A look at BTA’s longest-term member dealerships by Brent Hoskins Office Technology Magazine
The Business Technology Association (BTA) was founded in 1926 and, so, has many long-term member dealerships. This month’s cover story includes brief profiles of the top three, having joined in 1939, 1941 and 1942.
The Quantum Advantage
Why dealers should start paying attention now by Jonathan Blakey Technology Assurance Group (TAG)
You have another opportunity like the cloud on the horizon. It is called quantum computing and it is about to be that same kind of shift — only bigger. If you are an office technology dealer, you will want to get ahead of this curve.
AI INSIGHT
18 A Silent Partner How AI is solving business problems by Thomas Fimian Levifi
In today’s business environment, staying productive can feel like an uphill battle. The introduction of AI into business operations can streamline processes, reduce human error and empower employees to focus on higher-value tasks.
LEGAL PERSPECTIVE
23 Negative Option Rules
Remain in compliance by allowing ‘click to cancel’ by Greg Goldberg
BTA General Counsel
Compliance with Negative Option Rules may be important for BTA members because they may be applied broadly to any business-tobusiness transactions with automatic renewal provisions, including equipment leases, service agreements, etc.
DEALERS HELPING DEALERS
Getting Leads & VoIP Phones
Dealers answer questions from fellow dealers
Compiled by Elizabeth Marvel Office Technology Magazine
This feature includes two questions submitted by dealer members as part of BTA’s Dealers Helping Dealers resource and many of the answers received. These answers and others can be found in the members-only section of the BTA website.
PRINCIPAL ISSUES
26
Trained to Lead
The Sharp approach to dealership development by Haley Raspanti SIICA
Sharp is committed to providing world-class support to its dealer network, not just through innovative products, but also through comprehensive training programs. Sharp offers structured, scalable and hands-on education.
SELLING SOLUTIONS
Sell Smarter, Not Harder
A modern approach for the office technology industry by Samuel Mascato Sandler
I had the privilege of leading a breakout session at the 2025 BTA National Conference in New Mexico titled “Sell Smarter, Not Harder.” The title captured a message that the office technology industry needs now more than ever.
24
Business Technology Association • BTA Highlights
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BTA Awards Patriot Pack Scholarships
IExecutive Director/BTA Editor/Office Technology
Brent Hoskins brent@bta.org (816) 303-4040
Associate Editor Elizabeth Marvel elizabeth@bta.org (816) 303-4060
Contributing Writers
Jonathan Blakey, Technology Assurance Group (TAG) www.tagnational.com
Thomas Fimian, Levifi www.levifi.com
n this space in the July issue of Office Technology I announced the winners of the 35 Business Technology Association (BTA) scholarships awarded for the 2025-26 school year, along with the sponsoring BTA member dealerships. This month I’m sharing “part two” of the announcement for this great dealer member benefit.
In the spring of 2024, the Patriot Pack (under the leadership of Mike Stramaglio) approached BTA expressing an interest in making the BTA Scholarship Foundation the benefactor of the group’s annual motorcycle ride across portions of the United States, with a focus on charitable fundraising. There was a particular interest in providing scholarships to the sons and daughters of military veterans.
Ultimately, the Patriot Pack made the foundation its new charitable cause and created the Patriot Pack Scholarships, which are made possible through the foundation. These annual scholarships are awarded to office technology U.S. military veterans who are full-time employees at current BTA member dealerships or their children or grandchildren. The awards are determined by an independent, impartial evaluator outside of BTA who reviews the applications.
In September 2024, each stop along the Patriot Pack Ride raised funds for the scholarships. The group raised more than $100,000, thanks to generous contributions from the following donors: AgentDealer; CIT; Cobb Technologies; DLL; Doyle Family Foundation/Dan Doyle; Edwards Business Systems/Virginia Business Systems; GreatAmerica Financial Services; Hytec; IBPI; Konica Minolta; Milner; Sharp; Systel Business Equipment; UBEO and Tom Walsh.
BTA and the Patriot Pack are very appreciative of these inaugural contributors to the Patriot Pack Scholarship Program.
With the funds raised, the Patriot Pack has awarded five scholarships to deserving students for the 2025-26 school year, totaling $28,000. Congratulations to the Patriot Pack scholarship recipients and their sponsoring BTA member dealerships:
n Riley Austin, Atlantic Tomorrow’s Office, New York, New York
n Kate Dushane, Repeat Business Systems, Albany, New York
n Hannah Hortman, Gray & Creech Inc., Greensboro, North Carolina
n Timothy Larkin III, Cobb Technologies Inc., Glen Allen, Virginia
n Courtney Schweizer, UBEO, San Antonio, Texas
The weeklong Patriot Pack Ride 2025 will kick off on Sept. 12, once again raising funds for this scholarship program. The Patriot Pack members will begin their journey at Flex Technology Group in Mesa, Arizona. They will finish the 1,515-mile ride on Sept. 19 at BTA member Pacific Office Automation in Beaverton, Oregon. They will make several stops along the way: The Commemorative Air Force Museum in Palm Springs, California; Huntington Beach, California, for a surfing lesson; BTA member Advanced Office and Toshiba America Business Solutions in Irvine, California; Konica Minolta Business Solutions in Anaheim, California; BTA member The Swenson Group in Livermore, California; and BTA member Smile Business Products in Sacramento, California. At each stop, the Patriot Pack will be accepting donations for future scholarships.
To learn more about Patriot Pack scholarships or make a contribution to the Patriot Pack Scholarship Fund, visit www.bta. org/PatriotPackScholarships. n — Brent Hoskins
Greg Goldberg, BTA General Counsel Business Technology Association
Samuel Mascato, Sandler https://sandler.com
Haley Raspanti, SIICA www.sharpusa.com
Business Technology Association 12411 Wornall Road Kansas City, MO 64145 (816) 941-3100 www.bta.org
Member Services: (800) 505-2821
BTA Legal Hotline: (847) 922-0945
Valerie Briseno Marketing Director valerie@bta.org
Brian Smith Membership Sales Representative brian@bta.org
The association’s magazine cover 42 years ago this month — the NOMDA Spokesman, August 1983.
BTA Seeks Dealers for Volunteer Roles
V2025-2026 Board of Directors
President
Debra Dennis CopyPro Inc. Greenville, North Carolina ddennis@copypro.net
President-Elect
Mike Boyle
BASE Technologies Inc. Bethel, Connecticut mboyle@baseinc.com
Vice President
olunteering plays a crucial role in the success and growth of any organization and the Business Technology Association (BTA) is no exception. As we embark on a new fiscal year, we are looking for dedicated individuals within the BTA dealer community who are passionate about making a difference and contributing to the advancement of our organization. Becoming a BTA volunteer provides a unique opportunity to get involved, connect with fellow members and play a direct role in shaping the future of the association.
One of the key avenues for volunteering within BTA is through serving on a district board. The association is divided into four districts — East, Mid-America, Southeast and West — each of which has its own board comprised of volunteers from the BTA dealer community. These district boards are responsible for representing the interests of members within their respective districts, organizing events and fostering a sense of community among BTA members.
Volunteering to serve on a district board is a meaningful way to give back to the BTA community and contribute your skills and expertise to support the organization’s mission and goals. Board members have the opportunity to work closely with fellow volunteers, collaborate on projects and initiatives, and make a real impact on the direction and growth of BTA. By serving on a district board, you can play a direct role in shaping the programs, events and services BTA offers its members.
In addition to serving on a district board, there are numerous other opportunities for volunteering within BTA. Whether you have a passion for event planning, marketing,
education or member engagement, there are roles and committees within the organization where you can lend your skills and expertise. Volunteering for BTA allows you to share your knowledge, expand your network and gain valuable experience in a collaborative and supportive environment.
Volunteering for the association is not only personally rewarding, but it also offers a range of benefits and opportunities for professional growth. By getting involved and actively participating in the organization, you can enhance your leadership skills, build relationships with industry peers, and stay informed about the latest trends and developments in the office technology sector. Volunteering for BTA is a valuable investment in your personal and professional development, and it is a chance to make a positive impact on the industry as a whole.
If you are interested in volunteering, email me (ddennis@copypro.net), a current board member (see the sidebar at right for the national board members or visit www.bta.org/ district-officers for the district board members) or one of BTA’s staff members (see the sidebar on page six for contact information) to express your interest and learn more about available opportunities.
Your involvement and contributions are vital to the continued success and vitality of BTA, and we welcome your participation in shaping the future of our organization. Together, through the collective efforts of dedicated volunteers, we can continue to elevate BTA, strengthen our community, and create meaningful opportunities for growth and collaboration within the office technology industry.
Thank you for considering volunteering for BTA. We look forward to welcoming you as a valued member of our volunteer team. n — Debra Dennis
Mike Hicks Electronic Business Machines Inc. Lexington, Kentucky mhicks@ebmky.com
Tim Seeley Jr. Seeley Office Systems Inc. Glens Falls, New York tseeleyjr@seeleyoffice.com
BTA Mid-America
Brett Blake Corporate Business Systems LLC Madison, Wisconsin bblake@corpbussystems.com
Grant Goldsmith
Regal Business Machines/Gateway Business Systems Chicago, Illinois goldsmithg@gateway-biz.com
BTA Southeast
Blake Renegar
Kelly Office Solutions Winston-Salem, North Carolina tbrenegar@kellyofficesolutions.com
Richie Creech CopyPro Inc. Greenville, North Carolina rcreech@copypro.net
BTA West
Scott Reynolds Imagine Technology Group LLC Chandler, Arizona sreynolds@itgarizona.com
Richard Van Dyke Advanced Office Irvine, California rvandyke@goadvanced.com
Ex-Officio/General Counsel
Greg Goldberg
Barta | Goldberg West Hollywood, California ggoldberg@bartagoldberg.com
Lasting Legacy A look at BTA’s longest-term member dealerships
by: Brent Hoskins, Office Technology Magazine
The Business Technology Association (BTA) was founded in 1926 and, so, has many long-term member dealerships. Which members hold the distinction of being at the top of the list? Here are brief profiles of the top three, having joined what is now BTA in 1939, 1941 and 1942.
Capital Technology Group
In 1939, Paul McWilliams founded Capital Typewriter Company in Little Rock, Arkansas. That same year he joined what is today BTA. By 1960-61, he had risen through the member dealer volunteer ranks of the association to serve as its national president. Just over 10 years later, his son, Mike McWilliams, became the association’s 1971-72 national president.
Today, the dealership is known as Capital Technology Group. It has maintained BTA membership since that founding year, making it the association’s most long-term member dealership. Capital was acquired from the founder’s son in 2000 by Bill Rogers, who had co-founded another Little Rock dealership, City Business Machines, in 1975, which was sold to IKON in 1996.
“I have two brothers [Byron and Bryce] who worked at City Business Machines with me and my dad [Bill], and the four of us worked at IKON for four years — until we had had enough of corporate life and decided we wanted to get back in the local game,” says Brett Rogers, president of Capital. “Mike McWilliams was looking to retire, and we were trying to find a way back in without having to start from scratch, so in 2000 we bought his dealership.” Today, Rogers continues to work alongside his two brothers, together embracing the legacy of their late father with the family business.
At the time of the Capital acquisition, the dealership was selling Mita, Minolta and Oki Data imaging products. It was the same year that Kyocera was in the process of acquiring Mita. Today, Capital is a single-line dealership, with Kyocera as its vendor partner. Rogers recalls when he was “sold” on the Kyocera Mita brand. “In 2001, Kyocera Mita came out
with its ‘Falcon machine,’ as the company called it, and it was bulletproof,” he says. “I remember going to the launch at the Superdome. It was a fantastic machine; we still have a few of them in the field because people don’t want to get rid of them. So, we decided we were going to ride with Kyocera Mita (now Kyocera), because it is a smaller company that’s been easy to deal with on a regular basis. The products that it puts on the street are pretty good.”
In partnership with Kyocera and by way of Capital’s MPS program, the dealership has found particular success in the education market, Rogers says. “Probably 50% to 55% of our business comes from schools,” he says. “One of the things that has been nice about that is schools are still using paper. [In recent years] the volumes have stayed pretty constant.”
Actually, the family’s previous dealership, City Business Machines (which had grown to seven locations statewide), laid the groundwork for Capital’s success in the education market. “Back in the 1980s and 1990s, we had more than 70% of all the schools in the state of Arkansas,” Rogers says, noting that the dealership also sold RISO duplicators at the time. “When we were purchased by IKON, they said, ‘We don’t like schools’ and ‘We don’t like RISO,’ so a bunch of that school business went away.”
In any case, Rogers is pleased with 50% to 55% of revenues coming from the education market today and remains committed to the imaging business “because it has been great for us for many, many years,” he says. “As long as it continues to do what it does, we’re not going to move away from it.”
That is not to say that Capital has avoided diversifying outside of the imaging business. “While we have always had some IT presence, in 2017 we purchased a small IT services company and quickly learned that we didn’t know anything about that world,” Rogers says. “Fortunately, the guy who owned it had been there for 25 years. He knew what he was doing and had put the model in place to operate in the right manner. In the copier world, we’re cowboys out there making things happen. In the IT world, it is much more structured, and you
need to make sure that certain things are properly done ... In the copier world, anybody with a pulse and a dollar to spend is a prospect. In the IT world, it doesn’t work that way. If they don’t fit your model, you don’t take them as a customer.”
Since 2017, Capital’s IT services business has grown to now contribute about 20% of the dealership’s revenues, Rogers says. “The great thing about IT services is when you structure it correctly with your monthly recurring revenue model, it can be very profitable.”
Wagner Office Machines
“Wagner has never forgotten its roots and is one of the last few Chicago-area companies that still sells and services typewriters ... there are many small businesses and people that rely on their typewriters.“
— Cathy Wagner Wagner Office Machines
the association was going with my brother Eric to some of those monthly meetings, always held in nice, fancy restaurants,” he says. “I was 20 years old, listening to all of the stories of the sales and service people. Some of those stories were just fun to listen to ... Through the years, BTA has been a source for learning from others in the industry, keeping us informed on the latest trends, changes and influences that affect our industry.”
In 1912, Erick and Ruth Wagner established Wagner Typewriter in Chicago, Illinois. “The two of them ran the business together, initially working out of their home,” says their grandson, Art Wagner, co-owner along with his wife, Cathy, of what is now Wagner Office Machines, located in Burr Ridge, Illinois. “They sold and repaired adding machines and typewriters. They didn’t sell new models. Instead, they would buy used machines, recondition them and resell them.”
Thirty years later, the company’s initial focus was still intact. “When typewriter sales were halted during World War II, Wagner Typewriter was involved in purchasing typewriters, reconditioning them and shipping them to the federal government,” Wagner says. He notes another piece of history in the 1940s that helped to solidify the family business. “My dad [Harold Wagner] served in the U.S. Army during the war as a typewriter technician. So, after his military service ended, he began working with his dad, doing basically what he was doing in the Army. He fell right into the business, because he already knew what was going on and how to do things.”
One more historical fact about Wagner Typewriter at the time: In 1941, the company joined what is today BTA, making it the second-most long-term member of the association. In fact, Wagner’s grandfather was a founding member and officer for the Chicago Office Machine Dealers Association (Chicago OMDA), then a local chapter of the National Office Machine Dealers Association (NOMDA); NOMDA became BTA in 1994.
Along the way, Wagner and his three brothers began working for the family business; he joined the company in 1981. In his early years at the dealership, he recalls with fondness attending local Chicago OMDA meetings, when the association was still NOMDA. “The earliest memory I have of
Today, Art and Cathy Wagner are the sole family members still in the business. Plenty has changed since those early years. The dealership now sells and services a variety of imaging brands, led by Brother, Lexmark, Epson and Zebra label printers. “So, we have evolved from selling and repairing manual typewriters to now offering the latest in office technology,” Wagner says. “We have quite a bit of Lexmark product in the schools here in Chicago and the surrounding areas. Lexmark has been very good to us.”
While imaging equipment sales are important contributors to revenues, service is the foundation of the dealership, Wagner says. In fact, he would like to expand the service side of the dealership beyond the “half dozen” brands for which Wagner Office Machines already provides service. “We’re always looking for additional manufacturers that we could become an authorized service provider for,” he says. “Service is our bread and butter.”
Despite the strides it has made through the years, “Wagner has never forgotten its roots and is one of the last few Chicago-area companies that still sells and services typewriters,” says Cathy Wagner. “Typewriter sales and repair may not be the most significant part of our business, but it is important to many of our business and consumer customers,” she says. “Businesses still using typewriters include cemeteries, libraries, municipalities, police stations, banks and other companies that use typewriters for forms, envelopes and labels. Being in a large metropolitan area like Chicago, there are many small businesses and people that rely on their typewriters. We also get typewriters in for repair from many neighboring states, such as Indiana, Michigan, Ohio, Wisconsin, Iowa and more. In addition, we sell new typewriters from Nakajima and Royal.”
Art Wagner says it is particularly satisfying to help an (often “older”) individual still reliant on his (or her) typewriter. “Hearing the response of someone when picking up their typewriter about how nice and clean it is, and how they wish
it had worked as well back when they bought it — the comments we get like that when we’re done with them — that’s a good feeling.”
Howard D. Happy Co.
In the early 1900s, when Howard D. Happy was 18 years old, he passed the bar exam to become an attorney, but had to be 21 in order to get his license to practice law, says Matt Cochran. “So, in the meantime, he wrote the Royal Typewriter Company in Hartfield, Connecticut, intent on making some money selling its typewriters; the company sent him two or three typewriters on consignment and he sold them,” Cochran explains. “Royal just kept sending him typewriters. That’s how the Howard D. Happy Company got its start.” The year was 1914.
“We’ve ... kept our reputation for service. That’s been number one for us. We like to say that ‘we offer outstanding service at a fair price.’ We have a reputation for that and are highly regarded ... for it.”
— Matt Cochran Howard D. Happy Co.
company,” he says. “We sell imaging equipment, office furniture and supplies. That has helped us tremendously over the years ... Our primary focus has always been imaging equipment, but it’s always been nice to have furniture and supplies, too. When equipment is down, we’ve got furniture to sell, and when furniture is down, we have equipment to sell.”
The contribution to revenue has been evenly split across the product categories, Cochran says. “It has worked out that 25% of our business is equipment sales, 25% is service, 25% is furniture and 25% is supplies,” he says. “That’s pretty much how it always has been through the years.”
In 1936, after finishing high school, John Ed Cochran, Matt Cochran’s grandfather, went to work for “Mr. Happy,” as Matt refers to the founder of the dealership. “The agreement with Mr. Happy was that he would try him for a week,” he explains. “He told him, ‘You might not like me and I might not like you.’ Eventually, they became partners in the business.”
In those early years, the dealership, based in Mayfield, Kentucky, had the franchise for Royal Typewriters for western Kentucky, northwest Tennessee and three counties in southern Illinois, Cochran explains, noting that the dealership later took on Victor adding machines and A.B. Dick duplicating products. Along the way, in 1942, the dealership joined what is now BTA, making it the association’s third most long-term member dealership. Through the years, he says, BTA has been a “good ally to have.”
Fast forward to 1971. That was the year that Howard Cochran, John Ed’s son — and, yes, named after Mr. Happy — came to work at the dealership, by then fully owned by John Ed. Ten years later, the Toshiba line was added and, after that, the Lexmark line. In 1993, Cochran joined the company, which now serves 33 counties. He serves as president.
“So, we’ve kept the name (‘Why would you change a name like that?’) and kept the logo,” Cochran says. “We’ve also kept our reputation for service. That’s been number one for us. We like to say that ‘we offer outstanding service at a fair price.’ We have a reputation for that and are highly regarded in the community for it.”
Beyond its “outstanding service,” to what does Cochran attribute Howard D. Happy Co.’s ability to thrive for 111 years? “I think it’s been the fact that we’ve been a very versatile
The dealership’s sales team of eight reps and a sales manager are “responsible for everything that we sell — equipment, supplies and furniture,” Cochran says. “We split them up into geographical territories, but they’re responsible within their territories for all that we offer.”
Cochran says his greatest reward as president of the dealership is seeing its reputation for service at work across the product revenue categories. “It’s gratifying to see how we have helped other companies succeed, creating great work environments for people, seeing them thrive and be competitive with the products and service we offer,” he says. “To me, that’s very rewarding.”
Looking forward, “our expectations center around continued digital transformation; the workplace is becoming more decentralized, data-driven and sustainability-focused,” Cochran says. “We see that reflected in the demand for smarter, more secure, environmentally responsible print solutions. That’s kind of where we see it going. Plus, of course, AI is becoming a big part of things. I’m curious to see how that evolves in the future.”
Cochran has high expectations for the BTA Channel in the years to come. “I believe the dealer channel will continue to play a vital role, especially in delivering personalized service, local support and tailored solutions that the manufacturers alone cannot provide,” he says. “We’re looking forward to continuing to adapt and helping our clients navigate the shifting landscape of information flow and workplace technology.” n Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine. He can be reached at (816) 303-4040 or brent@bta.org.
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The Quantum Advantage
Why dealers should start paying attention now
by: Jonathan Blakey, Technology Assurance Group (TAG)
Remember when the cloud showed up and half of the industry yawned? Back in the early 2000s, a few companies started talking about this strange thing called “the cloud,” but most people ignored it. After all, why would a business move its data to some invisible internet place when it could have a server in a closet and feel in control?
Fast forward a few years. The companies that dismissed the cloud found themselves scrambling. Their competitors were offering remote workforce support, automated backups, no on-site maintenance and, most importantly, they started stacking recurring revenue streams wrapped in monthly service models.
The ones who saw the opportunity early did not just win; they owned the future. If you had caught the future early and had been benefiting from all of that recurring revenue for the last 10 to 20 years, where would your organization be today?
Here is the good news: You have another opportunity like this on the horizon. It is called quantum computing and it is about to be that same kind of shift — only bigger. If you are an office technology dealer with dreams of breaking into managed IT, you will want to get ahead of this curve.
So, what is quantum computing and why should you care? Today, we live in a world built on binary. Computers, phones and printers all use bits — 1s and 0s — to do calculations. However, quantum computers use qubits, which can be 1s, 0s or both at the same time (thanks to some wild quantum physics “magic,” like superposition and entanglement). This lets them perform calculations faster than any computer you have ever seen.
And not just “a little faster.” The speed increases are dramatic. For example, Google’s 70-qubit Sycamore chip outpaces the world’s top supercomputers; tasks it completed in approximately six seconds would take the Frontier supercomputer (currently the world’s second-fastest supercomputer) 47 years to match — demonstrating a 241-millionfold increase in computational capacity.
For scale, snails move at 0.03 mph. If a snail went through the same growth curve, it would be moving at 7.23 million mph. Rockets escape Earth’s gravity and leave the planet at
only 25,030 mph. So, it is safe to say that snails, computers and cybersecurity are about to go through seismic changes. For office technology dealers, these changes could create the opportunity of a lifetime.
Encryption is facing a major disruption. Right now, your business — and your clients’ businesses — rely on encryption to keep things safe. Banking, email, file transfers, VPNs, health records, contracts, etc., are all protected by mathematical locks that take 120 years, on average, for a traditional computer to crack. But a quantum computer? It could break those same locks in as little as 12 days (and researchers are already proving it in simulations). That means nearly every cybersecurity protocol people rely on today will become obsolete.
What happens to markets when an existing solution — that is an absolute necessity — becomes obsolete? Those who position themselves with the solution will see tremendous financial gain.
Here is the good news: You do not need to panic. You do not need to start coding quantum-safe algorithms or buying IBM’s superconducting machines — yet. Right now, the cost is too prohibitive and, if I had to guess, I suspect it will be another five to 10 years before this even begins to reach the mainstream. But you do need to be aware — and position yourself as someone who is paying attention — because when clients start hearing about “post-quantum security” and “quantum-resistant encryption,” they are going to go to their managed IT services providers and ask, “Hey, are you guys on top of this?”
Whoever tells them, “Yes, of course we are,” will become their trusted advisor. That is how you become the default provider — the one they buy from over and over again. Be the one who saw it coming — just like the cloud, artificial intelligence (AI) and every major leap in technology.
When it comes to cybersecurity, it is all about ROI — for the hacker. The most obvious thing everyone will need when quantum computing finally starts to saturate markets is cybersecurity. Consider the following metaphor, which makes it easy to understand.
So, if you want to break into managed IT and sustain that competitive advantage for the next 20 years, I strongly advise you to use quantum as your differentiator.
Imagine a parking lot full of cars. Most thieves will not smash a window or take a lot of time with an alarm bypass to break in and start trying to hotwire an engine. Instead, they will just check door handles until they find an unlocked car. That is what hacking is today. Cybercriminals largely aren’t targeting Fort Knox — they are looking for open doors and soft targets. Quantum computers will let them try those doors faster than ever before.
So, what is the best strategy? Make your systems too inaccessible to bother with. Right now, that means multifactor authentication, smart password management, patching, etc. Soon, it will mean quantum-resistant encryption.
Managed IT and office technology are shifting, and here is your pivot. Let’s be real: The office technology space is tightening. Margins are thinner, hardware is commoditized and everyone wants to go paperless. But your clients still trust you, and that trust can be expanded into other aspects of their office technology infrastructures — whether that is managed IT services, the cloud, cybersecurity and, yes, quantum-resistant encryption, too.
What should office technology dealers be doing now?
n Stay Informed: Begin learning the basics of postquantum cryptography. Do not overcomplicate it — just keep your ear to the ground. This trend is still early and, again, we do not anticipate it reaching the mass market for another five to 10 years, but you do need to know about it.
n Position Yourself as Forward Thinking: You do not have to be the expert — yet. You just need to show clients that you are tracking the changes and can guide them.
n Network With Others: One option is to get plugged into a network of more than 100 companies just like yours with Technology Assurance Group (TAG). Our members are tracking these changes and collectively investing millions every year in R&D, emerging tech and strategic positioning. One hundred heads are better than one.
Do not be the last domino. Remember what happened with AI? For years it was a cool concept. Then ChatGPT hit. Suddenly, AI was embedded in everything. Quantum will be the
same. Not this year. Maybe not next year. But when it hits, business will flood toward companies that already speak the language. So, if you want to break into managed IT and sustain that competitive advantage for the next 20 years, I strongly advise you to use quantum as your differentiator. The future is coming. n
Jonathan Blakey is vice president of technology at Technology Assurance Group (TAG). He is responsible for driving the implementation of operational best practices, adoption of new technology and enhancing service delivery. TAG is an organization of managed technology service providers (MTSPs). Collectively, TAG’s members do more than $800 million per year in IT, cybersecurity, telecommunications, video surveillance, access control and MFPs. Blakey can be reached at jonathan@tagnational.com. Visit www.tagnational.com.
A Silent Partner
How AI is solving business problems
In today’s fast-paced business environment, staying productive can feel like an uphill battle. The introduction of artificial intelligence (AI) into business operations can streamline processes, reduce human error and empower employees to focus on higher-value tasks. AI-powered automation is transforming industries by offering solutions to common challenges such as customer service inefficiencies, inventory mismanagement and ineffective marketing strategies. Here are seven ways AI is solving real business problems.
Improving Response Times & Customer Satisfaction
Customer service is the heartbeat of any successful business. But traditional customer support systems are overwhelmed by growing expectations and increased ticket volumes. AI helps tackle this problem by offering intelligent automation and insight-driven personalization.
n AI Chatbots: Platforms like Zendesk Chat, Drift and Intercom offer natural language processing (NLP) capabilities to handle thousands of queries simultaneously. These bots operate 24/7, reducing wait times and boosting customer satisfaction.
n Sentiment Analysis: Tools like MonkeyLearn, Lexalytics and IBM Watson Tone Analyzer can detect tone, urgency and emotional context from customer emails or messages. This helps prioritize tickets and escalate issues when needed.
Additionally, AI can analyze historical support conversations to suggest new knowledge-base articles and FAQ improvements, further reducing repetitive inquiries. For businesses with global audiences, multilingual AI chatbots can also eliminate language barriers, opening the door to improved global service.
The Result: A more responsive, empathetic and scalable customer support system.
Improving Supply Chain Management
Supply chains have become increasingly complex due to globalization and shifting consumer demands. AI makes managing them more predictive, efficient and resilient.
n Demand Forecasting: AI-powered tools like SAP Integrated Business Planning and Oracle Demantra consider sales history, seasonal trends, weather patterns and even economic indicators to forecast demand. This helps businesses minimize waste and avoid lost sales due to stockouts.
n Warehouse Automation: AI-guided robots and drones now assist in inventory counts, restocking and even product
by: Thomas Fimian, Levifi
picking — improving speed and accuracy in fulfillment centers.
n Route Optimization: With apps like Route4Me or OptimoRoute, delivery routes are optimized in real time based on traffic data, delivery time windows and weather conditions. This leads to faster deliveries and lower fuel costs.
During disruptions such as the COVID-19 pandemic or global shipping delays, AI has played a critical role in adjusting supply and logistics strategies on the fly, minimizing operational losses.
The Result: Lower costs, greater flexibility and an improved customer experience through timely deliveries.
Improving Business Marketing: Maximizing ROI & Targeting the Right Audience
Marketing has shifted from being intuition-driven to datadriven, and AI sits at the core of this transformation.
n Customer Segmentation: Platforms like Salesforce Marketing Cloud, HubSpot and Klaviyo use AI to segment audiences based on behavior, preferences and engagement levels. This allows businesses to target the right people with the right message at the right time.
n Predictive Analytics: AI can determine when a customer is likely to churn, make a purchase or upgrade. Armed with this insight, marketing teams can proactively design loyalty programs, upsell offers or win back campaigns.
n Dynamic Content Personalization: AI tools can personalize email content, website experiences and even product recommendations based on user behavior in real time. Tools like Persado generate emotionally intelligent content that resonates with different customer personas.
n Ad Performance Optimization: AI in Google Ads, Meta Ads and TikTok for Business can automatically adjust bidding strategies, ad copy and audience targeting to maximize campaign performance. Whether yours is a small business or a multinational brand, AI can help ensure that every marketing dollar delivers the highest possible return.
The Result: Higher engagement, more conversions and smarter allocation of marketing resources.
Automating these low-level tasks leads to significant cost savings and frees up staff members to focus on value-driven activities ...
Optimizing Hiring: Streamlining Recruitment & Finding the Right Talent
The hiring process can be lengthy, biased and inconsistent. AI helps streamline recruitment by improving speed, accuracy and fairness.
n Résumé Screening: Platforms like LinkedIn Talent Insights, Greenhouse and Hirevue use AI to screen resumes, flag top candidates, and rank them based on job fit and skills alignment.
n Video Interview Analysis: AI can analyze tone of voice, facial expressions and word choice during video interviews to assess soft skills, emotional intelligence and cultural fit.
n Bias Reduction: AI models trained on diverse datasets can help reduce unconscious bias by focusing on qualifications and experience instead of names, photos or other nonrelevant information.
n Employee Retention Predictions: Some AI tools also monitor employee engagement and predict potential turnover, allowing HR teams to intervene early with retention strategies. By speeding up hiring cycles and improving the quality of hires, companies can stay competitive in tight labor markets.
The Result: Reduced time to hire, lower recruitment costs and a better long-term fit for company culture.
Automating Repetitive Tasks, Boosting Efficiency & Team Morale
Repetitive, rule-based tasks consume hours of valuable employee time. AI and robotic process automation (RPA) can take over these mundane duties.
n RPA Tools: Platforms like UiPath, SS&C Blue Prism and Automation Anywhere are designed to mimic human actions for tasks like invoice processing, report generation, payroll management and form submissions.
n Intelligent Document Processing: AI tools such as ABBYY FlexiCapture can extract and process data from unstructured documents (e.g., PDFs, scanned images, handwritten forms) at high speeds.
n Email Categorization & Workflow Automation: AI can route incoming emails to the correct department, assign
tickets or trigger workflows without human input.
Automating these low-level tasks leads to significant cost savings and frees up staff members to focus on value-driven activities like strategy, innovation and customer relationships.
The Result: Enhanced operational efficiency, reduced burnout and improved employee satisfaction.
Improving Business Cybersecurity: Safeguarding Your Data From Digital Threats
Cybersecurity threats are growing in frequency and sophistication. AI is crucial in identifying and neutralizing threats before they cause damage.
n Real-Time Threat Detection: Tools like Darktrace, CrowdStrike and FICO Falcon Fraud Manager use machine learning to monitor millions of data points and detect anomalies in network behavior.
n AI-Driven Threat Hunting: AI can predict and model potential attack vectors based on historical data, closing security gaps before they are exploited.
n Fraud Detection in Financial Services: AI algorithms can spot unusual spending patterns, login locations or account behavior in banking, insurance and e-commerce platforms, flagging potential fraud instantly.
n Phishing Detection: Email filters powered by AI can spot phishing emails with higher accuracy than rule-based systems.
Businesses that integrate AI into their cybersecurity stacks can stay ahead of attackers and protect sensitive data more effectively.
The Result: Stronger defense mechanisms, reduced risk of data breaches and greater customer trust.
Creating Business Content: Reducing Costs & Enhancing Branding
Creating content is crucial for marketing, branding and customer engagement — but it is often expensive and timeconsuming. AI tools simplify the creative process without compromising on quality.
n AI Image Generation: Tools like Midjourney, DALL·E and Canva’s AI features allow users to create custom graphics, illustrations and even logos with simple text prompts.
n AI Video Editing and Generation: Platforms like Lumen5, Synthesia and Pictory transform blog posts or scripts into high-quality videos, complete with voiceovers, music and branding.
n Content Writing: AI writing assistants such as Jasper, Copy.ai and Grammarly can generate blog articles, product descriptions, ad copy and social media posts in seconds.
n Presentation & Slide Deck Creation: AI can also help
in generating professional PowerPoint presentations, saving time for sales and marketing teams.
By incorporating AI tools into your content strategy, your business can scale its messaging without scaling its headcount.
The Result: More content, less cost and a consistent, professional brand image across all platforms.
The Bottom Line: AI Can Help Your Business Grow
Whether you are improving customer service, marketing smarter, hiring faster or protecting your data, AI helps your business work smarter, not harder.
AI is not just a buzzword — it is a transformative tool for every area of your business. Whether you are improving customer service, marketing smarter, hiring faster or protecting your data, AI helps your business work smarter, not harder.
The early adopters of AI are already seeing measurable returns: increased revenue, happier customers, reduced costs and greater innovation. But adopting AI does not mean replacing your workforce — it means augmenting your team’s capabilities and giving them tools to succeed in a digitalfirst world.
If your company is still relying on outdated processes, it is time to explore how AI can help you innovate, grow and stay ahead of the competition. n
Thomas Fimian is owner and CEO of Levifi, Charleston, South Carolina. It was Fimian’s childhood dream to build his own business, and after emigrating from Switzerland to the United States in 1996, Fimian had the opportunity to learn the office technology business as a Xerox consultant for Xdos Inc. Eager to apply the lessons learned at Xdos to his own business, Fimian moved to Charleston, South Carolina, with the goal of building an amazing place for his employees and customers. Fimian is a strong believer in “win-win relationships,” and is convinced that only a diverse, well-trained and committed team can provide his clients with the best results they deserve. With this principle, Fimian’s team went to work and expanded the company’s reach to eight markets in the Carolinas and Georgia. He can be reached at thomas.fimian@levifi.com. Visit www.levifi.com.
Negative Option Rules
Remain in compliance
by allowing ‘click to cancel’
by: Greg Goldberg, BTA General Counsel
How many times have you looked at a credit card statement and noticed a charge for a subscription you cannot remember signing up for? Did you cancel it right away? Could you do so easily without talking to a person? Did you have to search online for a customer service phone number? Did you give up, thinking, “It is not very much money,” and you may want to use the product or service at some point in the future?
Whether you are streaming videos from Netflix, buying razors from Dollar Shave Club or ordering meal kits from Hello Fresh, chances are you are paying for many more subscriptions now than you were a decade ago. And in today’s economy, where companies worship at the altar of monthly recurring revenue, those subscriptions are likely to renew indefinitely, until the business goes under or you take affirmative steps to cancel.
Because subscription-based service providers have an economic incentive to make signing up easier than canceling, federal and some state regulators have enacted rules to help level the playing field. So-called Negative Option Rules, also known as the “click-to-cancel” rules, require subscription-based service providers to offer streamlined cancellation processes that are no more complicated than signing up.
Compliance with Negative Option Rules may be important for BTA members because they may be applied broadly to any business-to-business transactions with automatic renewal provisions, including equipment leases, service agreements, SaaS contacts, etc. This month, Legal Perspective breaks down the current state of Negative Option Rules and provides best practices for remaining compliant.
At the federal level, the Federal Trade Commission’s (FTC’s) Negative Option Rule includes three primary components:
(1) Disclosure of Material Terms: Businesses must clearly and conspicuously disclose all material terms of a negative option offer before a consumer agrees to the purchase. This includes the existence of the negative option, its cost and how to cancel. In other words, during the sales process, businesses must tell prospective subscribers that the subscription will automatically renew, how much the subscription will cost and how to cancel.
(2) Affirmative Consent: Sellers must also obtain consumers’ unambiguous, affirmative consent before charging them for a negative option feature. This means consumers must actively
agree to the terms, not just passively accept them. In practice, it is best to include a separate signature line, initials line or online checkbox where the prospective subscriber provides a specific consent separate from the primary signature line.
(3) Simple Cancellation: The rule mandates that businesses provide consumers with a simple and easy way to cancel their enrollment in any negative option plan. Cancellation should be as easy as signing up and, preferably, offered through the same channel. For instance, if a customer can sign up for a subscription online without speaking to a salesperson, the customer should also be able to cancel online without having to pick up the phone or send an email.
Close watchers of the federal courts will note that, last month, the U.S. Court of Appeals for the Eighth Circuit vacated the FTC’s Negative Option Rule just days before it was set to go into effect. Accordingly, it remains to be seen whether or when the final rule will be implemented. Because the Eighth Circuit’s decision was based on the procedure the FTC followed to enact the rule — not the substance of the rule itself — the FTC may restart the rulemaking process.
Individual state laws regarding negative option agreements remain effective. For example, California Assembly Bill 2863, which went into effect in July, goes even further than the FTC’s Negative Option Rule. In addition to disclosing negative option terms, obtaining separate consent and providing matching cancellation methods, California businesses are also required to retain verification of subscribers’ consent and send annual reminders to subscribers regarding renewal frequency, the amount charged and instructions for cancellation.
Although the final fate of the FTC’s Negative Option Rule remains in legal limbo, it is always a best practice to stay ahead of the regulatory curve rather than play catch up. Besides, if your business is in a state like California that enacts a strict negative option rule, compliance may be compulsory sooner than later. Sample contract language compliant with federal and state laws is available upon request. n
Greg Goldberg, partner at Barta | Goldberg, is general counsel for the Business Technology Association. He can be reached at ggoldberg@ bartagoldberg.com or (847) 922-0945.
BTA HIGHLIGHTS
Shipping & Freight Discounts
As a BTA member, you are eligible to receive exclusive discounts and preferred pricing with the leading transportation providers in the industry — UPS and TForce Freight. Whether you ship envelopes, packages, crates or pallets, these carriers can provide a solution.
Members now have access to new and improved flat-rate pricing through UPS, no matter how much you ship, when you ship or where it is going.
Members-only savings include:
• 10% on UPS Next Day Air Early
• 50% on Next Day/Deferred
• 30% on Ground Commercial
• International: 50% on Export/40% on Import/25% on Canada Standard
• Savings begin at 75% on UPS Freight shipments of more than 150 lbs.
• In addition, members can take advantage of UPS Smart Pickup service for free. TForce Freight understands the importance of ensuring your shipments are delivered reliably and on time, even during unforeseen events. It is the only LTL carrier to offer UPS Ground with freight pricing. By using the UPS network, you can quickly compare LTL and GFP rates side-by-side online and choose the one that best fits your budget and needs.
For more information, visit www.bta.org/Shipping.
For information on BTA member benefits, visit www.bta.org/MemberBenefits.
For the benefit of its dealer members, each month BTA features two of its vendor members.
HP provides printing and personal computing products and IT services, software and solutions that simplify the technology experience for consumers and businesses. HP products offer fast speeds, high-quality output, copy and scan capabilities, and web connectivity that allow printing projects from wherever work takes you. Its print products include ink, toner and paper; home printers; home office and business printers; enterprise printers; tank printers; scanners; large-format printers and plotters; industrial presses; and specialty printing solutions.
www.hp.com
Quantum Business Solutions combines customized sales coaching, a virtual chief revenue officer (vCRO) program and a selection of sales automation and AI tools to build the ultimate sales tech stack. When it works with your business, it implements the Quantum Growth Model with the objective of turning your business into a machine that targets, attracts, nurtures, converts and wows your dream clients. And by optimizing, automating and systematizing your business, you will increase your revenue while dramatically reducing wasted time and effort.
www.thequantumleap.business
A full list of BTA vendor members can be found online at www.bta.org.
DEALERS
Getting Leads & VoIP Phones
Dealers answer questions from fellow dealers
Compiled by: Elizabeth Marvel, Office Technology Magazine
Following are two questions submitted by dealer members as part of BTA’s Dealers Helping Dealers resource and many of the answers received. These answers and others can be found in the members-only section of the BTA website. Visit www.bta. org/DealersHelpingDealers. You will need your username and password to access this member resource.
What third party do you use to help generate leads/opportunities?
“We are using 360Connect, but I do not recommend them. We will cancel at the end of our term unless something changes. We also use Listkit and do some of our own SEO work.”
Jeffrey Foley, COO Apollo Office Systems, Alvin, Texas
“We have recently refreshed our website and are looking at EvolvedOffice to help us generate content/leads.”
Chris Black, president R.K. Black Inc., Oklahoma City, Oklahoma
“Lead360.”
Sam Stone, president Stone’s Office Equipment, Richmond, Virginia
“We do not use external lead generation. We just hire hunters to go after new business.”
“BuyerZone and networking with other, bigger MSPs.”
Tim Stanley, owner
TDSiT, Lowell, Arkansas
“We do not have a third party to assist. We are big on social media and our website.”
Kim Valenta, vice president Offix, Gainesville, Virginia
What VoIP phone providers have you found to be the most profitable for your dealership? What are the advantages or disadvantages of selling multiple manufacturers?
“The program with Konica Minolta [Cloud PBX with Webex] has been excellent. We fill out a basic form and put our client together with the Konica Minolta team. Konica Minolta handles everything and we get paid. It’s wonderful. From my experience carrying multiple lines, it adds expense, reduces my bottom line and has no meaningful effect on increasing sales.”
Clint Feybusch, president Office Concepts, Warminster, Pennsylvania
“Zultys, via TAG [Technology Assurance Group]. Everything is good and they do a great job of training, support and all the billing. We have another [VoIP provider] and never use them.”
Tim Stanley, owner
TDSiT, Lowell, Arkansas
“We have Zultys and Core Fax. Both are equally profitable.”
Peter Napolitano, sales manager United Business Systems, Buffalo, New York
“We only sell RingByName.”
Stephen Valenta, president/owner Offix, Gainesville, Virginia
“We sell Cytracom VoIP. We have been satisfied with the service, although you have to be prepared for a barrage of emails and phone calls when you put in a deal, and then it doubles down when you close a deal. It’s a commission-type structure where you get paid percentages on the monthly recurring revenue (MRR), which scales up as you sell more seats. We like it because it isn’t taxing on us to deploy and doesn’t take a lot of support once installed. I think we started out at 20% on the MRR and are now up to 30%.”
Ron Hulett, president & CEO
U.S. Business Systems Inc., Elkhart, Indiana n Elizabeth Marvel is associate editor of Office Technology magazine. She can be reached at (816) 303-4060 or elizabeth@bta.org.
PRINCIPAL ISSUES
Trained to Lead
The Sharp approach to dealership development
by: Haley Raspanti, Sharp Imaging and Information Company of America
Editor’s Note: This is the fourth in a series of article submissions from BTA-member OEMs providing a look at their current dealer training programs.
Sharp is committed to providing world-class support to its dealer network, not just through innovative products, but also through comprehensive training programs. The learning, development and support team at Sharp plays a vital role in this effort, offering structured, scalable and hands-on education to ensure that dealer service technicians are wellequipped to install, maintain and troubleshoot Sharp’s full portfolio of office and production print solutions.
Through a carefully designed combination of web-based training (WBT) and instructor-led training (ILT), Sharp’s training programs deliver a tailored experience that accommodate the evolving needs of modern dealerships. Whether a technician is new to the industry or highly experienced with production equipment, Sharp provides the tools and support to help him (or her) grow his expertise and contribute to superior customer service.
“Our goal is to ensure that every Sharp dealer technician — whether they’re new to the field or a seasoned pro — has access to the tools, training and support they need to succeed,” said John Menzzasalma, senior learning, development and support manager at Sharp Imaging and Information Company of America. “We’re not just teaching how to fix machines — we’re building a foundation of knowledge that helps our partners deliver exceptional service, every time.”
Dual Platforms for Sales & Service Learning
Sharp’s dealer training efforts are anchored by two learning platforms — one focused on service and one on sales. The service learning platform, known as Sharp Academy, is a dynamic and ever-evolving online environment that houses a wide array of training modules and learning paths. Sharp Academy features in-depth training content that spans the company’s entire range of print products, from A4 desktop printers and MFPs to high-volume production equipment.
This virtual learning center is specifically designed for technicians and service teams, with self-paced modules that build technical acumen, product knowledge and diagnostic skills. For sales professionals, Sharp offers a separate learning experience tailored to the needs of the customer-facing side of the business. Together, these platforms support a cohesive and coordinated approach to dealer development.
The Foundation: Core Courses & Product Training
For technicians who are new to Sharp products, or to the print industry in general, Sharp offers a structured progression beginning with core courses. These foundational classes cover MFP theory, device operation and Sharp-specific technology, helping new service personnel understand both the fundamentals of printing systems and the nuances of Sharp’s solutions. Technicians gain practical knowledge in servicing both monochrome and color MFPs, enabling them to quickly become valuable members of their dealerships’ service organizations.
Beyond the core curriculum, Sharp provides focused product training for both A3 and A4 devices. A4 product training is primarily delivered via web-based courses, allowing dealers to train technicians on demand and at scale. A3 training, on the other hand, is more often delivered in classroom settings and covers a broader range of speeds and capabilities, from 26 to 65 pages per minute (ppm) in both color and monochrome models.
Specialization for Production Equipment
For dealerships supporting high-volume and production print environments, Sharp offers a specialized training path focused on production equipment — devices capable of speeds ranging from 70 to 136 ppm. Due to the complexity and advanced capabilities of these devices, Sharp mandates a combination of prerequisites and classroom instruction to ensure technicians are thoroughly prepared.
To better serve technicians who have varying levels of experience, Sharp has developed a three-track Production Learning Pathway:
n Track 1 is designed for technicians with prior production print experience. It includes a skills assessment to validate knowledge and determine whether a shorter learning path is appropriate.
n Track 2 is an intermediate option for technicians who are familiar with Sharp equipment but new to production-grade models. This track includes an overview of the product line and prepares the learner for a five- or 10-day classroom training session.
These resources aim to help dealers enhance service quality, support evolving customer needs and adapt to the changing demands of the print industry.
n Track 3 is intended for technicians with little to no background in production print. It offers indepth training to ensure they are ready to succeed in a rigorous 10-day, in-person training program.
This tailored approach ensures that every technician, regardless of his starting point, has a clear and achievable path to mastery.
Continuous Learning & Recognition
One of the standout features of Sharp Academy is its automated course enrollment system, which tracks technician progress and automatically enrolls users in the next appropriate training module once prerequisites are met. This ensures a seamless, structured learning journey and allows dealership managers to track team development with confidence.
Sharp also recognizes excellence in service through its Platinum Program, which honors dealerships that have achieved an “A” rating or higher in Sharp’s Platinum Level Service Provider evaluation. These top-tier dealerships consistently exceed service benchmarks and demonstrate commitment to customer satisfaction and industry best practices.
For dealers who wish to take training in-house, Sharp offers the 3T Program (Train the Trainer). This initiative enables certified dealership personnel to conduct product training sessions at their own locations, providing even greater flexibility while maintaining the integrity of Sharp’s education standards.
In-Person Learning at Sharp Training Centers
While online training provides flexibility and accessibility, Sharp also places high value on in-person learning experiences. The company hosts regular classroom training sessions at its state-of-the-art facilities in Montvale, New Jersey, and Santa Ana, California. These immersive sessions allow technicians to work directly with Sharp equipment, engage with expert instructors and network with peers — all of which contribute to deeper learning and long-term retention.
A Commitment to Dealer Success
Sharp’s learning, development and support program is designed to strengthen the capabilities of its dealer network through structured training, performance recognition and
flexible learning options. These resources aim to help dealers enhance service quality, support evolving customer needs and adapt to the changing demands of the print industry. In addition to offering a wide range of office technology solutions, Sharp provides ongoing education and support to help its partners deliver consistent, high-quality service. n
Haley Raspanti has been with Sharp for nearly four years, currently serving as a learning management systems administrator. She supports a wide range of learning and development initiatives across the organization and is primarily focused on classroom training and the online Sharp learning portal, Sharp Academy. Raspanti oversees user and content administration, continuously optimizing the learning experience for Sharp’s service teams and dealer channel. She can be reached at haley.raspanti@sharpusa.com. Visit www.sharpusa.com.
SOLUTIONS
Sell Smarter, Not Harder
A modern approach for the office technology industry
by: Samuel Mascato, Sandler
Earlier this year, I had the privilege of leading a breakout session at the 2025 BTA National Conference in New Mexico titled “Sell Smarter, Not Harder.” The title was not just for show — it captured a message that the office technology industry needs now more than ever.
We are in a market where our buyers are changing faster than many sellers are adapting. The days of leading with features, functions and glossy brochures are over. Today’s decision-makers have already researched you, your competitors and maybe even your client reviews before you have stepped into the room. The game has changed — and those still playing by old rules are burning time, losing deals or both.
The Buyer Has Evolved — Have You?
Let’s get real: Buyers are smarter, faster and more independent than they were even five years ago. They have seen the sales tricks. They have heard the pitches. What they have not always experienced is a salesperson who makes them feel heard — someone who asks the right questions, listens with intent and then maps a solution directly to their business pain.
During my BTA National Conference session, I asked a simple question: “What’s the most frustrating part of your sales process right now?” It is no surprise that the most common answers were:
n Prospects ghosting after demos
n Getting stuck in pricing games
n Struggling to get to real decision-makers
These are not “sales problems” — they are symptoms of misalignment. When you focus on what your product does instead of what it solves, you lose leverage. Features do not close deals — outcomes do.
Features Tell. Outcomes Sell.
During my session, I dissected what I believe is the single most important shift in today’s sales conversation: moving from product-based selling to outcome-based advising. Instead of selling faster speeds, better backups or tighter firewalls, we practiced uncovering what those things enable:
n Lower risk of downtime
n Stronger compliance posture
n Scalable growth with fewer headaches
That is what your client cares about. He (or she) does not want a “better server.” He wants to never have to worry about servers again.
The Trusted Advisor Advantage
One of the exercises we did in New Mexico was a self-check on what it means to be a trusted advisor. I asked the attendees: “Raise your hand if you believe you’re a trusted advisor to your clients.” Then I followed up with: “Would your clients say the same? Unequivocally?”
Trusted advisors do not show up with a pitch deck — they show up with perspective. They come prepared with insight, challenge assumptions and help clients solve problems they have not fully defined yet. That is where Sandler’s methodology becomes a game changer.
We teach sellers to stop “presenting” and start “investigating.” We slow down the process to speed up the outcome. And we build trust by asking the hard questions others are afraid to touch.
The Three Questions That Shift the Conversation
If you remember nothing else from my national conference session — or this article — remember these three questions. They will change the way you sell:
(1) Why this? Why does this problem matter now and why does it need to be solved?
(2) Why us? What unique perspective or experience do we bring that others do not?
(3) Why now? What are the costs of inaction and what is the risk of doing nothing?
These questions help you shift the narrative. They move you from being a vendor to becoming a problem solver — and that is when you gain influence in the deal.
Stop Selling Like It Is 2010
If you are still trying to “wow” your buyer with specs, you
are already behind. In today’s world, average is automated. Artificial intelligence (AI) is writing scripts, bots are doing outreach and competitors are one click away. But here is what cannot be automated: real connection, relevant insight and trusted relationships. Those are the currency of the modern seller.
Final Thought
But here is what cannot be automated: real connection, relevant insight and trusted relationships. Those are the currency of the modern seller.
The next time you step into a sales conversation, do not ask yourself, “How do I convince them?” Instead, ask: “How do I help them decide for themselves — and feel confident in that decision?” That is how you sell smarter — not harder.
Let’s Continue the Conversation
If this article resonated with you — and you are ready to equip your team to sell smarter, not harder — I would love to connect. Whether it is a deeper conversation, a team session or a fresh look at your current sales process, I am here to help. Let’s build stronger teams, drive better outcomes and
raise the standard for how sales are done in our industry. n
Samuel Mascato is a highly respected business growth advisor with Sandler, bringing more than 20 years of experience in sales, leadership development and strategic growth. He has worked extensively with organizations in the technology sector, helping them navigate industry-specific challenges and drive significant growth. Recognized as one of the best in the industry, Mascato specializes in optimizing sales processes, enhancing leadership capabilities and delivering measurable results. His expertise in coaching executives and sales teams allows businesses to unlock their full potential.
A dynamic speaker, Mascato is passionate about engaging audiences and sharing actionable insights to inspire transformative change in the tech industry. He can be reached at (864) 420-6879 or samuel.mascato@sandler.com. Visit www.sandler.com.
ADVERTISER INDEX
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