{"id":55944,"date":"2023-06-29T10:50:27","date_gmt":"2023-06-29T17:50:27","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=55944"},"modified":"2023-06-29T10:50:29","modified_gmt":"2023-06-29T17:50:29","slug":"vertical-voyage-rough-waters-and-lost-accounts-await-unprepared-dealers","status":"publish","type":"post","link":"http:\/\/www.enxmag.com\/twii\/feature-articles\/2023\/06\/vertical-voyage-rough-waters-and-lost-accounts-await-unprepared-dealers\/","title":{"rendered":"Vertical Voyage: Rough Waters and Lost Accounts Await Unprepared Dealers"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

Garnering a reputation as a trusted source of technology and solutions that address a given vertical market entails diving into the deep end of the pool. Dealers need to be heavily fortified with subject-matter experts, an attentive and dedicated sales team and a service component that is responsive and effective. But sometimes, even that is not enough.<\/p>\n\n\n\n

As we put the wraps on our June State of the Industry report on vertical markets, we asked our panel of dealers to hold up a mirror to those competitors that are falling short of fulfilling their promises. What did the incumbents do, we asked, or not do that led the account to their doorstep? By the same token, our responders share the approach they took in illustrating their value to clients disappointed with the level of account service they\u2019d been receiving.<\/p>\n\n\n\n

OEM relationships have played a critical role on the back side of the pandemic, and those manufacturers who have been able to furnish parts and supplies in a timely manner have enjoyed a distinct advantage. Among them is United Business Technologies (UBT) of Gaithersburg, Maryland, which has benefitted from Canon\u2019s ability to furnish these resources.<\/p>\n\n\n\n

\"\"
Stu Wise, UBT<\/figcaption><\/figure><\/div>\n\n\n\n

According to UBT President and COO Stu Wise, some competitors attempt to \u201cattack everything and everybody\u201d from a vertical standpoint, while his dealership is more selective. He feels the key, particularly for smaller dealers, is to pick their spots and take a more judicious approach.<\/p>\n\n\n\n

\u201cThe biggest challenge that we see competitively is people dropping the ball with service and then not being able to fulfill inventory,\u201d he said. \u201cIf I was running a $20 million business, I\u2019d focus on one of the verticals and attack it, because I think you\u2019ll gain more traction that way.\u201d<\/p>\n\n\n\n

Many dealers suffer from a lack of resources that are necessary to be successful in a given vertical, notes Jay Cartisano, president of Cincinnati-based Prosource. It takes internal skill development of reps and managers, and an infrastructure to provide the level of service and support that verticals require, he added. Without them, a dealer will struggle to respond to the demands of the market.<\/p>\n\n\n\n

\"\"
Jay Cartisano, Prosource<\/figcaption><\/figure><\/div>\n\n\n\n

Cartisano also believes dealers must resist the urge to proffer a one-size-fits-all solution within a vertical. \u201cEnd-users are looking for a solution that directly addresses the challenges and pain points they face every day,\u201d he said. \u201cA proven track record and market-validated solutions are crucial to establishing the trust and credibility that a provider needs to be successful.\u201d<\/p>\n\n\n\n

He also cautions against fostering a narrow scope of services and expertise. \u201cAs verticals are increasingly looking to consolidate vendors, dealers that can\u2019t be a single-source provider for that range of technology needs may find themselves being replaced by those that can provide a more robust portfolio of solutions, such as enterprise content management, cybersecurity, and managed IT,\u201d Cartisano remarked.<\/p>\n\n\n\n

Changing Faces<\/strong><\/p>\n\n\n\n

\"\"
Dan Abbuhl, RBS<\/figcaption><\/figure><\/div>\n\n\n\n

Many dealers become vulnerable when they experience a high degree of turnover, but that hasn\u2019t been the case for Repeat Business Systems (RBS) of Albany, New York. It\u2019s not surprising for RBS reps to call on prospects and discover a degree of account neglect from incumbent providers. This ranges from a lack of account reviews to ineffective security protocols and too many touchpoints within a provider to solve various needs, according to President Dawn Abbuhl.<\/p>\n\n\n\n

\u201cWe make sure to ask a lot of questions and really understand what a customer is missing,\u201d she said. \u201cWe created a top 10 pain points list we compiled from information we gleaned from customers that we include in our presentations. We\u2019ll ask each client which ones they have experienced. It just comes down to asking the right questions.\u201d  <\/p>\n\n\n\n

It is that high degree of turnover that has added emphasis to the importance of cultivating deep and meaningful relationships with clients, notes James Loffler, president of Loffler Companies in St. Louis Park, Minnesota. Part of it entails delivering a consistent experience for clients and mitigating any changes to the way a dealer interacts with the account.<\/p>\n\n\n\n

\"\"
James Loffler, Loffler Companies<\/figcaption><\/figure><\/div>\n\n\n\n

Conversely, when accounts note a downgrade in their overall experience, it presents an opportunity for a dealer such as Loffler Companies to capitalize when the account begins to evaluate other suitors. \u201cAs more technology companies focus on bottom-line profits and less on the customer experience, the accounts feel it,\u201d he said. \u201cLoffler has always been focused on our people, our culture and delivering a world-class experience. We stay true to that, and our customers recognize it.\u201d<\/p>\n\n\n\n

Pinching Pennies<\/strong><\/p>\n\n\n\n

\"\"
Scott Titus, Usherwood<\/figcaption><\/figure><\/div>\n\n\n\n

There\u2019s really little a dealer can do when a prospective client seeks to ferret out the lowest-price solution to address their needs. In those cases, a client soon discovers that the lowest price often comes at a more troubling cost in the form of subpar service. It\u2019s not surprising for a dealer such as Usherwood Office Technology of Syracuse, New York, to see an account won by another provider to one day inquire about their services.<\/p>\n\n\n\n

\u201c<\/em>In many instances, these clients opted for the lowest-priced solution when we previously competed for their business, but they found their needs were not being met and the resulting problems were having an impact on their productivity and growth,\u201d noted Scott Titus, marketing director for Usherwood.<\/p>\n\n\n\n

\"\"
Josh Salkin, EDGE<\/figcaption><\/figure><\/div>\n\n\n\n

Indeed, it\u2019s oftentimes not a question of if, but a question of when an account will avail itself of your services. Patience is the key; just like fishing, a dealer may need to bide its time and give the line some slack before getting a \u201chit.\u201d In the meantime, cultivating relationships is the key to an eventual win, notes Josh Salkin, a partner with EDGE Business Systems in suburban Atlanta.<\/p>\n\n\n\n

\u201cWho you know is very important in any vertical,\u201d he said. \u201cIt takes years to build relationships as a trusted advisor.\u00a0As a prospect, you have to wait for turnover of reps in the industry and\/or failure by the previous vendor to provide adequate support.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Garnering a reputation as a trusted source of technology and solutions that address a given vertical market entails diving into the deep end of the pool. Dealers need to be heavily fortified with subject-matter experts, an attentive and dedicated sales team and a service component that is responsive and effective. But sometimes, even that is not enough. As we put the wraps on our June State of the Industry report on vertical markets, we asked our panel of dealers to hold up a mirror to those competitors that are falling short of fulfilling their promises. What did the incumbents do, we asked, or not do that led the account to their doorstep? By the same token, our responders share the approach they took in illustrating their value to clients disappointed with the level of account service they\u2019d been receiving. OEM relationships have played a critical role on the back side of the pandemic, and those manufacturers who have been able to furnish parts and supplies in a timely manner have enjoyed a distinct advantage. Among them is United Business Technologies (UBT) of Gaithersburg, Maryland, which has benefitted from Canon\u2019s ability to furnish these resources. According to UBT President and COO Stu Wise, some competitors attempt to \u201cattack everything and everybody\u201d from a vertical standpoint, while his dealership is more selective. He feels the key, particularly for smaller dealers, is to pick their spots and take a more judicious approach. \u201cThe biggest challenge that we see competitively is people dropping the ball with service and then not being able to fulfill inventory,\u201d he said. \u201cIf I was running a $20 million business, I\u2019d focus on one of the verticals and attack it, because I think you\u2019ll gain more traction that way.\u201d Many dealers suffer from a lack of resources that are necessary to be successful in a given vertical, notes Jay Cartisano, president of Cincinnati-based Prosource. It takes internal skill development of reps and managers, and an infrastructure to provide the level of service and support that verticals require, he added. Without them, a dealer will struggle to respond to the demands of the market. Cartisano also believes dealers must resist the urge to proffer a one-size-fits-all solution within a vertical. \u201cEnd-users are looking for a solution that directly addresses the challenges and pain points they face every day,\u201d he said. \u201cA proven track record and market-validated solutions are crucial to establishing the trust and credibility that a provider needs to be successful.\u201d He also cautions against fostering a narrow scope of services and expertise. \u201cAs verticals are increasingly looking to consolidate vendors, dealers that can\u2019t be a single-source provider for that range of technology needs may find themselves being replaced by those that can provide a more robust portfolio of solutions, such as enterprise content management, cybersecurity, and managed IT,\u201d Cartisano remarked. Changing Faces Many dealers become vulnerable when they experience a high degree of turnover, but that hasn\u2019t been the case for Repeat Business Systems (RBS) of Albany, New York. It\u2019s not surprising for RBS reps to call on prospects and discover a degree of account neglect from incumbent providers. This ranges from a lack of account reviews to ineffective security protocols and too many touchpoints within a provider to solve various needs, according to President Dawn Abbuhl. \u201cWe make sure to ask a lot of questions and really understand what a customer is missing,\u201d she said. \u201cWe created a top 10 pain points list we compiled from information we gleaned from customers that we include in our presentations. We\u2019ll ask each client which ones they have experienced. It just comes down to asking the right questions.\u201d   It is that high degree of turnover that has added emphasis to the importance of cultivating deep and meaningful relationships with clients, notes James Loffler, president of Loffler Companies in St. Louis Park, Minnesota. Part of it entails delivering a consistent experience for clients and mitigating any changes to the way a dealer interacts with the account. Conversely, when accounts note a downgrade in their overall experience, it presents an opportunity for a dealer such as Loffler Companies to capitalize when the account begins to evaluate other suitors. \u201cAs more technology companies focus on bottom-line profits and less on the customer experience, the accounts feel it,\u201d he said. \u201cLoffler has always been focused on our people, our culture and delivering a world-class experience. We stay true to that, and our customers recognize it.\u201d Pinching Pennies There\u2019s really little a dealer can do when a prospective client seeks to ferret out the lowest-price solution to address their needs. In those cases, a client soon discovers that the lowest price often comes at a more troubling cost in the form of subpar service. It\u2019s not surprising for a dealer such as Usherwood Office Technology of Syracuse, New York, to see an account won by another provider to one day inquire about their services. \u201cIn many instances, these clients opted for the lowest-priced solution when we previously competed for their business, but they found their needs were not being met and the resulting problems were having an impact on their productivity and growth,\u201d noted Scott Titus, marketing director for Usherwood. Indeed, it\u2019s oftentimes not a question of if, but a question of when an account will avail itself of your services. Patience is the key; just like fishing, a dealer may need to bide its time and give the line some slack before getting a \u201chit.\u201d In the meantime, cultivating relationships is the key to an eventual win, notes Josh Salkin, a partner with EDGE Business Systems in suburban Atlanta. \u201cWho you know is very important in any vertical,\u201d he said. \u201cIt takes years to build relationships as a trusted advisor.\u00a0As a prospect, you have to wait for turnover of reps in the industry and\/or failure by the previous vendor to provide adequate support.\u201d<\/p>\n","protected":false},"author":166,"featured_media":55945,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,87,1638],"tags":[2258],"_links":{"self":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/55944"}],"collection":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=55944"}],"version-history":[{"count":1,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/55944\/revisions"}],"predecessor-version":[{"id":55946,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/55944\/revisions\/55946"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/55945"}],"wp:attachment":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=55944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=55944"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=55944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}