Office Technology Dealers have historically depended on marketing support from manufacturers, such as Product Brochures, Sales Training Materials, and Co-op Funds. While this support continues to be important, the market is evolving. Increasingly, Dealers must focus on their own unique brand value:
SHIFT FROM HARDWARE TO SOFTWARE TO SERVICES TO BUSINESS OUTCOMES
NEED FOR OPTIMIZED HARDWARE, SOFTWARE, SERVICES PORTFOLIO
BUYER 2.0 BEHAVIOR CHANGE SHIFTS TRADITIONAL MARKETING REQUIREMENTS TO INBOUND MARKETING REQUIREMENTS
Office Technology Dealers built their business model on Sales, Service, and Operations. ERP and CRM Systems were designed on this traditional model, with limited Marketing capabilities. While the business is managed well from an internal perspective customer knowledge is limited and in most cases Marketing does not have access to ERP / CRM data.
WHAT IS NEEDED?
Office Technology Dealers require a Marketing Foundation to Understand Customer Requirements, Develop a Comprehensive Portfolio to fulfill their Needs, Communicate and Create Awareness to Customers, Position the Dealer Value Added Brand and Efficiently Drive Growth Initiatives. The Dealer can no longer solely depend on current Supplier Marketing.
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