{"id":35339,"date":"2019-07-25T11:49:18","date_gmt":"2019-07-25T18:49:18","guid":{"rendered":"https:\/\/www.enxmag.com\/twii\/?p=35339"},"modified":"2019-07-26T07:48:54","modified_gmt":"2019-07-26T14:48:54","slug":"how-to-convince-your-customer-to-upgrade-before-the-competition-does","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2019\/07\/how-to-convince-your-customer-to-upgrade-before-the-competition-does\/","title":{"rendered":"How to Convince Your Customer to Upgrade before the Competition Does"},"content":{"rendered":"\n

This piece originally appeared on the GreatAmerica Office Equipment Blog forum. Click <\/em>here<\/em><\/a> to read other topics of interest to our industry.<\/em><\/p>\n\n\n\n

Why Upgrade? Do It for the Joe, Office Equipment Dealers!<\/strong><\/p>\n\n\n\n

\"\"<\/figure><\/div>\n\n\n\n

Oh, the upgrade. A special kind of sell. It can be a tricky one considering you\u2019re not technically selling a new solution. You\u2019re selling the same product in a new model, and in your case, the product is a printer or copier. A new model may have new bells and whistles and improved features, but at a high level, it meets the same need. This presents a challenge, because why would your customers buy the same thing twice, especially when the second sell involves change? Change is hard!<\/p>\n\n\n\n

Let\u2019s explore the concept of upgrading using an example we can all relate to. We all hustle through this world on our own unique paths, however there is one common tie that binds us together \u2013 caffeination! You\u2019d be hard pressed to find a kitchen without this appliance; though usually tucked away in a corner, you\u2019ll find a very real, but humble MVP: ahhh yes\u2026 the coffeemaker! While it varies in size, color, and capabilities, this unit serves one crucial and consistent purpose: making the coffee that fuels the hardworking people grinding it out from 8 to 5 each day. <\/p>\n\n\n\n

We count on this gadget every day to deliver a cost-effective yet reliable result. At a fraction of the commercial alternative\u2019s going rate for your average bean product, it also allows you to shamelessly stay pajama and slipper-ridden during consumption \u2013 a major plus if you ask me. <\/p>\n\n\n\n

But lately, your coffee has been trickling into the carafe in a less-than-desirable state: grounds float around in what looks like a grimy pool of melted tar and it smells like burnt toast. Starting your morning with the frightening realization that your hardworking coffeemaker is on its last leg of life is not ideal. <\/p>\n\n\n\n

Good Housekeeping would suggest a quick decalcification via white vinegar to do the trick. But alas, the time will come when routine maintenance simply cannot keep things running smoothly\u2014pun intended. <\/p>\n\n\n\n

Investing in a new coffeemaker would undoubtedly incur a capital expenditure and in addition, it could present friction caused by the mere act of change. We humans do detest change, don\u2019t we? For that reason, we\u2019ll use the deteriorating machine until we can\u2019t. We\u2019ll put up with the murky output until there is no output, when we\u2019ll finally break down and begrudgingly head to the closest Target where we\u2019ll pick up a new one.
On Average, Printers & Copiers Have a 5 Year Lifespan.<\/p>\n\n\n\n

Alright. So as an Office Equipment Dealer, you are probably wondering how my coffee example really relates to selling a printer upgrade. But just like you, your customers aren\u2019t keen on change either. Whether it is a case of poor print quality, recurring paper jams, poor network connectivity or a need for toner that has become obsolete, it all points to an opportunity to help your customer optimize their workflow efficiency and ultimately improve productivity. The challenge is making them see that before someone else does.<\/p>\n\n\n\n

The average regularly-sized copier has a five-year lifespan. No amount of tender love and care can offset the reality that everyday wear-and-tear will eventually take a toll on an asset. Let\u2019s explore how we can overcome a couple of common obstacles to selling an upgrade.<\/p>\n\n\n\n

Help Your Customers Make the Cost-Benefit Analysis<\/strong><\/p>\n\n\n\n

Help your customers understand that there are unnecessary costs involved in maintaining an older machine, whether that means acquiring supplies that are becoming obsolete or endless service calls and associated impatience while awaiting a servicing technician. Not only does this add up to more unnecessary funds, it also equates to unnecessary frustration. And when time is money, consider the monetary investment equivalent to operating at a less-than-ideal print speed and quality.<\/p>\n\n\n\n

Show Them How a Change can Equal Growth<\/strong><\/p>\n\n\n\n

Change is scary, however the term \u2018upgrade\u2019 is suggestive of a positive improvement, so make sure that is what you are selling. Show your customers how going from an outdated MFP\/copier to an advanced, new, and sleek one will improve their life. Identify which features and accessories will best fulfill their needs, and incorporate these into the solution\u2014think improved print quality given technology advancement and consider the software add-ons that could allow efficiency gains and workflow management.<\/p>\n\n\n\n

Just Buy the Coffeemaker Already!<\/strong><\/p>\n\n\n\n

A coffeemaker is only one key contributor to a productive morning routine. Though we don\u2019t like the idea of change, in the coffeemaker example, it\u2019s easier for a consumer to \u201cget there\u201d \u2013 to understand that it\u2019s necessary. After all, you need caffeine to energize you for the productive day ahead!<\/p>\n\n\n\n

Similarly, an office copier or printer is only one of the many moving elements that keep a business operating at peak performance\u2014but it contributes nonetheless. While your customer may not recognize an immediate need, they also may not realize what positive impact could await them if they do upgrade! Understand that if you don\u2019t help them realize the benefits of an upgrade, someone else will. Don\u2019t wait for someone to swoop in and deliver an asset your customer can rely on. We have enough unforeseen elements holding us back from gaining a competitive edge\u2014don\u2019t let the opportunity to be the trusted hero slip by.<\/p>\n","protected":false},"excerpt":{"rendered":"

This piece originally appeared on the GreatAmerica Office Equipment Blog forum. Click here to read other topics of interest to our industry. Why Upgrade? Do It for the Joe, Office Equipment Dealers! Oh, the upgrade. A special kind of sell. It can be a tricky one considering you\u2019re not technically selling a new solution. You\u2019re selling the same product in a new model, and in your case, the product is a printer or copier. A new model may have new bells and whistles and improved features, but at a high level, it meets the same need. This presents a challenge, because why would your customers buy the same thing twice, especially when the second sell involves change? Change is hard! Let\u2019s explore the concept of upgrading using an example we can all relate to. We all hustle through this world on our own unique paths, however there is one common tie that binds us together \u2013 caffeination! You\u2019d be hard pressed to find a kitchen without this appliance; though usually tucked away in a corner, you\u2019ll find a very real, but humble MVP: ahhh yes\u2026 the coffeemaker! While it varies in size, color, and capabilities, this unit serves one crucial and consistent purpose: making the coffee that fuels the hardworking people grinding it out from 8 to 5 each day. We count on this gadget every day to deliver a cost-effective yet reliable result. At a fraction of the commercial alternative\u2019s going rate for your average bean product, it also allows you to shamelessly stay pajama and slipper-ridden during consumption \u2013 a major plus if you ask me. But lately, your coffee has been trickling into the carafe in a less-than-desirable state: grounds float around in what looks like a grimy pool of melted tar and it smells like burnt toast. Starting your morning with the frightening realization that your hardworking coffeemaker is on its last leg of life is not ideal. Good Housekeeping would suggest a quick decalcification via white vinegar to do the trick. But alas, the time will come when routine maintenance simply cannot keep things running smoothly\u2014pun intended. Investing in a new coffeemaker would undoubtedly incur a capital expenditure and in addition, it could present friction caused by the mere act of change. We humans do detest change, don\u2019t we? For that reason, we\u2019ll use the deteriorating machine until we can\u2019t. We\u2019ll put up with the murky output until there is no output, when we\u2019ll finally break down and begrudgingly head to the closest Target where we\u2019ll pick up a new one. On Average, Printers & Copiers Have a 5 Year Lifespan. Alright. So as an Office Equipment Dealer, you are probably wondering how my coffee example really relates to selling a printer upgrade. But just like you, your customers aren\u2019t keen on change either. Whether it is a case of poor print quality, recurring paper jams, poor network connectivity or a need for toner that has become obsolete, it all points to an opportunity to help your customer optimize their workflow efficiency and ultimately improve productivity. The challenge is making them see that before someone else does. The average regularly-sized copier has a five-year lifespan. No amount of tender love and care can offset the reality that everyday wear-and-tear will eventually take a toll on an asset. Let\u2019s explore how we can overcome a couple of common obstacles to selling an upgrade. Help Your Customers Make the Cost-Benefit Analysis Help your customers understand that there are unnecessary costs involved in maintaining an older machine, whether that means acquiring supplies that are becoming obsolete or endless service calls and associated impatience while awaiting a servicing technician. Not only does this add up to more unnecessary funds, it also equates to unnecessary frustration. And when time is money, consider the monetary investment equivalent to operating at a less-than-ideal print speed and quality. Show Them How a Change can Equal Growth Change is scary, however the term \u2018upgrade\u2019 is suggestive of a positive improvement, so make sure that is what you are selling. Show your customers how going from an outdated MFP\/copier to an advanced, new, and sleek one will improve their life. Identify which features and accessories will best fulfill their needs, and incorporate these into the solution\u2014think improved print quality given technology advancement and consider the software add-ons that could allow efficiency gains and workflow management. Just Buy the Coffeemaker Already! A coffeemaker is only one key contributor to a productive morning routine. Though we don\u2019t like the idea of change, in the coffeemaker example, it\u2019s easier for a consumer to \u201cget there\u201d \u2013 to understand that it\u2019s necessary. After all, you need caffeine to energize you for the productive day ahead! Similarly, an office copier or printer is only one of the many moving elements that keep a business operating at peak performance\u2014but it contributes nonetheless. While your customer may not recognize an immediate need, they also may not realize what positive impact could await them if they do upgrade! Understand that if you don\u2019t help them realize the benefits of an upgrade, someone else will. Don\u2019t wait for someone to swoop in and deliver an asset your customer can rely on. We have enough unforeseen elements holding us back from gaining a competitive edge\u2014don\u2019t let the opportunity to be the trusted hero slip by.<\/p>\n","protected":false},"author":232,"featured_media":35341,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,87,1638],"tags":[],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/35339"}],"collection":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/232"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=35339"}],"version-history":[{"count":3,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/35339\/revisions"}],"predecessor-version":[{"id":35361,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/35339\/revisions\/35361"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/35341"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=35339"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=35339"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=35339"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}