Every net-new account represents a victory for an account representative and the dealership name on his/her uniform, so to speak. By the same token, it also signals a squandered account for another vendor, be they a dealer, manufacturer direct operation or managed service provider. Sometimes (but not often) it’s a matter of price. Oftentimes, neglect can cause the account to flip. Plain-old incompetence also can’t be ruled out.
However, our money is on the takedown resulting from the new provider offering a more comprehensive value package that incorporates elements beyond the MFP. Be sure to check out our October issue, which will fully touch upon coveting (and whisking away) thy neighbor’s accounts. For now, we bid adieu to our State of the Industry report on vertical selling with a heaping helping of what pitfalls dealers should be avoiding to maintain their current book of business.
One of the biggest missteps a dealer can make is not being fully fluent in the client’s industry. According to Vince Miceli, vice president of technology for Pulse Technology in Schaumburg, Illinois, it’s often the case where providers take a one-size-fits-all approach that skirts compliance needs, workflow demands and operational pressures.
“We frequently win accounts from competitors who failed to deliver consistent support, lacked subject-matter expertise, or disappeared after installation,” he said. “Clients come to us because we listen, tailor solutions and follow through—every time.”
Beyond Hardware
Another fatal flaw, notes Rich Simons, a founder and owner of suburban Atlanta firm EDGE Business Systems, is the tendency to broach recommendations with a hardware-only flavor. It’s a breach of Sales 101 on several levels, particularly the opportunity to furnish end-to-end solutions.
“Clients are looking for comprehensive solutions that address security, compliance, remote printing, scanning to the cloud and cost containment,” Simons remarked. “It’s important to investigate what software programs and key documents are important and build a recommendation that offers value.”
Now and then, dealer reps need a gentle reminder that their primary value proposition is not one of the low-cost option. Ideally, positioning yourself as the consultative guru who can cobble together an RFP that skips the race-to-the-bottom mentality in favor of a needs-based pitch will win the day—and the business.
“It’s so critical to separate yourself and your services and the value you offer,” noted Joshua Wickstrom, co-owner of Sharp Business Innovations (SBI) in Longmont, Colorado. “If what you offer is greater than the overall price, you’ll never have to discount your services. We talk about more than price, we talk about how our solution will benefit them today, tomorrow and two years from now.”
Some of the more important subjects Wickstrom leans on are immediate response time, auto toner replenishment and the flexibility to upgrade or downgrade the end-user’s technology. “Make changes to your technology as you go,” he said. “Change is the most consistent thing in life. What works for you today might not work three years from now. With other dealers, you are stuck with your lease and equipment. With SBI you have flexibility to upgrade or downgrade. You give the client control over their technology.”
Support System
A lack of ongoing support can be devastating for any dealer-end-user relationship. Some of the new accounts landed by KDI Office Technology of Aston, Pennsylvania, often began as prospects who were frustrated by slow service and poor communications. Rick Salcedo, president and CEO, points out that KDI provides local support for everything it sells—backed by service and customer support functions ably delivered by its in-house team in the mid-Atlantic region.
“This ensures that our clients receive timely, responsive, and personalized service, and can count on us as a long-term partner—not just for the initial installation, but throughout the entire lifecycle of our solutions,” Salcedo noted.
Investing in vertical expertise helps stave off complacency and energizes a dealer’s team. “Without specialized knowledge, service teams struggle to meet the demands of specific industries,” he added. “At KDI, we hire experts and train our teams to speak the language of each vertical, ensuring our solutions are as relevant as possible.”
Dated intelligence can signify you, as a dealer, are not closely attuned to what is going on within an industry. Without parroting the punchline to your grandfather’s reminder about “what happens when you assume,” dealers must be on the leading edge of a vertical’s talk track. As Doceo Director of Marketing Jim Haney notes, it’s all about understanding what’s happening today as opposed to 1-2 years ago.
“Industries are continuously evolving, making it critical to stay active and engaged,” Haney remarked. “This involves scheduling regular discussions with key industry stakeholders, closely monitoring trends, reading relevant articles, and maintaining a consistent presence within the specific vertical’s ecosystem. By actively adapting our solutions and strategies to the ongoing, evolving needs of each market, we ensure alignment and sustained success within these verticals.”
