Our copier industry is ever-evolving, and as a copier sales representative, adapting to new opportunities is essential for staying competitive and boosting profitability. Wide-format multi-function printers (MFPs) represent a lucrative and growing segment that copier reps should actively target. Here are five compelling reasons to add wide-format MFPs to your sales arsenal:
1. Expanding Market Demand for Wide-Format Solutions
Wide-format printing is no longer confined to niche industries like architecture and construction. Today, businesses across diverse sectors—retail, education, and marketing—are adopting wide-format printers for tasks such as:
- Producing banners, signage, and posters.
- Creating blueprints and technical drawings.
- Printing custom marketing materials in-house.
Selling wide-format MFPs allows copier reps to meet the evolving needs of clients seeking versatile, high-quality printing solutions that expand beyond standard formats.
2. Higher Profit Margins
Wide-format MFPs typically command higher price points than traditional office copiers, translating into larger profit margins for sales reps. In addition, these machines often come with lucrative recurring revenue opportunities, such as:
- Consumables like ink and media rolls.
- Service contracts and maintenance agreements.
- It takes just as much effort to sell one A3 MFP for $6,000 as it does to sell one wide format MFP with a revenue of $15-$20K.
By offering wide-format options, copier reps can boost their bottom line while providing customers with a premium, value-added solution.
3. Differentiation in a Competitive Market
With copier sales becoming increasingly commoditized, selling wide-format MFPs provides a way to stand out from the competition. These devices offer unique benefits, including:
- Specialized functionality that many competitors don’t focus on.
- A new selling angle that highlights innovation and adaptability.
Positioning yourself as an expert in wide-format technology opens doors to clients who are looking for cutting-edge solutions tailored to their specific needs. Additionally, it's worth noting that the A3 MFP market is saturated with numerous manufacturers, making differentiation harder to achieve. In contrast, the AEC (architecture, engineering, and construction) wide-format MFP space has fewer competitors, giving you an opportunity to stand out more easily.
4. Cross-Selling Opportunities
Wide-format MFPs present a natural opportunity to cross-sell and upsell. Businesses purchasing these devices often require complementary products and services, including:
- Scanning software for large documents.
- Design tools or subscriptions.
- Managed print services.
- All AEC companies also require A3 MFPs
Leveraging wide-format sales can strengthen relationships with clients, allowing you to bundle services and build long-term partnerships.
5. Access to New Customer Segments
Wide-format MFPs allow you to break into industries and markets not typically targeted with standard copiers. This includes:
- Architects and engineers requiring precise technical drawings.
- Marketing agencies that demand vibrant, large-scale visuals.
- Event planners and educational institutions creating eye-catching displays.
By diversifying your client base, you reduce dependence on traditional markets and create new growth opportunities for your sales pipeline.
My Thoughts
Adding wide-format MFPs to your product lineup isn’t just a smart sales move—it’s a strategy for growth and differentiation. By capitalizing on this burgeoning market, you can increase profits, diversify your offerings, and deliver greater value to your clients. Start positioning yourself as a wide-format specialist today, and watch your sales career reach new heights.
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