A new year is the ideal time to take stock of our businesses: what we’ll do differently, what we’ll keep the same and where we want to be in three, four or five years. Ours is an evolving industry in which we don’t just “sell copiers and printers.” In our technology-driven industry, there’s an increasing convergence of print, cloud services and IT/cybersecurity. Against that backdrop, we shouldn’t see our role as transactional but rather as problem solvers who deliver solutions.
Today’s customers want guidance, not merely equipment. As we evaluate our priorities, systems and mindset for this new year, what can we do as dealers to improve our companies and deliver greater value to our customers?
Audit Your Internal Security and Overall Operations
As a business owner, it’s natural to be outwardly focused on attracting and retaining customers and not paying needed attention to internal operations.
Start by reviewing your cybersecurity policies. Are your backup and disaster recovery systems in top operating condition? Have you updated your policies for data handling and customer access? Do you provide ongoing employee training to help identify and detect threats to your network? Does your company use multi-factor authentication?
Many of us advise clients on the latest in security procedures, whether it’s for printer/copiers or broader IT issues. But it’s important to ensure our own houses are in order first—that we “walk the talk.”
Remember that You’re a Technology Partner, not an Equipment Provider
Dealers should make a conscious effort to shift from being copier vendors to trusted business technology advisors; there’s a world of difference. Trusted advisors understand our customers’ workflow, their risk exposures (pain points) and most importantly their needs. With that deeper understanding, we may find opportunities to align products and services with customer needs and help them grow and prosper. Don’t be afraid to add something new to your offerings! Train your sales teams to sell solutions, not equipment. Dealerships who do so are better positioned for longer-term relationships with their customers.
Make Cybersecurity a Core Offering
There’s greater interconnection than ever between printers/copiers and cybersecurity. Today’s printers and MFPs are, unfortunately, subject to cybercriminal attacks just like many other points in a company’s infrastructure. No longer should print and IT be viewed separately, which provides the perfect entry point for cybersecurity offerings to existing clients.
Cybersecurity is the natural complement to print/copiers. Both address important technology concerns that affect business operations. And at a time when dealers struggle with declining print sales, cybersecurity offers recurring revenue and further positions a dealership as a one-stop shop for customers. Why send customers elsewhere for a service you can provide? Dealers can enter the IT field through strategic acquisitions or hires, and/or by working with others in the industry who’ve already taken the plunge.
Modernize Your Sales Strategy to Accommodate More Educated Buyers
Successful dealers have adapted their strategies to sell solutions rather than merely a specific product or service. Conversations with today’s more prepared buyers should focus on the importance of risk mitigation, business continuity and the cost of downtime—and how the product is the solution to a problem they face. The consultative sales approach should emphasize long-term service agreements and bundled offerings (e.g., print plus IT plus security). Equip teams with talking points on cybersecurity, specific case studies for vertical markets and simple risk explanations for buyers.
Invest in Training, Mentorship and Leadership Development
Have you ever thought, “If only I had known then what I know now”? One of the best business investments we make is in our employees and their training. Successful companies develop a strong bench of talent, including the next generation. This is where your future industry leaders will come from.
Also, cross-train employees in all aspects of the business—IT fundamentals, security awareness and customer communications—and encourage employees to upgrade their industry education through certification programs. A strong mentorship program, in which experienced team members help newer employees, is a tremendous asset. Employees want to feel valued and appreciated. Investments in their education, training and mentorship are all great ways to show appreciation and improve the company at the same time.
Review Service Models and Recurring Revenue Opportunities
A new year is a good time to assess current contracts and margins. Can you upgrade your contracts to be longer term? Are you doing all you can to create recurring revenue streams for your business? Managed print services and cybersecurity both offer excellent opportunities for this. Use the new year to simplify pricing and clarify the value received for it.
Strengthen Customer Communication and Education
The expression “silence is golden” definitely doesn’t apply to customer communication! Be in contact with customers on a regular basis. Provide updates on security risks they should watch for, offer industry updates (new products and services that benefit them) and provide useful information that isn’t sales-focused for their businesses. You can communicate through a variety of means including newsletters, blogs, email blasts, social media posts, and lunch and learn activities. This ongoing communication keeps your dealership top of mind and reinforces the notion that you’re a resource rather than merely a vendor.
Become Active in Networks
Chambers of commerce and other organizations where you can meet fellow business owners should be part of the plan. There are sometimes opportunities for companies to offer presentations to the membership, explaining what they do and how they help area businesses. And at the dealer level, if you don’t already belong to a peer group of industry colleagues, make this the year you join. Having a network of peers can help put challenges and problems into perspective and keep you informed on all the latest industry developments.
Prepare for the Unexpected
I was a Scout leader for many years and always saw great wisdom in the Scouting motto “Be prepared.” We all face challenges in our businesses, such as uncertainties over tariffs, supply chain issues and attracting/retaining talent. These underscore the importance of being prepared for what we may not expect or have within our means to control. It’s important for businesses to have continuity planning in place, backup plans, and diversification of product offerings and partners/providers if needed.
The new year is an opportunity to reset, refocus and lead. Successful dealerships will be the ones that think strategically, invest in people and are open to new ideas. Wishing you a successful 2026 and beyond!
