July 2024 Office Technology

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CONTENTS Volume 30 • No. 1

FEATURE ARTICLES Meet Adam Gregory

10 BTA’s 2024-25 national

president assumes office

DEALERS HELPING DEALERS Electric Vehicle Chargers

26 Are dealers pursuing

this new opportunity?

by Brent Hoskins Office Technology Magazine

Compiled by Brent Hoskins Office Technology Magazine

On July 1, Adam Gregory became the 89th national president of BTA. He first stepped forward as a volunteer for the association in 2017, serving as the 2017-18 BTA Southeast vice president. He has been a member of the association’s national board of directors for five years.

Capture the Magic

16 BTA West hosts event

June 17-19 in California

by Elizabeth Marvel Office Technology Magazine

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

COURT S & C APITOLS ‘Thank You’ is Insufficient

27 It was a privilege to be BTA’s general counsel

by Robert C. Goldberg Former BTA General Counsel

The 2024 Capture the Magic event was held June 17-19, at the Hyatt Regency Huntington Beach in Huntington Beach, California. The event featured an opening night reception, a keynote, main stage sessions, breakout sessions, networking time and a reception honoring Bob Goldberg,

A Significant Shift

18 Preparing for the FTC’s

prohibition of noncompetes

by Jim Kahrs Prosperity Plus Management Consulting

Noncompete agreements have been a staple in the business world. However, the FTC is moving toward prohibiting these agreements. For office technology dealerships, understanding and preparing for this significant regulatory shift is essential.

Forty-seven years of relationships with enterprising entrepreneurs has been the inspiration and motivation to take on the challenges each of you have risked in your own businesses. It is with tremendous thanks that I leave BTA to pursue a more leisurely life.

SELLING SOLUTIONS The Buyer’s Journey

29 Advice for the sales rep

when joining in the middle

by Troy Harrison Troy Harrison & Associates

When buyers call “just wanting a price,” they have completed a significant portion of the “buyer’s journey” — at least in their minds. Today’s buyers are more educated and informed than they used to be, which creates some significant challenges for us.

AI INSIGHT AI Knowledge Management

22 Improving your service

technicians’ productivity

by Jonathan Blakey Technology Assurance Group (TAG)

Every single office technology dealer is being hit over the head with artificial intelligence (AI) hype. And while it is obvious that not every single AI startup will actually “change the world,” it would be foolish for us to ignore powerful technology like AI knowledge management.

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

2024-25 Scholarship Winners Announced

T

he Business Technology Association (BTA) Scholarship Foundation was established in 1968 as the Dorothy R. Ames Scholarship Fund, which was announced in honor of Ames at her retirement dinner.

Today, through what is now the foundation, BTA awards a number of scholarships to the eligible full-time employees and children of full-time employees of current BTA member dealerships. Since the 1984-85 school year, BTA has awarded 1,587 scholarships to deserving students, totaling $1.81 million.

BTA scholarships are awarded based on a review of completed applications, transcripts and essays by an independent, impartial evaluator. For the 2024-25 school year, BTA awarded a total of $32,000 in scholarships to 26 students. The association would like to congratulate this year’s recipients and their sponsoring BTA member dealerships: n Joseph Arcand, EO Johnson Business Technologies, Wausau, Wisconsin n Riley Austin, Atlantic Tomorrow’s Office, New York City, New York n Emily Bourgois, Fireside Office Solutions, Bismarck, North Dakota n Diane Bradley, UBEO Business Services, San Antonio, Texas n Anthony Brown, Current Office Solutions, Bryan, Ohio n Celina Ellenbecker, EO Johnson Business Technologies, Wausau, Wisconsin n Lily Fulford, Loy’s Office Supplies, LaGrange, Georgia n Samantha Gardner, Applied Innovation, Grand Rapids, Michigan n Anna Hamvas, Coordinated Business Systems, Burnsville, Minnesota n Riley Husted, Applied Innovation, Grand Rapids, Michigan

n Lydia Imbrogno, Gordon Flesch Company Inc., Fitchburg, Wisconsin n Allison Joyce, Gordon Flesch Company Inc., Fitchburg, Wisconsin n Garrett Lee, Centriworks | Thermocopy, Knoxville, Tennessee n Nick Marigo, Kyocera Document Solutions Northern California, Santa Rosa, California n Ashley Nierman, Eakes Office Solutions, Grand Island, Nebraska n Bailey Nutter, Eakes Office Solutions Grand Island, Nebraska n Nealy Sankey, Memphis Communications Corp., Memphis, Tennessee n Avery Smartt, UBEO Business Services, San Antonio, Texas n Brinkley Snow, Advanced Business Systems, Tallahassee, Florida n Kelsey Thacker, Kelly Office Solutions, Winston-Salem, North Carolina n McKenna Titulaer, Wisconsin Document Imaging, Green Bay, Wisconsin n McKenzie Turner, Duplicator Sales & Service, Louisville, Kentucky n Stacie Tyndall, Systel Business Equipment Co. Inc., Fayetteville, North Carolina n Daniela Valderrama, Copiers Northwest Inc., Seattle, Washington n Jessica Wakeman, UBEO Business Services, San Antonio, Texas n Alexa Webb, Pacific Office Automation Inc., Beaverton, Oregon The BTA Scholarship Foundation is supported by contributions from individuals, dealerships, manufacturers and distributors. To make a contribution online or to see all of the contributors to the BTA Scholarship Foundation, visit www.bta.org/Scholarships.

The scholarship application for the 202526 school year will be available in December. For more information, visit www.bta. org/Scholarships. 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 Jonathan Blakey, Technology Assurance Group www.tagnational.com Bob Goldberg, Former General Counsel Business Technology Association Troy Harrison, Troy Harrison & Associates www.troyharrison.com Jim Kahrs, Prosperity Plus Management Consulting Inc. www.prosperityplus.com

Business Technology Association 12411 Wornall Road Kansas City, MO 64145 (816) 941-3100 www.bta.org Member Services: (800) 505-2821 BTA Legal Hotline: (312) 648-2300 Valerie Briseno Marketing Director valerie@bta.org Brian Smith Membership Sales Representative brian@bta.org Alicia Hinton Administrative Assistant alicia@bta.org Photo Credits: Adobe Stock. Cover created by Bruce Quade, Brand X Studio. ©2024 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 41 years ago this month — the NOMDA Spokesman, July 1983.

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BTA PRESIDENT’S MESSAGE

2024-2025 Board of Directors President

‘Moving Forward Into The Future’ in 2024-25

I

would like to start my presidency by thanking BTA Immediate Past President Don Risser for his leadership and hard work in the last year.

As we “Move Forward Into the Future,” you will see this phrase, along with #BTAFutureForward, repeated over and over. As the 2024-25 BTA president, my focus will be on moving the association into the future for our members’ needs and their success.

We will engage all types of manufacturers and encourage strong and innovative relationships with dealer members to accomplish success for both. In addition, we will look at BTA events and work to provide highenergy entertainment and speakers, training and guidance that lead dealers down a path to success. We at BTA are excited about and look forward to the next year as we Move Forward Into the Future with the help of the following national and district elected volunteers who have stepped forward to help guide the association alongside me: n National President-Elect and Board Member Debra Dennis, CopyPro Inc., Greenville, North Carolina n National Vice President and Board Member Mike Boyle, BASE Technologies Inc., Bethel, Connecticut n National Immediate Past President and Board Member Don Risser, DCS Technologies Corp., Franklin, Ohio n BTA East President and National Board Member Chip Denlinger, DCS Technologies Corp., Franklin, Ohio n BTA East President-Elect Tim Seeley Jr., Seeley Office Systems Inc., Glens Falls, New York n BTA East Vice President Susan Pangborn, Automated Business Solutions, Warwick, Rhode Island

n BTA East Immediate Past President and National Board Member Joe Dellaposta, Doing Better Business, Altoona, Pennsylvania n BTA Mid-America President Grant Goldsmith, Gateway Business Systems Inc., Munster, Indiana n BTA Mid-America President-Elect D.J. Hastings, Hogland Office Equipment, Lubbock, Texas n BTA Mid-America Vice President Chip Miceli, Pulse Technology, Schaumburg, Illinois n BTA Mid-America Immediate Past President and National Board Member Brett Blake, Corporate Business Systems LLC, Madison, Wisconsin n National Board Member, representing BTA Mid-America, Greg Quirk, JQ Office Equipment, Omaha, Nebraska n BTA Southeast President and National Board Member Blake Renegar, Kelly Office Solutions, Winston-Salem, North Carolina n BTA Southeast President-Elect Richie Creech, CopyPro Inc., Greenville, North Carolina n BTA Southeast Vice President Brice Renegar, Kelly Office Solutions, WinstonSalem, North Carolina n BTA Southeast Secretary/Treasurer Bill James, Jefferson, Louisiana n BTA Southeast Immediate Past President and National Board Member Mike Hicks, Electronic Business Machines Inc., Lexington, Kentucky n BTA West President and National Board Member Scott Reynolds, Imagine Technology Group LLC, Chandler, Arizona n BTA West President-Elect Richard Van Dyke, Advanced Office, Irvine, California n BTA West Vice President Pamela Feld, Triumph Technology Group, Tustin, California n BTA West Immediate Past President and National Board Member Kevin Marshall, Copy Link Inc., Chula Vista, California 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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Meet Adam Gregory

BTA’s 2024-25 national president assumes office by: Brent Hoskins, Office Technology Magazine

O

n July 1, Adam Gregory became the 89th national president of the Business Technology Association (BTA). He first stepped forward as a volunteer for the association in 2017, serving as the 2017-18 BTA Southeast vice president. He has been a member of the association’s national board of directors for five years.

After an honorable discharge from the U.S. Navy in 1999, serving as a boatswain mate aboard the USS Dewart (stationed at Mayport Naval Station, Jacksonville, Florida), Gregory worked for about five years at Atlanta Office Machines in Marietta, Georgia, where he advanced from sales rep to sales manager. Gregory established Advanced Business Solutions (ABS) in 2004 in the Atlanta, Georgia, metro area. He then sold that company and opened ABS in Florida in 2015. Today, ABS has operations in St. Augustine and Lake Mary, Florida. The company has been named Small Business of the Year by the St. Johns County Chamber of Commerce and among the Fastest 50 Growing Companies in the northeast Florida region by the Jacksonville Business Journal. The dealership represents Xerox, HP, Epson and Lexmark. In addition, ABS represents partners such as ConnectWise, Lenovo, WatchGuard, Crexendo, Zultys, Alibi Security and others within its IT, VoIP and security divisions.

Recently, Office Technology magazine had the opportunity to interview Gregory, asking about his career in the industry, the value of BTA membership and his role as a volunteer. Following are the questions asked of him and his responses.

OT: Thank you for your service in the U.S. military. How did your service prepare you for owning ABS? Gregory: It helped me in setting up an organization with a good chain of command. In the military, you do see bad

chains of command. You see guys who kind of mess up the chain. So, that experience helped me a lot with developing the structure of ABS by way of helping me with the things to look for in people. In the military, you have people from all over the country working together. You have to find where you fit and where other people fit best.

So, absolutely, it helped a lot with setting up and building ABS.

OT: How has ABS evolved over the years?

Gregory: We were just a copier dealership until about eight years ago.

ABS is a full-line Xerox dealership, all the way through to production. We are an HP Power Services dealer, and also carry Epson and Lexmark. Those are our main four lines.

When I started in this industry, I was just an OKI dealership.

How many people can say that?

In recent years, we’ve diversified. We are offering managed IT. We’ve been doing that for about five years. We also offer VoIP phone systems from Crexendo and Zultys — thanks to BTA. It was at the association’s events that we development a lot of our vendor relationships. BTA has helped us to diversify.

OT: It has certainly become commonplace to have more than one generation in a family working in an office technology dealership. You and your wife Melissa have seven children, with several Gregorys working at ABS. Tell us about that.

Gregory: My wife, Melissa, handles all of our receivables, including the billing for our contracts. Our daughter Destiny handles all of our logistics, supply shipments and inventory. Adam Jr. is cross-trained. He’s a sales rep, but is also trained to service copiers. Another one of our sons, Austin, is a service technician. They know how to get it done. We

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have a third son who is 16. We’ll see what he wants to do. We would certainly welcome him, but would never pressure him to work in the business. The same goes for our two younger daughters. We have another daughter — our oldest child — who works outside of the industry. Our other employees are like family as well.

We are a tight-knit group.

So, he was the one who got me interested in BTA. Not long after that I received an email from you, saying: “I caught wind that you might be interested in serving as a volunteer.” That’s how it all started.

How has BTA volunteerism helped me? Number one, it’s really helped me pay more attention to my budget, I can tell you that. But seriously, it has given me an opportunity to work alongside other dealers, planning events — putting things together and coming up with ideas. We’re in a situation right now in our industry where we are trying to drive people — to motivate them, right? That’s what BTA volunteerism has done for me. It has given me the opportunity to think of new ideas and bring things to the forefront in order to help our industry and our association. It has helped me to expand my thinking process beyond just Advanced Business Solutions. Instead, my thinking is now about our industry. You don’t really think that way if you’re just solely focused on your dealership.

It [BTA volunteerism] has given me the opportunity to think of new ideas and bring things to the forefront in order to help our industry and our association.

OT: What led you to first step forward as a BTA volunteer? How has serving as a volunteer helped you in your business?

Gregory: That’s easy. It began with Jerry Jackson, a dealer in Kennesaw, Georgia. He’s a good friend of mine.

It was my last year in Atlanta and we were about to return to Florida.

That year, I attended my first BTA event. It was in Orlando. I saw Jerry there and he said: “Adam, I’ve known you a while up in Atlanta. I’m telling you, BTA could really help you. There’s a lot of opportunities to meet and connect with other dealers and to meet vendors that you might never have known existed. Plus, I feel you are a person who could help others. I think you’d fit well in the role of a volunteer for BTA Southeast.”

OT: What is your message to those dealers who, for whatever reason, are not currently

BTA 2024-25 President-Elect Debra Dennis Debra Dennis, BTA’s 2024-25 presidentelect, is vice president of support services at CopyPro Inc., located in Greenville, North Carolina. The company has been a BTA member since 1973. She started her career in the industry in 1986, working at CopyPro in customer support. Today, Dennis has extensive experience in all aspects of the office technology industry, as her position covers support for all the company’s customer-facing divisions.

She has served on the BTA Southeast board since 2008 and on the national BTA Board of Directors since 2020. As a longtime volunteer, Dennis has also been named BTA’s Volunteer of the Year not once, but twice (in 2022 and 2024). In addition, Dennis has also served on the national board for IBPI. She became a BTA volunteer after attending a BTA Southeast-hosted event in Asheville, North Carolina, and the rest, as they say, is history.

“I was about 38 or 39 when I joined the BTA Southeast board and it was a game-changer for me,” she says. “It’s a whole different ball game when you have that inside view and have access to people in the industry other than those you have worked with. You get new perspectives and advice from those who work at different financial levels.”

Dennis is not the only one who has benefited from her service on the board; her company has as well. “We’ve gained a lot of knowledge from networking and have learned different practices that we’ve brought over into our business,” she says. “It really is about

what people are doing and how they’re making money. As a BTA member, you learn what others are doing to grow their businesses, take those practices and adopt them into your own business, and then share that knowledge with other people. It’s been very beneficial.”

When asked about BTA’s successes in recent years, Dennis is enthusiastic about the addition of breakout sessions to the educational mix at BTA events. “I think the way we’ve restructured our events to have the breakout sessions, where you can hear specific things about the part of the business you’re in — whether it’s service, sales, etc. — has been very impactful,” she says. “I also think having a focus on getting new blood into BTA has been great. Once people come into BTA, we make sure they know they are welcome, give them resources and connect them with each other.

“One example is through the Dealers Helping Dealers Discussion Groups,” she continues. “These groups are wonderful and I think they are what BTA is all about — connecting the right people at all times. A member can ask: ‘Have you experienced this?’ And then someone can say, ‘Let me tell you what I did.’ I think that’s the beauty of BTA — the connections made between dealers.”

What advice does Dennis have for other long-time industry employees? “Be a mentor,” she says. “Find people who are up and coming in your organization who share the same passion and want to grow. Spend time teaching them the things that you know and bring them to BTA events. That’s the biggest thing. Bring them to a BTA event because if you do, they’ll be in this industry for life.”

— Elizabeth Marvel

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members of BTA? What do you say to those dealers when you encounter them?

I think about the connections you make through BTA with other dealers around the country, being able to fellowship with them, hear their ideas ...

Gregory: The first thing I ask them is: “Why are you not a member?” I say: “You know, as dealership principals, we think we know everything we need to know about our businesses. We’re stubborn sometimes, right? BTA will open your eyes to help you understand that there are opportunities — things out there — that you’re not paying attention to that you need to look at, you know?” I think about the connections you make through BTA with other dealers around the country, being able to fellowship with them, hear their ideas, hear about some of their successes and failures; you don’t get to hear those things just sitting in your office.

When you just sit in your office, you’re trying to figure these things out alone. But, through BTA, you can call somebody and talk to them. Better yet, when you are face-to-face, you can really share those emotional moments together about the successes in your businesses, some of the setbacks you’ve had, things like that. So, that’s what I say to nonmembers. “You are losing out on those opportunities to not only hear great new ideas that the association is bringing

into our industry, but also making connections that will benefit your company, not just today, but for years to come.”

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

Gregory: For a membership organization, most people would say they are focused on the membership numbers, right? I understand that, but, to me, you drive membership numbers up by providing things that are a necessity at the current moment and will be a necessity in the future, and by ensuring prospective members easily see that when they are considering BTA membership. So, my focus is going to be on the association’s offerings. What can we offer our member dealerships that we’re not offering now that would cause them to see an even greater importance of being a member?

I was talking to a dealer just yesterday on the phone. His company is not a BTA member. It’s never been a member.

But it’s been in business for more than 20 years.

I asked him: “Why are you not a BTA member?” He replied: “Well, I haven’t really had a need.” My response: “How do you know you don’t have a need until you see what’s there?

BTA 2024-25 Vice President Mike Boyle BTA’s 2024-25 vice president, Mike Boyle, is president of BASE Technologies, located in Bethel, Connecticut. He founded the company in 1992 with a partner after Fujitsu discontinued its facsimile business, leaving them unemployed. The company started by selling copier/MFPs, printers and support, but its offerings have evolved over time. Today, it focuses on network support, managed print services and document management solutions.

Boyle served on the BTA East board about 10 years ago, and did a second stint starting in 2019. He then moved on to the national board in 2022. Why did Boyle decide to get involved as a BTA volunteer? “The industry has been very good to me, my family, my company and my people, and I wanted to give back,” he says, noting his time as a previous volunteer and explaining why he decided to return. “This is my second go-around. I served on the BTA East board and then I came off. I was asked if I would do it again, so I’m here now to help on this next level. There’s a need right now, so I want to continue to support BTA.” The benefits of being a BTA member have enriched Boyle’s life and his company’s business, he says. “With all the education and the events, I walk away with nuggets of information that have helped me in so many ways,” he explains. “It helps with decisionmaking. It helps with people. The nice thing about BTA is that it covers such a diverse amount of information. It can be overwhelming,

particularly if you don’t have a lot of experience with it [the industry], but at the same time, if you can pick up a couple of nuggets and take them back, and they help move the ball in terms of advancing your company and your goals, then it’s a success, and that’s what BTA is good for.”

There has been a lot of talk about how the office technology industry is in transition today, and Boyle agrees with the sentiment.

“Our industry is in the midst of a transformation from an evolution standpoint,” he says. “We’re in a mature business and a lot of our members are looking for ‘What’s the next mouse trap? How can we be successful?’ And I’m very sensitive to the needs of members because I look back at when I was a new BTA member and having people who could actually listen and act on my behalf. So I just want to make sure that the board stays true to the core mission of supporting and doing right by our members, and guiding our industry so that we can all enjoy success.”

When asked about his advice to other dealers, Boyle gives a list of seemingly simple responses: “Be honest,” he says. “Be respectful.

Never lose the trust of your staff. Do what you say you are going to do. Follow through. Treat people the way you like to be treated.

You know, I’m not coming out with anything that’s ‘Oh, I’ve never heard that before,’ because guess what? Running our business is still common sense. But being able to do what I just said — and to do it right — requires discipline and fortitude. So if I tell you I’m going to do it, it’s going to happen.”

— Elizabeth Marvel

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You’re talking to me on the phone about expanding in other areas, trying to pick up another line, do all these things. You could go to one place — BTA — and find guidance in all these areas of expansion.” With this example in mind, we need to ensure offerings lead dealers to easily understand joining BTA is something they really need to do. That’s going to be my focus as president.

To thrive in our industry, you have to be willing to see the changes, accept them, adapt to them in the way that fits best for your dealership, and be willing to invest in it.

OT: What are your thoughts on how today’s office technology dealerships can best thrive and grow?

Gregory: That’s easy. Diversification. You have got to diversify. We are not just copier dealers anymore. Those days are long gone. If you are not diversifying, you are going to be left behind.

Beyond diversifying, you have got to make sure your people are in the right positions to succeed. I think that is a big key; if you’re going to grow, you’ve got to make sure that you’re giving your people the opportunities to grow.

When you are diversifying your offerings, it can be very overwhelming for your staff. Your people may be thinking: “I don’t know how to do any of this. What are we going to do?”

So, you have to be willing to invest in your people. You can diversify all you want, but if you’re not investing in your people to do that, it’s not going to benefit you. Instead, it’s going to be more of a heartache and a headache than anything. To thrive in our industry, you have to be willing to see the changes, accept them, adapt to them in the way that fits best for your dealership, and be willing to invest in it. BTA gives you opportunities and connections to help you to invest in ways that are friendly to your budget and open your thought process to those ideas.

Without attending BTA events, I would have never known that TAG [Technology Assurance Group] or WatchGuard existed. It’s not like they advertise on television. If you don’t see them, you don’t know they exist. If you don’t go to BTA events, you’re not going to know those types of companies are even around. Probably 75% to 80% of the vendor contacts I have met who have helped us diversify came from BTA events.

As I mentioned, we diversified into managed IT. Then we diversified into VoIP phone systems. I’m looking at other ways to diversify. We’re just not there yet.

Like I said, owners have to understand where they’re at and when they can take the next step — and it’s going to be different for every dealer. But I do see a day coming when we may add things like LCD displays and security systems — things like that. In fact, we’ve started investigations and are talking

to people about such opportunities, but we are not ready yet to dive in. We must first ensure the areas in which we have diversified are fully succeeding and that we have the right things in place.

OT: Looking to the future, what is your vision and hope for BTA?

Gregory: I would like to see BTA become even more of a “go-to” resource.

Let me give you an example. Let’s say that I have a problem with a vendor that is not just a legal matter. In those cases, I want more dealers to always look to BTA first, and to manufacturers or vendors second. “We’re here for you. You pay your dues. We’re your association. So, if there’s a problem, if there’s an issue, if there is something that you need help getting resolved, BTA can help make the right connections and figure this out.” Don’t get me wrong, we love our vendor members and our manufacturing members, but when something is not right, we want all dealers to turn to BTA first.

How do we get there? I believe we need to further improve how we market BTA, reminding dealers that we are here for them. After all, that is why we’re here, right? We are here to help our members’ businesses grow. So, when a problem arises, I would like to see all of our dealer members turn to BTA first. I think we at BTA need to improve on how we do that. That’s for the BTA board and staff members to figure out. Perhaps we need to reach out to dealer members even more than we do now, saying: “Hey, is everything going well? Is there anything you need from us?” So, in the future, more dealers will think: “If I have a problem, I’m getting on the phone with BTA. They’re going to help me out.”

Another idea I would like to develop originated with a conversation I had a few years ago when talking to thenBTA President Tim Renegar. I said: “Tim, a lot of people know you, from the West Coast to East Coast. And a lot of people who don’t know you may have heard of you — they’ve heard your name or have seen you in BTA’s magazine. Have you ever thought about engaging the BTA board members and saying: ‘Why don’t we, once every month or once every two weeks, share a video of one of the board members that essentially says, for example: “Hey, I just want to let you guys know I’m Adam Gregory. I’m from Florida. I’m on the BTA board. We’re here for you guys. Let us know how we can help you.”’” 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. www.of ficetechnologymag.com | July 2024 | ­15

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Capture the Magic

BTA West hosts event June 17-19 in California by: Elizabeth Marvel, Office Technology Magazine

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he 2024 Capture the Magic event, hosted by BTA West, was held June 17-19, at the Hyatt Regency Huntington Beach in Huntington Beach, California. The event featured an opening night reception at BTA member Advanced Office in Irvine, California, a keynote address, four main stage sessions, six breakout sessions, plenty of networking time and a special reception honoring Bob Goldberg, former BTA general counsel, who retired on June 30.

The keynote address, “Market Conditions Don’t Determine Growth … You Do!” was presented by Mark King, former CEO of Taco Bell Corp. and TaylorMade, and former president of adidas North America. The additional main stage sessions: “Benchmarking for Office Technology Dealerships in the Post-COVID Era,” with Todd Johnson, Strategic Business Associates; “An Industry in Transition,” with Bob Goldberg and BTA General Counsel Greg Goldberg; “Evaluating Hardcopy OEM Partner Programs,” with Robert Palmer of IDC; and “Intelligent Printing: How AI is Revolutionizing MPS,” with Anne Valaitis of Keypoint Intelligence. The breakout sessions were: “Revolutionizing Sales With Automation & AI,” with Shawn Peterson of Quantum Business Solutions and “Optimizing Your Sales Machine,” with Peterson and Katie Landaal of ZoomInfo; “GenAI Strategies to Reduce COGS & Supercharge Workflow Efficiency” and “Creating Your Own GPTs: No Coding Required,” with West McDonald of GoWest. ai; and “Elevating Your Business Results With the Entrepreneurial Operating System (EOS),” with Sally Brause of GreatAmerica Financial Services Corp. and the “Strategic Business Results: Office Technology Providers Talk EOS” dealer panel, moderated by Brause.

BTA’s next district-hosted event, Gateway to Success, will be held Sept. 24-25 at the Grand Hyatt San Antonio River Walk in San Antonio, Texas. For more information, see pages two and three or visit www.bta.org/BTASanAntonio. n Elizabeth Marvel is associate editor of Office Technology magazine. She can be reached at elizabeth@bta.org or (816) 303-4060.

Clockwise from top: The 2024 Capture the Magic event featured a keynote address, four additional main stage sessions, six breakout sessions, time to visit with peers and exhibiting sponsors, an opening reception on the first evening, and the Bob Goldberg Appreciation Reception on the second evening, which included a performance by Rolling Stones tribute band SATISFACTION; 2023-24 BTA West President Kevin Marshall serves as emcee on the second day of the event; King presents his keynote address; 2023-24 BTA President Don Risser presents the 2024 Volunteer of the Year Award to 2023-24 BTA Vice President Debra Dennis, who won the award for the second time; and attendees enjoy the opening night reception hosted at BTA member Advanced Office.

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Clockwise from above left: Johnson, Greg Goldberg (left) and Bob Clockwise from above left: The breakout sessions were preGoldberg, Palmer and Valaitis present their main stage sessions. sented by Peterson, McDonald, Brause and Landaal.

The breakout session dealer panelists were (left to right): Dean Above, left to right: Steve and Stacie Benich of Golden State Copier Swenson, The Swenson Group, Livermore, California; Ken Stau& Mailing Systems, Camarillo, California, visit with Mia Partipilo bitz, Modern Office Methods, Cincinnati, Ohio; and Richard of FP Mailing Solutions during a break between sessions.

Van Dyke, Advanced Office, Irvine, California.

Celebrating the 47-Year Career of Bob Goldberg Alongside video tributes sent by members of the office technology industry, several longtime industry executives gave in-person tributes at the June 18 Bob Goldberg Appreciation reception. Among them (top photos, left to right): Mike Stramaglio, Jim D’Emidio, Larry Weiss and (bottom right) Frank Cannata. Bottom left: Goldberg gives his final farewell at the end of the presentations.

Bottom center: 2023-24 BTA President-Elect Adam Gregory presents the BTA Hall of Fame award to Goldberg. www.of ficetechnologymag.com | July 2024 | 17

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A Significant Shift

Preparing for the FTC’s prohibition of noncompetes by: Jim Kahrs, Prosperity Plus Management Consulting Inc.

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oncompete agreements have been a staple in the business world, providing a measure of security for companies looking to protect their proprietary information and competitive edge. However, the Federal Trade Commission (FTC) is moving toward prohibiting these agreements, claiming it will enhance employee mobility and promote fair competition. For office technology dealerships, understanding and preparing for this significant regulatory shift is essential. This article outlines the steps companies should take to navigate and adapt to this impending change.

Understanding the FTC’s Prohibition The FTC’s ban on most noncompete agreements is set to take effect this fall. It is being challenged by the U.S. Chamber of Commerce and the National Federation of Independent Business, among others. Unless these challenges succeed, the new rules will go into effect on Sept. 4, 2024.

The ruling calls for a ban on enforcing noncompete agreements with employees and does not allow for new noncompete agreements to be put in place. There is an exemption for senior executives, defined as those earning more than $151,164 and being in policy-making roles. For these employees, noncompete agreements may still be enforceable.

However, no new noncompete agreements may be put into place for these exempt employees after the ruling takes effect. There are also exemptions for noncompete agreements with the owners of a business when it is sold.

In short, the rule prohibits putting new noncompete agreements in place, enforcing existing noncompete agreements and prohibits companies from representing that a worker is subject to a noncompete agreement. It further states that employers must notify employees who were subject to noncompete agreements they will not be enforced after Sept. 4. The rule states this notice may be delivered to employees by hand, by mail, emailed to the employee’s work or personal email address, or via text message.

The driving force behind most noncompete agreements is

a desire to protect company secrets, customer data and the investment made in employees. No one wants to hire an employee, invest in his (or her) training, and share company and customer data only to have the employee leave and use this data to compete. Protecting your investment and company data going forward will require planning and adjustment. The remainder of this article outlines recommended strategies for achieving these important goals.

Steps to Prepare for the Prohibition (1) Review Existing Agreements — The first step is to audit current employee agreements. You will want to identify all agreements you currently have in place that contain noncompete clauses. Determine if any are with exempt employees. When reviewing the agreements, pay close attention to the distinct roles employees play, what information they have access to and what you have invested in their training and development. Understanding these will give insight into what is needed to provide protection going forward.

(2) Seek Legal Guidance — Given the complexity of the legal landscape, it is critical to consult with legal experts who specialize in employment law. They can provide updates on the regulations and how they apply to your specific situation, can help assess risks, and advise on strategy and direction. Any time you are dealing with employment law, it is important to have good advice from someone who knows the law and, in particular, the laws governed by the state and local jurisdiction in which your business is located.

(3) Revise Existing Employment Contracts and Policies — With legal advice in hand, the next step is to revise employment contracts and internal policies to comply with the FTC’s new rules. This includes: n Removing noncompete clauses: Eliminate any noncompete provisions from existing and future contracts. Often, this will require the creation of new agreements that should be fully executed by the employees and company. n Creating nondisclosure agreements (NDAs): Creating or

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strengthening NDAs will protect sension how to draft agreements properly and tive information and trade secrets withwithin the law. Properly drafted agreeBuilding a strong out restricting employee mobility. NDAs ments will allow for future enforcement. plan will not only should clearly cover all business and Improper agreements may be unenforcehelp you protect the trade secrets, employee information, cusable, leaving you vulnerable to challenges employees you have, tomer information, sales strategies, pricand with an unprotected business. but it may be a catalyst ing strategies, etc. While you will not be (7) Communicate Changes Clearly able to prevent an employee from taking to Employees — Communication with to attracting new a job with a competitor, you can legally employees about the changes can help employees as well. limit what information he can disclose build trust and is a requirement of the after leaving your employment. new FTC rules. Per the ruling, employees n Implementing nonsolicitation agreements: Your cus- must be informed that the noncompete agreement they signed tomers and employees are your most valuable assets. One cannot and will not be enforced after Sept. 4. As listed above, way to protect these assets is with nonsolicitation agree- I suggest combining the communication of the FTC rule with ments. These ensure that employees cannot solicit custom- implementing new NDAs, confidentiality agreements and ers or co-workers for a certain period after leaving the com- nonsolicitation agreements. The required notice gives you an pany. You will want to be sure the scope of the agreements opportunity to educate your employees on the changes and meets legal standards for your area. outline what their obligations are going forward. In this meet(4) Enhance Internal Protections — In the absence of ing, you can explain the rationale behind the change and renoncompete agreements, you should bolster internal protec- mind employees of the things you are doing to enhance their tions to safeguard your business interests. This starts as listed employment and lives. Maintaining open and honest commuabove, with reviewing and strengthening your confidentiality nication with your employees leads to trust and loyalty. policies and agreements. You will want to clearly define what information is protected and not to be disclosed to others.

Conclusion Next, I recommend reviewing and, if needed, improving The prohibition of noncompete agreements represents a sigdata security. Does your system allow you to restrict access nificant shift in employment law, with profound implications to only data employees need to fulfill their roles? Can your for most businesses. By understanding these changes and taksystem be locked down so employees cannot export sensitive ing proactive steps to adapt, companies can ensure complidata? Are you able to lock employees out of the system when ance while continuing to protect their business interests. they leave? Identifying what data should be confidential and Conducting a comprehensive audit, seeking legal guidenhancing the protection of this data is one of the best ways ance, revising contracts and policies, enhancing internal to prevent it from being shared with or used by a competitor. protections and fostering a strong company culture are all (5) Develop a Strong Company Culture — A positive and critical steps in this process. Additionally, staying informed supportive company culture will reduce the risk of employees about regulatory developments, training key personnel and leaving for competitors. Employees who are happy with the communicating changes clearly to employees will help navcompany and how they are treated are less likely to look for igate this transition smoothly.

Embracing these changes not only helps with compliemployment elsewhere. They are also more likely to be loyal and protective of the company. While compensation is a big ance, but also positions companies as forward-thinking part of this, an environment of mutual respect tends to foster and employee-friendly organizations. This, in turn, leads to loyalty in employees. Investing in training and development, employee loyalty and lower turnover. Building a strong plan building strong employee relationships, providing strong will not only help you protect the employees you have, but compensation and benefits, supporting causes your employ- it may be a catalyst to attracting new employees as well. n Jim Kahrs is the founder and president of Prosperity Plus ees feel strongly about and generally being a caring employer Management Consulting Inc., which has been collaborating all lead to employee satisfaction and keep employees with with companies in the office technology you. These programs have always been pillars for strong comindustry since 2001, building revenue panies. Now they are even more important than ever. and profitability, and helping dealership (6) Train Managers and HR Personnel — Effective impleowners execute successful exit strategies. mentation of new policies requires thorough training of those He can be reached at (631) 382-7762 or responsible for enforcing them. Be sure your management jkahrs@prosperityplus.com. team members know the new rules and fully understand Visit www.prosperityplus.com. them. Anyone dealing in human resources needs to be trained 20 | ­w ww.of ficetechnologymag.com | July 2024

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AI INSIGHT

AI Knowledge Management Improving your service technicians’ productivity

by: Jonathan Blakey, Technology Assurance Group (TAG)

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very single office technology dealer is being hit over the head with artificial intelligence (AI) hype. And while it is obvious that not every single AI startup will actually “change the world” or change the industry for office technology dealers as they promise, it would be foolish for us to ignore powerful technology like AI knowledge management, especially when it can help us thrive.

In this article, I will address how you can harness AI knowledge management to increase technician productivity, improve your customer experience and boost profits. But let’s start with a question: What percentage of your technicians’ time would you guess is spent working versus searching for documentation? The answer is 50%.

Good leaders do not micromanage. They hire great people, set clear expectations and get out of the way. However, in the office technology space, this approach to management can backfire.

Due to business owners’ respectful intentions, when their technicians tell them, “It took 90 minutes to fix the issue,” they do not ask, “But what specifically did you do, broken down into 15-minute intervals?” If a technician were to explain, he (or she) would say: “Well, first I had to research X. I tried it and it didn’t work, so I had to research Y. But then I finally tried Z and that resolved the issue.” However, most business owners simply accept that “it takes however long it takes.”

They accept the learning curve for technicians and know that with more time on the job, more experiences and collaborative conversations with co-workers, they will grow in their capabilities. They assume the learning curve is a cost of technician training. Yet, with AI knowledge management, all that knowledge acquired through research by individual technicians can be centralized, collected and understood by a central repository that has the ability to transfer that knowledge to other technicians.

AI knowledge management is so powerful because it aggregates all the great ideas your team comes up with and ensures that every technician has access to that level of expertise at the moment he needs it. Effectively, every technician can rapidly become an expert technician. If any one of your techs can figure it out, all of your techs have the answers at their fingertips, without the clutter, misinformation and noise on the wider internet.

This is one of the ways you truly begin to outgrow your competition because your technicians’ learning curves are much faster than your competition’s. After all, if your techs are still

“Googling it,” what competitive advantage do you really have over a newer, hungrier startup?

Technicians face myriad challenges daily, from diagnosing obscure error codes to sourcing the right parts for quick repairs. AI knowledge management serves as a repository of valuable information, constantly learning and evolving to provide technicians with instant access to solutions, best practices and troubleshooting guides.

When AI knowledge management is set up properly, it can understand and respond to technicians’ questions in plain language. This means that instead of sifting through manuals, technicians can simply ask the AI questions and receive instant, relevant answers.

For instance, a technician might ask, “What does error code E020 mean?” and the AI can provide a detailed explanation and solution steps. The magic here is that it is so simple they will actually use it. And if your team is using it, it is getting smarter, more efficient and robust.

Without AI knowledge management, the asset of technician expertise resides inside the minds of your staff members — who can get sick, quit, go on leave, etc. — instead of retaining that asset within your company infrastructure. With AI knowledge management, you retain those assets and add a multiplier to all future human capital.

While this benefit cannot be overstated, the most immediate

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benefit is that it turns 45 minutes of ren Consistent, High-Quality Service: search into three minutes of research.

With AI providing standardized solutions The decision to implement Multiply this productivity increase by your based on the latest data, your customers an AI knowledge base ... headcount/number of service tickets and will experience uniform, high-quality seris more than just a you will understand why we at Technology vice regardless of which technician they technological upgrade, Assurance Group are so passionate about encounter. This means they do not have to sharing this information. face one of the most ubiquitous and frusit is a strategic move that As the owner of an office technology trating issues every customer faces — recan secure the future dealership, the benefits are huge, but we peating themselves over and over again to success of your company. know you are constantly looking for ways new staff members. This consistency builds to stay ahead of the competition, improve trust and strengthens your reputation, not service quality and boost your bottom line. to mention makes it much easier to scale.

Here is a more detailed look at why this technology is crucial n Accelerated Technician Training: New technicians at this point in time and what the future holds for those who can quickly become proficient by accessing AI knowledge embrace or ignore this technology: management, which serves as a virtual mentor they can have n Enhanced Efficiency & Productivity: AI knowledge conversations with. This reduces the training period and almanagement centralizes all the critical information — manu- lows your team members to be more productive sooner. Their als, service logs and troubleshooting guides — into one easily technical skills will rise more quickly to match the level of accessible digital repository. This means your technicians can your best technicians. quickly find solutions to even the most complex issues, reducn Cost Savings & Revenue Growth: Improved efficiency ing downtime and increasing the number of service calls they and faster resolution times translate to lower operational can handle daily. costs and higher profitability. Additionally, satisfied customers are more likely to remain loyal and recommend your services to others, driving revenue growth.

While the prevalence of AI is widespread and largely overstated, office technology dealers need to understand the impact that AI knowledge management can have on their businesses.

The decision to implement an AI knowledge base for your technicians is more than just a technological upgrade, it is a strategic move that can secure the future success of your company.

By embracing AI, you position your organization as an industry leader, improve service quality, improve the customer experience and significantly enhance your bottom line. Do not let your dealership become the modern equivalent of the fax machine in the age of the internet (or at least do not let yourself be quoted saying you “don’t need AI”). Embrace this aspect of AI today to ensure you thrive in the rapidly evolving landscape of office technology. n Jonathan Blakey is vice president of technology at Technology Assurance Group (TAG). He is responsible for driving implementation of operational best practices, adoption of new technology and enhancing service delivery.

TAG is an organization of managed technology service providers (MTSPs). Collectively, TAG’s members do more than $800 million per year in IT, cybersecurity, telecommunications, video surveillance, access control and MFPs. They are located in 150 marketplaces across the United States and Canada, and are presently serving more than 780,000 SMBs. Blakey can be reached at jonathan@tagnational.com.

Visit www.tagnational.com.

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DEALERS HELPING DEALERS

Electric Vehicle Chargers

Are dealers pursuing this new opportunity?

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 many of the answers received. These answers and others can be found in the members-only section of the BTA website.

Visit www.bta.org/DealersHelpingDealers.

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

Is anyone doing electric vehicle (EV) charging stations? Do you think they are worth pursuing?

Why or why not?

“Not yet, but because security cameras, IT and MNS would be part of the solution offered, we see multiservices sales opportunities with each proposal, especially with the government funding part of EV purchases.”

Michael Hicks, president Electronic Business Machines (EBM), Lexington, Kentucky “Yes, we are. It is an alternative product line. Print and IT are really commoditized, but EV charging will be, too, soon enough.”

Mark Van Den Hoek, owner The Office Advantage, Mitchell, South Dakota “I know of one dealer who tried. From what I know, it wasn’t a huge success. We will not be pursuing them anytime soon.

We need to focus on what we offer today.”

John Hastings, executive vice president, Imaging Division Loffler Companies Inc., Minneapolis, Minnesota “Honestly, in our area they are not high-demand items. EVs in our area are viewed as high-priced items, not really ready for real-world use (especially in rural areas), and government mandates will not change their inefficiencies.”

Brian Bence, executive director of sales Shenandoah Valley Office Equipment (SVOE), Verona, Virginia “We looked into it briefly, but decided we have enough diversification already. Seems a little too far outside our model.”

Tim Renegar, president Kelly Office Solutions, Winston-Salem, North Carolina

“It is a low cost of entry and a new industry, as our traditional industry is shrinking. I’ve been doing it for years. The volume is not great, but I’m in Alabama. I think it’s been a good move. Don’t do residential. See to your current customer base.”

Nick Lioce, president The Lioce Group, Huntsville, Alabama “If I could find the hybrid vehicles for my service department, I would do it.”

Dale Rachal, CFO ABM Office Solutions, Alexandria, Louisiana “No, we do not see this option fitting inside our office environment product lines.”

Rocky Frost, COO ImageNet Consulting LLC, Oklahoma City, Oklahoma “We are not. We are busy just keeping up with MFP/ printer installations that are in demand. We don’t have the resources or manpower to consider something outside the office environment.”

Mike DelBorrello, president Cyan Sky Copier Technologies, Schnecksville, Pennsylvania “We are not doing them at Altek. We have discussed it, but our top priorities other than copier/MFPs have been IT and cybersecurity. We are pivoting into compliance as a service by end of the year, and high-level IT security.”

Adam Volpe, vice president of sales Altek Business Systems, Telford, Pennsylvania “They are way out of my comfort zone.”

Kent McBride, president PBP Tech, Sophia, West Virginia “I don’t think they fit well with our other products and our customer base.”

Dean Woroniecki, president Affordable Business Systems Inc., Delmar, Maryland 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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COURTS & CAPITOLS

‘Thank You’ is Insufficient It was a privilege to be BTA’s general counsel

by: Robert C. Goldberg, Former BTA General Counsel

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orty-seven years of relationships with enterprising entrepreneurs has been the inspiration and motivation to take on the challenges each of you have risked in your own businesses. Fortunately, with industry support, great advances have been accomplished in the office technology industry.

In January 1977, when I first encountered the National Office Machine Dealers Association (NOMDA; now the Business Technology Association [BTA]), photocopiers were just gaining acceptance throughout the business world. In those times, the designation of “Made In Japan” had the connotation of an inferior product. Japanese companies marketed their products under names like Royal and Saxon.

The race to release products with the latest features caused considerable difficulty and expense for dealers. Product brochures included features that had yet to be implemented. Product testing was inadequate and the labor for repairs was the dealer’s responsibility. One-sided dealer agreements made objecting dealers fearful for their product authorizations. NOMDA fought to level the playing field and, today, BTA enjoys partnership relationships with manufacturers and suppliers. The industry has moved from the courtroom to the conference room.

Over the years, inspiration has been gained through the generosity and charitable endeavors of the industry. In countless ways, the industry has given back to those less fortunate, those with illnesses, those who served, Rotary Clubs, chambers of commerce and local sports teams. BTA members are an integral part of their communities and share financially, with time and encouragement. BTA Channel charitable efforts are a standard for all to follow.

There are countless people to thank for guiding me throughout this journey. I have made friends around the world and value every relationship. I have grown with your families and you with mine. Alan, our youngest son, was born during a NOMDA convention in New Orleans, Louisiana. He is now a practicing cardiologist.

We have lost many of our leaders and a day does not pass where one of them does not come to mind. My earliest mentor was A. Gordon Adams from San Jose, California. Gordon led the NOMDA Industry Relations Committee and worked with suppliers and dealers on industry disputes. He taught me lessons that benefited the association throughout my tenure.

It has been a privilege to have been with NOMDA/BTA. The association has afforded me professional accomplishment, a fulfilled life and much happiness. Your support, collaboration

Clockwise from top: Bob Goldberg and Greg Goldberg at the 2024 BTA National Conference; Goldberg poses with his BTA Hall of Fame award at the Bob Goldberg Appreciation Reception held June 18 in Huntington Beach, California; and Goldberg in his early years at NOMDA. and friendship have been a cornerstone of my career. Together, we have achieved remarkable things, and it has been an incredible experience to be part of such a dedicated association. Each challenge, opportunity and interaction has shaped me into the person I am today and, for that, I am eternally grateful.

Though I may be retiring as BTA general counsel, I leave knowing that the organization is in capable hands. It is with confidence that I know Greg Goldberg will carry on with the same dedication and commitment to the industry.

Finally, I want to thank my wife, Carol. She took a lead role in parenting our family while I traveled on behalf of BTA. Any success is earned to a great extent through her efforts and support.

As stated in the headline, “thank you is insufficient.” However, it is with tremendous thanks that I leave BTA to pursue a more leisurely life with family and friends. Thank you for 47 remarkable years. n Robert C. Goldberg is former general counsel for the Business Technology Association.

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

Dealer Members A-Tec Office Solutions, Stockton, CA ABD Office Solutions, Corona, CA CVCC Business Solutions, Fresno, CA Gold Coast Technologies Inc., Pompano Beach, FL Leader Office Solutions, Irwindale, CA Lynn Imaging, Lexington, KY Noordyk Business Equipment, Grand Rapids, MI Office Automation Solutions, Livermore, CA Quality Office Products & Service, Baton Rouge, LA Consultant/Trainer Member John Hollister LLC, Birmingham, AL Vendor Members AMETEK ESP, Waukegan, IL etherFAX, Holmdel, NJ Upland Software, Austin, TX For full contact information of these new members, visit www.bta.org.

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

Upland Software, headquartered in Austin, Texas, enables global businesses to work smarter with more than 25 proven cloud software products that increase revenue, reduce costs and deliver immediate value. Its solutions cover digital marketing, knowledge management, contact center service, sales productivity, content life-cycle automation and more. Upland’s powerful cloud products are trusted by more than 10,000 customers and 1 million users around the globe. Contact Upland to learn how the company helps businesses achieve outcomes that matter. https://uplandsoftware.com Many business owners find that their paperwork and accounting tasks have grown to the point that more resources are needed. John Hollister LLC offers businesses a chance to solve these problems through its professional financial management services.

You can leverage the power of cloud-based accounting software and enjoy paperless records and receipt scanning from your desk and smartphone. The company offers fixed monthly billing and a choice of packaged services so you can choose the level of support that is right for you. https://john-hollister.com A full list of BTA vendor members can be found online at www.bta.org.

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SELLING SOLUTIONS

The Buyer’s Journey

Advice for the sales rep when joining in the middle by: Troy Harrison, Troy Harrison & Associates

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hen buyers call “just wanting a price,” they have completed a significant portion of the “buyer’s journey” — at least in their minds. In 2019, Forbes magazine published a study saying that the average B2B buyer has completed 57% of his (or her) buyer’s journey before ever contacting a sales rep.

In researching this article, I found a number of posts that argued with the 57% number, but I never found one that could effectively argue with the concept that buyers are performing much more of their own due diligence and research before involving a salesperson. As I have been saying for years, it is a different world. Today’s buyers are more educated and informed than they used to be, which creates some significant challenges for us: (1) Your buyer doesn’t trust you. A 2017 HubSpot study concluded that only 3% of buyers consider salespeople to be trustworthy. That is a kick in the pants, isn’t it? At least we beat out lawyers and politicians, but that is not exactly good. When a buyer calls saying that he knows what he needs and just needs a price, that is an expression that he does not trust salespeople to accurately define his needs and assist in a solution.

(2) Your buyer has done a lot of research and not all of it may be correct. Research on nearly any topic is both plentiful and readily accessible today, but that is a double-edged sword. Most articles, guidelines, white papers and other forms of internet research are nonspecific and one-size-fits-all. The buyer’s journey may be different between industries — or even companies and product lines within the same industry. That means your buyer can access a lot of information that might actually run counter to what he really needs, because it is not specific to your buyer’s situation.

(3) Buyers do not know what they do not know. Even when defining their own needs, buyers might be asking the wrong questions of themselves, their counterparts and co-workers.

We add value when we can be a part of the investigation phase of the buyer’s journey — if the buyer will allow us in.

(4) Competitors may have guided their research. We have all seen this one. We get an RFP with specifications that are obvious attempts to limit offerings to one company’s products or services, and we know that a competitor helped set the standard. Today, it does not have to be a bid spec. A buyer with a preexisting relationship could have had that salesperson point them to sources of research that favor your competitor, thus setting the standard for the purchase. The road here is uphill.

What you must realize is this: When a buyer calls asking for a price, or even a demo of a specific product, he believes he has completed a substantial part of his own buyer’s journey and that he has completed it correctly. Whatever you do from here, you absolutely must respect the work he has done.

If you do not, he will disconnect from you and buy elsewhere.

Here are some ways to position yourself as a key part of the buyer’s process: (1) Show respect. If you come off as a know-it-all or condescending, your buyer will immediately assume that you are trying to get one over on him (remember that 3% number) and either disconnect or make it incredibly difficult for you to impart your knowledge and expertise. Instead of saying, “How do you know that’s what you need?” ask a question like, “Wow, you’ve obviously done your homework! Knowledgeable customers make my life a lot easier. Just out of curiosity, would you mind telling me how you researched and found our product to be the one you need?” Hopefully, he will give you enough information to let you know exactly where he is in his journey.

(2) Have two to three great questions to ask. If your buyer believes that he already has the answers, he is not going to give you much time for a full discovery. What you need to do is have two or three really great, incisive questions to ask to pinpoint his needs. Sometimes, the answers to these questions will let you know that his research is right on target. Other times, it is wrong. If his research is on target, you may want to move ahead with him in his journey to the evaluation step. If he is wrong, a more gentle approach is needed. www.of ficetecthnologymag.com | July 2024 | 29

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for and that you would rather not sell him (3) If there’s a pitfall, expose it — but something that will not meet his needs. Furin a different way. Sometimes there are As I always say, when ther, you hope that you can recontact him common pitfalls with products or sersalespeople complain down the road. vices that nobody talks about and that you about the new trends Keep the relationship whole; few things cannot easily find with internet research. in customers, get good build trust and credibility quite like refusThese are things that your buyer must ing to make a sale. That is pretty much the know. But remember, you have to respect at dealing with them opposite of the behavior of those salespeohis knowledge. and you can separate ple who created that 3% trust statistic.

The approach here is to say: “Well, as yourself from the pack.

Joining the buyer’s journey in the midmuch research as you’ve done, I’m sure dle is a challenge. It is a challenge that beyou already know about X problem. Do we comes more common each day. As I always need to talk about that?” If the buyer is not aware, this could be a “Wait, what?” moment for him. Now say, when salespeople complain about the new trends in cusyou have credibility and can go back through the investiga- tomers, get good at dealing with them and you can separate yourself from the pack. Within change lies opportunity. Let’s tion phase.

(4) Do not sell him the wrong stuff. Sometimes you will go capitalize on it. n Troy Harrison is the author of “Sell Like You Mean It” through as much due diligence and questioning as possible, and “The Pocket Sales Manager.” and not only is your buyer determined to buy something that He helps companies navigate the elements of will not fix his problem, but he is also getting mad at you for sales on their journeys to success. attempting to guide him. This situation is no fun at all. Believe To schedule a free 45-minute Sales Strategy me, I have been there. Sometimes you have to lose a sale now Review, call (913) 645-3603 or to win a relationship later. email troy@troyharrison.com.

Politely but firmly explain to the buyer that, based on your Visit www.troyharrison.com. experience and expertise, he will not get the result he is looking

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