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01732 759725
VOX POP
...continued
“Another household, understanding
that technology has moved on, might
be more open to exploring what is right
for them, not just in terms of price but
also functionality, sound quality etc..
These days there are lots of sources of
information online, on TV, in mags etc.,
and most people will take a trip to a store
or two to see things physically. During this
assessment phase they are in the selling
environment of the retail sales assistant
and a good consultative approach, when a
sales person takes the time to understand
their needs, preferences, budget etc., could
be sufficient to accelerate the purchasing
decision and clinch a sale.
“Suggestions to enhance their
experience, such as better sound, Wi-Fi
controls or whatever, could be added to
the buyer’s must-have list, and a home visit
to assess the space and develop the best
TV system to fit may be agreed.
“The final purchase may be quite
different to what this household set
out to buy, but they will have got to a
more informed position with the aid of
that consultative approach. Many of us
have enjoyed the experience of a good
salesperson helping us to make a decision
in this way. If they still haven't made up
their mind, they head home with all the
knowledge they have gained, and then
potentially adopt the knowing-buyer route
as above!
“My point is: both households could be
the same size and have the same budget;
it comes down to whether they actually
know what they require. The same is true
in our market. As providers, we need to
respond to the buyer. A strong consultative
approach, with or without an assessment,
may be sufficient to understand the
buyer’s position and win that sale before it
becomes a commodity sourcing purchase.
As business owners we need to consider
whether our business is set up to compete
in that low- or zero-profit space and still be
sustainable.”
Phil Jones
Managing Director,
Brother
“The future has already been written
when it comes to a more services-based
print proposition, and all vendors are
moving their business models and channel
propositions towards this.
“It doesn’t mean the end of the
transactional business by any means.
However, it will begin to dilute as customer
enlightenment and channel expertise grow.
Availability, Convenience and Familiarity
still rule when it comes to transactional
business, so resellers should make sure
they have it in stock, can deliver quickly,
and add value to the transaction by
layering on different up-sells and cross-
sells.”
Rob Attryde
Head of Marketing,
KYOCERA Document Solutions UK Ltd
“I think the answer is yes, as there is still
a long way to go in educating customers
and prospects about the benefits of MPS,
MDS and MCS. This means there will still
be a large amount of traditional business
out there to pick up for those organisations
that do not have the time or the ability to
set up and implement MPS, MDS and MCS.
“I also happen to think that app-based
software for MFPs and printers will mean
the transition will take longer as this will
extend the functionality of the fleet of
devices customers have already installed at
a low-cost entry point.”
.
co.uk
Norman Richardson
Director and General Manager,
Channels Group,
Xerox UK
“Channel partners are constantly evolving
to meet the needs of their customers.
We have seen a huge shift in behaviours
over the last three years, moving away
from hardware-centric sales to more
consultancy-based services-led sales.
However, hardware sales are still very
important to most of our channel partner
organisations.
“Managed Print Services (MPS) delivers
significant benefits to customers and pulls
through hardware sales, but where MPS
is not relevant for customers, our partners
are still able to offer a value-add approach,
linking, and differentiating with, Xerox
hardware and solutions and overlaying
their own unique value proposition. There
is also an opportunity with Xerox to deliver
MPS-type values by delivering supplies-only
MPS. Hardware also remains a core driver
for our supplies business, with attachment
rates improving when solutions and
services are involved.”
Bruce Davie
Group Commercial Director,
ZenOffice
“We sell printers from almost all OEMs
as a catalogue purchase through our
business supplies division, and that
business will always be there. The margins
aren’t great but it still generates a revenue
stream and in the main is a commodity
purchase that requires little input from us
– we just leave customers to it. That’s the
old way of doing things.
“It’s when delivering MPS, which we
do as a Xerox solution, that consultancy
comes into play. Here, we become ever
more involved in the after-sales arena,
continued...
Rob Attryde
Head of Marketing,
KYOCERA Document Solutions UK Ltd
The future
has already
been written
when it
comes to
a more
services-
based print
proposition...
Phil Jones
Managing Director,
Brother
Norman Richardson
Director and
General Manager,
Channels Group,
Xerox UK
