Partnership key to future print market
Steve Francis warns that print resellers need to keep up with industry changes or risk being left behind
The world of business is changing; it is becoming faster-paced, more dynamic, and more competitive. New technology is fuelling much of this change.
Technology is fundamentally changing the way many people work and while business used to be the main driver, in the past few years the end user has started to lead the way. Office workers are having more of a say in how, where and when they work.
The shift in office culture is having a profound impact on several industry sectors, and none more than the print industry.
For years the industry was able dictate the agenda supported by powerful printer manufacturers more focused on shifting tin than supporting customers. In the age of a "paperless" office and reliance on digital technology, it's not difficult to see why some people might see print as a legacy function.
In reality, print will continue to play an important supporting role, providing a solid foundation for new business practices.
Many office employees aren't conscious of print; by which I mean it's an invisible function. It just needs to work, and if it doesn't, your customers will soon let you know.
Print resellers have a choice. They can adapt to this change and demonstrate where they can add value, or they can risk being left behind.
Instead of focusing on products, resellers need to zero in on printing and document "solutions" that can streamline business processes, improve productivity, and save money and time.
This needs to be underpinned by a change in the way resellers communicate with customers. Customers need to be offered choice in how they engage with service providers and the type of support.
This is especially true for SMBs that may not have the power to dictate the services they require.
In the past, products have often simply been offered to customers without really understanding how or if they suit the needs of that business.
Providing true value to customers comes from taking the time to listen to them and help them overcome their problems. IT offerings must support this.
Putting customers at the heart of your strategy starts with getting an insight into their business and business drivers. You need to understand what drives a customer to understand where you can add value.
By gathering data about print types, volumes, number of devices in the field, as well as user attitudes, we've been able to learn about the drivers behind print and document processes in British businesses.
A lot is about customer peace of mind. Customers want to know that they can rely on their service providers to deliver consistent results. This may mean going beyond the hardware to sell supporting offerings that may have a bigger impact on their businesses.
As part of our wider business strategy, we want the opinion of our customers to filter through every level of our business and become integral to the way we operate.
Many industries are guilty of putting customer needs second. This can be subconscious, or a result of a belief that the industry is expert and therefore knows best.
Today though, the line between business and consumer has blurred, and many customers are quite knowledgeable. This is changing the way they buy IT.
It is only when you have insight into your customers that you can start to engage with them in ways resonating with their business needs and change the way you sell.
Resellers should also build stronger relationship with key OEMs to put the customer first in the document solutions market – while at the same time positioning print and document solutions as important business enablers for companies of all sizes.
If resellers are willing to embrace change, they can play an important role in shaping the business print sector of tomorrow.
Steve Francis is chief executive of Danwood Group