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CONTENTS Volume 32 • No. 2
FEATURE ARTICLES Dealers Helping Dealers
10 A look back at BTA’s first century
DEALERS HELPING DEALERS Excess Toner Consumption
42 How dealers handle this
with contract customers
by Brent Hoskins Office Technology Magazine
Compiled by Elizabeth Marvel Office Technology Magazine
We have arrived at the most significant milestone in the distinguished history of the Business Technology Association (BTA) — our 100th anniversary. This brief historical account is based largely on articles appearing in the association’s various publications throughout the decades.
The Primary Platform
32 Why dealers need to take A4 more seriously by Rachel Dean Keypoint Intelligence
This feature includes a question submitted by a dealer member 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.
LEGAL PERSPECTIVE Privacy Claims
43 Act now & create
a compliance program by Greg Goldberg BTA General Counsel
In the workplace print environment, A4 devices have long been a staple. Today, however, the A4 platform is no longer defined by entry-level performance or limited capability; it is a sophisticated high performer that is an increasingly strategic part of workplace print.
Sell Business Transformation
36 AI sales reps: Start with
workflows, not technology by Kristal Cook RockRoot & ETHERFAX
Customers do not buy AI. They buy business transformation. They buy faster workflows, better customer experiences, fewer bottlenecks, happier employees and organizations that operate more efficiently. AI is simply the technology that helps deliver those outcomes.
Last October, this column addressed a growing wave of privacy claims in California aimed at businesses whose websites use common analytics, advertising and customer-engagement tools. The issue is worth revisiting now.
SELLING SOLUTIONS Onboarding Sales Reps
45 A quality program is not an option, but a requirement by Troy Harrison Troy Harrison & Associates
Onboarding is defined as “the time period, processes and activities that prepare your new hire to make a quality sales call on your behalf.” Doing it properly requires 90 days. The first 30 days of onboarding should be focused on knowledge.
AI INSIGHT Secure AI
40 The easiest sale your reps will ever make
by Brian Suerth Technology Assurance Group (TAG)
Secure AI is a standalone sale that gives you a timely, relevant, low-effort reason to reach out to your existing customer base. You can start with one simple question that opens the door: “Are your employees using ChatGPT or any other AI tools?”
DEPARTMENT S Technology Association 44 Business • BTA Highlights 6
Executive Director’s Page
8
BTA President’s Message
46
Advertiser Index
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EXECUTIVE DIRECTOR’S PAGE
Dealer Community United for 100 Years
I
n preparing the cover story for this issue of Office Technology magazine, I took some time to more closely explore the contents of the file cabinets that sit just outside my office here at the Business Technology Association’s (BTA’s) headquarters in Kansas City, Missouri. I know they contain past issues of our monthly magazine and boxes of old photos. What I didn’t know was the extent to which they are the home of the association’s 100-year history. What do I mean? When you take the time to flip through the pages of past issues of the magazines and read the articles, the history and stories of the prior generations of office technology dealers come alive, so to speak. It becomes clear that while we are the stewards of this industry and the association now, there were thousands of people who came before us with the same passion for this industry and love for this association. It provides a welcome sense of being a part of something that is far bigger than what we see today or have seen during our careers. BTA was founded as the National Association of Typewriter Dealers in 1926. Of course, the technology of the day was the typewriter, taking care of document creation and information preservation. It was the springboard for connecting people across the business world. Sound a bit familiar? Isn’t that a part of what technology handles today, but on a larger scale and far more quickly? Doesn’t this reveal that the technology of the day is transitory when you think about the 100-year time frame? Yet, history has proven that it is the purpose of technology in the workplace that has endured through the years — creating documents, disseminating information, connecting people, etc.
So, while we can count on the purpose of technology in the workplace remaining consistent, we do not know what technology is in store for us in the future. What we do know is that independent office technology dealers are eager and prepared for whatever is next. One hundred years have proven that. It is clear to me that the entrepreneurial spirit inherent to the dealer channel is the glue that holds everything together. More specifically, it is not the technology or even the purpose of technology, it’s the people. I see their faces in the pages of a century of BTA history. All of them represented the dream of the association’s founders. They ensured the association that united them has persevered. I have seen those same faces during my nearly 40 years with the association, serving as a member of the staff for 38 national BTA presidents, working with both national and district board members. I have interviewed hundreds of dealers and vendors for the articles I’ve written for this magazine. I have joined dealers and vendors for learning, networking and fellowship at countless industry events. I am grateful for the opportunity to have met so many wonderful people and witness what can be accomplished by the drive of that entrepreneurial spirit. I encourage you to read the cover story in this issue. I could only share very few highlights, given the space available, but in looking at the association through the decades, it will take you to a time that predates us all, while also instilling a sense of connection that spans 100 years. Look at the photos as the BTA family album. Think about how we are all a part of an industry and association with incredible legacies. Think about the next 100 years. Collectively, it all will bring a smile to your face. n — Brent Hoskins
Executive 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 Kristal Cook, RockRoot & ETHERFAX https://rockroot.biz & www.etherfax.net Rachel Dean, Keypoint Intelligence www.keypointintelligence.com Greg Goldberg, BTA General Counsel Business Technology Association Troy Harrison, Troy Harrison & Associates www.troyharrison.com Brian Suerth, Technology Assurance Group (TAG) www.tagnational.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 Naomi Garza Administrative Assistant naomi@bta.org Photo Credits: Adobe Stock. Cover created by Bruce Quade, Brand X Studio. ©2026 by the Business Technology Association. All Rights Reserved. No part of this publication may be reproduced by any means without the written permission of the publisher. Every effort is made to ensure the accuracy of published material. However, the publisher assumes no liability for errors in articles nor are opinions expressed necessarily those of the publisher.
FLASHBACK
The association’s magazine cover 76 years ago this month — the NOMDA Spokesman, August 1950.
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BTA PRESIDENT’S MESSAGE
2026-2027 Board of Directors President
Fall Colors Retreat Set for Oct. 29-30
T
he Business Technology Association’s (BTA’s) Fall Colors Retreat, hosted by BTA Southeast, will wrap up the association’s event schedule this year. Attendees will have the chance to get new ideas for their businesses, and network with fellow dealers and exhibitors in a relaxing mountain setting. The retreat will be held Oct. 2930 at the Omni Grove Park Inn in Asheville, North Carolina. Themed “Tech or Treat,” the retreat kicks off at 10:15 a.m. on Thursday, Oct. 29, with opening comments and the keynote address, “Your Goals Aren’t the Problem — Your Comfort Zone Is,” presented by Samuel Mascato of Peak Performance Partners. Most teams do not fail because they lack ambition; they fail because their goals are built to protect comfort, not drive change. This keynote will challenge leaders to rethink how they set expectations, hold accountability and push performance. Attendees will walk away with a clear, practical way to set goals that actually change behavior and produce results. If growth has stalled, Mascato’s keynote will show you why and what to do about it. Following the keynote, a break will be held, giving attendees time to visit with the exhibiting sponsors and their peers. Lunch will follow the break. After lunch, attendees can choose to take part in one of two breakout sessions. The breakouts, led by speakers from The 20 MSP, will include topics on cybersecurity and how to become a managed service provider. After the breakouts, another break will be held, followed by exhibitor round-table discussions. The round tables will give attendees a chance to learn more about the
exhibitors’ products and services in depth. After the round tables, the second educational session will be held. Paul Martin of Culligan Quench will present, “Beyond Office Equipment: Water & Ice for High Profits,” and explain how water solutions provide a great diversification opportunity for office technology dealerships. To wrap up the first day, attendees will enjoy cocktails and dinner at the Omni’s Mountain View Terrace, which offers scenic views of the Blue Ridge Mountains. The second day of the Fall Colors Retreat will begin at 8:30 a.m. on Friday, Oct. 30, with breakfast, followed by opening comments and the second set of exhibitor round-table discussions. The final educational session, “Current Industry Metrics & Best Practices in Service,” led by Jerry Newberry of Pros Elite Group, will be held after the round tables. The event will wrap up with closing comments and exhibitor prize drawings from 11:45 a.m. to noon. The Fall Colors Retreat exhibiting sponsors will include AgentDealer, Brother, ECI, eGoldFax (lunch sponsor), Elatec, Epson, IBPI, Kyocera, Intermedia, MPS Monitor, Noetics, SalesChain, Sharp (reception sponsor), Source Technologies, Static Control, TD SYNNEX, Toshiba, Xerox and Zultys (breakfast sponsor). Two-for-one BTA member registration for the Fall Colors Retreat is only $199. The registration fee includes the Thursday and Friday educational sessions; Thursday lunch, cocktail reception and dinner; and Friday breakfast. Non-member registration is $249 per person. If you are looking to learn from industry experts, and network with your peers and exhibiting sponsors in a more intimate setting, the Fall Colors Retreat is for you. Register at www.bta.org/BTAAsheville. n — Mike Boyle
Mike Boyle BASE Technologies Bethel, Connecticut mboyle@baseinc.com President-Elect
Mike Hicks Electronic Business Machines Inc. Lexington, Kentucky mhicks@ebmky.com Vice President
Blake Renegar Kelly Office Solutions Winston-Salem, North Carolina tbrenegar@kellyofficesolutions.com Immediate Past President
Debra Dennis CopyPro Inc. Greenville, North Carolina ddennis@copypro.net BTA East
Tim Seeley Jr. Seeley Office Systems Inc. Glens Falls, New York tseeleyjr@seeleyoffice.com Susan Pangborn Automated Business Solutions Warwick, Rhode Island spangborn@absne.com BTA Mid-America
Grant Goldsmith Regal Business Machines/Gateway Business Systems Chicago, Illinois goldsmithg@gateway-biz.com Chip Miceli Pulse Technology Schaumburg, Illinois chip@pulsetechnology.com BTA Southeast
Richie Creech CopyPro Inc. Greenville, North Carolina rcreech@copypro.net Tim Renegar Kelly Office Solutions Winston-Salem, North Carolina trenegar@kellyofficesolutions.com BTA West
Richard Van Dyke Advanced Office Irvine, California rvandyke@goadvanced.com Pamela Feld Triumph Technology Group Tustin, California pam@triumphoffice.com Ex-Officio/General Counsel
Greg Goldberg Barta | Goldberg West Hollywood, California ggoldberg@bartagoldberg.com
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Dealers Helping Dealers A look back at BTA’s first century
by: Brent Hoskins, Office Technology Magazine
W
e have arrived at the most significant milestone in the distinguished history of the Business Technology Association (BTA) — our 100th anniversary. It is a testament to not only the perseverance of the leaders of the association through the decades, but also to the endurance of the independent dealer channel of distribution. Below is a look at the association, by decade, since its founding in 1926. Space only allows for select highlights. However, collectively, these highlights reflect the incredible story of the dream of a group of typewriter dealers, the founding members of the association, motivated by the realization that there is strength in numbers. They had a vision that the independent dealer channel would remain the premier channel of distribution by way of dealers helping dealers. This brief historical account is based largely on articles appearing in the association’s various publications throughout the decades. BTA’s archives include most issues since 1949, as well as four issues from the 1930s. In addition, BTA’s 60th anniversary book, “The Parade of Progress: NOMDA’s First 60 Years,” served as a valuable resource in preparing this compilation. Enjoy your journey through the decades.
1920s The association was established as the National Association of Typewriter Dealers at a meeting held on Jan. 22-23, 1926, in Kansas City, Missouri. This is confirmed by the program of the association’s first annual convention, held Aug. 26-28, 1926, at the Palmer House Hotel in Chicago, Illinois. An image of the program appeared in the 1969 Convention Issue of the NOMDA Spokesman. The cover of the program reads, in part: “National Association of Typewriter Dealers (Organized at Kansas City, Mo., Jan. 22-23, 1926).” George S. Walker was named the association’s first president, serving less than a full year. He was followed by 1926-27 President W.R. Schilling. A photo of Schilling appeared in the October 1955 issue of the NOMDA Spokesman magazine. (See the photo on page 16.)
Top to bottom: The oldest photo in the BTA archives is a picture of the banquet from the typewriter convention held Aug. 20, 1928, at the Hotel Hollenden in Cleveland, Ohio; the second oldest shows the group attending the Annual Convention of the National Typewriter & Office Machine Dealer Association, held July 23-27, 1938, at the New York World’s Fair site in Queens, New York; the first issue of the association’s publication, Dealers Topics, was released in November 1938.
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“Congratulations to BTA on reaching your 100th anniversary — an incredible milestone and a true reflection of the impact the organization has had on the industry over the years. On behalf of Donnellon McCarthy Enterprises, we are grateful to be part of a network that has provided so much value through the relationships built with fellow members, colleagues and peers across the industry. “The ability to openly share best practices, ask questions and exchange ideas with others facing similar challenges has been invaluable to both me personally and to our company. The insights and collaboration we’ve gained through BTA have helped us continue to grow and evolve while always keeping our people at the core of what we do. We appreciate everything the organization has done to support the industry and look forward to many more years ahead.”
— Rich Brandenburg, senior vice president of sales Donnellon McCarthy Enterprises, Cincinnati, Ohio
Following the first convention in Chicago, there were three additional annual conventions hosted by the association in the 1920s — at the William Penn Hotel, Pittsburgh, Pennsylvania, 1927; Hollenden Hotel, Cleveland, Ohio, 1928; and Congress Hotel, Chicago, Illinois, 1929. The photo at the top of the second column on page 10 was taken at the 1928 convention. It is the oldest photo in the association’s archives.
1930s The original name of the association did not last long. It was changed in 1933 to the National Association of Typewriter and Office Machine Dealers (NTOMDA) during the 1933-34 presidency of William Clausing. He was followed by C. Elmer Anderson, 1934-36 national president. It was during Anderson’s tenure that the association hired its first executive secretary to serve as administrator of the association — J. Paul McWilliams, then located in Kansas City, Missouri. (McWilliams later left the employ of the association to open his own dealership in Little Rock, Arkansas. He served as 1960-61 president of what was by then NOMDA; his son Michael L. McWilliams served as 1971-72 NOMDA president.) In 1936, Lamont Wood, who had served as NTOMDA president in 1931-32, returned to office to serve as president from 1936 to 1939. While he was president, the association launched its first publication, “Dealers Topics.” The inaugural issue was dated November 1938. In that issue, Wood wrote about the publication launch under the title, “It’s Your Baby.” He wrote, in part: “By encouraging cooperation and fostering goodwill, Dealers Topics aims to do its part in improving each individual business for
Top: Dealers gather on July 15, 1939, for the 14th annual banquet of the National Typewriter & Office Machine Dealers Association held at the Hotel Cleveland in Cleveland, Ohio. Bottom: A page from the July 1939 general ledger of the association showing disbursements from May of that year.
Clockwise from top: A group photo taken during the 17th annual convention held July 20-21, 1942, at the Hotel Wm. Penn in Pittsburgh, Pennsylvania; the cover of the association publication, Dealers News, from February 1940; and the general ledger of the association showing disbursements from August through October 1940.
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all of you.” (Images of the cover of that issue and Woods’ column appear on page 10.) In the first issue, among the articles was “The First 15 Years Were the Easiest,” written by L.H. Witgraff, the association’s 1926-27 second vice president. He wrote about the struggles resulting from the Great Depression. “Business dropped off; we had to accept less cash and more and poorer trade-ins; we were obliged to add a few more sidelines,” he wrote, also writing about the recession that followed. “Time and tide wait for no man. We had to keep in line with progress. Many new specialties were added to our regular typewriter line, such as the automatic typewriter, the Line-O-Time copy holder, adding machines, Dictaphones, cash registers, check protectors, The Stenotype, duplicating machines, pencil adding devices, etc.” BTA has three additional issues of publications in its archives from the 1930s, each with a title change from Dealers Topics to Dealers News. Among the articles in the December 1938 issue, “Well-Dress Windows Increase Typewriter Sales,” plus a feature with the admonition that some typewriter sales reps “handle a hot prospect like he was a hot iron.” The March 1939 issue featured a Q&A on the Social Security Act, reporting that “wages in excess of $3,000 to an individual in any one year by a single employer are not taxable.”
Top: Attendees of the June 1314, 1944, War Conference pose for a photo at the Chelsea Hotel in Atlantic City, New Jersey. Right: The 1949-50 Board of Directors of NOMDA meeting is held in June 1949 in Los Angeles, California, just after the 1949 convention at the Ambassador Hotel.
1940s By 1940, the association’s headquarters had moved to New York City, New York. The locale appears to have been short-lived. By 1941, the headquarters had moved to Topeka, Kansas. In 1943, led first by 1941-43 President Irving Vincent and then by 1943-44 President Nick H. Fucci, the association’s name was changed to the National Office Machine Dealers Association (NOMDA); the name remained the same for 50 years until it was briefly changed to NOMDA/LANDA and then to the Business Technology Association (BTA) in 1994. The earliest issue of the NOMDA Spokesman in the BTA archives is the September 1949 issue, labeled as issue number six. By then, another move had occurred; the association’s headquarters was located in Los Angeles, California. The issue reflects the frustration with a detrimental federal
Above photos (top to bottom): Dealers gather for the 23rd annual convention, which was held July 19-21, 1948, at the Hotel Pennsylvania in New York City, New York; and the Pacific Northwest OMDA starts off the 1949-50 season with a meeting and party at the BOF Club in Spokane, Washington. Right: “Who’s Who in the Office Machine Industry” serves as a membership list and office machine directory for dealers in 1946.
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“You [Brent Hoskins] and the association have made a huge impact in the lives of so many businesses and I am honored to have been a part of it over the years. “Congratulations to the Business Technology Association on celebrating 100 years of service to the office technology industry. From my years as editor-in-chief of ImageSource Magazine for copier/ printer dealers to my time with ECI Software Solutions supporting e-automate, I’ve had the opportunity to see firsthand the important role BTA plays in supporting the dealer community. Its commitment to connection, education and industry advancement has made a lasting impact across the years. Thank you for a century of service to the office technology industry and best wishes as you celebrate this extraordinary milestone.”
— Alicia Ellis, senior marketing manager, Field Service, Office Technology & Distribution Divisions ECI Software Solutions Inc., Westlake, Texas
law of the day. One article notes that the “number-one item on the Executive Committee’s order of business for October 8th is to lay a plan of battle to get rid of the excise tax on office machines.” The article notes that “many people are waiting until its repeal before buying.” NOMDA advocacy on behalf of its dealer members was further covered in the October 1949 issue with a lengthy article on the 1949 Manufacturer’s Relations Committee Report, which covered, in part, the committee’s interviews with representatives of seven manufacturers, all of them supportive of the Fair Trade Act. However, the article noted that “little attention is being given to upholding prices,” particularly in “large metropolitan areas.” The article expressed concern that “you can purchase at most any price any portable at but a few dollars above dealers’ cost.”
Top: Dealers gather for the annual convention in June 1954 at the Chase Hotel in St. Louis, Missouri. Bottom: NOMDA’s second president, W.R. Schilling of Pittsburgh, Pennsylvania, visits the BTA office after being named member of the month in October 1955.
1950s In early 1950, the Chicago Convention Committee was busy planning the 25th National Convention, scheduled for June 28-July 1, 1950, at the Palmer House hotel in Chicago, Illinois, site of the first convention in 1926. A photo of the hotel appeared on the cover of the April 1950 issue of the NOMDA Spokesman. The preview announced only one educational session at that early stage of planning, a panel: “The Cost of Doing Business.” There were a record number of exhibitors scheduled: 36. Much of the editorial content within the NOMDA Spokesman in the 1950s focused on the national conventions, with many front-page articles. However, a brief article in the May 1955 issue summed up the value of the conventions to dealers. The comments shared could just as easily apply in 2026. Member Al Foxcroft of Los Angeles is quoted as saying, in part, that the reasons dealers attend NOMDA conventions
Above: The 1957 repair apprentices of Southern California OMDA take weekly classes on office machine repairs, adjustments and cleaning in Los Angeles, California. Right: By winding up NOMDA’s 1958-59 membership drive with an increase of 56% and a net of 38%, Oregon OMDA wins the Sweepstakes Prize, the Liston Jackson Trophy. Jackson (right, 1951-52 NOMDA president) presents the traveling trophy to Mark Seaman of Portland, Oregon, the treasurer of Oregon OMDA.
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have to do with the “stimulating effect it has on their businesses, as a result of ideas they gain through close personal contact with their fellow dealers, discovery of new products, and applications and promotional ideas for old products.” (Foxcroft later served as 1959-60 NOMDA president.) Despite the focus on the conventions, news regarding NOMDA’s many local chapters prevailed within the pages of the NOMDA Spokesman throughout the decade. A sampling of the headlines: “Texas OMDA to Hold 4th Annual Meet,” January 1951; “Chicago, Indiana-Kentucky Gunning for Liston Jackson Trophy in Membership Race,” February 1955; and “Cincinnati OMDA has Plans for the Year,” September 1959. The NOMDA Who’s Who in the Office Machine Industry, released July 31, 1952, lists 28 locals. By 1958, in a list included in the November issue of the NOMDA Spokesman that year, the count had increased to 42 locals.
Clockwise from top: George Chadwick (left) of Pawtucket, Rhode Island, accepts NOMDA’s first Dealer of the Year award from 1961-62 NOMDA President Edgar Noll in July 1962; Carolyn Re (left), August 1964 Spokesman guest editor and president of the Ladies of NOMDA group, talks with Roy Kennedy at the opening of the new NOMDA office in September 1964; and the 1964 NOMDA convention is held in St. Louis, Missouri.
1960s As noted, Paul McWilliams served as 1960-61 NOMDA president. In the January 1961 issue of the NOMDA Spokesman, he reported on the results of a dealer member survey. The survey results revealed that the average annual volumes of business transactions by department were as follows: supplies, 8%; outside sales, 35%; annual service contracts, 12%; service department, 15%; inside sales, 21%; and rentals, 9%. “It may be that you do not want to enlarge your business in some of the listed departments,” he wrote. “However, if you have the facilities or desire to do so, the figures presented can give you information as to which departments need bringing up to the national average.” In the March 1962 issue of the NOMDA Spokesman, a past leader of the association, 1954-55 NOMDA President Wilber Walker, contributed an article titled “Why NOMDA is Important to Me.” He wrote, in part, that he was told that “NOMDA would help my business not only survive, but also to prosper.” He said he “immediately made application to join this young and energetic national organization. It was like parting with teeth with that first year’s dues.” He looked back pleased he had made the decision to join (in 1934): “Every dealer, supplier and manufacturer
Clockwise from top left: (left to right) Bud Bills, Dorothy Ames (whose retirement led to the founding of the BTA Scholarship Foundation), Tony Kartous and D. Marvel attend the TOMDA convention on March 9, 1963, in Fort Worth, Texas; Art Williams (center) presents the gavel to incoming New Jersey OMDA President Chester Trzcinski (right) in December 1966, while Dave Scadden (left), chairman of the nominating committee, looks on; and (left to right) Hazen Ames, Art Ames and Ralph Terry at the September 1964 opening of the new NOMDA office at 2590 East Devon in Des Plaines, Illinois.
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2,000. John H. Siegmund, who belongs to NOMDA co“BTA does exactly what it claims in its tagline and more. owner of Louisiana Business operates with each other in The Dealers Helping Dealers Discussion Groups have Machines, New Orleans, Louievery way possible to attain been a huge help to our company. I can ask questions siana, had the distinction of one common goal — success.” and get answers from other dealers across the country. being that 2,000th member. “I By the summer of 1964, They are individuals who do what we do every day and weighed joining NOMDA very NOMDA had once again some have been in the business for multiple decades. heavily,” he said. “You have to moved its headquarters — They give great advice based on their experience. unite ... you just can’t battle it by from Los Angeles, where it Others are fairly new to the industry and they give great yourself. Through NOMDA, we had been located since at advice based on where they see the industry going. had the IBM Corporation set up least 1949, to Des Plaines, Il“We have been to multiple BTA events and have met their service program ... When linois. In the June-July issue face to face with vendors before we decided to add you get big companies like that of the NOMDA Spokesman, their products to our portfolio. This has allowed us to grow our business through multiple revenue streams. to work with you, you’ve accomthe newly hired executive BTA has allowed CopyLady to continue to grow and we plished something ... The big secretary of BTA, Ralph Terare thankful for everything it has allowed us to do.” companies like to talk to 2,000 ry, introduced himself. He — Dan Detrick, vice president people, rather than just one.” noted, in part: “We are now CopyLady Inc., Fort Myers, Florida situated at the crossroads of 1970s America, just five minutes During the 1970s, the NOMDA Spokesman took on a more and $1.50 by taxi from O’Hare airfield in Chicago.” modern look and included lengthier articles, often interIn the “Spring 1969” issue of the NOMDA Spokesman, views and dealer-bylined articles. A good example appeared the association announced that membership had reached
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“All of the peer-to-peer networking [through board service and at BTA events] has given me people to bounce ideas off of. These relationships have been tremendous in helping me work through problems [in my business]. Over the years we have also benefited from programs ranging from health insurance offerings to freight discounts. And when we became an ESOP, Bob Goldberg helped us rewrite our company doctrine and employee handbook, and provided trusted advice during a major transition. “Beyond the programs it offers, BTA’s advocacy on behalf of independent dealers is extremely valuable. As president and CEO of a smaller dealership, I need that voice because mine isn’t always loud enough on its own.”
— Mike Hicks, president & CEO Electronic Business Machines Inc., Lexington, Kentucky
in the October 1970 issue of the magazine, which featured a three-page Q&A interview with Gil Barner, vice president of Westminster Office Machines Inc., Lake Bluff, Illinois. One of the interview questions: “If you were today going to take on a new product line, what might that line be?” Barner’s reply: “I guess I would have to refer back to our conversation about mini-computers. I would start right now to get into it so that we would get the software and hardware background that I think would be necessary.” Interestingly, toward the end of the decade, the dialog on computers was still underway. The cover story in the May 1979 issue: “Everything I Always Wanted to Know About Business Computers But Was Afraid to Ask!” The Q&A-formatted article began with the question: “When should I consider a computer?” The answer, provided by author Howard C. Johnson, president of Management Analysis & Control Inc.: “Is your business growing? Are you considering adding personnel? Are you losing control over accounts receivable, accounts payable, payroll or inventory? Are you reducing your accounting staff? Is your competitive edge suffering because of lack of timely, accurate financial information? If any of these situations are familiar to your business, then it’s time that you consider electronic bookkeeping.” Another noteworthy trait of the 1970s issues of the magazine is the heightened focus on dealer learning by way of NOMDA educational programs. In a column appearing in the December 1972 Spokesman, 1972-74 NOMDA President Jim Charles wrote, in part: “Take time to explore the programs of NOMDA. Their express purpose is to help you professionalize your own operation and, in turn, your industry.” That issue’s articles featured: STEER, a three-day program focused on dealership financial management; the NOMDA IBM Selectric
Clockwise from top: 1971-72 NOMDA President Mike McWilliams (left) receives the gavel from James Ayres, outgoing president, at the 46th annual convention held July 15-17, 1971, in St. Louis, Missouri; the Aug. 16, 1971, issue of the NOMDA Hotline newsletter; the 1978-79 NOMDA officers include (left to right) President Alfred Aus, Vice President Don Wright, Treasurer Tom Van Gelder and Secretary Joe Stuart; the February 1978 issue of the NOMDA Spokesman; Paul Rickard (left) accepts the Liston Jackson trophy on behalf of the Madison OMDA from Midwest Regent Steve White in 1978; and the January 1970 issue of the NOMDA Spokesman features a “who’s who” directory of the office machine industry.
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School; and the NOMDA Stemantitrust lawsuit NOMDA had “Congratulations to BTA on reaching this remarkable winder program, training dealfiled against Monroe, a cal100-year milestone! ers to present sessions within culator company, on behalf “Distribution Management (Supplies Network) their communities or to other of the dealer channel. The ashas been a proud supporter of BTA over the years. dealers within the industry. sociation was challenging an Throughout my 30-year career, I have had the privilege In the NOMDA book, “The abrupt change in policy that of attending many BTA events across the country. Those Parade of Progress,” 1969had effectively prevented experiences have provided valuable opportunities to 71 NOMDA President James NOMDA members from serconnect with industry partners, strengthen relationships Ayres expressed his passion vicing Monroe calculators. As and continue fostering the strong partnerships that drive for NOMDA’s educational proreported in the “The Parade of success throughout our channel. grams. “I would say that the Progress” book: “In the final “Congratulations again on this incredible achievement and see you in Kansas City!” most important single event settlement, Monroe agreed to — Mike Wyatt, senior business development manager that occurred during the years sell parts, schematics, referDistribution Management, St. Charles, Missouri I was an officer of NOMDA was ence manuals and parts catathe beginning of the educalogs to independent dealers tional programs and the development of the seminar system upon the placement of a $10 order.” of training,” he said, noting that such programs as SELL, FIX, As the decade progressed, the 1980s also saw the dawn of STEER and Selectric training, etc., “were ‘my thing.’” an era when the association’s national conventions achieved a significant surge in attendance, in the days before the OEMs began having their own dealer meetings. While the 1980s The 1980s began with the successful conclusion of an attendance saw growth in the 1970s — the 1978 convention,
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“My company has been a member of BTA for 32 years. At the reflection point of 100 years, I am certain the same values exist today as they did 100 years ago which, in my view, is how we dealers can improve ourselves and increase our chances of success. “I can say my experience has been about networking, attending events, educational activities and having legal advice available when I need it. If I can walk away from any BTA gathering and gain a nugget(s) of something new to help my company, it is worth it. “Thank you BTA for offering myself and countless others a platform to better learn our industry and business. “Congratulations on the 100-year milestone!”
— Mike Boyle, CEO/president BASE Technologies & The Office Works, Bethel, Connecticut
for example, drew “more than 6,800” attendees — by 1988, the attendance had grown to 18,146. In addition, during the 1980s, the association saw continued successful events among its districts — EROMDA (now BTA East); SEROMDA (now BTA Southeast); Mid-OMDA (now BTA Mid-America); and WOMDA (now BTA West). The December 1983 issue of the NOMDA Spokesman includes coverage of WOMDA’s 32nd annual convention, held Oct. 20-22, 1983, in Las Vegas, Nevada. “We had a registration of approximately 3,800, which is almost 1,000 more than last year,” said Hank Hanson, convention chairman, quoted in the coverage. “Exhibitors were ecstatic over the number of attendees.” It was during the decade of the 1980s that a decision tied to the current BTA took place. In 1985, the association moved from Wood Dale, Illinois, (its final of at least three other homes in Illinois — Des Plaines, Park Ridge and Elk Grove Village) to its present home in Kansas City — returning to the city of its founding. The September 1985 issue of the NOMDA Spokesman reported that the association had purchased a 125,000-square foot building on 36 acres. The building became known as the association’s National Educational/Conference Center (NECC), and was used for many years by not only NOMDA and the industry, but also by businesses in the Kansas City area for educational meetings, banquets, etc. (In the early 2000s, the decision was made to sell the building; BTA remains a tenant.) Near the very end of the decade, NOMDA hosted the forward-looking Focus 1990 event in Kansas City. The event was held Oct. 20-21, 1989, featuring such leading minds as Robert Reich (who later became the U.S. Secretary of Labor in the Clinton Administration), Dr. Arthur Laffer (best known for developing the Laffer Curve influential in U.S. tax policy) and futurist John Naisbitt.
Top left: Senator James Exon addresses NOMDA members on July 17, 1982, in Kansas City, Missouri. Exon introduced S. 1256, the Office Machinery and Equipment Retail Dealers’ Agreement Act. Top right: The act evolved into the Office Machine and Equipment Dealers Act, which aimed to regulate supplier/dealer contracts, prevent unfair franchise cancellations and require fair compensation for inventories. The act ultimately failed to pass, but the proposed legislation resulted in the Manufacturer Dealer Statement of Principles that guided relationships for years.
Clockwise from top: EROMDA members present their “big check” to the NOMDA Educational Foundation in June 1985; the 1989 NOMDA convention was held in New Orleans, Louisiana; the 1983 WOMDA convention featured a Mardi Gras dinner/dance; the NOMDA Board of Directors approves a new budget during the 1988 board meeting; and the 1988 NOMDA convention was held in Las Vegas, Nevada.
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1990s
The May 1, 1993, issue of the “The office technology industry can be a lonely, NOMDA Hotline newsletter In the early 1990s, NOMDA isolated industry if we let it. BTA has given me the (a printed publication at the continued to be known for its chance to learn and connect with dealers and time; the earliest issue in the large national conventions. professionals across the country. What a gift it has BTA archives: Jan. 15, 1968) The 65th annual convention been to find BTA. Here’s to 100 more years!” reported: “NOMDA/LANDA held July 11-14, 1990, at the Las — Ashley Whisonant, managing owner joins the strengths of the two Vegas Convention Center in Capital Office Products Inc., Columbia, South Carolina organizations’ memberships Las Vegas, Nevada, drew “more and recognizes the growing than 17,000 attendees from the United States and 39 foreign countries” visiting the exhibits of similarities between dealers and resellers, while still re350 vendors, the September 1990 issue of the NOMDA Spokes- sponding to their different needs.” Some additional changes occurred the next year. The man reported. “Most exhibitors that I had the opportunity to visit with indicated that they had come to the show with an March 1, 1994, issue of the BTA Hotline newsletter reported optimistic outlook and left satisfied with their success,” said on the NOMDA/LANDA Board of Directors meeting held Feb. 1990-91 NOMDA President Perry Wells in that issue. “And, of 4-5, 1994, in Kansas City. “The board endorsed a plan that will course, for the exhibitors to be successful, the dealers attend- reduce the terms of office for officers, eliminate non-essential standing committees and significantly decrease the size of the ing the convention had to have been successful, too.” Several years later, in 1993, NOMDA merged with LAN- association’s governing bodies [the board size was reduced DA, the Local Area Network Dealers Association, the trade from 100-plus members to 19 members],” the Hotline reported. association for the networking industry. The result was the “The board also endorsed a name change for the association.” The name change, to the Business Technology Association fourth name change for the association to NOMDA/LANDA.
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“When I think about BTA’s 100-year milestone, I don’t just think about an association — I think about the impact it has had on me personally and on CopyPro. “One of the greatest honors of my career has been giving back to an industry that has given so much to me. Having the opportunity to serve on the BTA Board of Directors and as national president deepened my appreciation for the dedicated volunteers and staff members who work tirelessly to make our industry stronger. It also reminded me that BTA’s greatest asset has never been its programs or events — it has always been its people. “At CopyPro, we often say that none of us is as smart as all of us. That philosophy has been reinforced time and time again through BTA. Some of the best ideas we’ve implemented at CopyPro — whether related to service, sales, leadership, operations or customer experience — started with conversations with fellow BTA dealers. It’s remarkable that competitors are willing to share what works because they understand that helping one another ultimately strengthens the independent dealer community. “Whenever we’re faced with a new challenge, one of my first thoughts is, ‘I wonder if another BTA dealer has solved this?’ The answer is almost always ‘yes.’ A phone call, a conversation at a BTA event, or an email to another member has saved us countless hours, helped us avoid mistakes and given us ideas we may never have discovered on our own. That spirit of collaboration is something you simply don’t find everywhere. “BTA has made CopyPro a better company and it has made me a better leader. The friendships I’ve built, the lessons I’ve learned and the opportunity to serve alongside so many talented people are among the most rewarding experiences of my career. “Congratulations to BTA on 100 incredible years. I am proud to be part of an organization that continues to invest in independent dealers, encourages collaboration over competition and ensures that companies like CopyPro have the resources, relationships and support to thrive. I look forward to seeing what the next 100 years will bring.”
Clockwise from top left: The 1990 NOMDA convention attracts more than 17,000 attendees from around the world; the 1992 convention draws nearly 15,000 attendees; and the International Business Expo, sponsored by BTA and BPIA (NOPA), was held July 12-15, 1994, showcasing multifunctional connectivity products. All three shows were held at the Las Vegas Convention Center in Las Vegas, Nevada.
— Debra Dennis, vice president of support services CopyPro Inc., Greenville, North Carolina
(BTA), the fifth name for the association, was approved by voting members in April 1994. The Hotline reported: “At the time of the merger with LANDA, it was announced that NOMDA/LANDA was a temporary name that would be used until a more suitable name could be found.” The 1990s also saw a name change for the NOMDA Spokesman magazine (dating back to 1949) to Business Technology Solutions effective with the July 1994 issue. The decade ended with the election of BTA’s first two female presidents. Carol Wylie served as 1997-98 BTA president;
Clockwise from top left: NOMDA’s Board of Regents approves the merger between the association and LANDA, the trade association for the network industry, in May 1993; during the February 1994 NOMDA/LANDA Board of Directors meeting, the board endorsed a new name for the association — the Business Technology Association (BTA) — and board members were given t-shirts with the new name; past BTA presidents at the association’s headquarters in February 1994 after the board meeting; and a teaching lab at the 1997 Business Technology Expo & Conference held in Los Angeles, California.
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Nancy Taylor served as 19992000 BTA president.
the publisher of the magazine and remains so today. Three BTA mainstays got 2000s their start in the 2000s. In the By the start of the new censpring of 2001, the association tury, the era of the associabegan offering the ProFinance tion’s large conventions was workshop, designed to help winding down, given the decidealerships achieve double— Grant Goldsmith, director of operations sions by OEMs to begin hostdigit operating income and Regal Business Machines/Gateway Business Systems Inc., Chicago, Illinois ing their own dealer meettaught by John Hey and Todd ings. The association hosted Johnson of Strategic Business Decisions 2000 on April 26-28, 2000. Then, on Aug. 7-9, 2001, Associates (SBA). To date, more than 1,000 dealers have atit hosted the Business Technology Expo. Both events were tended the workshop, dramatically improving the perforheld at the Las Vegas Convention Center. mance of their dealerships as a result. The 1994 name change of the association’s monthly magaThe second mainstay is the Select Dealer Group (SDG), zine to Business Technology Solutions was relatively short- formed in 2003. SDG is a peer group currently comprised lived. Effective with the September 2001 issue, the name was of 37 noncompeting BTA member dealerships that share changed to the present Office Technology. This was the result best practices on a regular basis, but also at three in-person of an alliance between BTA and 101 Communications, which meetings each year. In 2008, the association launched the third mainstay — became the publisher of the association’s magazine. By the August 2004 issue of Office Technology, BTA had returned as its Building My Business Webinar series, held on a regular “Congratulations to the Business Technology Association on an incredible 100 years of leadership, innovation and service to the industry. For a century, BTA has brought people together, championed innovation and helped shape the future of the industry. Congratulations on this remarkable milestone and best wishes for many more years of success.”
TH
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“Automated Business Solutions’ (ABS’) co-founder Alan Albergaria was an incredible man. Not only did he seek to bring people into his business who would help him get ABS to the next level, but he also wanted folks to develop as individuals. Alan saw something in me, but I admit, I had plenty to learn upon joining ABS. Alan proactively encouraged my participation in BTA and that participation continues to this day with the support of our current president, Mike Ardry. “I have been able to share my ideas and learn from other leaders in our industry. As our business continues to evolve, all of us in the independent dealer channel seek ways to get better, compete and be more profitable. Whether it is via online calls or participation in regional meetings, resources provided within the BTA network have been a great way for many of our leaders at ABS to identify future strategies and develop strategic partnerships that have helped our business proactively change with the times. “Also, I have two kids who just received BTA scholarships that will help offset some of their tuition payments. That is pretty cool. “Congrats to BTA and thank you for what you have done for me, ABS and the office technology industry!” — David Aulisio, vice president of business development Automated Business Solutions, Warwick, Rhode Island
basis with the goal of helping dealers improve the management of their companies, take full advantage of market opportunities and, ultimately, improve the bottom line. To date, there have been 219 webinars with total attendance of 12,569. By the late 2000s, BTA began ramping up its district educational and networking events, open to all, but hosted at the district level by BTA East, BTA Mid-America, BTA Southeast and BTA West. BTA Southeast had already been hosting what is now the Fall Colors Retreat in North Carolina for many years. It evolved from an annual event co-hosted by the North Carolina OMDA and South Carolina OMDA locals. In 2009, there were three events held: “Jazz it Up in New Orleans,” hosted by BTA Southeast and BTA Mid-America, June 11-13, New Orleans, Louisiana; “Grand Slam,” hosted by BTA East, Sept. 24-25, White Plains, New York; and the “Fall Colors Conference,” hosted by BTA Southeast, Oct. 16-17, Waynesville, North Carolina.
2010s BTA’s district-hosted educational and networking events hit full stride during the 2010s, with 45 events held between 2011 and 2019. The largest of those events took place June 6-10, 2016, as the industry gathered to celebrate the association’s 90th anniversary in Kansas City.
Clockwise from top: Attendees listen to a presentation at BTA’s 2001 Business Technology Expo in Las Vegas, Nevada; The January 2000 issue of BTA Solutions magazine, the association’s first publication in the 21st century; and 1999-00 BTA President Nancy Taylor awards the 2000 BTA Volunteer of the Year Award to Bruce Bro.
Clockwise from above photos: BTA’s modern-day events began with the April 2008 “Educating U” event in Orlando, Florida; The Utility Company’s Jason Creally (second from left) visits with BTA Southeast conference attendees in May 2007 in Nashville, Tennessee; Attendees visit with BTA Membership Sales Representative Brian Smith at the “Jazz it Up in New Orleans” event in June 2009; and Phil Boatman (left) gives a demonstration of a Lexmark product to BTA West event attendees in September 2008 in Cypress, California.
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“Throughout my membership with BTA, our business and I have benefited countless times from access to dozens of smart and experienced business owners and leaders. This has shaped our marketing, sales and service strategies. We’ve used the Dealers Helping Dealers program to grow our service business and many times taken advantage of the training and documents in the online library. Congratulations to BTA on 100 years!”
— Jeffrey Foley, co-founder & CEO Apollo Office Systems, Alvin, Texas
The decade wrapped up in 2019 with BTA events in Orlando, Florida; Austin, Texas; New York City, New York; San Diego, California; and Asheville, North Carolina. Following the model of SDG, in 2012, the association established the PRO Dealer Group (PDG). The peer group of non-competing BTA member dealerships meets three times a year in person, sharing best practices, with members staying well connected throughout each year. Currently, there are 30 dealerships in the group. Like SDG, the group’s relationship with SBA helps members identify the best means to improve the profitability of their companies by way of an annual financial survey. In 2016, at the June 10 “BTA at 90: A Celebration” event in Kansas City, BTA announced the first inductee into the BTA Hall of Fame — Thomas A. Russo Sr., 1985-86 BTA president. During his presidency, he was instrumental in returning the association’s headquarters to Kansas City, helping to locate the building that serves as BTA’s home today. He also helped manage the move from Wood Dale, Illinois, to the new building in Kansas City. In addition, he was instrumental in the development of the museum that was housed for a period of time at BTA’s headquarters — the National Office Equipment Historical Museum. During the decade, the association awarded 225 BTA scholarships to the sons and daughters of full-time employees of member dealerships totaling $260,500. Since the 1984-85 school year, the association has awarded 1,681 scholarships totaling $1.9 million. The BTA Scholarship Foundation dates back to 1968 when the Dorothy R. Ames Scholarship Fund was announced to honor her retirement. (A photo of Ames appears on page 18.)
2020s BTA’s current decade got underway with the Spring Break event, hosted by BTA Southeast, March 13-14, 2020, at Disney’s Yacht & Beach Club Resort, with seven educational sessions and 30 scheduled exhibiting vendors. Sadly, the focus at the event did not turn out as planned. On March 13, President Donald Trump declared a national emergency in
Clockwise from top left: Winter Break 2011, held in Orlando, Florida, drew approximately 70 dealer and vendor attendees; Grand Slam 2010 begins with a dealer/manufacturer panel discussion moderated by Frank Cannata (fourth from left); the Cruise to Success 2013 schedule allowed plenty of time for attendees to network with their fellow dealers and exhibiting sponsors, including during a welcoming reception; and 201415 BTA President Ron Hulett (far left) presents the Bob Goldberg Legacy Award to BTA General Counsel Bob Goldberg (far right), as (center, left to right) 2014-15 BTA President-Elect Dave Quint, 2014-15 BTA Vice President Rob Richardson and 2012-13 BTA President Terry Chapman look on.
Clockwise from top left: Attendees gather for BTA at 90: A Celebration, held June 10, 2016, in Kansas City, Missouri; Delane Wolter (left) of OKI Data Americas, gives a product demonstration to Joe Escamilla of Document Systems, Oxnard, California, at Capture the Magic 2014; fifteen NOMDA and BTA presidents were in attendance at the BTA at 90: A Celebration event; and attendees meet with exhibitors during round-table discussions at the 2016 Fall Colors Retreat.
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2026
As BTA celebrates an incredible 100 years of supporting the office technology industry, we’re taking a look back at ACDI’s own journey, from our early days to the people, partnerships, and progress that have shaped who we are today. We’re grateful to BTA, our dealer and technology partners, our customers, and the ACDI team members who have been part of the journey along the way. We’re proud to celebrate the history that has brought our industry this far and even more excited about what comes next.
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“My first experience with BTA was about 20 years ago, when a friend invited me to an event. We had a wonderful time, and the people I attended with became friends and mentors. I was especially honored when two of them later asked me to buy their businesses. That was the beginning of my journey with BTA. “My second experience came through the service side of the industry and taking the FIX class with Ronelle Ingram. She became a friend and mentor who taught and inspired me in many ways. The class offered valuable insight into service management and running a stronger business. She also introduced me to a helpful membership benefit — Bob Goldberg. “More recently, I was invited to join the BTA leadership team and speak on a panel after expanding my work into cybersecurity, AI consulting and training. This has created an opportunity to help connect generations and support BTA’s continued growth through technology and education. “A particularly meaningful full-circle moment came when I worked with Bob’s son, Greg Goldberg, to develop and deliver an AI policy and ethics training. It reflected what BTA has always done so well — bringing people and generations together to share knowledge, build relationships and strengthen the industry. “As BTA celebrates its first 100 years, I look forward to helping continue that legacy into its next 100 years through new membership and educational opportunities, grants and scholarships. The technology may change, but BTA’s commitment to people, learning and connection will continue to move the association forward. “I am grateful for the friendships, mentors and opportunities BTA has provided over the years. Congratulations on 100 years — here’s to the next 100.”
Clockwise from top: BTA General Counsel Bob Goldberg (top left) moderated the “Facing the Future Together: Navigating 2021 & Beyond” panel discussion through a virtual Zoom event during the COVID-19 pandemic. The panelists were (clockwise from top right): Sharp’s Mike Marusic, Ricoh’s Jim Coriddi and Konica Minolta’s Laura Blackmer; the 95th anniversary sand sculpture at the 2021 BTA National Conference held in Coronado, California; attendees at the 2021 BTA National Conference gather for a group photo; attendees brainstorm ideas during the keynote workshop at Capture the Magic 2022; and attendees enjoy dinner during the 2023 Fall Colors Retreat.
response to the COVID-19 pandemic. The next day, March 14, many governors also declared states of emergency and public health officials began urging social distancing. BTA mobilized to help its dealer members throughout 2020 during the early stages of the pandemic. That year, 3,762 people attended 25 BTA Building My Business webinars, including ”BTA Guides Dealers Through the COVID-19 Crisis,” “Forgiveness, Reopening, Customer Support — The Next Steps for Dealers” and “How to Operate & Manage a Remote Sales Team.” The webinar drawing the highest attendance — 771 people — was “How to Prospect with Social Distancing.” BTA also launched the Dealers Helping Dealers COVID-19 Q&A, with questions asked and answered by BTA member dealers, appearing on the BTA website. By the end of the year, 70 questions and answers had been posted on the site.
Clockwise from top left: Goldberg gives his farewell during the Bob Goldberg Appreciation Reception held June 18, 2024, in Huntington Beach, California; a breakout session at the March 2026 BTA IGNITE Orlando event; Pro Football Hall of Famer Emmitt Smith gives the keynote at the 2025 BTA National Conference; and attendees visit with Distribution Management representatives during exhibit time at Spring Break 2025.
— Pamela Feld, founder & CEO Triumph Technology Group, Tustin, California
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As a result of the pandemic, in 2020, the association launched the BTA Dealers Helping Dealers Discussion Groups, providing dealers the opportunity to discuss the challenges of the pandemic in live calls with fellow dealers. Today, there are seven such groups that meet via Zoom on a regular basis. Initially, the calls focused on pandemic-related matters; the topic has long since been replaced by discussions on a wide range of issues dealers face on a daily basis, with dealer participants helping one another. By July 2026, there were 186 BTA members participating in the discussion groups, with total attendance since May of 2020 of 5,057. By 2022, BTA had resumed hosting four educational and networking events. Among them was the June 17-19 Capture the Magic event, hosted by BTA West in Huntington Beach, California. At the event, the association celebrated the distinguished service of the retiring Bob Goldberg, who had served as general counsel for the association since 1977. During the “Bob Goldberg Appreciation Reception,” Goldberg was named the second inductee into the BTA Hall of Fame. (See Goldberg’s photo on page 30.) Ultimately, the decision was made to host two national BTA events, one in the East and one in the West. The decision was reflected in the launch of the IGNITE name for the association’s events in 2025. The most recent such event was BTA IGNITE Orlando/Fuel Your Potential, held March 20-21, 2026, in Orlando, Florida. Next will be BTA IGNITE Kansas City/Celebrating 100 Years, to be held Sept. 1-3, 2026, in Kansas City. The event will include a return to the site of BTA’s 90th anniversary event — Union Station Kansas City — to celebrate its first century at “BTA at 100: A Celebration.” On July 1, 2026, Mike Boyle became the 91st national president of the association. The July issue of Office Technology featured a Q&A with Boyle. In is, he was asked: “You are entering your BTA presidency during the association’s 100th year. Have you considered the significance of that?” His reply: “Yes, I’ve thought about it quite a bit. The celebration we are planning for Sept. 2 in Kansas City, Missouri, is our way of paying respect to all the people who came before us, serving our association and the dealer community, helping to make us what we are today. Their accomplishments and efforts have ensured the association would last not just a couple of years, but 100 years. That is the mantle that has been passed to me as the president during our 100th year. I want to make sure that BTA is in good — if not better — shape when I leave the presidency as we start our second 100 years.” 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.
“I joined the National Office Machine Dealers Association (NOMDA), now known as the Business Technology Association (BTA), in 1972. In the 1960s to 1970s time frame, each area in the United States had a local affiliate to NOMDA. I belonged to the Great Plains Office Machine Dealers Association. There were more than 50 local chapters of NOMDA at the time. “I met Bob Goldberg shortly after he joined NOMDA as general counsel. Bob served the association and its members since 1977. When he joined the association, I was a member of the NOMDA Board of Regents. The board of regents was the governing body of NOMDA at the time, and I worked closely with Bob. “I was elected president of NOMDA in 1983 and worked every day with Bob. His advice and counsel to dealers and manufacturers always assured fair, ethical and equitable treatment to all. At this time, there were more than 6,000 member dealerships in the U.S., and hundreds of manufacturers and distributors. Bob’s legal and business guidance helped anyone who picked up the phone. If you called Bob, he would always respond personally. To this day, he always returns your phone calls or emails. “I recall Bob advising dealers on antitrust and supplier issues. He helped address foreign product dumping issues, authored the Model Dealer Agreement and established the association’s Legal Hotline. Bob also created and became a member of the NOMDA Political Action Committee. If there was an issue affecting our industry, Bob was in the middle of it. “In the early 1980s, NOMDA drafted legislation that was introduced into the U.S. Senate and House of Representatives to eliminate unfair dealer agreements. This legislative effort eventually led to a normalization of dealings between the dealer and the manufacturer/ distributor. Bob led this legislative charge, creating a fair and equitable relationship for all. The industry flourished as a result. “Bob guided dealer/manufacturer relationships toward collaboration. He advised mergers, contracts and compliance. Bob is a recognized leader and mentor in our industry. BTA established a scholarship in his honor and he earned the BTA Legacy Award in 2015. “In the last 10 years, Bob has advised on IT/managed services, Al and other emerging technologies. He retired as BTA general counsel in 2024, but is still very involved in our industry. Bob played a central role in shaping the modern independent dealer channel through legal advocacy, industry standards and mentorship. “I have a 50-year relationship with Bob, which is my fondest memory of BTA.”
— John Kuchta, Nebraska Iowa branch manager All Copy Products, Lincoln, Nebraska
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The Primary Platform
Why dealers need to take A4 more seriously by: Rachel Dean, Keypoint Intelligence
I
n the workplace print environment, A4 devices have long been a staple — from personal desktops to shared spaces and across distributed locations. Today, however, the A4 platform is no longer defined by entry-level performance or limited capability; it is a sophisticated high performer that is an increasingly strategic part of workplace print. The North American workplace laser market experienced a challenging year in 2025, with placements declining 10.3% year over year (YOY). This reflects a mix of economic pressures including tariffs and a market that is still adjusting after COVID-19 pandemic-driven volatility. Despite broader market fluctuations, A4 continues to dominate workplace print. While single-function printers serve the home and decentralized workers, A4 MFPs account for many placements across laser and inkjet. In business inkjet, A4 MFPs represent as much as 95% of deployments, reinforcing their role as the default format. Even within laser, A4 devices anchor volume across all major speed segments. Whether in entry-level environments or mid-sized workgroups, A4 remains the primary platform.
The Changes You Should Be Talking About A4’s importance has not changed, but what is expected of it has — and very much so. It is no longer a peripheral or entry-level device. It has become a core platform that now carries a significant share of the workload that once defaulted to A3. That shift has been driven by a combination of factors.
Distributed Environments We have seen a broad shift in how workplaces operate. The reliance on centralized A3 changed as organizations adopted hybrid work models and distributed operations across multiple locations. Demand is shifting toward devices that can deliver performance closer to the user, and A4 devices are well positioned to step in with their smaller footprints, lower total cost of ownership (TCO) and ease of deployment.
Improved Performance & Changing Roles One of the defining trends in the A4 market is the steady
shift toward higher performance, which we are seeing more of during in-house product testing here at Keypoint Intelligence. Entry-level print is no longer anchored in the 11-20 page-per-minute (ppm) range. Thirty-plus ppm is becoming the new baseline as lower speed segments continue to decline and midrange devices with higher duty cycles take on more workload. This reflects a broader shift in usage. A4 devices are no longer primarily personal printers, but shared resources supporting small teams, hybrid workers and distributed offices. As a result, speed, durability and workflow capability are viewed as more critical than entry-level prices. As A4’s role expands, expectations around reliability have also increased, with enhanced durability and remote monitoring helping to minimize downtime.
Increased Capabilities Historically, A3 has offered centralized production capabilities through advanced finishing, better quality output and higher durability. That distinction is blurring as A4 ups its game and keeps incorporating features once exclusive to the A3 world: faster print speeds, enhanced scanning, stronger security and, at times, stapling and hole-punching. This evolution does not mean A4 is replacing A3, but it does translate as a good alternative for a growing number of
32 | w ww.of ficetechnologymag.com | August 2026
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DealerSiteBuilder - Mars ads Aug 26.indd 1
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use cases that previously required larger, more expensive systems.
images per minute (ipm). Users can route documents directly to email, cloud As devices continue platforms or business systems, reducing to evolve, further Practically Speaking reliance on separate tools and enabling improvements from Most workplace print jobs are still more efficient information flow. Scan manufacturers in media produced on standard A4 media. As A4 quality has also improved, with better flexibility and volume device capabilities improve, this creates resolution and image processing deliva natural opportunity to rethink where ering clearer, more accurate results. File handling could truly shift A3 is truly required: flexibility is equally important, and there the rules of the game. n Workflows that do not require largare an increasing number of A4 products er paper sizes offering support for scanning to searchn A4 performance is sufficient for small and mid-sized able PDFs, editable formats like Word and Excel, and comworkgroups pressed or encrypted files for easier sharing and security. n Finishing needs are often partially met by modern A4 devices Will A4 Ever Replace A3 Completely? The short answer: No. A3 devices continue to play a critiAdvanced Scan Capabilities Supporting Digital cal role in environments where scale, advanced finishing and media flexibility are essential. Their advantage is not Workflows Scanning has become one of the most critical and most just finishing, it is also format. For example, professionally improved areas of A4 capability. Modern A4 MFPs offer presented A4 booklets are produced from A3 media, somehigh-speed scanning, often reaching from 40 up to 100-plus thing A4 devices cannot replicate. More complex capabilities such as z-folding and other multistep finishing, along with higher-volume output, remain firmly within A3’s domain. Larger-format documents are also required for applications like spreadsheets, drawings and design work. That is why A3 continues to hold its place in environments such as marketing, education and technical fields, where format and presentation are integral to workflows. But here is where A4 could start to make a difference: As devices continue to evolve, further improvements from manufacturers in media flexibility and volume handling could truly shift the rules of the game. It will not eliminate A3, but the potential to shift more use cases into the A4 category will become a reality. For dealerships, it will open the door to new clients, more scalable opportunities and faster sales cycles. n Rachel Dean is a technical editor for the workplace team at Keypoint Intelligence specializing in A3 and A4 printers, MFPs and office hardware performance. She delivers research and independent testing analysis that helps manufacturers, dealers and buyers understand shifts in market dynamics, as well as real-world device performance. With more than 25 years in the document imaging industry, Dean brings hands-on experience from roles at Sharp and KYOCERA, offering practical insight into printer technology and the evolving office hardware market. She can be reached at rachel.dean@keypointintelligence.com. Visit www.keypointintelligence.com. 34 | w ww.of ficetechnologymag.com | August 2026
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DM - Predictive InSight ads Aug 26.indd 1
8/6/26 2:55 PM
Sell Business Transformation AI sales reps: Start with workflows, not technology
by: Kristal Cook, RockRoot & ETHERFAX
I
f you ask 10 different customers what they think about artificial intelligence (AI), you will probably get 10 different answers. Some picture terrible AI-generated artwork. Others think about students using ChatGPT to write papers. Some worry because they have heard that AI “hallucinates.” Some immediately think about layoffs. Others use AI every day and love it. Many people are already using AI without even realizing it. This is the challenge. When you are selling print management, document management, cloud fax or cybersecurity, customers usually begin with a business problem. They want to reduce print costs, improve security or eliminate inefficient processes. But AI is different. Before you ever walk into a meeting, your customer already has an opinion — and that opinion is often based on headlines, social media or consumer AI tools rather than the business problem your solution is actually designed to solve. As an industry, I believe we are making a mistake when we lead those conversations by talking about AI. Customers do not buy AI. They buy business transformation. They buy faster workflows, better customer experiences, fewer bottlenecks, happier employees and organizations that operate more efficiently. AI is simply the technology that helps deliver those outcomes. That means the traditional software sales process needs to evolve. For years we have asked questions like: “How many printers do you have?” “How many users?” or “How many faxes do you send?” Those questions still matter for traditional software, but they rarely uncover the opportunity for AI. Instead, ask questions that reveal how work actually gets done: “Walk me through yesterday. What starts the process? Who touches the information first? Who touches it next? Where does work stop? What creates delays? Where do mistakes happen? If you could eliminate one repetitive task tomorrow, what would it be?” The answers will reveal something far more valuable than technical requirements. They reveal friction. And friction is where AI creates value. Customers do not wake up wishing they had more AI.
They wake up frustrated because information sits in inboxes, approvals take too long, employees manually enter the same information into multiple systems and customers wait while paperwork moves its way through the organization. Those are the problems worth solving. You are not selling AI. You are selling fewer bottlenecks, faster service and a better day at work. One of the biggest mistakes I see salespeople make is demonstrating features before helping customers imagine a better future. Once you have mapped today’s workflow, paint tomorrow’s workflow. Instead of explaining what the software does, describe what your customer’s day could look like: n Information arrives and is automatically recognized n Relevant data is extracted n Documents are classified and routed to the right person or system n Employees begin their mornings with work already organized instead of waiting in stacks, inboxes or queues Instead of moving paperwork, they are helping customers, solving problems, improving communication and completing work that requires human judgment. That is the sale — not artificial intelligence, but a better workday. Another misconception we need to overcome is the fear that AI exists to replace people. I do not believe that is the conversation our industry should be having. AI should remove repetitive work, not meaningful work. Think about your best employee. Would you rather have him (or her) sorting documents, entering data, checking
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One company embracing this phistatuses and routing paperwork all day, losophy is ETHERFAX, with its new AIor would you rather have him building ... I often encourage powered workflow platform, Flow. What relationships, solving customer probcustomers to think of AI I appreciate about Flow’s approach is lems and helping your business grow? as a digital teammate ... that it does not begin with the technolA great example comes from IKEA. AfWhen customers begin ogy — it begins with the workflow. Flow ter deploying an AI chatbot that successseeing AI this way, the is designed to understand incoming docfully handled routine customer inquiries, uments, recognize their context, extract the company retrained approximately conversation shifts from meaningful information, classify them 8,500 customer service employees to fear to opportunity. and move them through the appropribecome AI-assisted interior design adviate business process. In health care, that sors. AI did not replace those employees. It removed repetitive work so they could spend more time could mean accelerating referral intake, routing documentacreating value for customers. That is the opportunity AI cre- tion to the correct department or reducing the administrative burden that delays patient care. The technology is imates when it is implemented thoughtfully. This is why I often encourage customers to think of AI pressive, but the real story is what happens after repetitive as a digital teammate rather than a replacement. A digi- document work disappears. Employees spend less time protal teammate never gets tired of repetitive administrative cessing paperwork and more time serving patients, solving work. It quietly handles routine tasks so people can focus problems and delivering better experiences. As AI continues to enter the office technology channel, I on work that requires creativity, empathy, experience and decision making. When customers begin seeing AI this believe those who succeed will not necessarily be the ones presenting long lists of features or giving the most techniway, the conversation shifts from fear to opportunity. cal demonstrations. They will be the ones who ask better questions, understand their customers’ businesses, uncover workflow challenges and help organizations imagine what becomes possible when technology removes the tedious work people were never meant to spend their days doing. The future of our industry will not be determined by who has the best AI. It will be determined by who is best at helping customers transform the way work gets done. n Kristal Cook is a solutions sales executive and the founder of RockRoot, where she helps office technology dealerships grow profitable software revenue with confidence. Cook also serves as director of Flow sales at ETHERFAX. Through RockRoot, she serves as a virtual solutions director, providing leadership alignment and onboarding, solutions portfolio evaluation, vendor coordination, sales enablement and presales support. Cook’s work includes assistance with demos, trials and POCs, installation supervision, customer training, and the creation of customized sell sheets and sales resources. With a dealer-first approach, she aligns software strategy to each dealership’s KPIs, goals and priorities. RockRoot offers a “Virtual Solutions Director” package for dealers who would like to bring a software veteran on board to help them drive software growth. If you would like training and alignment for your current leadership, RockRoot offers a software sales growth course with a workbook to create a tangible, actionable plan to implement, and includes coaching sessions. She can be reached at kcook@rockroot.biz. Visit https://rockroot.biz. 38 | w ww.of ficetechnologymag.com | August 2026
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Legal - ENX ads Aug 26.indd 1
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AI INSIGHT
Secure AI
The easiest sale your reps will ever make by: Brian Suerth, Technology Assurance Group (TAG)
F
or years, many office technology dealers have been expanding beyond copier/MFPs, printers and document management into broader technology services. Managed IT, cybersecurity, phones, cloud services, A/V, surveillance and workflow automation are all becoming natural extensions of the customer relationship. The challenge for office technology dealers is how to start those conversations without making everything feel complicated, intimidating or overly technical. That has been an obstacle, but it is exactly why secure artificial intelligence (AI) may be one of the easiest entry points office technology providers have right now.
Your Customers Are Already Using AI Most businesses are already using AI tools like ChatGPT, Claude, Grok and other platforms. Employees are using AI to write emails, summarize documents, analyze spreadsheets, draft proposals, create reports, troubleshoot problems and speed up daily work. From a productivity standpoint, that is a great thing, but from a cybersecurity standpoint, it creates a major blind spot. When employees paste customer information, contracts, pricing, financial data, HR documents, internal processes or proprietary information into public AI tools like ChatGPT (even some paid consumer versions), that information may leave the company’s controlled IT environment. That is the part many business owners have not fully considered. The button on many public AI tools might as well say: “Make Public Knowledge.” That is a simple, memorable way to help customers understand the risk.
Secure AI Gives You a Reason to Call Every Customer This is where the opportunity for new revenue becomes clear for office technology providers. Secure AI is a standalone sale that gives you a timely, relevant, low-effort reason to reach out to your existing customer base. You can start with one simple question that opens the door: “Are your employees using ChatGPT or other AI tools?” From there, the conversation becomes very natural: n “Do you know what information they are putting into those tools?” n “Do you have a policy for how AI should be used?” n “Would it help to give your employees access to AI in a more secure, controlled environment?”
n “Would you like to consolidate multiple AI subscriptions into one governed platform at a lower cost?” These questions are simple, direct and meaningful — and that is exactly why they work.
You Do Not Need Managed IT to Sell Secure AI One of the biggest advantages of secure AI is that it is easy for customers to understand. Their employees are already using AI. Public AI tools may expose sensitive data. A secure AI platform gives their teams AI access in a safer, more controlled way. That is a very different starting point than trying to explain an entire managed IT stack and communicate its value. For office technology dealers whose companies are still early in their managed IT journeys, this creates an accessible way to establish credibility. You are not asking the customer to immediately hand over his (or her) entire network. You are educating him on a real, current business risk that every company must deal with, giving him a practical solution that builds trust and plants a seed for him to come back and ask your opinion on the next technology service he considers purchasing. That is how you anticipate your client’s needs. You secure that position.
For Managed IT Providers, This Opens the Door to the Network For dealers already selling managed IT services, secure AI
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becomes even more valuable. Once a cusOffice Technology Is Connected to tomer understands that AI usage creates Cybersecurity By addressing the AI data security concerns, it naturally leads This is especially important for office conversation that is to broader questions: technology providers because the line bealready happening in n Who manages your network? tween office equipment and cybersecurity your customer’s head, n How are employees accessing sensihas already blurred. Copier/MFPs are not tive information? you position yourself as just machines in the corner anymore. They n What cybersecurity policies are cursit on the network, scan documents, conmore than a copier/MFP rently in place? nect to business systems and touch sensiprovider ... n Are your devices, users and systems tive data. That means cybersecurity beproperly protected? longs in the office technology conversation. n Do you have visibility into where your If you are already talking to customers about printers, copicompany data is going? er/MFPs, scanning, document workflows, communications This is why secure AI can become a front-door conversa- and productivity, secure AI is a natural next step. It allows you tion for managed IT. It gives you a specific, timely and easy- to expand the conversation without making a giant leap. to-understand topic that can lead to a much larger conversation about the customer’s overall technology environment. The Real Value is the Conversation You are not forcing the managed IT conversation — you are The biggest value of secure AI is it gives you a great consulearning it. tative excuse to talk to your customers. For dealers with thousands of existing customers, that is a major opportunity. Most Secure AI Should Be Part of Every Quarterly Copier/ customers do not want to be overwhelmed with technical jarMFP Business Review gon. They want someone they trust to say: “Here is something Every quarterly business review should include a conversa- important that is changing. Here is where the risk is. Here is a tion about AI because it is already affecting how employees simple way to address it.” work, how company data is handled and how businesses think That is the role office technology providers step into so they about productivity. are positioned to benefit from all other subsequent technolBy addressing the AI conversation that is already happen- ogy decisions. ing in your customer’s head, you position yourself as more than a copier/MFP provider or equipment vendor. You be- The Time to Act is Now If you do not sell secure AI to your customers, someone else come the person helping him think through the next layer of will and you may lose out on more than AI sales — you could his company’s office technology. lose customers forever. Secure AI adds another substantial revenue stream to your organization and gives you the opporThis Also Opens the Door to Cybersecurity Secure AI is not just an AI conversation. It is a cybersecu- tunity to sell more of your solutions. This is a profitable opporrity conversation. Once a customer understands that sensi- tunity worth acting on today, not tomorrow. n Brian Suerth is president of Technology Assurance Group tive data may be exposed through public AI tools, it becomes (TAG), an organization of managed technology services easier to discuss other areas of risk. That can lead to conversaproviders (MTSPs). Collectively, TAG’s members do $1 billion tions about: per year in IT, cybersecurity, telecommunications, n Data security video surveillance/access control, and copier/MFPs n Endpoint protection and managed print. They are located in 150 cities across n Email security the United States and Canada, and are presently n Microsoft 365 security serving more than 780,000 SMBs. He is responsible n Backup and disaster recovery for directing TAG’s executive team in its pursuit n Multifactor authentication of ever-improving advice, support and counseling n Network monitoring in the technology arena, and the n User permissions expansion of TAG’s membership and n Cybersecurity policies strategic partnerships. In addition, Suerth n Managed IT support is a partner at TAG’s MTSP, i-NETT. In other words, secure AI can be the easiest first domino. It He can be reached at gives you a simple business issue that customers care about brian@tagnational.com. right now and opens the door to the larger security conversaVisit ww.tagnational.com. tion they may have been avoiding. www.of ficetecthnologymag.com | August 2026 | 41
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DEALERS HELPING DEALERS
Excess Toner Consumption
How dealers handle this with contract customers Compiled by: Elizabeth Marvel, Office Technology Magazine
F
ollowing is a question submitted by a dealer member 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/DealersHelping Dealers. You will need your username and password to access this member resource.
How do you handle excess toner consumption by contract customers? “We handle excess toner consumption through a combination of contract structure, monitoring and customer education. Our approach: n Set clear contract parameters up front — Define expected coverage levels and usage assumptions (typically 5% coverage) to avoid surprises n Monitor usage closely — Use remote monitoring tools to flag accounts with unusually high toner consumption n Address root causes — Work with the customer to identify issues like heavy graphics printing, incorrect settings or misuse n Adjust pricing when necessary — Implement overage charges or renegotiating contracts for accounts consistently outside normal usage n Recommend right-sizing equipment — Ensure devices match the customer’s print volume and application n Promote print management policies — Encourage defaults like duplex, black and white, and draft mode where appropriate “The key is being proactive, not reactive, catching the issue early and working with the customer before it becomes a margin problem.” Keith Anselmo, territory manager Appalachia Business Communications, Johnson City, Tennessee “That is what we are doing with Predictive InSight — finding out who is doing it. Then we just have to adjust on the next contract. It is a big issue right now with some of our production accounts.” Tim Stanley, owner TDSiT, Lowell, Arkansas
“Our service manager explains how their printing exceeds normal consumption and gives them the option of raising their cost per print or paying for extra toner. So far when this has happened it is kind of split down the middle — some choose the higher rate and some pay for the extra toner (this is typically someone who had an extra temporary project running a heavier coverage).” Marti Gibson, sales administration manager Central Business Systems, Louisville, Kentucky “We charge for excess toner based on copies/prints made and toner yield. We bill for additional toner based on [what is] shipped for the volume produced.” Stephen Valenta, president/owner OFFIX, Gainesville, Virginia “We are working hard on this one, scrutinizing DCA autotoners. We put incentives in place for sales, service and delivery personnel to pick up excess toner. It is $3 each and the customer gets $5 each.” Nick Lioce, president The Lioce Group, Huntsville, Alabama “We now have the techs ask to see the area where the toner is stored (on the pretext that there is defective toner). If there are extra toners, we take them back.” Sal Altavilla, president Advanced Office Technology, Brewster, New York “We use EKM to track toner consumption and if the client misplaces its toner, it must pay to replace it.” Dan Detrick, vice president CopyLady Inc., Fort Myers, Florida “We try to anticipate [toner use] based on application and industry (e.g., marketing, advertising, print for pay) and bump up click costs.” Clint Feybusch, president Office Concepts, Pipersville, Pennsylvania n Elizabeth Marvel is associate editor of Office Technology magazine. She can be reached at (816) 303-4060 or elizabeth@bta.org.
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LEGAL PERSPECTIVE
Privacy Claims
Act now & create a compliance program by: Greg Goldberg, BTA General Counsel
L
ast October, this column addressed a growing wave of privacy claims in California aimed at businesses whose websites use common analytics, advertising and customer-engagement tools. The issue is worth revisiting now because just last month I heard from five different Business Technology Association (BTA) members across the country who all received similar demand letters from the same California plaintiff. What started as a local problem in California appears to be spreading. The letters generally accuse businesses of operating websites that violate California’s pen register and trap-and-trace laws. They generally include screenshots of the recipients’ websites and identify third-party technologies allegedly embedded in the sites. The claims can sound technical and unfamiliar, but the underlying concern is straightforward: whether a website is collecting or transmitting information about a visitor without adequate notice or consent. For BTA members, this is not an abstract problem. Websites are often the front doors to their businesses. They include contact forms, service request portals, live chat functions, equipment quote tools, e-commerce stores, downloadable brochures, remote support links, etc. Each feature may involve code supplied by a third party, and each piece of code may collect information beyond what the business itself sees on the screen. The allegations commonly focus on session replay software, website analytics tools, advertising pixels, chat widgets and other tracking technologies. Session replay tools can record or reconstruct a visitor’s interaction with a webpage, including mouse movements, clicks, scrolling behavior, time spent on a page and, in some instances, information entered into forms. Analytics tools may capture page views, device information, browser details, referral sources, IP addresses and user behavior. Advertising pixels may transmit data to third-party platforms when a visitor views a page, submits a form or takes another action. These tools are widely used for legitimate business purposes. Businesses may use them to determine how visitors navigate their websites, where they encounter problems and whether visitors can find what they are looking for. Potential legal issues arise when a third party receives information that a visitor reasonably believes is being provided only to the website operator. California’s pen register and trap-and-trace statute was enacted long before the modern commercial internet, but plaintiffs have argued that certain website-tracking tools function
like digital versions of devices that capture dialing, routing, addressing or signaling information. Not all courts agree that the statutes apply to website functions, but businesses should take this opportunity to review how their sites work. The first step is to identify what is actually running on the company’s website. Many businesses know they use Google Analytics or a chat tool, but do not know every script, tag, cookie, pixel or software development kit that loads when a visitor opens a page. A technical audit should identify each tool, its vendor, the information it receives, the pages on which it operates and whether it is active before a visitor gives consent. The second step is to determine whether sensitive or formentry information is being collected or transmitted. A session replay tool should not capture data entered into contact forms, service tickets, financing inquiries, employee applications, customer login pages or other fields that could contain personal, financial, business or credential information. Third, businesses should revisit their privacy notices and cookie-consent practices. A privacy policy should accurately describe the categories of information collected, the purposes for collection, the types of third parties receiving information and the consumer rights that may apply. A cookie banner should do more than announce that cookies exist. Where applicable, it should give visitors an opportunity to opt in before analytics, advertising, session replay and similar tracking technologies activate. For California businesses, the California Consumer Privacy Act and related regulations should be part of the analysis. Businesses outside California should not assume they are beyond reach. A company with no California office, employees or customers may have stronger jurisdictional arguments in a particular dispute. But an out-of-state business whose website actively markets to California visitors, collects information from them or does business in the state may still face California-based claims. More importantly, privacy expectations and state privacy laws are expanding nationally. A sound compliance program is often less expensive than a state-by-state patchwork created after a demand letter arrives. Act now and do not ignore those demand letters. 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. www.of ficetecthnologymag.com | August 2026 | 43
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BTA HIGHLIGHTS BTA would like to welcome the following new members to the association:
Dealer Members Copier & Supply Co./Rock Springs Inc., Rock Springs, WY Reliable Office Solutions, Staten Island, NY tte IMAGING/The Toner Exchange, Wilmington, NC Consultant/Trainer Members revenueify, Vinton, IA vCIO University, Overland Park, KS Vendor Members Aster Graphics, West Chester, PA ETHERFAX, Holmdel, NJ For full contact information of these new members, visit www.bta.org.
BTA Education BTA members can participate in a range of discounted or free educational offerings. In-person workshops include BTA’s ProFinance workshop, which gives more than 30 benchmarks for success. Online offerings include the new e-automate-focused Coaches’ Corner workshop, as well as service management training, sales training and more. Discounts on CompTIA exam vouchers are also available. BTA also offers its free Building My Business and Diversifying My Business webinars, which are designed to help dealers improve their companies and bottom lines, and assist them in adding new products and services. For more information, visit www.bta.org/Education. For information on BTA member benefits, visit www.bta.org/MemberBenefits.
Each month, BTA features two of its vendor or consultant/trainer members in this space. BTA recommends due diligence when choosing a partner. ”The best vCIO
wins!” It is more than a tagline; it is at the core of vCIO University. Having helped develop vCIOs since 2010, Chris Ryne and Jim Tarala of vCIO University know that the vCIO plays a crucial role in the success or failure of any managed IT program. vCIO University delivers a comprehensive curriculum that combines lecture, peer interaction and group exercises with years of industry knowledge and best practices. https://vcio-u.com Equipment Brokers Unlimited (EBU) is a leading wholesaler of used, refurbished and like-new copiers. Since 1982, EBU has offered the highest quality and most affordable used copiers in the United States. Considered the most reliable and trusted wholesaler in the country today, EBU has the most extensive inventory in the U.S. It offers all major brands and a wide range of used and refurbished copiers, including most current models. It can provide immediate delivery on most machines, handling all shipping domestically and internationally. www.equipmentbrokersunlimited.com A full list of BTA vendor members can be found online at www.bta.org.
For more information, visit www.bta.org. 44 | w ww.of ficetechnologymag.com | August 2026
Highlights Aug 26.indd 1
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SELLING SOLUTIONS
Onboarding Sales Reps
A quality program is not an option, but a requirement by: Troy Harrison, Troy Harrison & Associates
W
hat does “onboarding” mean? If you said that “onboarding a salesperson” consists of doing the HR paperwork, giving a facility tour, having the new hire shadow existing salespeople for a few days and then expecting him (or her) to “hit the ground running,” you are not alone. Entirely too many sales managers feel that way — and then they wonder why they do not get the results they want. Onboarding is defined as “the time period, processes and activities that prepare your new hire to make a quality sales call on your behalf.” Doing it properly requires 90 days — not nine. The first 30 days of onboarding should be focused exclusively on knowledge. During those first 30 days, your salesperson should be a sponge. You should be focused on teaching your new salesperson everything he needs to know in order to make a quality sales call and answer at least the most common customer questions. That means teaching: n Your products and services and the problems they solve n Your target customers and prospects n The specifics of his territory n Your internal processes for order processing, shipping, billing and profit generation n Your sales culture and sales training system And yes, it takes a month to do that correctly. Anything you shortcut here will come back to bite you and cost you money. During this time, you should have no metrics for sales or sales calls; in fact, you should not even have the new rep making a sales call, with the exception of shadowing a current sales rep. The second 30 days is focused on activity. Now that your salesperson knows enough to make sales calls, it is time to get him out into the field (or on the phone or making video calls). The purpose here is to have him ramp up to your normal required weekly run rate for activities — the numbers of discovery appointments, solution appointments, proposals, LinkedIn activities, etc. You do have those numbers, right? If not, you should. During this time, you should not put a sales quota on your salesperson. Instead, the first week should be aimed at achieving 25% of the normal weekly run rate; the second week should be 50%; the third week should be 75%; and by the fourth week and ongoing, the salesperson should be hitting his normal weekly activity run rate.
The third 30 days should be focused on achievement. This is where the result can vary widely. If your sales cycle is 30 days, it is completely fair to expect your salesperson to sell some business during this time period (the expectation is that some of the proposals from month two will close). On the other hand, if your sales cycle is long, you may want to measure achievement by viable proposals, funnel size, etc. What is important is that you have a standard and are willing to live with it. You should have checkpoints for each one of those first 30day periods. After the first month, some sort of “graduation exercise,” such as a quiz with a pass/fail number, a presentation or a facility tour that demonstrates learning is appropriate. The second month can be rated based on achievement of the activity numbers. The third month can be measured against whatever metric you have put in place based on your own sales environment. Here is why these 30-day periods matter. Most onboarding can be summed up as, “Here’s your book, here’s your desk, here’s your phone. Good luck. You’re on your own.” Many managers like to say that “good salespeople — the ones worth keeping — figure it out on their own.” That is an ineffective and costly approach, and it is a great way to lose a hire that you should have won. New sales hires typically fall into three categories: (1) Salespeople who are so naturally gifted that they will, in fact, “figure it out” and succeed no matter what you give them — or do not give them. (2) Salespeople for whom quality onboarding, training and coaching can have a great impact on their success or failure. (3) Salespeople who just are not going to “get it” regardless of how much training you give them. The bad news for the “figure it out” managers is that most sales hires — about half, but maybe in some candidate pools as many as two-thirds — fall into category two. When you do not do quality onboarding and training, you are going to lose on a lot of these hires and then you have to go back to the well, do another search and hire again — and your next hire has the same probability of success as your first. But what about the other two categories? A good onboarding program helps with these hires, too. For the first category, the www.of ficetecthnologymag.com | August 2026 | 45
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Sales hiring is getting more difficult and “naturals,” quality onboarding and training candidate pools are getting smaller. Once gives them a much better basis to launch Sales hiring is getting you have made your hiring selection, it is into their success. Those in the first catemore difficult ... Once incumbent upon you to make the most out gory who would have been at quota in, say, you have made your of that hire. Shifting away from “I want six months, will be at quota in three or four hiring selection, it is someone to figure it out themselves and hit months. That is a win in anyone’s book and the ground running” toward the mindset it will help them hit their performance ceilincumbent upon you of “I’ve won a good candidate and now I’m ings more quickly. This means a strong ROI, to make the most going to take the time to lock that win in because usually those in the first category out of that hire. through quality onboarding” is an essenwill make better use of their training. tial part of effective sales management. For those in the third category, the You do not have to depend on good luck for monthly checkpoints let you know that they are on a path to failure. In this case, the philosophy is, “If you’re your results. n Troy Harrison is the author of “Sell Like You going to fail, fail quickly.” This still saves money, time and effort Mean It” and “The Pocket Sales Manager.” He over plodding along for a year or more. helps companies navigate the elements of sales Of course, a failed checkpoint does not necessarily have on their journeys to success. To schedule a to lead to termination; use your best judgment. Sometimes, free 45-minute Sales Strategy Review, call a little coaching or even remedial training can overcome obstacles. If you determine that you have someone in the second (913) 645-3603 or email troy@troyharrison.com. Visit www.troyharrison.com. category, coaching is a great investment.
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