February 2025 Office Technology

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CONTENTS Volume 30 • No. 8

FEATURE ARTICLES 2025 Software Buyer’s Guide

10 A full menu of options for dealers to explore

DEALERS HELPING DEALERS Toner Supply Management

26 What operating procedures do dealers use?

Compiled by Elizabeth Marvel Office Technology Magazine

Compiled by Brent Hoskins Office Technology Magazine

Office Technology magazine invited BTA vendor members to submit overviews of their software products to help dealers sort through the full menu of offerings that are available for use in their customers’ businesses — or in their own dealerships.

Strategic Business Reviews

18 Becoming your clients’

trusted technology advisor

by Dale Stein Technology Assurance Group (TAG)

This feature includes a question submitted by a dealer member as part of BTA’s Dealers Helping Dealers resource and many of the answers received. These answers and others — as well as additional Q&As — can be found in the members-only section of the BTA website.

LEGAL PERSPECTIVE AI Regulation

27 Look to the states instead

of the federal government

Strategic business reviews (SBRs) are the bridge between MFPs and managed IT. If you are running an imaging company, you have likely seen that managed IT services is where the growth is. The challenge? Finding a way to break into that space without losing focus on your core business.

by Greg Goldberg BTA General Counsel

Without a doubt, the subject that generated the most buzz at this year’s Executive Connection Summit was artificial intelligence (AI).

This month, Legal Perspective takes a look at some of the regulatory questions developing around AI as we forge ahead into uncharted territory in 2025.

Marketing Mistakes

21 The five biggest ones

& how to avoid them

by Jenna Miller Emerald Strategic Marketing

While there is not one right way to market your business, there are common mistakes that just do not work long term. If you find yourself guilty of these mistakes, it is time to change your approach. Let’s look at the five biggest marketing mistakes and how to avoid them.

SELLING SOLUTIONS Sales Technique Obsolescence

29 Your foundational

assumptions may be wrong

by Troy Harrison Troy Harrison & Associates

Many of the foundational assumptions upon which common sales techniques have been built are no longer true. The reasons why they are no longer true are generational, cultural and technological. Let’s take a look at some foundational assumptions that are becoming obsolete.

AI INSIGHT Embrace AI Now

23 It is for all companies, not just tech giants

by Keven Ellison Advanced Imaging Solutions (AIS)

In the first quarter of 2023, the team at Advanced Imaging Solutions began exploring the potential of artificial intelligence (AI) tools, starting with ChatGPT. For businesses like ours, the message is clear: integrating AI is no longer optional. It is the key to staying competitive and thriving in the future.

DEPARTMENT S Technology Association 28 Business • BTA Highlights 6

Executive Director’s Page

8

BTA President’s Message

30

Advertiser Index

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EXECUTIVE DIRECTOR’S PAGE

Register for BTA’s February Webinars

A

re you looking to improve your bottom line or further diversify your business?

Two benefits that are completely free with your Business Technology Association (BTA) membership are the association’s Building My Business and Diversifying My Business webinars, which can help you do both of those things. This month, BTA has three of these webinars scheduled.

On Thursday, Feb. 6, Dale Stein, co-founder of Technology Assurance Group, (TAG) and Andrew Wolff, vice president of BTA member Accelerated Business Solutions, will present their Building My Business webinar, “Five Managed IT Services Differentiators to Dominate Your Competition.” During this webinar, Dale will present five powerful “differentiators” that no one else in the industry possesses except TAG members. Dale and Andrew will go through the differentiators in detail and explain when, why and how they present them to IT prospects.

You will get to see the actual first-appointment presentation that TAG uses in its MSP in Southern California. Then you will hear from Andrew about the impact that these five differentiators have had in severing the ties between his copier/MFP customers and their IT providers, which has led to new IT business for his company.

The second webinar of the month will be held on Thursday, Feb. 13. Anthony Sci, CEO of Keypoint Intelligence, and Shawn Peterson, CEO of Quantum Business Solutions, will present their Diversifying My Business webinar, “Mastering Sales & Marketing Technology: Scaling Your Copier & MSP Business in 2025.”

During this webinar, Anthony and Shawn will explore tools that can help your team

overcome the biggest challenges standing in the way of consistent, sustainable growth.

These challenges include: missed cross-selling and upselling opportunities that could lead to big revenue increases; quoting and ordering systems that are slow and inaccurate; sales reps not spending enough time selling; and a lack of data and insight into marketing and sales performance. Anthony and Shawn will walk you through technology that will enable your team to systematize, optimize and automate your entire sales process this year.

Finally, on Thursday, Feb. 20, Sam Mascato, an instructor at Sandler, will present a Building My Business webinar, “Tech Sales Unleashed: Break the Rules, Close More Deals & Lead the Dance.” During this interactive, camera-on (if you can) webinar, you will be able to engage in real-time discussions, discover how to break the rules, lead the buyer/seller dance and close more deals.

This will not be your typical webinar — it is an experience designed to transform the way you sell in the tech world. Attend Sam’s webinar so you won’t miss your chance to elevate your approach.

To register for any or all of these membersonly webinars, visit www.bta.org/Building MyBusiness or www.bta.org/DiversifyingMy Business. Each webinar’s register button will take you to a members-only page with a link to Zoom where you will complete your registration form. Zoom will then send you a confirmation email.

If you happen to miss any of these webinars, I encourage you to take a look at the archives on the webpages noted above. The archives include videos of the majority of the webinars in both webinar series (more than 200 in the Building My Business series and 15 in the Diversifying My Business series), as well as their PowerPoint presentations. 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 Keven Ellison, Advanced Imaging Solutions (AIS) www.ais-now.com Greg Goldberg, BTA General Counsel Business Technology Association Troy Harrison, Troy Harrison & Associates www.troyharrison.com Jenna Miller, Emerald Strategic Marketing www.emeraldstrategicmarketing.com Dale Stein, Technology Assurance Group (TAG) www.tagnational.com

Business Technology Association 12411 Wornall Road Kansas City, MO 64145 (816) 941-3100 www.bta.org Member Services: (800) 505-2821 BTA Legal Hotline: (847) 922-0945 Valerie Briseno Marketing Director valerie@bta.org Brian Smith Membership Sales Representative brian@bta.org Brooke Barker Administrative Assistant brooke@bta.org Photo Credits: Adobe Stock. Cover created by Bruce Quade, Brand X Studio. ©2025 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, February 1967.

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BTA PRESIDENT’S MESSAGE

2024-2025 Board of Directors President

Download the New BTA Members App

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e have heard your feedback and I am happy to announce that the Business Technology Association (BTA) has created and released a new mobile app for its members. As part of our future-forward agenda, the new BTA Members app puts the industry tools and resources you need at your fingertips. Whether you’re looking for the latest member benefits and industry news, managing event registrations or connecting with other members, the app will help you make the most of your membership.

Key features of BTA’s mobile app include: n Instant access to your member benefits — Explore exclusive resources, discounts and programs tailored to the needs of office technology dealers. n Event updates and registration — Stay informed about upcoming BTA events, including conferences, webinars and educational workshops, and register with ease. n Industry news — Get the latest office technology industry news and updates. n Networking opportunities — Search for and connect with fellow dealers and industry leaders to share insights and grow your business.

If you’re a regular attendee at BTA events, you’ll notice that during our events, the app will become an event show guide as well, providing you with the schedule of events, information about exhibiting sponsors, the event floor plan and other important details you will need to have a great event. The app will also send out notifications during each event to give you updates on the start of educational sessions, networking events and more.

One of my favorite aspects of the app is its networking capabilities. Within the app,

you can search the BTA member directory for your fellow member dealers and then send messages to them directly through the app. This feature allows you to stay connected to one another in a way you’ve never been able to before — not only during inperson events, but throughout the year.

While you are on-site at a BTA event — networking during breaks, or at a reception or dinner — you can connect with your peers on the app. Then, you can stay in touch afterward through the messaging feature to share ideas and best practices to improve your dealership.

You can also use this feature to see which vendors support the BTA channel and message them about their offerings. This gives you yet another chance to learn about new ways to diversify your business.

The BTA Members app is available for download on both iOS and Android devices.

To get started: n Visit the App Store or Google Play and search for “BTA Members.” n Download and install the BTA Members app on your device. n Open the app. n Click the profile icon located at the top right of the app home page to log in. n Follow the prompts on the screen to obtain an access code. n Enter the access code sent to your email address. n You should now have access to the app. n Now that you’re logged in, you can make edits to your profile by clicking on the profile button at the top right of the home page.

The BTA Members app is just one of the many ways the association continues to innovate and deliver value to its members. For more information, visit www.bta.org/BTA App. There you can find QR codes to jump directly to the app store of your choice. n — Adam Gregory

Adam Gregory Advanced Business Solutions LLC St. Augustine, Florida adam@goabsinc.com President-Elect

Debra Dennis CopyPro Inc. Greenville, North Carolina ddennis@copypro.net Vice President

Mike Boyle BASE Technologies Inc. Bethel, Connecticut mboyle@baseinc.com

Immediate Past President

Don Risser DCS Technologies Corp.

Franklin, Ohio don.risser@dcs-tech.com BTA East

Joe Dellaposta Doing Better Business Hagerstown, Maryland jvd@doingbetterbusiness.com Chip Denlinger DCS Technologies Corp.

Franklin, Ohio chip.denlinger@dcs-tech.com BTA Mid-America

Greg Quirk JQ Office Equipment Omaha, Nebraska gquirk@jqoffice.com Brett Blake Corporate Business Systems LLC Madison, Wisconsin bblake@corpbussystems.com BTA Southeast

Mike Hicks Electronic Business Machines Inc. Lexington, Kentucky mhicks@ebmky.com Blake Renegar Kelly Office Solutions Winston-Salem, North Carolina tbrenegar@kellyofficesolutions.com BTA West

Kevin Marshall Copy Link Inc. Chula Vista, California kevin@copylink.net Scott Reynolds Imagine Technology Group LLC Chandler, Arizona sreynolds@itgarizona.com Ex-Officio/General Counsel

Greg Goldberg Barta | Goldberg West Hollywood, California ggoldberg@bartagoldberg.com

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Wholesale Distribution for Business IT Hardware

Computers & Peripherals

A/V, Meetings, & Communications

Print & Copy

Data Capture & Workflow Automation

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2025 Software Buyer’s Guide A full menu of options for dealers to explore

Compiled by: Elizabeth Marvel, Office Technology Magazine

O

ffice Technology magazine invited Business Technology Association (BTA) vendor members to submit overviews of their software products to help dealers sort through the full menu of offerings that are available for use in their customers’ businesses — or in their own dealerships. Each company was given the opportunity to submit a short description of its offerings. Since companies today now offer a variety of software in multiple categories, they have been listed by company name rather than by software category.

3manager

www.3manager.com Discover the ease of mixed-fleet printer management with 3manager MPS software. From automated supply orders to data-driven analytics, 3manager enhances business productivity while reducing time consumption and costs.

Start a free trial or book a demo today and start simplifying your operations.

ACDI

https://acd-inc.com Drawing on 30-plus years of industry expertise, ACDI transforms efficiency with innovative hardware and software solutions. Specializing in print management, document capture, workflow automation and fleet management, ACDI offers tools like PaperCut, ScanShare, Kpax, EZ Meter, Intuitive BI and ACDI Energy Services. With seamless integrations and stellar support from ACDI Professional Services, BTA dealers have a proven formula for success.

AgentDealer

www.agentdealer.com Need a CRM platform that can move at the speed of business? With tools like Quote Builder, TCO for MPS, e-automate integration, leasing, marketing and other integrations, your reps have what they need to be more successful than ever before. Reps can also securely review and update their data via the AgentDealer mobile app at home, in the office or from the field.

BadgePass

www.badgepass.com BadgePass creates software that enables organizations to recognize and connect people.

Its identity and activity management solutions include photo ID, access control, tracking and validation, and more. BadgePass’s products are designed to solve customer problems and enable its partners to expand their offerings in every customer account.

Brother

www.brother.com Brother offers built-in solutions for inoffice, hybrid and multilocation workforces. It works with partners to provide a robust lineup of document management technology to help enhance workflows, secure devices and reduce costs. Brother’s solutions portfolio provides a comprehensive overview of services, including deployment support. Brother is At Your Side for reseller partners with tailored solutions built to support business growth.

CEO Juice

www.ceojuice.com CEO Juice provides business and artificial intelligence (AI) for office technology dealers. You hire the team for a flat monthly fee and get 900 processes — from exception reporting that will notify you as soon as a problem arises, to best practice advice on how to set up e-automate, to customer satisfaction tracking and generating sales leads — plus dashboards for everything.

ConnectWise

www.connectwise.com ConnectWise empowers office technology dealers with a unified platform that integrates automation, ticketing, project management, billing and more to streamline operations. With advancements in cybersecurity, AI-driven assistance and cutting-edge solutions for backup and monitoring, ConnectWise helps businesses tackle today’s challenges while preparing for the future. By connecting users to a network of experts, best practices and resources, it empowers dealers to operate efficiently, innovate confidently and drive exponential growth.

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WE ARE: The fastest growing DCA Company in the United States The ONLY authorized EKM Insight dealer in North America

Customer Driven Only distributor offering both MPS Monitor and EKM Insight-the most desired DCA’s in today’s market

WHAT WE DO: Improve the people to process ratio Improve processes and remove redundant costs Provide top tier support with first time responses in 5 minutes or less

CONTACT US TODAY

(208) 609-9998

www.predictive-insight.com

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DocuWare

www.docuware.com A 36-plus-year global leader, DocuWare provides intuitive cloud and on-premise document management and workflow automation solutions for more than 19,000 customers. From AI capture to easy-to-use workflows, users can safely and compliantly manage and share information with office and remote workers. These powerful solutions integrate and scale with any size established ecosystem.

DocuWare helps 800-plus partners worldwide become profitable selling solutions and supporting them with a proven business plan, ongoing education, marketing tools and field sales support.

ECI Software Solutions

www.ecisolutions.com With 20 years of industry leadership, ECI’s e-automate software currently simplifies the management of more than 1,200 office technology dealerships by providing oversight and insight into contract management, accounting, service, inventory, purchasing and more. ECI’s Printanista printer management software monitors your printer fleet, providing you with the most accurate and secure solution to automate the management of your MPS. Printanista allows you to grow your business with a seamless connection to your eautomate ERP, enabling you to monitor an unlimited number of devices and users. Learn more at www.ecisolutions. com/industries/office-technology.

ecoprintQ

www.ecoprintq.com Founded in 2011, ecoprintQ began with a vision of revolutionizing customer support with comprehensive end-to-end solution delivery. Its expertise spans innovative solutions like PaperCut MF and Hive, Umango Intelligence, fleet management with MPS Monitor and Print Tracker, and Intuitive Dashboards, making ecoprintQ a trusted Authorized Solutions Center across Canada, the United States, and Central and South America. With six regional offices providing direct local support, the company prioritizes service, respect, confidentiality and teamwork. As a leading MPS software provider, ecoprintQ is driving innovation and aiming even higher.

eGoldFax

www.egoldfax.com Since 2014, eGoldFax has delivered more than a decade of expertise in secure cloud-based fax and MFP solutions.

Backed by GoldFax’s 30 years of experience in fax server development, it provides a purely cloud fax product that enables users to send and receive faxes from anywhere: from MFPs with scan-to-email and connector apps for six leading MFP brands, to desktops with the eGoldFax Desktop App and from anywhere email is accessible. With competitive pricing and a commitment to innovation, eGoldFax is a trusted partner for secure, cloud-first fax communication.

ETHERFAX

www.etherfax.net ETHERFAX provides an intelligent, software-defined network and suite of applications to facilitate the exchange of business-critical documents and information. Leveraging the cloud, AI and data extraction technologies, ETHERFAX helps organizations save time, money and resources by automating processes and workflows. ETHERFAX’s encrypted data exchange solutions operate in a HIPAA- and SOC 2-compliant environment that is both HITRUST CSF and PCI DSS certified.

FP Mailing Solutions

www.fp-usa.com FP Mailing Solutions offers a comprehensive suite of digital products designed to enhance business efficiency.

Its solutions include FP Parcel Shipping, an online application that simplifies mailing packages and reduces costs; FlexMail, which organizes mailing lists and printed personalized envelopes; and FP Sign, a digital signing solution that accelerates document workflows. These tools integrate seamlessly to streamline mailing and document processes.

In Time Tec

www.cartosmps.com In Time Tec’s Cartos Suite is an MPSA award-winning, cloud-native assessment and design visualization studio, an Asset Advisor Tool for device recommendation and a Device Data Set containing more than 19,000 devices. The Cartos community has assessed more than 1 million devices to date. Simple and versatile, Cartos is easy to learn, DCAfriendly, connectable with existing services systems and is capable of managing devices after the deal closes.

Keypoint Intelligence www.keypointintelligence.com

Keypoint Intelligence provides dealers with sales enablement tools to improve processes and strategies. bliQ and ProPrintPerformance are hardware and solutions databases for comparative analysis, performance tests and awards. UVERCE serves as a dealer e-commerce platform. quoteIQ is a CPQ tool created by dealers, integrating with major CRM systems. Channel Mapping and Vertical Market Opps are strategic planning tools for territory management and identifying vertical market opportunities to drive success.

Lexmark

www.lexmark.com/cloud Lexmark Cloud Services streamline device management, print control and document workflows with seamless connectivity. Cloud Fleet Management remotely monitors, manages and secures your print environment, eliminating on-site visits. The Lexmark Translation Assistant provides real-time document translation. Scan with a Lexmark MFP,

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select the output language and receive translated documents within minutes, ready for printing or emailing. These solutions boost efficiency and productivity for businesses, schools and organizations.

Miracle Service

www.miracleservice.com Are you searching for a better meter billing solution?

Miracle Service has you covered with streamlined billing, technician scheduling, inventory tracking, service contracts and much more. With direct integration to QuickBooks and Sage50, plus automated meter collection and mobile access, Miracle Service boosts efficiency and cuts costs. Say goodbye to high costs and poor support from other dealership software — choose Miracle Service for great features and exceptional value.

MPS Monitor

www.mpsmonitor.com MPS Monitor is a leading software-as-a-service (SaaS) provider of remote monitoring and management solutions for the managed print services industry. With a focus on security, reliability and user-friendly design, MPS Monitor helps dealers, VARs and end users optimize print operations and reduce costs. Leveraging cutting-edge technologies, MPS Monitor serves an extensive global network, ensuring seamless device monitoring for more than 2.3 million printing devices worldwide.

MyCloud Services

https://mycloudit.com MyCloud Services empowers technology service providers (TSPs) to align technology services with business objectives, transforming client engagement. Backed by 50-plus years of expertise, MyCloud’s innovative toolkit streamlines discovery, QBRs, strategic recommendations and service delivery. By integrating cloud infrastructure and security expertise, it helps TSPs shift from technical discussions to value-driven solutions, driving growth and measurable outcomes. Explore how MyCloud Services delivers results at mycloudit.com.

MyQ

www.myq-solution.com MyQ is a global provider of cutting-edge print management solutions that empower organizations to gain comprehensive control over their print environments, ensure zero-trust security, enhance productivity with personalized print, copy, scan and document workflows, and optimize costs with actionable reporting and smart policies. MyQ’s versatile multivendor portfolio, featuring MyQ X (on-premise, private and hybrid cloud) and MyQ Roger (public cloud), directly addresses the critical challenges of modern workplaces while meeting diverse customer needs across various market verticals.

NEXERA

www.nexera.net NEXERA, powered by BEI data, helps dealers and manufacturers boost profitability by reducing inefficiencies and operational costs. Its solutions include Sales Atlas for sales territory optimization, the Executive Insight Dashboard with WorldStats, Demand-Time Territory Planning, Predictive Inventory Stocking, and Technician Assessment and Coaching, along with bonus incentive plans. Transform your business — schedule a complimentary performance assessment at sales@nexera.net.

Oracle NetSuite

www.netsuite.com NetSuite is a unified, cloud-based business management platform helping thousands of customers automate core processes and provide real-time visibility into operational and financial performance. Organizations of all sizes and across dozens of industries run on NetSuite and its applications for finance, supply chain management, customer relationship management (CRM), human resources, professional services, e-commerce and more. NetSuite gives you the visibility, agility and control to make the right decisions quickly.

Predictive InSight

https://predictive-insight.com Predictive InSight provides the two most popular DCAs: EKM’s Insight and MPS Monitor. Both are highly secure cloud-deployed software that enable you to manage your fleets with the ultimate security. They are the most comprehensive account management tools, tracking not only supplies and meters, but also moves, and changes levels of alerts to enhance your customer support. The company’s five-minute response time sets it apart.

Ricoh

www.ricoh-usa.com Maximize wallet share with Ricoh web-based solutions.

Ricoh’s web-based solutions drive productivity, reduce costs, increase security and capture revenue. Ricoh Smart Integration delivers powerful, custom document workflows to Ricoh MFPs; Ricoh Cloudstream provides secure cloud print services, a unified single print driver and device management to zero-trust environments; and DocuWare offers intelligent AI-driven document processing and content management. Boost production print services and revenue with Web2Print.

SalesChain

www.saleschain.com SalesChain is a premier business workflow automation platform purpose-built for the office technology industry. Its comprehensive suite of tools empowers copier/MFP dealers and solution providers to streamline their operations — from CRM and CPQ, to IDP, delivery workflow and reporting. By automating critical processes and bringing your team together,

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SalesChain helps your business improve efficiency, reduce overhead and drive revenue growth. Trusted by industry leaders, SalesChain is your competitive advantage.

and minimizing business disruptions. Synappx Manage delivers smarter solutions for IT and service teams. Learn more at https://business.sharpusa.com/Synappx-Manage.

Sepialine

Source Technologies

www.printerpoint.com/bta Printerpoint by Sepialine is cloud-based printer management software with a focus on wide-format fleets. Service issues can be handled before downtime occurs, supply orders are automatically generated when ink and media run low, and precise billing data is sent to your ERP (yes, even e-automate) for on-time invoicing. Printerpoint brings modern workflow and automation to wide-format printer management.

Sharp

https://business.sharpusa.com Empower service efficiency and device security with Synappx Manage, a cloud-based platform for Sharp MFPs and displays. IT admins and service providers can remotely monitor and manage devices from one portal. Features include automated remediation, security profile monitoring and energy optimization. Reduce support trips, enhance fleet security and streamline operations while ensuring compliance

www.sourcetech.com Source Technologies’ CheckPartner Enterprise is webbased check printing software designed for real-time, secure check disbursements. Accessible via any PC web browser, it enables on-demand printing with complete security, 24/7.

This solution offers a fast, cost-effective and secure method for printing checks, supporting both back-office accounts payable applications and highly distributed remote printing environments such as bank and credit union official checks and money orders.

Square 9

www.square-9.com Square 9’s AI-powered Intelligent Information Management platform eliminates paper-based processes, automates workflows and maximizes productivity. It goes beyond accounts payable automation with solutions for document management, business process automation and HR automation. Extract invoice data, create secure digital archives and build workflows, enabling your team to focus on driving innovation in a digital-first world.

Toshiba

https://business.toshiba.com Toshiba provides AI-driven and cloud-enabled solutions to digitize paper documents and securely manage print environments and data while streamlining workflows and collaboration for teams across the Americas. Toshiba’s output management and office workflow automation tools enable clients to operate more affordably, securely and productively while meeting compliance standards. To learn more about empowering your business with Toshiba’s workplace digital solutions, visit https://business.toshiba. com/solutions-services.

Xerox

www.xerox.com/en-us Facing industry-specific challenges like evolving regulations, rising costs and cyberthreats? Xerox offers the technology, expertise and tailored solutions to help you conquer these obstacles. From digitizing documents and automating workflows to optimizing print environments and securing networks, Xerox empowers businesses and organizations to achieve their business goals and enhance client experiences.

Learn more about Xerox’s software solutions and services by visiting the solutions and services page at www.xerox.com/ en-us/smarter-workflow-management-software. n Elizabeth Marvel is associate editor of Office Technology magazine. She can be reached at (816) 303-4060 or elizabeth@bta.org.

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Strategic Business Reviews

Becoming your clients’ trusted technology advisor by: Dale Stein, Technology Assurance Group (TAG)

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our clients are not spending all day thinking about their print and MFP needs. They have to juggle internet service providers, voice providers, MFP leases and cybersecurity patches — all while trying to actually grow their businesses.

They are not just tired from dealing with the circus; they are frustrated with slow response times, multiple points of failure and having to explain the same issues to three different support teams. Deep down, what they really want is one company to manage their IT, MFPs, cybersecurity and communications — one company to hold accountable. And here is the kicker: They are willing to pay for it.

For years, office technology dealers only focused on MFPs and printers. However, today’s smartest dealers have evolved into managed technology services providers (MTSPs) — and they are thriving because: (1) there is a recurring revenue stream attached to every technology service offered to the client; and (2) these dealers are actually solving the client’s biggest pain point: complexity.

When you step up and take ownership of your client’s entire network strategy, something magical happens: You become indispensable. Instead of being just the “copier guy,” you are the client’s go-to technology partner. That is how you unlock new revenue streams — managed IT services, voice solutions, cybersecurity — you name it.

When you actually fulfill the promise of a fractional chief technology officer (CTO), your clients start to consult with you on how to grow, scale and plan for their futures (which includes budgeting you into their technology growth plans).

Your clients do not want another vendor; they want someone to drive their technology strategies while they focus on growth. That is where you come in.

Strategic business reviews (SBRs) are the bridge between MFPs and managed IT. If you are running an imaging company, you have likely seen the writing on the wall — managed IT services is where the growth is. The challenge? Finding a

way to break into that space without losing focus on your core business. That is where SBRs enter the picture. Think of these reviews as the keys to positioning yourself not just as an MFP provider, but as a trusted technology partner.

By offering clients regular, structured reviews of their technology ecosystems, you can start building the relationships and expertise that will allow you to transition into managed IT services seamlessly. The concept is straightforward, yet transformative: “How can we help you make or keep more of your money through technology?” See how powerful this can be?

SBRs create a natural opportunity to expand the conversation beyond print. Here is how it works: n Service Performance and Risk Assessments — You already know your clients’ printing environments better than anyone. Use this as a starting point to discuss how their broader technology setups could be improved to prevent downtime and inefficiencies. n Technology Alignment — Many businesses do not realize the hidden costs of outdated tools. By analyzing their infrastructures — whether it is their MFP fleets, VoIP phone systems or even cybersecurity measures — you can identify opportunities to optimize. (Pro tip: Did you know you can scan the dark web for leaked company credentials/passwords and then start your first meeting with a prospective client by saying: “Here are your employees who recently had their security/passwords compromised. I’d recommend you change those passwords immediately. By the way, would you like us to check and see if there are other ways we can use technology to increase your profits or reduce your costs?”) n Cost and Budget Analysis — This is where you start shifting the perception of your role. Instead of just focusing on print costs, dive into your clients’ full IT spends. Highlight areas where you can help them consolidate services, eliminate redundancies and save money. Refer out services that you do not yet have the capacity to provide while you gradually grow

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2025 OFFICE TECHNOLOGY INDUSTRY DIFFERENCE MAKERS NOMINATIONS ARE NOW OPEN

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Deadline: March 11 exchange , 2025 engage ‘n th

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to help their businesses succeed. For ofyour in-house expertise. For instance, you fice technology dealerships, SBRs offer a might discover they are still using premOnce you are trusted way to break into managed IT while still ise-based phone systems with costly longto analyze your clients’ leveraging the relationships and experdistance charges. By introducing a modMFPs and IT budgets, it tise they have built in print. ern VoIP solution, you could save them is a short leap to helping So what is it that makes this approach thousands annually — and position yourthem plan for future so powerful? self as the expert who made it happen. n Foot in the Door — Most busiThe beauty of SBRs is that they natuupgrades and manage ... nesses are eager for advice on cutting rally lead to more complex conversanetwork infrastructures. technology costs or improving efficientions about IT. Once you are trusted to cy. SBRs give you a non-threatening way analyze your clients’ MFPs and IT budgets, it is a short leap to helping them plan for future up- to start those conversations. n Upsell Opportunities — Once you have identified grades and manage their network infrastructures.

At the heart of every SBR is a technology road map tai- pain points, it is easy to introduce managed IT services as lored to each client’s business goals. This road map lays out a solution. n Recurring Revenue — As you expand into managed a clear path for: IT, you will build a steady stream of recurring revenue that n Scaling the client’s technology to match its growth complements your print contracts. n Reducing risks by aligning with industry standards The shift from MFPs to managed IT does not have to be n Implementing new solutions that drive profitability The key here is positioning yourself as a proactive part- overwhelming. SBRs are a simple, effective tool for bridging ner. You are not just a vendor; your clients are trusting you the gap. You do not have to start big. Just set a few meetings with existing clients and test to see if there is demand.

By helping your clients make smarter decisions about their technology investments, you will not only earn their trust, but also position your company for long-term growth in a rapidly evolving market. This is your chance to lead the conversation and become a true technology partner.

Are you ready to take the first step toward diversified longterm recurring revenue streams, higher margins and stronger client relationships? Your clients do not want another vendor; they want peace of mind. By taking full responsibility for their technology and providing a clear, strategic road map, you will build trust, drive profitability and become their most valuable partner. And the best part? While your competitors are still chasing cold leads and one-off sales, you will be locking in relationships that last a lifetime. n Editor’s Note: On Feb. 6, BTA is hosting a Building My Business webinar: “Five Managed IT Services Differentiators to Dominate Your Competition,” to be presented by Dale Stein and Andrew Wolff, vice president of Accelerated Business Solutions, based in Pompano Beach, Florida. To register or view the recording of the webinar after it takes place, visit www.bta.org/BMB. Dale Stein is co-founder of Technology Assurance Group (TAG), an organization of managed technology service providers (MTSPs). In addition, Stein is the managing partner for TAG’s MTSP, i-NETT, and also serves as its president.

He also founded Westec Security Corp. and served as its CEO. Stein can be reached at dales@tagnational.com.

Visit www.tagnational.com.

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Marketing Mistakes

The five biggest ones & how to avoid them by: Jenna Miller, Emerald Strategic Marketing

A

s an experienced digital marketing professional, I am highly attuned to all the marketing happening around me. I have seen ingenious strategies and, conversely, some real head scratchers. And while there is not one right way to market your business, there are common mistakes that just do not work long term. If you find yourself guilty of these mistakes, it is time to change your approach.

Let’s look at the five biggest marketing mistakes I see and how to avoid them.

Owning Versus Renting In real estate, it is often a better investment to buy versus rent. It gives you more control of your property and provides a better return on investment (ROI) in the future. The same goes for marketing platforms — and, specifically, social media platforms. Too often I see companies focus too heavily on social media marketing and neglect their website and email strategies — their “owned” real estate.

What do I mean by that? Imagine if you spend all your time promoting and amassing followers on social media and then that platform changes its algorithm (which literally happens all the time), decides to deactivate users, changes user policies or, for all intents and purposes, shuts down (remember MySpace?). You have now lost your followers, reach and ability to connect with them. This is marketing on rented property.

But there is an easy solution: Start collecting email addresses. Use your website forms, in-store sign-ups, physical marketing collateral and even social media to encourage your customers and potential customers to share their email addresses with you. Then consistently keep in contact with them to share company news, sales, industry trends and helpful advice. This is owning your own marketing property. You “own” those email addresses and changes in policy on social media platforms will not affect your efforts. Plus, the financial gain is extraordinary. According to Statista, your ROI for email marketing is anywhere between

$36 and $45 per dollar spent — a staggering return compared to social media alone, which stands at roughly $3 for every dollar spent.

Constantly Selling Now that you have email addresses, it is time to decide on the content you will be sharing with them. This leads us to mistake number two: constantly selling. If every email, social media post, direct mailer or article is all about selling, your audience will stop listening and unsubscribe. Remember, this is marketing, not sales. Of course, the end goal is to drive sales, but you need to approach it in a different way than your sales reps do.

Marketing is about truly understanding your audience, their likes, dislikes, challenges and goals, then using this information to connect with them and provide incredible value. When customers feel a connection to a brand, 57% are more likely to increase spending with that brand and 76% will buy from them over a competitor, according to Sprout Social. www.of ficetecthnologymag.com | Februar y 2025 | 21

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Yes, you still want to position your product or service as the solution to their problems. However, people do not want to be sold to all the time. They also want a helpful tip, a free download, or something entertaining and relatable.

Provide a varied approach to not only lead them to a sale, but also make a connection and keep your brand at the top of their minds.

There is something to be said about loosening up and not taking yourself too seriously. Ultimately, you are marketing to another human, not a faceless business.

Spreading Resources Too Thin As I stated earlier, social media should not be your only means of communication, but it is a helpful tool to drive traffic to your website and gain emails for your contact lists.

Unfortunately, a lot of companies try to be on every social media platform available. They spread their resources too thin by trying to post everywhere, leading to poor-quality content and a lack of engagement.

The best approach is to look at where your audience members spend most of their time. There are plenty of articles out there outlining the best social media platforms for different demographics, but it comes down to knowing your specific audience members and where they spend their social media time.

This can take some trial and error, but it is essential to learning where to spend your resources effectively. We recommend starting with one platform before adding more.

For B2B businesses, a strong LinkedIn profile is non-negotiable, so start there. If you are on multiple platforms, make sure that you are not posting the same content on each one.

This is not a strategy.

Your goal should be to post customized content based on the platform. For example, Instagram is highly visual, so consider behind-the-scenes photos to connect with your audience on a human level. LinkedIn is professional so try how-to’s, insightful articles and company success stories, both yours and your clients’. In the end, researching each platform and experimenting is vital to understanding what will work and what does not.

Overly Produced Content While we are on social media content, let’s jump into mistake number four: overly produced content. B2B brands are guilty of this. They want to portray a professional, buttonedup look in all aspects of their business. And who can blame them? Who wants to do business with someone you cannot trust or who seems wildly unprofessional?

There is something to be said about loosening up and not taking yourself too seriously. Ultimately, you are marketing to another human, not a faceless business. So, while

with B2B clients.

high-production videos and content have their place, it is also a good idea to incorporate lo-fi content like candid behind-the-scenes videos and images, employee account takeovers and even relatable memes.

According to recent findings, lo-fi content received 72% more likes and comments on LinkedIn in the past 12 months than hi-fi content. I can attest to this through my experience working

Blindly Copying Others We have made it to the fifth and final marketing mistake: Blindly copying other companies’ strategies. Have you heard the saying, “There are no new ideas”? While that may not be entirely accurate, there is a seed of truth in there. It is easy to see the success of another business and think: “I’ll just copy what it is doing.” However, there are many variables involved. But you can learn from them.

Doing competitive research is important for understanding where you fit in the industry and what is missing. We encourage clients to send us elements they like about other companies’ social media, emails and websites. But what we do with those elements is what is important. We take those ideas and give them a twist, add our clients’ personalities and uniqueness to them, and then gingerly fit them within their current strategies. At the end of the day, we do not want our clients to be like their competitors; we want them to be better than them. We want them to stand out and be individuals. Ensuring you stay true to your brand and unique selling proposition is paramount, even when pulling inspiration from others.

These five common marketing mistakes keep your business from standing out above the competition. However, implementing the tips provided here is the first step in setting your marketing and your business up for success.

Marketing comes down to educated moves, relentless experimenting and perseverance. This quote from Dwayne Johnson captures this sentiment: “Success isn’t overnight.

It’s when everyday you get a little better than the day before.

It all adds up.” n Jenna Miller is the CEO of Emerald Strategic Marketing, a digital marketing agency based in Navarre, Florida, that delivers custom solutions like SEO, social media management and other marketing services tailored to each client’s unique brand story. She can be reached at info@emeraldstrategicmarketing.com.

Visit www.emeraldstrategicmarketing.com.

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AI INSIGHT

Embrace AI Now

It is for all companies, not just tech giants by: Keven Ellison, Advanced Imaging Solutions (AIS)

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n the first quarter of 2023, the team at Advanced Imaging Solutions (AIS) began exploring the potential of artificial intelligence (AI) tools, starting with ChatGPT. For a business that had once operated without cell phones or the internet, this was a significant leap forward. When I first heard experts say AI would be “bigger than the internet,” I knew we could not afford to ignore it. So, we immersed ourselves in this emerging technology.

It was not an easy start. Our marketing team — the first department to adopt AI — met the idea with resistance. Fear of job displacement was a common concern. But fast-forward to today and the marketing team members cannot imagine working without it. AI has become an indispensable tool for brainstorming, strategizing, writing, designing and more.

At a recent AI marketing conference, I was inspired by a keynote speaker who shared his story of running a four-person agency that leveraged AI to generate $79 million in annual billings. That is the power of AI — boosting productivity, efficiency and profitability.

For businesses like ours, the message is clear: integrating AI is no longer optional. It is the key to staying competitive and thriving in the future.

The Competitive Edge Failing to embrace AI is like refusing to adopt email or a website in the early 2000s. Companies that ignore it risk falling behind competitors, losing efficiency and missing out on new opportunities. By incorporating AI, AIS has streamlined workflows, increased output and expanded our service capabilities — all while staying lean and focused on growth.

Applications Across Industries AI is not limited to tech giants or niche industries. Whether you are in health care, manufacturing, education or professional services, AI tools can optimize processes, enhance customer experiences and drive innovation. From automating mundane tasks to analyzing data at lightning speed, the possibilities are endless.

The AIS Blueprint Our journey began with immersion. We tested various tools, including LLMs like ChatGPT, Google’s Gemini, Anthropic’s Claude, and AI image tools like Midjourney, Stable Diffusion and more. Learning to write effective prompts became a critical

skill. Great results require clear and specific instructions, so we focused on mastering this art.

By experimenting with image-generation tools like Midjourney and Stable Diffusion, we found creative ways to enhance our marketing campaigns. From brainstorming ideas to generating visuals, AI helped us think outside the box.

Establishing Policies Transparency was a priority from the start. We created an external AI policy and posted it on our website to ensure customers understood how we use AI responsibly. Internally, we are finalizing a comprehensive policy to guide staff in adopting and leveraging AI effectively.

These policies address ethical considerations, clarify how AI complements — not replaces — human expertise and ensure consistency across all departments.

Leadership & Culture Shift Change starts at the top. Our president, Gary Harouff, led by example, showing the team members how AI could enhance productivity without replacing their value. This leadership was instrumental in overcoming initial resistance and fostering a culture of curiosity and innovation.

Gary’s active use of ChatGPT in decision-making and operational tasks highlighted its potential, inspiring the team to embrace AI. He emphasized AI’s role as a partner to amplify human efforts, not as a replacement. When a staff member or manager provides him a problem, he responds with: “Did you ask ChatGPT?”

Innovation Initiatives To encourage widespread adoption, we launched an “AI www.of ficetecthnologymag.com | Februar y 2025 | 23

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First Contest.” Teams across departments were challenged to find innovative ways to use AI in their daily tasks. This initiative sparked creativity and uncovered use cases we had not considered.

One standout idea was using AI to develop a virtual sales avatar capable of scheduling appointments and handling basic inquiries. This project, still in development, represents how AI can augment sales efforts.

One of the most critical steps in adopting AI is ensuring it is supervised by knowledgeable staff members. While AI is powerful, human oversight is essential ...

In Action for Marketing Our marketing team uses AI to: n Brainstorm ideas and develop marketing strategies. n Create content calendars, write articles and optimize keywords for SEO. n Generate video ideas, scripts and even finished videos. n Design images for and produce social media posts. n Automate tasks through HubSpot’s AI-powered platform.

We have also developed AI-driven video avatars for subjectmatter experts, saving time while delivering consistent, onbrand messaging. Looking ahead, we are testing interactive avatars for our website to guide users through the buying process.

Executive Use At the executive level, AI enhances decision-making, communication and innovation. It is used to: n Craft clear, concise and engaging emails, speeches and presentations. n Summarize meetings and lengthy documents. n Improve organizational workflows and explore new technology integrations. n Review detailed legal language and simplify overly complex communications.

Even complex calculations and trend analyses are more manageable with AI’s help, from Excel equations to multiyear growth projections. Executives have also found AI valuable in event planning and team building by generating creative ideas and detailed frameworks.

Service Department The service department uses AI to: n Develop tailored action plans for technicians. n Troubleshoot issues with error codes, network problems and more. n Draft and refine detailed policies, procedures and internal communications.

It is also a powerful tool for creating dashboards in Power BI, improving written communications and even developing fun projects like videos for company events. AI has helped streamline troubleshooting by allowing service techs to

quickly search manuals and service histories for solutions.

App Development Team

AIS’s app development team leverages AI for: n Brainstorming industry-specific ideas for our apps. n Writing and debugging code. n Drafting technical documentation and system workflows. n Optimizing app performance and suggesting UI/UX improvements.

AI has proven to be invaluable for troubleshooting and proposing optimizations for app functionalities. It has also supported the development of pricing models and revenue strategies for SaaS applications.

Steps for AI Adoption (1) Identify Opportunities — Look for areas in your business that could benefit from automation, efficiency or enhanced decision-making.

(2) Experiment with Tools — Start with accessible platforms like ChatGPT, Midjourney or industry-specific applications.

(3) Train Your Team — Invest in training to build confidence and skill in using AI tools effectively.

(4) Create Policies — Establish guidelines for ethical and transparent AI usage.

Supervise & Innovate One of the most critical steps in adopting AI is ensuring it is supervised by knowledgeable staff members. While AI is powerful, human oversight is essential to ensure accuracy, ethical use and relevance. Encourage your team to think creatively about how AI can be leveraged in new ways. They should continuously evaluate AI’s outputs and look for opportunities to improve its integration into business workflows.

Learn from the Experts Staying informed about what others are doing with AI can be a game-changer. Many experts openly share their innovative use cases and techniques. For example, at AIS, we learned from others how to use ChatGPT to identify flaws in our prompts and improve them. By reverse-engineering tasks and asking ChatGPT to critique its own outputs, we have gained valuable insights that have enhanced how we interact with the platform. This iterative learning process ensures we are always improving and adapting.

Mastering Prompt Engineering A great prompt can make or break your AI experience. Follow these four steps:

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A seasoned marketing strategist with more than 30 years of experience, Keven Ellison is Embracing AI is not just vice president of marketing at Advanced about keeping up — Imaging Solutions (AIS), North Las Vegas, it is about leading Nevada. He plays a pivotal role in refining in your industry. the brand’s strategy and enhancing customer engagement. Recognized for his Start small, experiment leadership prowess, Ellison was honored and build a culture with the 2019 Geary Award for Executive of innovation. of the Year and the ENX Difference Maker award, and he led his team to win the 2019 Inbound Award from iMPACT. A fervent The Future is AI-Driven enthusiast of AI, Ellison dedicates his AIS’s journey with AI is a testament to the transformative personal time to exploring the intricacies of ethical hacking and advancing personalized technology solutions. power of this technology. From initial skepticism to companyHis insights into AI’s role in transforming wide adoption, we have seen firsthand how AI can enhance productivity, drive innovation and deliver measurable results. marketing landscapes make him an For small and medium businesses, the time to act is now. invaluable contributor to discussions Embracing AI is not just about keeping up — it is about leadon the future of technology and ing in your industry. Start small, experiment and build a culbusiness strategy. Ellison can be ture of innovation. The future is AI-driven and your business’s reached at kellison@ais-now.com.

Visit www.ais-now.com. success depends on how well you adapt today. n (1) Define AI’s role (e.g., “Act as a marketing strategist”).

(2) Provide background information for added context.

(3) Clearly outline your question or task.

(4) Invite clarifying questions to refine the output. Ask ChatGPT: “Please ask me any clarifying questions that will help you provide the best possible response.”

Use these simple steps to get the best results from any AI platform.

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DEALERS HELPING DEALERS

Toner Supply Management What operating procedures do dealers use?

Compiled by: Brent Hoskins, Office Technology Magazine

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ollowing is a question submitted by a dealer member as part of BTA’s Dealers Helping Dealers resource and some of the answers received. These answers and others can be found in the members-only section of the BTA website.

Visit www.bta.org/DealersHelpingDealers.

You will need your username and password to access this member resource.

I have a question related to toner supply management: Is there an industry standard operating procedure in monitoring and managing automated email notifications that a data collection tool such as FMAudit or VCARE is distributing?

Our supply team receives the group email notification and sometimes there could be more than 200 emails sent per day. This step is only the beginning of managing customer toner supply reorders, yet it can be overwhelming. We have tried to implement the brand’s program(s) to automate the supply ordering process, but executing it seems to be a hurdle when dealing with a team that is set in its daily habits and has a hard time trusting the automation process. Old habits are hard to break, and having to sort through the insane number of emails is not realistic and is set up to fail.

I would like to know how other dealerships are handling this. Is it even common at other locations?

I am looking for a simple way to handle this part of the process and want to know if there is an outline that can be clearly visualized and understood.

“We use various data collection tools as well. However, we have narrowed it down to one for supplies. We are using Predictive InSight. We are currently moving everyone away from FMAudit.”

Stephen Valenta, president/owner Offix, Gainesville, Virginia “Get off FMAudit. We switched from FMAudit to Print Tracker Pro and have a much more robust way of managing and ordering customer supplies now. Customers get lots of warning emails and calls if the DCA is not running. If they need anything, even a billing inquiry, they first have to have

updated firmware and the DCA must be functioning before anything else happens.

And, if they fall off the DCA and ignore the emails so that we have to estimate usage for billing in e-automate, we estimate very high. New contracts call for a surcharge if we have to estimate billing and allow us to take a 100% efficiency fee if a contract ends on estimated meter readings and the actual meters are lower.”

Jeffrey Foley, COO Apollo Office Systems, Alvin, Texas “We set it to when they put in a new toner. We want only one on the shelf and one in the machine. This way, we can get them the toner they need the next time.”

Tyler Best, president Abadan, Richland, Washington “We have a dedicated supply order staff member who monitors the automated notifications for toner orders and crosschecks them with historical records of past orders and use history. We do this to help make the process more accurate. It is still not foolproof, as the DCA often does not report as well as it could.”

Russell Kromminga, director of technical services Century Business Technologies Inc., Topeka, Kansas “I don’t know of any industry standard operating procedure for FMAudit email alerts, but we have three people monitor a distribution group email address and we process about 50 orders per day.”

Shawn Kelly, director of operations Noordyk Business Equipment, Grand Rapids, Michigan “We use EKM and it has been working fine.”

Chip Miceli, CEO Pulse Technology, Schaumburg, Illinois “Check out CEO Juice for possible help.”

Hans Chaddick, vice president of strategic alliance Infonaligy Partners, Allen, Texas 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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LEGAL PERSPECTIVE

AI Regulation

Look to the states instead of the federal government by: Greg Goldberg, BTA General Counsel

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ast month, Stramaglio Consulting hosted the Executive Connection Summit 2025 in Scottsdale, Arizona. This year’s conference brought together marquee dealers, OEMs and keynote speakers for three days of inspiring and provocative content about what lies ahead for the dealer channel and what the future holds for information technology. Topics ranged from conquering the boardroom, to managing product distribution, to diversifying revenues through expanded service offerings. Without a doubt, the subject that generated the most buzz was artificial intelligence (AI). This month, Legal Perspective takes a look at some of the regulatory questions developing around AI as we forge ahead into uncharted territory in 2025.

AI regulations may come in several different forms. Most broadly — though perhaps least likely — the federal government could enact comprehensive AI legislation, requiring passage by both houses of Congress, followed by a signature from the president. However, given the legislative paralysis in Washington, D.C., it is difficult to imagine a consensus developing around a discreet set of policy priorities that could be codified into a single law. Besides, even if Congress passed a wide-ranging AI law or delegated broad AI rulemaking authority to federal agencies, a single federal court judge could stymie those efforts by issuing a nationwide injunction.

Instead of seeing a new federal law on the books, what seems far more probable is that AI rules and regulations will emerge piecemeal through trial and error in the individual states. In a now famous dissenting opinion from 1932, Supreme Court Justice Louis Brandeis ingeniously referred to the separate states as laboratories of democracy — in other words, proving grounds for laws that one day might apply to the country as a whole. History has proved Justice Brandeis’s concept. As of this writing, at least 31 states have enacted some form of AI legislation.

There are two distinct schools of thought regarding AI regulations at the state level: some states will pass new laws to address AI; other states will reinterpret existing laws and apply them to issues arising from AI. In the former category is Colorado, which last year passed a first-in-the-nation comprehensive AI law that will take effect in February 2026. Colorado’s AI law creates an affirmative duty for developers and deployers of AI technology to use reasonable care to protect consumers from “algorithmic discrimination” arising from “high-risk AI systems.” “Algorithmic discrimination” refers to inherent biases

written into AI programs. “High-risk AI systems” are AI programs that make “consequential decisions” in the areas of education, employment, finance and lending, government services, health care, housing, insurance and legal services.

For example, in Colorado, if a school uses AI to make admissions decisions, if an employer uses AI to identify job candidates, or if a bank uses AI to evaluate loan applications, the entity employing the AI technology must prevent it from generating outputs that discriminate based on protected class status, such as race, ethnicity, gender or religion. Colorado’s AI law also requires developers and deployers of AI to conduct impact assessments, comply with consumer transparency requirements and report incidents of discrimination. Because Colorado’s law is narrowly tailored to AI, it should, in theory, be easier for courts to apply and interpret.

In the latter category is Oregon. Even though Oregon has not enacted a specific AI law, as one of her final official acts, the outgoing state attorney general, Ellen Rosenblum, issued guidance for deploying AI technology consistent with existing Oregon laws. Similar to the issues addressed under Colorado’s AI law, Rosenblum’s guidance raises concerns about the seeming randomness of certain AI outputs, explaining that AI outputs may be unfair, unaccountable or untrue. As a result, AI outputs in Oregon may violate the Unlawful Trade Practices Act, Consumer Privacy Act or Equality Act. To avoid violating Oregon statutes, entities utilizing AI technology must maintain adequate controls. First, AI outputs cannot include misrepresentations that mislead consumers. For example, AI outputs claiming fictitious product accolades (such as celebrity endorsements) or utilizing deep-fake technology to create phony audio or video, are impermissible.

Second, purveyors of AI technology must disclose whether AI programs are trained using consumers’ personal data. If so, express consent from those consumers should be obtained and personal information must be protected. Third, like in Colorado, AI cannot discriminate based on class status.

How AI will be regulated in the U.S. remains an open question. Stay informed by watching this space and what happens in the states. n Greg Goldberg, partner at Barta | Goldberg, is general counsel for the Business Technology Association. He can be reached at ggoldberg@bartagoldberg.com or (847) 922-0945. www.of ficetechnologymag.com | Februar y 2025 | ­27

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

Dealer Members The BOSS Company, Birmingham, AL Finitura Inc., Waukesha, WI Mega Business Systems, Island Park, NY Vendor Member National / AZON, Troy, MI For full contact information of these new members, visit www.bta.org.

BTA Education BTA members can participate in a range of discounted or free educational offerings — from in-person workshops, to online training and webinars, to IT certifications and exam vouchers.

In-person workshops include BTA’s popular ProFinance 3.0, which gives attendees more than 30 key benchmarks for success, and vCIO University, which provides education and coaching for the vCIO role.

BTA’s Building My Business and Diversifying My Business webinars are designed to help dealers improve their companies and bottom lines, and assist them in adding new products and services.

E-workshop and online offerings range from service management and troubleshooting training, to sales training and additional sales resources, to a LinkedIn bootcamp — and even on-demand IT education. You can also get discounts on CompTIA exam vouchers.

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

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

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

National /

AZON is a distributor of hardware and software products, with a special focus on the reprographic, graphic arts and sign-making markets. Sales and distribution points across North America allow National / AZON to continuously expand and innovate to meet the ever-changing needs of large-format printing and scanning professionals. With an intense focus on customer satisfaction, National / AZON has gained a nationwide presence in the marketplace and will continue to provide products and services that enable success and profitability to the print-for-pay and graphics industries. https://azon.com Founded in 1983 as a copier parts company, NA Trading and Technology is a manufacturer and distributor of OEM-compatible, high-performance parts and supplies for today’s most popular copiers and multifunctional printers.

All NA Trading parts and supplies are guaranteed to meet or exceed OEM performance — at an affordable price designed to reduce cost per copy. It also offers a free recycling program to reduce technology waste. Optimize your service dollars and increase your bottom line with NA Trading. www.natrading.com 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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SELLING SOLUTIONS

Sales Technique Obsolescence Your foundational assumptions may be wrong

by: Troy Harrison, Troy Harrison & Associates

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recently spoke at a small meeting of CEOs and a member of the group came up to me with an interesting question. First, he showed me a review that was recently posted about his tech services company that said, in part: “The most dishonest salesman I’ve ever dealt with. He lied and then tried to walk it back. I told him I was trying to buy tech support, not a cheap used car.

Avoid!” I was shocked and the CEO said: “Let me explain.”

As it turns out, the salesman was executing a technique he had been trained on called “negative reverse selling.” The (dumb) idea behind this technique — a cornerstone of a fairly popular training system — is that the salesman pretends to not see a match between his product and the customer’s needs, saying something like: “You know, I’ll be honest. I really don’t see a fit here, but it looks like you do. Can you tell me why you’re so excited?” The idea is twofold. First, you’re trying to manipulate the customer into “proving” that he (or she) is worthy of the product by convincing you of the sale. Second, this gets the customer to tell you his buying reasons.

As it happens, the salesman asked the negative reverse question and the customer responded by saying: “Well, if you don’t see a fit, I guess we’re done here. You’re the expert.” At this point, the salesman attempted to walk it back, telling the customer that he really did see a fit. Then the customer said: “So you just lied to me. Now we’re really done.” Sales call over. Negative review posted. This customer would have been one of the company’s top five customers had the salesman won the business.

You see, the salesman thought he was just executing an old sales technique and that the customer understood this. The customer — one of those younger buyers I keep talking about — felt that it was a lie, not a technique. The problem here is not just that the technique is bad (it is), but that the foundational assumption on which it is built is no longer true. The assumption is that the customer will not hold a little white lie against the salesperson. That was true in the days when customers expected this behavior from salespeople, but the younger generations do not expect this, which leads to my point: Many of the foundational assumptions upon which common sales techniques have been built are no longer true.

The reasons why they are no longer true are generational,

cultural and technological. Today’s buyers are more informed, more empowered and more knowledgeable than ever — and they cut less slack. This is not only true of the under-40 cohort; more senior buyers are learning from the younger buyers.

Let’s take a look at some foundational assumptions that are becoming obsolete. n Buyers expect salespeople to fudge a bit. This foundational assumption has led to a number of sales techniques, such as the one mentioned above, where salespeople play a little fast and loose with the truth and they do so because buyers expect it and let them. However, younger buyers do not have the same cultural expectation.

What past generations perceived as “fudging a bit,” they perceive as lying — and they have a zero-tolerance policy for lying. n People buy from people they like. Seems elementary, doesn’t it? They have to like you before they buy, right? Not so much anymore. I have written about this before, but younger buyers form relationships in the inverse way that older buyers do. Older buyers had to like you, then they would move to business issues. Younger buyers are business-first, and if you can help them solve their business needs, then you get an opportunity to form personal relationships with them. In fact, many younger buyers see salespeople opening by asking about their personal lives not only as phony (it is), but even a bit creepy.

So, stop looking for the fish on the wall and focus on business. n You can keep your pricing, contract terms, etc., a secret. A few years ago, I was working with a client who mentioned his top competitor and said: “Boy, I sure wish I could find out what their contract terms are.” So, I Googled and sure enough, one of their customers had scanned the competitor’s contract and posted it. He smiled — for a second. Then he said: “Wait, is ours out there?”

Sure enough, 30 seconds later, his own contract was on the screen. Here is the funny part: His terms were way friendlier than his competitor’s. I told him that he should post his contract on his own website and lean into it. He did not, but the lesson is still valid.

I do not care how “secret” you think your key business terms are. They are out there and someone skilled with Google or artificial intelligence (AI) search tools can find them. Lean into it. Embrace transparency before it is forced on you. www.of ficetecthnologymag.com | Februar y 2025 | 29

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obsolete strategy. You are better off quotn Do something good for someone ing a fair but profitable price and standing and they will tell one person; do someYou are better off on it rather than inviting (or demanding) thing bad to someone and they will tell quoting a fair but negotiation with an artificially high offer.

10 people. As my example at the beginning profitable price and These are not the only foundational asof this article showed, people now have the standing on it rather than sumptions that have changed, but for now capability to tell the entire world what you they are the most important and impactful have done — good or bad. I should point inviting (or demanding) ones.

This has great implications for salesout that the tech company actually had a negotiation with an people steeped in old techniques that are number of excellent reviews of its service, artifically high offer. built upon these assumptions. My advice? so the one-star review for the salesperson Update.

Get in tune with what today’s buystuck out like a sore thumb. ers really want.

Selling today demands new n Start by offering a high price, because you can always techniques built on the new realities. n go down when the customer cuts your price, but you canTroy Harrison is the author of “Sell Like You Mean It” not go back up. One interesting aspect of the Millennial and and “The Pocket Sales Manager.”

Z generations is this: Not only do many of them not want to He helps companies navigate the negotiate (actually, most people of all generations don’t), they elements of sales on their journeys do not know how to negotiate. In fact, many younger buyers to success.

To schedule a free will simply hear your offer of a price, make a decision about 45-minute Sales Strategy Review, whether it represents a good value or not, and either buy or not call (913) 645-3603 or buy. And, if you are hitting them with an artificially high price, email troy@troyharrison.com. they will not try to cut you — they will just move on and buy Visit www.troyharrison.com. elsewhere. More than ever, this is making negotiation itself an

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