{"id":66760,"date":"2025-10-16T13:00:13","date_gmt":"2025-10-16T20:00:13","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=66760"},"modified":"2025-10-16T13:00:14","modified_gmt":"2025-10-16T20:00:14","slug":"how-dealers-are-leveraging-artificial-intelligence-to-garner-net-new-logos","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2025\/10\/how-dealers-are-leveraging-artificial-intelligence-to-garner-net-new-logos\/","title":{"rendered":"How Dealers are Leveraging Artificial Intelligence to Garner Net-New Logos"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

It\u2019s difficult to absorb any type of media, be it print or digital, without being inundated with news about artificial intelligence (AI). It\u2019s truly permeating most aspects of life, and chances are you are either knowingly or unwittingly tapping into some iteration of AI. As the technology continues to reveal itself, applications grow and evolve.<\/p>\n\n\n\n

If you\u2019re already suffering from AI saturation, just know that it\u2019s only going to intensity in 2026. To paraphrase the immortal words of Al Pacino in \u201cScent of a Woman,\u201d AI is \u201cjust getting warmed up.\u201d Fortunately, the tech is going to alleviate many of the headaches we endure in day-to-day business, and the office technology dealer universe is certain to reap some of the benefits.<\/p>\n\n\n\n

But don\u2019t take our word for it. This month\u2019s State of the Industry report on winning net-new business offers a look at how dealers can best use AI to their advantage. The tech is certain to raise the stakes as dealers try to secure those highly coveted new logos. Our esteemed dealer panel shares some insight into how they\u2019ve been able to make AI work for them.<\/p>\n\n\n\n

\"\"
Erik Carlsen, Impact Networking<\/figcaption><\/figure><\/div>\n\n\n\n

For Impact Networking, AI isn\u2019t a bolt-on\/ancillary path consideration. In fact, it\u2019s foundational to the go-to-market strategy employed by the Lake Forest, Illinois dealership. Chief Sales Officer Erik Carlsen notes frontline sellers use large language models (LLMs) for rapid client research, competitive analysis and call preparation to ensure high-value conversations.<\/p>\n\n\n\n

\u201cWhat excites me most is what Impact Labs has built in-house: specialized small language models that tailor the Impact advantage to every stage of the employee and sales process,\u201d he said. \u201cFrom onboarding new hires faster to assessing client environments to accelerating proposal timelines, it\u2019s changing how we compete and win.\u201d<\/p>\n\n\n\n

Taking Temps<\/strong><\/p>\n\n\n\n

\"\"
Hunter Woolfolk, DOCUmation<\/figcaption><\/figure><\/div>\n\n\n\n

Some dealers, like DOCUmation of San Antonio, are relying on AI to provide a clearer picture of the variables and challenges that are shaping vertical markets. Hunter Woolfolk, CEO, notes that being fluent about the issues prospects care about the most provides a critical edge.<\/p>\n\n\n\n

\u201cIt makes prospecting faster, saves time and helps us focus on the right accounts,\u201d Woolfolk remarked. \u201cAI also tracks competitor moves and the economic outlook, so our teams can see what\u2019s coming, adjust quickly, and frame conversations around the things that matter most to customers.\u201d<\/p>\n\n\n\n

\"\"
Patrick Flesch, GFC<\/figcaption><\/figure><\/div>\n\n\n\n

Changes both substantial and subtle have helped Gordon Flesch Company increase its productivity, approach and focus. Patrick Flesch, president and CEO of the Madison, Wisconsin-based dealership, sees it continuing to be a major asset in helping account representatives elevate their game.<\/p>\n\n\n\n

\u201cWe have numerous applications we leverage that help us research target prospects, as well as determine the best approaches, messaging and talk tracks to get the decision-makers attention,\u201d he said. \u201cIt allows us to craft better emails, proposals and presentations. Additionally, we\u2019ve found a number of other benefits, like note taking, generating slides, images and ideas.\u201d<\/p>\n\n\n\n

\"\"
Dean Swenson, TSG<\/figcaption><\/figure><\/div>\n\n\n\n

AI is a valuable tool for The Swenson Group (TSG) of Livermore, California, to identify commonality between the dealer and the company. President Dean Swenson encourages his team to tap AI for researching an account or person within the prospect\u2019s organization to identify any type of \u201calignment\u201d that can be used as a relationship-building block.<\/p>\n\n\n\n

\u201cAI can scour websites and LinkedIn to capture an organization\u2019s core values, mission statement and new product\/service offerings,\u201d he said. \u201cWe can also learn where the contact went to college, where they worked before their current role, and the like.\u201d   <\/p>\n\n\n\n

In Sync<\/strong><\/p>\n\n\n\n

\"\"
Kevin Hoverman, Kelly Office Solutions<\/figcaption><\/figure><\/div>\n\n\n\n

Some dealers such as Kelly Office Solutions of Winston-Salem, North Carolina, are using tools for reaching prospects baked into them. Like TSG, Kelly seeks alignment talking points to foster more meaningful appoints. That means using popular tools like Microsoft Copilot and ChatGPT in concert with Google\u2019s NotebookLM to generate granular information, notes Kevin Hoverman, regional vice president.<\/p>\n\n\n\n

The best part? Hoverman can aggregate the information and consume it in a way that most suits his needs. Hoverman can role-play with some of the AI models, or use it to write email or phone scripts.<\/p>\n\n\n\n

\u201cIt provides research on what this company\u2019s mission is, how Kelly aligns with their goals, and what does this CFO who I\u2019m meeting with care about the most,\u201d he said. \u201cThe research that used to take 45 minutes to an hour can now be done in 30 seconds. I can turn that into a podcast and listen to it while I\u2019m driving to meet with them. That\u2019s mind-blowing, somethings that could\u2019ve never happened before.\u201d<\/p>\n\n\n\n

\"\"
Michelle Shepard, Systel Business Equipment<\/figcaption><\/figure><\/div>\n\n\n\n

For Systel Business Equipment of Fayetteville, North Carolina, AI is enabling the dealer to work smarter by streamlining research, guiding outreach and prepping account reps more effectively for customer interactions. Michelle Shepard, vice president of sales for Systel, notes that it\u2019s been a huge plus for scripting, refining talk tracks and even role-playing objections\u2014all designed to position a more confident company sales rep in front of clients.<\/p>\n\n\n\n

\u201cBalance is key,\u201d she said. AI enhances our strengths but doesn\u2019t replace the human connection. At the end of the day, it\u2019s our ability to listen, understand pain points and deliver exceptional service that wins new business. AI just helps us get there faster.\u201d<\/p>\n\n\n\n

Trust the Process<\/strong><\/p>\n\n\n\n

\"\"
Christie Wakefield, POA<\/figcaption><\/figure><\/div>\n\n\n\n

Regardless of the technology, dealers such as Pacific Office Automation of Beaverton, Oregon, believes an assortment of touchpoints are necessary to enhance the process and your odds of winning an account. Christie Wakefield, the dealer\u2019s vice president of marketing, cited research that asserts clients need to notice your brand between 7 and 20 times before they\u2019re ready to engage.<\/p>\n\n\n\n

\u201cThe goal is to create that steady drumbeat of visibility,\u201d she said, pointing to emails, events, social selling and direct outreach working in concert. \u201cThat\u2019s where content marketing plays a critical role. Blogs, thought leadership pieces, advertising, and even social posts help warm the conversation before a rep ever picks up the phone. When prospects are already familiar with your brand and have seen you provide value in their space, your direct outreach is far more likely to get a response. Content isn\u2019t just filler, it\u2019s the credibility builder that sets the stage for meaningful engagement.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s difficult to absorb any type of media, be it print or digital, without being inundated with news about artificial intelligence (AI). It\u2019s truly permeating most aspects of life, and chances are you are either knowingly or unwittingly tapping into some iteration of AI. As the technology continues to reveal itself, applications grow and evolve. If you\u2019re already suffering from AI saturation, just know that it\u2019s only going to intensity in 2026. To paraphrase the immortal words of Al Pacino in \u201cScent of a Woman,\u201d AI is \u201cjust getting warmed up.\u201d Fortunately, the tech is going to alleviate many of the headaches we endure in day-to-day business, and the office technology dealer universe is certain to reap some of the benefits. But don\u2019t take our word for it. This month\u2019s State of the Industry report on winning net-new business offers a look at how dealers can best use AI to their advantage. The tech is certain to raise the stakes as dealers try to secure those highly coveted new logos. Our esteemed dealer panel shares some insight into how they\u2019ve been able to make AI work for them. For Impact Networking, AI isn\u2019t a bolt-on\/ancillary path consideration. In fact, it\u2019s foundational to the go-to-market strategy employed by the Lake Forest, Illinois dealership. Chief Sales Officer Erik Carlsen notes frontline sellers use large language models (LLMs) for rapid client research, competitive analysis and call preparation to ensure high-value conversations. \u201cWhat excites me most is what Impact Labs has built in-house: specialized small language models that tailor the Impact advantage to every stage of the employee and sales process,\u201d he said. \u201cFrom onboarding new hires faster to assessing client environments to accelerating proposal timelines, it\u2019s changing how we compete and win.\u201d Taking Temps Some dealers, like DOCUmation of San Antonio, are relying on AI to provide a clearer picture of the variables and challenges that are shaping vertical markets. Hunter Woolfolk, CEO, notes that being fluent about the issues prospects care about the most provides a critical edge. \u201cIt makes prospecting faster, saves time and helps us focus on the right accounts,\u201d Woolfolk remarked. \u201cAI also tracks competitor moves and the economic outlook, so our teams can see what\u2019s coming, adjust quickly, and frame conversations around the things that matter most to customers.\u201d Changes both substantial and subtle have helped Gordon Flesch Company increase its productivity, approach and focus. Patrick Flesch, president and CEO of the Madison, Wisconsin-based dealership, sees it continuing to be a major asset in helping account representatives elevate their game. \u201cWe have numerous applications we leverage that help us research target prospects, as well as determine the best approaches, messaging and talk tracks to get the decision-makers attention,\u201d he said. \u201cIt allows us to craft better emails, proposals and presentations. Additionally, we\u2019ve found a number of other benefits, like note taking, generating slides, images and ideas.\u201d AI is a valuable tool for The Swenson Group (TSG) of Livermore, California, to identify commonality between the dealer and the company. President Dean Swenson encourages his team to tap AI for researching an account or person within the prospect\u2019s organization to identify any type of \u201calignment\u201d that can be used as a relationship-building block. \u201cAI can scour websites and LinkedIn to capture an organization\u2019s core values, mission statement and new product\/service offerings,\u201d he said. \u201cWe can also learn where the contact went to college, where they worked before their current role, and the like.\u201d    In Sync Some dealers such as Kelly Office Solutions of Winston-Salem, North Carolina, are using tools for reaching prospects baked into them. Like TSG, Kelly seeks alignment talking points to foster more meaningful appoints. That means using popular tools like Microsoft Copilot and ChatGPT in concert with Google\u2019s NotebookLM to generate granular information, notes Kevin Hoverman, regional vice president. The best part? Hoverman can aggregate the information and consume it in a way that most suits his needs. Hoverman can role-play with some of the AI models, or use it to write email or phone scripts. \u201cIt provides research on what this company\u2019s mission is, how Kelly aligns with their goals, and what does this CFO who I\u2019m meeting with care about the most,\u201d he said. \u201cThe research that used to take 45 minutes to an hour can now be done in 30 seconds. I can turn that into a podcast and listen to it while I\u2019m driving to meet with them. That\u2019s mind-blowing, somethings that could\u2019ve never happened before.\u201d For Systel Business Equipment of Fayetteville, North Carolina, AI is enabling the dealer to work smarter by streamlining research, guiding outreach and prepping account reps more effectively for customer interactions. Michelle Shepard, vice president of sales for Systel, notes that it\u2019s been a huge plus for scripting, refining talk tracks and even role-playing objections\u2014all designed to position a more confident company sales rep in front of clients. \u201cBalance is key,\u201d she said. AI enhances our strengths but doesn\u2019t replace the human connection. At the end of the day, it\u2019s our ability to listen, understand pain points and deliver exceptional service that wins new business. AI just helps us get there faster.\u201d Trust the Process Regardless of the technology, dealers such as Pacific Office Automation of Beaverton, Oregon, believes an assortment of touchpoints are necessary to enhance the process and your odds of winning an account. Christie Wakefield, the dealer\u2019s vice president of marketing, cited research that asserts clients need to notice your brand between 7 and 20 times before they\u2019re ready to engage. \u201cThe goal is to create that steady drumbeat of visibility,\u201d she said, pointing to emails, events, social selling and direct outreach working in concert. \u201cThat\u2019s where content marketing plays a critical role. Blogs, thought leadership pieces, advertising, and even social posts help warm the conversation before a rep ever picks up the phone. When prospects are already familiar with your brand and have seen you provide value in their space, your direct outreach is far more likely to get a response. Content isn\u2019t […]<\/p>\n","protected":false},"author":166,"featured_media":66761,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[4595,1650,82,87,1638],"tags":[1186,2023,764,4024,1010,812,1011],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66760"}],"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=66760"}],"version-history":[{"count":1,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66760\/revisions"}],"predecessor-version":[{"id":66762,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/66760\/revisions\/66762"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/66761"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=66760"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=66760"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=66760"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}