December 2022 Office Technology

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CONTENTS Volume 29 • No. 6

FEATURE ARTICLES 10

2023 Industry Forecast Manufacturers look to the year ahead

P R I N C I PA L I S S U E S IT Nation Connect 2022 ConnectWise hosts event Nov. 9-11 in Orlando

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Compiled by Brent Hoskins Office Technology Magazine

by Elizabeth Marvel Office Technology Magazine

The decline of printed pages has accelerated, the remote worker trend has become mainstream and, it appears, end users are increasingly embracing A4 MFPs. With such realities in mind, what will be the greatest opportunities in the year ahead?

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Generating Leads Using social media to leverage relationships

by Ryan Mulvany Technology Assurance Group (TAG)

On Nov. 9-11 in Orlando, Florida, ConnectWise hosted IT Nation Connect 2022, an in-person and virtual event gathering 4,700 technology service provider (TSP) owners and employees, and others. The event featured four keynote addresses, more than 120 educational sessions and 140 exhibitors, and networking events.

Bigger Bolder Brother OEM announces enterprise product lineup

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by Brent Hoskins Office Technology Magazine

Social media has changed the way humanity connects, relates, shares and communicates. This has strong implications for the business world because businesses are built on communication. Strong communicators have always won in business.

Following on the heels of its Nov. 7-9 “Bigger Bolder Brother” dealer meeting in San Diego, California, on Nov. 16, representatives of Brother International met with industry analysts and editors in New York City, New York, to preview the company’s new line of color business, A4, all-in-one laser printers.

DEALERS HELPING DEALERS 30

Marketing Ideas How to generate leads & using ZoomInfo

Winning MPS Deals How cloud software can elevate your business

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Compiled by Brent Hoskins Office Technology Magazine

by Aleya Ericson In Time Tec

This article includes two questions submitted by dealer members as part of BTA’s Dealers Helping Dealers resource, and several of the answers received. These answers and many others can be found in the members-only section of the BTA website at www.bta.org/DealersHelpingDealers.

The old adage is “work smarter, not harder.” But the big question is: “How?” No one sets out to create unnecessary work.

Plus, there is always the consideration of what will actually make your life easier. Thankfully, there are many technological solutions ready to swoop in and make your business run more efficiently.

COURTS & CAPITOLS 32

Know Your Rights Be sure to post/distribute the new EEOC poster

by Robert C. Goldberg BTA General Counsel

Many dealers have had to address complaints alleging violations of the laws enforced by the EEOC. In its investigation, the EEOC often visits the dealership. One of the first things it will request during its visit is to view where federal disclosures are displayed for employees to review.

D E PA R T M E N T S Business Technology Association

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• BTA Highlights

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Executive Director’s Page

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BTA President’s Message

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Advertiser Index

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EXECUTIVE DIRECTOR’S PAGE

Congratulations 2022 Frank Award Winners

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n Nov. 10, I had the privilege of attending The Cannata Report’s 37th Annual Awards and Charities Gala, themed “Shake It Up,” held at The Madison Hotel in Morristown, New Jersey. It is always a very enjoyable event, attended by both dealers and vendors. Congratulations to Frank, Carol and CJ Cannata — and the rest of the team at The Cannata Report — for their collective efforts in hosting such a wonderful event.

Congratulations, too, to the 2022 Frank Award winners. Following are the winners listed in the order they were announced at the event: n Best Production Print Manufacturer: Ricoh USA n Best A4 Manufacturer: KYOCERA Document Solutions America n Best in Class: Sharp Imaging and Information Company of America n Best Diversification Partner (new this year): ConnectWise n Best Marketing Strategy: Sharp Imaging and Information Company of America n Best ECM/Document Management Software Provider: DocuWare n Best Print Management Software Provider: ACDI and PaperCut n Best IT and Security Services Provider: ConnectWise n Best Technical Service Provider: Ricoh USA n Best Leasing Company: GreatAmerica Financial Services n Best Female Executive: Laura Blackmer, president of dealer sales, Konica Minolta Business Solutions U.S.A. n Best Male Executive: Mike Marusic, president and CEO, Sharp Imaging and Information Company of America

n Best Manufacturer: Sharp Imaging and Information Company of America In addition to the Frank Awards, two special awards were bestowed. Larry Weiss, CEO of Atlantic Tomorrow’s Office, was presented with the Frank G. Cannata Philanthropy Award for his support of a wide array of charitable organizations, including The Mariano Rivera Foundation, the National Kidney Foundation and the Jillian Fund, among others. Weiss, a board member of The Mariano Rivera Foundation, was congratulated at the gala by Baseball Hall of Famer Mariano Rivera via a video tribute.

Mike Jones, president of vendor equipment finance, CIT Business Capital, a division of First Citizens Bank, was also honored, receiving The Cannata Report‘s Veteran’s Award in recognition of his military service and dedication to helping fellow veterans transition from military life to the workforce. Jones is devoted to many veterans’ initiatives, including Wounded Warrior Project and Operation New Uniform, where he serves as a board member.

Through the years, the gala has served as a fundraiser. This year’s event raised $180,000 to create the Marie Cusumano Endowed Scholarship at Hackensack Meridian School of Medicine, located in Nutley, New Jersey. The scholarship serves as a memorial to Frank’s late sister. Beginning in the spring of 2024, the Marie Cusumano Endowed Scholarship will provide funds to a student selected by the Hackensack Meridian School of Medicine’s academic board. To date, The Cannata Report’s Annual Awards & Charities Gala has raised $1.5 million for endeavors funded by Hackensack Meridian Health Foundation and has collectively raised more than $3 million for many charitable organizations nationwide. 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 Aleya Ericson, In Time Tec www.cartosmps.com/bta Bob Goldberg, General Counsel Business Technology Association Ryan Mulvany, Technology Assurance Group 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: (312) 648-2300 Valerie Briseno Marketing Director valerie@bta.org Brian Smith Membership Sales Representative brian@bta.org Photo Credits: Adobe Stock. Cover created by Bruce Quade, Brand X Studio. ©2022 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 58 years ago this month — the NOMDA Spokesman, December 1964.

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BTA PRESIDENT’S MESSAGE

Manufacturers Share 2023’s Opportunities

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am told that the Industry Forecast feature, appearing as the cover story in this issue of Office Technology, has been an annual tradition in the magazine for more than 35 years. What an amazing resource to the BTA Channel. Like you and so many other dealers, I always value the opportunity to learn about the visions that our manufacturers have for the future. With the new year comes a new set of opportunities. Knowing what manufacturers see as the greatest opportunities for the dealer community can help guide us in the year ahead.

Starting on page 10 is the first of 12 submissions from our imaging equipment manufacturers — from Brother to Xerox. Allow me to express my thanks and appreciation to all of the participants for their willingness to be part of this special feature. I would especially like to thank those participants that are also members of BTA, several of them for decades: Brother, Epson America, Konica Minolta, Kyocera, Lexmark, Ricoh, RISO, Sharp, Toshiba and Xerox.

In the introduction to the feature, you will see a synopsis of the questions the manufacturers were asked to address in preparing their forecasts. In the initial invitation to participate, one of the full questions asked was: “What do you believe will be the primary market and product opportunities for dealers in the new year in terms of helping to optimize the business conducted by their dealerships and better ensure a prosperous future?”

As this is being written, I have not read any of the forecasts submitted, although I am anxious to do so. With that in mind, the editorial staff at BTA has provided a few excerpts from the submissions to share with

you, having to do, specifically, with an emphasis on the word “opportunity.” Perhaps these excerpts will inspire you to take the time to read through the entire 2023 Industry Forecast feature. n Canon: “The current climate has seen some competitors weakened, which can provide an opportunity to pick up additional customers.” n Epson: “ ... We still see the demand for A4 continuing to grow. Dealers can take advantage of this opportunity through strategic planning and open communication with both customers and OEMs ... ” n Konica Minolta: “2023 is projected to be a growth year, with some analysts predicting up to 10% growth in unit volume, creating a tremendous opportunity to place devices.” n RISO: “It is 2023 and print buyers still view color printing as a luxury. If that does not scream ‘opportunity,’ then nothing does.” n Xerox: “ ... There are three significant areas of opportunity for dealers. First is expanding their presence in the production market’s color and mono segments; second is capitalizing on the power of apps and other digital solutions to solve common — but critical — workflow issues; third is advancing their business agility in the market by aggressively accelerating their digital transformation strategies.”

Yes, the forecast feature is lengthy, but I know it will be worth your time to read through it at your convenience. Take the time to learn what your vendor partners and competitive vendors have to say about the year ahead. My expectation is that it will help you better see what the greatest strategies for your dealership’s continued success may be in 2023. I extend my best wishes to all of you as you embrace the opportunities that are best for your dealerships in the coming year. n — David Polimeni

2022-2023 Board of Directors President David Polimeni RITE Technology Sarasota, Florida dpolimeni@ritefl.com President-Elect Don Risser DCS Technologies Corp.

Franklin, Ohio don.risser@dcs-tech.com Vice President Adam Gregory Advanced Business Solutions LLC St. Augustine, Florida adam@goabsinc.com Immediate Past President Tim Renegar Kelly Office Solutions Winston-Salem, North Carolina trenegar@kellyofficesolutions.com BTA East Mike Ardry Automated Business Solutions Warwick, Rhode Island mardry@absne.com Mike Boyle BASE Technologies Inc. Bethel, Connecticut mboyle@baseinc.com BTA Mid-America Brantly Fowler Zeno Office Solutions Inc. Midland, Texas bfowler@zenotx.com Greg Quirk JQ Office Equipment Omaha, Nebraska gquirk@jqoffice.com BTA Southeast Debra Dennis CopyPro Inc. Greenville, North Carolina ddennis@copypro.net Jim Buck Carolina Business Equipment Inc. Columbia, South Carolina jimb@cbesc.com BTA West Dan Bombard Yuma Office Equipment, a Fruth Group Company Yuma, Arizona daniel@yumaofficeequipment.com Mike McGuirk ProCopy Office Solutions Inc. Mesa, Arizona mmcguirk@procopyoffice.com Ex-Officio/General Counsel Robert C. Goldberg Schoenberg Finkel Beederman Bell & Glazer LLC Chicago, Illinois robert.goldberg@sfbbg.com

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2023 Industry Forecast Manufacturers look to the year ahead Compiled by: Brent Hoskins, Office Technology Magazine

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he perils and challenges office technology dealers faced during the intense throes of the COVID-19 pandemic are mainly in the past. However, that’s not to say that there were no lasting effects. The decline of printed pages was accelerated, the remote worker trend became mainstream and, it appears, end users are increasingly embracing A4 MFPs. With such realities in mind, what will be the greatest opportunities in the year ahead? To find the answers, Office Technology magazine asked 12 MFP and printer manufacturers to share their expectations for 2023. Perhaps the insight shared in this year’s industry forecast will help you better position your dealership for continued success.

Each of the contributors was asked to address four questions in essay form. The questions focused on: the primary market and product opportunities, and best strategies for success in the new year; the most significant challenges dealers will face in 2023 and how can they best address them; anticipated changes in demand/needs/expectations for office technology among end users in 2023; and the characteristics of the office technology dealership that is best positioned for success in 2023. Following are their responses.

Brother International Corp.

Fernando Maroniene, Senior Director of Product Marketing As employees return to the office, they will return to a hybrid work concept, which means that office technology companies and dealers must consider the unique needs of a workforce caught between fully remote and entirely in-person. With the acceleration of digital

transformation, decentralized and distributed print solutions will continue to play critical roles in office technology, such as a surge in demand for A4 sheets and the concept of everything as a service. We predict that in 2023, companies will continue outsourcing printing services for their flexibility while creating demand for print and scan devices that are affordable, easy to use and secure.

One big printing trend for 2023 is the shift from A3 to A4 sheets, particularly on color machines. Despite an ongoing demand for A3 printing, we see an increased demand for smaller (A4), yet enterprise-level, products. With a decentralized workforce and everything online, companies only see the need to overspend on large machines or large paper sizes for special needs. Future printing consists of a mixed fleet of A3 and A4 products, with some acceleration on A4 due to distributed offices. Although a diverse fleet of brands will continue, we also see some concentration on fewer brands to make fleet management an easier task. Dealers will also work with brands to create streamlined experiences for companies looking to outsource their printing needs.

From a business perspective, as companies learn that they do not need to focus on acquiring and managing technology, but instead on their core business and more strategic projects, they will continue and expand their use of outsourcing for their technology needs. This outsourcing will evolve into a business model that makes more sense for them. For example, in the printing arena, we see customers who value flexibility due to a variable print volume need (and all controls IT needs to operate in this model). On the other hand, we also see customers who have a more constant print volume who value the simplicity of their outsourced business models, which usually translates into flat rates and hassle-free, easy-to-manage business models.

At Brother, we mainly focus on providing the technology

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and the resources for dealerships to imby Canon that can enhance day-to-day Focusing on technology plement their models that make sense. operations in hybrid setups thanks to Our goal is to enable them to support flexible workflow options that include — both hardware and the contractual business with tools that security features, can be important ofsoftware that can support go from infrastructure needs, such as ferings for dealers working to address the hybrid business style hardware and a supplies program dechanging customer needs.

— can help those signed exclusively for contractual busiExpanding into new markets can be striving to build a ness, to solutions that help them access, an avenue for growth. The current clidesign and implement managed print mate has seen some competitors weakprosperous future. services. A team of presales consultants ened, which can provide an opportunity that allows them to maximize the conto pick up additional customers. tractual business offer is also necessary. We take the “At For Canon, continued expansion into the production print your side” brand promise very seriously. space remains promising. Complementing this strong effort, Aside from providing technology and resources, we also which started during an earlier phase of the COVID-19 panencourage dealers to leverage the Value Subscription Plan demic, are continued inroads in the large-format sector, pro(VSP). The VSP is a program created for our dealer partners viding new growth opportunities. who see an opportunity for a simple-to-sell, flat-rate conFocusing on verticals such as health care and education tractual business model that addresses some customers’ remains important, as they are both growing segments of needs, but is only sometimes easy for them to implement. our business. Many end users are returning to the office As companies continue to migrate toward a hybrid work- either full-time or on a hybrid schedule. After a couple of force, collaboration becomes more complicated and IT ad- years of remote assistance, end users are now needing more ministrators must adjust to manage and secure many grow- in-person support, and it will be up to dealers to anticiing devices. As a result, it is more important than ever for pate that need and plan accordingly. Adding value for hydealers to standardize their offerings to ensure they will brid work styles is important, but hybrid working has not be secure and remain nimble. A dealership that is flexible, replaced all facets of previous working conditions. Dealers focused, innovative, truly comprehends their customers’ can be well served by being able to pivot to meet the various atmospheres and is willing to go the distance for their ac- needs of their customers. counts will be poised for success in 2023.

To be well positioned for success in 2023, it is important to retain flexibility. Supporting hybrid environments will be imCanon U.S.A. Inc. portant for office technology dealerships for the coming year.

Karin Harrington, Senior Sales Investments in production, large format and display graphics Director, Dealer Sales Division are examples of key areas to target for the upcoming year.

The upcoming year can present While there have been many changes from 2020 to now, new opportunities for dealer com- the importance of dealers prioritizing delivering highmunities. Production print services quality and reliable customer service remains. But dealers remains a business that relies on can also attempt to position themselves as solution providrelationship building. In-person ac- ers and can be well served by being willing to expand into tivities can help strengthen ties with new markets. A strong goal could be netting new customers dealers and can lend some assurance that together we are while driving out the competition. well prepared to address the challenges ahead, such as the Focusing on and investing in the business of print has been a continuing chip shortage and product back orders. Main- reliable way to help meet the demands and expectations for oftaining a strong logistics group and having consistent con- fice technology. Canon’s commitment to technology can help versations with dealers can help to optimize the business print service providers increase print relationship and work toward a more prosperous future. production efficiency while working Customers are looking for solution providers who can help to lower their operating costs, with the them expand within existing clientele. Focusing on technology goal of growing their businesses.

— both hardware and software that can support the hybrid business style — can help those striving to build a prosperEpson America Inc. ous future. Collaboration tools that can assist in more uniElliot Williams, Director of Product fied communication, such as the AMLOS (Activate My Line of Marketing, Business Imaging Sight) solution from Canon, as well as cloud solutions offered Over the past year, we have seen the 12 | ­w w w. o f f ic et ec hno lo g y m a g.c om | De c e m b e r 2 0 2 2

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market demand for Dealers can also build A4 devices increase.

However, sales did rapport with customers not fully reflect by fully understanding this due to supplyhow their businesses chain challenges. operate, as well as Moving into 2023, their future goals product availability will gradually imand challenges. prove, but we still see the demand for A4 continuing to grow. Dealers can take advantage of this opportunity through strategic planning and open communication with both customers and OEMs to understand business needs, product availability and develop a realistic approach to meeting customer requirements.

It is no surprise that building and establishing a rapport with customers is a key element to a successful relationship. However, the art of face-to-face, in-person communication with customers has fallen to the wayside due to circumstances beyond our control. We had to adapt and grow accustomed to living in a virtual world. A lot of time has been spent meeting with customers on Zoom calls and communicating through emails. Additionally, with turnover within sales teams, some dealers have lost veteran staff members and the relationships they held prior to the COVID-19 pandemic.

As we exit 2022, we are seeing the world change again.

Dealers will be challenged to learn or relearn the skills to get in front of customers because they may have been lost.

It will be critical to reestablish customer relationships to regain their confidence and trust by listening and understanding. Whether cold calling, scheduling in-person meetings or attending open houses, being physically present is very important, because in this space, people purchase from those they know and can depend on.

Dealers can also build rapport with customers by fully understanding how their businesses operate, as well as their future goals and challenges. They may need other hardware technologies beyond printing to help employees operate more efficiently. Dealers can develop additional revenue opportunities by expanding the portfolio of solutions offered. Partnering with a trusted OEM that offers a range of technology solutions beyond MFPs, such as projection and scanning, can increase value to the customer.

While it may be an adjustment to sell outside of the printer space, dealers can advance their skill sets and further build that customer trust by addressing these needs.

Anticipating any issues that may arise and proactively offering solutions before they happen is another way dealers can gain confidence from their customers. While it may www.offi cetechnol ogymag.com | De c e mb e r 2022 | 13

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not be the most immediate topic adleadership found that companies with For dealers who have dressed, security is a growing concern. high ESG [environmental, social and More businesses have become victims corporate governance] performance ratwell-articulated value of hacking and phishing. This is an area ings enjoyed average operating margins propositions, unexpected where dealers can be more proficient 3.7 times higher than those of lower ESG opportunities can and proactive, not only in security, but performers. Additionally, HP’s commitbe found in ... the in preemptively articulating how the ment to sustainable impact helped it opportunity ... that stems products they offer are secure in anticiwin more than $3.5 billion in new sales pation of potential threats. in fiscal year 2021, representing a more from sustainability.

Approaching 2023, dealerships will than three-times annual increase. While see success by putting in the work to there are headwinds, dealers can find build a knowledgeable and experienced sales team, whether growth by reshaping the way companies enable agile and that consists of seasoned professionals or new hires. It is a sustainable work. team that is willing to get in front of customers and fully Leveraging Data — Unlocking value in 2023 will require understand their needs. It does not wait for a customer com- dealers to sharpen the tools in their toolboxes — the most implaint, but strategically plans and offers preventative op- portant being data. In times of uncertainty, data underpins tions. Businesses are looking for reassurance as opposed to a resilient strategy and can offer cues even when things feel the latest and greatest tools. They want to feel their money unpredictable. Data can pinpoint need and enable prioritizaand time are being well spent, and that the solutions they of- tion of resources. It also creates stronger touchpoints when fer enable customers and employees to be productive. Deal- the relationship between customer and dealer is critical. And erships that can convey and exemplify these characteristics data enables accountability — by showing how more sustainwill be strongly positioned for success in the coming year. able solutions are impacting customers’ long-term goals.

We are finding that partners who opt into HP Amplify HP Inc. Data Insights — our industry-first channel intelligence platMary Beth Walker, Head of Global form — are growing two times faster than average. Accessing Channel Strategy this intelligence platform provides more business opportuniIn 2023, our greatest challenge ties than relying on proprietary data alone. In fact, in 2023, will also be our greatest opportunity: 30% of organizations that harness the collective intelligence how we unlock value in the face of an of their analytics communities will outperform competitors ever-evolving macroeconomic envi- that rely solely on centralized analytics or self-service. Leronment. Within that, the largest op- veraging data has helped identify opportunities for device portunities will be found through hy- upgrades and renewals for more than 30 million PCs and 10 brid work, sustainability and data. But the value imperative million printers across 900,000 customer offices. looks different for customers and dealers.

Driving Change — Few places have seen a bigger shift Hybrid Work & Collaboration — The office is no longer in the value conversation than the office in recent years — one place. 2023 will continue to see tech solutions nudge how we work, where we work and what we get out of work. workers closer to a reality where they are their own IT hubs. Technology will continue to play a pivotal role in redefining From printers to PCs, people want solutions that are both the value of the workforce built for the world today. Dealers integrated — helping them connect and collaborate — but will be key in driving that change in the year ahead. also independent — enabling their unique needs and making them available in the places where they work best. Current reKonica search indicates that as many as 61% of hybrid workers waste Minolta an hour or more per week due to tech issues. Moreover, half of Business employees feel their companies are not using the right tools Solutions for hybrid work. Customers will also continue to emphasize U.S.A. Inc. more sustainable operations and corporate agendas. These Laura are opportunities for dealers to fulfill needs in the market.

Blackmer, Sustainability — For dealers who have well-articulated President, value propositions, unexpected opportunities can be found Dealer Sales, in customers’ more focused mindsets or the opportunity for & Dino Pagliarello, Senior Vice President, Product Managedealers that stems from sustainability. A study on responsible ment & Planning 14 | ­w w w. o f f ic et ec hno lo g y m a g.c om | De c e m b e r 2 0 2 2

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2023 will be about getting back on advantages for a vendor that can offer track. The industry should be mostly out different solutions. Office technology 2023 is projected to of inventory backlog after taking a step dealers who have expanded into IT, sebe a growth year, with back due to supply-chain issues. Dealcurity, intelligent information managesome analysts predicting ers can now focus on normalizing their ment, software and other solutions, and up to 10% growth in businesses. This means getting current who are up to speed on technology and unit volume, creating a customers equipment they have been know their customers’ needs, can tie evwaiting for and getting lease renewals erything together and offer the best — tremendous opportunity going again. Our production print busiand most competitive — solutions. to place devices. ness did very well last year, and there are Having sales and technical teams with many product opportunities in different skill sets in verticals will also position growth segments such as label, wide format and packaging. dealers for success. These teams need to be able to have busiThese are relatively new for many dealers, but we have many ness-level discussions with customers about trends in vertitraining and marketing resources available to support them. cals, which will only become more prevalent. At Konica Minol2023 is projected to be a growth year, with some analysts ta, we have built out rich certification programs for sales reps predicting up to 10% growth in unit volume, creating a tremen- in both the health-care and education verticals so they can be dous opportunity to place devices. As we look even further into better versed to sell into them than they have been in the past.

2024 and 2025 — and a forecasted unit and page downturn by IDC — placing as many units as possible next year will be key KYOCERA to mitigate challenges we could face down the road.

Document While 2023 will be a catch-up year, filling backlogs, extendSolutions ing leases, etc., dealers should also take time to assess their America Inc. preparedness for a potential downturn. This means evaluatJosé Estébanez, ing current resources, skill sets, and exploring and developVice President, ing the right diversification strategies. They should carefully Corporate prepare their marketing strategies, explore e-commerce opMarketing tions and consider how their websites are performing. DealGroup (left) & ers who are ready for real growth beyond the MFP can begin Don Duvall, Vice President, Channel Sales to branch out into production and industrial print in addition Uncertainty and economic instability will continue to to other services (e.g., MITS). Any diversification can add to condition the market for dealers in 2023. Inflation and supyour resilience during the continual changes in the industry. ply-chain issues are making business leaders increasingly Digitizing workflow is a customer need that was acceler- cautious, and the news of cost cuts continues to grab the ated in the last two years and will continue to be a priority. headlines. Recruitment is another major challenge in our Customers are also looking to be more cost effective when it industry — there is a shortage of technicians, warehouse comes to overall print needs. Dealers need to be creative in and administrative staff members. Despite these challengtheir overall offerings to customers with an appropriate mix es, we at Kyocera see many reasons to be optimistic in 2023. of solutions for their needs, combining A3 and A4 devices, First, to successfully navigate supply-chain issues, a fluid all while keeping costs down. relationship between dealers and OEMs is essential; one based Dealers will not be successful just replacing existing ma- on transparency and regular communication. Dealers should chines. They need to be able to have conversations with cus- be looking to combat this period of disruption by controlling tomers about their true needs — whether they are security, the controllable and becoming even better at what they do. workflow or managed services — and help them uncover ways With companies seeking ways to reduce expenses, dealerships to optimize their businesses using technology. Any dealer can position themselves not only as value-added solutions proonly thinking about replacing leases is missing what custom- viders, but also as partners that help optimize every customer ers are asking for and, therefore, missing opportunities. dollar. Portfolio diversification will be fundamental to this.

Dealers have been trusted advisors to their customers, offerWith hybrid work here to stay and the stock of A4 printers ing support before, during and after the COVID-19 pandemic continuing to rise, dealers must identify which customers are through constant change and the evolution of print. This con- moving to A4 and they should be looking to OEMs with provtinued support is a very unique characteristic of the office tech- en pedigrees in this space. They need manufacturers with nology dealership that will always be good for its customer base. quality lineups coupled with the value-added features that In an ever-changing marketplace, there are many you would expect from A3 devices. Moreover, with teams now 16 | ­w w w. o f f ic et ec hno lo g y m a g.c om | De c e m b e r 2 0 2 2

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handling physical and digital documents We have seen much change over the across offices and remote workspaces, past two-plus years and dealers have conWith the wide-scale the need for solutions that drive automatinued to adapt and grow to find new reveoutsourcing of basic tion, accelerate digitalization and ensure nue streams and offerings to engage their functions like help-desk strong collaboration between colleagues customers and keep the lines of commusupport ... those who has never been greater. This increased nication open. Innovative technology and can complement their mobility has also propelled cybersecurity programs have been a bridge to help dealinto the spotlight, and customers will ers communicate and differentiate. There services with ICT solutions be looking for solutions that allow their are several areas Lexmark will continue will reap the rewards. teams to become more agile without to focus on in 2023 to support our dealer sacrificing data security. The demand for community to grow and thrive. cloud-based content and print management solutions continLexmark has always focused on vertical markets and in ues to increase, and dealers can add a new dimension to their 2023 vertical differentiation will continue to be a key play portfolios with cutting-edge ECM and DMS products. By giv- for us in helping dealers change the game when they are ing businesses greater control over their digital and physical in line-of-business conversations. Rather than just talking documents, as well as enhanced visibility over their printing with IT and procurement, dealers are talking to customers ecosystems, there is huge potential for smarter working and about how a device or process could help speed up a timecost savings. consuming manual process. These conversations result in a Customers are placing a premium on convenience — the more significant financial gain because value usually equals demand for one provider for multiple services is increasing. added margin. With our Lexmark Industry Advantage ProWith the wide-scale outsourcing of basic functions like help- gram (LIA), Lexmark is poised to help our customers optidesk support becoming the norm, those who can complement mize their successes in pursuing vertical markets. A team of their services with ICT solutions will reap the rewards. Beyond industry experts around the globe maintain strong relationconvenience, IT teams can instead dedicate their expertise to ships with customers in their areas of expertise, staying on other value-added areas. For dealers, this will require a con- top of trends and best practices. LIA is designed to share that siderable investment in terms of infrastructure. Luckily, there valuable knowledge with Lexmark partners, equipping them are OEMs that have the capacity to build out ICT platforms with the vertical-industry expertise needed to better serve for managed services to help dealers bridge technology gaps. their customers and grow their businesses. Partners can gain Nowadays, customer experience matters. Amazon Prime a competitive advantage through educational resources and and the likes have redefined and elevated customer expec- opportunities to engage with seasoned industry consultants tations. They expect next-day delivery for their toners. They and positively impact their organizations’ bottom lines. want a quick response when there is an issue. A great customAnother area where we have seen technology address comer experience is paramount — there are no second chances to munication problems and help our dealers grow is cloud sermake a first impression. The modern office technology deal- vices. With staff shortages and copier/MFP technicians retirership needs to be an agile organization that proactively of- ing at a very high rate, there is a desire to improve customer fers outstanding service throughout the entire process, from service and experience with technology. Because of this, many the point of sale to servicing and customer support. dealers are turning to cloud services to provide an easier way This brings us back to people. To address knowledge to manage and maintain customer fleets. They also allow you gaps, dealers must invest in ongoing education while cre- to integrate your office systems into one cohesive strategy that ating a lucrative strategy to attract new talent. It is about improves efficiency and productivity in the workplace. investing in the strong foundations needed for sustainable Cloud services give you access to powerful software that alsuccess. For dealers, 2023 will be about making themselves lows you to manage your devices from anywhere, at any time. indispensable business partners — This helps you monitor usage patterns on each machine to achieving this will require the best better plan for future needs or make necessary adjustments. people and the best technologies It also makes it easy for technicians to perform remote repairs working together. when necessary — saving time and money.

To be positioned for success in 2023, dealers need to difLexmark ferentiate themselves with industry-specific knowledge that International Inc. quickly and efficiently addresses the mission-critical needs Clark Bugg, Director, of today’s customers. They also need to choose an OEM that North American Channel Sales can be a trusted advisor. It is essential to consider whether a 18 | ­w w w. o f f ic et ec hno lo g y m a g.c om | De c e m b e r 2 0 2 2

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As customers span a wide spectrum of stages in their digital transformation Dealers should arm journeys, staying in tune with each custhemselves with tomer’s progress, industry, challenges diverse portfolios and goals will be more important than of devices and ever. Dealers can offer tremendous valsolutions to fit a broad ue by fully understanding their customers’ information management needs to spectrum of needs unlock the value of their data, offer relto win in 2023. evant workflow solutions, and leverage technology to improve efficiencies. And, Ricoh USA Inc. through these relationships, dealers can continue to evolve Jim Coriddi, Senior Vice President, their roles from being technology providers to trusted inforDealer Division Businesses are changing at a break- mation management partners as they help customers emneck pace, embracing new, more effec- brace digitization to lay the foundation for success.

Dealers have many exciting opportunities to tap new routes tive ways to manage information. The dealer’s challenge, in the midst of such to revenue and increased profit potential by expanding their unprecedented change, is to offer solu- offerings and diversifying into adjacent, new and growing artions that make his (or her) customers eas. There has been considerable growth in automation into more efficient and lay the groundwork for their success. That the cloud, amplified demand for XaaS, more interest in ecommerce-enabled solutions, and increased engagement with starts with truly knowing his customers. company has the necessary industry expertise, the efficiency in identifying and solving the many challenges that arise each day, and the flexibility to help manage problems that occur in these challenging times. Dealers should arm themselves with diverse portfolios of devices and solutions to fit a broad spectrum of needs to win in 2023.

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customers in finance, insurance, health they duck and weave through the many Dealers who invest care and government looking to streamgrowth options available to them, dealers line their operations through production will have to settle on a growth equation in the customer — an area that has grown significantly in in 2023 that involves two equal parts: (1) experience and recent years with major growth in print solidifying legacy services and products prioritize their business volume. All of these trends present excelthat they have built their businesses on; conversations ... will lent opportunities for dealers to pursue and (2) identifying market segments with cultivate long-term, new business and expand their own. emerging niche opportunities.

Dealers will also continue to benefit Much has been said and written trusted relationships. from being well-acquainted with the about production print as a means of renuances of horizontal and vertical marplacing lost meter clicks. And while this kets. This expertise will enable their end users to employ is certainly a path to growth, dealers need to clearly identify effective digital strategies and anticipate key trends across the emerging segment of the production market. a range of areas, including document management, workStart with production toner devices and put yourself in flows, security, cloud, in-plant, hybrid work, and talent ac- the shoes of an owner or manager of a reprographics entity quisition and retention. (commercial or in-plant). Does the purchase of new mono or In a market that continues to evolve and change rapidly color toner production print devices introduce new revenue due to the accelerated adoption of digital technology, the streams to the business? Will an investment into toner-based new hybrid and remote workforce is completely changing printers help carve out a profitable niche, or are they simply the definition of “workplace.” Dealers with in-depth un- injecting capital into a commoditized segment of the market? derstanding of hybrid workers and what helps them stay From a customer’s perspective, if the sale is an upgrade, then productive — at any time, from any place — will be ahead they are simply modernizing an existing revenue stream. This of the curve. Additionally, dealers who invest in digital ex- is not the definition of an emerging segment. periences, such as digital enablement and web updates to Alternatively, the offset press has, in large part, been capture well-informed buyers, will be well-positioned to ex- pushed to the side, which leaves one-third of the print shop pand their reach to multiple buyers. dedicated to the digital production print of monochrome One of the most significant challenges dealers will face in jobs, another third set up for digital color work, and the re2023 will be shifting conversations with customers toward maining floor space for finishing devices. Print customers a deeper understanding of workflow and solutions that help on tight budgets will, on a daily basis, engage the print shop improve operational efficiency, and how these elements with black-and-white jobs where color is being considered. can advance business. Anticipating changes in customer The question is often posed, “How much to add some color?” demand and expectations for office technology — and ac- The shop manager will do the math and offer a price for colcelerating their own go-to-market strategies in advance of or that is all too regularly deemed as unaffordable. It is 2023 the changing dynamics — will help dealers successfully dif- and print buyers still view color printing as a luxury. If that ferentiate themselves in the market. does not scream “opportunity,” then nothing does.

Dealers who invest in the customer experience and prioritize Enter cut-sheet inkjet, a solution that will allow print conbusiness conversations that address the highly personalized sumers on a limited budget a chance to move out of the monogoals and challenges specific to each customer will cultivate chrome world and into the color arena at a price that can fit long-term, trusted relationships. Honest, open and fully trans- inside most operating budgets. The print shop itself benefits as parent communication will continue to be key to maintaining well, given that color inkjet jobs are three times more profitand growing customer relationships that deliver true value. able than monochrome toner jobs. For every black-and-white job that is converted to inkjet color, a print shop will increase RISO Inc. its profits from $.02 per copy to about $.06. And you wonder Andre D’Urbano, Executive Director why so many print shops are tripping all over themselves inDo you ever get the feeling that the vesting in production cut-sheet inkjet printers. Again, this past three years have been one long screams opportunity for any dealer. two-minute drill? In fact, dealers in The conversion from monochrome toner to color inkjet our community deserve some type will turn into a runaway locomotive in 2023. Those dealers of Heisman Award of their own given who offer cut-sheet inkjet to their production accounts will the manner in which they have had help their production customers introduce a newfound abilto pivot, cut back and stay nimble. As ity to offer color printing at a price that sits in between mono 20 | ­w w w. o f f ic et ec hno lo g y m a g.c om | De c e m b e r 2 0 2 2

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Are OEM Prices a

and color toner — Those dealers who an emerging third level of pricing that offer cut-sheet inkjet to print customers have their production accounts been demanding for will help their production years. This emergcustomers introduce ... ing opportunity will an emerging third continue to develop in 2023 with print level of pricing ... shops investing in more inkjet printers that fill the “gap” between black-and-white and color toner.

That “gap” is a mystery to many customers (and dealers). But where there is mystery, there is margin.

Sharp Imaging and Information Company of America (SIICA) Mike Marusic, President & CEO I look forward to 2023 as the year we begin to return to some normalcy.

I am extremely optimistic about the industry’s prospects in the coming year, which is why we recently themed our 2022 roadshows around “opportunity.” Why am I so optimistic? Well, for one, you are reading this. That means you and your fellow dealers have weathered some of the toughest challenges this industry has seen and have come out on the other end more resilient than ever.

The ramp back will not be smooth, and we will face some sort of economic slowdown in the coming months, but I do believe we can recover, see supply chains improve and have more people back in the office in the second half of the year. As with any times of change, you also have great opportunity. Business owners are reconsidering everything they do and the creative and aggressive among the dealer community stand to gain significant business by addressing their customers’ needs. At the most simplistic level, those needs revolve around ease of doing business and maximizing the productivity of their people.

Dealers who can offer a broader menu of offerings will succeed versus those who remain complacent with their portfolios.

I often joke that I sound like a broken record when I discuss diversifying your offerings, but I prefer to believe it is this consistency in direction and messaging that has served Sharp and its dealers well. During our roadshows, I shared very specific data on the growth and revenue size of the dealerships that are buying a diverse offering from Sharp versus those that are not. The numbers are overwhelming, with double the revenue and revenue growth for those dealerships buying the wider variety of products we offer. It simply works.

Now, of course this sounds self-serving. Sharp not only makes MFPs and printers, but also laptops and displays. So,

LUXURY

You Can Still Afford?

As inflation and the high cost of doing business eat away at your organizational profits, purchases are being scrutinized like never before.

The premium prices you are paying for OEM products might not be worth it.

When you can get identical quality and performance for a lower price – it’s pretty easy to wean yourself off the higher price.

In fact, hundreds of office equipment and office supply dealers around the world have recently switched from OEM to Katun and are so pleased with the quality and cost savings – they’re not going back.

So ask yourself – are OEM prices a luxury you can still afford?

Contact your Katun representative today or visit us online: www.katun.com

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naturally, we promote selling them all. But United States (left) & Cary Butler, Vice It is time for us to offer we got here by design, through product enPresident of Regional Sales, Eastern hancements and acquisitions, as well as by United States the other ways we can understanding the needs of the customer.

Team Toshiba approaches 2023 with share information behind From the customer perspective, we are much anticipation and optimism. Sucglass — either through all in the information business, not the cessfully introducing signature hardlaptops, desktop displays printed paper business. We always have ware and solutions was a theme for us or conference room been. We make our money on the printed in 2022. And we are looking forward to page, but the service we provide is makcontinuing that momentum into the collaboration displays. ing sure customers can share informanew year. tion via that printed page. It is time for Opportunities abound for our valus to offer the other ways we can share information behind ued dealers. We and our dealers have seen pent-up prodglass — either through laptops, desktop displays or confer- uct demand to upgrade existing Toshiba systems. Our 12 ence room collaboration displays. The BTA Channel can pro- next-gen e-STUDIO multifunction printers (MFPs) unvide a higher level of support and bring all those technologies veiled in late September are especially popular. Also, betogether under a managed IT services contract to drive that cause we manufacture our MFP toner in the United States, recurring revenue and create that stickiness with the cus- our authorized dealer partners have been pleased with tomer. More importantly, we block the entry of traditional IT the continuous availability of toner to service existing VAR suppliers by not allowing them to take over the managed and new accounts as they ramped back up post-COVIDprint part of the business by becoming the one supplier that 19 pandemic. fills all of a customer’s needs in a comprehensive approach.

Working as partners, our sales leadership meets regularAs a side benefit, this type of approach helps address a ly with dealers to discuss important topics relating to their significant challenge for our industry, bringing new talent businesses. Employee retention, recruitment, productivity into our space. We all struggle to bring new entrants into and, of course, supply chain are always top of mind in these the business and offer open positions. Today’s new workers discussions. And, while supply-chain constraints continue grew up in a digital world and are more tech savvy. By of- to improve dramatically, we expect the employee aspects to fering a variety of technology products and services, deal- remain a challenge into 2023 as top talent continues to ebb erships can become more enticing places to work. They and flow. can experience multiple paths to success with the ability Employee retention is one subject we continually address. to move with the product needs of their customers. This is Dealers are losing some of their best personnel. Investing in good for the dealer and his (or her) team members. your people will separate your company from others. This As we enter 2023, we can be proud of what we achieved in includes assisting support staff members, bolstering their making it through such turbulent times. That well-earned work skills by allowing them to attend online and in-person confidence in the ability to adapt can now be put to work seminars, lectures and other educational events. in adjusting other aspects of office technology dealerships Our team is continually creating live training and educaand growing in new areas to position them for long-term tional sessions for dealers surrounding the benefits of Toshigrowth. Those customer relationships are your golden tick- ba’s hardware, solutions and service offerings. Training et. Use them to enter new opportunities for growth in sup- for technical service best practices is also highly popular porting more of their businesses. with our authorized dealer community.

2023 will be a great year for the dealer channel. Embrace The sessions highlighting Toshiba and third-party soluthe opportunities in front of you. tions emphasize how these offerings specifically improve workflow as well as organizational operations for customToshiba ers. Most importantly, the training workshops have proven America impactful for dealers. Sessions addressing the benefits of Business Toshiba’s hardware, managed print as a service (MPaaS), Solutions and solutions for individual vertical markets such as health Inc. care, education, nonprofit and governmental organizations Dan Garner, are well received.

Vice President We are also shifting to more on-site, in-person training. of Regional Opening a service training facility near Memphis, TennesSales, Western see, to supplement our California center allows us to train 22 | ­w w w. o f f ic et ec hno lo g y m a g.c om | De c e m b e r 2 0 2 2

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increasingly more authorized dealer n Our e-BRIDGE Global Print enWhen it comes to partners. Such training was challengables end users to print anywhere at any ing to say the least during the previous growing share of wallet time and place. Whether working from two years. home, the office, a coffee shop or a hoin new and existing Furthermore, dealers need to proptel lobby, Global Print comprehensively accounts, dealers will erly recognize as well as incentivize simplifies the printing process. also require innovative their sales forces, particularly when they n Toshiba’s Sky Suite for Service is solutions capable of secure net-new accounts. We additionanother such solution meeting a definially encourage dealership principals to making life easier ... tive need for authorized dealer customfurther empower their sales professioners. The platform reduces support and als by granting them more responsibility service costs while managing these eleand decision-making authority. ments in the cloud.

Toshiba now helps dealers secure more talent by collaboWe also strive to make it easier for dealers to expand rating with Sevenstep, a talent recruitment organization. their reach into accounts. Toshiba’s partnerships with 15 This allows us to assist dealers with everything from help- consortiums further facilitate the purchase of our sysing design the job description and vetting candidates to tems and services in virtually every vertical, particularly supporting the interview process. within the health-care, education, government and nonWhen it comes to growing share of wallet in new and profit markets. existing accounts, dealers will also require innovative soluBeyond offering end users ultracompetitive pricing, these tions capable of making life easier for 2023 workforces. Two alliances enable them to purchase our systems and solurecent Toshiba offerings achieve this objective: tions while bypassing the bid process, thereby saving time

Business happens everywhere.

Your customers need their information no matter where they are.

Give them flexible, secure document storage and digital workflow so teams in the office, working from home or on the road never miss a beat.

Join the 80+ successful BTA dealers that are boosting services and profitability with a trusted and proven DocuWare partnership.

Contact: mary.williams@docuware.com 845-999-6743

docuware.com/partner

DocuWare Cloud Your business has a home here

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and money. Such contracts further help seal deals with many state, county and local entities, including large school districts and universities.

Whether it is growing into new accounts, expanding new revenue opportunities through cloud and software offerings, or assisting with key business challenges like sales team rollover, Toshiba is deeply dedicated to helping dealers succeed in 2023 and beyond.

assurances and more efficient work environments. Those dealers who invest in robust digital transformation strategies can increase their wallet share with new and existing customers by helping them automate routine tasks, optimizing their print infrastructures, and managing data and information capture more effectively. Taking it a step further, integrating augmented reality (AR) technology, such as CareAR, will dramatically improve the speed and efficiency of their technical service and post-sale support delivery, leading to higher customer satisfaction and reduced delivery costs.

When it comes to the challenges dealers will face in the new year, they are not dissimilar to those of their customers. Staffing and retention will remain key limiting factors when it comes to maximizing growth and opportunity. The tight labor market makes it more difficult to find strong sales talent, with industry competition from recruiters becoming evermore present. As such, dealers will need to better determine what their employees require beyond compensation to stay on board, such as flexible hours and more training.

Another challenge will be product availability due to ongoing supply-chain constraints. While this has improved and is expected to continue in the short term, lingering effects from the ongoing shortages will persist in some capacity. Related to broader macroeconomic trends, rising costs are creating margin pressures, which means dealers must enforce the automatic cost-per-copy (CPC) price escalation clauses in their contracts to maintain profitability. Paired with tighter availability of business loans and higher interest rates, dealers must challenge every plan they consider and weed out those that are “nice to have’’ versus “mission critical” to evaluate the best short- and long-term growth strategies.

Despite the challenges dealers face today, there is also an inordinate amount of opportunity for those willing to go out and take it. To be successful, dealers must embrace new ways of thinking and look for opportunities to implement creative solutions and technologies for their customers. Dealers who can adapt to these new demands and ways of working, and continue to differentiate their market offerings — versus simply selling one commodity — will come out on top in 2023 and beyond. n Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine. He can be reached at brent@bta.org or (816) 303-4040.

... Dealers will need to better determine what their employees require beyond compensation to stay on board, such as flexible hours and more training.

Xerox Corp.

Mike Pietrunti, Senior Vice President, U.S. Multi-Brand Dealer Channel As all businesses face changing market conditions, dealers must remain increasingly flexible and laserfocused on delivering workplace solutions that meet today’s dynamic and evolving demands.

Heading into 2023, there are three significant areas of opportunity for dealers. First is expanding their presence in the production market’s color and mono segments; second is capitalizing on the power of apps and other digital solutions to solve common — but critical — workflow issues; third is advancing their business agility in the market by aggressively accelerating their digital transformation strategies.

Placing a focus on the color and mono production market is important as page volume continues to migrate from offset to digital press. Additionally, customers are looking to save money any way they can. In many cases, that means moving outsourced jobs in-house to deliver dramatic savings to users. Today’s customers are also looking to differentiate their messaging with eye-catching media.

This includes specialized inks like vivid and fluorescent toner, and the ability to print on specialized media. This is particularly attractive for dealers since customers are more willing to pay higher prices for special applications for higher margins.

Beyond the actual output, a streamlined and efficient process is increasingly critical for end users. As customers face staffing issues, higher costs and delayed schedules, workflow apps can help ease their pain by streamlining the way information moves and how jobs get done, saving time and money. For example, Xerox offers workflow apps that can translate right from the multifunction printer or make the redaction process simple with minimal degrees of manual human interaction.

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Generating Leads Using social media to leverage relationships by: Ryan Mulvany, Technology Assurance Group (TAG)

H

ave you ever scrolled through social media to see a fellow successful professional performing a choreographed TikTok dance routine that leaves you scratching your head and wondering, “Does this stuff actually work?” Social media has permanently changed the way humanity connects, relates, shares and communicates.

Obviously, this has strong implications for the business world because businesses are built on communication.

Strong communicators have always won in business and this revolutionary tool is being leveraged by the most intelligent marketers on the planet to create platforms that enable individuals to reach millions at the tap of a button.

Most business success is a function of how well a company communicates its value proposition, and in the digital age it is no different. With dozens of new social media platforms sprouting up every day — like Instagram, TikTok, Facebook (Meta), BeReal and LinkedIn — the modern managed print services (MPS) dealer must learn how to integrate these tools into his (or her) marketing strategy before he is left in the dust.

But then again, how is a meme of someone doing the Electric Slide actually going to generate real, qualified B2B leads?

Eighty percent of social media is a waste of time, but 20% is gold. Just like any business tool, the problem with social media arises when we try to simplify it. It is tempting to toss out all nuance and just poll colleagues to see if most people think social media is either “good” or “bad.” The problem with that approach is that it is never that simple.

To put it bluntly, at least 80% of the conversations on social media are not conducive to business no matter what marketing strategy you use. However, instead of dismissing it altogether, we just have to get better at finding the 20% of interactions that can generate business.

The key is in choosing where we put our focus, wisely. For example, Dr. Eric Berg is a medical doctor who produces content about ketosis, intermittent fasting, weight loss and many more things related to healthy living. He has never had his own TV show, nor did he gain fame from working with celebrity clients, and he essentially started from scratch.

However, by consistently delivering content for years, he

has built his own media channel on YouTube, which now has 8.8 million subscribers and more than 2 billion views on his videos. So, even though there are a lot of pointless interactions to sift through, it is important to ask how 8.8 million raving fans (who have opted-in to be notified the moment he releases new content) could affect your business.

It took Berg years to become “an overnight success.” In a recent interview, he said: “It’s very, very, very, very difficult to talk to one person or two people ... To send a YouTube video and you’re getting like, six views. You could really easily go into a severe depression ... [but] it gets a lot easier as you get bigger.”

Later in the interview, he talked about “reaching critical mass.” He shared that it took him seven years to hit 100 million views, but then only four more months to reach 200 million views. How would 100 million views in four months impact your business?

Social media is being paraded around as the newest silver bullet that will magically repair a broken business. However, the truth is that it is just another marketing tool (albeit a very powerful one) that works as long as you do. Real growth requires consistency, a long-term approach and a genuine desire to impact the lives of others, which social media is enabling for creators and companies alike.

What do customers in the digital age want? And why does social media work? You are probably asking yourself: “OK, which platform is the best one?” That is the wrong question to

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ask. The real question is: “How have prosSocial media has pects changed over the flooded prospects with past 30 years and how more choices than ever is social media better before, which is forcing at addressing those businesses to step up changes in demand?”

The answers: their games and truly (1) Prospects have differentiate. more options than ever before. Gone are the days when the local provider would win business because it was the only one people knew to call. Social media has flooded prospects with more choices than ever before, which is forcing businesses to step up their games and truly differentiate.

(2) Prospects are more educated than ever before. Prospective clients can instantly research your competitors and, in only five minutes, they can read a few reviews, check your social media links, skim your website and be totally informed about what they need. Many customers prefer to do this research on their own so they enter sales interactions from an informed place, where they have already decided whether or not to work with a company. This is often preferable instead of subjecting themselves to a likely high-pressure, uncomfortable sales experience with someone who may or may not actually have the ability to help them.

(3) Prospects are more skeptical than ever before. Most companies have sought to overcome the growth in competition by making bigger, bolder claims — which are tough for clients to believe without a relationship. The problem is, these companies are overlooking the importance of building relationships with their customers, which fosters trust more than bolder claims.

Relationships are built, not bought. For the business owners who are fortunate enough to recognize the value of the opportunity in front of them, their next reflex is typically to dump a bunch of money into ad spending. However, more often than not, that earnest intention backfires and they lose a bunch of money and then have to resentfully decide whether or not to hire an agency that can actually work through the drawn-out scientific process of profitable ad generation.

The reason this does not work most of the time is because it is tough to purchase a relationship, especially when we approach it with a transactional mindset. This is what we refer to as “below-the-line” prospecting. “Below-the-line” prospecting is when you do anything cold — cold emailing, cold calling, cold outreach, cold direct mailers, etc. — with the defining trait being that there is no relationship between you and the customer beforehand.

While cold outreach was never really very effective back when we relied more heavily on traditional sales methods,

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customers from the digital age espe(TAG) works with hundreds of managed cially do not like this style of outreach. technology service providers across the ... Social media can In fact, Apple just released a “Silence Uncountry who collectively represent nearly work sometimes. known Callers” setting for the iPhone, $800 million in products and services.

If it effectively builds which is the industry’s acknowledgment Still, it blows us away when everyone trust with an audience, that robocallers and other forms of cold wants to focus on new marketing methit transforms every outreach have gotten out of hand. Apple ods to attract new clients when they alis taking a stand for customer privacy ready have juicy lists of low-hanging fruit lead into an not out of nobility, but because there is sitting in their CRMs. “above-the-line” lead ... tremendous customer demand for it. In Our existing customers are just like other words, if your business is built on prospects, except they already trust us to cold outreach, it is going to get more and more difficult to some degree. Why would we focus on chasing prospects that keep attracting clients because there are more obstructions cost five times more to target, with no existing relationships, being placed in the way. using unpredictable methods, when we have thousands of How do you leverage relationships for “above-the-line” qualified leads who might actually appreciate a contact? prospecting that is easier, more enjoyable and much more Imagine if a former vendor (that you had at least some perprofitable? If you were to reverse engineer a handful of your sonal relationship with) contacted you tomorrow and said: most profitable, loyal, best clients to analyze where they “Hey (your name here), I know it’s been a long time since we came from, you will discover that they typically came from last spoke, but I wanted to find out how your business is doan introduction or referral from a trusted third party. ing. Is everything going well? Is there anyone I could introThis works so well because in contrast to the aforemen- duce you to who might help with whatever projects you’re tioned “below-the-line” cold marketing approaches, “above- currently working on?” the-line” prospecting is when sales or marketing efforts Can you feel the utter shock you would experience if you leverage trusted relationships to open a prospect’s mind to were contacted by a salesperson who was more interested in hear your value proposition. The important detail here is to hearing about your current challenges, regardless of if they remember that it does not matter if you are the one with the had anything to do with his company’s particular products? relationship with the customer or if it is someone else who is Could you imagine if he actually tried to help you by conleveraging that relationship for your benefit. It just matters necting you with someone in your network? Would that rethat there is some relationship and some trust available for kindle the relationship? Would that make you more or less you to leverage. This is why salespeople always prefer to work likely to want to hear from that person in the future? There with referrals over cold outreach. Instinctively, we know that are likely hundreds, if not thousands, of these existing reit is much easier to win a sale when it comes from a referral. lationship opportunities in your customer base waiting paBut the real reason it works is because there is implied trust tiently for you to reach out and leverage. inherent in the very act of a referral. Every funnel, retargeting “But what if they don’t need my products and services?” campaign, email autosequence and social media channel is If your customers need services that your company does not another attempt to build this trust from the ground up — provide, you did not waste time — you just discovered somewhich can work, but they take time. And each will either work one else’s lead. or fail to the degree that it engenders that trust.

For example, the customer may respond: “Everything is This is why social media can work sometimes. If it ef- great, but man, I’ve got to be honest — our website could use fectively builds trust with an audience, it transforms every a refresh and I don’t know any good designers.” Even though lead into an “above-the-line” lead, which has a much, much your company may not provide website redesign services, greater likelihood of closing. Of course, building a whole other companies — like those in your customer base — may new marketing channel requires consistent investment of do exactly that. You did not miss a sale; you repaired a relaresources, time, effort, authenticity and value to achieve tionship and found a lead. this level of trust with audiences, especially if we are startNow you get to go into your base, call your customer who ing from scratch. (Remember, it took Berg seven years and does website redesign and say: “Sorry it’s taken me so long to 3,000 videos to reach billions of views.) reach out, but how’s your business? Also, I had a lead I wanted However, there is a far simpler way to reach clients with to send your way if that’s OK?” “above-the-line” prospecting sitting right under your nose.

Do you see how simple, yet effective, sales can be, espeHow do you mine your existing customer base for gold and cially when you are leveraging relationships to uncover opwhat, exactly, should you say? Technology Assurance Group portunities? What do you think could happen if you reached 28 | ­w w w. o f f ic et ec hno lo g y m a g.c om | De c e m b e r 2 0 2 2

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effective way to grow your empire and out to every one of your customers and take your company to new heights. n started sending them leads, while conRelationships have Ryan Mulvany is vice president of necting with them in a way that makes always been and will member advancement at Technology you truly stand out as a thought leader always be the only silver Assurance Group (TAG), an organization who is demonstrating how much you valbullet you need ... of managed technology service providers ue the relationship? position your company (MTSPs). Collectively, TAG members do Sure, it will not be a match every sin$800 million per year in IT, cybersecurity, gle time, but can you imagine how much as a trusted advisor telecommunications, video surveillance/ goodwill and momentum you would crethat is a resource ... access control, copier/MFPs and ate toward your company? This is when managed print. TAG’s members are people start working with you because located in 148 cities across the United States and Canada, they like you, not just because they need your services. and are presently serving more than 780,000 SMBs. Mulvany Relationships have always been and will always be the provides TAG members with expert consultation, analysis, only silver bullet you need. Whether you are using social meadvice and counseling. He also creates dia to build trust-based relationships or you are simply mininnovative programs designed to increase ing your customer base, the objective is the same — to position your company as a trusted advisor that is a resource members’ profits and sales, conducts business management trainings, and develops new others look up to. Not only does this do wonders for rejuvecurriculum, tools and systems. He can be nating your sales and marketing, increasing your close rareached at ryan@tagnational.com. tio and strengthening your brand, but it puts the humanity Visit www.tagnational.com. back into your business. It also happens to be the most cost-

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DEALERS HELPING DEALERS

Marketing Ideas How to generate leads & using ZoomInfo Compiled by: Brent Hoskins, Office Technology Magazine

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ollowing are two questions submitted by dealer members as part of BTA’s Dealers Helping Dealers resource, and several of the answers received. These answers and many others can be found in the members-only section of the BTA website.

Visit www.bta.org/DealersHelpingDealers.

You will need your BTA username and password.

What is your best marketing idea to generate leads for your business?

“Good, old-fashioned cold calls in person are proving to be the best for us.”

Ron Weaver, president Weaver Associates Inc., Lancaster, Pennsylvania “We have a good social media presence and are having success with Google Ad Words.”

Gerry Ryan, president Emerald Document Imaging, Farmingdale, New York “Maintaining a great presence on Google and actively managing our Google reviews has directly resulted in an increase in leads.”

Thomas Fimian, CEO Docugraphics, Charleston, South Carolina “Phone calls, persistence and networking.”

Chap Breard, president MOEbiz, Monroe, Louisiana “Consistency in prospecting. The right list via ZoomInfo.

Coaching on the right messaging and, of course, follow up.

Using Evolved Office and/or HubSpot for specific campaigns before and after call days. Social media.”

Sheryne Glicksman, vice president of sales Kelly Office Solutions, Winston-Salem, North Carolina “Old-fashioned salesmanship.”

Chip Miceli, CEO Pulse Technology, Schaumburg, Illinois “We have a telemarketer and we also use SEO for our website.

It has provided nice opportunities.”

Peter Napolitano, sales manager United Business Systems Buffalo, New York “Find someone who knows how to do SEO and you can customize it to target exactly who you would like it to.”

Colin Bailey, general manager D.L. Gallivan Office Soutions, Portage, Michigan “We use a free network assessment or dark web scan for a cost analysis of [a customer’s] copier/printer spend.”

Tony Sanchez, managing partner C3 Tech, Santa Ana, California “ZoomInfo seems to be the most successful so far.”

Shawn Donelson, president New Jersey Office Systems, Cranbury, New Jersey “Excellent customer service and word-of-mouth advertising. Radio spots also keep the company name top of mind.”

Doug Powell, operations manager Copiers Plus Inc., Egg Harbor Township, New Jersey “Expand offerings outside of the traditional products sold today. Understand the quick change in customer needs and respond with new solutions outside of traditional products and services.”

Robert Mesch, production/industrial print, mail & marketing solutions specialist DSI, Albuquerque, New Mexico “Targeted spending by sponsoring events, funding scholarships and working with the local community, such as the chamber of commerce.”

Todd Deluca, president Boston Business Technology, Plymouth, Massachusetts “We believe offering competitive services and a knowledge base other competitors lack is key.”

Joshua Warren, remote services manager Appalachia Business Communications of Kingsport Johnson City, Tennessee

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“Autorunning email blasts. We create 35 to 50 of them and run them every two weeks.”

Nick Lioce, president The Lioce Group, Huntsville, Alabama “Cell phones glued to the top of all my service cars.”

Tim Stanley, founder & owner TDSiT, Lowell, Arkansas

“The key is building a target list and using the tool for initial calls and follow-up ...

ROI is around six months or less if used consistently.”

“We send out email blasts on service issues they may be having and other info that may strike an interest.”

Van Seretis, managing partner Premium Digital Office Solutions, Parsippany, New Jersey We are looking at ZoomInfo and have talked to a few dealers who have used it. If you have used ZoomInfo for a while, how are you feeling now about the investment?

“We are happy with the investment.”

Ken Staubitz, COO Modern Office Methods, Cincinnati, Ohio “I think it is a great investment, as long as you use it properly and fully every day.”

Shawn Donelson, president New Jersey Office Systems Cranbury, New Jersey

Do you have a question for your fellow dealers? If so, email it to brent@bta.org with the subject line: “Dealers Helping Dealers.” BTA will then share your question with the full dealer membership with a request for guidance from your fellow dealers. n Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine.

He can be reached at brent@bta.org or (816) 303-4040.

“We incorporated ZoomInfo into our sales process for prospecting with a purpose. The key is building a target list and using the tool for initial calls and follow-up. The Intent portion of ZoomInfo provides additional insights to prompt conversations. We track our ZoomInfo prospects in our CRM and how they move through the pipeline to close. ROI is around six months or less if used consistently.”

Sheryne Glicksman, vice president of sales Kelly Office Solutions, Winston-Salem, North Carolina “It is a lot of money, but if you are using it right, it will pay off.”

Chip Miceli, CEO Pulse Technology, Schaumburg, Illinois “It is expensive cold calling.”

Todd Deluca, president Boston Business Technology, Plymouth, Massachusetts “[It is a] great investment if trained and used properly. Combined with a good CRM database, it provides the vehicle to drive new levels of net-new business.”

Robert Mesch, production/industrial print, mail & marketing solutions specialist DSI, Albuquerque, New Mexico “We are just starting with it so our experience is minimal, but I find that I have to remind the reps on a daily basis to learn it and use it. It will take a while to get them to change their processes, but at this price you have to stay on them.”

Michael Kenny, president & CEO U.S. Copy Inc., Kenner, Louisiana www.offi cetechnol ogymag.com | De c e mb e r 2022 | 31

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COURTS & CAPITOLS

Know Your Rights Be sure to post/distribute the new EEOC poster by: Robert C. Goldberg, BTA General Counsel

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ver the years, many dealers have had to address complaints filed by current or former employees alleging violations of the laws enforced by the Equal Employment Opportunity Commission (EEOC). A complaint to the EEOC is a prerequisite to the filing of a private lawsuit. Following an investigation, the EEOC may issue a Notice of Right to Sue (i.e., a “right-to-sue letter”) to the complainant. The right-to-sue letter does not conclude a violation; it is merely an authorization of the individual to address the matter in a federal court.

In its investigation, the EEOC often visits the dealership to interview individuals and evaluate the work environment. One of the first things the EEOC will request during its visit is to view where federal disclosures are displayed for employees to review. On Oct. 19, 2022, the EEOC released an updated “Know Your Rights” poster. This new poster replaces the previous “EEO is the Law” poster that employers are required to display. The EEOC explains that the updated “Know Your Rights” poster is available in both English and Spanish, and will be available in additional languages at a later date.

Covered employers (including private employers with 15 or more employees) must place the poster in a conspicuous location in the workplace where notices are typically posted. Historically, you would find the EEOC poster (as well as additional posters required by federal and state law) in a break room or lunchroom. With the proliferation of remote work, the EEOC encourages employers to also post a notice digitally on a website or otherwise make them available to employees electronically.

According to the EEOC press release, the “Know Your Rights” poster includes the following changes from the prior “EEO is the Law” poster: n Updated language and formatting; n Explanation that harassment is a prohibited form of discrimination; n Clarification that sex discrimination includes discrimination based on pregnancy and related conditions, sexual orientation and gender identity; n A QR code for digital access to the EEOC’s website on how to file a charge; n And information about discrimination based on pay inquiries and other forms of discrimination for federal contractors.

It will now be even easier for employees to access, understand and enforce their rights to be free from unlawful workplace harassment and discrimination — with just the aim of their smartphones or other devices. This proves that there can truly be a QR code for anything and everything — in this case, saving workers precious seconds and adding convenience and expediency when they seek to file an EEOC charge against their employers, make an inquiry or learn more about the laws enforced by the EEOC. Failure to comply with the EEOC’s posting requirement may not only result in financial penalties (currently a maximum of $612, adjusted annually) but further compromise a dealer’s defenses to an EEOC claim. The EEOC has not announced a deadline for replacement, but dealers should swap out their posters as soon as possible. A post on your dealership’s website for remote workers should also be considered.

The notice does not need to be available to all website visitors, but can be in an employees-only section. The notice may also be sent electronically to all employees, but this does not eliminate the need to physically post it inside the business. This update must be made, so do not put it off. n Robert C. Goldberg is general counsel for the Business Technology Association.

He can be reached at robert.goldberg@sfbbg.com.

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BTA HIGHLIGHTS BTA would like to welcome the following new members to the association:

Dealer Members Atlanta Business Technologies, Atlanta, GA Digital Office Solutions, Brooklyn, NY Hyman’s Ink Center Ltd., Kingston, Jamaica J T Ray Co., Tupelo, MS

For full contact information of these new members, visit www.bta.org.

Credit Card Processing Your customers are changing the way they pay their bills. Global Payments Integrated understands that and has built payment technology that can keep up. Global Payments Integrated gives BTA members access to fast, secure and simple payment solutions that can increase cash flow, reduce expenses and maximize revenue.

• Accept all major payment types including debit, credit, ACH/e-check and more.

• Get paid even faster — next-day funding is available.

• Protect your business with fraud prevention and data security tools • Get dedicated support from Global Payments Integrated’s team of experts.

For the benefit of its dealer members, each month BTA features two of its vendor members in this space.

Miramar Copies Inc. buys used office copier/MFPs, wideformat machines, plotters and copier/ MFP supplies from companies in the United States and exports them to other countries in the world. It aims to create a win-win situation for both U.S. and international companies that buy used office equipment. The company is made of multiple regional teams. In the United States, Miramar Copies has a professional purchasing team that is responsible for contacting U.S. suppliers, providing buyers offers and helping U.S. suppliers find buyers for their machines. http://miramarcopier.com

For more information, visit www.bta.org/FeaturedBenefit.

ecoprintQ was founded in 2011 by Alfredo Milanes and Ever Milanes — two brothers driven to create a company 100% focused on customer service. The company is a certified PaperCutAuthorized Solution Center servicing all of North, Central and South America. ecoprintQ provides unparalleled customer service rooted in dynamic technical support for today’s print/ scan/fax/copy management applications. It is a bilingual organization with vast experience in management solutions addressing your growing technology needs. www.ecoprintq.com

For information on BTA member benefits, visit www.bta.org/MemberBenefits.

A full list of BTA vendor members can be found online at www.bta.org.

For more information, visit www.bta.org.

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PRINCIPAL ISSUES

IT Nation Connect 2022 ConnectWise hosts event Nov. 9-11 in Orlando by: Elizabeth Marvel, Office Technology Magazine

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n Nov. 9-11 in Orlando, Florida, ConnectWise hosted IT Nation Connect 2022, an in-person and virtual event gathering 4,700 IT service provider (TSP) owners and employees, and others. The event featured four keynote addresses, more than 120 educational sessions and 140 exhibitors, and networking events. IT Nation Connect kicked off with Jason Magee a welcome keynote on Nov. 9, featuring presentations from company executives focused on ConnectWise’s vision for the future and how it has helped its partners succeed in the last year. An innovation keynote on Nov. 10 gave attendees a look at ConnectWise product releases and updates, integrations and partnerships.

CEO Jason Magee welcomed attendees Amy Lucia during his Nov. 9 keynote presentation.

He emphasized that TSPs need to be ready for anything. “We need to be prepared for what’s ahead of us on three constantly changing dimensions: the economy, the ecosystem and technology,” he said. “Let me get started first with the economy. There’s been a lot of talk in the media and around the world about a potential recession. Here’s what I would tell you about that.

“There are more than 140 million small and medium-sized businesses globally; 8 million approximately here in the U.S.,” Magee continued, giving attendees an idea of the opportunity.

“If you add microbusinesses, that blooms to 333 million; 33 million, give or take, here in the U.S. ... These, along with midmarket companies ... they all need your managed services. They need you to help them. This is a huge opportunity for you all.”

Despite economic pressures, Magee noted that TSPs have been growing. “Our partners are telling us that they’re doing well and still expect to be growing in 2023, no matter what’s thrown at them,” he said. “ ... The IT Nation grew more than 16% year over year in revenue and 22% in recurring revenue. And in a recent ConnectWise survey, 70% of respondents are forecasting more than 10% growth in 2023 and 94% of respondents are forecasting more than 5% growth next year. That’s awesome.”

Magee also brought up an economic topic that was discussed at last year’s IT Nation Connect: talent constraints and job vacancies. “This is going to be a problem that we need to solve for years to come ... The fact is, we don’t have skilled workers in certain

areas like tech and cybersecurity ... There are millions of cyber job vacancies ... Think about that and what it means for you all; what that means for your customers. There are so many people going unprotected and who are unprepared for cyberthreats.”

The second dimension Magee discussed was today’s rapidly changing ecosystem. “Larger players moving downmarket and rapid M&A consolidation in this space are just two things that are changing the landscape,” he said. “ ... These aren’t things to be afraid of ... These are things for you to be aware of so you can remain competitive and capitalize on the opportunities.”

The third dimension is rapidly changing technology. “We have to get our arms around the constant innovation that will change how you do business and how your customers expect to interact with you.” Magee said. “ ... Here’s a question you need to be asking yourself: Are you going to allow all of this to be a headwind or a tailwind? If you’re prepared, you’ll grow above the average TSP. But not only that, think about what it means for the valuation of your company.”

Magee shared some keys to success in terms of what TSPs should be doing over the next five years to prepare for these market changes. “Think automation; mastering automation,” he said.

“Take it to a whole new level. The concept of putting data to work for you — make it a reality. And then the customer experience; make sure you focus on that. It’s important. It’s a game-changer.”

The rest of the Nov. 9 keynote focused on how TSPs can master these keys to success. “Automation is the path forward with a lack of employees,” said Chief Marketing Officer Amy Lucia during her presentation. “Get more automation out of what you already have ... Leverage AI [artificial intelligence] and machine learning [ML] so you can make decisions faster. Take advantage of the [ConnectWise] Asio Platform for the next level of automation.

“Put data to work for you and your customers,” Lucia continued. “There are already systems using AI and ML, so ... focus on what’s important. Talk about how you’re a trusted advisor, and AI/ML will let you be more prescriptive.

“You need to have an exceptional customer experience,” Lucia said, noting that “customer-centric companies are 60% more profitable than companies that don’t focus on customers.

“And focus on cybersecurity,” Lucia concluded. “There is no other option but to engage.” n Elizabeth Marvel is associate editor of Office Technology magazine. She can be reached at elizabeth@bta.org or (816) 303-4060. w w w. o f f i c e t e c h n o l o g y m a g . c o m | D e c e m b e r 2 0 2 2 | 35

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PRINCIPAL ISSUES

Bigger Bolder Brother OEM announces enterprise product lineup by: Brent Hoskins, Office Technology Magazine

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ollowing on the heels of its Nov. 7-9 “Bigger Bolder Brother” dealer meeting in San Diego, California, on Nov. 16, representatives of Brother International met with industry analysts and editors in New York City, New York, to preview the company’s new line of color business, A4, all-in-one laser printers. Launched publicly on Nov. 28, the small-footprint but floor- Bob Burnett standing models mark Brother’s entrance into the enterprise print environment.

“This is an expansion of our lineup; we’re not replacing anything,” said Bob Burnett, director of B2B solutions deployment and planning, during the media event. “All of our current products stay in the line. This expands out and up.”

The expansion includes eight color Shelly Radler models: the HL-L9410CDN and MFCL9610CDN, available to all Brother-authorized partners; the HL-L9430CDN, HL-L9470CDN, MFC-L9630CDN and MFCL9670CDN Brother Workhorse Series models for all Brother Gold authorized partners; and the HL-EX470W and MFCEX670W Brother Workhorse models for select Brother Gold partners. The products will begin shipping in the first and second quarters of 2023.

Keith Kmetz, program vice president of imaging, printing and document solutions at IDC, was among the attendees at the media event. “As the print market continues to take shape in a post-COVID-19 world, the introduction of the new Brother enterprise color laser printer lineup smartly focuses on the key essentials required for business customers,” he said. “These business prerequisites include low acquisition and ownership costs; high-quality output; fast speeds; security; and several ease-of-use features that make the new Brother family of enterprise color laser printers an appealing choice.”

Burnett shared a few key reasons why the new models are seen as an appealing choice. “They offer our boldest color ever out of our laser machines,” he said. “We made an extreme effort, listening to customers; they wanted even better, brighter, bold color ... We feel that [the new models offer] extremely competitive color quality [compared to what is] out there today; in a lot of cases, it exceeds our competitors.”

In addition, the models are the fastest ever for Brother “on the color side, at [up to] 42 pages per minute; the entire enterprise family is at that speed,” Burnett continued. “It is also our lowest cost-per-copy ever. So, at a regular transactional price and [with] our Value Print Program pricing, it’s a significant reduction for our channel partners, making the machines very competitive.”

Burnett noted that the Value Print Program provides channel partners with a discount on supplies when the customer commits to using only Brother supplies for three years, which also provides a product warranty extension of up to three years. “This has been a tremendous sales tool for our channel partners selling to larger corporate customers because it gives them that extra value on the warranty and special pricing on supplies,” he said.

The changing workplace helped to drive the decision to expand the Brother product line, Burnett said. He cited today’s print volumes as one example of that change. “Print volumes are on the decline,” he said, emphasizing a key message to end users. “‘Do you always need that large A3 device in the environment? There’s absolutely a need for it. But do you [still] need 10 of them? Maybe you only need two?’ [Fewer A3 devices can be] supplemented by A4 devices around the work environment, making that enterprise space more efficient, more secure and able to address the needs. It may be that they have way more capacity than what they need today. Our machines can address that need by still giving all the full-featured benefits of a larger device, but a small footprint; that A4 size.”

During the press event, the Brother representatives emphasized the need for increased security on imaging devices, due, in part, to the rise of the hybrid workforce. The new enterprise models are equipped with Brother Triple Layer Security features to help keep devices secure, protect documents in transit to and from print devices, and safeguard the network.

“Security is definitely something that we’ve been focused on,” said Shelly Radler, senior product marketing manager at Brother, in her presentation. “This is a key area that we wanted to bring to the next level ... We’re very happy to say that these products have been certified with Buyers Lab (BLI) Security Validation Testing, which helps to validate that they have the level of security required for their use in the enterprise space.” n Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine.

He can be reached at brent@bta.org or (816) 303-4040.

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PRINCIPAL ISSUES

Winning MPS Deals How cloud software can elevate your business by: Aleya Ericson, In Time Tec

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he old adage is “work smarter, not harder.” But the big question is: “How?” After all, no one sets out to create a bunch of unnecessary work. Plus, there is always the consideration of what will actually make your life easier. Thankfully, there are many technological solutions ready to swoop in and make your business run more efficiently.

But what is actually worth your time? For managed print services (MPS) providers, an important consideration is the benefits of cloud software. Cloud software — software that can be accessed and installed remotely via the internet — offers many improvements over traditional software models.

Why the Cloud?

First of all, cloud software is much easier to install. When you can install software remotely, you save IT expenses such as on-site installation and management. This cloud installation also works with an existing fleet, so it saves you the hassle of having to update many devices.

Cloud software also offers greater opportunities for customization. When they are starting, businesses often default to general-use software (like Microsoft Excel) that sort of works to fulfill a critical requirement. The general-use software works for a while, until the lack of specialization snowballs into a bigger problem. Cloud software allows for software to be more customized and better suited for your business’ unique needs.

Another major benefit of cloud software is having access to your software and data on the go. You can remotely access up-to-date statistics, printer designs and other information critical to MPS at the push of a button. If you are still Googling MFP statistics, your business is behind the times.

Design a Better Print Fleet So, how can cloud software empower your business? There are many options available. Cloud software can help you design a better print-fleet layout, look up the latest device statistics and make stunning client presentations. Excel cannot offer you these client-impressing feats.

There are also ways to improve your print offerings above the competition with MPS cloud software. With preloaded apps, you can specifically tailor your printers to your customer. What apps do schools use? What apps would an accounting firm use?

Thanks to cloud software, you can add premade apps to your printers to help them stand out from the competition.

Manage MPS Better Once the printer fleet is set up, the next stage is monitoring it. An important step is ensuring your print security. People leave documents unattended all of the time without thinking about what would happen if an unauthorized person was to grab them. Worse, hackers can access your print fleet to uncover all of your classified data.

So how do you protect your documents? Cloud software enables you to secure your devices by mandating your print settings. You can make it so only authorized users can print and that documents can only be printed when the user is physically at the printer. There are also other security settings that can decrease the number of unattended documents. Cloud software even enables you to monitor an employee’s printer use while he (or she) works from home, to ensure consistent print drivers and prevent him from printing restricted documents.

Using MPS cloud software tools can also save you a lot of money. You can more accurately track who is printing what and where. This helps improve the print environment by capturing user data. Plus, thanks to not needing dedicated servers for printers, your business saves significantly on infrastructure costs. www.offi cetechnol ogymag.com | De c e mb e r 2022 | 37

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needs a license. Plus, with a subscription, Moving to the Cloud the software company is motivated to Cloud software ...

So, how do you get started? First, it is keep the software up to date. Out-of-date helpful to understand the various ways offers many possibilities. or bug-riddled software means people will cloud software can be priced. There is the Most importantly, cancel subscriptions, driving down profit traditional licensing model where you it offers your MPS for the software company. make a one-time purchase to gain access business the best way Cloud software represents a new and to the software. There is the software-asexciting field that offers many possibilito work smarter, a-service (SaaS) model, where you pay a ties.

Most importantly, it offers your MPS recurring fee to access the software. The not harder. business the best way to work smarter, not SaaS model can also have seat- or usharder.

Make sure your business does not age-based pricing. Seat-based pricing is miss out on cloud software’s vast potential for MPS. n when you pay based on the number of people using the softAleya Ericson is a marketing content writer ware. Usage-based pricing is when you pay based on the volfor In Time Tec, based in Meridian, Idaho. ume of software used (e.g., number of tests run, the amount of She has written on printing for four years and time the software runs, etc.). serves on the MPSA Marketing Board.

Two major benefits of SaaS are the alternative pricing modEricson can be reached at els and the motivation to keep it updated. Smaller compaaleya.ericson@intimetec.com or (208) 258-2424. nies may want to only pay for those who are using the softVisit www.cartosmps.com/bta. ware versus committing to a lifetime license for anyone who

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