An independent software vendor recently started working with Canon’s copier channel in Canada to help dealers move from pushing point products to selling document management solutions.
Nashua, N.H.-based eCopy Inc., which provides software for Canon’s MEAP-enabled devices, made the move after
working with U.S. dealers on a five-step sales process called Keeping Leadership for over the past two years.
Tim James, vice-president of North American sales at eCopy, said traditional copier dealers are stuck in a three-step sales mode.
“”The problem is they can’t compete and there’s price erosion in the marketplace,”” said James, who developed the program. There the ISV announced the second release of its ShareScan Open Platform. (eCopy uses Canon’s dealer channel to distribute its products.)
Here’s the pitch…
Unlike a traditional sales pitch, selling document management solutions starts with “”discovery work,”” said James. This includes finding out which applications the customer is running, what its operating costs are and what its workflow looks like.
But James, who was interviewed at Canon USA’s Digital Solutions Forum in Las Vegas last month, said this can be a challenge for dealers whose customers typically don’t share this type of information.
The next step involves sales and technical people working together to come up with a solution based on the customer analysis, then implementing it. But instead of passing implemenation off to service providers, said James, dealers need to be part of this process. After that, the dealer needs to ensure a smooth transition between pre- and post- sales. Lastly, the dealer should follow up with the customer 60 to 90 days after the implementation using a measurement tool to determine if the solution is a success and calculate the ROI.
James also advises sales people to get as close to the CFO as possible , because that person is in charge of all financial decisions, and not those that pertain to a particular area such as the printing/ copying department.
On the whole, James said copier dealers should more closely look at how they measure a successful salesperson.
“”The biggest problem we found was that the top sales manager is the person who sells the most stuff,”” James said. “”(Dealers) need to promote the sales people of tomorrow.””
James added that dealers also should look at hiring new people or partnering with ISVs such as eCopy and not system integrators.
Traditional dealers
“”As far as partnering with systems integrators goes, we’ve found there’s usually a control issue,”” said James. “”There hasn’t been any that I know of that have worked out well.””
Keith Kmetz, program director, hardcopy peripherals, solutions and services at IDC said Canon is predictably continuing to leverage the copier channel.
“”We’re seeing a trend among vendors towards moving to alternative channels,”” said Kmetz, who also attended the conference. “”(Canon) has an existing channel that’s a good selling base but they come from copier orientation.
“”The traditional dealer is not the same as 10 years ago.”” In today’s printer market more connectivity and networking products require dealers to partner with a value-added reseller or hire a software engineer, he said.
In other news, Canon unveiled 14 new printers, copiers and multifunction devices that offer enhanced networking capabilities and allow for greater integration of Canon’s Multifunctional Embedded Application Platform (MEAP) technology. Hardware products announced included: image-
RUNNER black and white engines, colour-enabled C5800, and high-end models. Products will start shipping this month and into the beginning of 2005.
