Success requires an internal and external group effort.
As the printing industry evolves, office technology dealerships are increasingly seeking to expand their offerings by selling production printers. Entering this new market segment can be a lucrative opportunity, but it requires careful preparation and a shift in sales strategy. This article will provide guidelines and checklists to help your dealership’s sales team successfully transition into selling production printers.
Understanding the Production Printer Market
Before exploring production printers, it’s crucial to grasp the fundamental differences between office and production print environments. Production printers are designed to handle higher volumes, larger formats, and more diverse substrates than their office counterparts. They also offer advanced finishing options and superior color management capabilities.
To effectively sell production printers, your team must familiarize themselves with the various applications and outputs these machines can produce. Production printers offer many possibilities, from producing high-quality brochures and catalogs to personalized direct mail and packaging. Understanding these applications will help your team identify potential opportunities within your existing customer base and target new prospects.
Your team can further prepare themselves by:
- Researching current trends and technologies in the production print market.
- Attending industry events and trade shows to gain insights and network with experts.
- Analyzing your existing customer base to identify potential production print opportunities.
Adapting Your Sales Approach
Selling production printers requires a different approach than selling traditional office equipment. Instead of focusing on speeds and feeds, your team should concentrate on the applications and workflow efficiencies that production printers can deliver. By discussing cost-per-page or cost-per-square-foot metrics, your sales reps can demonstrate how production printers can help customers streamline their operations and reduce overall printing costs.
Highlighting the value-added features and capabilities of production printers is another key aspect of the sales process. For example, the ability to print with white ink can open up new opportunities for customers to create differentiated output and command higher profit margins. By showcasing these unique features, your team can position production printers as a strategic investment for businesses looking to expand their offerings and increase profitability.
You can further prepare your team by:
- Developing a portfolio of sample applications and case studies to demonstrate the capabilities of production printers.
- Creating customized return on investment (ROI) and total cost of ownership (TCO) calculators for potential clients.
- Articulating the benefits of production printers in terms of business outcomes rather than technical specifications.
Building the Right Sales Team
A sales team with the right mix of skills and experience is essential for successfully selling production printers. Look for individuals with strong consultative selling abilities who can engage with customers strategically. They should be able to understand a client’s business objectives and recommend solutions that align with those goals.
Consider recruiting team members with diverse backgrounds and experiences in the printing industry. These efforts could include considering individuals with expertise in commercial printing, graphic design, or marketing. By bringing together a team with varied perspectives, you can foster a culture of knowledge-sharing and collaboration that will benefit your entire organization.
The following can help you identify and build your production print sales team:
- Assess the skills and knowledge gaps of your current sales team.
- Develop a training program that covers both technical and sales aspects of production printing.
- Encourage team members to pursue certifications and attend workshops to enhance their expertise.
- Establish a mentorship program pairing experienced sales reps with newcomers to the production print market.
Leveraging Manufacturer & Vendor Support
Partnering with the right printer manufacturers and software vendors can provide invaluable support as your team transitions into selling production printers. Many manufacturers offer extensive training resources, such as online learning centers, webinars, and in-person sessions. Encourage your team to take full advantage of these opportunities to expand their knowledge and stay up to date on the latest technologies. You may also want to collaborate with manufacturers/vendors to develop targeted marketing campaigns and sales promotions.
Things to Think About Going Forward
Transitioning your office imaging dealership’s sales team to sell production printers requires a strategic approach encompassing market understanding, sales adaptation, team development, and strong partnerships with manufacturers. By following the guidelines and checklists in this article, your dealership can position itself for success in the production print market. Remember, the key to success lies in focusing on applications, demonstrating value, and continually educating your team to meet your customers’ evolving needs.
