ENX MAGAZINE MARCH 2020 ISSUE

MARCH 2020

VOLUME 27 NO. 3

Connecting People, Ideas and Products in the Document Technology Industry since 1994

Mary Ann Bednar, president, Meritech

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FAMILY VALUES MEET FORWARDTHINKING SALES AND MARKETING: MERITECH EVOLVES TO FURTHER GREATNESS

HELPING DEALERS TO WIN NOW While Preparing for the Future Essential to Konica Minolta’s Game Plan EXPANDED EDUCATIONAL OPPORTUNITIES, Aggressive Marketing Lead to Impressive Growth for Impact Optimize

Be My Guest: Beyond Lead

Generation, Dealer-Hosted Events Solidify Relationships with Business Community

FROM HOSTED EVENTS TO LEAD GENERATION TOOLS, Manufacturers Seek to Play Role in Dealer Success

HELP US CONSERVE NATURAL RESOURCES

ENX Magazine

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PRSRT STD U.S. Postage PAID Harisburg, PA Permit 94

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Epson disclaims any and all rights to these marks. Copyright 2019 Epson America, Inc.

CALL TO DISCUSS THE FUTURE LEVERAGE VISUAL EDGE IT TO ENSURE FUTURE SUCCESS Make the Call to Learn How Your Dealership Can Build a Growth Foundation for Tomorrow Michael Brigner Senior Vice President mbrigner@visualedge.com

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VOLUME 27 NO. 3

Connecting People, Ideas and Products in the Document Technology Industry since 1994

engage ‘n exchange

MARCH 2020

FAMILY VALUES MEET FORWARDTHINKING SALES AND MARKETING: MERITECH EVOLVES TO FURTHER GREATNESS

Mary Ann Bednar, president, Meritech

HELPING DEALERS TO WIN NOW While Preparing for the Future Essential to Konica Minolta’s Game Plan

Be My Guest: Beyond Lead

Generation, Dealer-Hosted Events Solidify Relationships with Business Community

EXPANDED EDUCATIONAL OPPORTUNITIES, Aggressive Marketing Lead to Impressive Growth for Impact Optimize FROM HOSTED EVENTS TO LEAD GENERATION TOOLS, Manufacturers Seek to Play Role in Dealer Success

In This Issue

24

DEALER SPOTLIGHT

Family Values Meet Forward-Thinking Sales and Marketing: Meritech Evolves to Further Greatness

By Erik Cagle

OF THE INDUSTRY 16 BeSTATE My Guest: Beyond Lead Generation,

Dealer-Hosted Events Solidify Relationships with Business Community

By Erik Cagle

CHANNEL INSIGHT 32 Helping Dealers to Win Now While

Preparing for the Future Essential to Konica Minolta’s Game Plan

32

By Erik Cagle

CASE STUDY: IMPACT OPTIMIZE 36 Expanded Educational Opportunities,

Aggressive Marketing Lead to Impressive Growth for Impact Optimize

By Karlee Ricks

OEM PERSPECTIVE 40 From Hosted Events to Lead Generation

Tools, Manufacturers Seek to Play Role in Dealer Success

By Erik Cagle

36

SALES INSIGHT 44 Genuine Sales Professionals Forge Their Own Sales Path

By Larry Levine

46 DISPLAY ADVERTISERS INDEX TECHNICAL TIPS 50 An Anatomy Lesson: Xerox WorkCentre 5945/5955 and AltaLink B8090 Families Repair Procedures, Part 1

50 6

By Britt Horvat •

www.enxmag.com | March 2020

We Saw It In ENX Magazine

Maintain Your Legacy Flex Technology Group is on a mission to build a legendary national technology and office solutions organization by acquiring successful entrepreneurial dealerships. If you’re a dealer with proven leaders, a solid marketplace reputation, strong financial performance, and the ability to provide superior employee and customer experiences — we want to talk to you.

FTG Provides Options and Flexibility • Achieve liquidity today • Retain business name and go-to-market strategy • Continue building your business while achieving additional liquidity • Reinvest in Flex Technology Group and their platform • Flexibility to have multiple partners with different exit options

Contributors

Staff

KARLEE RICKS is the Chief Marketing Officer of Impact Networking, LLC. She leads the planning, development and implementation of Impact’s marketing efforts including advertising, communications, creative, events, and strategic partnerships. A graduate of San Diego State University, Ricks previously served as the marketing manager at Impact, as well as an account executive for Hawkins International Public Relations, a digital media firm in New York.

Susan Neimes Publisher & Managing Editor

LARRY LEVINE is the best-selling author of Selling from the Heart and the co-host of the Selling from the Heart Podcast.

With 30 years of in-the-field sales experience within the B2B technology space, he knows what it takes to be a successful sales professional. He has successfully sold to customers ranging from up-and-down the street accounts to Fortune 500 companies. In the fall of 2013, Larry became a corporate major account rep for a Japanese OEM in downtown Los Angeles, California, one of the most competitive markets in the United States. Since 2016, Larry has coached sales professionals across the world, from tenured reps to new millennials entering the salesforce.

Erik Cagle Editorial Director

TECHNICAL ARTICLE CONTRIBUTOR

BRITT HORVAT works for The Parts Drop, a company whose primary business is providing parts, supplies and information for Xerox brand copiers, printers and fax machines. You can find more information, including many of Britt’s past ENX articles on their website www.partsdrop.com.

Ronelle Ingram Contributing Editor

NOMINATE YOUR CANDIDATE FOR DOCUMENT TECHNOLOGY INDUSTRY DIFFERENCE MAKERS 2020

Christina Kim

We’re seeking tales of the movers and shakers who have left an indelible mark on their companies and the industry at large.

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n exchange

Share with us the whys and hows behind their success.

Editor

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magazine

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NOMINATION DEADLINE: MARCH 13, 2020

Corporate Office

Submit your nomination at www.enxmag.com or email to: susan@enxmag.com engage ‘n exchange

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•

www.enxmag.com | March 2020

La Revista del Distribuidor Dealer Source

Susan Neimes - susan@enxmag.com Erik Cagle - erik@enxmag.com 10153 1/2 Riverside Drive, Suite 729 Toluca Lake, CA 91602 tel. 818-505-0022 • fax. 818-505-9972

BRIEF PROFILES OF THOSE SELECTED WILL BE FEATURED IN THE MAY ISSUE OF ENX MAGAZINE. Note: Anyone featured as a 2019 Difference Maker is not eligible for inclusion this year.

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México & Latin America

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ENX Magazine is published monthly by Affinity Business Communications, Inc. Any inquiries should be sent to: enx@pacbell.net or mailed to the corporate office.

Copyright ©2020 by ENX Magazine printed in the U.S.A. All reproduction in whole or part is prohibited without written permission. Cover photo from depositphotos.com

We Saw It In ENX Magazine

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NBS / ENX | March 2020

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Erik Cagle

State of the Industry

Be My Guest: Beyond Lead Generation, Dealer-Hosted Events Solidify Relationships with Business Community

I

t all begins with a simple idea. Let’s have a few customers come to our headquarters one Friday for a lunch-and-learn on a topic of common interest. We’ll feed them, do a 45-minute presentation on managed services, pull one of their business cards from a fishbowl and present a $100 Best Buy gift card to the winner. Then our sales reps will circle back with them the following week.

Office technology dealers have dined with clients and prospects for as long as resellers have courted businesses with all manners of equipment and technology that make their work day easier and more efficient. In recent years, however, the idea of a hosted event has taken on new meaning. And what used to take a few hours of planning has escalated into a full-blown, sometimes even branded, event of Herculean proportions.

Everything is bigger: the invite list, the venue, the educational program, guest speakers, catering, prizes and contests—not to mention the budget and the time invested in bringing hundreds of guests to a third-party venue for an afternoon of education, fun and networking. It’s all designed to ultimately solidify relations with clients and prospects while generating business.

In the end, the point of a hosted event is to portray the dealer as a thought leader and instill confidence in attendees. The hope is that attendees will trust their dealer partners to provide guidance regarding the tools and technology that enable them to achieve more with less.

We’ve assembled a selection of dealers to share their experiences taking hosted events to the next level, so you can find an idea or three to take away from their efforts and implement into your own marketing endeavors.

Bob Maxwell, KOMAX Business Systems

As is the case with several dealers, the idea of KOMAX Business Systems doing a hosted event evolved from its advertising agreement with a local sports team—in this case, the West Virginia Power minor league baseball team in Charleston, West Virginia (an affiliate of the Seattle Mariners). As part of the deal, KOMAX is allotted space in one of the facility’s luxury boxes, where the dealer can host employees or clients for a night at Appalachian Power Park.

During the first year of the dealer’s agreement with the Power, KOMAX President/Owner Bob Maxwell decided to host a night at the park, which attracted nearly 100 customers and prospects.

There were several copier models on display, but many attendees viewed the opportunity as a free night out to have some food and drink while taking in a game.

“We didn’t realize a lot of new selling opportunities from it,” Maxwell noted.

After that experience, Maxwell decided to take a different approach. Instead of inviting a broad array of clients and prospects, he decided to position the show from a vertical perspective. Subsequent years have centered on the educational space, the legal market, finance, and architects/engineers. Presentations

WE’RE TAKING ON MORE OF THE CONSULTANT’S ROLE, MAKING THEM AWARE OF THE LATEST TRENDS IN OUR MARKETPLACE AND THE GIVEN TECHNOLOGIES WE’RE TALKING ABOUT. THAT’S PROVEN TO BE QUITE SUCCESSFUL FOR US. – Bob Maxwell, KOMAX Business Systems Attendees enjoy a night at Appalachian Power Park, courtesy of KOMAX 16

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www.enxmag.com | March 2020

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Be My Guest: Beyond Lead Generation, Dealer-Hosted Events Solidify Relationships with Business Community

Success for KOMAX’s hosted events hinges on balancing a blend of technology information with an evening of relaxation and entertainment

have focused on products and software specific to those sectors, with manufacturers and software companies providing demonstrations.

While the presentations have been more focused, Maxwell took precautions not to trample over the social aspect of the evening. He schedules the seminars for 5 p.m., roughly two hours before the first pitch of the game, so that attendees can become educated on the products and services that are specific to their fields without missing out on the good time.

“They don’t feel pressured that we’re trying to sell them something,” he said. “We’re taking on more of the consultant’s role, making them aware of the latest trends in our marketplace and the given technologies we’re talking about. That’s proven to be quite successful for us.”

In 2019, KOMAX enjoyed a successful event catered toward education, with principals, teachers and school boards representing roughly 35 district organizations, both public and private.

Konica Minolta’s All Covered touted the virtues of the School Gate Guardian security and management system, and Promethean representatives talked about the line of interactive display panels offered through KOMAX. Within three months of the July event, the dealer had taken 10 orders for 60 panels, and is in talks to complete an even-more-lucrative deal.

“We hadn’t been promoting (the panels) like we should have, but the event opened our eyes to the possibilities offered by products such as these Haley Grigsby, Fisher’s Technology 18

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www.enxmag.com | March 2020

panels,” Maxwell added. “Like all dealers, we’re looking for other streams of revenue, and we’re putting more focus on these panels now.”

The year 2019 marked the eighth annual Boise Technology Show for Boise, Idaho-based Fisher’s Technology. The oneday technology trade show, held at the Boise Centre East, casts a wide net, providing valuable content for attendees of all professional persuasion, from CEOs and CFOs to IT engineers, marketing managers, administrators and HR personnel.

According to Marketing Director Haley Grigsby, the show offers a diverse range of topics and presentations given by noted regional technology heavyweights, covering IT security, cloud transformation, multi-generational workforces, women-led business startups, building digital brands, artificial intelligence, managing health care information and a host of other relevant topics. Some seminars draw as many as 100-200 attendees.

The Boise Technology Show, hosted by Fisher’s Technology, has experienced significant growth during its eight-year run

In addition to the seminars, lunch is provided, along with keynote speeches, a technology trade show and networking reception. Cool technology gadgets are also raffled off.

Konica Minolta and Canon were among the participants/ booth holders, along with Microsoft, Laserfiche, TIAA Bank, PaperCut, Kofax and dozens of other regional and national manufacturers, software providers and other technology-based firms.

“It’s one thing to go online and look up information, but our trade show offers attendees the opportunity to interact with different vendors and demo equipment, from copiers to software,” she said. “It’s a fantastic opportunity for businesses in this community to be able to attend one event where they can make all of their business technology decisions.

THE BIG THING ABOUT THIS EVENT THAT SETS IT APART FROM OTHERS IS THE LEADERSHIP COMPONENT

– Haley Grigsby, Fisher’s Technology continued on page 20 We Saw It In ENX Magazine

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Be My Guest: Beyond Lead Generation, Dealer-Hosted Events Solidify Relationships with Business Community on a technology showcase at FirstEnergy Stadium, home to the Cleveland Browns. In past years, OBM used its advertising relationships with the Browns—which included use of facility— for internal events, according to Janae Spagnola-Lyons, company vice president. So OBM decided to host an event for clients at the stadium in August, making it part customer appreciation, part technology showcase.

“There was a lot of hype surrounding the Browns in the preseason, so we wanted to piggyback off of all the excitement,” Spagnola-Lyons said. “We had a large space to fill, and I wanted to make sure we invited all of our partners. So we wanted to ensure we’d have something for everyone.”

Fisher’s Technology uses a robust seminar agenda and technology expo to cast a wide net for attendees

“Early on, we were bringing in 50-100 attendees, but now we have 400-plus. That’s quite large for the Boise market.”

The event costs approximately $50 to attend, but the business community in Boise clearly recognizes the value. Grigsby notes it takes a team effort to pull off such a large-scale event; beyond the sales and marketing teams at Fisher’s, the company taps into local colleges and universities (including Boise State), chambers of commerce, technical councils and various other organizations to pull together its educational agenda.

“The big thing about this event that sets it apart from others is the leadership component,” she said. “We’re not pigeon-holed on seminars and keynotes that focus just on technology. The tech component is important, but the human aspect of managing and leading people is critical to the success of organizations.”

Fisher’s Technology is moving the event to every other year in Boise, as the show takes considerable resources to stage, according to Grigsby. Its branch in Spokane, Washington, will host the event in 2020 before returning to the Boise Centre East in 2021. That will help to keep the content fresh and expose another market to a major show.

Cleveland-based Ohio Business Machines (OBM) dipped its toes into the hosted event circuit in a major way in 2019, putting

Ohio Business Machines offered attendees many opportunities to win prizes, including this fish bowl drawing for Cleveland Browns tickets

On the technology side, Canon, Sharp, FP Mailing, Sophos and Synology were among the OBM partners that set up booths at the showcase, along with PaperCut and Star2Star. The idea was to have at least one partner from each category bucket that OBM offers to its clients. And Canon showcased its wide-format printing gear, producing Browns schedules and other footballrelated content, some of which was used as autograph fodder for former Cleveland stars Reggie Langhorne and Hanford Dixon to sign. One speaker gave a presentation on cybersecurity.

WE HAD A LARGE SPACE TO FILL, AND I WANTED TO MAKE SURE WE INVITED ALL OF OUR PARTNERS. SO WE WANTED TO ENSURE WE’D HAVE SOMETHING FOR EVERYONE. – Janae Spagnola-Lyons, Ohio Business Machines (OBM)

FirstEnergy Stadium in Cleveland served as the perfect venue for Ohio Business Machines’ first major hosted event, which included vendor booths manned by the dealer’s partners 20

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www.enxmag.com | March 2020

OBM really scored points with attendee retention through the help of an outside entertainment company. The third-party provider brought in large televisions and stands that were set up behind every vendor’s booth for demonstration purposes. The event was held in the Lakeshore Club, which has televisions throughout the space for viewing games, and OBM was able to show technology content on these monitors. continued on page 22

We Saw It In ENX Magazine

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Be My Guest: Beyond Lead Generation, Dealer-Hosted Events Solidify Relationships with Business Community

Ohio Business Machines included a booth for visitors to learn more about the Dark Web and other cybersecurity topics

Games and drawings also plied attendees, with a DJ providing the evening’s entertainment. OBM gave away 10 65” televisions and held a football-throwing contest in which the winner received a cruise. Games with football themes—hourly trivia questions, life-sized red cup ball tosses, cornhole—along with stadium tours, game ticket giveaways and meeting former Browns players kept the event lively and engaging for the 275 attendees.

As the event was partly geared toward customer appreciation, Spagnola-Lyons noted there was less of a push for selling beyond the vendor fair, although the event did yield some postshow sales. She is confident that OBM will make tweaks to the event moving forward that will help maximize the dealer’s ROI. Oftentimes, an event can start out with one purpose, then evolve to serve multiple functions for the dealer. Take Applied Imaging of Grand Rapids, Michigan, and its annual hosted event. Created 11 years ago as a customer appreciation “tailgate” party for 175 people (customers and prospects) in advance of the annual University of Michigan-Michigan State football game, it has grown to two locations with more than 700 attendees.

Beyond the opportunity to “talk trash” about which team will win while feasting on a variety of food and beverages, attendees can mingle with Applied Imaging’s sales and leadership teams

Employees of Applied Imaging have a little football fun while trumpeting their NCAA loyalties for the Wolverines and the Spartans 22

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www.enxmag.com | March 2020

and learn more about how the dealer’s hardware, software and service solutions can solve their business challenges.

“Our marketing team now owns the event, and its goal is to educate and drive revenue while continuing to keep the spirit of the rivalry alive with sports-inspired yard games throughout, with high-ticket prizes that our customers and prospects can win,” said John Lowery, president of Applied Imaging.

The dealer’s invitee list consists of all customers, top prospects and previous-year attendees. A local catering company provides the expansive menu of food, while a John Lowery, Applied Imaging multitude of games ranging from cornhole to football toss and water pong are offered. Attendees have an opportunity to win raffle prizes such as a 4K flat-screen TV, $500 gift cards, iPads, Yeti coolers and high-end headphones.

Applied Imaging hosts as annual tailgate party in advance of the popular University of Michigan-Michigan State college football game

In addition, a technology showcase consists of vendor partners who exhibit their software, service and hardware platforms for expansion and new opportunities. Keeping with the theme of the event, most vendors will have a game at their booths, where visitors can win prizes.

What really sells the event is the sense of community it fosters. Lowery invites former players, cheerleaders, local TV/ radio broadcasters and other notable people from both colleges

OUR MARKETING TEAM NOW OWNS THE EVENT, AND ITS GOAL IS TO EDUCATE AND DRIVE REVENUE WHILE CONTINUING TO KEEP THE SPIRIT OF THE RIVALRY ALIVE WITH SPORTS-INSPIRED YARD GAMES THROUGHOUT, WITH HIGH-TICKET PRIZES THAT OUR CUSTOMERS AND PROSPECTS CAN WIN. – John Lowery, Applied Imaging

We Saw It In ENX Magazine

Atlantic, Tomorrow’s Office has hosted technology expos for the past 20 years

to talk about their schools, teams and the storied rivalry between them.

The proverbial phrase “less is more” can find validation in the Atlantic Production & Industrial Print Expo created by Atlantic, Tomorrow’s Office. The New York City dealer began holding two expos per year in the early 2000s—one in the city, the other in Westchester, New York. That format was switched to one show for all offices and clients, held every other year. Its show in May 2015 attracted approximately 1,200 people and 650 unique companies, according to company President Larry Weiss.

The show continued to evolve. In 2017, it was geared toward C-level executives only, focusing on IT security and production print. Last year, production print was the solo subject, and 70 key decision makers from clients and prospects visited MetLife Stadium in East Rutherford, New Jersey, to learn more about the technology. Dwarfed by its 2015 counterpart, the expo nonetheless generated more than $1.5 million in business in less than six months.

“With the smaller expos, we’re able to take on current topics and relevant products for our clients in a much-more-intimate setting where we’re able to meet our ROI objectives,” Weiss observed.

While the name of the event, its frequency, the products and services, and attendee target may be constantly on the move, the objective of informing, educating and generating increased business remains static. The executive management team Weiss

assembles a team of mostly Atlantic personnel—with contributions from its OEMs (Konica Minolta, Ricoh and EFI for its most recent Production Expo last June).

When it comes to Atlantic’s larger expos, all of its partners participate—Toshiba, Kyocera, HP, EFI and PaperCut, in addition to the afore- Larry Weiss, Atlantic, Tomorrow’s Office mentioned manufacturers.

Those and other and tech partners help to whiteboard the current topics that are relevant to the products that will be on display at the expo. The team focuses on specific subject matter as it relates to the broader topic.

THESE EVENTS ARE TRULY WORTH IT, AND ALTHOUGH IT’S NOT MEASURED IN THE ROI, IN THE END ALL EMPLOYEES ARE FILLED WITH A STRONG SENSE OF ACCOMPLISHMENT.

– Larry Weiss, Atlantic, Tomorrow’s Office “Even at the Production Print Expo, although we do demonstrate most these large products, the educational piece of how they can grow their business and implement new technologies is the main focus for this segment,” Weiss added.

Now-retired New York Giants quarterback Eli Manning (flanked by Larry and Linda Weiss), is one of several sports-theme guests who have appeared at technology expos held by Atlantic, Tomorrow’s Office

Atlantic, Tomorrow’s Office calls on its vendor partners (including Ricoh) to provide support at its technology expos

The dealer’s expos have yielded some big-name guests, including NFL stars Eli Manning and Phil Simms, Yankees General Manager Brian Cashman and decorated Navy SEAL Leif Babin. High-end gifts are also doled out via hourly drawings.

Even while Atlantic, Tomorrow’s Office can find justification in the ROI each production yields, there are ancillary benefits derived. “These events are truly worth it, and although it’s not measured in the ROI, in the end all employees are filled with a strong sense of accomplishment,” Weiss said. “Morale is high and people feel so good about the company and themselves. To me, this is priceless.” ♦

We Saw It In ENX Magazine

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Erik Cagle

Dealer Spotlight

Family Values Meet Forward-Thinking Sales and Marketing: Meritech Evolves to Further Greatness

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t times, the familyowned and operated office technology dealership gets pigeon-holed.

It’s viewed as being so steeped in its traditions that it doesn’t have the wherewithal or perspective to advance as a business in an environment M&A mavens leverage to acquire them by the pound.

Leadership succession flat-spots due to a lack of interest from the offspring (or a lack thereof), and the founding father (or mother) has little choice but to cash out to a well-heeled opportunist.

However, anyone who thinks Cleveland-based Meritech subscribes to the “live by the MFP, die by the MFP” philosophy embraced by many family-run companies will quickly be disavowed. Founder and CEO Dennis Bednar may have launched the business in

1978 out of the family garage courtesy of a $500 loan from his Aunt Jean, and used his station wagon to deliver copier equipment. But aside from the familial roots, there is little that is old-fashioned about this company.

Meritech is a firm that knows how to take care of its employees, and has made culture an essential ingredient to its hiring and M&A proclivities.

The company indeed has a succession plan in place; in addition to Dennis Bednar and his wife/President Mary Ann, sons Eric and Brian maintain crucial roles within the organization. Mary Ann’s brother, Ken Vanden Haute, is executive vice president.

Wanting a solution to cater to every manner of client, the company carries an expansive range of OEM wares, including

Meritech President Mary Ann Bednar

Kyocera, Ricoh, Konica Minolta, Sharp and Brother.

Transformation is everywhere within the organization, from its budding center for innovation to its growing managed services platform and the practice of using a subscription-based selling model. Add in a robust marketing platform that proliferates brand awareness and a plan to grow from $30 million to $50 million on the strength of organic and M&A growth (as evidenced by its 2018 acquisition of ACE), and you have a poster child for the dealer of tomorrow, as opposed to a resource-challenged lifestyle business in search of an exit.

We spoke to Mary Ann Bednar and Vanden Haute to learn more about how empowering people, process and technology is enabling Meritech to dictate its own destiny. continued on page 26

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Family Values Meet Forward-Thinking Sales and Marketing: Meritech Evolves to Further Greatness experience. We also have our own inhouse leasing company, which gives us a competitive advantage in serving our clients that other dealers may not have.

The Meritech family, led by Dennis and Mary Ann Bednar (front row, fifth and sixth from left)

How was business in 2019? What were the keys that dictated your success?

BEDNAR: It was a year of change for Meritech. The key to our success is leading with a cloud-first mindset.

Embracing this mindset helped us increase revenue across all service offerings. With our strong hardware footprint in the market, we made a decision to refresh our mission and vision to reflect our growth strategy in the managed services space. Our mission is to embrace and drive change in order to gain growth and value for our clients.

Our vision is to be the best managed services provider by empowering people, process and technology.

You reported that LED solutions increased by 180% and telecom solutions grew by 140%. What does this entail?

VANDEN HAUTE: With our LED and energy solutions, we work with the top distributors and bring them in to do full energy audits with our clients. We look at the footprint of how they consume their energy and lighting layouts to upgrade and reduce costs. By doing this, we help showcase our green initiatives and help create budget allowances so our clients can invest in other high-end technology solutions.

On the telecom side, our consulting team uses the latest technology, carrier26

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methods and investigative techniques to collect and analyze each billing rate element and every line item. We review multiple years of billing and contracts to establish usage patterns, detect billing anomalies, verify that each service for each facility is accurate and ensure they have best-in-class pricing.

The result is a comprehensive set of actionable steps to help our clients recover monies from their providers due to billing errors, and clear recommendations to reduce ongoing communications expenses.

What sets Meritech apart from the competition?

BEDNAR: Our people. We succeed as a business through passion and commitment to developing our team. Everything we do, we do to create an environment conducive to performance that our people can thrive in. We’ve created a culture of consultative, solution-based selling, rather than being product driven. If the only tool you have is a hammer, everything else looks like a nail. We coach our field team to truly understand “why” our clients’ workflows exist. We actively work with our partners to keep a close eye on transformation opportunities. Having the right processes and infrastructure in place allows our team to perform at the highest level and deliver an exceptional customer

Brand recognition has always played a vital role in Meritech’s growth, from event sponsorship to trade shows, radio ads and signage. Can you talk about how this platform has evolved?

BEDNAR: Our marketing department takes a data-driven approach to identify opportunities for brand awareness. This mindset allows us to be descriptive rather than reactive in our marketing efforts.

We use search engine optimization and search engine marketing to feature content that is relevant to the needs of our clients. We’ve expanded our branding efforts on social platforms, particularly with LinkedIn. Much of our event sponsorship ties in directly to our organizational commitment to plant seeds in our community.

One of the most significant initiatives Meritech has fostered is its relationship with the Cleveland Indians and its minor league affiliates in Akron and Lake County. Can you provide some insight into the growth of this partnership?

BEDNAR: The Cleveland Indians and Meritech have been winning together for 17 years. It’s been a long and strong partnership. Our advertising relationship is

Dennis and Mary Ann Bednar, the husbandand-wife team behind Meritech continued on page 28

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Family Values Meet Forward-Thinking Sales and Marketing: Meritech Evolves to Further Greatness difficult to go to market on the additional services we offer.

Shown from the left are Eric Bednar, director of IT; Mary Ann Bednar, president; Dennis Bednar, CEO; Brian Bednar, warranty administrator and purchasing assistant; and Ken Vanden Haute, executive vice president

an important piece of our brand recognition strategy. The Tribe have consistently been one of the best franchises in Major League Baseball, and the Meritech brand runs parallel to the success and methodology of the Indians organization.

Tell us about your new high-tech office in Valley View. You have plans to expand beyond Ohio; do you have any specific markets targeted?

BEDNAR: Alongside the success of Valley View, the transformation that’s really happening is at our headquarters.

It’s the most important piece of our growth strategy. Phase one is upgrading our internal IT infrastructure, and phase two is the design and reconstruction of our demo space as a center for innovation. We want to showcase our latest solutions in an interactive environment for our clients. With the infrastructure upgrade now complete, we expect the center for innovation project to be completed by Q4 of 2020.

To that end, will you be active in the M&A space in 2020? If so, what qualities of a dealership would fit well with your business?

BEDNAR: We’re looking across the Midwest, but any M&A has to fit our culture. We have multiple options on the table for 2020. It’s truly about the fit.

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never reach their full potential because the cultures were not aligned. ACE joining the Meritech family is a great example of shared vision. It made the transition that much easier. We aim to scale our business so that we can achieve truly sustainable growth. Our ideal acquisition would build on our existing technology stack to extend and strengthen our current market position.

I think the people who also come with that vision are really important. If you’re buying a book of business, you also want to add the people who are supporting it. We want to make sure the cultures align and the people who really run the organization, make the organization.

We’d look for a healthy group that we could align and develop with to add to the Meritech family.

VANDEN HAUTE: Based on years of M&A experience, I think it’s important to make sure that the company you’re targeting has clients that are set up for the vision and future of your company. You want to make sure there are opportunities to grow outside of the copier, particularly with managed services—make sure that it’s the right account to fit your model. Or, at least, you want the dealer to have a good book of business that sustains a client base.

Some acquisitions we made were built on a smaller client base that made it

In an age when finding and maintaining quality employees has become one of the top challenges for dealers, Meritech has implemented an employeerecognition program that includes monthly and annual MVP awards. Can you discuss your philosophy around recognition?

BEDNAR: Our people are an important asset. It’s my personal belief that it’s all about the “who.” Who we hire, how we lead, in order to build a culture.

Exceptional customer service can be achieved by strong teams that support each other. There’s a strong link between our customer service and our culture.

Only great people are going to provide great customer service.

Our culture is made up of an attitude of gratitude. We love to celebrate all the creative ways our team goes above and beyond to do right by the customer and our fellow employees.

The MVP program that Meritech established years ago was created to acknowledge members who exemplify our foundational values of integrity, honesty and accountability. This acknowledgement continues to grow in 2020 with the launch of a new monthly GEM award, which stands for “going the extra mile.” In addition to that, we have a new Founder’s Award, which is going to be an annual honor named after our founder, CEO Dennis Bednar.

This award is given to the team member who upholds the values and beliefs that Dennis founded the company upon 43 years ago. We’re very proud to do that.

Provide some insight into the development of your IT infrastructure solutions and how you’ve been able to grow the offering.

BEDNAR: We hired and developed the right people to build an IT infrastructure and managed service division that we’re extremely proud of. Secondly, we designed and implemented the investment into our own internal IT infrastructure. In 2019 alone, we devoted over $200,000 to

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continued on page 30

Rhinelander Mississauga

Chambersburg

Las Vegas

Sanford

Marshall

ONE DAY TWO DAYS THREE DAYS

Family Values Meet Forward-Thinking Sales and Marketing: Meritech Evolves to Further Greatness Did you have to incorporate any new training programs to emphasize this movement?

BEDNAR: We have, and we will continue to do so, but it is still a challenge to get there. In the past, training consisted of learning the hardware; MFP and speeds and feeds, specs, etc. Today, the sales rep of the future is being trained on business process management and office automation applications. We are teaching our clients how they can be more efficient and streamline processes.

Meritech celebrates its Corporate Kickoff event (“Unleash Greatness”) from February 2019.

Shown from the left are Ken Vanden Haute, executive vice president; guest speaker Earnest Byner, a former NFL star and Super Bowl champion; Mary Ann Bednar, president; Dennis Bednar, CEO; Brian Bednar, warranty administrator & purchasing assistant; and Eric Bednar, director of IT

various hardware and software upgrades, ranging from a highly redundant SDWAN network, fully flash failover clusters, desktops and laptops to improve the employee user experience, and data analytics software to help them understand our customer base. This way, we truly practice what we preach, and we empower our efficiency and effectiveness inhouse. Combining those two factors with the technology stack we’ve assembled to take to market makes up our formula for sustained growth.

VANDEN HAUTE: I think today’s success is changing ever so rapidly because years ago, as we built our managed service practice, our goal was to pick up all the devices we could manage from a client, and really focusing on the contract and not the client. Today, we present a five-year technology plan that would basically replace their entire switching, routing, network, workstations, servers, PCs, security and licensing, while also eliminating as much hardware as possible and moving applications and servers to the cloud.

Really selling that strategy to the clients separates us from our competition and helps us partner with the right clients.

What was your dealership’s greatest accomplishment in 2019?

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BEDNAR: Evolving our company culture is truly a great accomplishment. By embracing a solutions-first selling model, we were able to facilitate our largest recurring revenue contract to date. This contract is a national account for which we implemented an unlimited subscription-based managed print agreement. Using the same methodology, we acquired our largest new business opportunity in the health care vertical. This deal included 300 MFPs—all application driven— followed by a subscription-based MPS contract of over 1,000 printers.

What was the biggest challenge you faced in the past year?

BEDNAR: Although the culture change was a success, it was definitely a challenge to get there. We worked diligently to change the internal mindset from copiers to solutions.

And now our entire staff is tasked with bringing that vision to the marketplace.

Netflix commoditized the way we view entertainment, and Amazon commoditized the way we shop.

The same thing is happening in our industry. As printing hardware becomes commoditized, we have no choice but to evolve. We’ve incentivized our sales staff to pursue solutions-based recurring revenue opportunities.

VANDEN HAUTE: You also must redevelop and redesign your comp plan to match your model. This year, we actually based our president’s club on subscription-based selling, not the hardware number. So we’re really putting a focus on moving in that direction. During the last year through this process, we watched our hardware numbers grow by leading with a different format compared to other companies.

What are your goals for the next 12-18 months?

BEDNAR: Financially, our goal in the next 12 months is to achieve $35 million in revenue. Beyond that, through organic growth and M&A, our long-term goal is to reach $50 million in revenue.

Culturally, our goal is to continue to grow and develop our leadership team.

We want to drive the success of our managed services division by living out our mission, vision and values. We will continue to be actively involved in M&A based on fit, and we need to establish ourselves as the premier managed services provider in the market. It is also important to continue building trust and loyalty with our clients.

As the industry continues to contract and evolve, what will be the keys to success for the dealer community?

BEDNAR: Meeting the needs and exceeding the expectations of our clients. With our foundation as a copier company, we have thousands of networks in which we already operate. Our goal

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is to not only retain those relationships, but also to expand into managed services and really grow the recurring stream of revenue. It’s imperative to keep focus on the growth of business process optimization efforts, both client-facing and internally, to increase effectiveness.

Regardless of how long you’ve been in the market, if you don’t put digital transformation at the top of your priority list, you’ll get left behind.

What do you like most about your job?

BEDNAR: I love to serve others; that’s true happiness for me. In order to serve businesses and provide the best products and services, we must first start by having the best people. I am honored to be part of a company that has such strong organizational commitment. We have tenured employees who have been here as long as 40 years. Ultimately, it’s not only our commitment to our customers, but also our community. We strive to serve our community through volunteer opportunities and donations throughout the year. At the end of the day, it feels good to know that our customers and

Meritech employees enjoy the night life during the company’s 2019 President’s Club trip to Puerto Los Cabos Golf and Spa Resort in Cabo San Lucas, Mexico

community can count on us. For me, the dreams of achieving worthy goals have made every day a privilege.

Outside of work, what do you do for fun?

BEDNAR: Spending time with my husband Dennis and my family. We’ve been blessed with three children, and two amazing and beautiful 5-year-old twin grandchildren. Secondly, making time for my faith and community involvement,

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which are both top priorities in my life. Over the years, we’ve enjoyed traveling around the world, experiencing memories beyond belief. From skiing to beaching and visiting our most favorite destination, Italy, it’s been an adventure.

We still live in the home that Dennis started the business in 42 years ago; he actually grew up in that home and we enjoy sharing it with our family and friends more than ever. ♦

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Erik Cagle

Channel Insight

Helping Dealers to Win Now While Preparing for the Future Essential to Konica Minolta’s Game Plan

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echnology in and of itself is not an elixir to successful business. If it doesn’t address how end-users interface with technology and the manner in which they expect it to facilitate their processes, then technology becomes that shiny object that carries a hefty price tag but doesn’t translate in a practical manner.

That’s what makes the Konica Minolta value proposition so intriguing. Sure, the manufacturer boasts the sexy—if sometimes esoteric— Workplace Hub and a platform in the Workplace of the Future that envisions how tomorrow’s office will evolve, while leaving room for additional technology bolt-ons as the Internet of Things and artificial intelligence continue to shape work.

However, this manufacturer is a moving force not willing to just let the “if you build it, they will come” adage guide its principles. The OEM is pushing ahead with its One Rate bundled subscription model; anticipating the changing needs of businesses as they closely mirror buyer consumption in mainstream society. Konica Minolta recently hammered out an agreement to offer the full suite of Google Cloud solutions, and also rocked PRINTING United with a pair of high-volume, toner-based production presses.

In short, Konica Minolta hasn’t hitched its wagon to one star, but a universe of offerings designed to bring success to

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its dealer and channel direct partners. We sat down with Sam Errigo, executive vice president, sales and business development, for an overview on how the company is blending products and technology to enable dealers to meet the evolving needs of the client.

The year 2019 represented a difficult campaign for many OEMs that reported sales declines in hardware and supplies. How would you characterize the year from Konica Minolta’s perspective, and what were the factors that shaped it?

ERRIGO: Through the first three quarters, Konica Minolta Business Solutions U.S.A. Inc. has experienced positive growth in our transformational areas, such as managed IT services, ECM and industrial print. The market continues to compress as competitors with fewer capabilities focus more on price versus adding customer value. We continue to make solid progress in overall margin improvement due to our bundling strategy that includes the One Rate simplified model for our customers.

Our focus for the remainder of fiscal year 2019 and into fiscal year 2020 is market share growth and the acceleration of our managed services offering.

Konica Minolta held its own in 2019, with a slight decline in unit placements due to the slowdown and factors related to We Saw It In ENX Magazine

Sam Errigo, Konica Minolta

the tariff. That prompted many customers to take pause in fiscal year 2019. But we rebounded very well and had a strong Q2 and an even better Q3. We’re bullish on Q4—our fiscal year ends in March—and if we continue our pace, we’ll end up with a pretty solid performance in the United States. We are obsessed with monthly-recurring revenue (MRR) and bundling as this delivers a consolidated offer with high value to the customer.

With One Rate and offering multifunction products—plus security enablement and support—we can address a multitude of devices customers are looking to consolidate.

Therefore, customers are willing to make a change from their current supplier to a new supplier based on value.

There is turmoil in our industry OEMs at all levels and this is causing customer, sales and support disruption. Look at our management team. I’ve been here 10-plus years. People like Rick (Taylor), Kevin (Kern) and Kay (Du Fernandez) provide a very stable team of experienced

executives who are passionate about this business. Our desire is to help our dealers and our direct channel win, because we need both channels to foster growth. We’re doing just that, and we’re adding capabilities.

The October Dealer Summit gave Konica Minolta the opportunity to update dealers on the advancements made within its All Covered IT services division. Can you provide an overview of some of the Summit’s main takeaways?

ERRIGO: The October Dealer Summit carried strong messaging related to IT services and readiness for the accelerated digital transformation. We have consistently encouraged our dealers to either partner with Konica Minolta or invest in their own managed services business. Many dealers are on board, and we are seeing more one-on-one meetings with our dealer partners related to this expansion business. I am more encouraged than ever, and expect that fiscal year 2020 will bode well for the dealer channel as they invest in more managed service offerings.

At the Summit, there was a strong message regarding IT: at this point, you’re either in or you’re out. The managed service arena is moving so quickly that if you haven’t started— while I wouldn’t say it’s too late to do something—the train is moving at a pretty quick pace now. Acquisitions are still happening at a brisk pace, and dealers are making a conscious decision to say, “Do I have the financial

Konica Minolta is putting the finishing touches on its Customer Engagement Center in Ramsey, New Jersey

(All Covered President) Todd Croteau has visited many dealers for one-on-one sessions to personally guide and provide insight on where and how to get started.

and resources to help accelerate where we can go, how we can detect different business problems, and how to help customers take full advantage of this technology. There are a lot of strong technology companies, but if you had to pick the one that is willing to make the investment of time, and really strategize about what and how you will use technology in the future, you can’t go wrong with Google. I think they’re going to be a great partner.

In January, Konica Minolta announced its alliance with Google Cloud, which will enable the company and dealer partners to offer the full suite of Google Cloud solutions. Can you talk about the possibilities this partnership offers?

ERRIGO: The Konica Minolta and Google Cloud announcement continues to reinforce our position in the market as a technology leader and enabler. The most exciting part of this announcement is the future of this partnership and how strategic partnerships can shape the landscape of our industry. Partnering with thought leaders who bring new perspective and insight will allow us to

Last summer, Konica Minolta rolled out a 17-city tour in support of the Workplace Hub, aimed at SMBs and enterprise clients. Can you provide a progress report on the Hub and your plans for proliferating the technology in the U.S. marketplace?

I’M LESS CONCERNED ABOUT A PRODUCT THAN I AM ABOUT THE THOUGHT LEADERSHIP ASPECT AND WHAT REALLY STRONG AND STRATEGIC PARTNERSHIPS CAN DO FOR THE FUTURE. – Sam Errigo, Konica Minolta

capabilities and talent to move where the customer wants to go?” If not, then they’re better off partnering with either Konica Minolta to accelerate, or selling their business and working with investment companies that have money to invest to help accelerate that transformation. As a company, Konica Minolta is spending millions and millions of dollars just to keep pace.

think differently and develop technology from the customer viewpoint. The possibilities are endless, and our imagination is the only limiting factor for the future.

I’m less concerned about a product than I am about the thought leadership aspect and what really strong and strategic partnerships can do for the future. We’re leveraging large companies We Saw It In ENX Magazine

ERRIGO: The rollout of the Workplace Hub and the Edge server have been successful as we continue to learn more about how customers will conduct business in the future. The product is evolving based on new customer requirements and desired platforms. Partnerships with key technology companies such as Google and Microsoft continue to flourish and assist in the next phase of product development. This product and platform will continue to mature at an accelerated pace, and should not be viewed as a traditional MPF product. The platform will transform at a rapid pace due to the acceleration of software requirements, security enablement and application development such as AI.

continued on page 34

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Helping Dealers to Win Now While Preparing for the Future Essential to Konica Minolta’s Game Plan It’s a great tie-in when you look at where Google is going with their AI capabilities. That’s one of the major reasons we like this partnership. They’re going to help us accelerate and really view technology for the use of solving business problems versus technology for the sake of technology. Everyone talks about AI, but we’ve defined practical applications that allow customers to accelerate their business transformation, take costs out of their business and provide better value to their customers.

Workplace Hub is that platform that will continue to evolve and help those customers take full advantage of those technology platforms.

after you show them products is, “How will you support me?” They don’t want to call five different people to support their infrastructure. This is where we’re helping the dealer community through our All Covered services. We’re tying this together and providing a turnkey package for our dealers in which they can leverage our infrastructure to support their customers. If you’re not ready today, don’t say no. Pick up the phone, call Konica Minolta and let us put together the package so we can help.

At PRINTING United, Konica Minolta unveiled five new products, including the AccurioPress C12000/14000 high-

IF THERE’S ONE BIG MESSAGE WE WISH TO CONVEY, IT IS BUSINESS TRANSFORMATION AND HOW THEY’RE LOOKING AT THEIR BUSINESS TO IMPLEMENT CHANGE. – Sam Errigo, Konica Minolta How would you characterize the progress of the Workplace of the Future platform, and what has been the feedback you’ve received from the dealer community?

ERRIGO: Workplace of the Future is gaining traction with customers as they seek to do more with fewer but more capable suppliers. That is probably one of the major themes that I hear on a consistent basis. The dealer community is adapting and finding niche opportunities such as physical security, conference room management, managed voice and managed services. The key, as I have stated many times, is not the product, but how you create a seamless customer experience. The dealer community will need to bolster their support capabilities in the areas of security and compliance, remote support and monitoring, help desk and technical support. The end game for Workplace of the Future is to deliver a fully integrated and seamless customer experience.

As I’m out with customers, they love the concept of tying everything together. The first question they ask 34

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volume, toner-based production press.

Can you talk about the potential this offers dealers to expand their reach from a hardware perspective?

ERRIGO: We were jam-packed in our booth; there was a lot of excitement about the product. That’s great to have that level of interest at a trade show, but it’s really about what happens after the show.

However, the C12000 and C14000 are going to be game changers. We have already hosted several large commercial printers in our new Customer Engagement Center in Ramsey, New Jersey, and all I can say is they have been blown away! These new products will allow us to expand and capture share in the upper segment of production print. Fiscal year 2020 should be positive in this category for us. The dealer community that is in production print will have a massive opportunity.

This is going to be about taking market share, because this is a new category for us. A lot of the dealers may not have customers in these segments, so this is all net-new growth.

As the Xerox and HP saga continues to play out, can you offer your views on how the market may continue to evolve from a manufacturing perspective? Will supply and demand ultimately pressure OEMs to merge?

ERRIGO: The HP and Xerox saga will continue and, over time, will play out. I won’t comment on if they will or won’t merge, but rather the impact it has on customers. The “saga” is creating opportunity for dealers and our direct channel. When you become internally focused, lose sight of your customers and invoke massive change in your support infrastructure, customer retention is at risk. While they’re trying to figure out who will buy whom, the customer is suffering. Change creates customer doubt. For our dealers who have Xerox and HP in their base, they should aggressively attack that base and use products like the 12000 and 14000, especially in that high-end segment, to go in and invoke change. I’m seeing this for larger customers. The number of engagements that we are entertaining right now with Xerox customers who are dissatisfied is unbelievable.

I do think the continued consolidation of manufacturers will take place over time. The smaller providers will continue to decline, as they are not investing in areas that are relevant to customers in the long term. This business model will continue to drive margins down and ultimately provide no or little value to customers, as they can only provide a low price versus true customer value.

How do you see Konica Minolta evolving technology- and strategy-wise over the next few years?

ERRIGO: I believe our strategy is the right one for how customers will want to conduct business in the future. When you think about how information is consumed today, much of it is done through subscription. People choose Spotify for music and Netflix for media to consume what they want, when they want it and in the manner they prefer. I believe that, over time, dealer

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customers will want a model that is more technology-as-a-service. They’ll want a package built that enables print, technology that runs their infrastructure, level-one phone desk support and maybe even phone systems. They’ll want as much as possible bundled into a contract.

They don’t want to buy it, they want to pay for it by subscription. Konica Minolta is aggressively working on the subscription-based model to realize the customer direction. We need the flexibility for our customers, to be able to move components in and out as customer requirements change. If you believe their requirements will change at a faster pace in the future, then telling them to buy something and use it for five years just doesn’t make sense. Our technology and where we’re going will definitely be geared more towards monthly recurring revenue and subscription-based services.

Do you have any plans to add to your direct channel?

ERRIGO: Not necessarily locations.

We continue to add headcount as we’re growing our managed IT sector of the

business. That’s a big growth area for us next year, and today we have roughly 1,200 people in All Covered dedicated to managed IT. That number will continue to grow. Both our core teams and All Covered will continue to grow at a pretty rapid pace.

doing from an infrastructure standpoint to support the future requirements of their customers, and possibly looking at strategic partnerships that help round out their business. It’s taking advantage of companies like Konica Minolta that have this already built.

Clearly, the channel has witnessed its share of changes in recent years. In your opinion, what does the future hold for the office dealership industry?

ERRIGO: The dealer channel still has tremendous value. Many of our dealers have built outstanding businesses that are core to the local community and align with them. There’s still value in the services that they provide. We have to continue to push our dealers toward investing for the future. You cannot just live on multifunction products and the revenue stream associated with them. That change is here and it’s moving at a quick pace. If there’s one big message we wish to convey, it is business transformation and how they’re looking at their business to implement change. It’s all about what they’re

What are your goals for 2020 and what will you look to accomplish?

ERRIGO: As a company, we’re focused on revenue growth for FY20 in both channels. We have to make sure that our dealer channel—which represents roughly half of our business—continues to grow. We’re all in with our dealers.

Continuing to push and help them make this business transformation is paramount for our success to date and for the future. One of the biggest things we can do for our dealer channel is help them branch out, whether it’s managed IT services, IP or any type of managed print services. They have to continue to provide more value to their customers, and if they can do it in the technology space and couple it with MFPs, that will yield continued progress for FY20. ♦

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Karlee Ricks

Case Study

Expanded Educational Opportunities, Aggressive Marketing Lead to Impressive Growth for Impact Optimize In June 2018, Impact Networking hosted its first-ever business and technology summit, Impact Optimize. With just 100 paid attendees, the inaugural event proved to have huge potential in providing education and thought leadership to clients, prospects and community members.

I

n 2019, Impact Optimize grew tenfold, hosting over 1,000 business leaders at Chicago’s iconic Navy Pier with keynote speakers, Robert Herjavec and Michael “MafiaBoy” Calce. And now, the team at Impact is already preparing for Impact Optimize 2020—set to be the biggest and best summit to-date—which will again take place at Navy Pier Aug. 13. Daniel Pink is confirmed to take the stage as the keynote speaker, and Konica Minolta has secured a Platinum-level sponsorship.

Let’s take a look at how Impact Optimize grew in popularity and get a sneak peek at this year’s event.

show, Layton proposed that the best way to sell Impact’s IT solution was to host a summit focused on educating potential customers. Cucco agreed that this type of event would set Impact apart, while providing value for customers and prospects. Frank DeGeorge, Impact CTO and co-founder of Impact Optimize, came together with Layton to spearhead the event, gather sponsors and vendors, and fill the agenda with educational tracks.

How Has the Event’s Focus Evolved?

The first Impact Optimize was concentrated almost solely on security,

a discounted price, making it easier for multiple members from one company to attend. With a number of different agenda tracks in 2019, team members could walk away with a different understanding and strategy based on their roles in digital transformation.

In 2020, the event will cover business and technology trends aimed at helping companies “Fuel the Future of Business” with seven defined tracks—Business Agility; Security & Compliance; Customer Experience; AI, Machine Learning & Automation; Operational Efficiency; IT & Cloud; and Culture & Strategy. The goal is to bring current customers, future customers and community members together to collaborate and network with their peers.

How Does it All Come Together?

Attendees enjoyed interactive experiences, such as this virtual reality tour for flying over New York City

How did Impact Optimize Come About?

The event came to life after Impact Vice President of Managed IT and Co-Founder of Impact Optimize, Patrick Layton spoke with Impact CEO Frank Cucco about why he wasn’t involved in the company’s past tech shows. Knowing the IT solution didn’t have associated physical hardware to present at a tech 36

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targeted towards IT professionals. As the event has grown in size, so has the focus.

In 2019, the theme for the event was “Digital Transformation for Growing Companies.” Since a true digital transformation typically involves multiple people from one team, the summit’s ticket pricing changed. It allowed attendees who bought one full-priced ticket to purchase up to four additional tickets at

Putting together an event such as Impact Optimize is no easy feat—it takes months of research, planning and preparation. Over the last year, Carly Cucco, Impact operations manager, has taken on event planning, leading the logistics behind the annual summit. This includes everything from coordinating the AV teams for the Aon Grand Ballroom and seven breakout rooms; setup for vendors and sponsors in the sponsor hall; and coordination of all main stage speakers.

The logistics start nearly a year in advance, making sure to reserve the space for an appropriate date and begin sourcing talent for the keynote address.

However, even with months of planning, event coordination happens right up until minutes before the event, ensuring every detail is ready for attendees when they arrive.

We Saw It In ENX Magazine

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Expanded Educational Opportunities, Aggressive Marketing Lead to Impressive Growth for Impact Optimize In addition to Cucco, the Impact corporate marketing team begins working on Impact Optimize nearly a year in advance of the next summit.

As technology experts, DeGeorge and Layton provide the marketing team with current trends and themes the summit should focus on. From there, the marketing team dives into researching possible themes, taglines and agenda tracks that would interest attendees.

These first steps guide not only the branding, but the summit content, so it’s critical research done ahead of time.

An important step was giving Impact Optimize its own branding to stand apart from the Impact brand. Impact is a sales organization, but Impact Optimize is focused on education, and while sales typically occur from the event, that isn’t the main goal. The best way to communicate this distinction was to give Impact Optimize its own branding and voice as an educational summit that anyone—Impact client or not—could attend to learn about trends in business and technology.

The event branding is truly the first step—from there it’s important to start researching ticket platforms, creating an event website, building out 50-plus sessions and demos for the agenda, coordinating both speakers and vendors, crafting onsite signage and décor for the 18,000-plus-square-foot space and more. A fun element of last year’s event included sourcing on-site experiences for attendees to enjoy throughout the day.

Impact Optimize 2019 featured a Twitter vending machine, at which attendees

could Tweet using #ImpactOptimize2019 and receive a prize; a Birdly virtualreality flight simulator, which helped attendees realize their dream of flying over the New York City skyline; and Millennia, a world-class mobile social robot that interacted with guests.

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• 43 emails sent inviting people to register • 147 customer services emails answers • 2.63 million day-of social media impressions • #ImpactOptimize2019 was trending on Twitter on the day of the event • 327,049 website pageviews • 1,000 attendees • 26 sponsors • 60+ speakers • 60+ breakout sessions & demos

Driving Attendance

Although Impact may be well known throughout the Chicagoland area, the Impact Optimize event is still a growing brand, and marketing it to potential attendees requires a multichannel strategic campaign. For Impact Optimize 2019, marketing efforts included Metra advertising, social media (paid and organic), paid search, radio advertising, email marketing, affiliate marketing through partner events, billboards, emails, print materials for sales reps, videos, direct mailers and more. This year, organizers continue to use a multichannel approach while investing more in digital marketing and focusing on the value of the event.

Impact’s sales team was also a driving force for attracting registrants. Although this was a paid event, which was a departure from past lunch and learns and tech shows, sales reps were offering their prospects and customers the opportunity to educate themselves on issues they were facing in their organizations.

There’s always a degree of worry when building out a new event or brand, but the Impact team was happy to discover that people truly valued the education presented by Impact leaders, industry experts and vendors.

Millennia, a mobile social robot, mingles with guests at Impact Optimize 38

Impact Optimize 2019 By the Numbers

Feedback and Final Analysis

Planning and executing an event such as Impact Optimize takes months of effort by a large team of people, but the payoff is worth it. Although 2019’s event was educational, and not a sales pitch, the aftereffect of customers and prospects wanting to speak with account executives and specialists about their businesses needs was remarkable.

Based on an anonymous survey, 94% of attendees from Impact Optimize 2019 said they would recommend the event to a colleague. When asked what the mostvaluable takeaway was, attendees said: • “I identified new opportunities where my company can improve our systems.” —VP of Operations • “A plan for what my organization needs to do moving forward to secure our information as well as improve our efficiency with new technology.”

—CEO • “New insight on cybersecurity, process improvement, and digital transformation.” —IT Director Based on attendee feedback and associated sales from the event, there is no doubt that the investment in time and resources was well worth it. We are excited to remain a leader in the industry, and to provide our clients and prospects with the knowledge and education to grow their businesses and remain competitive. ♦

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OEM Perspective

From Hosted Events to Lead Generation Tools, Manufacturers Seek to Play Role in Dealer Success

T

his month’s state of the industry report on the value of hosted events may seem to be a rather specific topic.

The idea behind the content, quite simply, examines how dealers can use these opportunities to portray themselves as thought leaders, trusted advisors and partners to their end-user clients.

So it comes as no surprise that the industry’s manufacturers feel the exact same way toward you, their valued partner. Their success is intertwined with your own, and merely offering their wares to your clients makes you, the dealer, little more than a go-between. Allowing your company to leverage the full range of programs, lead-generation tools, marketing insight, training and, yes, hosted events (either theirs or your own) can enable your dealership to get the most value from the union.

We’ve canvassed industry OEMs to learn about the programs they have in place to enable dealers to more-effectively reach deeper within existing accounts and scout out new opportunities.

Brother International: Courtney Behrens, director, lead optimization, B2B marketing Brother International Corporation takes an ‘At Your Side’ approach in working with our dealer partners to generate interest in our products through a variety of programs.

We build close relationships with our partners to ensure we understand who their customer bases are and how we can best attract relevant leads—through Brother-generated efforts and through their own. By understanding these target markets, Courtney Behrens we can then present a variety of customizable programs for these partners to utilize.

Our programs are omni-channel and encompass email, social, collateral and web assets the partner can repurpose for their end users. We strategize with our partners to provide recommendations on an appropriate mix and cadence of using these assets within a campaign to maximize responses. To help our partners accelerate their campaign efforts, we provide resources in the form of co-op or MDF, chosen based on the volume of revenue that flows through that partner. Brother also conducts 40

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lead generation programs internally, and the results of these are passed to our partners.

For these types of programs, you get out of them what you put into them. The time spent building relationships with our partners to really understand their businesses puts us in an ideal position to provide the best results on lead-generation programs.

Canon: Leroy Farrell, vice president/general manager, engineering services & solutions Aligning with our customer-first mindset, Canon U.S.A.’s focus does not purely rest on the potential of the products we create, but also the attention of the people who use them. We take pride in delivering high-quality customer service and support excellence to our channel partners and end customers by offering them the necessary tools, systems and resources to help resolve customer concerns quickly and Leroy Farrell efficiently.

Through the Canon Smart service system, we are able to offer our dealers and customers a suite of tools that can remotely interface with devices, train customers on device usage, enable dealers to be contacted directly from certain error codes, and more efficiently plan service calls. To help enhance customer experience and increase turnaround time, we also offer 100% U.S.-based customer support through our Customer Solutions Center, for which we are happy to showcase a 94% first-call fix rate. Our main focuses revolve around ensuring that we help to optimize service and operational efficiency for our dealers, and our 11 consecutive Center of Excellence certifications by Benchmark Portal reflect our success in doing so.

To bring it all together, Canon also hosts the Engineering and Solutions Summit each year to not only show how we can support our dealers, but also to provide them with key insights and advantages that can help them enhance their service operations through Canon’s solutions. This year, the summit will be taking place in three major cities—Las Vegas, Atlantic City and Nashville— spanning June and July 2020.

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Epson: Joe Contreras, commercial marketing executive, Office Solutions Epson has always been a “channel-first” company, and has built its Epson’s BusinessFirst Partner Program around the development of a personal relationship with dealers. We provide a range of go-to-market tools to assist with sales-enablement activities, including events, programs and promotions dealers create to generate Joe Contreras and cultivate sales leads.

As part of our BusinessFirst Platinum Partner Program, each dealer has a dedicated Epson team to provide support for hosted events, including digital marketing assets to generate awareness, onsite staffing for product demonstrations and collateral material for interested leads. In addition, we offer dealers technical support assistance for customers to streamline the onboarding process, as well as technical training allowing partners to provide first-rate service to customers.

Epson’s core channel philosophy is driven by a personal approach to its channel partners. Understanding and embracing the value of our channel partners ensures that we deliver the highest level of service and support to dealers, so they can secure more business and inspire confidence in their customers.

In service to that, we have taken a platinum level, whiteglove or customized approach to onboarding our partners. We are looking past the short-term transactional relationship and focusing more on the long-term product/service needs for true partnership relationships.

HP: Xavier Fernandez, global director, contractual GTM strategy and programs At HP, we work closely with our partners to better serve customers at every touchpoint. An important element of this is offering our partners the products, solutions, support and services that enable them to drive value and help us collectively create better customer outcomes and experiences. There are many ways that HP helps channel Xavier Fernandez partners accomplish this.

Specific to dealers who are seeking to host events, either independently or in concert with HP, we offer demo equipment, branding material and marketing tools, as well as co-marketing funds to further amplify campaign material that highlights the key differentiators for HP’s managed product fleet. We provide hands-on training for partner technical consultants, as well as certification events for partner sales representatives. We also host joint customer visits at the HP demo center in Barcelo-

na for an overview of HP solutions, including 3D and graphics, further exemplifying the full set of HP solutions and portfolio.

HP partners can also take advantage of HP’s exclusive training content and lead-generation programs; our dedicated resources, like HP service managers who provide white-glove support and ensure operational excellence; and HP executive sponsorship in key HP and partner events. These are just a few examples of how we are dedicated to addressing customers’ needs while also advancing our partners’ success.

Konica Minolta Business Solutions: Kay Du Fernandez, senior vice president, marketing Konica Minolta Business Solutions, U.S.A., Inc. (Konica Minolta) offers a wide range of tools, programs and services to assist dealers’ efforts to position themselves as trusted and knowledgeable partners to their end-user clients.

Marketing support through Konica Minolta Marketing Services includes comprehensive lead generation and event support. Marketing content Kay Du Fernandez is available to all dealers through the Dealer Connect portal, allowing dealer partners to create co-branded materials and leverage a wealth of marketing assets for their websites, emails, branding and lead generation efforts. For dealers who require a more consultative approach, strategic marketing services and execution through the Automated Marketing Program (AMP) offers custom campaign development including multi-touch email and direct mail campaigns. This full-service marketing offering can be utilized to support open house events, specific product promotions and to drive overall lead generation.

Dealer programs that enhance the event experience include end-user promotions that can be offered as a closing tool during an event, demo room packages to ensure the dealer’s showroom has the latest products and signage, and coaching in effective appointment setting through prospecting workshops. Konica Minolta Marketing Services understands the imaging industry and the challenges that dealers face when marketing their business.

Additionally, through Konica Minolta Learning, Pro-Tech service certification, and sales effectiveness training, dealers have the opportunity to enhance customer satisfaction by increasing their organization’s service and support capabilities.

Lexmark: Sammy Kinlaw, vice president of worldwide channel OEM and sales Lexmark offers several best practice components of our lead-generation services for dealers that help our partners drive awareness for their brand and for Lexmark.

• Support: Through organized teleprospecting efforts, our Lexmark team can provide partners with fully qualified

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From Hosted Events to Lead Generation Tools, Manufacturers Seek to Play Role in Dealer Success sales leads that will help them build their sales funnels and drive revenue for their businesses.

• Materials: The Lexmark Marketing Hub platform enables us to provide partners with ready-to-use marketing materials that can be co-branded, personalized and shared with their customers. Through quarterly campaigns, part- Sammy Kinlaw ner launch kits and other collateral, the site enables partners to customize Lexmark marketing materials on the fly to create personalized end-user customer assets.

• Expertise: All of the insight we pass on to partners is founded on our decades of imaging expertise. And now, through our formal Lexmark Industry Advantage offer, we provide a process for partners to tap into this expertise and leverage our vertical industry experts in retail, health care and other industries to gain traction with larger organizations and opportunities.

All of these benefits are delivered to our partners through our comprehensive partner program, Lexmark Connect. It gives partners the business model-specific resources, insight and tools they need to turn opportunities to wins, every step of the way.

Ricoh: Jennifer Healey-Rooney, director channel marketing Ricoh understands the power of partnership, which is why it invests heavily in working with Ricoh Family Group dealers to drive results—for dealers and for end customers. We offer many of the world’s finest dealers a wide array of dedicated resources. This unique partnership approach, including monthly meetings and quarterly reviews with dealer business managers, centers on providing support and guidance, while Jennifer Healey-Rooney also giving Ricoh the opportunity to learn of the distinctive challenges dealers face to help build the right growth paths.

For example, dealers expressed concerns regarding change and millennial management, especially as dealer leaders begin to transfer responsibilities to younger generations. To address this, we led a seminar at ConvergX, our dealer leadership conference, about bridging generational divides in the 42

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workplace and specifically how to manage the transition to new, younger leadership. Attendees left equipped with an actionable takeaway: a playbook to be taken back to the dealerships, and access to a Ricoh educational program featuring expert speakers and key discussion topics to guide discussions and suggest actions to help with such important planning.

Ricoh also provides a wealth of options to support dealers at their own customer-facing events. Once customer needs are determined, dealers can work with us to set a theme, suggest and secure speakers for a webinar or live event, and even leverage co-branded, customized Ricoh Customer Experience Centers across the U.S. Ultimately each of these offerings and strategies have been custom-built to continually enhance Ricoh’s unique, collaborative relationship with its dealer partners.

Toshiba America Business Solutions: Kerstin Woods, vice president, product and solutions marketing From hardware to software, Toshiba provides extensive resources to its independent dealers and direct reseller channel to drive new leads and foster retention, including best-in-class products and training, expert industry insights and value-added programs.

By attending our industry-recognized conference, LEAD (Learn Engage Act Deliver), dealers may access educational breakout sessions and Kerstin Woods receive hands-on training on our new offerings. Toshiba differentiates itself with this event by encouraging dealers to invite current and prospective clients. This enables channel partners to personally showcase what they have to offer in combination with Toshiba to generate new business. LEAD conferences eliminate the need for dealers to host their own events, while gaining maximum benefit from Toshiba’s investment.

Toshiba also helps channel partners implement their activities. From co-sponsoring events and supporting sales campaigns to providing content and expert speakers, Toshiba ensures dealers’ unique needs are met.

We additionally equip dealers with a verticalized sales program, called Vertical360 (v360). This comprehensive, go-to-market program provides dealers in-depth education and industry-centric solutions with which to better address their customers’ specific challenges and pain points. v360 particularly enhances dealers’ knowledge via training modules covering industry terms, buyer styles, purchasing cycles and buying triggers. The program’s curriculum details how Toshiba products best serve a specific vertical market, while offering presentations that equip its channel partners with appropriate knowledge to understand client needs. ♦ We Saw It In ENX Magazine

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Sales Insight

Genuine Sales Professionals Forge Their Own Sales Path Are you the real deal? Or are you living the life of a sales pretender?

I

n a red sales ocean filled with sharks and empty suits, being genuine is a huge way to stand out. Just be real, sincere and honest. Most people can sniff out the B.S.; conversely, they know when you’re being yourself.

Would you agree people will respond favorably and will come back to you repeatedly when they see you as being real, instead of the typical sales rep?

Being genuine is a rare quality in sales. Today’s world is full of sales phonies, social media hype and virtual fake sales personas. Who they portray is not really who they are or are willing to admit to being. Sales chest puffing is running rampant inside the sales world.

Those who are genuine in sales, search for and discover their own unique way of pursuing their passions and purpose.

Often, they forge an entirely new path to get to their destination.

It’s about what they think and say that makes them who they are. It’s what they do and how they view themselves within the sales world.

A genuine sales professional is guided by an internal compass, meaning they don’t follow the conventional or typical routes others take to achieve their goals.

It’s About Being Real In a business world full of empty suits and sales façades, being real and transparent is completely nonnegotiable.

I believe without this, one can be labeled a commodity.

I sincerely believe transparency and being real: • Creates the foundational layers of trust 44

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• Creates a strong, positive relationship that allows you to build loyalty Transparency and being real is intentionally baring your soul by showing the true version of yourself.

Many in sales have lost their identity due to fear of rejection, lack of selfconfidence, a broken sales heart, or lack of fulfillment.

Being real, being genuine, being authentic...isn’t this what your clients crave? Genuine sales professionals know who they are. They don’t masquerade as someone they’re not. They’re willing to let down their guard and let their clients see it.

When we’re looking to build our personal relationships, we want to learn and grow from people of values. We identify and relate to people who are honest, trustworthy and kind. After all, phoniness can be sensed from miles away.

Stay True to Who You Are Think for a moment, what it means to be true to yourself. Integrity, beliefs, personal values, honesty, sincerity, authentic, living by what is and what is not acceptable to you, morals, ethics, right and wrong, honor, truth. How many of these words would people associate with the sales world?

Those who absorb what it means to sell from the heart live by a code of morals and values. Being true to yourself is fundamental to living a life full of integrity.

Think about it: how many salespeople let their clients down by simply not living up to their promises? It’s your

duty to live up to your obligations and fulfill them. This becomes your character and your brand.

Embrace Vulnerability Vulnerability is the driving force of connection. It’s about being brave and tender. It’s nearly impossible to connect without it. We live for it in our personal lives, so what prevents us from doing this in our professional lives?

Why have we turned vulnerability into a sales weakness?

Without vulnerability, relationships struggle. Without vulnerability, how will your client relationships flourish?

Vulnerability is key to connecting with your clients. It’s having the courage to open up who you are to another human. It’s saying with comfortable confidence the things that are pressing internally against you.

It’s opening yourself up to get closer to your clients. It’s about giving without expectation or a hidden agenda. It’s receiving with an open heart. This is Selling From the Heart!

Genuinely Care In an environment that is becoming increasingly competitive, you must focus on building meaningful relationships with your clients. You must: • Become genuinely interested in their business • Genuinely connect with meaning • Be genuine and curious with your questions • Genuinely give a rip Think of the following relationship equation with every one of your clients.

Engage + excite/conversation x caring = meaningful relationship. ♦

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49

Britt Horvat

Technical Tips News Briefing

An Anatomy Lesson: Xerox WorkCentre 5945/5955 and AltaLink B8090 Families Repair Procedures, Part 1

WorkCentre 5945/5955

WC-5945, 5955, AL-B8090, B8075, B8065, B8055, B8045

I

n many ways, the WorkCentre 5945 and 5955 MFP monochrome copiers, as well as the newer AltaLink B8090 family, are good, solid machines. On the positive side, they’re relatively simple.

The only major drawback is that problems can be caused by poor communication with the toner CRUM chip. So let’s take a look at this weakness and discuss some possible solutions. Then we’ll take a machine apart so you can see just how easy it is to get to virtually any part.

Probably the biggest problem with this style of machine lies in the tricky way it communicates with the toner CRUM chip on the side of the toner cartridge. In this case, the chip type is radio frequency (RF). While the CRUM is mounted on the side of the rotating toner cartridge, the machine’s RF reader is stationary, so it reads the chip as it passes by during its rotation cycles. Any hesitation of the toner cartridge rotation, or any trouble with toner dispensing, and the machine will wipe out the CRUM chip, rendering

Photo 1: front view 50

•

an otherwise perfectly good cartridge useless.

So far, there are no OEM replacement toner CRUMs available, and the aftermarket products still need work. The generic chips don’t work consistently enough, or they need to be perfectly positioned on the cartridge for them to work properly. It would be ideal if the toner CRUM reading could be turned off entirely.

If the toner cartridges are working for you, the rest of the machine is a dream come true for a technician. Parts which might traditionally require a lot of work to replace are easy to access, and it’s even simpler if you know how to find them in the machine. For example, one might expect to reach the toner dispense assembly from the front or from above, but you’ll see that it’s actually easy to remove from the rear.

Looking at the front of the machine (photos 1 and 2), you can see the singlepass document handler (SPDH) up top.

This type of document feeder gets its

Photo 2: front view, door open

www.enxmag.com | March 2020

Photo 3: left door open

name from a clever design which scans both sides of a duplex document at the same time. You can also see the user interface (UI), or control console, and below that is either a horizontal transport (for bringing the copies over to a finisher, if one is installed) or a centrally located output tray assembly.

Let’s take a look under the hood. If you open the front door (photo 2), you’ll see the toner cartridge and imaging unit (drum cartridge). To remove the drum cartridge, open the left door assembly, pivot the drum latch downward and then slide the cartridge out through the front.

These machines are dual-component, but the developer station is the lower half of the imaging unit—replacing the imaging unit replaces the developer at the same time.

Next, if you go to the left side of the machine and open the left door assembly (photo 3), you can access the fuser module and transfer roll assembly (BTR).

The fuser is easily removed by releasing two thumbscrews. The transfer roll is on the door itself; it comes off just as easily by pinching the two release clips. You can continued on page 52

We Saw It In ENX Magazine

OEM H.P Powder Toner 18 lbs. of toner per jug All HP monochrome printers Toner is abstracted from OEM H.P cartridges, sifted and screened Sold by the jug or pallet $15.00 per jug Excludes taxes and shipping costs

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51

An Anatomy Lesson: Xerox WorkCentre 5945/5955 and AltaLink B8090 Families Repair Procedures, Part 1

Photo 4: rear view with cover off

also see the inverter/exit transport up top, as well as the registration (timing) roller.

Removing the rear cover, you’ll see lots of goodies inside (photo 4), all relatively easy to access and remove. At the top left is the single board controller module (SBC). To the right of that is the exit drive module, which is driven by a belt extending down to a pulley on the main drive module. You can also see the IOT board (main engine control board).

Below that, in the lowermost left corner, is the power supply unit (combined lowvoltage and AC power supplies). The high-voltage power supply (HVPS) can also be found here, between the IOT board and single board controller module.

The HVPS is easily overlooked, as it is laying flat attached to a metal plate.

Here are quick descriptions of how to remove these parts: • Main drive module (with main, xerographic and registration drive motors): 1. Remove the fuser and the print (drum) cartridge and put the cartridge in a black bag to protect it from light.

2. Loosen the screw which holds the exit drive belt tensioner and disengage the belt.

3. Disconnect two connectors and remove six screws.

4. Release the registration roll drive belt from inside the frame.

5. Now the main drive module can come off the rear of the machine.

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www.enxmag.com | March 2020

Note: When reinstalling, take care not to trap the wiring harness, which runs along the left side of the assembly beneath the module.

• High voltage power supply (HVPS): 1. Remove one connector (P/J 830) and two screws from the plate at the rear frame.

2. Slide the HVPS out along its two guide slots.

• IOT board (main engine control board): 1. Disconnect the many connectors from the board, as well as the eight screws.

Note: when reinstalling, you’ll see that P/J 758, 778, 780 are not connected, and P/J 775 will only be connected if the machine has a Tray 4 installed.

• Single board controller (SBC) module: 1. If replacing the SBC module or any of its components, always first perform memory save/restore onto a USB stick so you can restore settings later.

2. Remove the SBC module’s outer plate (four screws).

3. Disconnect the nine electrical connectors and remove the two screws from the bottom.

4. Slide the SBC module to the right to release its four locating tabs.

5. Only change one board at a time so the machine can maintain its serial number data accurately. At least two out of the three locations that maintain the serial number, market and supply-plan details must agree with each other for the machine to maintain this data successfully. The three memory locations are the hard drive (HDD), the IOT board and the scanner control board. If this data is lost or corrupted, you will need to call the OEM dealership for a code to reset the serial number.

6. Always keep the SIM card with the original machine, as it has the machine’s serial number written to it. This is critical to maintaining and restoring the machine’s configuration.

• Toner dispense assembly: 1. Remove the toner cartridge. You can get at the toner dispense assembly through the hole in the rear frame, just below the SBC module and above the HVPS (photo 5).

Photo 5: toner dispense assembly removal

2. Disconnect P/J 850 from the SBC board; the large red-and-black wiring harness would be in your way, otherwise.

3. Remove the three screws that hold the black plastic of the dispenser to the rear frame, and disconnect the wiring harness connector (this connector could disappear into the machine’s inner cavity, so don’t lose track of it and don’t forget to reconnect it during reassembly).

4. Pivot the assembly gently counterclockwise a little, and it will slide to your left, then carefully extract it from the hole in the frame.

5. When positioning the new assembly in place, place the two locating holes over the locating pins on the HVPS tray assembly.

6. Because a new assembly is void of toner, you need to move some into the dispenser. Run both the print cartridge motor (component control code 093045) and the toner cartridge motor (code 093-040) from diagnostics (eight times at five seconds each, for a total of 40 seconds, should do the trick). This will assure the toner supply is continuous and you don’t end up with toner dispense errors right away.

We’ve covered a decent amount of ground, but this machine deserves a second article to complete the picture. So next time, we’ll take a peek at the paper feed heads, the power supply unit (LVPS) and the document feeder (SPDH). ♦

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