{"id":66511,"date":"2025-09-29T04:31:57","date_gmt":"2025-09-29T11:31:57","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=66511"},"modified":"2025-09-29T04:31:58","modified_gmt":"2025-09-29T11:31:58","slug":"focus-forward-definitive-technology-solutions-carves-out-niche-in-competitive-market","status":"publish","type":"post","link":"http:\/\/www.enxmag.com\/twii\/dealer-spotlight\/2025\/09\/focus-forward-definitive-technology-solutions-carves-out-niche-in-competitive-market\/","title":{"rendered":"Focus Forward: Definitive Technology Solutions Carves Out Niche in Competitive Market"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

Filmmaker George Lucas, architect of the Star Wars movie franchise, once observed, \u201cAlways remember, your focus determines your reality.\u201d It was, in part, a nod to the notion that our mindset and focus greatly influence our experiences and, perhaps more importantly, outcomes.<\/p>\n\n\n\n

While it isn\u2019t known if Mark Stokes and Gordon Running have ever relied on The Force, it\u2019s clear the executive ownership tandem at Definitive Technology Solutions of Bloomington, Minnesota, would have made for fine Jedi, given their ironclad resolve to focus on those elements that create successful outcomes for the dealership. They know their strengths and avoid the temptation to be all things to all customers.<\/p>\n\n\n\n

While Stokes and Running are industry lifers of over 30 years, their dealership is barely old enough to drink, so to speak. They\u2019re the new kids on the office technology block, living in a geographic neighborhood that includes tough hombres Marco, Loffler Companies and Coordinated Business Systems in addition to a number of manufacturer direct branches. Fortunately, the Twin Cities is reportedly the 15th-largest print\/copy market in the nation, creating more than enough opportunities to go around. DTS keeps its eyes on its own proverbial paper, however, and has enjoyed a winning streak that culminated with the company\u2019s best-ever revenue performance (approaching $15 million) in 2024.<\/p>\n\n\n\n

\"\"
From left, Mark Stokes, David Lloyd and Gordon Running showcase DTS\u2019 Sharp AAA Platinum Level Service Provider award<\/figcaption><\/figure>\n\n\n\n

That growth has been partly driven by DTS\u2019 quest to capture net-new business. It\u2019s a pivotal topic in weekly sales meetings and monthly management discussions. But the owners don\u2019t have a secret playbook, nor will they stake claim to a secret sauce or an out pitch. There are no slang phrases, just a disciplined approach to following the fundamentals that have long enabled salespeople in every industry to flourish and take down net-new accounts. Simply put, cold calling\u2014knocking on doors.<\/p>\n\n\n\n

\u201cOur company is only 21 years old, so new business is the focus,\u201d said Running, president and COO. \u201cWe tweak the compensation for net-new, and like other companies, we do promotions and contests as incentives. But the biggest thing is our industry has an aging sales and service population. They\u2019ve been around forever, and they\u2019re getting ready to retire, so they\u2019re not out there chasing business. Our people are young, hungry and focused, and they\u2019re out pursuing opportunities.\u201d<\/p>\n\n\n\n

Stokes, the CEO of DTS, points out that another subset of up-for-grabs clients yearns to escape subpar service and lackluster response times, inaccurate billing and other maladies borne of vendor inattentiveness and complacency. Capitalizing there fuels the net-new growth even more.<\/p>\n\n\n\n

\u201cThey want to go after it. Our reps are going belly to belly with prospects, and that\u2019s the old-school approach I was taught a lifetime ago,\u201d he said.<\/p>\n\n\n\n

Turn Back the Clock<\/strong><\/p>\n\n\n\n

Running and Stokes met in late 1993, handling color solution sales for an IKON Office Solutions branch that was once the largest independent dealership in the country. In 1997, the duo received an offer to guide a small, family-owned operation in Minnesota, which turned into a five-year stint. Eventually, they wanted to add their own signature to a dealership, thus Document Technology Solutions was born in August 2004 (the Document name was later swapped out in favor of Definitive). The business didn\u2019t boast revenue or clients.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Today, the company remains in the same facility but is significantly larger. Its crew of 56 team members help support DTS\u2019 primary lines of Sharp and HP. Managed IT and voice complement a growing base of newer solutions that include interactive displays, audio-visual equipment, projectors and physical security\/access systems. DTS\u2019 primary battleground is the seven-county Twin Cities metro area. Up-and-down-the-street business is the main target, but Stokes wouldn\u2019t rule out taking a more vertical approach, particularly as the company seeks to add an additional sales team.<\/p>\n\n\n\n

Running credits then-Sharp VP of Dealer Development Mike Brigner for taking a flier on the new dealership as part of their reseller network. \u201cIt was a big risk for Sharp,\u201d he said. \u201cWe were unique in starting a dealership from scratch with no company ownership, customers or anything else. It was a lot of fun\u2014exciting and nerve-wracking at the same time. It paid off, as we\u2019ve been doing a great job for Sharp for many, many years. But it was difficult to get started.\u201d<\/p>\n\n\n\n

\"\"
DTS’ top performers enjoy the Eagles Club trip to Cabo San Lucas<\/figcaption><\/figure>\n\n\n\n

The company\u2019s watershed event in its brief history was the 2013 rollout of managed network services. Today, it accounts for 45% of the company\u2019s overall revenues, having grown at a 30% annual clip during the past five years. Stokes projects 2025 will be another record year once all the receipts have been tallied.<\/p>\n\n\n\n

Managed IT\u2019s role as the primary growth catalyst is undeniable. DTS doesn\u2019t farm out any aspect of the offering. Level-one help desk, network operations center, customer service, managers and engineers\u2014it\u2019s all maintained in-house.<\/p>\n\n\n\n

\u201cThe key differentiator is that we\u2019ve been able to show people that we\u2019re super responsive because we control the whole process,\u201d Running said. \u201cEven our level ones go out to our accounts to implement laptops or desktops. Clients get to know our techs on a personal level, and they see that we\u2019re here for them.\u201d<\/p>\n\n\n\n

Palpable Excitement<\/strong><\/p>\n\n\n\n

DTS\u2019 talent roster, as much as anything, is responsible for the impressive growth. \u201cOur people love it here. They\u2019re energized, and that\u2019s apparent to prospects when they come in for a demo,\u201d Stokes added. \u201cOur people are invested in the accounts and the deliveries. They\u2019re all about getting it right for the customer and jumping through whatever hoops are necessary. They want to take care of the customer, and that\u2019s an attitude echoed throughout the company.\u201d<\/p>\n\n\n\n

\"\"
Qualifiers for the service and admin award trip enjoy an experience in sunny Phoenix<\/figcaption><\/figure>\n\n\n\n

One of DTS\u2019s bigger challenges in 2025 revolved around the managed voice offering, which grew substantially in the past year. The owners sought to garner momentum with phones via a white-label offering. But when its vendor of choice changed business models and moved away from supporting managed network companies, DTS couldn\u2019t source a white-label option that was a high-margin business with the level of quality the dealer wanted to provide. Now, instead of the white-label route, DTS will be using master agents. Running points out the company won\u2019t be eliminating its voice engineers; they\u2019ll be adding an additional layer to complement the standard support offered by companies such as Nextiva, RingCentral or 8×8.<\/p>\n\n\n\n

Marketing Magic<\/strong><\/p>\n\n\n\n

The push for new logos was augmented by significant marketing investments, such as the implementation of Salesforce and the addition of a full-time marketing director, both of which occurred roughly a year ago. It\u2019s enabled the dealer to pivot and gain momentum through email campaigns, database scans and proposals. Stokes believes it\u2019s made DTS more competitive and has more than justified the financial outlay.<\/p>\n\n\n\n

\u201cWhen it comes to the bigger opportunities, you have one shot to put your best foot forward,\u201d he offered. \u201cWe can turn things quicker and polish proposals in a more professional manner. It\u2019s made a difference. Plus, when we\u2019re able to win a client on the imaging side, within about nine months they\u2019re asking about our other offerings because they\u2019ve had such a good experience with us.\u201d<\/p>\n\n\n\n

Tammy Brandt, director of administration for DTS and a 19-year team member, sees the marketing push as a continuation of the evolution that\u2019s been unfolding since the company went through a rebrand 10 years ago. \u201cThat opened us up to all the different markets we\u2019re in now,\u201d she said. \u201cWe feel adding the new marketing head, attacking social media and communicating with our customers better and more frequently will take us to another level and open more opportunities.\u201d<\/p>\n\n\n\n

DTS is still in the discovery phase when it comes to artificial intelligence (AI). Running sees Microsoft\u2019s Copilot as having the potential to enhance multiple departments. In terms of sales and support, he sees the company possibly leveraging Rewst to open and close level-one service tickets and boost efficiency. Sales and marketing can reap benefits from pitch scripting and client research to campaign construction, and Running sees a great opportunity for automated customer support and perhaps copier setup functions.<\/p>\n\n\n\n

One area DTS is unlikely to explore in the near future is growth through acquisitions. Despite the ongoing erosion of office clicks, Stokes sees plenty of opportunities to expand significantly within DTS\u2019 back yard for decades to come, eliminating the need to explore other geographies. But while they\u2019re not looking, that hasn\u2019t stopped the constant flood of calls from competitors inquiring about their interest in selling DTS. Some weeks, the call volume reaches double digits. And the response is always \u201cno thank you.\u201d<\/p>\n\n\n\n

\u201cWe\u2019re fairly unique, fitting in that space where buyers look to add solid revenue,\u201d Stokes remarked. \u201cThere just aren\u2019t a lot of independent dealers in our revenue range, and the smaller dealers have already been gobbled up. So there\u2019s not a lot of us left to pick from.\u201d<\/p>\n\n\n\n

Service Extraordinaire<\/strong><\/p>\n\n\n\n

Another point Stokes feels sets his company apart from the pack is its demonstrated service acumen. DTS is highly decorated, having achieved Sharp\u2019s Platinum Level Service for 14 consecutive years. The company is also gunning for a 12th straight AAA Platinum Service Provider rating, and Stokes points out that only about 25 dealers nationwide achieve the AAA standard.<\/p>\n\n\n\n

\"\"
Mark Stokes (left) and Gordon Running grill up some good times<\/figcaption><\/figure>\n\n\n\n

\u201cMuch of that success can be attributed to our first employee and director of service, David Lloyd,\u201d said Stokes. \u201cDavid brings exceptional technical expertise and a true client-first mindset\u2014he\u2019s focused on not just repairing the equipment but also ensuring a great customer experience.\u201d<\/p>\n\n\n\n

The honors aren\u2019t just a nod to technical knowledge and the ability to turn a wrench, according to Stokes. It reflects the aforementioned dedication to customer service that extends from bow to stern within the walls at DTS. Not to mention it keeps the customers coming back.<\/p>\n\n\n\n

\u201cIt\u2019s contagious, a domino effect,\u201d he said. \u201cWe\u2019re all trying to get to the same place.\u201d<\/p>\n\n\n\n

It\u2019s that same attitude leadership seeks to instill in the next generation of service technicians. Running notes that two years ago, it became clear some of the more veteran techs were approaching retirement age. That led to a concerted recruitment initiative to bring in younger team members to be trained as techs. Their success dispels the popular notion that millennials and Gen Z youngsters are conditioned to pursue IT roles.<\/p>\n\n\n\n

What\u2019s most heartening is the tech candidates are being referred by DTS team members, who in essence act as de facto recruiters, further underscoring the positive \u201cDTSers\u201d attitude (the company also pays a \u201csignificant\u201d referral fee). And the referrals cross over into every department, ensuring the dealer is adding personnel aligned with their culture.<\/p>\n\n\n\n

\"\"
A cruise on Lake Minnetonka was one highlight of Definitive Technology Solutions’ 20th anniversary celebration<\/figcaption><\/figure>\n\n\n\n

\u201cI wasn\u2019t sure how the recruitment would go, honestly, because it\u2019s a pretty antiquated business and fairly commoditized,\u201d Running added. \u201cJudging by the smiles on their faces, I\u2019d say they\u2019re excited. They\u2019re still learning, but they\u2019ve been going on calls here and there. It\u2019s fantastic to see.\u201d<\/p>\n\n\n\n

Future Planning<\/strong><\/p>\n\n\n\n

The groundwork is being laid for continued success at DTS. Last spring, the dealer added its first vice president of sales, who will eventually have oversight of imaging, IT and telecom. The addition of a marketing professional and the second full sales team (a process currently under way) will also go a long way toward meeting the company\u2019s stated goal of doubling in size over the next five years.<\/p>\n\n\n\n

However, it can\u2019t be accomplished at the expense of the corporate culture. Brandt notes the personnel buy-in will be simplified by giving the newbies ownership in what they do, much like what\u2019s done with incumbent employees.<\/p>\n\n\n\n

\"\"
Admin staffers (from left) Tammy Brandt, Rochelle Heston and Suzanne Kohnke have a little fun during the Summer of Sharp BBQ<\/figcaption><\/figure>\n\n\n\n

\u201cWe really help them understand our business and our goals, where we\u2019re headed,\u201d she said. \u201cWe give them a great vision for the future. I feel that helps people not only want to work here but also stick around long term in order to be a part of it.\u201d<\/p>\n\n\n\n

From an offering standpoint, Running believes the key to fulfilling the growth initiative will be the proliferation of \u201csmaller product sets\u201d including voice, AV and physical security. That will complement the already-significant opportunities that exist for copiers and managed IT, which he estimates to be a billion-dollar market in Minnesota for each offering.<\/p>\n\n\n\n

\u201cThere are a lot of opportunities for us, and it\u2019s just a matter of dedicating the financial resources we need,\u201d Running said. \u201cWe don\u2019t have any private-equity backing, so it all comes through cash flows. So we need to grow responsibly as well. But everything looks good moving forward.\u201d
\u201cIt all comes back to focus,\u201d Stokes added. \u201cThe goals are there, and the plans are there. It\u2019s now a matter of following those steps and putting in the work.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"

Filmmaker George Lucas, architect of the Star Wars movie franchise, once observed, \u201cAlways remember, your focus determines your reality.\u201d It was, in part, a nod to the notion that our mindset and focus greatly influence our experiences and, perhaps more importantly, outcomes. While it isn\u2019t known if Mark Stokes and Gordon Running have ever relied on The Force, it\u2019s clear the executive ownership tandem at Definitive Technology Solutions of Bloomington, Minnesota, would have made for fine Jedi, given their ironclad resolve to focus on those elements that create successful outcomes for the dealership. They know their strengths and avoid the temptation to be all things to all customers. While Stokes and Running are industry lifers of over 30 years, their dealership is barely old enough to drink, so to speak. They\u2019re the new kids on the office technology block, living in a geographic neighborhood that includes tough hombres Marco, Loffler Companies and Coordinated Business Systems in addition to a number of manufacturer direct branches. Fortunately, the Twin Cities is reportedly the 15th-largest print\/copy market in the nation, creating more than enough opportunities to go around. DTS keeps its eyes on its own proverbial paper, however, and has enjoyed a winning streak that culminated with the company\u2019s best-ever revenue performance (approaching $15 million) in 2024. That growth has been partly driven by DTS\u2019 quest to capture net-new business. It\u2019s a pivotal topic in weekly sales meetings and monthly management discussions. But the owners don\u2019t have a secret playbook, nor will they stake claim to a secret sauce or an out pitch. There are no slang phrases, just a disciplined approach to following the fundamentals that have long enabled salespeople in every industry to flourish and take down net-new accounts. Simply put, cold calling\u2014knocking on doors. \u201cOur company is only 21 years old, so new business is the focus,\u201d said Running, president and COO. \u201cWe tweak the compensation for net-new, and like other companies, we do promotions and contests as incentives. But the biggest thing is our industry has an aging sales and service population. They\u2019ve been around forever, and they\u2019re getting ready to retire, so they\u2019re not out there chasing business. Our people are young, hungry and focused, and they\u2019re out pursuing opportunities.\u201d Stokes, the CEO of DTS, points out that another subset of up-for-grabs clients yearns to escape subpar service and lackluster response times, inaccurate billing and other maladies borne of vendor inattentiveness and complacency. Capitalizing there fuels the net-new growth even more. \u201cThey want to go after it. Our reps are going belly to belly with prospects, and that\u2019s the old-school approach I was taught a lifetime ago,\u201d he said. Turn Back the Clock Running and Stokes met in late 1993, handling color solution sales for an IKON Office Solutions branch that was once the largest independent dealership in the country. In 1997, the duo received an offer to guide a small, family-owned operation in Minnesota, which turned into a five-year stint. Eventually, they wanted to add their own signature to a dealership, thus Document Technology Solutions was born in August 2004 (the Document name was later swapped out in favor of Definitive). The business didn\u2019t boast revenue or clients. Today, the company remains in the same facility but is significantly larger. Its crew of 56 team members help support DTS\u2019 primary lines of Sharp and HP. Managed IT and voice complement a growing base of newer solutions that include interactive displays, audio-visual equipment, projectors and physical security\/access systems. DTS\u2019 primary battleground is the seven-county Twin Cities metro area. Up-and-down-the-street business is the main target, but Stokes wouldn\u2019t rule out taking a more vertical approach, particularly as the company seeks to add an additional sales team. Running credits then-Sharp VP of Dealer Development Mike Brigner for taking a flier on the new dealership as part of their reseller network. \u201cIt was a big risk for Sharp,\u201d he said. \u201cWe were unique in starting a dealership from scratch with no company ownership, customers or anything else. It was a lot of fun\u2014exciting and nerve-wracking at the same time. It paid off, as we\u2019ve been doing a great job for Sharp for many, many years. But it was difficult to get started.\u201d The company\u2019s watershed event in its brief history was the 2013 rollout of managed network services. Today, it accounts for 45% of the company\u2019s overall revenues, having grown at a 30% annual clip during the past five years. Stokes projects 2025 will be another record year once all the receipts have been tallied. Managed IT\u2019s role as the primary growth catalyst is undeniable. DTS doesn\u2019t farm out any aspect of the offering. Level-one help desk, network operations center, customer service, managers and engineers\u2014it\u2019s all maintained in-house. \u201cThe key differentiator is that we\u2019ve been able to show people that we\u2019re super responsive because we control the whole process,\u201d Running said. \u201cEven our level ones go out to our accounts to implement laptops or desktops. Clients get to know our techs on a personal level, and they see that we\u2019re here for them.\u201d Palpable Excitement DTS\u2019 talent roster, as much as anything, is responsible for the impressive growth. \u201cOur people love it here. They\u2019re energized, and that\u2019s apparent to prospects when they come in for a demo,\u201d Stokes added. \u201cOur people are invested in the accounts and the deliveries. They\u2019re all about getting it right for the customer and jumping through whatever hoops are necessary. They want to take care of the customer, and that\u2019s an attitude echoed throughout the company.\u201d One of DTS\u2019s bigger challenges in 2025 revolved around the managed voice offering, which grew substantially in the past year. The owners sought to garner momentum with phones via a white-label offering. But when its vendor of choice changed business models and moved away from supporting managed network companies, DTS couldn\u2019t source a white-label option that was a high-margin business with the level of quality the dealer wanted to provide. Now, instead of the white-label route, DTS will be using […]<\/p>\n","protected":false},"author":166,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1643],"tags":[],"_links":{"self":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66511"}],"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=66511"}],"version-history":[{"count":4,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66511\/revisions"}],"predecessor-version":[{"id":66524,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66511\/revisions\/66524"}],"wp:attachment":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=66511"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=66511"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=66511"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}