekly e-zine, stand the need to clarify questions, but a better technique is call (913) 645-3603 or to answer the question. “Yes, this model does have subpoena speed, but the model below doesn’t. Will that be a big factor in email troy@troyharrison.com. Visit www.troyharrison.com. the purchase?”

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30 | w w w. o f f ic et ec hno lo g y m a g.c om | Oc t ob e r 2 0 1 6

Harrison Oct 16.indd 2

9/30/16 4:07 PM



  webinar will learn: Whichsegments segments Which are are segments segments hot hot are are hot hot Which   Which Attendees participating in this is which gaining and who isare losing  Who and and whichare are and and not? not? which whichwill are not? not?share? webinar learn: Which segments are hot  Howisisthe the global global How How is third-party isthird-party the the global globalsupplies third-party supplies third-party supplies supplies How    Who is gaining and who is losing share? and which aremarket? not? industry industryimpacting impacting industry industry the the impacting impacting U.S. U.S. market? the the U.S. U.S. market? market?  Which segments are hot

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