{"id":36237,"date":"2019-09-28T00:16:51","date_gmt":"2019-09-28T07:16:51","guid":{"rendered":"https:\/\/www.enxmag.com\/twii\/?p=36237"},"modified":"2019-09-28T00:16:55","modified_gmt":"2019-09-28T07:16:55","slug":"dare-to-differentiate-in-a-sea-of-sameness-dcs-stands-out-from-the-crowd","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/business-profile\/2019\/09\/dare-to-differentiate-in-a-sea-of-sameness-dcs-stands-out-from-the-crowd\/","title":{"rendered":"Dare to Differentiate: In a Sea of Sameness, DCS Stands out From the Crowd"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

Most readers can fondly recall their favorite comic panel from The Far Side, authored by the legendary and offbeat creator, Gary Larson. Aside from casting chickens and cows in various, hilariously ridiculous circumstances, Larson could also deliver poignant messages with a straight face, so to speak.<\/strong><\/p>\n\n\n\n

One such panel shows a penguin among a crowd of his flightless friends, presumably in Antarctica. Wings stretched out, the penguin sings, \u201cI gotta be me, oh I just gotta be me\u2026\u201d Despite the fact that the little fellow walks, looks and sounds like all the others among his species (aside from the singing), it serves as a reminder that even in a sea of sameness, the ability to stress a unique value proposition can make one rise above the crowd. Not an easy task, to be sure. <\/p>\n\n\n\n

The same could be said in business. Dealers, manufacturers and distributors all vie for mind space within their customer segment in an attempt to illustrate a unique value proposition that exceeds price consideration. Diversified Computer Supplies (DCS), based in Ann Arbor, Michigan, is a distributor and remanufacturer of OEM and aftermarket imaging supplies to the office technology dealer community\u2014a field not lacking in competitors. Founded in 2003, DCS has elevated itself to the $100 million mark in annual revenues. <\/p>\n\n\n\n

How does a distributor catapult itself from zero to $100 million in a relatively short timeframe? Acquisition has played a major role in the growth trajectory, particularly DCS\u2019 2006 addition of Original Copy, then led by current DCS vice president Brian O\u2019Connor. Until that point, DCS had primarily focused on OEM branded printer supplies, but adding Original Copy widened that scope to copier brands that are under-served within the wholesale network, notes Brian Leek, division president. <\/p>\n\n\n\n

DCS has completed six deals since its inception, but adding Original Copy lifted the company into a different stratosphere. \u201cWhen we bought Original Copy in 2006, it forever changed the footprint of DCS within the industry,\u201d Leek said. \u201cThat focus on copier brands continues to be the means which separate DCS from other distributors, both for OEM and aftermarket products.\u201d <\/p>\n\n\n\n

DCS later obtained the Stantek contract manufacturing operation in late 2010, which guided the company into the world of remanufacturing. Subsequent acquisitions paved a gateway to Latin America business and accelerated not only DCS\u2019 geographic footprint, but its sales reach. <\/p>\n\n\n\n

Who is DCS <\/h2>\n\n\n\n

In addition to its Ann Arbor headquarters, DCS has distribution facilities in Michigan, Florida, Texas, Nevada and Montreal. It is also a tier-one North American remanufacturer with a production facility in Stanton, Kentucky. DCS offers products from more than 20 of the industry\u2019s leading manufacturers, including Brother, Canon, Epson, HP, Konica Minolta, Kyocera, Lexmark, Ricoh, Sharp and Toshiba. The company\u2019s multiple offerings support a number of devices, such as copiers, inkjet printers, laser printers and fax machines.<\/p>\n\n\n\n

Its roots as a distributor with thousands of active accounts, and its subsequent move into the remanufacturing sector, have helped create a point of differentiation. The company embarked on an extensive recycling campaign in 2012, providing a considerable source of cores for its remanufacturing operations while reducing its dependency on the core broker market.<\/p>\n\n\n\n

\u201cWe are able to see new opportunities sooner than most other remanufacturers based on sell-through data after new OEM SKUs are sold through our network,\u201d Leek remarked. \u201cBesides being vertically integrated within an OEM distributor, we are distinguished from other remanufacturers simply by the fact that our operations are in the U.S. We have been ISO-9001 certified since 2011, and also maintain a STMC certification.\u201d<\/p>\n\n\n\n

Another feather in DCS\u2019 cap is its wealth of industry experience. Leek notes that many times, dealers will reach out regarding technical issues that may have nothing to do with the cartridges themselves. That ability to offer insight fosters customer stickiness and enhances the company\u2019s reputation as a thought leader as opposed to being just a hub for cartridges and supplies.<\/p>\n\n\n\n

\u201cHaving the depth of knowledge to the extent that we enjoy allows us to help our partners in a lot of different ways,\u201d Leek noted. \u201cWe\u2019re doing a lot of research and support for them beyond the toner cartridges we manufacture.\u201d<\/p>\n\n\n\n

\"\"
Katie Ferrigan, DCS<\/figcaption><\/figure><\/div>\n\n\n\n

The key to underscoring DCS\u2019 value proposition is creating meaningful partnerships through products, services and solutions that are superior to alternative sources, notes Katie Ferrigan, senior sales leader and sales development manager. DCS\u2019 broad range of offerings positions it as the only true one-stop shop supplier in the industry, she adds.<\/p>\n\n\n\n

\u201cOur unique approach, coupled with long-term vision to strategically create unique solutions that help our partners achieve maximum success, has earned DCS a legacy for being a highly trusted and reliable partner in the industry,\u201d Ferrigan said. <\/p>\n\n\n\n

Managed Print Services<\/h2>\n\n\n\n

One of the value packages in the DCS portfolio is OptiPrint, an adaptable, turnkey MPS platform for dealers. The program enables customization to fit any dealer\u2019s MPS offering, and DCS ensures its dealer channel confidentiality\u2014customer information is not shared with manufacturers. Dealers can avail themselves of competitive pricing for OEM and aftermarket products (including those with extended-yield capacity), advanced monitoring capabilities and proposal-generating software.<\/p>\n\n\n\n

Leek notes that while MPS occupies a vital and growing segment within the imaging supplies industry, DCS does not see it becoming the dominant segment within the space. Regardless, the distributor\u2019s goal is to provide this software to dealer partners best positioned to leverage opportunities within the end user base.<\/p>\n\n\n\n

\u201cGenerally, our OptiPrint partners are copier dealers and\/or tech service providers, as those operations tend to have the technical wherewithal to master the software, IT integration and printer maintenance\/support challenges within the MPS space,\u201d Leek stressed. \u201cThe OptiPrint program,which features the PrintFleet software, does not necessarily appeal to all of our partners, but it is quite popular for those who are more technically inclined to take advantage of the MPS opportunities in the market.\u201d <\/p>\n\n\n\n

Spreading the Word <\/h2>\n\n\n\n
\"\"
Heather Stemm, DCS<\/figcaption><\/figure><\/div>\n\n\n\n

Heather Stemm, senior sales leader and director of channel strategy for DCS, notes the company uses several marketing methods to increase visibility among customers and prospects, including promotional emails, news product announcements and industry trade shows. Where the rubber truly meets the road is DCS\u2019 polished sales team and its personalized interactions thro\u00adugh cold calls, conference calls and face-to-face en\u00adco\u00adun\u00adters that es\u00adpe\u00adci\u00adally drive home the value of the distributor\u2019s value proposition. <\/p>\n\n\n\n

\u201cOur goal is sim\u00adple: to show dealers how we can provide value,\u201d she said. \u201cThis is straightforward for our team once we have successfully connected and are able to listen and learn about the dealer\u2019s business practices. From there, we are able to easily understand how we can offer value with our unique product offerings, services and programs.\u201d <\/p>\n\n\n\n

O\u2019Connor firmly believes DCS\u2019 sales team of dedicated individuals provides a personal touch that drives relationships and is the one area where technology is not a substitute or elixir for success. The personal touch, he added, is ingrained in the DNA of the company\u2019s culture. <\/p>\n\n\n\n

There\u2019s also much to be said for the ability to deliver goods at the lowest price possible, as needed and where needed. \u201cThis approach has served us and our clients well, and we will continue to execute on that goal,\u201d O\u2019Connor added. \u201cAssisting our partners in achieving success in a competitive environment will, ultimately, allow DCS to grow right along with them.\u201d <\/p>\n\n\n\n

Still, DCS execs note the application of technology will help drive a greater wedge between the haves and the have nots of the distribution and remanufacturing sets in the coming years. DCS\u2019 position among the former will be fueled by its MPS platform, products (OEM and extended-yield reman cartridges), software, support, logistics and labeling solutions. <\/p>\n\n\n\n

DCS has invested heavily in broadening its suite of integration software platforms, which allow partners to seamlessly communicate with DCS from their ERP systems. Its IT team has been integrating partners on a direct EDI feed during the past 10 years, and continues to do so for companies that are not using popular ERP packages such as e-automate and other ECI Solutions products.<\/p>\n\n\n\n

Looking ahead <\/h2>\n\n\n\n

DCS will continue to find ways to enhance its ability to deliver on price, service and logistics, the three pillars of commodity management. The company has plans to open a distribution center on the East Coast by the end of the first quarter in 2020. DCS will also have the e-automate POP system available by the end of 2019. Its long-range plans include distribution centers in the Southeast and Midwest, and strategic acquisitions will likely continue to play a role in the company\u2019s growth. <\/p>\n\n\n\n

\u201cAny accomplishments we have attained are a testament to our clients,\u201d O\u2019Connor remarked. \u201cThey are the foundation of DCS. We know if we take care of our current clients, then we can continue to build out the tools, programs and facilities necessary to keep adding new partners to the DCS family. Dedicated reps, e-commerce, electronic platforms, EDI, MPS services and North American remanufacturing are just a few of the ways DCS will continue to help clients win new business and make more money on imaging supplies.\u201d <\/p>\n\n\n\n

Leek wants the dealer community to know that DCS is working hard alongside them. As the industry continues to consolidate and competition grows stronger, dealers have a partner that understands their business and is one they can lean on in times of need. <\/p>\n\n\n\n

\u201cOur partners know we\u2019re going to try to find ways to help them win new business or add margin to their existing sales,\u201d O\u2019Connor added. \u201cThat\u2019s been the focus from day one. We have made it a priority to have ample inventory in each of our locations throughout the United States and Canada. On the critical items that are key to their bottom line, we can help our clients save money, enabling them to continue to grow. The competition in the marketplace keeps DCS focused on how we can help the dealer edge out larger competitors every single day. And we\u2019ve proven it with success.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"

Most readers can fondly recall their favorite comic panel from The Far Side, authored by the legendary and offbeat creator, Gary Larson. Aside from casting chickens and cows in various, hilariously ridiculous circumstances, Larson could also deliver poignant messages with a straight face, so to speak. One such panel shows a penguin among a crowd of his flightless friends, presumably in Antarctica. Wings stretched out, the penguin sings, \u201cI gotta be me, oh I just gotta be me\u2026\u201d Despite the fact that the little fellow walks, looks and sounds like all the others among his species (aside from the singing), it serves as a reminder that even in a sea of sameness, the ability to stress a unique value proposition can make one rise above the crowd. Not an easy task, to be sure. The same could be said in business. Dealers, manufacturers and distributors all vie for mind space within their customer segment in an attempt to illustrate a unique value proposition that exceeds price consideration. Diversified Computer Supplies (DCS), based in Ann Arbor, Michigan, is a distributor and remanufacturer of OEM and aftermarket imaging supplies to the office technology dealer community\u2014a field not lacking in competitors. Founded in 2003, DCS has elevated itself to the $100 million mark in annual revenues. How does a distributor catapult itself from zero to $100 million in a relatively short timeframe? Acquisition has played a major role in the growth trajectory, particularly DCS\u2019 2006 addition of Original Copy, then led by current DCS vice president Brian O\u2019Connor. Until that point, DCS had primarily focused on OEM branded printer supplies, but adding Original Copy widened that scope to copier brands that are under-served within the wholesale network, notes Brian Leek, division president. DCS has completed six deals since its inception, but adding Original Copy lifted the company into a different stratosphere. \u201cWhen we bought Original Copy in 2006, it forever changed the footprint of DCS within the industry,\u201d Leek said. \u201cThat focus on copier brands continues to be the means which separate DCS from other distributors, both for OEM and aftermarket products.\u201d DCS later obtained the Stantek contract manufacturing operation in late 2010, which guided the company into the world of remanufacturing. Subsequent acquisitions paved a gateway to Latin America business and accelerated not only DCS\u2019 geographic footprint, but its sales reach. Who is DCS In addition to its Ann Arbor headquarters, DCS has distribution facilities in Michigan, Florida, Texas, Nevada and Montreal. It is also a tier-one North American remanufacturer with a production facility in Stanton, Kentucky. DCS offers products from more than 20 of the industry\u2019s leading manufacturers, including Brother, Canon, Epson, HP, Konica Minolta, Kyocera, Lexmark, Ricoh, Sharp and Toshiba. The company\u2019s multiple offerings support a number of devices, such as copiers, inkjet printers, laser printers and fax machines. Its roots as a distributor with thousands of active accounts, and its subsequent move into the remanufacturing sector, have helped create a point of differentiation. The company embarked on an extensive recycling campaign in 2012, providing a considerable source of cores for its remanufacturing operations while reducing its dependency on the core broker market. \u201cWe are able to see new opportunities sooner than most other remanufacturers based on sell-through data after new OEM SKUs are sold through our network,\u201d Leek remarked. \u201cBesides being vertically integrated within an OEM distributor, we are distinguished from other remanufacturers simply by the fact that our operations are in the U.S. We have been ISO-9001 certified since 2011, and also maintain a STMC certification.\u201d Another feather in DCS\u2019 cap is its wealth of industry experience. Leek notes that many times, dealers will reach out regarding technical issues that may have nothing to do with the cartridges themselves. That ability to offer insight fosters customer stickiness and enhances the company\u2019s reputation as a thought leader as opposed to being just a hub for cartridges and supplies. \u201cHaving the depth of knowledge to the extent that we enjoy allows us to help our partners in a lot of different ways,\u201d Leek noted. \u201cWe\u2019re doing a lot of research and support for them beyond the toner cartridges we manufacture.\u201d The key to underscoring DCS\u2019 value proposition is creating meaningful partnerships through products, services and solutions that are superior to alternative sources, notes Katie Ferrigan, senior sales leader and sales development manager. DCS\u2019 broad range of offerings positions it as the only true one-stop shop supplier in the industry, she adds. \u201cOur unique approach, coupled with long-term vision to strategically create unique solutions that help our partners achieve maximum success, has earned DCS a legacy for being a highly trusted and reliable partner in the industry,\u201d Ferrigan said. Managed Print Services One of the value packages in the DCS portfolio is OptiPrint, an adaptable, turnkey MPS platform for dealers. The program enables customization to fit any dealer\u2019s MPS offering, and DCS ensures its dealer channel confidentiality\u2014customer information is not shared with manufacturers. Dealers can avail themselves of competitive pricing for OEM and aftermarket products (including those with extended-yield capacity), advanced monitoring capabilities and proposal-generating software. Leek notes that while MPS occupies a vital and growing segment within the imaging supplies industry, DCS does not see it becoming the dominant segment within the space. Regardless, the distributor\u2019s goal is to provide this software to dealer partners best positioned to leverage opportunities within the end user base. \u201cGenerally, our OptiPrint partners are copier dealers and\/or tech service providers, as those operations tend to have the technical wherewithal to master the software, IT integration and printer maintenance\/support challenges within the MPS space,\u201d Leek stressed. \u201cThe OptiPrint program,which features the PrintFleet software, does not necessarily appeal to all of our partners, but it is quite popular for those who are more technically inclined to take advantage of the MPS opportunities in the market.\u201d Spreading the Word Heather Stemm, senior sales leader and director of channel strategy for DCS, notes the company uses several marketing methods to increase visibility among customers and prospects, including promotional […]<\/p>\n","protected":false},"author":166,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1640],"tags":[],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/36237"}],"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\/166"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=36237"}],"version-history":[{"count":1,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/36237\/revisions"}],"predecessor-version":[{"id":36241,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/36237\/revisions\/36241"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=36237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=36237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=36237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}