There’s nothing a salesperson loves more than having a strong conversation starter when they’re going belly to belly with a prospect. And we’re not talking about hailing from the same university or growing up in the same town as the person on the other side of the table.
No, in the world of hardware, the MFP is old reliable. We’re talking speeds and feeds, wants and needs, backed by an MPS agreement with software as the trimmings. That’s a true bell ringer back in the dealer’s bullpen. But if an MFP is not the topic of conversation, it must be something nearly as compelling and almost as profitable.
As we dig deeper into the September State of the Industry report on winning with non-MFP hardware, we canvassed our dealer panel on the flex value of their go-to offerings. In other words, how well do they stand on their own or act as a precursor to a bigger client engagement.
Digital displays and interactive white boards have been co-stars of the managed IT platform at CPI Technologies. It’s a fantastic attention-getter for prospects, because in the case of the Springfield, Missouri, dealership, they’re subjects not being broached by the competition, notes Erik Crane, president and CEO.
Traditional AV houses and nationwide co-ops with displays on contract actually provide more competition, in Crane’s estimation. Being able to save a few bucks by piggybacking on a co-op contract does not always resonate with education and commercial business clients, for example.
“Those clients want someone there to explain how good the equipment is going to be and will follow through on their promises,” he said. “Statewide and nationwide contracts don’t often give you that personal service that a family-owned business like CPI can provide, so I feel we have a definite advantage.”
Long-Term Investment
At American Business Machines of Bakersfield, California, security cameras and access systems fall under the heading of security solutions and are very much a table-setter for reps to lean into. Their independence is driven, in part, by the nature of being long-term investments, often 5-10 years, notes Ronnie Lemen, IT and security solutions director for the dealership. As such, they require dedicated planning, engineering and deployment, making them distinct from the company’s traditional MFP engagements.
Still, Lemen believes the power of the offering is truly fueled by the trust and credibility American Business Machines has carved out via its MFP and IT services. “Once clients experience our commitment to service and support, they are more likely to turn to us for additional solutions like security and access control,” Lemens said. “This cross-functional capability gives us a strong competitive edge. Many competitors focus solely on either print or IT, but few are able to deliver enterprise-grade solutions across print, security and infrastructure with the same level of integration and support.
“In a crowded market, our ability to provide complete technology solutions backed by a responsive and experienced local team positions us as a true technology partner clients can rely on.”
There are also plenty of dealers for which MFPs aren’t necessarily at the front of the parade. For Loffler Companies of St. Louis Park, Minnesota, managed network services (MNS) is a leading conversation starter. President James Loffler points out that 80% of the time, MNS is sold as a stand-alone solution, which speaks to its strength and ever-growing demand level among clients.
“That said, it also presents one of the highest cross-selling opportunities in our portfolio, often opening the door to additional services like cybersecurity, cloud, or even MFP solutions over time,” he noted. “I feel strongly that our expertise and proven track record in this space set us apart from competitors who are newer to the IT game. If you’ve been in IT for any length of time, you know it takes years to mature into a true leader.”
