Edgeline - "Just an InkJet"

July, 2008

Just an Inkjet printer? Well, yes...it's like comparing the Kon Tiki with the Space Shuttle. 

I have heard this from a few prospective Edgeline clients recently. 

 - And I have to ask myself, how did this come to be? 

 - How did this statement of fact come to be an objection in the selling process? 

 - How can Edgeline Technology, ink-based, first be compared to and then relegated down to the level of a "DeskJet 500"? 

In the phrase, "My Competition and the Ignorance of my Prospect." The ignorance issue, I can deal with. Ignorance can be cured, but stupidity can not. And in this case, if Ignorance is the disease, I am the Cure. More importantly, what lies beneath this "objection" is the fact that competitors to Edgeline may be paying attention and developing strategies against it. 

I can not tell if this is an organic occurrence or if some "xerographic" people are distributing "talking notes" - to be honest, I can not imagine anyone (Xerox, Canon, Ricoh, K/M) worrying too much about their eroding market share relative to Edgeline. Edgeline just isn't there yet. Well, the Edgeline technology is but all the necessary "accouterments" around the technology (channel, brand recognition, business philosophy, etc.) from HP are not in place just yet. 

Edgeline has only been on the streets for about a year now - and there is a long row to hoe on the way to moving 3400 units a year. It will get there - and in five years, we may be all lauding how impossible it must have been to use machines that only produced color at 60 pages per minute. If you like this post, try these:

So Really. What is the Big Deal about "Ink Jet"??

A Return to Edgeline

Edgeline...and the BreadCrumbs...

A Return to Selling

"Copiers, are all the same."

You could call that statement "The Neutralizer". In one swoop, you have just made all the copiers your prospect will ever see or evaluate into a commodity.
Let's face it, most clients already think that all copiers are the same. So why not confirm their beliefs, putting all the "spec sheet minutia" aside and concentrating on real problems and business cases.

This strategic approach not only puts the prospect into a different mind-set, but re-positions the sales rep into a Selling Professional.

Imagine, if you sell copiers and every single one was the same. How would you differentiate yourself? Think about it...your first copy out time is identical, all the machines scan to folder, use electronic bread crumbs to clear misfeeds, have large, proven, successful, U.S. based, global manufactures behind them, and easily connect to the network.

Well, yes, salespeople in general "take the path of least resistance"(translation, we're lazy) so the easiest way to differentiate is to lower the price. It's also the simplest way to fall into the commodity model. But then again, sales people take the path of least resistance.

For the rest of the story, go here...

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Xerox and HP Stock News, etc.

Some interesting moves with each company's stocks...

"Hewlett Packard Co (HPQ) more shares bought by Exxonmobil Investment Management Inc." Here

HP Green

HP has been recognized as a certified IT Asset Disposal vendor by IDC, a leading provider of global IT research and advice. From this announcement:

"...Older assets with residual value are typically remarketed, while obsolete or damaged equipment is channeled into HP's recycling process. HP recycled nearly 250 million pounds of hardware and print cartridges globally in its fiscal year 2007 - an increase of approximately 50 percent over the previous year. HP also reused 65 million pounds of hardware, refurbishing it for resale or donation, which increased its annual reuse rate by 30 percent.

Started in 1987, the HP Planet Partners recycling program now operates in more than 50 countries, regions and territories. The program seeks to reduce the environmental impact of IT products, minimize waste going to landfills, and help customers conveniently and responsibly manage products at their end of life..."

"Xerox Corp (XRX) holdings reduced by Exxonmobil Investment Management Inc" Here


Speaking of Xerox

From a recent article from ENN,

"Xerox has signed on as a founding member of the Information Overload Research Group (IORG), which will focus on boosting workplace productivity by fighting information overload. Xerox joins Microsoft, Intel and IBM, which are also members of the group. IORG's mission is to build awareness of information overload, conduct research, help define best practices, contribute to the creation of solutions and resources, offer guidance and facilitation and help make the business case for fighting information overload."

Good to see somebody is fighting information overload...except, aren't these people pretty much responsible for all the information overload in the first place?

From Guam:

Auditor: Copier contract may be illegal.
School system says it's an ongoing contract, doesn't need bid-

"...In February, Island Business Systems and Supplies filed a procurement appeal against GPSS with the public auditor. The business estimated GPSS purchases $130,000 of Xerox-brand copier equipment per month..."

Is it me, or does 130k/month sound like alot?

Of course, the appeal comes 3 years into an agreement. This sounds and looks like sour grapes on the part of the losing vendor.