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Well, that sounds so simple. On one side of the coin, it really is. On another side, there are some fundamental issues that a dealer needs to address to make this adjustment. Some of these include:
1. Repositioning Your Dealership.
Your clients and potential clients likely see you as a hardware provider. They need to see you as a credible source of document solutions. This is a marketing issue. Outside of running some advertising or specials, marketing is a relatively new necessity for copier dealers.
2. Designing a Strategic Plan.
There needs to be an intentional plan. Again InfoTrends says it well. “As with most fundamental business changes, many vendors will attempt the transition to a solutions model out of reactionary response rather than proactive planning. The challenge that these vendors will face is executing in a timely and coordinated manner, as the transition could take years and their competitors may already be securing market share. Those who adopt a ‘wait and see’ approach before transitioning are less likely to respond in time and their chance of success is lower.” Do you have a strategic plan?
3. Sales Training.
No, I’m not talking about more product training. In some respects, our sales organizations have too much product training. Instead, they need to learn what benefits capture the attention of business owners. Then they need to learn how to recognize opportunities. They need to learn how to close the hardware business now and engage the services of a specialist to design and implement a profitable solution. These are staffing and sales training issues.
What Now?
The solutions imperative is upon us. You can leverage the solutions message to solve your most fundamental problem: getting attention to win new, profitable business. In the coming issues, we will explore each of these three critical areas.
The solutions message is real. It works. You can and must make this transition without sacrificing the hardware business that you have worked so hard to build.
Darrell Amy is an innovative Market Repositioning Specialist. His emerging company, Dealer Marketing Systems, provides solutions sales training and marketing services to help dealers succeed. You can learn more at www.dealermarketingsystems.com or contact him directly at damy@dealermarketingsystems.com or 501-626-4110
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