I can always count on Lexmark’s Phil Boatman to succinctly answer questions related to anything Lexmark and that’s what he did when I recently asked what Lexmark has planned for its dealer channel in 2014. If you’re a Lexmark dealer you’ll find his comments noteworthy, if you weren’t aware of these developments already. If you’re not a Lexmark dealer, I think you’ll appreciate hearing what this vendor has in store for its dealer channel in the coming year. Who knows, these comments might just inspire you to take a second look at Lexmark.
“Lexmark is altering its training delivery method to dealers,” says Boatman. “This ‘power-messaging’ is more hands-on and visual in nature, and will allow dealers to more easily sink their teeth into meaningful sales talk-tracks. Lexmark has already conducted this training with some select dealers and will be rolling this out widespread in 2014.
“The expectation is that dealers will have more tools at their disposal with their customers, to hit the key messages necessary to drive value-specific conversations that address all facets of linking people, processes, and technology. These new training and presentation techniques will be coupled with an expansion of new Web-tools designed to make the dealer rep job easier than ever. [Plus] rich online content that is readily available to dealer sales reps will be a primary offering.”
Looking at new or recently introduced products/programs that will impact dealer’s bottom lines this year, Boatman reveals:
“Lexmark has invested heavily in workflow/solutions specialists that are dedicated to the dealer’s success. These Solutions Business Development Managers are focused on training dealer sales reps, driving workflow-led sales opportunities, assisting with implementation at the customer, and transferring subject matter expertise to our dealers. These dedicated resources will provide Lexmark dealers with the ability to separate themselves from the competition and drive true customer-first differentiation that will provide a unique position of consultation as opposed to traditional box-selling. Lexmark will continue to provide mid-size customers with simple-to-customized software solutions that translate to real cost-savings, efficiencies, and improved productivity.”
