July 2017 Office Technology

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CONTENTS Volume 24 • No. 1

FEATURE ARTICLES 10

The Vertical Strategy Providing a customized approach to target markets

COURTS & CAPITOLS Legally Speaking Dealers should note these industry changes

24

by Robert C. Goldberg BTA General Counsel

by Brent Hoskins Office Technology Magazine

Today, with declining print volumes and the mature state of the office technology industry, MFP manufacturers are compelled to find new ways to set themselves apart from competitors. While many have diversified their product offerings, it seems that all are pursuing a customized approach. Today, selling to and providing solutions for a wide range of vertical markets is solidly in vogue. The MFP manufacturers’ websites reveal a growing list of vertical markets receiving special attention.

18

Recently, there have been several events that have caused some changes in the office technology industry. This month’s Courts & Capitols column will make you aware of these changes.

P R I N C I PA L I S S U E S Toner Savvy You can control costs & free up capital

26

by Ken Edmonds Service Management Coach

Meet Dan Castaneda BTA’s 2017-18 national president assumes office

One challenge most office technology dealers face is having the necessary capital to fund the growth they want. This article will review how your company’s current procedures may be tying up capital that could be better used.

by Brent Hoskins Office Technology Magazine

On July 1, Dan Castaneda, general manager of International Copy Machine Center (ICMC), located in El Paso, Texas, became the national president of the Business Technology Association (BTA). He is the association’s 83rd president. Castaneda has been in the industry more than 26 years, both in service and management. Recently, Office Technology had the opportunity to visit with him, asking about his role as a BTA volunteer and the association.

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SELLING SOLUTIONS What Will Be Your Legacy?

Care about your employees, customers & community

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by Melissa D. Whitaker Melissa Whitaker International

Do you truly care about your employees, your customers and your community? As a sales manager and/or leader in your dealership, take a moment to ask yourself what kind of legacy you are leaving.

Gateway to Success BTA Mid-America hosts dealer event in Kansas City

by Brent Hoskins Office Technology Magazine

BTA Mid-America hosted its 2017 Gateway to Success event June 7-8 at the InterContinental Kansas City at the Plaza in Kansas City, Missouri. The event featured a keynote address, “From the Bottom Up,” by 2013 CNN Hero of the Year Chad Pregracke, founder and president of Living Lands & Waters, an “industrial-strength” river clean-up organization. Featured speaker Dr. Neeli Bendapudi of the University of Kansas followed Pregracke with “Creating the Living Brand.”

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

28

• BTA Highlights

6

Executive Director’s Page

8

BTA President’s Message

30

Advertiser Index

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EXECUTIVE DIRECTOR’S PAGE

Attend BTA’s Grand Slam in Philadelphia

H

ave you registered yet for BTA’s annual Grand Slam event, to be hosted by BTA East Sept. 13-14 at the Philadelphia Marriott Downtown in Philadelphia, Pennsylvania? If not, I encourage you to do so today. The event schedule will feature: a keynote address on building a high-performance culture in your business; impactful educational sessions with topics ranging from seat-based billing to digital and social media marketing tips; plenty of time to network with your peers and exhibiting sponsors, including a welcoming reception and breaks between sessions; and a Miami Marlins versus Philadelphia Phillies baseball game at Citizens Bank Park.

Grand Slam will begin at 3 p.m. on Wednesday, Sept. 13, with welcoming comments and the keynote address, “Taking Point: Principles for Building a High-Performance Culture,” presented by Brent Gleeson, a Navy SEAL combat veteran and motivational leadership speaker. A break and the first educational session, “Seat-Based Billing vs. DeviceBased Billing,” presented by West McDonald, Print Audit, will follow. A welcoming reception will be held from 6 to 7:30 p.m.

The second day of Grand Slam will begin at 7 a.m. on Thursday, Sept. 14, with breakfast. At 8 a.m., after opening comments, three educational sessions will be held: “Sales Management: Leadership & Skills Necessary for Maximum Impact,” presented by Tom Cooke and Kim Ward, Learning Outsource Group; “Compensation Plan: Getting the Biggest Bang for Your Buck,” presented by Luis Gonzalez, Sales ScoreKeeper.com; and “Going After the Big Fish,” presented by Kate Kingston, Kingston Training Group.

Lunch will be served from noon until 1 p.m. Following lunch, the final educational sessions will be held: “Is Your Marketing Program Taking You to the Danger Zone?,” presented by Aaron Dyck and Matthew McGuire, Clover Imaging Group; and “Digital & Social Media Marketing Tips for TimeStrapped Dealers,” presented by Harry Hecht, business coach.

The educational portion of the event will wrap up with closing comments and exhibitor prize drawings. Attendees will also have the chance to win one of five $100 American Express gift cards from BTA. From 7 until 10 p.m., attendees will travel to Citizens Bank Park to see the Miami Marlins take on the Philadelphia Phillies from the Bill Giles Party Suites on the Arcade at the stadium. Dinner and beverages will be provided.

BTA members receive 2-for-1 dealer registration to Grand Slam for only $199. Nonmember registration is $249 per person.

Registration includes the Wednesday and Thursday educational sessions; Wednesday welcoming reception; Thursday breakfast and lunch; and a Marlins versus Phillies baseball game ticket. BTA members can also use their $150 or $250 educational discount received with membership toward this event.

From 8 a.m. to 5 p.m. on Tuesday, Sept.

12, a consortium of vendors will host the Seat-Based Billing (SBB) Road Show as the front-runner event. This one-day event will arm your company with the necessary components to deliver an SBB program for managed print. SBB Road Show attendees can register for Grand Slam at half price.

For details, visit www.bta.org/SBBPhilly.

You can find more information or register for Grand Slam at www.bta.org/BTAPhilly, or see the ad on pages 16-17. I look forward to seeing you in Philadelphia. 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 Ken Edmonds, Service Management Coach ken.edmonds@CKE-Enterprises.biz Robert C. Goldberg, General Counsel Business Technology Association Melissa D. Whitaker, Melissa Whitaker International www.melissawhitakerintl.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: (800) 869-6688 Valerie Briseno Marketing Director valerie@bta.org Teresa Leerar Bookkeeper teresa@bta.org Brian Smith Membership Sales Representative brian@bta.org Photo Credits: Bigstockphoto. Cover created by Bruce Quade, Brand X Studio. ©2017 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.

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BTA PRESIDENT’S MESSAGE

Meet BTA’s 2017-18 Volunteer Leaders

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t is an honor for me to assume the presidency of the Business Technology Association (BTA). As BTA’s 83rd national president, I look forward to working alongside the other dealer members on the 2017-18 volunteer leadership team: National President-Elect and Board Member John Eckstrom, Carolina Business Equipment Inc., Columbia, SC. National Vice President and Board Member Bob Evans, Function4, Sugar Land, TX. National Immediate Past President and Board Member Rob Richardson, Allied Document Solutions & Services Inc., Swedesboro, NJ. BTA East President Don Risser, Advanced Laser Printer Service & Supplies Inc., Emigsville, PA. BTA East President-Elect Aaron Rubin, Docutrend Imaging Solutions, New York, NY. BTA East Vice President Mike Ardry, Automated Business Solutions, Southington, CT. BTA East Immediate Past President and National Board Member Tim Seeley Jr., Seeley Office Systems Inc., Glens Falls, NY. BTA East Board Member David Scibetta, Copier Fax Business Technologies, Buffalo, NY. BTA East Board Member Ken Staubitz, Modern Office Methods, Cincinnati, OH. BTA East National Board Member Jim Donnellon, Donnellon McCarthy Enterprises, Cincinnati, OH. BTA Mid-America President DJ Hastings, Hogland Office Equipment, Lubbock, TX. BTA Mid-America President-Elect Mike Nerland, Elite Business Systems, Sioux Falls, SD. BTA Mid-America Vice President John Ross, Laser Logic Inc., Lawrence, KS. BTA Mid-America Immediate Past

President and National Board Member Greg Quirk, JQ Office Equipment of Omaha Inc., Omaha, NE. BTA Mid-America Board Member Chris Albert, Marco Inc., Fenton, MO. BTA Mid-America Board Member Matt Jackson, Copynet Digital Imaging Solutions, Plano, TX. BTA Mid-America Board Member Dave Strohman, Executive Technologies Inc., Sioux City, IA. BTA Mid-America National Board Member Erik Crane, Copy Products Inc., Springfield, MO. BTA Southeast President and National Board Member David Polimeni, Rite Technology, Sarasota, FL. BTA Southeast President-Elect Michael Hicks, Electronic Business Machines Inc., Lexington, KY. BTA Southeast Vice President Adam Gregory, Advanced Business Solutions LLC, Jacksonville, FL. BTA Southeast Secretary/Treasurer Bill James, River Ridge, LA. BTA Southeast Immediate Past President and National Board Member Tim Renegar, Kelly Office Solutions, Winston-Salem, NC. BTA West President Joe Escamilla, Document Systems, Oxnard, CA. BTA West President-Elect Mike McCurdy, Integrated Technologies Inc., Twin Falls, ID. BTA West Vice President Dan Bombard, Yuma Office Equipment, Yuma, AZ. BTA West Immediate Past President and National Board Member Mike Brandon, ABC Office Equipment Co., Spokane, WA. BTA West Board Member Mike McGuirk, ProCopy Office Solutions Inc., Tempe, AZ. BTA West Board Member Michelle Welch, ABC Office Equipment Co., Spokane, WA. BTA West National Board Member John Hines, Copiers Northwest Inc., Seattle, WA. n — Dan Castaneda

2017-2018 Board of Directors President Dan Castaneda International Copy Machine Center El Paso, Texas dan@icmc-elp.com President-Elect John Eckstrom Carolina Business Equipment Inc. Columbia, South Carolina johne@cbesc.com Vice President Bob Evans Function4 Sugar Land, Texas bobevans@function-4.com BTA East Jim Donnellon Donnellon McCarthy Enterprises Cincinnati, Ohio j.donnellon@dme.us.com Tim Seeley Jr. Seeley Office Systems Inc. Glens Falls, NY tseeleyjr@seeleyoffice.com BTA Mid-America Erik Crane Copy Products Inc. Springfield, Missouri ecrane@copyproductsinc.net Greg Quirk JQ Office Equipment of Omaha Inc. Omaha, Nebraska gquirk@jqoffice.com BTA Southeast Tim Renegar Kelly Office Solutions Winston-Salem, North Carolina trenegar@kellyofficesolutions.com David Polimeni Rite Technology Sarasota, Florida dpolimeni@ritefl.com BTA West John Hines Copiers Northwest Inc. Seattle, Washington jhines@copiersnw.com Mike Brandon ABC Office Equipment Co. Inc. Spokane, Washington mbrandon@abcoe.com Immediate Past President Rob Richardson Allied Document Solutions & Services Inc. Swedesboro, New Jersey robr@ads-s.com Ex-Officio/General Counsel Robert C. Goldberg Schoenberg Finkel Newman & Rosenberg LLC Chicago, Illinois robert.goldberg@sfnr.com

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The Vertical Strategy Providing a customized approach to target markets by: Brent Hoskins, Office Technology Magazine

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oday, with declining print volumes and the mature state of the office technology industry, MFP manufacturers are compelled to find new ways to set themselves apart from competitors. While many have diversified their product offerings, it seems that all are pursuing a customized approach. Today, selling to and providing solutions for a wide range of vertical markets is solidly in vogue.

The MFP manufacturers’ websites reveal an ever-growing list of vertical markets receiving special attention. A look at some of the targets, direct from the vendors’ websites, provides an indication of the scope: financial, corporate, health care, education, manufacturing, retail, legal, banking, government and insurance.

Citing sample offerings from just two manufacturers gives a sense of the emphasis on customization. Lexmark International Inc.’s Education Station MFP with optional grading software, for example, allows educators to easily print and grade tests, scan to classroom and access forms on demand (permission slips, detention slips, etc.). This month, Toshiba America Business Solutions (TABS) will release Elevate, a customizable user interface. The company also currently offers the v360 vertical market program for dealers.

Both initiatives, says Joe Contreras, vice president of product and solutions marketing at TABS, are intended to “help us drive deeper into what we call ‘hyperverticalization.’”

You get the idea. Focusing on the vertical selling strategy is of great importance to MFP manufacturers. Is it important to you? If not, perhaps it is time to take another look at the strategy. “We believe it helps establish not only the credibility for dealers, but provides them differentiation,” Contreras says. “So, as competition increases in their marketplaces, this is going to help set dealerships apart from others.”

Sales reps are faced with the challenge of “quickly establishing credibility with clients, making that great first impression,” Contreras explains. “So, if that rep is knowledgeable about trends, insights and workflow within a given industry, and can articulate the value of the solutions that he or she delivers, the client is obviously going to think, ‘OK, this person has done the necessary homework. I can trust this person with my business,’ as opposed to someone else who’s coming in talking about lease payments and the features and functionality of the device itself.”

Phil Boatman, strategic business alliances executive at Lexmark, offers a similar perspective. “Dealers are running out of options on how to differentiate themselves from the competition, whether it be manufacturer direct sales offices or just other independent dealers in their markets,” he says. “What we have been able to validate with the dealerships that sell in a vertical fashion is that it allows them to address real customer pain points. It provides a consultative approach that lets them lock out the competition and lock in that relationship selling.”

The strategy elevates the commitment that the dealer and customer have to one another, adds Matt Dollus, vice president of vertical industry solutions at Lexmark. “Relationship selling is back,” he says. “Only this time, the relationship is not based necessarily on entertainment, but on shared objectives — trying to solve the problems that our customers are facing. When that happens, both the dealer and customer win; that develops the relationship.”

Jim Coriddi, vice president of the Dealer Division for Ricoh USA Inc., likewise emphasizes the need for dealers to embrace the vertical strategy. “It helps you, the dealer, secure the two most important parts of your business,” he says. “Number one is profit. It allows you to expand your offerings, get beyond the commodity and establish yourself

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a broader base in order to exFor dealers only now pand your share of wallet from pursuing vertical selling “Let’s say that you identify that customer. in earnest, manufacturhealth care and legal as two “Number two, it helps to seers recommend a gradverticals that are well suited cure the customer,” Coriddi ual approach. “Dependfor your dealership’s sales continues. “You become much ing on the size of the territory. Start there, establish stickier when you are providing dealership and the size a stronghold or a level a solution that is very specific to of its sales force, it’s best their business needs. The cost to begin with a few verof expertise in those two and pain they would go through ticals, starting off small sectors, and then ... expand from there.” to move to another vendor beand getting reps up to a

— Jim Coriddi comes much higher.” level where they are able Ricoh USA Inc. Focusing on the needs of speto carry that conversacific verticals is a “complete 180 tion,” Contreras says, from where we were 10 years ago,” Coriddi says. “There was noting that the choice of verticals will depend on the dealera time when Ricoh would come out with a new technology ship’s strengths and current client base. “I would also advise and its bells and whistles, looking to differentiate ourselves that dealers look at where they are trying to grow as well. So, by playing off of that technology. Today, we’re in a complete- it may be that the dealership is not strong in health care and ly different place. We are designing and developing technol- that’s a market they are looking to penetrate. So, that would ogy and associated solutions and software to be able to ad- be an obvious vertical to target, initially.” dress what customers are telling us are their needs.

Coriddi also recommends that dealers start with a lim“Our industry has changed dramatically,” Coriddi contin- ited number of verticals. “They should start with a focused ues. “One may look at it and say: ‘Oh my gosh, print volume is approach,” he says. “Let’s say that you identify health care down, we’re in trouble.’ Another way to look at it is: ‘We are and legal as two verticals that are well suited for your dealin an extremely mature industry, but we can still expand the ership’s sales territory. Start there, establish a stronghold or impact we have on our clients’ businesses. Imaging is only a level of expertise in those two sectors, and then, as things a part of that.’” evolve, expand from there. I think that’s the best approach.”

Given that manufacturers are squarely behind an emphaAs dealers are ramping up with a vertical selling apsis on vertical selling, are dealers following suit? “Let me an- proach, it appears they can count on their manufacturer swer it this way: I think dealers do a great job at playing off partners for assistance. Ricoh, for example, offers docuof their strengths,” Coriddi says. “Dealers have very strong, ments “that guide the dealer in a specific vertical through long-term relationships with their customers. That allows what to look for, what questions to ask and how to then esthem to bring in new ways of providing for their custom- calate the sale and any potential proven solutions and techers. Some dealers have taken a very aggressive approach, nology,” Coriddi says. “In addition, we have established a really exercising that in a big way by expanding some of the training group and a marketing group that are dedicated resources and services they bring. Other dealers have been to the dealer business, and much of their focus has been playing around the periphery, not really getting at the core training and tools related to the characteristics of the difof the major change in how they do business, but have just ferent verticals.” started to tweak things a little bit.”

Boatman notes that Lexmark is poised to allay the hesiBoatman says “there is room for growth,” in terms of tation that some dealers have when it comes to pursuing dealers adapting a vertical selling approach. “More and vertical selling because of their lack of resources or conmore, dealers are realizing that there is true value in verti- cerns about the “unknowns of selling in a different way,” by cal selling, but the opportunity is still pretty broad for most providing them the requisite subject-matter expertise. “We of the dealer landscape,” he says. “The tried-and-true box- have done that for years and enjoy transferring knowledge selling approach is still prevailing. It still seems to be the to dealers via sales training,” he says. “We customize that primary vehicle for sales for many dealers, but this leaves training at the dealership level, in addition to general trainthe door wide open for a solutions focus. Lexmark has al- ing that we provide. We have modified our training curricuways provided dealers with vertical market expertise to set lum over the years, but our advice to dealers who may be themselves apart, and we are going to continue to provide resisting vertical selling is to lean on Lexmark. Put it on us; the focus needed for our dealers to win in that vertical sell- we’ll light the path.” ing fashion, but there is still some adoption needed.”

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Dollus says. “Once you’ve of the program is an educahad success with a custional process to help sales “ ... If you’ve won with a tomer in a given vertical, reps understand a specific specific solution or realize that the likelihood industry, its terminology, capability in one school of that problem existing the nature of its buyers, etc., district, there’s a good with a similar prospect is Contreras says. “The v360 chance that if you approach very high,” he says. “So, for program helps provide a all the school districts in your example, if you’ve won with very methodical approach area with the same message, a specific solution or capato, ‘OK, I am interested. I bility in one school district, want to go down this path. you will have a higher close rate ... “ there’s a good chance that if How do I do it?’” he says.

— Matt Dollus you approach all the school “v360 is the perfect way to Lexmark International Inc. districts in your area with get reps up to speed; wheththe same message, you will er newer reps or tenured, the program caters to both. So, even if they’ve been in the in- have a higher close rate than you would have dustry for 20-plus years, they can still get value and benefit without a concentrated focus on the educaout of the v360 program, gain a lot of knowledge and estab- tion vertical.” n Brent Hoskins, executive director of the lish credibility with clients.”

Business Technology Association, is editor Dealers only now moving forward with a vertical selling of Office Technology magazine. He can be strategy, leaning on their manufacturers for support, can reached at brent@bta.org or (816) 303-4040. take comfort in knowing that one win will lead to others,

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Meet Dan Castaneda BTA’s 2017-18 national president assumes office by: Brent Hoskins, Office Technology Magazine

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n July 1, Dan Castaneda, general manager of International Copy Machine Center (ICMC), located in El Paso, Texas, became the national president of the Business Technology Association (BTA). He is the association’s 83rd president.

Castaneda, who joined ICMC in 2002, previously worked at a Minolta-authorized dealership as service manager for 13 years.

He has been in the industry for more than 26 years, both in service and management.

ICMC sells Konica Minolta, Muratec and KIP products, as well as workflow and document management software. Castaneda is trained in machine repair, networking, employee management, sales and customer service. He has served as a BTA volunteer for five years, both in BTA MidAmerica and on the national BTA Board of Directors.

Recently, Office Technology magazine had the opportunity to visit with Castaneda, asking about his role as a BTA volunteer and the association. Following are his responses.

OT: What led you to join BTA? When did you first step forward to volunteer? How has volunteering benefited you?

Castaneda: It was a vendor who led me to join BTA; Don Thomas, then of Color Imaging. He started talking to me about joining, because, when I came on board at our dealership as general manager, I only had service manager experience. So, I had a lot to learn, and he suggested that I join BTA so I could talk to other dealers, from both small and large dealerships, learn from them, ask questions and get to know them, providing me a support network. When I went to my first BTA event — a BTA East-hosted event in White Plains, New York — I was greeted with warmth and respect, and everybody answered my questions. They were really friendly. That’s when I decided to join.

Not long after joining the association, I learned there was

a shortage of BTA Mid-America volunteers at the time. I was asked if I would be interested in becoming a volunteer leader for the district. I wasn’t sure at first, but Don, a mentor to me, said: “You should take this opportunity, they don’t come around too often.” So, I went ahead and agreed to become a volunteer for BTA Mid-America.

Because there was a shortage of volunteers, I started in the role as the district’s vice president.

Soon, I was on my way to serving on the BTA Board of Directors. At the time, Ron Hulett was the national president. He is the one who inspired me to grow with BTA. I received a lot of business lessons from him. I benefited greatly from just talking to him, seeing how he was doing things and getting his thoughts on what was coming out new at the time for MPS. I asked him if I could borrow the formula he used for his MPS program.

He said “yes,” and it has worked well for us.

Working with volunteers like Ron was vital in my decision to continue as a volunteer and move forward with BTA. Those relationships and the knowledge shared by fellow volunteers and other members in terms of how they run their businesses has changed the way I run our dealership.

OT: Looking to the year ahead, what area do you believe will be your primary area of focus as BTA’s national president?

Castaneda: Membership growth. I plan to concentrate heavily on helping BTA to increase the number of dealer members. It’s important that we build our membership, getting more dealers involved and, of course, more vendors, too, if possible. I would like to ramp up our efforts to gain new members internationally as well. In the fall, I will be attending an event hosted by ABESI, an association for dealers in Brazil that is similar to BTA. I’m hoping we can gain a few new dealer members from that trip. Plus, I’d like us

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to secure dealer members from other South American countries and Mexico as well. Given my close proximity to Mexico, working in El Paso, I know that membership in BTA would benefit owners of dealerships in Mexico, as it does in the United States.

much through the years to assist dealers and the BTA Channel as a whole.

Another key benefit that comes to mind: In interactions with vendors, when you are seen as a BTA member, that provides you clout. That is, when you say, “I’m part of BTA,” vendors take a different approach when talking to you. I don’t think non-members realize this; they fight their own battles. As a member, you’ve got the association and Bob Goldberg to back you up. When you have a conflict with a vendor and they learn you are a part of BTA, the “It’s your problem” tone goes away. It turns into: “OK, let’s see what we can do to help you; we’re going to do our best to resolve this.”

“ ... When you are seen as a BTA member, that provides you clout ... I don’t think non-members realize this; they fight their own battles.“

OT: Why do you believe office technology dealers should be members of BTA? Castaneda: As I mentioned, from my own experience, one of the biggest benefits of belonging to BTA is being able to easily connect with your peers — other dealers who are not your competitors — and ask about and talk about their challenges and solutions. You might think you are the only one facing a particular challenge, but then you get the opportunity to talk to other dealers at a BTA event and learn that you are not alone in facing the challenge.

Of course, there are also the many educational programs, research reports, information resources and discount programs BTA offers its members. In addition, as many do, I like to cite the access to BTA General Counsel Bob Goldberg through the BTA Legal Hotline as one of our key member benefits. Bob does an excellent job for BTA and has done so

OT: What do you believe is the greatest challenge dealers face in today’s market? How can BTA help dealer members effectively address that challenge?

Castaneda: The greatest challenge in the industry today is the changing business model and its effect on the bottom line. Everybody in the industry sees that things are changing and evolving; just look at the rise of mobility and millennials in the workplace. Plus, new kinds of hardware and

BTA 2017-18 President-Elect John Eckstrom BTA’s 2017-18 President-Elect John Eckstrom is president and CEO of Carolina Business Equipment (CBE), Columbia, South Carolina. He joined CBE in 1994 when he was hired to be the company’s controller. He also served as general manager before purchasing half of the business in 1995, when he became the company’s president. Eckstrom purchased the rest of CBE in 2000.

Over the last 10 years, CBE has moved into three new markets: Charleston and Florence, South Carolina, and Augusta, Georgia.

In the past six years, it has also acquired two companies. CBE employs 44 people.

Eckstrom says the most exciting aspect of his company currently is the development of its managed network services division. “We have had prospects come to us saying they have heard how we do things and that has been the starting point for us picking up some new clients,” he says.

As president-elect, Eckstrom is looking forward to helping grow the association’s membership during the remainder of his tenure on the board. “This is one of those challenging areas; with the increased pressure on mergers, the number of dealerships to bring in [to the association] is decreasing,” Eckstrom says. “I am looking forward to seeing something develop to increase the growth of BTA ... my hope is to get a system in place to put a focus on membership growth.

“I do believe we are going to have to be very deliberate in

getting the current membership actively engaged in helping bring the membership numbers up,” he says. “My ideas on membership growth are centered around personal requests for help/ membership. If non-members are generally aware of BTA and what BTA does, but no one reaches out to them to join, the number of dealers that will join on their own is pretty small.

“On the other hand, if a current member contacts a friend who has a dealership and explains the benefits and asks for the favor of joining BTA to help the organization, I believe the growth would be rapid and great.”

How does Eckstrom view his time as a volunteer up to this point?

“Service on the board has given me an inside track on things that are going on, and the board actually provides direction on what happens at the national level,” he says. “It is gratifying to be able to be part of an idea team.”

When asked what lessons he has learned about running his business that he could share with other BTA dealers, he specifically noted the development of internal systems within their businesses that would allow for growth.

“If you are unsure of those systems, get more involved with BTA and identify someone who has figured out the system that you need help with and ask for their help,” Eckstrom says. “I’m sure you will be pleasantly surprised. We have had the opportunity to host close to 25 different dealerships and help provide some direction on how to build and operate a managed services department.”

— Elizabeth Marvel

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the other technology that is out there software products are being introduced.

— Instagram, Snapchat or whatever.

How is all of this going to affect the bot“As a BTA member, However, we all need “people time” with tom line? I think the challenge for the you’re not standing by others in the industry to better face the dealer today is finding the correct way yourself ... You have the various challenges that come our way. of achieving success in our changing support of an entire industry without trying things hit and organization and, for OT: What is your vision for miss, spending money only to later fail.

BTA as you look to the years I think those days are over. lack of a better word, ahead, say, in 10 years?

That’s why BTA is so important. it’s like a union.“ Castaneda: Actually, what I see BTA Through BTA’s events and peer groups, doing in 10 years is exactly what it is you can talk to other dealers who have already tried and failed — or tried and succeeded — and find doing today. BTA will still be helping us figure out, as we out how to move forward correctly. As a BTA member, you’re work together, how to identify the products, supplies, vennot standing by yourself; you’re not standing alone trying to dors, services and opportunities that are best for our dealdo these things. You have the support of an entire organiza- erships. That’s not any different than what I see BTA doing tion and, for lack of a better word, it’s like a union. If we stand today. Sure, some of the tools and resources BTA utilizes together strong, that’s how strong you are; if you do it singu- may change — the new BTA app comes to mind — but that larly, you are not as strong as you are when aligned with a means how BTA delivers support to the channel will be the whole network of dealers nationwide. We must work together. only difference. I think it’s important that BTA keeps doing More dealers should attend the BTA educational and what it is doing today. It has worked for BTA over the past 91 networking events to help further strengthen that union, years. That’s a good testimony as to how BTA has endured as well as learn from one another and the speakers; what for more than nine decades. n Brent Hoskins, executive director of the Business Technology they bring to the table is fantastic. Hearing these speakers Association, is editor of Office Technology magazine. in person and meeting with other dealers at our events is inHe can be reached at brent@bta.org or (816) 303-4040. valuable. We’re so used to email, text, phone calls and all of

BTA 2017-18 Vice President Bob Evans Bob Evans, BTA’s 2017-18 vice president, is a partner at Function4, a provider of office technologies and services including managed IT, document and print management, enterprise content management and cloud services. With offices in Sugar Land, Beaumont and Paris, Texas, Function4 is an authorized Konica Minolta, Sharp, Kyocera, HP and M-Files dealership that covers 31 counties in Texas, five in Oklahoma and seven parishes in Louisiana.

Evans began his career in the office technology industry as a district manager at Lanier in 1984. He also served as area manager at Danka Office Imaging before moving to Function4 in 1998.

Evans says he and his company have benefited most from BTA’s legal services and events. “The legal services alone are worth the cost of the BTA dues,” he says. “The additional — and just as valuable — benefit is networking with other dealers at BTA events. I have implemented several processes and strategies in my business that I learned from other dealers during discussions at BTA events. I have also developed several new relationships through my time on the board that have impacted how we operate our business.”

Evans became a BTA volunteer after a 2014 phone call from BTA Executive Director Brent Hoskins. “Brent ... asked me if I would be interested in volunteering for the BTA Mid-America region,” Evans says. “We discussed the BTA regional events and the educational seminars being presented on the changes in our industry, and the next thing I know, I agreed to volunteer. I attended the Mid-America

event in May of that year and knew I wanted to be more involved.”

In his time on the board, Evans hopes to grow BTA membership despite the continued consolidation of the traditional copier/ MFP industry. “I believe our industry will continue to consolidate,” he says. “I think IT services companies offer the best opportunity to grow membership. They are beginning to offer managed print and MFP dealers are now providing managed IT services.

“Thirty percent of hardware dealers in the United States are BTA members,” he says. “We will always continue to try and increase that percentage, but for real growth, we will have to focus on companies outside of the traditional copier/MFP industry.”

However, a lesson Evans wants to share is that, though technology is changing, BTA members still benefit most from hardware sales. “We still sell and service MFPs,” he says. “The reality is that the majority of dealers still generate most of their revenue and profits from selling copier/MFPs and printers.”

With that said, what are Evans’ expectations for the future of the association? “Technology is changing at an exponential rate,” he says. “These changes are going to continue to affect the products and services BTA members sell. The traditional copier/MFP will continue to merge with IT services, cloud services, content management and big data. BTA will have to transition from an association of hardware dealers to an association of services and solutions providers to remain relevant. I think we can do this over the next five years by expanding our new membership efforts to companies in other industries that are already selling these adjacent technologies.”

— Elizabeth Marvel

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Gateway to Success BTA Mid-America hosts dealer event in Kansas City by: Brent Hoskins, Office Technology Magazine

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TA Mid-America hosted its 2017 Gateway to Success event June 7-8 at the InterContinental Kansas City at the Plaza in Kansas City, Missouri. The event featured a keynote address, “From the Bottom Up,” by 2013 CNN Hero of the Year Chad Pregracke, founder and president of Living Lands & Waters, an “industrial-strength” river clean-up organization. Featured speaker Dr. Neeli Bendapudi, provost, executive vice chancellor and a professor of marketing at the University of Kansas, followed Pregracke with “Creating the Living Brand.”

The event also included six educational sessions: “Selling — Not Compliance — Is My Priority,” led by Bob Goldberg, BTA; “Highly Productive Sales Professionals,” led by Tom Callinan, Strategy Development; “Retain Top Talent, Before It’s Too Late,” led by Sally Brause, GreatAmerica Financial Services Corp.; “Death of a Salesman: How to Sell in the Information Economy,” led by Richard Farrell, Tangent Knowledge Systems; “Building Value in Your Business,” led by Ed McLaughlin, Innovolt and Valderus; and “Eight Hacks of Sales Masters,” led by Melissa D. Whitaker, Melissa Whitaker International. Networking opportunities included a welcoming reception and a Houston Astros versus Kansas City Royals baseball game.

The exhibiting sponsors: ACDI, AMETEK ESP, BEI Services, Carolina Wholesale, Clover Imaging Group, Continuum, DCS, ECi Software Solutions, Epson, EverBank, GreatAmerica, HP, Innovolt, Keypoint Intelligence, Laserfiche, Lexmark, LMI, Muratec, OKI, Panasonic (breakfast sponsor), PHSI, Polek & Polek, ProcureIT (reception sponsor), Ricoh, Select Imaging, Supplies Network (breaks sponsor), Tigerpaw, TonerCycle/InkCycle, TSO Distribution, Wells Fargo, Wellsys and Xerox (lunch sponsor).

The next BTA event, the 2017 BTA National Conference, will be held Aug. 16-18 at the Mandarin Oriental in Las Vegas, Nevada. For more information or to register, see the ad on pages 2-3 or visit www.bta.org/BTALasVegas. n Brent Hoskins, executive director of the Business Technology Association, is editor of Office Technology magazine.

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

Clockwise from top: The Gateway to Success event featured a keynote address, a featured speaker and six educational sessions; Bendapudi; dealers visit with one another and exhibitors during a break between sessions; 2016-17 BTA Mid-America President Greg Quirk of JQ Office Equipment of Omaha Inc., Omaha, Nebraska, serves as the event’s emcee; Jason Andrews of ACDI visits with Chelsey Bode (center) of Pearson-Kelly Office Products, Springfield, Missouri, and Charlotte Barksdale of LaserCycle Inc., Lenexa, Kansas, during a break; Pregracke presents the keynote address.

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The Living Brand I

Clockwise from top: Aldo Spensieri (left) of Clover Imaging Group visits with Jean and Lowell Schmidt of McPherson Business Solutions Inc., McPherson, Kansas; Quirk (right) draws a winning name for Phil Boatman of Lexmark during prize drawings at the end of the event; Michael Garofola (left) and Michael Sparger (right) of OKI Data Americas visit with Tom Dimon, Northern Business Systems, Fairbanks, Alaska; and Krystle Guzman (left) of Keypoint Intelligence visits with JoAnn and Mike Brandon of ABC Office Equipment Co. Inc., Spokane, Washington, during a break.

The Gateway to Success schedule included six educational sessions led by (top row, from left) Goldberg; Callinan; Brause; (bottom row, from left) Farrell; McLaughlin; and Whitaker.

n her Gateway to Success session, “The Living Brand,” Dr. Neeli Bendapudi, provost, executive vice chancellor and a professor of marketing at the University of Kansas, challenged attendees to take a close look at their company brands. The perception of all brands, she emphasized, vary and are ever changing.

Bendapudi said she talks about the “living brand” to remind people that a brand is never static. “Why? Because every time you interact with it — especially when you interact with the people [a company’s employees] — the brand either is enhanced and grows, or it declines,” she explained. “If I had my druthers, at the University of Kansas I would have all of my employees ask themselves at the end of the day: ‘Did I build the KU brand? Did I erode the brand or did I keep it static?’”

With any brand, the “experience always trumps the ad,” Bendapudi continued. “You could spend tons of money on marketing campaigns, but when I come in and interact with you, how you treat me, what that interaction is like — that will impact me much more than any ad campaign ever could.”

Bendapudi cited the key areas of focus for brand building.

“There are three layers for any brand — the product, the identity and the equity,” she said. “At the core is the product. Each product is nested within an identity and the identity is then nested in equity.”

When someone talks about the product he (or she) offers, he could talk about its different attributes, features, etc., Bendapudi said. “You could also talk about the quality of what you offer versus what someone else does,” she said. “I looked at a few websites of yours out of curiosity ... It’s fascinating how many of them, when you describe products, tell me about what your products are rather than what they do for me. We call it ‘attributes versus benefits.’ The more technical your offering, the more likely you are to really do attributes only, rather than the benefits.”

Bendapudi quipped that attendees should remember that their customers and prospects listen to the radio station WIIFM (“What’s in it for me?”) “I don’t care what you offer,” she said.

“What I care about is what it does for me. So, how often on your website and when talking to people do you take the trouble to tell them what it means to them?”

There are a couple of ways to think about the next layer of the brand — its identity — Bendapudi said. “One way for you to think about brand identity is to pretend the brand has a personality and to describe the personality of your brand,” she said.

“A second way is to pretend the brand has a relationship with your customer, and the customer describes how they think of the brand. What is the brand to them?”

Dealers should look at the world through their customers’ eyes, Bendapudi advised. “It’s not what you claim,” she said.

“Brand identity is how you want to be perceived, but brand image is how we actually perceive you, and you’ve got to know both. Your identity is your aspiration ... You can claim you’re fabulous, but it doesn’t really matter. Does it match up with how I see you — the image?”

The final layer of a brand, its equity, is “what your brand is in the customer’s mind; how the customer sees you,” Bendapudi said. “If the customer would pay one dollar more to shop with you than a competitor with the same product, you have equity.

If a customer would drive one mile farther to find you when they have a choice, you have equity. If a customer would defend your brand when somebody criticizes it, you have equity.” n — Brent Hoskins www.offi cetechnol ogyma g. c om | J u l y 2017 | 23

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COURTS & CAPITOLS

Legally Speaking Dealers should note these industry changes by: Robert C. Goldberg, general counsel for the Business Technology Association

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ecently, there have been several events that have caused some changes in the office technology industry. This month’s Courts & Capitols column will make you aware of these changes.

Impression Products v. Lexmark International My wife’s printer recently ran out of ink and I was dutifully sent to purchase replacement cartridges. While I failed to purchase the cartridges, I did buy a brand-new HP printer. My instant calculation revealed that the new printer with cartridges would cost less than the price of the cartridges alone. Cartridges are very lucrative to manufacturers and, thus, they have taken many steps to prevent remanufacturers from refilling empty cartridges. Enforcement of patent rights regarding cartridges had been successful in curtailing remanufacturers.

In a 7-1 ruling, the U.S. Supreme Court held that the patent rights to a product are “exhausted” and can no longer be enforced once the product has been sold. This finding applies to both products sold domestically and abroad. This decision gives remanufacturers the ability to recharge cartridges without fear of patent infringement. Reducing costs has been a key component to managed services programs and it is unlikely that manufacturers will discontinue their desire to maintain the lucrative cartridge business. Dealer agreements are likely to contain quotas for supplies; special programs to reward dealers for purchasing supplies will be expanded; and end users will be given incentives to use OEM supplies.

Right to Repair Laws Many years ago, the National Office Machine Dealers Association (NOMDA; now the Business Technology Association [BTA]) was involved in litigation against the Kodak Company for refusing to sell parts to independent service organizations.

The theory was that Kodak had created a monopoly with its parts and stifled competition through its refusal to sell parts to competitors. The case was successful and parts became available to independent service organizations.

A recent case, Red Lion Medical Safety Inc. v. General Electric

Company (GE), confirms the requirement to sell parts to independent dealers. GE had purchased a company that previously sold parts to independent service organizations. GE established a single distributor to sell those parts and that distributor greatly increased prices. This practice eliminated service rivals from the marketplace. The jury awarded Red Lion damages in excess of $130 million.

Like the Red Lion case above, five states have introduced legislation that legally establishes that manufacturers must sell replacement parts to independent servicers and consumers. Diagnostic and service manuals will also have to be public information. Bills have been introduced in Kansas, Massachusetts, Minnesota, Nebraska and New York. The purported goal of this legislation is to reduce costs through enhanced competition. Although primarily aimed at companies like Apple, the legislation will impact the office technology industry as well.

Lease Accounting Changes The Financial Accounting Standards Board (FASB) has approved new accounting rules for equipment leases. For public companies, the rules take effect on Dec. 15, 2018, and for private companies, Dec. 15, 2019. Dealers should become knowledgeable regarding these rules and alert their customers.

The new rules will change how operating leases are accounted for on corporate balance sheets. Instead of appearing as footnotes, they will appear on balance sheets as non-debt liabilities.

The new rules have no impact on income statements. These new rules will be implemented retroactively, so all operating leases will need to be capitalized in financials after the effective dates.

When alerting customers, explain that this is a reporting requirement that does not diminish the benefits of leasing. Ensure that software programs running a business can incorporate the changes. Ask your leasing company for a fact sheet regarding the changes and use it to better become a trusted advisor. n Robert C. Goldberg is general counsel for the Business Technology Association.

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

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Color is the new black and white Say hello to PageWide multifunction printers, transforming the copier market with the lowest color cost-per-page to reinvent how you go about business.

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Lowest color cost per page: Lowest cost per color page claim applies to devices that are not sold under contract: Comparison of HP PageWide A3 devices with the majority of in-class color ink/laser MFPs ($3000-$7499), and color ink/laser single function printers ($1500-$2999) as of January/February 2017; market share as reported by IDC as of Q4 2016. Cost per page (CPP) reported by Gap Intelligence Pricing & Promotions report January/February 2017, comparisons for devices/supplies not sold under contract are based on published specifications of the manufacturers’ highest-capacity cartridges, inclusive of long life consumables, MSRP, and page yield. Average yield based on ISO/IEC 24711 and continuous printing in default mode. Actual yield varies based on content of printed pages and other factors. For more information, see hp.com/go/learnaboutsupplies and hp.com/go/PageWideClaims.

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PRINCIPAL ISSUES

Toner Savvy You can control the costs & free up capital by: Ken Edmonds, Service Management Coach

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ne challenge most office technology dealers face is having the necessary capital to fund the growth they want. Money is funny that way. No matter how much we have, if we have more, we can accomplish more. The goal of this article is to review how your company’s current procedures may be tying up capital that could be better used in other ways.

Think about what happens when you replace another vendor’s equipment.

When you deliver new equipment, your delivery staff members (if properly trained) pick up the old equipment; they should also be picking up the remaining toner stock.

This can be a profit opportunity for you; it is free money.

Perhaps you are already doing this, but develop an internal process to wholesale the supplies. This was a problem for the previous vendor; how much money did it lose in supplies because the client did not make the copies to fund the toner?

Think about how many times that happens in your customer base when competitors upgrade your machines.

How many times does a customer call and request toner and ask the supply person to go ahead and send out two so that he (or she) does not have to call as often? How many times do you deliver equipment with a full set of supplies even though the customer — based on its volume — will not even use one set during the life of the equipment?

Another component to consider is the customer who, during the sales process, shows the sales representative a collection of documents that has 4-percent color toner coverage. In reality, the client’s documents are averaging 50-percent coverage and the contract is bleeding red ink. To make matters worse, the client got locked into a rate for five years.

We have seen numerous accounts in the news where employees of equipment companies have been caught selling supplies online. It may be happening in companies that you service. If so, that is lost profit.

Unmonitored toner shipping can have a direct impact on the profitability of the dealership. Toner that is used in excess, lost or stolen has a direct impact on the company’s profitability.

Toner that is overshipped and recovered still has an impact on aftermarket profitability. These costs are typically expensed

when the item is shipped; since there is no revenue to cover the costs, the profitability looks worse than it really is. This can affect the ability to borrow funds and the market value of the company.

For our discussion, we are going to use an imaginary dealership with 5,000 units in the field. This company has a policy where it delivers a full set of toner in addition to what is installed in the machine. The mix of machines includes 60-percent color and 40-percent monochrome. We will look at the capital involved, using an average of two extra toners sitting on the shelf. Our imaginary dealership has 3,000 color machines with four toner colors; that would result in 24,000 toners on the shelf. We have 2,000 monochrome devices, which results in another 4,000 toners on the shelf. That is 28,000 toners sitting on client shelves — none of which those clients have paid for.

We will use $40 as the cost of black toner and $90 for color toner. We would have 10,000 spare black toners (which would be a total of $400,000) and 14,000 color toners (which would total $1.26 million). That is a total of $1.66 million. I am sure those funds could be better used.

These figures do not include the cost of toners that are sold by dishonest employees. It also does not include the costs associated with clients using more toner than their contracts fund.

The remedy to this problem has three components and we will examine all of them. Some dealers may not have the necessary tools, but all of these are worth reviewing.

The first step I would take is stop shipping extra toner with the machine. What should happen is someone should review the customer’s monthly volume. If possible, use the previous equipment’s meter to establish what the client has been running.

Many models have the ability to display a message alerting the client to the fact that the machine will need toner in the near future. During the key-op training process, show employees the message and the process to order toner. Explain that to maintain the highest quality output, you want to make sure that toner does not just sit on the shelf.

There are several different applications, either from manufacturers or third-party vendors, that provide real-time toner information. If you have this capability, use these tools to

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validate or anticipate the customer’s needs.

Technicians should check This allows dealers to toner stock as part of provide toner when each service call. They the customer actually should return excess toner needs toner. to the supply person, For companies that do not have a remote who would need to credit toner monitoring sysit back to the machine ... tem, train the supply representative to evaluate the toner usage of the customer by comparing the amount of toner with the monthly volume prior to shipping toner. The supply representative should notify management of suspicious orders.

Technicians should check toner stock as a part of each service call. They should return excess toner to the supply person, who would need to credit it back to the machine it came from.

This preserves the contract’s profitability.

I know — none of your competition limits toner. Everyone is worried that they may miss sales because they are different.

However, if all of your competition files bankruptcy, does that mean you want to file bankruptcy? Be the leader in your market, not a follower.

Explain to the customer that to fairly price the service contract, you need to know how much toner his company uses.

Be generous in your estimate and show the client that you are being generous. Make the point that the company’s usage may change, which affects the cost of service. Failure to limit your toner commitment in a contract is dangerous and runs the risk of significant unfunded liabilities.

While you will never completely eliminate unnecessary toner sitting on client shelves, you can minimize the impact.

Going back to our imaginary dealership: If a dealership was only 50-percent effective at implementing these changes, it would have an additional $830,000 in capital available and would improve the company’s P&L by the same amount. n Ken Edmonds is currently employed as a district service manager for a major copier/MFP manufacturer. He has an extensive background in the imaging business, having owned a successful dealership, served as service manager for multiple dealerships and as a document solutions specialist for Sharp Electronics. Additionally, Edmonds has more than 40 years of experience in the electronics and computer fields. He has attended BTA’s FIX: Cost Management for Service workshop, Pros Elite service manager training and the Service Managers Achieve Results training conducted by Strategic Business Associates for Sharp Electronics. Edmonds also completed the University of Wisconsin training program for technical trainers. He can be reached at ken.edmonds@CKE-Enterprises.biz. 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 | J u l y 2 0 17 | 27

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

Dealer Members Laser Systems, Fargo, ND Magnum Print Solutions, Seattle, WA Network Computing Solutions, Topeka, KS Premium Digital Office Solutions, Pine Brook, NJ Rasix Computer Center, Chula Vista, CA SaraMana Business Products, Sarasota, FL Think Ink, Millersburg, OH Vendor Members eesyQ - ISN Partners, Phoenix, AZ FP Mailing Solutions, Addison, IL RISO Inc., Burlington, MA Taylor Business Group, St. Charles, IL For full contact information of these new members, visit www.bta.org.

For the benefit of its dealer members, each month BTA features two of its Vendor or Service Associate members in this space.

BTA Vendor Associate member RISO was founded in 1954 in Tokyo, Japan. The company is a world leader in digital duplicating technology, and is rapidly building market share in digital laser and inkjet printing solutions for businesses.

RISO has repeatedly developed solutions for a variety of specialized sectors in document printing and duplicating, and the company’s products are now sold in more than 150 countries.

RISO strives to create fundamentally unique new technologies in paper-based communication through an approach that emphasizes productivity, cost containment and versatility. http://us.riso.com

Visit www.bta.org/Shipping for more information.

Since 1988, BTA Service Associate member Equipment Data Associates (EDA), headquartered in Charlotte, North Carolina, has improved the direct marketing effectiveness of its clients.

Through a wide range of metrics and analytical tools, EDA provides accurate, equipmentbased market intelligence for a variety of industries. True market insight means having access to the cleanest, most comprehensive market data available. With EDA’s equipmentdata platform of 215,554 buyers purchasing more than 1,248,190 copier/MFPs, duplicators and more, you will have true insight. www.edadata.com

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

A full list of BTA Vendor and Service Associate members can be found online at www.bta.org.

Shipping & Freight Discounts

As a BTA member, you are eligible to receive exclusive discounts and preferred pricing with the leading transportation providers in the industry. BTA has partnered with UPS and YRC (formerly Yellow Transportation & Roadway Express) so you can improve your bottom line with competitive shipping rates. Whether you ship envelopes, packages, crates or pallets, these carriers can provide a solution.

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SELLING SOLUTIONS

What Will Be Your Legacy?

Care about your employees, customers & community by: Melissa D. Whitaker, Melissa Whitaker International

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o you truly care about your employees, your customers and your community?

As a sales manager and/or leader in your dealership, take a moment to ask yourself what kind of legacy you are leaving. Are you showing up just to get by? I hope not. As a leader, you impact (good or bad) every person with whom you engage.

Do you want to be known as a person who truly cares about his (or her) employees, customers and community? What are you intentionally doing to build up others and keep your promises? One of the most important things we have in life is our word. Are you keeping your word? Are you pulling the greatness out of your employees? Are you asking what you can do in the field daily to help customers? Are you willing to give back?

experience that will differentiate your dealership. It’s rare today. Most companies do not slow down enough to give their customers an experience that creates larger deals around value — not price. Most customers do not feel valued and heard.

A recent Forrester Research report reveals that only 27 percent of buyers find that salespeople are knowledgeable about their specific businesses, meaning 73 percent of buyers do not think salespeople understand their companies’ needs. What are you doing to make sure your salespeople are doing the research, have a targeted message and are “earning the right”?

These are just some of the reasons why customers do not show loyalty the way they used to. So, be different. Be bold.

Your Employees Let’s start with discussing your employees. You have been put in your position to help your people create results. This starts at the human element. Your employees are not just numbers — they are human beings with all the complexities life throws us. Have you taken the time to notice what your employees are doing right? Have you given an “attaboy” or “attagirl” to what your employees are doing?

We are constantly encouraged to point out what employees are not doing, but we are not reminded to look for and reinforce what they are doing well. So take a moment to intentionally look for what your employees are doing right and thank them for doing a great job. Ultimately, they want to know if you care about them. When you look after your employees, they will care more about creating results for you. The essence of effective coaching is treating people the way they can be, not the way they are.

Your Community Last but not least, let’s talk about your community. I know we all have busy lives, however, there is a saying: “To whom much is given, much is expected.” So, my questions to you are: Are you giving back? If so, how are you giving back? Can you initiate and lead your company to getting involved in making a difference in your community? The more you give back and show that you care about your community, the more your community will want to give back to you. It goes both ways.

You also may not realize how small the world is until you see how doing one thing can have a ripple effect on an entire neighborhood, community, life, marriage, etc. What if you help others in need and, one day, someone you helped becomes a superstar at your company? Or, what if you create an opportunity for a group or an individual who ends up impacting our world in a major way? You never know.

What will be your legacy? n Melissa D. Whitaker, founder and CEO of Melissa Whitaker International, is co-author of “Pushing to the Front” and “Beat the Curve” with Brian Tracy. She helps executives and their teams achieve alignment and drive profitable sales.

Previously, Whitaker had years of proven sales and management results with leading office technology industry organizations.

She can be reached at (847) 845-4922 or melissa@melissawhitakerintl.com.

Visit www.melissawhitakerintl.com.

Your Customers Now let’s look at your customers. Are you going to be known for caring enough about your customers that you instill excellent customer service? Do you reach out and personally talk to your current customers throughout the year? Do you give your word to customers about resolving issues and hold to it? This is part of your legacy. Be a man or woman of your word.

Support your employees by taking the time to understand your customers’ true needs and not take shortcuts. By serving your customers at the highest level, you will give them an

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PLS-675i Digital Packaging Printer

What does this label cost?

Label dimensions (shown actual size): PLS-2112 toner cost: PLS-675L Package Laminator PLS-175i ink cost: PLS-475 / PLS-875i ink cost:

3.6" x 6.125" $.075 ea. $.029 ea. $.015 ea.

There are several variables affecting the cost of a label. Many times, label consumers buy more than they need, or pay more than they should, based on production volumes. In-house label production combines on-demand printing and complete creative control, giving manufacturers the best of both worlds.

For more information about Muratec’s Precision Label Series, contact your Muratec area sales manager or call 469-429-3320.

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This label was produced by Muratec as an example only, and is not intended to reflect any functioning business.

Cost and measurement estimations should be used only for educational purposes. Muratec makes no guarantees to their accuracy as there are several variables affecting label cost.

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