Over 2 1/2 years since a post and guess what...not much has changed.
I guess I'm just not one for keeping a blog going when there's nothing fresh to talk about.
Sure there are new players, lots of mergers and strategy changes, but really...has much changed?
It seems that the debate over "what is MPS" has finally died down, but the evolution of the business model that everyone talked about just doesn't seem to be as dramatic as it was made out to be.
Maybe it's just me, but I still see basically the same competitors (locally and nationally), I haven't seen 50% of copier dealers magically go out of business in my area, and, quite frankly, copier dealers still look pretty much the same to me.
Sure most are now servicing printers in addition to their copier OEMs of choice, but I know of very few that have completely abandoned their old business model. At the end of the day they're still selling boxes and billing for those sacred clicks.
The data point that hammers home the point for me is looking at Photizo's Hybrid Dealer Index. This is the measurement of the leaders in the MPS field...those who are moving towards the almighty Stage 4. Look at the data that is collected and tell me what you see.
Printers under contract
B/W clicks under contract
Color clicks under contract
Technicians per device
I thought those moving to Stage 4 were moving their clients away from print, managing networks, and managing business processes. If that's the case then what's the point of measuring MFP versus printer clicks??
Perhaps I'm a bit cynical here, but it appears to me that the vision has been lost by most. The revenue growth from printer clicks appears to have been enough to distract almost everyone from the big picture.
Now the conversation has moved to Managed Network Services. It's the salvation of the traditional copier dealer filled with untold riches and, by the way, if you're not in this business in 5 years you'll be shutting your doors.
This time they REALLY mean it...I think.
Showing posts with label strategy. Show all posts
Showing posts with label strategy. Show all posts
Tuesday, August 21, 2012
Wednesday, June 17, 2009
Customers Don't Know What They Don't Know
Posted by Ken Stewart (LinkedIn, Blog)
How many times have you been attempting to talk to a potential client and they are just not picking up what you are putting down? You can tell the light bulb just hasn’t turned on as you are presenting…
Now, how many times have you been sold to by someone you didn’t think understood your problem, your need, your “hot button”?
For those in the document imaging business dealing with, struggling with, or embracing what has been termed as Managed Print Services (MPS) or even electronic Document Management Systems (eDMS), this is all to often the case. The customers just are not getting the concepts.
What is even more frustrating is when I support account managers that just don’t get it either. They haven’t flipped that switch to helping in a more consultative manner. Don’t get me wrong, these reps aren’t trying to sucker clients into buying something they don’t need, but they are an empty suit - throwing out buzz words like “right-sizing” , “TCO” (total cost of ownership), and my favorite - “solutions”.
When I ask, just what is a “solution” anyway? I get all manner of answers, but the bottom line is that there is no 1 definition of “solutions”.
So I would ask, what are you selling your customer if you don’t know? That’s the first question; you must know yourself and your line up to be effective in helping your customer solve - get this folks - THEIR business problem.
Not your business problems; their business problems.
Next, how do you sell to a customer who doesn’t have that light bulb moment about your “solution” to their problem - or doesn’t think they need your “whiz-bang”?
Education
Education is the key to enlightening customers. It isn’t enough to tell them they need it, they have to understand operationally how they need it, how it impacts them, and how they can be better with your solution than without.
Education requires investment, on your behalf, as well as caring for your customer. There is no shortcut to relationship building, and you wouldn’t want that.
You have to teach your clients the difference in a McDonald’s hamburger and a Filet Mignon; you have to show them the value of a marriage with you versus a one-night stand.
Folks, if you are not talking the same language as your customers - and your customers don’t get the emotional and operational impact of what you are selling, you are not going anywhere.
The 1-2-3’s of MPS
In summary, your customers might be just starting to talk about getting a handle on their document output costs as a tactical reaction to today’s economy. But most haven’t even heard of MPS- and even fewer understand cost reduction as a strategy, or the long tail of e-DMS strategies.
Why not?
Simple: Education.
Three to five years ago, many customers didn’t know what ’scanning’ was - unless you were talking about a police radio or reading a book very fast. Through the advent and proliferation of technology, this is now a must have in just about every office in America - and it comes with the MFP of your choice… there is almost no option. Scanning is now the power-locks and power-windows of the document industry.
That’s where you want to be, but you have to 1) BELIEVE it can benefit your client and 2) TEACH your clients how to achieve results with their ‘new solution’.
Let’s face it, they may buy from you once, but if they didn’t achieve results, as promised, you will have violated that sacred bond and dishonored your relationship with that client.
Teach, show, and educate your customers on what they are missing - what they don’t know!
________________________________________________________
Ken Stewart’s website, ChangeForge, focuses on the collision between the constantly changing worlds of business and technology in an information-centric world. He is always interested in connecting; to discover the many ways you may connect with him, visit him at DandyID
________________________________________________________
How many times have you been attempting to talk to a potential client and they are just not picking up what you are putting down? You can tell the light bulb just hasn’t turned on as you are presenting…
Now, how many times have you been sold to by someone you didn’t think understood your problem, your need, your “hot button”?
For those in the document imaging business dealing with, struggling with, or embracing what has been termed as Managed Print Services (MPS) or even electronic Document Management Systems (eDMS), this is all to often the case. The customers just are not getting the concepts.
What is even more frustrating is when I support account managers that just don’t get it either. They haven’t flipped that switch to helping in a more consultative manner. Don’t get me wrong, these reps aren’t trying to sucker clients into buying something they don’t need, but they are an empty suit - throwing out buzz words like “right-sizing” , “TCO” (total cost of ownership), and my favorite - “solutions”.
When I ask, just what is a “solution” anyway? I get all manner of answers, but the bottom line is that there is no 1 definition of “solutions”.
So I would ask, what are you selling your customer if you don’t know? That’s the first question; you must know yourself and your line up to be effective in helping your customer solve - get this folks - THEIR business problem.
Not your business problems; their business problems.
Next, how do you sell to a customer who doesn’t have that light bulb moment about your “solution” to their problem - or doesn’t think they need your “whiz-bang”?
Education
Education is the key to enlightening customers. It isn’t enough to tell them they need it, they have to understand operationally how they need it, how it impacts them, and how they can be better with your solution than without.
Education requires investment, on your behalf, as well as caring for your customer. There is no shortcut to relationship building, and you wouldn’t want that.
You have to teach your clients the difference in a McDonald’s hamburger and a Filet Mignon; you have to show them the value of a marriage with you versus a one-night stand.
Folks, if you are not talking the same language as your customers - and your customers don’t get the emotional and operational impact of what you are selling, you are not going anywhere.
The 1-2-3’s of MPS
In summary, your customers might be just starting to talk about getting a handle on their document output costs as a tactical reaction to today’s economy. But most haven’t even heard of MPS- and even fewer understand cost reduction as a strategy, or the long tail of e-DMS strategies.
Why not?
Simple: Education.
Three to five years ago, many customers didn’t know what ’scanning’ was - unless you were talking about a police radio or reading a book very fast. Through the advent and proliferation of technology, this is now a must have in just about every office in America - and it comes with the MFP of your choice… there is almost no option. Scanning is now the power-locks and power-windows of the document industry.
That’s where you want to be, but you have to 1) BELIEVE it can benefit your client and 2) TEACH your clients how to achieve results with their ‘new solution’.
Let’s face it, they may buy from you once, but if they didn’t achieve results, as promised, you will have violated that sacred bond and dishonored your relationship with that client.
Teach, show, and educate your customers on what they are missing - what they don’t know!
________________________________________________________
Ken Stewart’s website, ChangeForge, focuses on the collision between the constantly changing worlds of business and technology in an information-centric world. He is always interested in connecting; to discover the many ways you may connect with him, visit him at DandyID
________________________________________________________
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