Are you currently thinking about adding a new non-MFP hardware item to your product catalog, or is it something you’ve kicked around in the past? Would you benefit from ancillary revenue to offset the volume loss from the big boxes? The second question is silly; of course, you would. But even the most basic of offerings requires an investment in time, money and resources. It’s hardly a set-it-and-forget-it proposition.
As you ponder whether the juice is worth the proverbial squeeze, we cap off this month’s look at non-MFP hardware options with some tips and tricks from the folks who have already committed themselves to becoming successful with a given offering. While you don’t need a sales primer, every product has its nuances that should be considered.
When it comes to unified communications-as-a-service (UCaaS), Tom Ouellette—the president of Budget Document Technology in Lewiston, Maine—offers six talking points that bear considering, as they can enhance your odds of success. They are:
Leverage your existing service relationships for credibility. Your current clients already trust your technical capabilities and service commitment. Use routine maintenance calls and account reviews to identify communication frustrations.
“Clients who rely on you for critical document workflows will naturally extend that trust to communications systems when you demonstrate competence,” he noted.
Focus on operational pain points, not technical features. Don’t lead with VoIP capabilities or cloud platform benefits. Instead, identify specific communication bottlenecks—missed calls during busy periods, inefficient call routing, lack of mobile integration, or poor support from current providers.
“ROI discussions around improved productivity and reduced communication costs resonate better than technical specifications,” Ouellette said.
Invest in proper discovery. UCaaS implementations require thorough understanding of client workflows, physical layouts, and communication patterns. The collaborative discovery process Budget employs—involving client stakeholders, its team, and Zultys support—is crucial for success. This upfront investment prevents costly configuration changes and ensures client satisfaction.
Have a clearly defined engagement process. Make sure your sales reps can articulate a clear simple engagement process to demystify and unpack the misconception that switching phone systems needs to be complicated and painful. Ouellette notes the process begins with a 30-minute discovery call with the client, the Zultys Subject Matter Experts, and the dealer’s sales representative to understand current workflows, needs and pain points. This leads to a custom 1-1.5 hour platform demo tailored to their specific requirements, followed by a brief call to finalize phone counts and licensing for accurate pricing. Budget wraps up with a proposal presentation meeting to review the complete custom solution designed for their unique environment.
“If the client moves forward, we engage their key stakeholders and IT support for implementation planning. Zultys’ technical team leads this call, gathering all necessary information for successful technical implementation,” he said. “Phones are then preconfigured based on the project planning and direct-shipped to the client, clearly labeled for their designated placement.”
Partner strategically with your UCaaS provider. Choose a vendor that offers robust implementation support, training resources and ongoing technical assistance. Zultys’ direct-ship configuration service and support during implementations allows the dealer to compete with larger telecommunications providers while maintaining its client-focused approach.
Position as business continuity and efficiency solution. UCaaS isn’t just about phone service—it’s about ensuring reliable communications for business operations. This is particularly important for mission-critical environments like health care, manufacturing or public safety, where communication failures have serious consequences.
A good rule of thumb to follow when selling security hardware like cameras and access systems is to lead with discovery as opposed to the product, notes Ronnie Lemen, IT and security solutions director for American Business Machines of Bakersfield, California. While listening to clients, Lemen feels it’s important to understand their environment, pain points and existing infrastructure to carve out a tailored solution.
Lemen also believes it’s critical to introduce your dealer’s subject matter experts in the conversation during the outset. “Security projects often involve technical details and long-term planning, so having someone who can design the right solution builds confidence with the client and speeds up the sales process,” he added.
Being mindful of budgeting cycles—particularly in sectors such as education and government—cuts across all offerings. Timing is key, Lemen remarked, and aligning the dealer’s sales efforts with the funding windows can dictate success.
Finally, paint a picture of your dealership as a long-term partner as opposed to merely a product vendor. “Emphasize support, scalability, and how your solution will continue to evolve with the client’s needs,” he said. “Selling security is not just about cameras and access control—it’s about safety, peace of mind, and trust.”
Value Prop
When a dealer such as Loffler Companies of St. Louis Park, Minnesota, broaches the subject of managed network services, the appropriate angle favors selling strategy in addition to technology. James Loffler, company president, underscores the importance of enabling clients to align IT with their business goals.
A strong pre-sales process strategy will also go a long way toward cultivating desired outcomes. “Using assessments to uncover client needs early and assigning subject matter experts to guide the conversation can build trust and set the stage for long-term success,” he said.
Loffler encourages MNS providers to join an IT peer group and benefit from insight into the business model. Members can also benchmark their progress and stay on top of a rapidly evolving space.
“Collaborating with other dealers who are navigating similar challenges can accelerate your learning curve and help you avoid costly missteps,” he added.
When it comes to products such as digital displays and interactive white boards, it’s important to have a thorough understanding of the players in your market. Erik Crane, president and CEO of CPI Technologies in Springfield, Missouri, likes to know which competitors of his are selling the same products within a given market, so that his dealership doesn’t become an also-ran that saturates the landscape.
“Don’t become a ‘me, too.’ You have to offer something slightly different,” he said. “Also, we can provide more of a personal touch through our local offices. That’s what can help you stand out among the rest.
“Make sure that whatever you offer, it’s a product you would feel comfortable using in your business,” Crane added. “If you’re not comfortable with it, you’re going to have the confidence to sell and service it. You should love what you sell.”
