I've seen the local Xerox dealer boasting a color CPC of 4 cents. However, when you do the math it seems like they have inflated the lease to offset the service difference.
Of course, this leaves them a little exposed if the volume spikes but it makes it difficult if the customer is comparing CPC alone and will not disclose that your lease price is lower than the competitor.
Have you guys been seeing this? Any advice on overcoming this?
My only thoughts are to go out on a limb and tell the prospect:
I understand you feel like our color service pricing is higher than Xerox, a lot of other companies who chose us felt the same way. However, what they found when they compared apples to apples was that Xerox's lease price was much higher perhaps to compensate for this loss. They also understood that it isn't possible to give quality service at a loss forever. I think you'll find we can offer you a better value and that our service pricing is exceptional based on the quality you receive for the price paid.
