TEN THINGS EVERY DIGITAL EQUIPMENT SALESPERSON NEEDS TO KNOW

This is a "blast from the past" blog that Scott Cullen ran almost ten years ago.  Scott and I have known each other for many years and I'm a big fan of how he covers the imaging industry.   Scott is now the Editor of  "The Week in Imaging" and if you have a chance check out his awesome stuff!!

By Scott Cullen

The old ways of selling just don’t cut it anymore in the age of connectivity. While a good salesman can sell just about anything, the general consensus in the industry is that additional knowledge and strategies are necessary when it comes to selling more than a box. Dealers, industry analysts and manufacturers were asked about the ten things every digital equipment salesperson needs to know. Their answers yield some interesting insights. 

1. The MIS/IT Manager. If you’re going to sell a connected solution, you’d better get to know this person, says Dick Norton, president of the Saratoga, California-based market research firm DocuTrends. After all, he or she is going to have a big say in the final decision regarding the hardware that will be hanging off their network. “If you can’t communicate with IT personnel, you’re dead before you start,” adds Jeff Smith, president of Pro Buyers LLC, an organization that assists businesses in acquiring equipment. 

2. The customer’s workflow. “The basic issue for sales reps is what’s going on here and how does my machine fit,” says Norton. Ultimately, this leads to what Rick Clayton, associate director for CAP Venture’s Converging Digital Peripherals Consulting Service calls, “consultative selling” where sales reps focus on things other than the box they’re selling. Echoing Norton’s thoughts, Clayton adds, “Sales reps need to understand the issues and make a recommendation.” 

3. Basic networking and connectivity issues. As Norton explains, it’s essential that sales reps not only know to use a network device but how to teach people how to use it. That’s not to say they need to become certified network engineers, but they should have a general understanding of networking buzzwords, types of networks (NT, Novell, etc.) and basic networking issues. Pro Buyers’ Smith believes it’s important for salespeople to intelligently discuss how the hardware and software solution can take a bitstream like UNIX, for example, on a mainframe and convert it to a PDL that the customer’s system can interpret and output.

4. Sales cycles will be longer. The more complex the solution being proposed and the more decision makers involved in that decision, the longer the sales cycle. In some instances, sales cycles can stretch on for months, so sales reps need to practice patience.

5. Practice what you preach. “Salespeople need to demonstrate in a practical way that they know how to use technology and present themselves in a digital document management way to customers,” opines Smith. What he means is using contact management programs such as ACT! Or Goldmine for communicating with customers and for targeted campaigns focused on getting their message across to those customers. “IT people respond to people who know how to use these tools,” says Smith. 

5. How the customer plans to use the product? “Before you talk benefits, you need to find out how the customer will be using the product,” says Russ Jacketti, vice-president of sales for WJS Enterprises, a Metairie, Louisiana-based office equipment dealership. “Once you find out their main objectives, then you can put the components together.” For example, he notes that many businesses may only want the digital device to function as a network printer and knowing this up front is critical especially when a manufacturer offers multiple controllers. 

6. Who to bring with you. Because a sales rep may not have all the answers, especially when dealing with IT personnel, Steve Santucci, regional digital sales manager, for Ricoh Corp., emphasizes the importance of bringing a friend, such as a network specialist. “If you’re not an expert make sure you bring someone who does,” says Santucci. 

7. Where to read all about it. Both CAP’s Clayton and Pro Buyers’ Smith emphasize the importance of keeping up with the newest technology and trends. Smith contends that reps who are selling digital products need a lot of knowledge. “It’s not like the old days when you could get by on limited knowledge and still be successful,” says Smith. Not only does Smith recommend reading manufacturer’s materials, he emphasizes the importance of reading PC publications, industry trade journals, such Office Dealer as well as market research materials from any or all of the many market research and testing companies that focus on the digital world. 

8. Where color fits in. “I think we’ve finally arrived at the year of color,” maintains DocuTrend’s Norton. “I’d look for color on the network.” Assuming he’s correct, then the time is right for placing a color device where it may never have been before. With lower-priced color copiers that produce anywhere from 21-28 ppm available in the neighborhood of $5,000, customers may be a whole lot more receptive to one of these devices than they had been way back in the 20th century. Similarly, Ricoh’s Santucci says reps need to know not only about color but color RIPs. 

9. How to use the Web to find prospects. CAP’s Clayton emphasizes the importance of the Internet for hunting down prospects for connected solutions. He suggests reviewing the Web pages and annual reports of not only the largest companies in a given territory but also identifying prospects by the types of products and services they offer. 

10. Vertical markets and applications. “Vertical markets have their own applications,” says Clayton, who again emphasizes the importance of moving beyond selling a box and focusing more on applications and return on investment. What better place to do this is in vertical markets that have their own unique applications. Similarly, Santucci emphasizes the importance of having the customer define their applications whenever possible primarily because they have that day-to-day understanding of what they’re doing.

Note from Art:

Seems most of this still holds true today, note that there was no mention of social media 10 years ago, look how fast social media has changed the way we work, the way we communication and the way we relaxe.  Amazing!

-=Good Selling=-