Hardware Heaven: Going Beyond the MFP to Expand Client Engagements

Customer loyalty may be the most desired currency in the business world. Once you earn the client’s trust, you gain their confidence. They feel secure in the relationship. Your word is gold, your suggestions are heeded. You become golfing buddies with them, take in college football games. Your families go on vacations together.

OK, so that’s a little over the top. But there’s no overstating the value of customer loyalty. Or the potential opportunities it creates.

This month’s State of the Industry report takes a look at hardware opportunities beyond the MFP. Ostensibly, it’s a study of the value in going deeper with clients. The mighty MFP lays the groundwork, your technical/customer service enhances the relationship and your sales VPs/business development folks solidify your position as a trusted advisor. You’re in! You’ve earned that loyalty. But now it’s time to review the relationship and identify how you can add even more value to other aspects of their business. In the following examples, our panel of dealers illustrate how they parlayed an imaging engagement into a broader hardware product offering.

Necessary Enhancements

One of the many advantages to adding a team member who has industry experience with another dealership (or two) is finding out what does or doesn’t work from a product standpoint. Such was the case with Budget Document Technology of Lewiston, Maine. Its vice president of sales had experience with on-premises and cloud-based phone systems, and strongly advocated for its adoption. President Tom Ouellette later met with a Zultys rep during a Business Technology Association event and was sold on the idea that the support the provider offered was key to the dealer expanding into the world of unified communications as a service (UCaaS).

While Budget Document Technology has offered UCaaS for roughly 18 months, it’s already reaped some significant installations, which are primarily discovered through client business reviews and opportunities unearthed by the telemarketing team. A prime example is a regional corrections facility, which had been a longtime client on the document solutions and managed print services sides. When the client learned that UCaaS was now one of Budget Document Technology’s offerings, it had faith in the dealer to deliver the same level of reliability it had come to expect.

The 24/7 facility had complex communication needs that spanned multiple building and security zones, requiring 88 phones in all. In operating with an antiquated phone systems, the corrections facility was hamstrung by cumbersome call trees that created bottlenecks during shift changes and emergency situations.

“Staff were frustrated with the inability to efficiently route calls between administrative offices, security stations and operational areas,” Ouellette said. “Most critically, they lacked technical support for system configuration and optimization, leaving them unable to adapt their communications as operational needs evolved.”

According to Ouellette, the pain points were operational and safety-critical. The inefficient call routing delayed response times. The incumbent phone system couldn’t address the needs of the corrections facility, and reliable support was lacking when issues cropped up. Given the nature of the client’s vertical, sluggish response times didn’t risk a loss of business. A quality replacement system was essential to ensure the safety of staff and inmates.

Staff were frustrated with the inability to efficiently route calls between administrative offices, security stations and operational areas. Most critically, they lacked technical support for system configuration and optimization, leaving them unable to adapt their communications as operational needs evolved.

– Tom Ouellette, Budget Document Technology

A comprehensive discovery process—capped by a project kickoff call featuring the dealer’s implementation team, the manufacturer’s internal support specialists and the client—ignited the process. Ouellette noted the collaborative approach ensured Budget Document Technology was attuned to current needs, operational workflows and security requirements.

“The implementation was seamless,” he said. “All 88 phones were direct shipped to the facility, each one individually labeled with the designated user’s name and completely preconfigured based on our discovery findings. Budget Document Technology’s team assisted with the physical deployment—unboxing phones, running them to their designated locations throughout the facility, plugging them in and dialing into the Zultys platform to confirm configuration and conduct testing.”

MNS Cornerstone

It comes as little surprise that the most successful of Loffler Companies’ managed technology offerings is managed network services (MNS). That distinction doesn’t completely owe its success to the fact that it was the St. Louis Park, Minnesota-based dealership’s debut solution 18 years ago. Rather, it was the decision to prioritize its growth, as leadership saw the offering positioning it as a true strategic partner for clients. That notion has been validated time and again.

MNS owns pole position in a Loffler Companies catalog that includes managed service programs for cybersecurity, physical security and unified communications. Clients gain access to a dedicated customer success manager (CSM) in addition to support resources including vCIO and vCISO. President James Loffler notes the roles go beyond day-to-day operations, furnishing long-term technology strategy while helping clients align IT with their business goals.

Loffler sees the offering as a catalyst and foundation for the entire experience with the dealer. “This strategic partnership lays the groundwork for expansion into every other solution we offer,” he noted.

One of the more noteworthy takedowns involved a client that had been addressing its imaging needs with Loffler Companies since 2010. The client’s objective was to eliminate tech debt by establishing a hardware lifecycle management strategy, boosting efficiency and strengthening security—all needs that dovetailed nicely with the dealer’s program.

During the first quarterly review, the client indicated a desire to bolster its phone system. The CSM and Loffler’s unified communications team led them to adopting the dealer’s Elevate cloud voice solution, providing new phones for each employee. It’s part and parcel of an MNS strategy that will address a number of IT-related areas.

To ensure we deliver the highest value to our clients, we’ve also invested in subject matter experts who are assigned to every qualified opportunity, helping us put our best foot forward from the start.

– James Loffler, Loffler Companies

“They’re looking ahead to additional solutions from us, such as a physical security system with new security cameras and door access badge systems, as well as managed cyber with new hardware monitoring sensors,” Loffler added. “Their engagement and alignment with our values make them an ideal customer across all service areas.”

MNS growth opportunities for Loffler Companies have been fruitful within the legal and manufacturing verticals; the dealer leverages its knowledge of the issues that challenge each space in addition to the compliance requirements that must be met. Much of the company’s go-to-market strategy is centered on MNS growth. In order to spur opportunities and fuel that growth, the dealer updated its compensation plans, provided dedicated training programs, leveraged targeted marketing initiatives and hosted a series of in-person tech events.

“To ensure we deliver the highest value to our clients, we’ve also invested in subject matter experts who are assigned to every qualified opportunity, helping us put our best foot forward from the start,” Loffler pointed out. “Additionally, we dedicate significant time and resources to a structured assessment process that sets the stage for a successful engagement. This approach allows us to tailor solutions to each client’s environment and build long-term strategic relationships.”

Safe and Secure

Clients, not trends, are usually the best gauge for whether a dealer should add a hardware offering to its catalog. Such was the case with American Business Machines of Bakersfield, California, which has been offering Axis and Verkada security cameras and access control systems for more than five years. They’ve quickly become a key cog in the dealer’s growth strategy, according to Ronnie Lemen, the company’s IT and security solutions director.

The driving force behind American Business Machines’ foray into security solutions was a growing need for integrated, intelligent physical security systems that extend beyond traditional surveillance. With more emphasis being placed on workplace safety, remote monitoring and compliance, Lemen said it was a natural evolution for the company.

While sourcing the right vendor partner is always the goal, engaging with a second-tier organization for security solutions can have particularly negative consequences. “By partnering with trusted manufacturers such as Axis and Verkada, we’re able to provide scalable, cloud-enabled solutions that are easy to manage and deliver real value for our clients,” Lemen noted.

By partnering with trusted manufactures such as Axis and Verkada, we’re able to provide scalable, cloud-enabled solutions that are easy to manage and deliver real value for our clients

– Ronnie Lemen, American Business Machines

One of American Business Machines’ more recent installations involved an engagement with a local community college that relied on the dealer for MFPs and ongoing support. Over the course of the relationship, the dealer developed a granular understanding of the school’s operational needs. During talks, the on-campus police department relayed their concerns when it comes to monitoring large outdoor spaces. Parking lots, in particular, were rife with accidents, vandalism and theft.

“We engineered a custom security solution using point-to-point wireless radios, solar power with battery backup, and smart camera systems equipped with line-crossing analytics, audio alerts and live talk-down capabilities,” Lemen noted. “This gave campus security the tools they needed to effectively monitor and respond to incidents in real time—even in areas without direct infrastructure access.”

The project was piloted in parking areas and has since burgeoned to include the entire campus. As a result, the campus police enjoys a crime resolution rate that ranks in the 90th percentile for incidents occurring on school grounds. Most importantly, students and faculty/staff alike have conveyed a greater sense of security, making the project a rousing success.

Lemen points out that American Business Machines’ growth strategy for security solutions centers on proactive discovery and relationship-driven opportunities. He also notes that many of the dealer’s deployments begin organically—identified via regular client reviews, ongoing service interactions or conversations during routine sales and support calls.

“Because we take a consultative approach to our partnerships, clients often share their pain points with us, and that opens the door to tailored solutions beyond traditional MFPs,” Lemen remarked.

Displaying Profits

For the better part of 10 years, the digital display and interactive white board have been vital cogs in the managed IT platform of CPI Technologies in Springfield, Missouri—a division that represented 20% of the company’s total revenue in 2024. The dealer first dipped its toes in the display pool with Samsung units, then auditioned a few other brands before adding ViewSonic to the mix. President and CEO Erik Crane has found the duo to be pretty reliable, and the tandem has been effective in addressing myriad client needs.

Crane fondly refers to the displays as “large iPads” and points out they have a wealth of applications beyond being just a pretty, large monitor. Beyond K-12 and higher education verticals, mainstream offices add them to their war rooms or sales bullpens. In fact, there’s really no limitation to display possibilities, and like potato chips, you can’t have just one.

We have a terrific installation team that does it right, and Josh Glover [head of IT division] keeps our guys straight. If you try to cut corners or rush through this type of job, you can have problems.

– Erik Crane, CPI Technologies

One such example of a significant installation is a major energy concern with five locations across Missouri, with the bulk of units touching down in the company’s Springfield headquarters. CPI Technologies had been providing MFPs and VoIP phone systems to the client for a long time, Crane noted. The company came to the rescue again when new displays were needed for the client’s conference rooms and energy monitoring. Given the nature of the client’s business, the product needed to be robust enough to handle the 24/7/365 performance needs.

As for feedback on the project, Crane hasn’t heard a peep. “When you plug everything in and walk away, if the client doesn’t need you for anything, then you’ve done your job,” he mused. “We have a terrific installation team that does it right, and Josh Glover [head of IT division] keeps our guys straight. If you try to cut corners or rush through this type of job, you can have problems.”

Another decades-long printing client—a large, local university—recently engaged CPI Technologies for display installs in approximately 50 buildings. In addition to installing displays in conference rooms and classrooms, the dealer is also handling audio needs for accessories such as directional microphones. The swap-out is a multi-year process.

Having forged such a longtime relationship made going wider with the client a simple, problem-free process. “It’s a really good partnership,” Crane noted. “We know what they need. We know how to operate within their parameters, their system and their billing department. It’s all the essential elements necessary to take care of a client of that size. They trust us, and that’s a huge testament to our entire company.”

Most installations can be handled by the CPI team. In some cases, a school may need to use its maintenance staff, so that calls for supervision on the dealer’s part. Crane’s team then plugs in the units, installs the software and provides training on their use.

CPI Technologies has dedicated account representatives for imaging and IT that share leads and split commissions when the leads convert to sales. Ferreting out opportunities keeps the dealer relevant and moving forward, he added.

“We’ve been able to do a lot of work with schools in Missouri, Kansas, Arkansas and even into Oklahoma,” Crane noted. “When a school district purchases $350,000 worth of displays, it’s a huge undertaking to get that many units on-site. Education is a key vertical; we do well with schools on the imaging side, and we’re converting that into other products.”

Door Opener

Since 2017, Canon wide-format inkjet devices have been a cornerstone of the non-MFP hardware portfolio at CTWP. These printers have proven instrumental in helping the multi-line dealer enter new markets and build long-term relationships with clients. Often, the initial sale of a large-format device opens the door for CTWP to earn that client’s MFP business.

David Willie, owner of the Waco, Texas-based firm, notes a significant portion of its wide-format customer base includes engineering and architectural firms. These types of organizations are known for having strong gatekeepers, and gaining access can feel like trying to penetrate Fort Knox.

“However, when we lead with wide-format solutions, these gatekeepers are typically more receptive,” he said. “It gives us a way to initiate conversations, assess their current printing setup and identify opportunities.”

CTWP has built strong, lasting client relationships that emanated from a wide-format purchase. One notable success story is a county government firm that initially bought just the wide-format printer. As the relationship grew, the customer transitioned all its MFP business to CTWP.

… when we lead with wide-format solutions, these gatekeepers are typically more receptive. It gives us a way to initiate conversations, assess their current printing setup and identify opportunities.

– David Willie, CTWP

Another significant placement opportunity is independent school districts. Many are outsourcing large-scale print jobs to external print shops—jobs that could easily and more cost-effectively be done in house with the right equipment.

“Once you connect with the right decision maker, these are often straightforward sales,” Willie added.