{"id":66481,"date":"2025-09-26T07:39:22","date_gmt":"2025-09-26T14:39:22","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=66481"},"modified":"2025-09-26T07:45:13","modified_gmt":"2025-09-26T14:45:13","slug":"dealer-tips-for-selling-non-mfp-hardware-sage-advice-from-the-pros","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2025\/09\/dealer-tips-for-selling-non-mfp-hardware-sage-advice-from-the-pros\/","title":{"rendered":"Dealer Tips for Selling Non-MFP Hardware: Sage Advice from the Pros"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

Are you currently thinking about adding a new non-MFP hardware item to your product catalog, or is it something you\u2019ve kicked around in the past? Would you benefit from ancillary revenue to offset the volume loss from the big boxes? The second question is silly; of course, you would. But even the most basic of offerings requires an investment in time, money and resources. It\u2019s hardly a set-it-and-forget-it proposition.<\/p>\n\n\n\n

As you ponder whether the juice is worth the proverbial squeeze, we cap off this month\u2019s look at non-MFP hardware options with some tips and tricks from the folks who have already committed themselves to becoming successful with a given offering. While you don\u2019t need a sales primer, every product has its nuances that should be considered.<\/p>\n\n\n\n

\"\"
Tom Ouellette, Budget<\/figcaption><\/figure><\/div>\n\n\n\n

When it comes to unified communications-as-a-service (UCaaS), Tom Ouellette\u2014the president of Budget Document Technology in Lewiston, Maine\u2014offers six talking points that bear considering, as they can enhance your odds of success. They are:<\/p>\n\n\n\n

Leverage your existing service relationships for credibility.<\/strong> Your current clients already trust your technical capabilities and service commitment. Use routine maintenance calls and account reviews to identify communication frustrations.<\/p>\n\n\n\n

\u201cClients who rely on you for critical document workflows will naturally extend that trust to communications systems when you demonstrate competence,\u201d he noted.<\/p>\n\n\n\n

Focus on operational pain points, not technical features.<\/strong> Don’t lead with VoIP capabilities or cloud platform benefits. Instead, identify specific communication bottlenecks\u2014missed calls during busy periods, inefficient call routing, lack of mobile integration, or poor support from current providers.<\/p>\n\n\n\n

\u201cROI discussions around improved productivity and reduced communication costs resonate better than technical specifications,\u201d Ouellette said.<\/p>\n\n\n\n

Invest in proper discovery.<\/strong> UCaaS implementations require thorough understanding of client workflows, physical layouts, and communication patterns. The collaborative discovery process Budget employs\u2014involving client stakeholders, its team, and Zultys support\u2014is crucial for success. This upfront investment prevents costly configuration changes and ensures client satisfaction.<\/p>\n\n\n\n

Have a clearly defined engagement process. <\/strong>Make sure your sales reps can articulate a clear simple engagement process to demystify and unpack the misconception that switching phone systems needs to be complicated and painful. Ouellette notes the process begins with a 30-minute discovery call with the client, the Zultys Subject Matter Experts, and the dealer\u2019s sales representative to understand current workflows, needs and pain points. This leads to a custom 1-1.5 hour platform demo tailored to their specific requirements, followed by a brief call to finalize phone counts and licensing for accurate pricing. Budget wraps up with a proposal presentation meeting to review the complete custom solution designed for their unique environment.<\/p>\n\n\n\n

\u201cIf the client moves forward, we engage their key stakeholders and IT support for implementation planning. Zultys’ technical team leads this call, gathering all necessary information for successful technical implementation,\u201d he said. \u201cPhones are then preconfigured based on the project planning and direct-shipped to the client, clearly labeled for their designated placement.”<\/p>\n\n\n\n

Partner strategically with your UCaaS provider.<\/strong> Choose a vendor that offers robust implementation support, training resources and ongoing technical assistance. Zultys’ direct-ship configuration service and support during implementations allows the dealer to compete with larger telecommunications providers while maintaining its client-focused approach.<\/p>\n\n\n\n

Position as business continuity and efficiency solution.<\/strong> UCaaS isn’t just about phone service\u2014it’s about ensuring reliable communications for business operations. This is particularly important for mission-critical environments like health care, manufacturing or public safety, where communication failures have serious consequences.<\/p>\n\n\n\n

\"\"
Ronnie Lemen, American Business Machines<\/figcaption><\/figure><\/div>\n\n\n\n

A good rule of thumb to follow when selling security hardware like cameras and access systems is to lead with discovery as opposed to the product, notes Ronnie Lemen, IT and security solutions director for American Business Machines of Bakersfield, California. While listening to clients, Lemen feels it\u2019s important to understand their environment, pain points and existing infrastructure to carve out a tailored solution.<\/p>\n\n\n\n

Lemen also believes it\u2019s critical to introduce your dealer\u2019s subject matter experts in the conversation during the outset. \u201cSecurity projects often involve technical details and long-term planning, so having someone who can design the right solution builds confidence with the client and speeds up the sales process,\u201d he added.<\/p>\n\n\n\n

Being mindful of budgeting cycles\u2014particularly in sectors such as education and government\u2014cuts across all offerings. Timing is key, Lemen remarked, and aligning the dealer\u2019s sales efforts with the funding windows can dictate success.<\/p>\n\n\n\n

Finally, paint a picture of your dealership as a long-term partner as opposed to merely a product vendor. \u201cEmphasize support, scalability, and how your solution will continue to evolve with the client\u2019s needs,\u201d he said. \u201cSelling security is not just about cameras and access control\u2014it\u2019s about safety, peace of mind, and trust.\u201d<\/p>\n\n\n\n

Value Prop<\/strong><\/p>\n\n\n\n

\"\"
James Loffler, Loffler Companies<\/figcaption><\/figure><\/div>\n\n\n\n

When a dealer such as Loffler Companies of St. Louis Park, Minnesota, broaches the subject of managed network services, the appropriate angle favors selling strategy in addition to technology. James Loffler, company president, underscores the importance of enabling clients to align IT with their business goals.<\/p>\n\n\n\n

A strong pre-sales process strategy will also go a long way toward cultivating desired outcomes. \u201cUsing assessments to uncover client needs early and assigning subject matter experts to guide the conversation can build trust and set the stage for long-term success,\u201d he said.<\/p>\n\n\n\n

Loffler encourages MNS providers to join an IT peer group and benefit from insight into the business model. Members can also benchmark their progress and stay on top of a rapidly evolving space.<\/p>\n\n\n\n

\u201cCollaborating with other dealers who are navigating similar challenges can accelerate your learning curve and help you avoid costly missteps,\u201d he added.<\/p>\n\n\n\n

\"\"
Erik Crane, CPI Technologies<\/figcaption><\/figure><\/div>\n\n\n\n

When it comes to products such as digital displays and interactive white boards, it\u2019s important to have a thorough understanding of the players in your market. Erik Crane, president and CEO of CPI Technologies in Springfield, Missouri, likes to know which competitors of his are selling the same products within a given market, so that his dealership doesn\u2019t become an also-ran that saturates the landscape.<\/p>\n\n\n\n

\u201cDon\u2019t become a \u2018me, too.\u2019 You have to offer something slightly different,\u201d he said. \u201cAlso, we can provide more of a personal touch through our local offices. That\u2019s what can help you stand out among the rest.<\/p>\n\n\n\n

\u201cMake sure that whatever you offer, it\u2019s a product you would feel comfortable using in your business,\u201d Crane added. \u201cIf you\u2019re not comfortable with it, you\u2019re going to have the confidence to sell and service it. You should love what you sell.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Are you currently thinking about adding a new non-MFP hardware item to your product catalog, or is it something you\u2019ve kicked around in the past? Would you benefit from ancillary revenue to offset the volume loss from the big boxes? The second question is silly; of course, you would. But even the most basic of offerings requires an investment in time, money and resources. It\u2019s hardly a set-it-and-forget-it proposition. As you ponder whether the juice is worth the proverbial squeeze, we cap off this month\u2019s look at non-MFP hardware options with some tips and tricks from the folks who have already committed themselves to becoming successful with a given offering. While you don\u2019t need a sales primer, every product has its nuances that should be considered. When it comes to unified communications-as-a-service (UCaaS), Tom Ouellette\u2014the president of Budget Document Technology in Lewiston, Maine\u2014offers six talking points that bear considering, as they can enhance your odds of success. They are: Leverage your existing service relationships for credibility. Your current clients already trust your technical capabilities and service commitment. Use routine maintenance calls and account reviews to identify communication frustrations. \u201cClients who rely on you for critical document workflows will naturally extend that trust to communications systems when you demonstrate competence,\u201d he noted. Focus on operational pain points, not technical features. Don’t lead with VoIP capabilities or cloud platform benefits. Instead, identify specific communication bottlenecks\u2014missed calls during busy periods, inefficient call routing, lack of mobile integration, or poor support from current providers. \u201cROI discussions around improved productivity and reduced communication costs resonate better than technical specifications,\u201d Ouellette said. Invest in proper discovery. UCaaS implementations require thorough understanding of client workflows, physical layouts, and communication patterns. The collaborative discovery process Budget employs\u2014involving client stakeholders, its team, and Zultys support\u2014is crucial for success. This upfront investment prevents costly configuration changes and ensures client satisfaction. Have a clearly defined engagement process. Make sure your sales reps can articulate a clear simple engagement process to demystify and unpack the misconception that switching phone systems needs to be complicated and painful. Ouellette notes the process begins with a 30-minute discovery call with the client, the Zultys Subject Matter Experts, and the dealer\u2019s sales representative to understand current workflows, needs and pain points. This leads to a custom 1-1.5 hour platform demo tailored to their specific requirements, followed by a brief call to finalize phone counts and licensing for accurate pricing. Budget wraps up with a proposal presentation meeting to review the complete custom solution designed for their unique environment. \u201cIf the client moves forward, we engage their key stakeholders and IT support for implementation planning. Zultys’ technical team leads this call, gathering all necessary information for successful technical implementation,\u201d he said. \u201cPhones are then preconfigured based on the project planning and direct-shipped to the client, clearly labeled for their designated placement.” Partner strategically with your UCaaS provider. Choose a vendor that offers robust implementation support, training resources and ongoing technical assistance. Zultys’ direct-ship configuration service and support during implementations allows the dealer to compete with larger telecommunications providers while maintaining its client-focused approach. Position as business continuity and efficiency solution. UCaaS isn’t just about phone service\u2014it’s about ensuring reliable communications for business operations. This is particularly important for mission-critical environments like health care, manufacturing or public safety, where communication failures have serious consequences. A good rule of thumb to follow when selling security hardware like cameras and access systems is to lead with discovery as opposed to the product, notes Ronnie Lemen, IT and security solutions director for American Business Machines of Bakersfield, California. While listening to clients, Lemen feels it\u2019s important to understand their environment, pain points and existing infrastructure to carve out a tailored solution. Lemen also believes it\u2019s critical to introduce your dealer\u2019s subject matter experts in the conversation during the outset. \u201cSecurity projects often involve technical details and long-term planning, so having someone who can design the right solution builds confidence with the client and speeds up the sales process,\u201d he added. Being mindful of budgeting cycles\u2014particularly in sectors such as education and government\u2014cuts across all offerings. Timing is key, Lemen remarked, and aligning the dealer\u2019s sales efforts with the funding windows can dictate success. Finally, paint a picture of your dealership as a long-term partner as opposed to merely a product vendor. \u201cEmphasize support, scalability, and how your solution will continue to evolve with the client\u2019s needs,\u201d he said. \u201cSelling security is not just about cameras and access control\u2014it\u2019s about safety, peace of mind, and trust.\u201d Value Prop When a dealer such as Loffler Companies of St. Louis Park, Minnesota, broaches the subject of managed network services, the appropriate angle favors selling strategy in addition to technology. James Loffler, company president, underscores the importance of enabling clients to align IT with their business goals. A strong pre-sales process strategy will also go a long way toward cultivating desired outcomes. \u201cUsing assessments to uncover client needs early and assigning subject matter experts to guide the conversation can build trust and set the stage for long-term success,\u201d he said. Loffler encourages MNS providers to join an IT peer group and benefit from insight into the business model. Members can also benchmark their progress and stay on top of a rapidly evolving space. \u201cCollaborating with other dealers who are navigating similar challenges can accelerate your learning curve and help you avoid costly missteps,\u201d he added. When it comes to products such as digital displays and interactive white boards, it\u2019s important to have a thorough understanding of the players in your market. Erik Crane, president and CEO of CPI Technologies in Springfield, Missouri, likes to know which competitors of his are selling the same products within a given market, so that his dealership doesn\u2019t become an also-ran that saturates the landscape. \u201cDon\u2019t become a \u2018me, too.\u2019 You have to offer something slightly different,\u201d he said. \u201cAlso, we can provide more of a personal touch through our local offices. That\u2019s what can help you stand out among […]<\/p>\n","protected":false},"author":166,"featured_media":66482,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,87,1638],"tags":[4067,129,3392,560],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66481"}],"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=66481"}],"version-history":[{"count":2,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66481\/revisions"}],"predecessor-version":[{"id":66493,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66481\/revisions\/66493"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/66482"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=66481"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=66481"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=66481"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}