{"id":70936,"date":"2026-09-24T13:59:14","date_gmt":"2026-09-24T20:59:14","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=70936"},"modified":"2026-09-24T13:59:15","modified_gmt":"2026-09-24T20:59:15","slug":"learning-on-the-fly-dealers-share-production-print-lessons","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/feature-articles\/2026\/09\/learning-on-the-fly-dealers-share-production-print-lessons\/","title":{"rendered":"Learning on the Fly: Dealers Share Production Print Lessons"},"content":{"rendered":"\n
\"\"<\/figure><\/div>\n\n\n\n

The production print business carries with it some of the same trappings as managed IT. It\u2019s not simplistic technology; it requires a great deal of knowledge and experience to be proficient as a dealer. The technical service component can make or break a relationship; extended down time can leave a customer on life support. Clients need to be assured that you are guiding them properly.<\/p>\n\n\n\n

Production print is a long-term commitment, and consistency of sales and service is necessary to forge extended relationships with customers. This week\u2019s focus on the State of the Industry report chronicles some of the lessons learned by veteran production dealers that have helped them foster a reputation for being a quality provider.<\/p>\n\n\n\n

\"\"
Jeff Presnall,
Datamax<\/figcaption><\/figure><\/div>\n\n\n\n

The root of all success with production print lies in the ability to deliver unmatched service, according to Jeff Presnall, production specialist for Datamax of Texas and Arkansas. It ensures your dealership will be best positioned to grow the relationship when the client has the resources and need to add or replace equipment. It\u2019s a subject he frequently broaches with sales teams.<\/p>\n\n\n\n

\u201cMost of them remember what it was like having a lower level of service [with another provider] and they don\u2019t want to go back,\u201d Presnall noted. \u201cIntegration with other systems is a key as well. Having a successful solution based on software that is integrated with their presses, etc., makes customers much less likely to seek a different provider if there is any way to grow the relationship instead.\u201d<\/p>\n\n\n\n

True Goals<\/strong><\/p>\n\n\n\n

\"\"
Deb Dellaposta,
Doing Better Business<\/figcaption><\/figure><\/div>\n\n\n\n

One of the key takeaways gleaned by Deb Dellaposta, president and CEO of Doing Better Business of Altoona, Pennsylvania, is the fundamental principle that customers buy technology in order to solve a business problem, not for the sake of adding new gear. Equipment is not the conversation catalyst; she preaches understanding how the customer works, where it\u2019s struggling and what they seek to accomplish.<\/p>\n\n\n\n

\u201cI’ve also learned that the sale is just the beginning of the relationship,\u201d Dellaposta noted. \u201cSome of our strongest customer relationships have lasted decades because we continue showing up after the installation. We review their environment, look for opportunities to improve workflows, help them adapt as their business changes, and continue earning their trust year after year.<\/p>\n\n\n\n

She’s another exec who firmly believes the foundation of the dealer-client relationship is grounded in service. \u201cTechnology will continue to evolve. AI will continue to evolve. Production equipment will continue to evolve,\u201d Dellaposta said. \u201cBut I\u2019m convinced customers still choose to do business with people they trust. The companies that invest in relationships, expertise and service will be the ones customers rely on for the long haul.\u201d<\/p>\n\n\n\n

\"\"
Ray Bullins,
Systel Business Equipment<\/figcaption><\/figure><\/div>\n\n\n\n

Paying attention to detail goes a long way in fostering strong relationships with clients, notes Ray Bullins, vice president of sales for Systel Business Equipment in Fayetteville, North Carolina. He cited examples that underscore the importance of ensuring equipment sold to a client can perform a requested function that was promised. A missing (and costly) piece of equipment necessary to deliver on that promise could bite a dealer in its purse.<\/p>\n\n\n\n

Expertise can work to a dealer’s advantage in more ways than one. \u201cClients will say they wish they could do a certain function with their current equipment, but when you look at the technology another vendor sold them, they actually could do that function,\u201d Bullins noted. \u201cThey just haven’t been educated on how to do it. It all goes back to being a good partner and having the knowledge base to do it.\u201d<\/p>\n\n\n\n

Locking it Down<\/strong><\/p>\n\n\n\n

\"\"
Stephanie Keating Phillips,
Advanced Imaging Solutions<\/figcaption><\/figure><\/div>\n\n\n\n

There are fundamentals that enable dealers like Advanced Imaging Solutions of Minnetonka, Minnesota, to thrive in production print over the long haul. Stephanie Keating Phillips, director of production print and solutions, cites proper production-level training as one key. Partnering with an OEM that has a program that allows a dealer to graduate from working on MFPs to the production units is vital, and having a strong support team to guide customers is another must. Clients who work in the production realm are in high-stress, high-volume environments; it\u2019s a much bigger deal if one of these units go down as opposed to a law office losing one of its five MFPs, she noted.<\/p>\n\n\n\n

Given the stress, this client set needs to be reassured that your service crew can swiftly assess and correct issues that are preventing machine operation. \u201cEnsure that your techs are talking with one another before sharing what the issue is with the client,\u201d Phillips said. \u201cMake sure that whoever takes charge of that gets a resolution quickly and works with the tech to fully educate the client on what’s going on. You need to set expectations and not promise a time to be back up and running until you\u2019ve fully investigated it. From a sales perspective, you need to be fully transparent with your client on what the expectation is from your service team.\u201d  <\/p>\n\n\n\n

\"\"
Troy Olson,
Les Olson IT<\/figcaption><\/figure><\/div>\n\n\n\n

Having the lowest price may work for some providers, but for dealers such as Les Olson IT, it\u2019s not a formula for sustained success. Delivering the best overall experience is priority one for the Salt Lake City dealership, notes owner Troy Olson. As production print is a consultative business, being well-versed with the client\u2019s workflow, identifying improvement opportunities and recommending solutions that support their long-term goals helps solidify a point of differentiation.<\/p>\n\n\n\n

\u201cWe\u2019ve also learned that service is every bit as important as the equipment itself, Olson added. Fast response times, knowledgeable technicians, ongoing training and proactive customer support are essential. When customers know they can depend on you after the installation, it creates trust that leads to long-term partnerships.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

The production print business carries with it some of the same trappings as managed IT. It\u2019s not simplistic technology; it requires a great deal of knowledge and experience to be proficient as a dealer. The technical service component can make or break a relationship; extended down time can leave a customer on life support. Clients need to be assured that you are guiding them properly. Production print is a long-term commitment, and consistency of sales and service is necessary to forge extended relationships with customers. This week\u2019s focus on the State of the Industry report chronicles some of the lessons learned by veteran production dealers that have helped them foster a reputation for being a quality provider. The root of all success with production print lies in the ability to deliver unmatched service, according to Jeff Presnall, production specialist for Datamax of Texas and Arkansas. It ensures your dealership will be best positioned to grow the relationship when the client has the resources and need to add or replace equipment. It\u2019s a subject he frequently broaches with sales teams. \u201cMost of them remember what it was like having a lower level of service [with another provider] and they don\u2019t want to go back,\u201d Presnall noted. \u201cIntegration with other systems is a key as well. Having a successful solution based on software that is integrated with their presses, etc., makes customers much less likely to seek a different provider if there is any way to grow the relationship instead.\u201d True Goals One of the key takeaways gleaned by Deb Dellaposta, president and CEO of Doing Better Business of Altoona, Pennsylvania, is the fundamental principle that customers buy technology in order to solve a business problem, not for the sake of adding new gear. Equipment is not the conversation catalyst; she preaches understanding how the customer works, where it\u2019s struggling and what they seek to accomplish. \u201cI’ve also learned that the sale is just the beginning of the relationship,\u201d Dellaposta noted. \u201cSome of our strongest customer relationships have lasted decades because we continue showing up after the installation. We review their environment, look for opportunities to improve workflows, help them adapt as their business changes, and continue earning their trust year after year. She’s another exec who firmly believes the foundation of the dealer-client relationship is grounded in service. \u201cTechnology will continue to evolve. AI will continue to evolve. Production equipment will continue to evolve,\u201d Dellaposta said. \u201cBut I\u2019m convinced customers still choose to do business with people they trust. The companies that invest in relationships, expertise and service will be the ones customers rely on for the long haul.\u201d Paying attention to detail goes a long way in fostering strong relationships with clients, notes Ray Bullins, vice president of sales for Systel Business Equipment in Fayetteville, North Carolina. He cited examples that underscore the importance of ensuring equipment sold to a client can perform a requested function that was promised. A missing (and costly) piece of equipment necessary to deliver on that promise could bite a dealer in its purse. Expertise can work to a dealer’s advantage in more ways than one. \u201cClients will say they wish they could do a certain function with their current equipment, but when you look at the technology another vendor sold them, they actually could do that function,\u201d Bullins noted. \u201cThey just haven’t been educated on how to do it. It all goes back to being a good partner and having the knowledge base to do it.\u201d Locking it Down There are fundamentals that enable dealers like Advanced Imaging Solutions of Minnetonka, Minnesota, to thrive in production print over the long haul. Stephanie Keating Phillips, director of production print and solutions, cites proper production-level training as one key. Partnering with an OEM that has a program that allows a dealer to graduate from working on MFPs to the production units is vital, and having a strong support team to guide customers is another must. Clients who work in the production realm are in high-stress, high-volume environments; it\u2019s a much bigger deal if one of these units go down as opposed to a law office losing one of its five MFPs, she noted. Given the stress, this client set needs to be reassured that your service crew can swiftly assess and correct issues that are preventing machine operation. \u201cEnsure that your techs are talking with one another before sharing what the issue is with the client,\u201d Phillips said. \u201cMake sure that whoever takes charge of that gets a resolution quickly and works with the tech to fully educate the client on what’s going on. You need to set expectations and not promise a time to be back up and running until you\u2019ve fully investigated it. From a sales perspective, you need to be fully transparent with your client on what the expectation is from your service team.\u201d   Having the lowest price may work for some providers, but for dealers such as Les Olson IT, it\u2019s not a formula for sustained success. Delivering the best overall experience is priority one for the Salt Lake City dealership, notes owner Troy Olson. As production print is a consultative business, being well-versed with the client\u2019s workflow, identifying improvement opportunities and recommending solutions that support their long-term goals helps solidify a point of differentiation. \u201cWe\u2019ve also learned that service is every bit as important as the equipment itself, Olson added. Fast response times, knowledgeable technicians, ongoing training and proactive customer support are essential. When customers know they can depend on you after the installation, it creates trust that leads to long-term partnerships.\u201d<\/p>\n","protected":false},"author":166,"featured_media":70937,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1650,82,4729,87,1638],"tags":[],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/70936"}],"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=70936"}],"version-history":[{"count":1,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/70936\/revisions"}],"predecessor-version":[{"id":70938,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/70936\/revisions\/70938"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/70937"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=70936"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=70936"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=70936"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}