New to Copier Sales? What Are You, Nuts?

“When I grow up, I want to sell copiers and printers,” said nobody, ever.

"If two years ago you told me I would be selling copiers, I would have slugged you in the head,” said new reps everywhere.

An aunt to her nephew over Thanksgiving dinner: “What do you do for a living now that you’ve graduated, Johnny?”

“I help companies manage and reduce the costs associated with documents!”

“Oh. You sell copiers. That’s nice. Could you pass the potatoes?"

For those of you who have been in the business for more than a couple of years, you may find the above statements apropos, if not a bit painful. I wanted to be an astronaut once, but the closest thing I’ve gotten to Star Trek is my iPad. I do know the seven steps of the xerographic process, however, so I’ve got that going for me.

Regardless, let’s say you’re a fresh-out-of-school, new copier sales representative. Perhaps you’ve taken a sales class in college, worked retail over the summer, or your friends and family tell you, “You’re such a people person, you should be in sales." Congratulations, you are more than qualified.

As a newbie, your target market is going to be what we love to call “down the street” copier sales. Everybody starts here; many stay. Down the street (DTS) selling is just that; your prospects are located up and down the street and, like the Fuller Brush man, you’re expected to prospect to these small businesses — funeral homes, real estate offices, insurance agents, auto dealers and shops, HVAC, construction, electrical subcontractors, trucking companies, churches and the ever popular print-for-pay businesses.

But the best way to approach this segment is not through a precise email campaign, massive research or a cute social media program. The proven method is a combination of door-knocking and over-the-phone cold calling. That’s it. It’s hard work, no doubt, and the first step in the journey to major and strategic accounts management.

Here’s how these DTS accounts behave:

Read the rest, here.

Why Your Company Doesn't Need a #Copier

All you need is a scanner.

You know you aren't copying as much as you once had been.

WE know you aren't copying as often, too. Heck, we've known for decades you rarely, if ever, copy or print on tabloid, 11x17. So why have we been selling you devices capable of melting plastic on larger sheets of dead tree matter?

Because bigger machines look more impressive, that's why. You've been fooled into believing 'those little printers can't keep up with the bigger copiers...' You've been lied to.

Here's why we've been overselling you for decades:

More sales commission - Entry-level salespeople are compensated on REVENUE. Bigger devices have bigger price tags supporting larger commissions.

Manufacturers quotas - Dealers purchase toner and parts from the manufacturers (OEMs) they sell. These OEMs contract a certain number of devices to be purchased monthly. When a provider fails to meet these commitments, the manufacturer will the cost of toner and parts, thereby reducing margins on the bread and butter of EVERY copier dealer-service contract.

Cheaper cost per image - This issue is especially evil because it is based on truth. Copiers have a less expensive cost per image. Meaning, you'll pay less for USING a copier vs. printing on a traditional printer. If your volumes are in the 10k/emp range, this is a consideration. When calculating YOUR true cost per image, roll in the amortized equipment or machine lease cost into your service cost.

More retail value - Tricky issue, this. Let's just say the retail(which nobody ever charges) value of a device can determine how much soft costs can be shoved into your equipment lease. "Soft cost" is defined as anything from existing buyout figures, software & installation costs, or profit.

Reasons you don't need a copier:

You don't copy any more

At one point in history, employees generated about 10,000 images a month on copiers and printers - this was a per-employee figure.

Today, employees can generate NO images per month let alone copy. Look at your processes. Do you email invoices? Do you accept online payment? Do you still make copies of every invoice you receive?

You never print on 11x17

One of the determining factors when deciding to buy a copier is paper size - original and finished. In the olden days, books and manuals were routinely copied. "Book Copy" was a standard or sought-after feature. A scanner the size of 11x17 was convenient but a bigger scanner means bigger rollers and trays. More power consumption for larger bulbs. Almost twice the size of a 'little printer' - with twice the manufacturing costs.

We knew this. But it was easy to see 'bigger is better and good for everyone on this side of the table.

Paper is slow

Chances are your competition is looking into automating manual processes like Accounts Payables/Receivable. Nobody looks to invest in software to save trees. Your business is nimble and responsive and paper-based business functions are slower and more apt to mistakes than digitized processes.

Are you moving at the speed of thought or the speed of paper?

In the end, the market will determine winners and losers - somebody somewhere will need or require copiers. Indeed, right now there is somebody purchasing buggy-whips.

But you don't ride a horse to work, do you?

Managed Print Services: EatersOfTheDead

August 2010 -

I attended a webinar hosted by the MPSA. The subject matter included a quick synopsis of the MPS industry by InfoTrends and a future view of the MPSA and how our members can contribute to the growth of the Association.

Jim Fitzpatrick, MPSA President presented very well.

The "state of the industry" provided by InfoTrends was great and relevant - unfortunately for me, nothing new.

A re-occurring theme was exposed - the cannibalization of our industry.

Randy, from InfoTrends, observed the "eroding of the supplies market..." and that there is no "real expansion in the market..."

More poignantly, we are "cannibalizing the market".

Randy and others are half right.