{"id":6793,"date":"2014-04-03T17:02:02","date_gmt":"2014-04-03T21:02:02","guid":{"rendered":"http:\/\/www.theweekinimaging.com\/?p=6793"},"modified":"2014-04-03T17:50:07","modified_gmt":"2014-04-03T21:50:07","slug":"highly-logistical-a-look-at-lexmarks-embedded-logistics-solution-and-how-theyre-helping-dealers-sell-it","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2014\/04\/highly-logistical-a-look-at-lexmarks-embedded-logistics-solution-and-how-theyre-helping-dealers-sell-it\/","title":{"rendered":"Highly Logistical: A Look at Lexmark\u2019s Embedded Logistics Solution and How They\u2019re Helping Dealers Sell It"},"content":{"rendered":"

\"\"<\/a>One of the biggest challenges a dealer sales rep has today, and they\u2019ve got a few, is sorting through and comprehending the variety of solutions on the market as well as how to effectively present that solution to customers and prospects. Recognizing this, Lexmark has developed a finely honed approach that should make this task easier for dealers selling its new Embedded Logistics Solution as well as future vertical solutions.Lexmark has packaged the Embedded Logistics Solution into what they\u2019re calling an Accelerator Pack that the dealer purchases from Lexmark and can use over and over again when selling that solution.<\/p>\n

\u201cWe\u2019ve done 90 percent of the work in terms of developing that solution ahead of time so they have a variable way of deploying it to the customer,\u201d explains Doug Frazier, Manager of Solutions Engagement for Lexmark. \u201cWe\u2019re trying to make it simpler, faster, and more profitable for [dealers] overall.\u201d<\/p>\n

This strategy for selling solutions is the result of the industry experience Lexmark has accumulated over the past 20+ years, which they\u2019ve made more dealer centric. \u201cWe\u2019re targeting a set of solutions that will provide partners with a fresh talk track and a proven method they can take to their customers,\u201d explains Frazier. \u201cThese are solutions we\u2019ve deployed across industries many times over.\u201d<\/p>\n

With this assistance, a dealer sales rep can address a client\u2019s current state and identify what they can talk about or expect to be talking about in terms of the customer\u2019s future state after implementing the solution.<\/p>\n

\"Doug<\/a>

Doug Frazier<\/p><\/div>\n

The Embedded Logistics Solution<\/strong><\/p>\n

The Embedded Logistics Solution, available May 1, targets warehouse operations, manufacturing, distribution, and retail, providing them with the ability to create, capture, process, and retrieve logistics documents more efficiently. It was developed internally using Lexmark technology.<\/p>\n

\u201cIt\u2019s that logistics function where there is a common application area for when they ship merchandise, where they need to produce a shipping label, a packing list, or a bill of lading,\u201d states Frazier.<\/p>\n

Lexmark\u2019s Embedded Logistics Solution consolidates the various steps that have traditionally been part of the shipping process, capturing the information necessary to move those documents through a customer\u2019s business process and route them where they need to go. Documents indexed in electronic form, are easier to locate compared to hard copy documents.\u00a0 The application can also reduce the costs associated with printing preprinted forms on dot matrix printers by printing them on demand.<\/p>\n

The included Solutions Composer workflow scripts ensure that all hard copy documentation is captured at the source using Lexmark MFPs and scanners. This eliminates shipping, processing, and filing of hard copies of that documentation. Users are then prompted when scanning to enter the information necessary to transport those documents through their organization.<\/p>\n

Overall, one of the biggest assets of this solution is that it is completely embedded. \u201cI don\u2019t see anyone else on market pulling this together in this sense,\u201d says Frazier. \u201cLexmark is the only one doing it as an embedded solution.\u201d<\/p>\n

Back to the Accelerator Pack<\/strong><\/p>\n

The Accelerator Pack for the Embedded Logistics Solution assists dealers who are selling it by presenting it in a succinct way to their reps and customers. \u201cThat\u2019s a challenge when you\u2019re talking about a solution and how to approach a customer,\u201d acknowledges Frazier.<\/p>\n

The Accelerator Pack contains one-minute videos created by Lexmark on the solution as well as cards with Power Messaging elements so a dealer rep can go to a whiteboard and map out in four or five elements the customer\u2019s current state and what future state processes might look like. \u201cWe\u2019re explaining how to communicate that and doing it in bulletized terms so they can talk about the benefits they are bringing to the customer,\u201d states Frazier.<\/p>\n

He anticipates that any sales rep should be able to take this information and run with it.<\/p>\n

\u201cWe\u2019re not just bringing our partners software solutions and saying, \u2018here, good luck,\u2019\u201d notes Frazier. \u201cWe\u2019ve trained our territory sales managers on this solution and how to position it. We have solutions consultants in the field that can work with partners on the opportunities. It\u2019s all about helping them sustain their business model and be successful.\u201d<\/p>\n

The Embedded Logistics Solution is an excellent starting point in that many Lexmark dealers have customers and prospects that could benefit from this vertical application. \u201cThis is a rich opportunity for them,\u201d states Frazier. \u201cThey already have those customers that they\u2019re providing some solution for.\u201d<\/p>\n

The margins associated with the logistics solution are potentially lucrative. \u201cWhen we talk about this Accelerator Pack, it\u2019s a kit that they will purchase one time from us and they can deploy it many times over,\u201d emphasizes Frazier. \u201cBeyond the Solutions Composer Agent that they will place on each device to support the capture workflow and a Forms Card that will provide the eforms capability, there\u2019s no other licensing. It\u2019s a leg up in helping them get started.\u201d<\/p>\n

Another benefit of selling a vertical solution from a dealer standpoint is that it helps them open new doors within existing customers as well as prospects. \u201cIt helps them maintain margins on the device because they\u2019re not in a price competitive situation\u2014they are talking about a net process and cost savings to the customer associated with this solution and don\u2019t have to discount the box as much to win the deal,\u201d adds Frazier.<\/p>\n

Going forward, Lexmark will continue to promote a solutions-oriented philosophy. \u201cThrough 2014 and into the coming years we\u2019re looking to put a stronger effort together and help dealers address this challenge of getting this message out,\u201d says Frazier. \u201cWe\u2019ll be coming out with targeted messages that are clear and succinct for their reps so they can convey it with the appropriate value to their customers.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

One of the biggest challenges a dealer sales rep has today, and they\u2019ve got a few, is sorting through and comprehending the variety of solutions on the market as well as how to effectively present that solution to customers and prospects. Recognizing this, Lexmark has developed a finely honed approach that should make this task easier for dealers selling its new Embedded Logistics Solution as well as future vertical solutions.Lexmark has packaged the Embedded Logistics Solution into what they\u2019re calling an Accelerator Pack that the dealer purchases from Lexmark and can use over and over again when selling that solution. \u201cWe\u2019ve done 90 percent of the work in terms of developing that solution ahead of time so they have a variable way of deploying it to the customer,\u201d explains Doug Frazier, Manager of Solutions Engagement for Lexmark. \u201cWe\u2019re trying to make it simpler, faster, and more profitable for [dealers] overall.\u201d This strategy for selling solutions is the result of the industry experience Lexmark has accumulated over the past 20+ years, which they\u2019ve made more dealer centric. \u201cWe\u2019re targeting a set of solutions that will provide partners with a fresh talk track and a proven method they can take to their customers,\u201d explains Frazier. \u201cThese are solutions we\u2019ve deployed across industries many times over.\u201d With this assistance, a dealer sales rep can address a client\u2019s current state and identify what they can talk about or expect to be talking about in terms of the customer\u2019s future state after implementing the solution. The Embedded Logistics Solution The Embedded Logistics Solution, available May 1, targets warehouse operations, manufacturing, distribution, and retail, providing them with the ability to create, capture, process, and retrieve logistics documents more efficiently. It was developed internally using Lexmark technology. \u201cIt\u2019s that logistics function where there is a common application area for when they ship merchandise, where they need to produce a shipping label, a packing list, or a bill of lading,\u201d states Frazier. Lexmark\u2019s Embedded Logistics Solution consolidates the various steps that have traditionally been part of the shipping process, capturing the information necessary to move those documents through a customer\u2019s business process and route them where they need to go. Documents indexed in electronic form, are easier to locate compared to hard copy documents.\u00a0 The application can also reduce the costs associated with printing preprinted forms on dot matrix printers by printing them on demand. The included Solutions Composer workflow scripts ensure that all hard copy documentation is captured at the source using Lexmark MFPs and scanners. This eliminates shipping, processing, and filing of hard copies of that documentation. Users are then prompted when scanning to enter the information necessary to transport those documents through their organization. Overall, one of the biggest assets of this solution is that it is completely embedded. \u201cI don\u2019t see anyone else on market pulling this together in this sense,\u201d says Frazier. \u201cLexmark is the only one doing it as an embedded solution.\u201d Back to the Accelerator Pack The Accelerator Pack for the Embedded Logistics Solution assists dealers who are selling it by presenting it in a succinct way to their reps and customers. \u201cThat\u2019s a challenge when you\u2019re talking about a solution and how to approach a customer,\u201d acknowledges Frazier. The Accelerator Pack contains one-minute videos created by Lexmark on the solution as well as cards with Power Messaging elements so a dealer rep can go to a whiteboard and map out in four or five elements the customer\u2019s current state and what future state processes might look like. \u201cWe\u2019re explaining how to communicate that and doing it in bulletized terms so they can talk about the benefits they are bringing to the customer,\u201d states Frazier. He anticipates that any sales rep should be able to take this information and run with it. \u201cWe\u2019re not just bringing our partners software solutions and saying, \u2018here, good luck,\u2019\u201d notes Frazier. \u201cWe\u2019ve trained our territory sales managers on this solution and how to position it. We have solutions consultants in the field that can work with partners on the opportunities. It\u2019s all about helping them sustain their business model and be successful.\u201d The Embedded Logistics Solution is an excellent starting point in that many Lexmark dealers have customers and prospects that could benefit from this vertical application. \u201cThis is a rich opportunity for them,\u201d states Frazier. \u201cThey already have those customers that they\u2019re providing some solution for.\u201d The margins associated with the logistics solution are potentially lucrative. \u201cWhen we talk about this Accelerator Pack, it\u2019s a kit that they will purchase one time from us and they can deploy it many times over,\u201d emphasizes Frazier. \u201cBeyond the Solutions Composer Agent that they will place on each device to support the capture workflow and a Forms Card that will provide the eforms capability, there\u2019s no other licensing. It\u2019s a leg up in helping them get started.\u201d Another benefit of selling a vertical solution from a dealer standpoint is that it helps them open new doors within existing customers as well as prospects. \u201cIt helps them maintain margins on the device because they\u2019re not in a price competitive situation\u2014they are talking about a net process and cost savings to the customer associated with this solution and don\u2019t have to discount the box as much to win the deal,\u201d adds Frazier. Going forward, Lexmark will continue to promote a solutions-oriented philosophy. \u201cThrough 2014 and into the coming years we\u2019re looking to put a stronger effort together and help dealers address this challenge of getting this message out,\u201d says Frazier. \u201cWe\u2019ll be coming out with targeted messages that are clear and succinct for their reps so they can convey it with the appropriate value to their customers.\u201d<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[82],"tags":[1315,1314],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/6793"}],"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\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=6793"}],"version-history":[{"count":8,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/6793\/revisions"}],"predecessor-version":[{"id":6803,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/6793\/revisions\/6803"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=6793"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=6793"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=6793"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}