Sunday, January 6, 2013

How Do We Monetize Workflow?


As far back as 1999, assessments and workflow studies were performed as a way to determine exactly where our machines fit best. They were part of a hardware play. The “study” – or assessment – became embedded into all of our sales cycles. Indeed, some sales managers used "number of assessments" as a funnel metric.

OEM training courses included feature benefits, product specification and demo scripts. The more advanced selling courses incorporated a needs assessment and cost/benefit proposal training, and for the time, those courses were pretty well received.

We attended class after class, espousing various pain points, exposing methods and techniques designed to increase your share of their wallet. Because the assessments were nothing more than a component of the selling process, we never expected to be paid for those efforts. If walking around for a few days, interviewing workers, jotting down serial numbers and printing usage reports falls under the normal responsibilities of a copier rep, why would we charge for this service?

Why? Because it is the future

I think points about volumes falling, machine installs stalling and OEMs suffering don't need to be made here. Facts are stubborn things. Print is going to fade, and if...

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