Rick Salcedo struck a philosophical chord in observing that strong partnerships forged between an office technology dealer and its clients cannot thrive on service contracts alone. The CEO of KDI Office Technology in Aston, Pennsylvania, believes the true bonds are shared values and community support. The main thrust, he said, is to engage with clients as neighbors, advocates and allies in their missions.
In this week’s State of the Industry report on serving vertical markets, our dealer panel examines the importance of being active participants in a client’s cause, which is not relegated to non-profits and health care entities. The very nature of a customers’ profession may lend itself to engaging with them in fundraising opportunities, such as funding a hospital’s patient resource support. However, cure and prevention fundraising causes—perhaps the product of a team or family member’s affliction—cut across every business segment.
In the case of KDI, it participates in and sponsors fundraising events, charity runs, school functions, and awareness campaigns organized by its education, health care and non-profit clients. From supporting a hospital’s breast cancer awareness walk to donating technology for a school district’s silent auction or sponsoring local scholarship programs, the dealer casts itself as an active member of the community and not just a vendor. Salcedo feels it strengthens loyalty, humanizes the brand, and aligns it more closely with the missions that drive customers.
“Our team often volunteers time and resources to these causes as well,” he added. “These efforts help us deepen relationships, build trust, and gain a better understanding of the people and causes our clients care about. It’s also a core part of what makes KDI’s culture special—our employees are proud to work for a company that gives back and gets involved.”
The practice of giving back and supporting fellow alliances is key to the success of Sharp Business Innovations. Joshua Wickstrom, co-owner of the Longmont, Colorado-based dealer, subscribes to the “high tide raises all boats” philosophy and firmly believes camaraderie and supporting those who support his company make for a lasting bond.
“We have sponsored golfing events and guest dinners, we have contributed to local fundraisers, and we have sponsored non-profit organizations like The Therapeutic Riding Center and Habitat for Humanity,” Wickstrom added. “We are involved in our community. We often host networking meetings for young entrepreneurs that give folks a common place to gather and network.”
Support and participation in causes is a reflection of the dealer’s culture and speaks to its values, which is the case of Doceo, based in York, Pennsylvania. Jim Haney, chief marketing officer, notes the company participates in fundraising activities, sponsorships and awareness initiatives that support its vertical markets.
“Our team volunteers time and resources for nonprofit initiatives, educational programs, and faith-based events, demonstrating genuine commitment and fostering deeper connections within these communities,” Haney said.
