Mike Marusic
In 2013, market expansion opportunities for imaging industry dealers will arise through customer-managed service offerings. Dealers can leverage their existing relationships to develop a broad array of IT support services for their customers to further grow revenue opportunities. Furthermore, the economy will remain a significant challenge for dealers and their customers. This is an opportunity for dealers to provide added value for customers while improving their own business operations.
Since overall economic growth is uncertain, dealers must operate as efficiently as possible by continuing to manage cash flow in a way that positions their companies for success and allows them to compete with IT-based companies with different operating models. At the same time, dealers with proven support capabilities can use this opportunity to expand relationships to include other service-based offerings. While end users will still be cost-conscious with their imaging budget, the blending of other services will enable dealers to more effectively support their customers.
Dealers should be prepared to transition conversations from a product price discussion to an overall efficiency proposal on office technology solutions, as end-users look to dealers for guidance on customized offerings that best assist business growth. The most successful dealers will continue to fully leverage the capabilities of a smart MFP system through service offerings and customer support. Examples of leveraging the capabilities of today’s smart MFP into an IT service offering can be seen in Sharp’s OSA integration. By leveraging OSA, scanning capabilities and an integrated keyboard, many dealers have transitioned from being the “copier company” to a key consultant for customers’ Document Workflow and Security processes. This type of valuable integration leads to further advisory roles for dealers in helping their customers improve their overall efficiencies.
By expanding their range of smart service offerings, dealerships will be able to forge a new bond with customers by recognizing and helping to efficiently meet their business requirements. In 2013, the opportunity for complete customer satisfaction will become a profitable asset that in turn, will grow a dealer’s business.
